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Ingram micro physical security ebook

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Ingram micro physical security ebook

  1. 1. Tips on how to overcome today’s market challenges physical security threats 6
  2. 2. The recent “2017 State of the Security Industry Report” by the SouthComm Security Media Group identifies the trends that threaten and/or concern physical security integrators today. Based on the results of a survey of 174 leading security-focused solution providers, the revealing data makes the study a must-read for anyone working in this field. At Ingram Micro, we see firsthand how the physical security landscape is changing and have daily conversations with partners about the threats and challenges they face. Therefore, as a companion piece to the original study, we’ve added the missing pieces that take the data from compelling to business altering. 2
  3. 3. 1 In the report, 48.3% of respondents listed this as their top challenge, most likely referring to the rapid pace of technological advancement taking place in the physical security field. Indeed, the manufacturers have been busy and technology is changing and improving at speeds that can be overwhelming to follow. While there’s no doubt that these changes will propel the industry forward, should they be keeping solution providers awake at night? “Keeping pace with evolving technologies” Our advice New technologies come to market every day, and manufacturers will continue to innovate. Keeping pace will always be a challenge difficult or impossible to overcome. Step away from the hype, and build your sales process around the needs of your customers rather than the latest features that customers don’t even understand. When all they hear about are technical specifications and new products, they get frustrated and decide on the cheapest thing they can find because they know there will be something better tomorrow. For example, rather than talking to a hospital about the features of the latest 4k cameras, ask about their needs as they pertain to active shooter situations, their workers’ compensation needs, theft and visitor safety. Talk about what makes their hospital run, as well as their goals and needs. Ask what they want to accomplish and help them find the right vendor with the right solution set to meet their long-term needs—perhaps their 5- or 10-year goals. Stop focusing on technology and start listening to what end users are telling you. Rather than keeping pace with technology, keep pace with the needs of your customers. Don’t recommend technology because it’s new; recommend it because it solves a customer’s problem. 3
  4. 4. Our advice The majority of end users have their problems at the forefront of their minds, not in the specs of new technology. They expect solution providers to help them solve their problems. Unfortunately, as discussed in the previous point, many solution providers don’t put enough energy into identifying and addressing customer problems and instead focus too much on technology during the sales process. This can result in customers assuming they’re getting what they need when gaps exist. Work with your customers to break their issues down to root causes and themes and then apply the right technology to solve the problem. Only then can you and your customers feel confident that their needs are being met and expectations are aligned. 44.4% of respondents made this the second greatest challenge in the report. Your customers do their own research about technology. If you have trouble keeping pace with technological change, imagine how customers who don’t focus on the technology every day feel. 2“Managing client expectations with reality as new solutions are promoted” 4
  5. 5. 3 Our advice If technology is the only thing you’re going to focus on as a company, you’re not going to be challenging your team with anything new, creative or innovative. You’ll be the same as 9 out of 10 other solution providers. At that point, retaining talent will come down to being able to pay them more than someone else. If you’re focused on real solutions and learning about how to help your customers, you’ll be better able to keep employees engaged and focused on doing the right thing. A sales focus on helping the customer solve problems will result in more sales and happier salespeople. Salespeople will also be happier to not have their focus be based on a specific technology or, worse, a brand. Leading with a brand today is the fastest way to price yourself to the bottom. As a side note, focusing on deeper customer engagements will often lead to upsell opportunities and larger sales. Encourage your employees to pursue certifications and better themselves. This too, will lead to higher satisfaction (and better-served customers). Bottom line, your team will get more satisfaction from their day-to-day jobs when they know they’re making a difference and helping customers rather than pushing a product or brand out of forced loyalty. “Finding and retaining technical and sales staff” Regardless of the market focus, the IT industry has historically faced the challenge of finding and retaining technical and sales staff, so it’s not surprising to see that 36.2% of physical security solution providers named this a top challenge. 5
  6. 6. 4 Our advice 10 years ago, solution providers had few options in the physical security space. Today, we see many new cloud- based physical solutions coming to market, such as hosted access control, cloud-based video management system (VMS) cloud storage (for video backup and retention) and maintenance and service plans—all great ways to create a new recurring revenue stream. Some solution providers are adding hardware as a service (HaaS) offerings to give customers leasing options. If you’re looking to compete on a different level, consider branching out to attend to the needs of your customers beyond physical security. Unified communications and collaboration (UCC) tools, digital signage, and other technologies not only give you additional revenue streams and allow you to more completely address the needs of customers, they create stickier relationships with customers, making you more difficult to replace by competition. “Creating new areas of recurring monthly revenue” Building recurring revenue makes bad businesses good and good businesses great, which is why 31% made this a top challenge. Pursuing recurring monthly revenue (RMR) creates stability, can be closely tied to efficiency gains and allows businesses to better manage the ups and downs of the year. Additionally, more RMR is a major factor in increasing the value of business when it’s time to sell it or retire. 6
  7. 7. 5 Our advice If your sales conversations are based on technologies, you’re going to lose out to low-cost alternatives. A $500 4k camera will look like a $2,000 4k camera to an uneducated customer. Focus on identifying problems and identifying the right technology to achieve business outcomes, and your customers will understand that what you’re selling is not the same as a low- cost alternative. For example, a cheap $500 4k camera might not have the onboard storage and built-in analytics a retailer requires, while the more expensive camera you’re proposing does. Unless you fully understand your customers’ needs and then discuss the application of the right technology, they might not know the difference between what you’re offering and what they can find online at a fraction of the price. “The influx of ultra-low- cost video surveillance and access control technologies in the market” Nearly neck and neck with creating monthly recurring revenue in the survey, 30.5% of respondents pointed to the challenge of low-cost competition, and rightfully so. Competition is fierce and increases every day. 7
  8. 8. Our advice Determine your core competency and what you want to be known for, and talk to your Ingram Micro rep for help in identifying which of the 46 vendors we carry fit your model. While some of our competitors carry every brand in the market, we’ve handpicked the best, most relevant vendors that cover VMS, cameras, access control, networking and more. Rather than having to maintain multiple relationships with vendors, you can have one relationship with Ingram Micro. This is particularly effective if you’re a solution provider looking to add physical security to your line card and have no knowledge of the vendor landscape or how to evaluate their fit with your business. Additionally, as you build complex solutions for your customers, Ingram Micro can help you confirm the interoperability of the pieces you’re using to overcome integration challenges. Finally, if you have a customer with very niche needs, we can help you identify the vendor and product you need. While down the list a bit at 17.2%, maintaining vendor relationships—especially as they relate to mergers and acquisitions—is critical to the operational efficiency of a physical security solution provider. Nurturing multiple vendor relationships can create a burden on your staff and dilute the relationships you have with those vendors. 6“Maintaining vendor relationships as security mergers and acquisitions continue” 8
  9. 9. Every solution provider is unique. Without a doubt, you face your own challenges. Some might be on this list and other might not be. Regardless of what’s keeping you up at night, there are two pieces of advice that will help you. First, put the needs of your customers above all else. As you’ve seen in this e-book, many problems can be overcome by talking to your customers in an attempt to fully understand their needs. Second, if you need help, talk to your Ingram Micro rep or Jason Destein, physical security subject matter expert and contributor to this e-book. We don’t succeed unless you succeed. It’s in our best interest to help you overcome whatever challenges you face—today and into the future. 9 © 2017 Ingram Micro Inc. All rights reserved. Ingram Micro and the Ingram Micro logo are trademarks used under license by Ingram Micro Inc. All other trademarks are the property of their respective companies. 7/17 AR2017.1619a For details, contact: Chris Kacala Ingram Micro Marketing Manager christopher.kacala@ingrammicro.com Jason Destein CHS IV, CNTA Technology Consultant II, Advanced Solutions, Physical Security Partner Technical Enablement Milestone Certified Design Engineer/Axis Certified Professional Ingram Micro Physical Security jason.destein@ingrammicro.com

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