Distributor Training Opportunities

Looking for specific product training or general business training nearby? Look no further than your local distributor. Distributors across the country — small and large — hold events ranging from product-specific counter days to large Expos with a tradeshow and extensive class lineups.

Here’s a look at a few of the training opportunities from larger distributors of which dealers and integrators can take immediate advantage. Of course, there are many more opportunities available —check in with your distributor(s) to see what they offer as well.

TRI-ED

Technology in the security industry continues to evolve rapidly, and the need for dealer training has become more critical than ever. Security dealers turn to their distributor for education needed to stay competitive. By leveraging their distribution partnerships, today’s installers can equip themselves with the technological know how they need to keep up in the quickly-evolving marketplace.

“Technologies and applications are becoming increasingly more complex. As a result, the role of today’s distributor involves providing more education and training than ever before,” explains TRI-ED’s Senior Vice President of Global Security Marketing James Rothstein. “We take this responsibility very seriously, and are proud to provide complete security solutions when, where and how dealers need them.”

Knowledge is power, and effective training can take the fear factor out of embracing new technologies. From its Technology Roadshows to its branch training across North America, TRI-ED has educated thousands of dealers. “TRI-ED is the conduit for its customers to connect not only with the products and services they need, but also with the technological training so critical to staying competitive in today’s changing marketplace,” says Pat Comunale, TRI-ED’s President of Global Security Solutions.

This summer, TRI-ED will unveil its newest Training/Expo/Customer Appreciation program, its U.S. Stadium Tour. At these special training events, TRI-ED and its valued supplier partners welcome customers to take part in a day of networking, demonstrations, training, an expo and a night out at the ballgame.

The sessions will run from July through October and include stops in Arlington, Texas (Diamondbacks vs. Rangers on July 8); Anaheim, Calif. (Indians vs. Angels on Aug. 4); Philadelphia (Blue Jays vs. Phillies on Aug. 19); Seattle (Rangers vs. Mariners on Sept. 9); Chicago (Brewers vs. Cubs on Sept. 23); and Denver (stadium tour of Sports Authority Field at Mile High Stadium on Oct. 20). To register or learn more about these events, please visit www.tri-ed.com/events/special-training-events.

ADI

A North American wholesale distributor of security and low voltage products, ADI —the distribution branch of Honeywell — has a vast distribution network, branches throughout North America. “At ADI, we believe it is our responsibility to provide dealers with the training they need to be successful in today’s market,” says Rob Aarnes, President of ADI North America. "We are proud to offer more than 1,500 educational opportunities per year. With training facilities in all of our 103 branches and locations, we are able to provide valuable learning experiences to our dealers.”

The ADI Blog, http://blog.adiglobal.us, is another outlet for dealer/integrators to learn about the latest technology. The blog is focused on knowledge sharing, installation tips and best practices.

“We try to drive our training course content and presentations beyond features and benefits and really dig deep into the technology so dealers get the most out of each opportunity,” Aarnes explains. “We focus on helping security professionals learn how to sell the benefits of the technology to their customers, along with providing the technical expertise so they will feel confident installing the technology.”

Aarnes adds that ADI is continuously examining course offerings and adding new training opportunities. Its ADI Academy consists of monthly online training modules that will provide an overview and general product knowledge of the all the major categories. It is an excellent training opportunity for sales, operations and corporate staff.

ADI also offers in-house call-in tech support for help with product selection and system design. These industry experts are proficient in all product areas, and field more than 1,000 calls per day to provide the technical knowledge and customer care dealers need to win new business.

ADI participates in all the national tradeshows, and its two-story booth features interactive product displays where attendees can see and test some of the newest products. Additionally, ADI Expos provide security professionals with exposure to a broad array of manufacturers. The events offer training seminars, hands-on learning, exclusive on-site show specials and more (info available at http://adiglobal.com/usExpos).

CLARK Security Products

CLARK Security Products — like TRI-ED, a division on Anixter — is a wholesale distributor of security products, including door hardware, key systems, video surveillance and electronic access control. “Product education is a core part of our service offering,” says Korey Sarokin, the company’s director of marketing. “Our mission as a security product distributor is to be much more than a fulfillment house. We strive to be a reliable partner by providing our dealer partners the right products, tools, resources, services and training they need to be successful. We meet with our suppliers regularly and plan initiatives at a national level to give customers the right kind of product education and training that will support their security and business needs,”

“The object of our training presentations is to enhance our customers’ knowledge of security and technology so they can have the confidence, knowledge, qualifications, and certifications needed to expand their business offerings,” Sarokin adds.

CLARK offers a broad range of classes, from basic to advanced locksmithing, door hardware and access control, automotive, safes, certifications and more. The classes are available across the country, from local trainings to regional expos and educational seminars; and most offer hands-on training for participants to practice and improve their skills in an interactive environment.”

Classes include: Certification training, new product releases, fire & life safety codes, electronic security, servicing and troubleshooting, and advanced hands-on skills. Each year, the distributor hosts regional expos/educational seminars. In partnership with suppliers and industry-leading educators, each event includes security and business building classes tailored for business owners and security integrators.

“We introduce customers to the products and services we provide, from product trends to value added services that make it easier for them to do business, like ecommerce tools, leasing/finance programs, account managers in the field and technical expertise,” Sarokin says.

Local vendor days at individual CLARK branches give attendees a chance to learn about new products and to network directly with the distributor’s vendor partners. CLARK also offers factory training and certification at branch locations, hosts webinars and exhibits at regional trade shows. Check out all of the company’s upcoming events at http://clarksecurity.wpengine.com/calendars/month.

For in-house technical support, electronic security specialists are available at each CLARK location. “We have trained Electronic Security Specialists (ESS) to help customers navigate advanced electronic security. They can design, configure, supply, network and support IP-addressable electronic access control solutions,” Sarokin explains. “In many cases, our ESS specialists are certified by the factory. They can provide level 1 and some level 2 support for PC-based, Server-based, Wireless (802.11) and Ethernet (802.3) access control systems, as well as various additional Electronic Security Solutions, from stand-alone to large networked electronic access control systems and analog and IP Surveillance/CCTV systems.”

Paul Rothman is Editor In Chief of Security Dealer & Integrator (SD&I) magazine (www.secdealer.com). Tim O’Leary is a regular contributor to SD&I sister publication Locksmith Ledger (www.locksmithledger.com).

SIDEBAR

HEAD: The Bottom Line on Value Added

DECK: What you should expect from your VAD

By Bill Douglas

The term “value-added” has been used so widely that it has lost much of its meaning, as virtually all distributors today incorporate this term into their company description or tagline. Value-added should be used to describe only what a distributor offers beyond its core capabilities of providing inventory, logistics and financing.

One of the problems most broad-line distributors face is they simply offer too many products to be specialists and have too many accounts to have a deep understanding of individual customer requirements. Providing effective value-added services starts with knowing the customer. This includes company size, markets served, preferred technologies and products and technical capabilities. A value-added distributor (VAD) needs be viewed by their customers as a true technology partner; and to be viewed as such, the VAD has to build trust by demonstrating how it can bring knowledge and resources to the relationship — which translate into time savings and increased earnings for the integrator/dealer.

Value-added services fall into two main categories: pre-sale and post-sale.

Pre-sale: A VAD providing true pre-sale support must have salespeople that have a strong understanding of available technologies, the manufacturers of the those technologies, and the feature sets of available products. They must understand compatibility of products and how to organize the building blocks of a security system in a way that makes sense for the customer’s applications from both a technical and commercial standpoint. Essential elements of pre-sale support are closely listening to the customer’s stated requirements and then asking the right questions to establish a good understanding of the budget the integrator is working with. If trust has been established by demonstrating a high level of expertise, then solutions can be explored and frustrations avoided. The VAD takes a consultative approach to selling. Frequently it is the small- to medium-sized dealers and integrators that do not have specialized staff who look to the VAD to be an extension of their own technical team.

Post-sale: This value-add involves the support provided when a customer has a problem with a product they purchased or has issues with an installation or integration. The single most important aspect of post-sale support is responsiveness and quick resolution. The distributor must share the same sense of urgency as the integrator when their customer’s system is down and a quick fix is demanded. In addition to responsiveness, a VAD offers a deeper level of technical support and knowledge. Technicians will be well trained on all products sold and with the technologies associated with those products. A lab should be maintained where most common VMS and NVR products are running and technicians have the ability to troubleshoot both hardware and software problems — normally without the need to contact the manufacturer.

Bill Douglas is vice president of Business Development for United Digital Technologies (http://udtech-usa.com), a distributor of network video products. To request more info about the company, visit www.securityinfowatch.com/10215460.

Differentiation Matters in the Smart Home Market

Alliance of distributors offers products and training to help break into home automation

By Dennis Holzer

Buzz surrounding the smart home and Internet of Things (IoT) has yet to falter; in fact, current data and research support its continued growth and evolution. Business Insider recently reported that “the IoT will result in $1.7 trillion in value added to the global economy in 2019” — that is a lot of money and opportunity up for grabs. But if you have not yet branched out beyond alarms and security monitoring, how you can capitalize? And where do you begin?

My advice to security dealers and integrators is simple: Be different.

The Opportunity

Gartner Inc. forecasts that 4.9 billion connected things will be used this year alone — that is up 30 percent from 2014 — and the analyst firm projects further growth, with 25 billion connected devices expected by 2020. Better yet, new research from home technology company IControl Networks names security as the number-one driver of smart home adoption. With growing consumer awareness — generated in part by flashy, new mainstream product introductions, as well as the role of key companies such as Google, Apple and self-served mass merchants — adoption is reaching an all-time high.

These market forces are creating monumental consumer demand, and with that demand comes the need for someone to fulfill consumer technology needs. Yes, you may find a tech-savvy millennial who wants to install their own DIY security system, but inevitably you will find those homeowners who put their trust in the experts and appreciate the professional installers who will manage and maintain their system for them. If you don’t step up, someone else will.

Customers buy differences…so be different. It’s true, a dealer/integrator’s biggest competitive advantage over big box brands and online suppliers is the genuine connection they build with their customer. The face time, consulting and education that today’s dealers and integrators offer homeowners is often leaps and bounds above what is available through other means. Continue to cultivate those connections and personal relationships, while also fostering your own professional development.

Expand Your Knowledge, Grow Your Business

To truly grow your own business, you must grow yourself. Just as I encourage my distributors to add a new line or expand into new categories, dealer/integrators should be encouraged to do the same.

Each business year you should strive to augment your professional offerings by adding one new product category or innovative skill set. For example, there is immense opportunity for dealer/integrators to become more aware of their state-specific security protocols and garner the proper certifications to install and manage monitored security systems. There’s also a strong need for IT professionals and network gurus — understanding the network allows for integrators to own a big piece of the pie when it comes to complete, seamless connected home systems. Attend training, listen in on webinars and take advantage of local dealer events and expos.

Specifically, PowerHouse Alliance — a growing national consortium of 13 regional wholesale distributors that provide AV and security products to installers and dealers — works hard to make training and educational resources available to dealers across the nation.

As we expand our categories to include enhanced security and surveillance solutions, we work quickly to prep dealers and integrators on product benefits, installation best practices and consumer-facing marketing tactics. Our events calendar (available at http://powerhousealliance.com/events) is always packed with training, vendor days and tradeshow exhibitions that allow us to get product in dealers’ hands, enabling you to touch, test and explore these solutions fully, before installing.

With safety and security driving initial mass market smart home adoption, this is your chance to not only offer peace of mind, but to deliver the ultimate in convenience. The smart home is growing and alongside security features, it encompasses everything from entertainment, lighting, climate, comfort and more — and you can be just the pro needed to handle the job.

Dennis Holzer is Executive Director of PowerHouse Alliance (http://powerhousealliance.com). Request more info about the Alliance at www.securityinfowatch.com/12084590.