Top Barriers to New Security Sales

By John Honovich, Published on Mar 30, 2015

Only 25-30% of both integrator and manufacturer sales are to new customers, according to new IPVM statistics.

Many integrators and manufacturer struggle to find new customers.

However, the barrier to those new sales, according to those groups, are fundamentally different.

In this note, we examine what is the top barrier for integrator and manufacturer new sales.

Manufacturer - *******

*** **** ** *** / ****** ******** *** the ***** *** ******* for *************. ** *** contrary, *** ************ ********** about *** **** ** sales / ********* / leads.

Integrator - *****

*********** **** *********** *** mirror ******** ** *************. Almost ** *********** ***** products (****, ***, *** or ***) ** * barrier ** **** *** customers. *******, **** *** over *****, *********** ***** the **** ** ***** and *** ************ ** finding / ******** *** to *** ********* ** the *** ********.

Integrator **********

**** *********** ******* ** the **** *** **** leads:

  • "*** ********.... **** *****"
  • "********* ***** ****** ***** assist ** ********** **** leads, *** **** *** its *** ******- **** of ******* **** ****** vs ****** ******."
  • "***** **** ********** ** soliciting *****."
  • "******** **** **** ******* lead **** ****** ****** more *******."
  • "** * *** **** type ** **** ********** outside ** ****** **** would ** ****."
  • "***** **** *******?"

*******, ** ******* ****** *******, *********** ************** ******** on ***** **** **** referrals *** ******** **********.

** **** ***, **** integrators ********** *** **** for **** *********:

  • "********* ** *** *****."
  • "*********** ***** **** *** a **** ********* ********."
  • "** **** ********* *** marketing *********** ****** *** we *** ********** ** more ***** *****."
  • "*** **** ********** **** advertising, ********* *** ***** trade *****."
  • "** ** ******* *** some **** ** ********* it ***** ******** **** bring ** *** ********."
  • "**** *********** -**** ***** staff."

*******, *********** ****** **** sales ******:

  • "* ****** ***** *****/*** ability ** ******* **** people ***** **** ** get **** ********."
  • "********** *** **** ********* sales *********."
  • "** **** ** **** more ****** ** *** with *** ** ** front ** *********, ******* to **** ****."
  • "****** ****** *********** ***** help ****."
  • "******** *** ***** ***** looking *** *** ********."
  • "*** ******* ****** ** too *** ******. **** feet ** *** ****** would ******** *** ****** of *** ********."

Manufacturer **********

************* ********* ********* / emphasized *** **** *** better ** *** ********: 

  • "********'* ****** ********* ******** of *** **** *******. All * *** ** is ***** ***** *** my ****** ** ****** than *** ******-********* ******* you *** **** **** anyone."
  • "****** *** ******** *** / ** ******** *** then ***** *** *******."
  • "** **** **** ********************."
  • "**** ****** ******* *** ** our ** *** ****** differentiators ** *** ** portfolio"
  • "*** ******** *** ******** physical ***** ******** ********* help *** ****"
  • "*** ***** ***** ************ would **** **** ******* new ********."

Manufacturer / ********** *************

** ** ****** **** manufacturers *** ******* *** better ******** *** *********** most **** **** ***** / ********. ******, ******* manufacturers *** **** ***** integrator ******* **** ******* lead *******, ** ************* tend ** ** ****** at ******* ***** (****** budgets, ****** *****, ***.). This ***** ** ******** beneficial *** **** ****** integrators ** ******** *************.

Comments (2)

"...perhaps manufacturers can help their integrator dealers with greater lead sharing, as manufacturers tend to be better at getting leads (bigger budgets, bigger scale, etc.). This might be mutually beneficial and more endear integrators to specific manufacturers."

Exactly right -- we ALWAYS dance with the ones who bring us.

"It is ironic that manufacturers are pushing for better products but integrators most want more leads / contacts. Indeed, perhaps manufacturers can help their integrator dealers with greater lead sharing, as manufacturers tend to be better at getting leads (bigger budgets, bigger scale, etc.). This might be mutually beneficial and more endear integrators to specific manufacturers"

It is not that ironic actually- it is more of the chicken and egg thing...

Manufacturers chase the large behemoth SI's and thus invest more and more on marketing and lead generation. Sales teams want leads (to win the hearts of the SI's), but they also want new products. its a catch 22 and no one wins.

The biggest loser in this rat race is innovation, and that is why our trade shows start looking more like groundhog day than a celebration of superior technologies. More features in VMS, higher resolution cameras, and cheaper thermal technologies can't be any farther from innovation...

Read this IPVM report for free.

This article is part of IPVM's 6,587 reports, 888 tests and is only available to members. To get a one-time preview of our work, enter your work email to access the full article.

Already a member? Login here | Join now

Related Reports

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...
Fever Camera Sales From Integrators Surveyed on Jun 01, 2020
Fever cameras are the hottest trend in video surveillance currently but how...
Access Control and Video Integration Statistics 2020 on Oct 08, 2020
Video Surveillance and Access Control are two of the most common security...
Disruptive Free Lead Generation Added To IPVM on May 15, 2020
IPVM has added lead generation for sellers, for free, disrupting the...
Mobile Access Control Usage Statistics 2020 on Sep 21, 2020
Most smartphones can be used as access control credentials, but how...
IPVM For PR / Marketing People on Apr 29, 2020
Since IPVM does not accept advertising nor sponsorships, etc., PR / marketing...
IPConfigure Presents Orchid Fusion VSaaS on Apr 30, 2020
IPConfigure presented Orchid Fusion VSaaS at the April 2020 IPVM New Products...
Mexico Video Surveillance Market Overview 2020 on Oct 20, 2020
Despite being neighbors, there are key differences between the U.S. and...
Injes Tiny Temperature Terminal Tested on Jul 17, 2020
While temperature terminals have trended bigger, the Injes DFace801 is...
Leica Presents AI LIDAR / Thermal / Visible Camera (BLK247) on May 06, 2020
Leica presented its AI multispectral BLK247 camera at the April 2020 IPVM New...
Manufacturers Not Interested in October 2020 ISC West Show on Apr 13, 2020
Manufacturers overwhelmingly say they are not interested in going to the...
Coronavirus Hits Manufacturers, Standing Now, Worse To Come on Apr 06, 2020
Coronavirus is hitting security manufacturers, though overall modestly for...
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...
Favorite Video Analytic Manufacturers 2020 on Feb 25, 2020
Video analytics is now as hot as ever, driven by the excitement of advancing...
SimpliSafe Business Security Launched Examined on Sep 22, 2020
SimpliSafe has launched "SimpliSafe Business Security" that the company...

Recent Reports

Deceptive Meridian Temperature Tablets Endanger Public Safety on Oct 21, 2020
IPVM's testing of and investigation into Meridian Kiosk's temperature...
Honeywell 30 Series and Vivotek NVR Test on Oct 21, 2020
The NDAA ban has driven many users to look for low-cost NVRs not made by...
Ubiquiti Access Control Tested on Oct 21, 2020
Ubiquiti has become one of the most widely used wireless and switch providers...
Mexico Video Surveillance Market Overview 2020 on Oct 20, 2020
Despite being neighbors, there are key differences between the U.S. and...
Dahua Revenue Grows But Profits Down, Cause Unclear on Oct 20, 2020
While Dahua's overall revenue was up more than 12% in Q3 2020, a significant...
Illegal Hikvision Fever Screening Touted In Australia, Government Investigating, Temperature References Deleted on Oct 20, 2020
The Australian government told IPVM that they are investigating a Hikvision...
Panasonic Presents i-PRO Cameras and Video Analytics on Oct 19, 2020
Panasonic i-PRO presented its X-Series cameras and AI video analytics at the...
Augmented Reality (AR) Cameras From Hikvision and Dahua Examined on Oct 19, 2020
Hikvision, Dahua, and other China companies are marketing augmented reality...
18 TB Video Surveillance Drives (WD and Seagate) on Oct 19, 2020
Both Seagate and Western Digital recently announced 18TB hard drives...
Watrix Gait Recognition Profile on Oct 16, 2020
Watrix is the world's only gait recognition surveillance provider IPVM has...
Intel Presents Edge-to-Cloud Ecosystem for Video Analytics on Oct 16, 2020
Intel presented its processors and software toolkit for computer vision at...
Best Manufacturer Technical Support 2020 on Oct 16, 2020
5 manufacturers stood out as providing the best technical support to ~200...
Microsoft Azure Presents Live Video Analytics on Oct 15, 2020
Microsoft Azure presented its Live Video Analytics offering at the September...
Worst Manufacturer Technical Support 2020 on Oct 15, 2020
4 manufacturers stood out as providing the worst technical support to ~200...