With more and more products to sell that use a plethora of different technologies and targeted to specific audiences ranging from schools to retail operations, security dealers and integrators need to look increasingly to their manufacturers for help prior to the sale, not only during and after. Although many m anufacturers provide various types of pre-sales help, most dealers and integrators do not take advantage of these programs and aids. Among them are:
1. Point of Sale (POS) Aids at the Distributor Level It’s difficult to sell a product with which you are unfamiliar. Seeing the unit and getting some hands-on experience familiarizes you and your sales team with it so you know whom to promote and sell it to. We had that experience when introducing a new DVR and camera. At the distributor level, channel partners were able to go into the DVR and camera menus and learn how easy the products were to use. They were also educated on the core technologies used by viewing the DVD that continually played in the POS display. Lastly, the display included literature providing additional information on the products, specifications and why it paid to sell our LCD monitors. As a result, introductory sales of these products were accelerated for both our channel partners and ourselves.
2. Marketing and Co-op Creative Support Check to see if your manufacturer will provide you with co-branded collateral materials to support the marketing requirements of your dealership. Some manufacturer marketing teams will provide assistance with the coordination, graphics and production of your company’s catalogs, electronic communications and promotional items. Assure you have on hand a full complement of your manufacturers’ literature for use at your own demo centers and tradeshows and as direct mail pieces. Work with them to promote your customer installations in the security trade press as well as vertical trade magazines and Web sites.
3. Leverage Your Manufacturer’s Communications Make sure your manufacturer has a strong advertising and public relations presence in the security trade press and the vertical markets that you are targeting. Ask for copies of their advertisements and editorial coverage they are receiving to use as mailers and handouts. Ask for some of the graphics they are using so that you can jumpstart your own advertising and collateral with the same look as they use, leveraging branding they have already established.
4. Take Advantage of Manufacturers’ Customer Service and Inside Sales Support Departments Some manufacturers provide their channel partners with a team of dedicated professionals with many years of security industry experience that can assist you with everything from providing inventory levels, pricing confirmation, order processing, shipping status and even a credit department to facilitate efficient handling of your projects. Do they have extended hours? Is there toll-free calling? How soon do orders ship? Can you get 24 hour shipping? All this help gives you the information that you can use to close more orders faster.
5. Take Advantage of Technical Support Why spec everything on your own? Top manufacturers have talented, experienced staff that can help you with everything from product/system operational guidance, specification clarification, pre- and post-sales support, troubleshooting, integration assistance, firmware updates and system design to service/repair/replacement coordination. Ask if they provide training at your location and via Webinars.
6. Help with Logistics Does your manufacturer house enough inventory to get you product when you need it? Ask for ‘kitting’ capabilities that customize product offerings for you and simplify your inventory management.
7. Use the Warranty as a Sales Feature Make sure your manufacturer is providing you with a warranty that you can sell as a competitive highlight. If possible, see if you can get a three-year warranty. Is the standard warranty complete or full of loopholes? For instance, double check whether if your customer, the end user, opens the DVR up and completes a field installation or upgrade of the hard drive, does that void the warranty? Our channel partners love asking that question in a competitive shootout. Is the warranty consistent across the product line or do you need to check on it product by product?
Your manufacturer wants you to sell their product, not their competitor’s. Every bit as important as your manufacturer’s hardware are the “soft” services they provide. Having experience with a product before selling it, capitalizing on the manufacturer’s marketing team’s knowledge and work, leveraging customer service, inside sales support and technical teams, receiving increased logistics help and promoting a top warranty program will help your organization sell more, sell faster and sell profitably.
Don’t forget, it’s in their interest as well for you to succeed.
