Risk of Hiring IT Sales People

By: John Honovich, Published on May 16, 2008

One of the sexiest but riskiest ideas in video surveillance is hiring IT sales people. It's easy to think that we are now moving into IT, the technology is new, the problems are different, the industry is being transformed. Unfortunately, it's just not the case.

In my experience, IT sales hires have been consistently poor performers. By contrast, good security sales people have been able to improve their IT skills to make a successful transition.

Here are the dangers:

1. IT sales people lack relationships in security. This cripples their ability to grow business.

2. IT sales people don't really know that much about technology so it's easier to train your existing sales people.

3. IT sales people are arrogant. Their arrogance makes them underestimate learning about security.

4. IT sales people expect to make more money than security sales people.

1 and 2 are the most critical explanations for the failures that I have seen.

Lack of Relationships:

As a sales person, your existing relationships are critical to meet your numbers. It's your biggest asset to cut down the time and costs it takes to close deals. When an IT sales person makes the transition to security, it takes them 6 months to simply figure who's who in the industry. They obviously are missing their numbers and struggle to make up for it. Say what you will about IT being the future but most deals are closed by working with security managers or security integrators. It's hard to have no relationships in these areas and win deals. Maybe if they struggle for a few years building relationships, it will eventually work but that's not a good result for either employee or employeer.

Get Notified of Video Surveillance Breaking News
Get Notified of Video Surveillance Breaking News

The main counterargument to this is that pucrhasing power is shifting from physical security to IT. Therefore, the value of security sales people relationships is being eliminated. If this is correct, then hiring IT sales people makes sense. However, this has been predicted for 3 years now and most industry participants (including myself) have been surprised about how slow that shift has been (e.g., the CEO of Intransa, an IT storage company, recently discussed their strategy of targeting security integrators). This is a strong indicator that this phenomenon is not as powerful as many have predicted.

Secondly, I believe that what is happening is that IT is generally not making decisions but is being called in to review (a different and secondary role in the sales process). With the first generation of DVRs and access control systems, the same dynamic occurred but power returned to security managers. I believe this will repeat iself (IT influence will decline in physical security [link no longer available])

Lack of Technology Knowledge:

90% of sales people's technology knowledge is a bunch of acronyms and canned phrases about market trends. That's ok. It's probably preferable because sales people win deals based on relationships and knowledge about the pricing and product offerings they have. Nevertheless, this reduces the value of the IT sales person. It's fairly easy to train security sales people on IT acronyms and market trends and much cheaper than bringing in a new person who knows nothing about your products or industry. (I worked in IT/telecommunications before entering security so this is not philosophizing, it's based on direct detailed experiences.)

The main counterargument to this is that security integrators lack the technical expertise and therefore should partner with IT companies. One, security integrators have been integrating IT systems for a decade (e.g., access control and DVRs). That is not to say, security integrators are as good as IT integrators technically. However, most security integrators have a solid foundation for today's IP video systems. If you are a security integrator and need to partner, it is best to partner with a smaller IT company or an individual. The amount of technical expertise you need is small and by partnering with companies smaller than you, you keep costs down and eliminate any conflicts over who is the prime contractor on the deal.

These two are the heart of the matter. But there are two other phenomenon I have noticed that make it worse.

Often companies try to hire senior IT sales people. Generally those sales people make significantly more money than their security counterparts (whether this is an integrator or manufacturer). They expect to make the same or more when making the transition to security. This puts burden on the hiring company to justify their pay, especially when they have difficulties performing (especially in year 1 when they are learning the ropes). Moreover, senior IT people generally look down on security because it is perceived as being less sophisticated. However, their hubris undermines deals because security managers and integrators can see the IT sales person's arrogance. Similarly, it hurts the IT person from really buckling down and learning the nuances of the people, players and practices of the security market.

The pattern of success I have seen is bring in younger people who have at most a few years of technology experience (sales or operational). These people are more hungry to become successful, less wedded to IT and will be ok with making less money while they are learning the ropes.

Related Reports

Anixter Runs Fake Coronavirus Marketing Using Shutterstock Watermarked Images on Jul 24, 2020
Coronavirus faked marketing is regrettably commonplace right now but Anixter...
The Booming Multi-Billion Coronavirus Fever Camera Market on Apr 21, 2020
The market for elevated body temperature detection cameras, aka 'coronavirus...
Faked Coronavirus Fever Detection, Athena Used Hikvision; Responds - Selling NDAA Compliant Cameras, Pledging 50% Of Profits to Victims on Mar 24, 2020
US company, Athena Security, faked its coronavirus fever detection marketing,...
Coronavirus Hits Manufacturers, Standing Now, Worse To Come on Apr 06, 2020
Coronavirus is hitting security manufacturers, though overall modestly for...
Facial Recognition: Weak Sales, Anti Regulation, No Favorite, Says Security Integrators on Jul 07, 2020
While facial recognition has gained greater prominence, a new IPVM study of...
FLIR A Series Temperature Screening Cameras Tested on Jun 04, 2020
FLIR is one of the biggest names in thermal and one of the most conservative....
Fever Camera Sales From Integrators Surveyed on Jun 01, 2020
Fever cameras are the hottest trend in video surveillance currently but how...
Injes Tiny Temperature Terminal Tested on Jul 17, 2020
While temperature terminals have trended bigger, the Injes DFace801 is...
Sunell Panda Cam Body Temperature Measurement Camera Tested on May 14, 2020
Sunell is far less well known than its gargantuan domestic competitors Dahua...
FLIR Screen-EST Screening Software Tested on Jun 30, 2020
In our FLIR A Series Test, the cameras' biggest drawback was their lack of...
Breaking Into A Facility Using Canned Air Tested on Jan 28, 2020
Access control is supposed to make doors more secure, but a $5 can of...
Directory of 95 Video Surveillance Startups on May 20, 2020
This directory provides a list of video surveillance startups to help you see...
Uniview Deep Learning Camera Tested on Jul 14, 2020
Uniview's intrusion analytics have performed poorly in our shootouts. Now,...
Integrated IR Camera Shootout 2020 - Avigilon, Axis, Bosch, Dahua, Hanwha, Hikvision, Panasonic, Uniview, Vivotek on Jan 30, 2020
The best and worst cameras tested in this IPVM shootout showed major...
Masks Cause Major Facial Recognition Problems on Feb 24, 2020
Coronavirus is spurring an increase in the use of medical masks, which new...

Recent Reports

SIA Coaches Sellers on NDAA 889B Blacklist Workarounds on Aug 05, 2020
Last month SIA demanded that NDAA 899B "must be delayed". Now that they have...
ADI Returns To Growth, Back To 'Pre-COVID Levels' on Aug 05, 2020
While ADI was hit hard in April, with revenue declining 21%, the company's...
Exposing Fever Tablet Suppliers and 40+ Relabelers on Aug 05, 2020
IPVM has found 40+ USA and EU companies relabeling fever tablets designed,...
Indian Government Restricts PRC Manufacturers From Public Projects on Aug 04, 2020
In a move that mirrors the U.S. government’s ban on Dahua and Hikvision...
Directory of 200 "Fever" Camera Suppliers on Aug 04, 2020
This directory provides a list of "Fever" scanning thermal camera providers...
Face Masks Increase Face Recognition Errors Says NIST on Aug 04, 2020
COVID-19 has led to widespread facemask use, which as IPVM testing has shown...
Dahua Loses Australian Medical Device Approval on Aug 04, 2020
Dahua has cancelled its medical device registration after "discussions" with...
Google Invests in ADT, ADT Stock Soars on Aug 03, 2020
Google has announced a $450 million investment in the Florida-based security...
US Startup Fever Inspect Examined on Aug 03, 2020
Undoubtedly late to fever cameras, this US company, Fever Inspect, led by a...
Motorola Solutions Acquires Pelco on Aug 03, 2020
Motorola Solutions has acquired Pelco, pledging to bring blue back and make...
False: Verkada: "If You Want To Remote View Your Cameras You Need To Punch Holes In Your Firewall" on Jul 31, 2020
Verkada falsely declared to “3,000+ customers”, “300 school districts”, and...
US GSA Explains NDAA 889 Part B Blacklisting on Jul 31, 2020
With the 'Blacklist Clause' going into effect August 13 that bans the US...
Access Control Online Show July 2020 - On-Demand Recording of 45+ Manufacturers Presentations on Jul 30, 2020
The show featured 48 Access Control presentations, all now recorded and...
Face Detection Shootout - Dahua, Hanwha, Hikvision, Uniview, Vivotek on Jul 30, 2020
Face detection analytics are available from a number of manufactures...
Sunell is The First China Manufacturer to Market NDAA Compliance on Jul 30, 2020
Most China manufacturers are going to be impacted by the NDAA 'Blacklist...