There is a new shiny object in the security industry that is catching the attention of most parties: end-users, dealers, distributors, integrators, and of course … specifiers. Unlike many of the flashy items of the past (fill in the blank here), this one is tied to a fundamental shift that is larger than security or any specific industry. In fact, many other business disciplines are using it as a standard operating procedure and it’s slowly but definitely moving to our world of electronic security.
Of course, the shiny new toy to which I’m referring is the cloud. Simply put, the cloud enables consumers to store their electronic data somewhere other than their facility. In the electronic security world, this could mean a security integrator or third party hosting their clients’ access control software and database at a remote site, as well as video. Once the data is stored off site, there are multiple services that are easily made available to the customer: managed access control services, video monitoring, etc. Some have even run with the SaaS acronym and renamed referred to their deliverable as Security-as-a-Service.
Like anything else, there are advantages and risks that come with having your security data in the cloud. For the sake of this article, let’s not debate the value or maturity of cloud services. Let’s assume the technology will evolve and that it’s here to stay; and focus on our objective of identifying the best ways to get your cloud products or services specified.
Below are five best practices that will help position your cloud service in the highest probability of being included in a security specification. For sales professionals representing security-in- the-cloud technology, these best practices are imperative to helping you validate your solutions and improve your A&E and consultant relationships. Integrators and dealers can use these best practices to differentiate themselves from their competitors and brand their company as the security-in-the-cloud experts.
Target the Right A&E and Consultant Firms
“You never know” are the three worst words ever spoken by a b2b sales manager. Ok, maybe that’s a bit of an exaggeration, but this phrase is thrown around in sales meetings more than the word “literally” is in a sorority house… and it leads to more wasted time than a Saturday afternoon at a fraternity house.
If you’re selling $6 widgets at a mall kiosk, then you should approach everyone because “you never know” who might be a buyer. However, if you’re selling security technology in the cloud, you better know what your ideal prospect looks like and who they are. Once you know your ideal client, you can then identify the right A&Es and consultants.
So, how do we do this?
First, determine how many you can reasonably call on throughout the year. (If you’re a sales professional, cut that number in half. If you’re an engineer, double it.)
Now, let’s identify the A&E/consultant targets to pursue. Below are some guidelines.
- Who pursues work within the same markets or clients that you’ve determined are ideal for your solution?
- Who is known to be innovative? Regardless of anything else, if the specifier is not an early adopter of technology, then they will not specify your cloud solution today. Maybe in five years, but not now.
- Broaden your rolodex beyond the security consultants. Many of the A&E firms that take on the large projects are used to cloud services – whether it is IT, building automation, or other types of software. It might make sense to pursue some of these folks that are used to cloud services, regardless of their experience in security. When they reach out to their security consultant, perhaps they’ll recommend investigating your solution. Ideally, you’ve been calling on that security consultant already and they’ll feel more comfortable with your services since the A&E firm suggested it.
How do you find these targets? There are databases like securityspecifiers.com that can help you narrow the search as described by your profile, and you should always ask your clients and dealer/integrators for recommendations. Be sure to do your homework first. Don’t just ask for “A&E recommendations” – ask for your specific profile. Remember, you’re a professional and you should know.
Invest Time in Educating the A&Es/Consultants on Your Products and the Cloud
Regardless of the vast amount of benefits your cloud solution might offer the specifier and their clients; you will not make any traction if you try to introduce change without education. In general, humans don’t like change. Don’t expect your targeted specifiers to start adding your solutions to their designs after you’ve conducted one or two presentations – no matter how innovative they are or how great you perform.
Change is embraced by those who are educated along the way. There aren’t many people more curious than A&Es/consultants. Think about this combination – you need to educate a group of people who love to learn.
Sounds great, but how do you actually do it?
- Develop a list of three to five topics to cover. Depending on the number of targets you have, each topic should take three to six months to deliver to your whole list.
- Determine the most effective way to deliver the information to your targeted A&Es/consultants. Some ideas included webinars, white papers, holding local public seminar events, LinkedIn groups, or the old standby of lunch & learn. Delivering in multiple ways is ideal – some people will want to see you, while others just want to read a white paper by themselves.
- Keep the material educational. For example, instead of delivering a session about the power of security in the cloud, deliver the pros and cons of cloud services. Remember, you want to be seen as an expert and their resource, not a salesperson.
- Recruit the experts. If you work for a hosted video manufacturer, invite your video monitoring center expert to an event to educate the audience on the total solution. Does the specifier care about third party monitoring? Maybe not for their specific design, but they do care about the quality of service that will be provided to their clients.
The goal is simple: build an educated network of specifiers who view you as the expert in security-in- the-cloud. Your position in the market will improve every quarter as these services become more and more standard.
Help Them Identify Their Best Prospects and Needs for the Cloud
Zig Ziglar famously stated: “You’ll get everything in life you ever wanted if you help enough other people get what they want.” What do A&E firms and consultants want? Well, they’re no different than other businesses – they want new customers. So, if you want to get your cloud solutions specified and if Zig’s logic is still valid, start helping your targeted A&E/consultants find and win new customers. Here’s the beauty of it all – your cloud solutions will help them find new customers.
How? Most businesses try to find a differentiator to win clients or market sectors. Unless something has changed in the last few months, most of the solutions being specified are the traditional client-server systems. There might be a mention in the specification of a managed services option, but the client isn’t necessarily educated on the option. What if the A&E/Consultant knew how to identify ideal prospects and their probable needs that would be solved by your cloud solutions? What if they were trained by you to help them anticipate those needs and to listen for specific messages that imply a need? What if you brought a few ideal clients to them?
So, how can you do this?
- Narrow your target list down even further. This level of partnering won’t be for everyone, but that’s ok because this will take some effort and you don’t have time to do this for everyone
- Tell them your plan. Let them know that you have identified them as a premier partner, and your company has an ideal client profile and a list of needs for which your cloud service is perfect.
- Provide a training session in which you teach them the profile, the needs analysis that you conduct, and the listening skill to identify these needs. Leave the tools behind for them to utilize.
Why would a specifier take time to learn this? Because their competition isn’t offering such a solution and because they know that the market is heading in this direction, slowly but definitely. If they can find a differentiator that is ideal for their clients and you brought that to them, you’ll start to find your solution (cloud and traditional) specified everywhere … and you’ll get what you want by providing your partners what they want.
Offer Proof and Security - Case Studies and Certified VARs
When we remove everything but the core desires of the A&E/consultant, we find a deep interest to ensure their customers are delivered a solution that works and services that can be trusted. Above all else, the A&E/consultant wants to ensure that their clients are taken care of. When something new is introduced, this desire is magnified tenfold.
If you want your cloud solutions specified, then you have to offer proof that the technology works and verification of VARs who will be able to install, host, manage, and service it.
The best way to illustrate proof is with a case study and personal testimonials. Traditional written case studies supported by realistic video testimonials targeted at the specifier is the most effective way to promote comfort with your new technology. Taking this a step further, bring in your local VAR to help you deliver the messaging to the A&E/consultant.
Accept That They Might Not be Ready… But Don’t Totally Accept It
Security-in-the-cloud is still an evolving technology. The cloud is mature, but pushing video to the cloud and allowing other people to host access control data is new and somewhat challenging – technically and emotionally. Many of your targeted specifiers will not be ready to make it standard, regardless of the benefits. Accept this fact … but don’t totally accept it.
If a specifier tells you that they don’t feel comfortable with recommending security-in-the-cloud, find out why. They might be laggards, or they might just be cautious – there is a huge difference. A laggard consultant or firm won’t add your solution to a specification until it’s a commodity, but a cautious person just needs to feel more comfortable. The only way to know your specifier’s type is to ask … “why don’t you feel comfortable recommending this?”
A laggard is proud of their status, and will likely answer with self-deprecating humor and general terms like:
- “We never specify unproven technology.”
- “Our customers aren’t interested – they want the standard products.”
- “We just got high speed internet and eating utensils last month around here.”
A cautious specifier will answer specifically:
- “We would’ve liked to have seen more testimonials.”
- “Our customer was concerned about their data being hosted somewhere else.”
- “I just don’t think your video can be compressed enough yet to provide the right amount of resolution to our client.”
Be polite to the laggard, as you leave and don’t plan to return (remember, you now know). However, continue to work with the cautious specifier. Suggest an action plan to work together in the future to bridge these gaps and offer them a differentiator that will help them win business and with which they’ll be comfortable.
Conclusion
Security solutions in the cloud might be the new shiny object right now, but not really. The solutions are similar to traditional systems, but the data is hosted off premises. There are many fears that come with change and just letting someone else have your data. The A&Es/consultants have to deal with this fear, so unless you take action they won’t specify your cloud solution – they can simply specify a traditional system.
So, if you’re interested in getting your cloud solutions specified, follow these five best practices and be persistent. Your positioning in the market will improve exponentially over the next three to five years as these solutions become more standard. Whether you’re an integrator or manufacturer, you’ll benefit from the brand you build today as THE expert in security-in-the-cloud solutions.
About the Author:
Chris Peterson has nearly 20 years of experience in sales leadership, with a focus on creating strategic sales processes. Before embarking on a career in sales process consulting, Mr. Peterson developed a philosophy of repeatability and refinement for the sales professional. He has become an expert in customizing CRM methodologies and systems to optimize the efficiency and effectiveness of today’s sales professional. Combining technology and an understanding of the sales and customer service personalities, Mr. Peterson has been able to implement programs that are fully utilized by the client-facing teams and management, with a result of improved efficiency, higher closing ratios, and reduced customer attrition. Peterson has created sales processes in many industries, including aerospace, automotive, defense, healthcare, IT, security, and telecommunications. Peterson can be reached at [email protected].
