For many security dealers, the most important thing about their company is its reputation. Period.
As in any business, a company that has a good reputation will likely see other good things follow suit, such as happy customers, referrals, and increased profits. Of course, getting that good reputation requires you to communicate well with your clients and do excellent work at a competitive price. It also means that when things go wrong, you do everything possible to reach a satisfactory solution for the customer.
I've had dealers in the past tell me that, in the short term, one employee can essentially ruin years of good PR.  Granted, that might seem extreme, but it's a legitimate consideration...