Security Dealer & Integrator

JUL 2018

Find news and information for the executive corporate security director, CSO, facility manager and assets protection manager on issues of policy, products, incidents, risk management, threat assessments and preparedness.

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74 Security Dealer & Integrator / July 2018 is interested enough to check out your profile, then they take profiles seriously. If you are wearing sunglasses and the last job you have listed ended in 2007, then you are losing potential customers right now – I mean right now. It may not seem fair, but that is how many social media snobs make their judgement. 3 Become an educational content curator. e best way to become per- ceived as an expert is to teach others. Social media provides a platform to teach thousands (or millions if you are lucky) with one post. Being a curator means sharing interesting material – you don't have to create anything. Subscribe to blogs, unique periodicals, Google alerts, and other sources of information to find the material. Once you find something interesting, share it with a comment. For example: "Great article on the hidden costs of outdated video systems." 4 Promote people and companies in your ecosystem. When someone shares a post on social media, they put themselves out there and may feel vulnerable. Rescue them by liking or sharing their post, and you will have a friend for life. 5 Work on your channels for 15 to 30 minutes every day. Dedicate 15 to 30 minutes every day to run through your channels. Check out what oth- ers are posting, promote them, and S ocial media is no longer a new thing in the security industry. Unfortunately, I have noticed a chasm between marketing departments and salespeople in their social media efforts. Only a small per- centage of salespeople utilize social media as a platform. Don't get me wrong, most sales- people review social media to see what's happening or promote victo- ries, but few are using it to become perceived as an expert in the mar- ketplace – and that's the real value of social media to a sales professional. So, what do you do? Below are five things to implement and one idea to consider. 1 Pick two channels (three at the most). It is better to focus on two social media channels and make a real impact than it is to skim through eight different channels every week. Pick two or three at the most. For the security industry, I like LinkedIn and Twitter. Instagram, YouTube, Facebook and Snapchat are gaining some security business following and could become a primary option in the next few years, but for now LinkedIn and Twitter seem to be the best for our industry. 2 Update your profiles. Immediately aer reading this column, update your profiles. e information should be current, your photo should be profes- sional, and your background photo should be action-oriented. If someone Modern Selling BY CHRIS PETERSON Social Media for Sales Six ways to maximize your sales efforts online post your material. Consistency is critical to growing a following, but do not become addicted and forget about your important day job: selling. Limit your time to 30 minutes, and then turn it off. 6 For the ambitious, begin a video blog. ere are hundreds of articles about video being a better platform to communicate a message than text. e statistic that seems to be the most consistent is that a reader is 12 times more likely to click a video than read the same message in a written article – 12 times! As our industry becomes more populated each year with younger people, that multiplier will increase. Do not feel compelled to create a recording studio in your basement; however, if you have bought into the concept of social media launching your reputation as a salesperson, then video might be a good next step for you. In conclusion, success from your social media efforts depends on you consistently contributing and providing stimulating information. In general, your goal as a sales professional is to become perceived as a subject matter expert. Social media is one of the most effective platforms to share your knowledge and become the perceived expert. Use it and use it wisely. ■ » Chris Peterson is the founder and president of Vector Firm (www., a sales consulting and training company built specifically for the security industry. To request more info about the company, visit

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