Bursting Out

By Michael J. Joseph · February 2007

Technology explosion has allowed advances, price reductions for hardware, but more open doors for dealers

THE past year has seen an explosion of technology in the world of video surveillance. Industry professionals have been selling video technology for years, but the recent advances in technology and price reductions in hardware have opened the door for more dealers to get involved with video sales. Dealers can now offer several types of video central station services under the heading of video monitoring. By adding monitoring and services, dealers can take video sales to the next level.

Video is not used just to reduce or document crimes. It can be used to enhance workplace safety programs, reducing the amount of worker compensation claims and other liability claims such as fraudulent slip and fall claims.

Expanding Your Horizons
The first component is choosing a manufacturer that will provide quality products to sell. In addition to equipment, the level and availability of technical support and training is crucial. Technicians should be thoroughly trained on proper installation and system maintenance. For more complex issues, a strong reliable technical support department from the manufacturer is a requirement for professional system design and troubleshooting. The range of available video products today is broad, and there are hundreds of specialty cameras and lenses to fit into any application. The top manufacturer will offer full support from system design through installation and troubleshooting.

The next component is a strong sales training program. Manufacturer representatives, colleagues, competitors and current customers will tell where they have sold systems and in what circumstances end users have found benefits. Look to the current customer base if you are just getting started selling video. Analyze the needs with video solutions in mind, and see if there is a need for enhanced services. Is your community looking for some type of verified response? Have customers' situations changed since a burglar or fire system was sold to them? Have the manufacturers help put together equipment packages or kits? Develop specific programs, and identify groups of customers that can benefit from the addition of a video kit. This makes it easier to sell.


Added Value
Video is not used just to reduce or document crimes. It can be used to enhance workplace safety programs, reducing the amount of worker compensation claims and other liability claims such as fraudulent slip and fall claims. Suspicion monitoring or video escorts provide valuable services for employees and customers alike. Owners may even reduce insurance premiums with comprehensive programs. Marketing and merchandising professionals have used video to study shopping patterns in retail environments. Multi-store owners and managers have used video to remotely visit stores spread out over large geographic areas from the comfort of their home or office. Return on investment also is an added benefit for buyers.

Often, the purchase of a large video system is beyond a business' ability for a cash purchase. Make it easy for these companies to buy with financial packages from reputable leasing companies. There are several firms that specialize in leasing equipment programs in the security industry. Partner up with one, and be prepared to offer a full range of solutions to the customer.

Revenue Streams
There are two major types of recurring revenue for video, maintenance and monitoring. Selling maintenance is critical to customer satisfaction. Do not offer it as an option or an additional sale, make it part of the deal. The value of a system is measured in the quality of the image produced. Take great care in designing a video system to meet the needs of the customer, and also offer the best equipment to produce clear pictures of the areas concerned. The best way to ensure the highest quality image over time is through regular maintenance, which may be as little as one visit every six months to clean and refocus the lenses and check connections.

The second form of recurring revenue is video monitoring. National associations and industry groups have been working together to establish and maintain standards of practice for the security industry. SIA, the Central Station Alarm Association, the National Burglar and Fire Alarm Association, National Fire Protection Association and other groups all have standards committees, and those committees propose standards to members for approval. The industry has been successful in setting professional standards and practices without undue government influence. The industry has determined that video verification, video guard tours, video surveillance and video concierge services are the four forms of video monitoring generally accepted and offered by professional firms.

Concierge services are additional video monitoring services that can be sold for special situations. Convenience stores or other retail facilities might be most interested on a "look in upon request" offer. Business owners might be interested in the ability to offer employees a "video escort" to their cars in rough neighborhoods after dark. These can be classified as special-need monitoring situations. The central station and dealers will work with end users to customize programs to meet specific criteria.

The future of video monitoring is wide open to creative minds, and opportunities arise in surprising situations at unexpected times.

This article originally appeared in the February 2007 issue of Security Products' Monitoring supplement pgs. 26F-26G.

About the author

Michael J. Joseph
Michael J. Joseph is the vice president of operations for SentryNet.


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