1. SELLING SECURITY
SYSTEMS IN AN
EVOLVING TECH-
ECOSYSTEM
A study by Cliff Makanda and Christian
Krehbiel

2. EXAMINING
OUR SALES
STRATEGY

3. TRADITIONAL
SALES STRATEGIES
➤ Door-to-door sales.
➤ Online Sales Platform
➤ Referrals
Success rate is a random
variable. Tight regulations
against door-to-door sales.
Customer selects package, gets
quote.
Success rate is low
Success rate is more than 30 %.

4. TRADITIONAL
SALES STRATEGIES
➤ Lead Generation
➤ Red Ventures
➤ USAA

5. WHY CUSTOMERS REFUSE TO BUY A
PRODUCT THEY NEED ?➤ Packages are expensive
➤ Lack of understanding of security systems.
➤ Underestimate the importance of a security system.
➤ Home Security systems is not a very enticing subject.
➤ No government regulation requiring people to have a security
system.

6. How can we improve our Sales Strategy in a dynamic environment ?

7. MAKING SECURITY
SYSTEMS MORE
ATTRACTIVE TO
CUSTOMERS

8. EXAMINE OUR
CUSTOMER PROFILE
➤ Our focus on the middle aged
working class and elderly
people.
➤ The trends of the upcoming
generation of customers show
an increase in technological
skills.

9. CORE AND
EXTERIOR
CUSTOMERS
➤ Influence of a technological
revolution.
➤ Uniform demographic
preferences.
➤ Shrinking gap between core
and exterior customers.

10. MAKING SECURITY SYSTEMS A
PART OF THE HOME
➤ Targeting all family members
as a demographic.
➤ Creates greater chance of
referrals amongst different
demographics.

11. PROPO
SALSChoices, Chances,
Changes

12. LEVERAGING
HOME SECURITY
AND
AUTOMATION IN A
DIGITAL ERA

13. UTILIZING REVOLUTIONARY
TECHNOLOGIES
➤ Artificial intelligence, machine learning and consumer
products.
➤ Voice recognition and control systems, digital auto-
assistants such as Apple’s Siri.

14. BRIDGING THE GAP BETWEEN FAMILY
AND HOME➤ Expand our products and services range to all family
members, making them more enticing to the customer.
➤ Focus on mobile applications with user integration.
➤ Example : Making a “simple” mode which makes the system
easier to use for children or elderly persons.

15. SCIENTIFIC STUDY OF CONSUMER
PREFERENCES➤ Big data, data science and consumer preferences
➤ eg .Customer behavior patterns can help us anticipate and
predict their product needs.

16. INFLUENCING
RELUCTANT
CUSTOMERS

17. 1. Those who can’t afford a security system:
Introduce a (limited) tiered pricing model. Costs of security
system is determined by customer’s income bracket.
2. Customers do not see the need for a security system:
Aggressive product education and marketing. Lobbying the
government to mandate a necessary standard for a home
security system.
3. Customers can afford, see the need but are unwilling: Offering
a limited time free trial to eligible customers. Eligibility
determines by income, job security, family structure

18. 4. No appropriate security package:
Customizing security packages according to consumer
preferences. Changing online sales model into an interactive
model. Learning about customers, offering a personalized their
security package

19. Recommendations and Conclusions

20. ➤ The digital progress can be an asset or a handicap. Structuring
products and services according to technological advances is a
necessary.
➤ Strengthening our automation systems and utilizing IoT by
investing more in research and development. Use data and
automated systems to develop and improve products.
➤ Adapting our business to the evolving technological ecosystem.
Placing less emphasis on sales strategies and more on our
products and services.
➤ Be prepared for more competition. Automation and IoT presents
opportunities for new competitors to enter the security industry.