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.

**** **-**% ** **** integrator *** ************ ***** are ** *** *********, according ** *** **** statistics.

**** *********** *** ************ struggle ** **** *** customers.

*******, *** ******* ** those *** *****, ********* to ***** ******, *** fundamentally *********.

** **** ****, ** examine **** ** *** top ******* *** ********** and ************ *** *****.

[***************]

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...

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