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4 mistakes to avoid when selling physical security

June 22, 2017

4 mistakes to avoid when selling physical security

The physical security industry is booming. In fact, according to a MarketsandMarkets report, the physical security industry is expected to hit $112.43 billion by 2021, at a CAGR of 10.1% between 2016 and 2021. Unfortunately, successfully selling physical security solutions can be hard work. Competition is fierce, customer expectations are at an all-time high, and technology is rapidly changing. In short, there are many obstacles to your success. Don’t make it harder for yourself by becoming one of those obstacles.

Before you go out on your next sales call, take note of these 4 common mistakes many solution providers make when selling physical security:

  1. Failing to prepare—All too often, solution providers try to sell a solution without fully understanding what problems their customers have. If you don’t know your customers’ pain points, there’s a good chance your solution won’t address their needs, and you won’t win the work.

Your preparation can be as simple as reading the local newspaper to see what crimes are taking place around your customers. Also, you can study the pain points of the markets you service. What troubles do they frequently experience? Take someone from the industry out for coffee and talk about the challenges they face. A little studying can go a long way to prepare you for your next sales meeting.

  1. Leaning on technology too much—Many solution providers tend to promote that they’re selling the latest and greatest technology rather than the technology that will solve their customers’ needs. Not every customer needs the latest 4K camera. Of course, technology is great and we’re all big fans of innovation, but those solution providers who lead with technology tend to get lucky or lose the sale. If the customer has a pain point that’s not addressed with the technology you’re promoting, you’re not going to have much success.
  2. Failing to give customers options—Many solution providers approach customers with what they feel is the one solution to address their needs. While the solution might be a perfect fit in their minds, the price could be a problem for the customer. Give customers “good,” “better” and “best” options so they can select the one that’s right for them. Understand that the difference between the options can just be a single solution rolled out in phases over time.
  3. Chasing the money—We all want to make money, be profitable and get a nice commission check, but when you put the money ahead of the solution, you’re doomed to fail in the long-term. To be successful in physical security, you have to be knowledgeable, genuine and have your customers’ best interests at heart. They have a lot on the line—in some cases lives are at stake—and are relying on you to help them.

If you need assistance with preparation, gaining knowledge or building the best possible physical security solution for your customers, contact Christopher.Kacala@ingrammicro.com or your Ingram Micro rep for help. Don’t go out to your next sales call without keeping these common mistakes in mind.