When a business starts considering its customers as a problem, the alarm bells should start ringing. It is a sign of a ‘disconnect’ between you and your customer’s need. This is exactly what the security system installer community is suffering from.
There exists an attitude in the installation and integration sector that security is a grudge purchase. In a recent survey of corporate security people, 40% of responders said that they feel that security is viewed as “a grudge purchase”.
Why? Because buying safety devices are still viewed through a narrow lens by the decision makers in the security business. Installers and vendors treat them the same way as they treat their purchase of cleaning services – the lowest priced system winning irrespective of its quality.
The Texecom Opinion
Texecom works closely with its clients – the installers and integrators. We keep on asking them about their grudge purchase mindset. The most common feedback we always get is that their customers – the user – aren’t willing to pay for anything and select systems based on price alone. So they believe it is pointless to try and offer anything additional which adds to the final cost.
But this is not the solution to the problem.
We believe that it is up to the installers and vendors to educate their customers with the ‘grudge purchase’ mindset that an investment in a ‘secure’ security system can actually yield them more benefits.
When your customer goes for a system upgrade, they inevitably expect a level of flexibility and interaction in less price. If you will keep on offering a proposition which does not fit your customer’s expectations, then they are unlikely to consider it as adding value and will be reluctant to pay.
However, if you teach them that an advanced system can not only add value but will also fit in today’s in their mobile connected, always-on world, the scope of ‘grudge’ in the purchase will become less.
The Final Verdict
What the installer and vendor community needs to understand is that if they sell with a mindset of ‘grudge’ purchase, it is self perpetuating that the purchase will have a grudge element!
All you have to do is change your own perspective and even teach your clients that money isn’t the only factor that will make your purchase meet the expectations. This will not only create you a path towards future sales but will also help you deliver systems that work for your final customers.