7 Lessons From a Security Sales Expert

Author: Carlton Purvis, Published on Aug 26, 2013

The sales side of the house often takes a back seat to engineering on IPVM. In this interview, we flip that, speaking with Chris Peterson, President of Vector Firm, looking at key issues driving security sales, including:

Biggest Change in Sales

  • ******* ****** ** ***** **** *** **** ** *****
  • *** ********** ****** ** *** *****
  • *** ****** ** *** *** *** ******
  • ******** *** ***-**** ***********
  • **** ****** ****** ******* ***** *** ***********
  • *** ** ************* *** **** ****** ******** **** *****
  • ********* ******* **** *** ********* ****** ********

** **** ** ** **** ****** ** *** **** *** to ***** ***** *** *** **** *** ****** ** ***** a ****** ************ *** *******. ****** **** *******. *** ************* have ** ** **** **** **********. **** **** ** ******* some ************ ***** ** **** ******.

"******* ***** ***, ********** *'* ***** ** *** ***** ** summed ** ** '**** **** ** ***** **** * *****.' Just ****** * *** ** ***** *** ** **** ***** is ****, *** *** **** ** ** **** *****. ***'** got ** ******* **** **** ***** ** ******* ********** ** their ************. *** **** ** ******* **** **** *** ********* to ******** [***** ************] ** ** **** ***** ***********. **** them ****** ** ** ** *** ********* *** **** **** what **** **** ** **."

Burden ********* ** *** *****

******** **** *** ****** *** ********* ** *** ***** ** the ******** ***** **** *********** *********. ***** ** *** ** much ** * **** ** ** ** ***** ***** ** understand **** ********** ** *** *****. "*** ****** *** ** online *** **** ** *** *****," ** ****. ******** **** misinformation **** *********, ** ******** ***-******** ********* **** ****** *********** to ********* *** ******** ******** *** **** *** ****** ******* harder *** ****.

The ****** ** *** *** *** ******

******** **** *** *** *** ****** ** *** **** ***, but ** ***** ** "**** * ********** **** *** *** next ** ***** ** ****** *** ********* **** ** **." This ******** *** ******, *****, ****** **** ************ *** ** increasingly ********* ****** ********* **** **** ***** *****.

** **** ** * ***** ** ***** ******** **** ** integrator. *** ********** *** ******** * **** *** ***** *** saw * *** ** * ****** ********** ** **** ******. Interested ** ******* *** **** ********** *** *** *** ****, he ******* ***** ****. ******* **** ************ (*** *** ***'* shirt) *** ********** ***** *** **** ** *** ******** *** of *** ********** ******** ********** *** ******.

"************* *** ****** ********* ****** ** ******* *****, ** ** someone *** **** ** ****** *** *** ****** ** **** 10 ** ** ******, ****'** ***** ** *** ** *** themselves. *** ***** *** *** ****** ******* ** *********** *******. If **** **** * ********** ****** ** ** ** ** engineering ********** *** *** ** *** *******, **** ****. **'* just *** ********* ** **********. ** *** **** ** **** in ******** *** **** ** ******* **** ******* *** ********** systems."

Fighting *** *** **** ***********

********* **** ***** ***** *** ***** ******** **** **** *** buy *** *******. "*** ***** **** ****** **, ********** ****** getting **** ** ** ******** ***********, ** **** *** ********** or **** *** ******** *******." ******** ****. *******, "** *** customer ** ****** ***** **, **** *** ******* ********** ** impressed," ** ****. ** ****, ** ** ********* ** ***** these ***** ** ******** ** **** **** ******** ******** ** a *** ***** ** **** *********.

**** ** **** ***** * **** ************ **** *** *** user ******* *********. "* **** ************ **** * ******** **** help *** ******* *** ** ** ** ******," *** ******** not **** **** **** ****. ** *** ******* ** ******* does *** **** * *** ************** **** *** ***********, *** have ** **** **** *** ******* **** *** ******* *** value.

*******, "** * **** * ********** *** ***** ** **** on ***** ****, *'* ******** *** *** ********," ******* ** the **** **** ***** **** ***** **** **** ***** ***** for *** *** **** **** *** ***** ******* *****, ** said.

*** *********** *** *** *****

******** ********** *** ********** ***** ** *** ***-**** ******** *** their *******, *********** **** "********** ******* *** ******** ****** ***** many ********* *** *** ******** ********. *** *** ** ************ provide ***** ** ***** ******* ** ** *********** ****** *********** campaigns ** * ******* *****. ***** *****, ***** ******** *********** to ***** ******* ******* ***** ** * ***** *********** ** not. **** ******** – ** ******** ***** *********** ** ******* *** **** *** **** ** ****** ****** control, ** ***** ****** *** **** ***** *** ****** ****** in ***** **********, ***. **** **** ** **** *** ******* that ***** ******* *******’* **** *** **** ****, *** ** addicted ** ******* **** ****."

** **** **** *********** ****** **** **** **** *&* ***** and ***********. "*** ********** **** *** ************* - **** **** support **** *** *********** *********. ************* *** ******** ** *********, but ******* *** ** *** ***** ******** **** ******* **** the *********** ** ***** *******. ** ** ********** **** ******* about **** *** ******* ** *********** ******* *** *** ***** specifiers, ******** **** ******* – ********** *** *** *****," ** said.

Most ****** ****** ******* ***** *** *********

"*** ******* ** ** ******** ** ** **** **** ****** are *******. **** ***'* ******* **** ** *** ***** ** business **** ****** ** ********* ***. **** **** ** ** able ** ******* ********* ** **** *** *** ***** ** much ***** ** ***** *******. **** **** ** ******* **** a ********** *** *********** **** ** ****** ******* ****** ** not *******. ***? ******* * ******* ****** ** ***** **********," he ****.

******** ********** **** ********* ***** **** **** ** *** ***** with ***** ****** ** ****** ********** ****** *** *** **** the ********** **** **** **** ******* ** *** *****. ** also **** ***** ****** ** * ********** ****** ** ********** communication ******* *** ***** *** *********** ***** ** ******** ** monthly ******** ***** *** *** ***** *********** *** ******* ******.

"***** ** ****** ***** ** ** **** ******* ******* ***** and *********. ** *****'* ***, **** ***** ***'* ******* **** enough. *** ******* *** ** ****** **** ** ** **** sure **** ********** **** *****'* *****," **** ********.

********* ****** **** ** **** ***** **** ***** *** ***** products *** ***** **** *** ******* **** **** *** ********* with.

How *********** *** ************* **********

****** ********, *** ************ **********, ***** *** * *** ** companies ***** ******* ****. ** ** ********** **** **** ** find **** ***** *************** *** *** *** **** ** **** what ***** **** ***** ***, ** ****. "* *** ****** a ******** *** * *** ** *** ******** ****** *** hand *** ****, '* **** ******* **** ****. ***** *** six ***** ********* ** ** **** **** ********* *** **** manufacturer *** *** ******** ** **** ** ** ***.' **** most ********* ***'* ********** ** **** ***** *********** *** ** the **** ****** *** ** **** *********, *** **’* **** to **** * ***** **** *** ***** ***** ************** ****. It ****** *******, *** * *** ** ************* ******** ** to **** **** **** ***** ****** *** ******* **** ***************."

** **** ********* ****** ********* ****** **** *** ********* *** quantifiable ***** ***** *******. *** *******, ******* ** ****** "*** people *** *** *****," ***** ********** **** "** **** * combined ** ***** ** **********" ** ************ ******** *** ************** are **** *********.

Open ** ********* ****** ********

**** ***** ** * **** ****** *** * **********, ********* channels ****. "* ****** ** ************ ******* ** ** **** protective. ***** ** ******, *** ** ****** **** ** *** very **********. **** *** *** **, *** **'* ***** ** be **** *********. ****, **** ** ******** ************ *** ******* your **********. **'* ********** *** ***** *** *** ***, ***'** just *** ***** ** *** ** ***** ** * *********," he ****

** ***** ******** ** ******* *** ****** **** ********* **** the ******* ** *** ** **** *********** ******. "**'* **** of **** ****** ********," ** ****. "*** *** *** ** without ** *****, *** ** *** **** ** *** *** excel. ** *** *** ***** ***** ***'** ***** ** ***** out *** ****'* ***** ** ***** *** ** * ******. But ** ***'** *** ***** *****, **'* *** ***** ** hurt *** ** **** ** ** ***** ** ***** ***."

Comments (9)

**** **** *** ****.... ******** ****** ************* ** ***, *** I ******** ***** **** **. ********* **** *******.

*******, * ************ ******* ********** ****: ""** **** * ******** 80 ***** ** **********"

** **** * ********* **** ** ***** ** ********** ****, 4 **** ** *****, ** ** ********* **** * **** of ********** ****, ***...?

**********, * ***** ***** **** ******** *********. *******, * ***** highlight ******** ********** **** ** ******* ** **** *** ***** to *** ******* ** ******** ****** **** *** ** ********* of '*****' **********.

* ** *** * *** ** *** * ***** ******** experience *****, ****** **'* ****** **** **** ****** "*** ****** are ***********" ***** ** *** *** ******. **** ******* ************** is ***** *** ****** ** ****** ********** ** ** ******** pitch/marketing ***.

**** ****, ********* ***** ** ********** **** *** **** ** all. **** ** *** **** "*** ******* ******** *** * years ** **********", ** ***** **** *** ******** ** *** good **** ***. **'* *** ******* *** * '*******' ************ to ** ******, ********** **** ********** ****** ********* *** ***** of ******** **********.

** *****. ** **** ** ***** *** *************** ********** ** to ** ********* *** **********. **** * *********** ****** **** his ******* ******** *** **** *******, **** **** ******* *** me. ** ** **********? ***, *** **'* *** ********* ** different - ******** ***** ***** ******. *** ***** ******* **** your "******** ******* *******" *** * **% ********* **** ** compared ** *** ******** ******* ** **%. **** **** ***** my *********.

***** *** *** *** ******* - **** *******!

** **** **** *********** ****** **** **** **** *&* ***** and ***********. "*** ********** **** *** ************* - **** **** support **** *** *********** *********. ************* *** ******** ** *********, but ******* *** ** *** ***** ******** **** ******* **** the *********** ** ***** *******. ** ** ********** **** ******* about **** *** ******* ** *********** ******* *** *** ***** specifiers, ******** **** ******* – ********** *** *** *****," ** said.

* ***** **** **** ** ********* **** ******** **** *****. We ** *********** *** **** **** ************* *** ************* ******** included ** *** ********** ***** **** ** **** ****, ******** some **** *** **** *** **** ********* *** ******** ******** about **** ** **** *** ****** *** ******** ***. ** typically **** *** ****** *** ** *** ***** ***** ******* in **** *****, ***** *** *** ******** **** *** **** features *** ***** ** ** *** **** ******* *** ***********. That's *** ****** *** **** *** *******.

*** **** ****** ** ******* * ****** ********** "***** *** learn" ******* *** *** *&* ********* ******* * ******** ** least **** * *****. ** *** **** ** ****** **** has ***** ** *** ***** **** ** *** ******* *** same ******* *** **** ** *** ******** *** ** *** other ****** ****** ***** ************* ***** ** ***** ******* ** a **** ** **** *** ***** *** *** ******* ******* contractors ** *** ********** ****. ** **** ** *** **** this ** *** ********** ******** **** ** *** ******** *** based ** *** ******* ** ***, * **** ** ****** this ** *** ********** ********* ***** ** *** **** ****.

**** **** ** ********* **** ** **** ** ***** ********** because ** *** ** ******* ************* **** * ****** ***. We *** ** **** **** *** *** ******* ** *** first * ******. ************ ******* ******* ******** ** ****** ************** or **-***** ************** ** ******* **** ******* ** **** ** had ********* ** * ***** *** *****. ****** ******** ** sales *** ** ****&*** ********* ********** ** ******* ******* ****** ***** *** *** they *** **** **** ***. *******, ** **** ***** ** have * ************ ** * *** ****** ********** *** ****** the **** ** *** **** **** ** *** ******* ** administrative *****.

** ** ***** *** *** *********** ** ** *** **** thing ** ***** *** **** *** ********.

* **** ***********' ******** *****. ** ******* ** ******* *********** and ********* ******* **** *&*'* ********** **** *** ************* ** present. *** ****** ***** ******* ********** *** ************ ** ********* that ** ********* ** *********** *** *** ******* ***** ********* from *** *************. **'* * **** ****** **** **** **** crafting * **********. **** **** ** **** ****** ******* * strong *********** ** ********** *** ***** **** ****** ******** ***** of *** ******* *** *********** ********* ********* ** ****.

******** ** ** ** *********** ********* **** ***** ***** **** qualification ** ***** ****** ** ********. ***'* **** ** - as "***********" ** **** ********* ***** *** ********.

"**** **** ** ** **** ** ******* ********* ** **** and *** ***** ** **** ***** ** ***** *******. "

*********!

** *********, * **** *** *** **** ***** *** ************, which *** ***** ******. *** ** ** **********, ***** *********** are **********. ** *** ******* * *** ****** *** **** problems **** *** ***-** **** **, ** **** ***** ** the ******'* ****, ***** ******* * *********** ********** **** ********** problems ******* *** ******'* ***** ** *** ** **** ***** problems **** **** *** ****.

** ** ***** **** **** *** ********, *** ********* ***** comes ** *****, *** ****** ** **** ****** ** ******* it ** ** ********* *** **** **** * **** ******** attitude ***** **.

** ****. * ***** **** *** ***%.

** ******* *** ******** **** ****** ************* **** ** *** toward ***********. ************, * *** *********** ********** **** * ***** person ***** *** *** "***" ************ ** ** ********* ** "October ****" ******* *** ******** ***** ** ** **** ****. Many ***** ** ******** **** ******* ** ****** **** *** customer ****** ** *********** "***" ******* **'* * ****** ******** - **** ****** ** ***'* ** ***** ***** "**** *****". (I'm ****** ** ***** ***** ***.) ********* ** **** ** give *** ******** **** **** **** ** ***** **** ***** or ****** **** ** **'* *** *** ******* ********. **** times ****'** ***** **** **** ** **** ** ****** ************ that ********* **** **** ********** *** ******* ********.

*'* *** ****** ** ****** ******* ************* ********* (**** ** the ***** ***** * ***** ************ *** *******). *******, ***** is * **** *** ******* ********** *** ***********, *** ***** are **** ******* ****** **** *** **** **** ******* ******* our *********.

**** *** **** ****, ** ******* ****** **** ***** ****** bad - * **** ** ***** *** * **** ******... and * **** * ** ** ********** *********** ** *** of ** ***!

****** *** *** ******* **** *** ***** *** **** *******.

********* **** ***, * ***** *** *** **** **** **, and ********* *** *** ***-**************.

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related Reports

Paxton Drops US Reps, Plans Major Expansion on Dec 07, 2016
Paxton is gearing up to make a big run at  US access control success. The first step they have made is to cut all US Rep Firms, in anticipation of...
Milestone Favorability Results on Dec 06, 2016
In our second installment of manufacturer favorability results (first was Pelco), we turn to Milestone. 100+ integrators rated and explained what...
Pelco Favorability Results on Dec 02, 2016
This is the first in a series of studies of manufacturer favorability. 100+ integrators rated and explained their views of each manufacturer. We...
Hikvision CEO Declares 'We Do Not Cut Rates" on Dec 02, 2016
Hikvision has led another press trip to China, and this time Hikvision's CEO is sharing insights into their competitive strategy, including...
Distributor Offers Local Job Site Delivery on Nov 30, 2016
Local distribution branches are a big differentiator for many integrators, as they facilitate quickly picking up supplies locally without having to...
Top Surprises in the Video Surveillance Industry 2016 on Nov 29, 2016
  The top 3 surprises of 2016 for integrators surveyed by IPVM were: The race to bottom, repeating 2015's Top Surprise Result New -...
3VR Sales And Marketing Execs Out, Company Shifting on Nov 22, 2016
Two executives are out at 3VR, both after relatively short tenures at the company. 3VR's CEO says this is part of a shift to cover new markets....
Top Manufacturers Gaining and Losing 2016 on Nov 21, 2016
Hikvision has been the top gaining manufacturer in IPVM's annual integrator survey the past 2 years (see 2015 results and 2014 results). Can they...
Dahua Launches Aggressive Hikvision Style Sale on Nov 16, 2016
If you can't beat 'em, join 'em. This seems to be Dahua's strategy, first mimicking Hikvision in portraying themselves as an American treasure,...
Longse vs Dahua and Hikvision Tested on Nov 16, 2016
For many, even $100 cameras are too expensive. That is where spam king Longse comes in with their relentless offer of ~$20 cameras. In our past...

Most Recent Industry Reports

Hikvision vs Dahua Mobile Apps Tested on Dec 07, 2016
With smartphone use and low-cost video recorders surging, many user's main interface to their surveillance system is their phone. With mobile video...
Paxton Drops US Reps, Plans Major Expansion on Dec 07, 2016
Paxton is gearing up to make a big run at  US access control success. The first step they have made is to cut all US Rep Firms, in anticipation of...
Axis Partner Elder Care Video Analytics (Smartervision) on Dec 07, 2016
Can video analytics be used to improve the care of the elderly? Axis and a video analytics startup, Smartervision, are working together to do so....
Power Drill Selection Guide on Dec 06, 2016
Boring holes is a basic part of running cables for most security system projects. To do so, you will need to choose the right drills for various...
Milestone Favorability Results on Dec 06, 2016
In our second installment of manufacturer favorability results (first was Pelco), we turn to Milestone. 100+ integrators rated and explained what...
XiongMai Master Password List Emailed By Chinese Spammer on Dec 05, 2016
XiongMai created an international uproar as their devices drove massive botnet attacks of major Internet sites. After pledging to recall cameras...
Hikvision Cloud Security Vulnerability Uncovered on Dec 05, 2016
A security researcher uncovered a critical vulnerability in Hikvision's global cloud servers. This vulnerability allowed an attacker to remotely...
Door Operators Access Control Tutorial on Dec 05, 2016
Doors equipped with door operators, specialty devices that automate opening and closing, tend to be quite complex. The mechanisms needed to...
Pelco Favorability Results on Dec 02, 2016
This is the first in a series of studies of manufacturer favorability. 100+ integrators rated and explained their views of each manufacturer. We...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact