I have the privilege to share my thoughts and ideas on sales in the security industry with you a few times a week. Most of you find our posts through LinkedIn or Twitter, and about 300 of you have subscribed to our blog and receive them in your inbox. Either way, I’m flattered and overwhelmed by how many people read my ideas each week. It’s very cool.
Because of this, I think I owe you an explanation of what I believe about sales in our industry. The concepts I share each week are tactical and narrow, with the goal of providing ideas that our readers can apply that day. An unfortunate outcome of this practical approach is a lack of understanding of my philosophy and beliefs – a “forest through the trees” example. So, I’ve decided to share with you my beliefs as my first post of this year, and make it an annual tradition, as my beliefs will change (and should change).
So, here it goes. My beliefs about sales in the security industry…
- There is no longer a need for the traditional security sales person. The Internet has filled that need. If you’re operating in the same way you did in 2007, then you’re missing a large opportunity.
- There is a need for the post-internet sales person, and a huge opportunity… huge!
- Sales people must be competent today. The strategy of the sales person getting in the door and the “smart guy” solving the problem is over.
- Most manufacturers don’t get it. They push their RSMs and reps to do things that don’t matter to their channel partners. Unless your business card says Lenel, Genetec, Axis, or one of the other half dozen or so companies with significant end-user demand, you’re going to continue to lose until you answer the needs of the integrator. BTW, their needs have nothing to do with your products or technology.
- When hiring sales people, skill and talent are more important than experience and relationships.
- Understanding the business of your customers is almost as important as understanding your products and services.
- Traditional sales people can succeed in selling hosted and managed services, but only if their process and leadership supports that goal. Most integrators provide little support and expect results in a year or so. You need a comprehensive program, and about 18 – 24 months to feel the payback and rewards. (I almost kept this bullet out because it’s an obvious plug for our program, but that’s not the intention.)
- Internal sales meetings are important to success, but most are ineffective and detrimental to their team’s success.
- If your sales people are great at Excel, you need to think about your sales process.
- There is no doubt in my mind that you have the skills to protect your turf from the other companies entering our space. However, it’s not your relationships that will protect you. You must embrace the changes that have happened over the last decade or so. If you do, you’ll dominate your current competition and hold your ground against the MSP or HVAC companies that think it’s simply about hanging cameras. It’s not about becoming a 14-year-old Snap Chat wizard, but you do have to shift your skills into a slightly different process.
I could go on, but want to limit this post to ten beliefs each year. I hope you see the opportunity that I see for a competent sales professional who is willing to embrace a new way of selling - a more transparent, educational, and less manipulative way than what the 1900s demanded. I hope you see that 2017 offers great upside to those willing to do their homework, find problems before providing solutions, and proactively serve their customers in a meaningful way… not just checking in every month.
Happy New Year everyone.
