Commercial Integrator November 2022 - 12

AV AS A BUSINESS
Five Recurring-Revenue Action Steps
You already understand the value of RMR to your company, but it's not as easy as fl ipping a switch.
Start with these fi ve action steps. By Tyler Ebnet
ALTHOUGH SOME INTEGRATORS have
had signifi cant success transitioning to
recurring revenue over the years, many still
struggle to fi nd the path to get started or
make their recurring revenue a substantial
part of their business. With customer
demands changing and multiple industries
moving to a monthly-payment model, the
time for integrators is now - otherwise, the
risk of being less relevant in the marketplace
could signifi cantly impact your business.
An example of these changing demands
can be found in the drastic increase in organizations
that have a managed IT contract.
They pay a fi xed monthly fee and can be
hands-off with managing those systems.
Service tickets are placed without customer
engagement; end users have a number
to call to answer their questions quickly
so they can move on with their day; and
metrics are compiled regularly and put in a
format that helps them make business decisions
on their equipment. All this is done at
a monthly cost that can be budgeted.
If you have a
recurring-revenue
program created, but
it has not had traction, there
are simple, market-focused
action steps you can take
today.
Whom Will They Work With?
The decision-makers who are making
the managed IT decisions are the same
people who are making decisions on the
solutions that integrators are providing.
If you can't deliver an experience on par
with what they are used to, they will start
utilizing other organizations. They might
even ask their managed IT provider if they
can add on some of the solutions you have
been selling. These current managed IT
providers already have the infrastructure
12
If the goal is to achieve explosive revenue growth, it is imperative for AV integrators
to position recurring monthly revenue (RMR) programs to provide genuine
value for customers and clients.
built to deliver the experience; all they need
is a little push from their customers to add
service for AV, security, fi re or even nurse
call. The time is now.
Integrators' employees are technically
and analytically minded individuals, which
allows for the delivery of highly integrated
and profi table projects. This skill set can,
however, drastically lengthen the time it
takes to get a recurring-revenue solution to
market. Getting a program in place, even if
it is not fully baked or as full featured as you
would like, is better than standing still. Start
with something, get feedback from your
customers and then continue to build on it.
The sooner you get something in place, the
sooner you can develop your value statement
and the better the data you can acquire
to refi ne your program over time.
If you have a recurring-revenue program
Commercial Integrator NOVEMBER 2022
created, but it has not had traction, there are
simple, market-focused action steps you can
take today. Most integrators that have a program,
but that have not seen traction, note
that it's because, " It does not get brought
up. " The root cause of that problem is either
(a) it's too hard to quote or (b) your organization
does not understand the value of your
program. Take steps to understand which
root cause aff ects your organization; then,
start to overcome that specifi c obstacle.
Act today, make a plan and establish a
cadence to move your program forward.
But act today. The time is now.
Recurring-Revenue
Program Action Steps
Positioning your recurring monthly
revenue (RMR) program to provide value
for your customers is essential to achieving
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Commercial Integrator November 2022

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