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Video analytics brings a proactive approach to video from software and intelligence but the truth is many dealers have been reluctant to buy into the concept, literally.
The early-adopting dealers, who brought video analytics-based products on to differentiate themselves from the competition found the prices were mostly suitable to an upper echelon customer base and a top-tier level of security applications. In addition, the product itself was costly to install and required more man-hours on the job from programming, set up, etc. Those who were successful and were able to sell the product found the systems so complicated and cumbersome that the installations practically required engineers from MIT. Troubleshooting the complex system was time-consuming and often frustrating.
The result was an overall rejection from the brave group of dealers who had ventured into the waters of intelligent video. Instead of fixing the problem and leveraging the power of the dealers within the industry by adapting the product to the market, manufacturers decided to switch gears and sell direct (currently 38 percent of manufacturers of intelligent video go straight to the end-user for sales). This further alienated the dealer and integrator. After all, who wants to cut their profit margin to bid on installing a complicated product when they have little field experience and even less confidence that the technology will work? This entire process left the most important sales channel in the security industry — dealers and integrators — without a partner for intelligent video.
Critical dealer connection
Dealers have always played a vital role in mainstream acceptance of new technology in the marketplace and intelligent video analytics is no exception. Dealers and integrators are the face of the industry in the eyes of the consumer and their endorsement of new technology is fundamental to the success of the selling cycle. Intelligent video providers who understand this look at dealers not just as resellers and installers but as true partners — peers throughout the selling, installation and support of the product. Effective dealer programs are more accurately called partnership programs where the manufacturer and the dealer invests equally in time, talent and resources as they move the sale process forward successfully.
This partnership must be proactive and include providing a product that offers real value to their customer and is not cumbersome and complicated to install. It should also feature ongoing training of the dealer's sales and technical personnel. The best provider partners recognize that although intelligent video is becoming more readily available it still isn't for everyone. Part of the manufacturer's responsibility is to help dealers find potential customers to grow their business. There should be shared responsibilities in the selling process with joint sales presentations, lead generation and customized marketing materials to suit the dealer's customer base.
In addition to proactive support from the manufacturer and a saleable product that considers price and functionality based on market response the dealer should be able to count on non-direct selling from the manufacturer. The commitment to not sell directly to end-users by the manufacturer is a fundamental building block of the partnership with the dealer. How can manufacturers expect to build trust with their partners if dealers are concerned about being cut out of the sale due to direct selling? Selling new technology requires dedication and focus for both the manufacturer and dealer to a single, common goal. Partnership programs represent the best of both worlds and the dealer/integrator and manufacturer will reap the benefits.
Steve Birkmeier is vice president of Marketing for Arteco Vision Systems, a St. Louis- based provider of Intelligent Video Solutions (IVS). He can be reached at (314)426-5331 or sbirkmeier@artecous.com.
author: By Steve Birkmeier