Security entrances have been successfully used in enterprises for years to mitigate security threats and risks through the elimination of unauthorized entry and tailgating, control of employee and visitor traffic, maximization of human resources, and overall, the protection of people, property and assets.
For an integrator, selling security entrances provides multiple opportunities to not only build your business, but it can also be a way to create and build a strong relationship with a user. But, is it right for everyone?
Three security integrators – Heath Mabe, Vice President of Business Development for Integrated Security Technologies, Inc.; Clayton Brewer, VP, Northeast for NextGen Security; and Joey Edmunds, Vice President of Stone Security – discuss the benefits and the challenges of selling security entrances to end users.
Your Business Focus and Size
Integrated Security Technologies, Inc. has sold security entrances for several years. “Selling security entrances depends upon the focus of your business,” says Mabe. “The size of your firm also is important, and a mid-sized firm might have more success because local personnel are necessary for installation and service. A large-sized firm will not have the local personnel, and a smaller firm may not have the expertise to do the work. Your team needs knowledge in U.S. Access Board (ABA) codes, physical installation, service, options, and more.” Integrated Security Technologies has successfully sold and serviced security entrances because they have the personnel expertise and have built up a solid client base.”
Brewer of NexGen Security agrees that an integrator’s business size is important when deciding whether to sell security entrances. He also stresses the importance of understanding a client’s individual needs. “Your size will play a role, as you may need to be large enough to have a subcontractor base or technicians to deploy some of the larger units like security revolving doors. You need to make sure you have the resources to deliver as promised to the customer. It is important to have a relationship with the manufacturer, such as Boon Edam, to help you select the right product and to receive advice on the installation and the service,” he says.
With a solid knowledge about how security entrances work, Brewer says, “You will be able to find an application that requires turnstiles or revolving doors. Turnstiles and revolving doors are well-made and functional products that end users can benefit from using in their businesses.”
The Right Personnel and Training
“A
misconception with selling security entrances is that they are not easy to sell. Some integrators don’t understand how straightforward the sell can be,” says Edmunds of Stone Security. “We believe that selling security entrances requires the same amount and type of training as access control or other security solutions.”
Heath Mabe stresses that training and the right personnel is important, due to the number of features and options that security entrances provide. “There is a lot of technology involved in revolving doors and turnstiles, so it is important for an integrator to focus on training. It is not just about adjusting door sensors or the physical installation of the turnstiles, there is a need to understand a building’s layout, the door opening, throughput, and more. Every solution is different because no two buildings are the same. So make the investment in training your team.”
Complete Solutions for End Users
Joey Edmunds sees selling security entrances as an opportunity to sell a complete solution to an end user. 
“If a security integrator is offering a full solution [to a customer], it should include security entrances, access control, surveillance, visitor management, intrusion detection, and more. If you’re a good security integrator you have the mindset that security entrances should be included with all security solutions.”
“If you understand the needs of your client you can find an application that calls for turnstiles or revolving doors,” Brewer adds. His firm is working with a large client on multiple security technologies, and during that process, has been able to add security revolving doors to the company’s facilities to complement their overall security strategy.
The Benefits of Selling Security Entrances
“For our size and our business model, selling security entrances makes sense,” says Mabe. “Having to make the decision again, I would do so, because it is definitely worth it from our perspective.”
Brewer notes that selling security entrances provides the opportunity for integrators to build a strong relationship with customers. “I believe that integrators should be selling full height revolving doors due to the quality of the product,” he says. “But first, you need to make sure that it makes sense for the customer. That falls back on the integrator to understand the product and the customer needs.”
Edmunds stresses the importance of approaching a customer with the multiple benefits that a security entrance can provide. “It is up to you to approach a customer with the solution. If you do not, you will not have an opportunity to sell it. Once we began to talk about Boon Edam to some of our larger clients, they all became interested. I think that users are just waiting for you to bring it up.”
Making the decision to sell security entrances requires analyzing your firm’s size, current and future sales and service team, essential training, and more. Overall, selling security entrances can provide both growth opportunities and a way to solidify yourself as a long-term business partner with an end user.
