Security Business

JUN 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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28 Security Dealer & Integrator / June 2018 on new business. at extra 1 per- cent isn't motivating anyone – why not make it 3 and 6 percent? Potential Obstacle: e temp- tation to punish and not reward. I have seen companies embrace this concept, but only punish their current salespeople. In the scenario above, they would con- tinue to pay 4 percent on new accounts, but reduce their current account commission rate to 3. If you do something like this, be pre- pared to lose people – especially in this market. Losing people is not always a bad thing, but you should be prepared for it. Reward the whole office for reaching new account goals. Like any other initiative, winning new accounts needs to become part of the culture of the business. Not only should sales- people and ownership get excited when a new logo is captured, but so should the service call dispatcher, receptionist and everyone else. Here's an idea: Bring the whole staff to a bowling party on a Fri- day aernoon if the sales team reaches their new account goal for the quarter. While at the party, announce the contribution by the highest-performing salespeople that led the team to reaching the goal (and hence the party). Potential Obstacle: Miscalculat- ing the right goals. If it is too high, then no one takes it seriously; too low and there is no suspense or engagement from the rest of the company. e first few quarters may be tough, so make adjustments until you nail it. Create an inbound marketing initiative. With the drastic shi in the way businesses purchase security today, inbound marketing has become an essential part of most businesses – especially ones that want to win mar- ket share. A quick Google search will help you understand inbound market- ing, and there are plenty of marketing companies that can facilitate a person- alized program for your company. Potential Obstacle: A marketing firm's lack of industry knowledge. I have seen this initiative fail because marketing companies do not have the industry knowledge necessary to create content – and their client is a security company that does not have the time to write the content them- selves. Either invest in someone that can write articles, blog posts, social media teasers, etc., or find a marketing company that has the technical com- petence to write the content for you. ey all claim they can do it, but ask for samples before proceeding. Have each salesperson develop a networking strategy. A common trait of super- star salespeople in our industry is that they are avid networkers. To win new business, your salespeople need to be known as experts, and one of the best ways to be known as an expert is to be a strong networker. Ask each of them to develop a net- working plan. Keep the plans simple – list one or two associations, contrac- tors and consultants that they will pur- sue, as well as 12-month action items for each group. It really can be that easy. Potential Obstacle: Implementation. If the plans are kept simple, then hold- ing salespeople accountable can be as easy as doing monthly check-ups on the status of each group identified in their plans. If the salespeople know their superiors will be asking about their activities, then the work will be done. Do not hire the experienced person with all the contacts. I have seen this scenario end badly a gazillion times. As leaders in the com- munity, you may socialize with other leaders from other industries like law or finance. ey talk about their rainmak- ers, and we tend to think that the same concept works in security – it doesn't. Do not misunderstand: A seasoned salesperson could increase your market share, but not just because of their rela- tionships – they must have the skills to identify, pursue and win new accounts. Potential Obstacle: Conventional wisdom. Decades of habit will gnaw at you to hire this person, and the constant message of "relationships are everything" will pound away inces- santly. Be strong – do not hire anyone simply for their relationships. Rela- tionships are helpful, but they are not everything. If the person does not have the raw skills to win new accounts, it will not work out. ■ » 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, please visit The Money Issue Modern Selling

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