Consumers in the security industry find themselves grappling not only with the industry's evolution but are also left with a distinct decision-making process when it comes to the acquisition of products and technology. Due to various generations and diverse mindsets, we asked our community for their top 5 reasons on what gets them to say yes or no to sales reps in the industry. Let's begin with the affirmatives.

1. Trustworthy Reputation: To no surprise, our community favored sales reps who came from a reputable manufacturer. Companies such as Axis Communications, Hanwha Vision, Motorola Solutions, Genetec, Milestone, and LenelS2 were some mentioned. Often, this works well for anyone who is new to sales. If a company has already solidified themselves in the spotlight, has credible achievements or wins to back it up, sales reps naturally have an advantage compared to start-up organizations. One of our community members mentioned that “I will entertain anyone new from Hanwha simply because of the exceptional service I have received from the company and their products”. A positive reputation for reliability and effectiveness builds trust immediately with an entry level sales rep. But what if your company is a startup and doesn’t have street cred? Per our community, most of them mentioned that “it comes to the personality/perception of the individual who is representing the product(s)”. Assuring consumers that the product will keep its promises while also admitting its flaws is one way to immediately establish trust with consumers.

   
   

2. Tailored Solutions: Let’s be honest, how many times have you seen manufacturers fib just to secure a deal? Perhaps they make commitments to deliver a feature that never materializes, or they acknowledge consumer feedback without escalating it to executive leadership? Whatever the story may be, our community say, “consumers appreciate sales representatives who take the time to understand their specific requirements”. When a sales rep offers a customized solution that aligns with the consumer's unique challenges, it significantly increases the likelihood of a successful sale. But does this mean that every opportunity should be custom?

   
   

3. Real World Value: We brought this up in our last article, but many consumers in our community said that they are more likely to say "yes" when they can clearly see the value a product brings to their lives or businesses. In other words, how well does your product work in a real world application versus a lab? When Covid19 hit the world, an assortment of technologies came out in the industry. From thermal sensors to facial recognition, most consumers were left with mixed views on what to trust. The sales reps who were able to communicate the realness of their products were the ones that stood the best chance during the pandemic. Tangible benefits, such as enhanced safety, reduced risks, or improved efficiency demonstrated in a real-world environment like a casino floor or retail store, helped consumers visualize the positive impact of the product.

   
   

4. Transparent Pricing and Terms: While we think this should be a requirement in every cold call, many consumers felt that the industry still lacked on receiving transparency when it came to pricing from sales reps. Hidden fees, additional SKUs, and unrealistic terms were the culprits. The answer to resolving this is obvious. Sales representatives who are transparent about costs, contract terms, and any additional fees will build trust with potential buyers. This in the end will avoid any discrepancy but more importantly, guide consumers through a seamless buying journey.

   
   

5. Excellent Customer Support: The last yes reason that our community mentioned was when manufacturers were committed to providing outstanding customer support. We’ve heard it before but just because a sale is a made, it doesn’t mean that the job is over. Rather it’s just the beginning. A consumer from the financial industry stated “I will ask customer support questions frequently in vendor pitches. Even if the product is exactly what I need, if their support is lackluster, it’s a hard no for me”. The parallel from a sales rep to a customer support team member must be a smooth transition. Having set expectations as well as communication on what was sold/promised will help sustain consumers. When sales reps emphasize the ongoing assistance and support that customers will receive post-purchase, it instills confidence.

Understanding these reasons for approval allows sales representatives to adapt their approach and address potential concerns proactively.