Security Sales & Integration March 2023 - 67

EXECUTIVE DECISIONS
Business Fitness by Paul Boucherle
paul@matterhornconsulting.com
@swisssherpa
Factoring in Supplier Challenges
Engineering and
performance
focus can leave
[suppliers] with
a huge blind
spot: application
of product to
drive adoption
rates.
Paul Boucherle, Certifi ed
Protection Professional
(CPP) and Certifi ed Sherpa
Coach (CSC), is principal
of Canfi eld, Ohio-based
Matterhorn Consulting
(matterhornconsulting.
com) and an SSI Industry
Hall of Famer. He has more
than 30 years of diverse
security and safety industry
experience.
securitysales.com
▶ LAST MONTH, I shared some thoughts and
suggestions of the challenges distributors face
getting products off their shelves and creating
demand with their channel customers. When it
comes to new emerging security technologies,
this is signifi cantly more challenging. To be successful,
distributors will need some innovative
thinking and commitment from their product
manufacturer partners to make the supply chain
work. What are some typical challenges?
New emerging technology suppliers typically
focus their products' ability to improve or solve
problems. Th ey pursue " problem solving " often
in a vacuum. Engineering and performance focus
can leave them with a huge blind spot: application
of product to drive adoption rates. It is
wise to consider a good marketing plan for new
emerging products that fi t the reality of our security
industry supply chain ecosystem. Here are
some strategies that can help security industry
product suppliers achieve better adoption rates.
1. Have a planning meeting with the channels
that would typically buy or distribute their products.
Th ese exploratory meetings will help new
emerging technology companies better understand
what the needs are of their customers and
the end users of this product. Target and focus on
three or four companies for these conversations
within your ecosystem who would sell or distribute
your product.
2. Equally important is to have a planning dialog
with the end users to gain a better understanding
of what their actual needs are, what they are
willing to pay, and the diffi culty of implementing
this technology within their current structures and
budgets. End users may fi nd your product solution
interesting, but the reality is the problem you
are trying to solve must demonstrate a return on
investment for them to make a change.
3. Consider the disruption cost, timeline and
training required to implement your new solution
within the channel. Th e key cost elements
start with the distribution channel and how they
train their sales & marketing teams to move that
product into systems integrator buying behaviors.
Systems integrators are a key element for
the success, adoption rate and brand awareness of
your product. Th ey can also be one of the hardest
obstacles to overcome when bringing new or
revised products into the marketplace that are
unknown to your channel partners.
4. Understand your competition, the loyalty
of the channel partners to their product, and
the strength of the relationships that are already
established. Th is is often a huge hurdle on your
road to success. Do not underestimate this last
point. It can make the diff erence between your
success and your failure as a company. Your investors
will certainly expect you to take these
four steps to reduce their investment risk and
improve revenue projections in the future.
It is wise to fully understand your distribution
and systems integration partners' capabilities for
adopting new technologies, creating new demand,
and eff ectively performing fi eld rollouts. How will
they market your new off ering? Investigate their
programs in detail to better clarify your expectations
of them and their expectations of you.
To improve your chances for success, gaining
insights from experienced and knowledgeable security
industry experts can be exceptionally valuable
to your planning, execution and choice of
business strategies. Choosing the right individual
should involve a thorough dialog to understand
if they have successfully helped to implement
new technologies into the security fi eld across a
broad spectrum of the supply chain. Additionally,
it is important that you have chemistry with
that advisor who matches your culture, expectations
and your ability to listen and absorb the
coaching your will receive. Be wary of " posers "
who will talk a good game but in fact may be
" faking it until they make it " at your expense.
In my experience working with many brands
that have emerging technologies or are repositioning
their off erings, I've found that a short,
immersive, objective assessment engagement
with the right " coach " provides a litmus test to
their current thinking, plans and dreams. Th is is
a smart investment. Also be aware of your own
leadership/founder bias to keep an open mind.
Final decisions are always yours as well as the
business outcomes that will follow.
In closing, make sure you are diligent doing
your homework regarding the entire ecosystem
in which you plan to thrive.
MARCH 2023 Security Sales & Integration 67
http://www.securitysales.com
Security Sales & Integration March 2023

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