When you consider all products and services from a global perspective, security is now more than a $150 billion industry. So how do successful marketers tap into this huge global opportunity?
At the commercial end of the spectrum, your messaging needs to influence both CSOs and CIOs who continue to collaborate on assessing, anticipating and addressing not only the real risks of today-but potential threats in the future. As chief executives face growing pressure to demonstrate measurable return on investment, they can't afford to blindly follow the product and service recommendations of systems integrators. So the channel is in flux as well, as security dealers suddenly find themselves being held to a higher standard of accountability.
In response, today's most successful dealers and integrators are evolving into technology-savvy service providers that can sell security solutions to the entire buying team-now made up of IT professionals, facility managers and members of the finance team-while developing recurring monthly revenue (RMR) models of their own.
What's more, physical and electronic security professionals face increased competition from big box stores that attempt to commoditize an increasingly complex business. In response, today's successful residential security dealers are growing beyond traditional tasks and applications to take on increasingly complex keyless and wireless access control systems.