SSI April 2011

April 2011 Vol. 33 No. 4

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PROJECT CASE STUDY:RETAIL CENTER EQUIPPED

How Teamwork Paid Off

SPECIAL SECTION:GOVERNMENT MARKET

GSA Contracting / Access Control

INTRUSION TECHNOLOGY: WIRELESS WORKS WONDERS

Innovations Ease Installations

of RespondentsReport Higher GrossMargins

Saw Revenues Rise

Employ ITSpecialists

Growth inManaged AccessServices

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PSA-TEC 2011 Show Issue

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April 2011 Vol. 33 No. 4

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PROJECT CASE STUDY:RETAIL CENTER EQUIPPED

How Teamwork Paid Off

SPECIAL SECTION:GOVERNMENT MARKET

GSA Contracting / Access Control

INTRUSION TECHNOLOGY: WIRELESS WORKS WONDERS

Innovations Ease Installations

of Respondents Report Higher Gross Margins

Saw Revenues Rise

Employ IT Specialists

Growth in Managed Access Services

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PSA-TEC 2011 Show Issue

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securitysales.com APRIL 20112

April 2011 CONTENTSVol. 33, No. 4

48 COVER STORY: Cloud Brightens Integrator Outlook Cloud-based, or hosted, services are among several newer technologies leading security integrators out of the recession. SSIs seventh annual Systems Integrator Study shows re-newed optimism amid rising returns paced by leading-edge offerings such as managed access control and high defi nition video. However, the data also details some lingering stagnation. By Scott Goldfi ne

62 Grade A Security for Big D MallThey say everything is bigger in Texas, and the sprawling Galleria Dallas mall and its new expansive security system live up to that claim. However, what looms largest was the tightly coordinated effort the security consultant, integrator and end user demonstrated to help maximize the facilitys safety. By Robert D. Grossman

70 Getting Your GSA Business On ScheduleDespite robust opportunity at the federal, state and local level, the government sector re-mains a highly procedural market requiring the utmost in professionalism. With the nec-essary skill sets and business acumen, systems integrators can participate and profi t as a direct provider or subcontractor. By Lynn De Seve

78 Government Business Is in the Cards Providing access control systems to government facilities may initially appear intimidat-ing. However, closer inspection reveals the market is not that different from commercial clients. The trick is grasping standards such as HSPD 12 and FIPS 201, and offering solu-tions compatible with both legacy and future systems. By Raj Venkat

82 When & Where Wireless Works BestAdvances in wireless security systems continue to increase installation conveniences, thereby reducing costs for installers and customers alike. Learn how these systems are now comparable to hardwired systems, the advantages of two-way wireless transmission, plus the latest developments in wireless perimeter protection. By Tim Myers

86 Adding Value for Facility ManagersAs integrated systems and interoperable platforms have advanced so too has the ability to interconnect security systems with other building and facility controls, such as HVAC and temperature monitoring. Leading providers of these systems and services discuss how other fi rms can either improve or add similar offerings. By Rodney Bosch

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Thanks to the harmonious work of end user (Director of Security Earl Morgan, pictured), consultant and integrator, the massive Galleria Dallas project comes off seamlessly.

See page 62

SPECIAL Government Section

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COLUMNS10 Between Us Pros With Scott Goldfine

Insights from readers sketch a varied indus-try outlook.

34 Convergence Channel With Paul Boucherle

IP vs. HDcctv and what to consider when making a decision.

38 Tech Talk With Bob DolphYou may have all the technical and business savvy, but can you communicate?

42 Fire Side Chat With Al ColomboA reader question sparks discussion about fi re system code requirements.

46 Monitoring Matters With Peter Giacalone

Alternative communications should be a part of every new security system sold today.

108 The Big Idea With Ron Davis That customer call list of yours could be a goldmine.

112 Legal Briefing With Ken Kirschenbaum

Separate contracts are necessary for each service provided.

DEPARTMENTS6 Security Exchange

13 Industry Pulse

92 Ad Index

98 The Essentials

104 Building Your Business

109 MarketPlace

Sr. Production Manager Sarah Paredes, ext. 497Art Director Margery YoungAudience Marketing Manager Bill Ciesielczyk

Staff E-mail addresses are firstname.lastname@security sales.com (e.g. [email protected]) Contributors E-mail addresses are [email protected].

HOW TO CONTACT ADVERTISING & MARKETING

Classified-MarketPlace AdsPeggy Onstad, (310) 533-2477

EDITORIAL ADVISORY BOARDEd Bonifas, Alarm Detection Systems, Aurora, Ill.Bill Bozeman, PSA Security Network, Westminster, Colo.Shandon Harbour, SDA Security, San Diego Jim Henry, Henry Bros. Electronics, Fair Lawn, N.J. Michael Jagger, Provident Security, Vancouver, British

Columbia, CanadaJohn Jennings, Safeguard Security and Communications,

Scottsdale, Ariz.Sandy Jones, Sandra Jones and Co., Chardon, OhioJ. Matthew Ladd, The Protection Bureau, Exton, Pa.Mike Miller, Moon Security Service, Pasco, Wash.Joe Nuccio, ASG Security, Beltsville, Md.Alan L. Pepper, Mitchell, Silberberg & Knupp LLP, Los AngelesEric Yunag, Dakota Security Systems, Sioux Falls, S.D.

HOW TO GET YOUR NEWS TO USE-mail: [email protected]: 3520 Challenger St., Torrance, CA 90503Fax: (310) 533-2502

FOR SUBSCRIPTION INQUIRIES(888) 239-2455

SECURITY SALES & INTEGRATION WEB SITEsecuritysales.com

BOBIT BUSINESS MEDIAEdward J. Bobit, ChairmanTy F. Bobit, President & CEO(310) 533-2400

Printed in USA

Peggy OnstadPublisher, ext. 477

Rodney BoschManaging Editor, ext. 426

Al Colombo, Ron Davis, Bob Dolph, Steven Gibbs, Steve Payne, Bob Wimmer, Jeffrey ZwirnContributing Writers

Scott GoldfineEditor-in-Chief114 Chatworth LaneMooresville, NC 28117(704) 663-7125Fax: (704) 663-7145

Ashley WillisAssociate Editor, ext. 419

WestDynise Plaisance3520 Challenger St. Torrance, CA 90503(760) 519-5541Fax: (310) 533-2502

EastTara Schelling2738 Furlong Road Doylestown, PA 18901(215) 794-7015Fax: (215) 794-7756

Winner 2005Finalist 2003, 2004, 2005, 2006, 2007, 2008, 2009

ADVERTISING SALES TERRITORIESWhile the largest number of responding integrators is based out of the Western United States, the sample is relatively evenly dispersed across the country. Nearly one in five say they cover the entire nation.

See page 48

Regions Company Operates In

Alabama

ArizonaArkansas

California Colorado

Connecticut

Delaware

Florida

Georgia

Idaho

Illinois Indiana

Iowa

KansasKentucky

Louisiana

Maine

Maryland

Massachusetts

Michigan

Minnesota

Mississippi

Missouri

Montana

NebraskaNevada

New Hampshire

New Jersey

New Mexico

New York

North Carolina

NorthDakota

Ohio

Oklahoma

Oregon

Pennsylvania

Rhode Island

SouthCarolina

SouthDakota

Tennessee

Texas

Utah

Vermont

Virginia

Washington

WestVirginia

Wisconsin

Wyoming

Alaska

Hawaii

ALL REGIONS19%

WEST28.1%

SOUTH26.4%

MIDWEST20.7%

NORTHEAST17.4%



Security Exchange Sounding Off

Increasing Importance of Green Operations

[Commenting on Peter Giacalones Monitoring Matters column, Earn More With Environmental Detection] I believe that the time is upon us where continuous environmental monitor-ing will be a mainstay in the daily op-eration of buildings both commer-

cial and residential. No longer will it be suffi cient to simply monitor energy use and proclaim oneself Green.

Going forward, one will need to provide continuous measurement of conditioned space to show how effi -ciently one is using energy in attaining their desired building operating strat-egy. That continuous commissioning concept allows for measured behav-ioral change, the lowest hanging fruit in the energy effi ciency challenge. ONLINE COMMENT by Bryan Reichelwww.securitysales.com/monitoringmatters092010

Pursuing the Surveillance Privacy Issue

[Commenting on Steve Paynes Inte-grated Thoughts blog entry, Address-ing Video Surveillance Privacy Con-cerns] This is a very important article and question. It is obviously a provoc-ative subject.

Have you heard about a company called SituCon whose cameras remain disabled in a privacy mode until someone using a wireless alert acti-

vates them to notify responders and open the cameras eyelids? Respond-ers then see who needs help, their lo-cation and what is happening.

The eyelids on these cameras are the ultimate privacy guarantee. Even if someone with authority logs onto the system, all they would see is the inside of the eyelids. And once the eye-lids are open it is crystal-clear to the public that they are being monitored.ONLINE COMMENTwww.securitysales.com/integragtedthoughts21511

Believes Logo Lawsuits Are Unfair[Commenting on the ADT Sues Im-

itators for Logo Infringement news story] I cant believe this is happen-ing. Whats to keep other larger com-panies from patenting all the other shapes and colors? I think all small alarm companies should join togeth-er and raise money to fi ght this. Also if the Electronic Security Association [ESA] does not assist us with this we should rethink our memberships. Just my opinion!ONLINE COMMENTwww.securitysales.com/news101111

Bill Heats Up Hot Debate in Arizona

[Commenting on the Arizona Law-makers to Consider Statewide Alarm License Bill news story] SB 1277 is a protectionist bill and must be stopped. It is illegal under state statute 32-1101.01 for any city to require licens-ing of any alarm company that is li-censed by the Arizona Registrar of Contractors. SB 1277 shall be used by national alarm companies to drive up cost and drive out small alarm com-panies that provide better service for less money.

The Arizona Alarm Association was behind the city licensing throughout the state of Arizona in an attempt to get the state legislator to pass their protectionist legislation. It is a bill built on lies and a case of abuse of power. Cities need to check the state laws and are at liability for lawsuits by

requiring any licensing of alarm com-panies, other than ROC. Get the facts!ONLINE COMMENT by Tucson Alarm

Companywww.securitysales.com/news021711

Retaining Customers in Good, Bad Times

[Commenting on Peter Giacalones Central Station Corner blog entry, Taking a Look at Subscriber Attri-tion] We are seeing stronger month-ly sales in the past three months than we have seen in the past two years. Is high crime driving sales? Yes.

When times are good, then we have to sell the need. When times are bad, the need sells itself. As a telco we also have a lot of retention programs, and a referral program. Being able to of-fer monitoring and equipment for less than the competition also helps.ONLINE COMMENTwww.securitysales.com/centralstationcorner030911

One Snappy Saying Deserves Another

[In response to A Team Effort, a post on Bob Grossmans Enterpris-ing Solutions blog that quoted for-mer German Chancellor Otto von Bis-marck saying, A fool learns from his mistakes, but a truly wise man learns from the mistakes of others.] Great idea for a forum, Bob. There is one saying that comes to mind my grand-mother used to say, Learn from the past, dont live in the past. One that always stuck with me but I do not know who said it is something like this: A good man never regrets what he has accomplished in his lifetime. It is the things he didnt accomplish that he regrets.ONLINE COMMENT from Chuck Craigwww.securitysales.com/enterprisingsolutions090910

No matter that nearly all security dealers are aware most central stations monitor en-vironmental and supervisory alarms, too often nonsecurity event monitor-ing is offered only in response to cli-ent requests.

The few alarm companies that do proactively offer event monitoring

other than intrusion and fi re have ex-perienced great success through im-proved closing ratios and increased re-curring monthly revenue (RMR).

Although environmental and super-visory events are among many differ-ent types of alarms, the most common are room temperature thresholds, room humidity, fl ooding and low wa-ter level. While these event types are not new news, applications of value

can vary, and this is where most deal-ers miss opportunities.

What also gets overlooked is that residential as well as commercial and industrial clients all fi nd signifi cant value in monitoring these events. In fact, I have found through consumer focus groups Ive sponsored that cli-ents across a range of markets often-times base a purchase decision solely on a system that offered smoke, fl ood and freeze detection. As we all know some residential and commercial cli-ents may not need or see the value of an intrusion system.

In any case, utilizing the value in these services will provide dealers the ability to yield increased revenue for an installation and monthly monitor-ing. Likewise, in many cases it will give dealers the edge to attract and maintain a client they would not tra-ditionally add with only a plain vanil-la offering.

Clients Hail Added Protection Lets take a look at some funda-

mental examples of where clients fi nd value with these additional moni-tored events. It is my opinion, as well as many others, that its essential for most if not all residential installations to include water or fl ood detection in one or more areas of a home.

Anyone who has ever experienced a leaking hot water heater, a ruptured washing machine hose or a busted well system can appreciate the benefi t of early detection. Combining inexpen-sive wired and wireless detectors along with central station monitoring that

will immediately send a text message, E-mail and/or dial a clients call list al-lows for the preservation of property.

Using my home as an example, I have three combination freeze/water detec-tors that safeguard the washing ma-chine, hot water heater and the whole house water softener and well system.

In a commercial or industrial ap-plication the need and value is just as great, and sometimes even more im-perative. Consider a business that only operates eight to 10 hours a day, fi ve days a week, and is unoccupied the rest of the time. These businesses are subject to a great deal of damage from fl ooding, for example, should the problem go undetected during unoc-cupied hours.

What I explain here relates to just about every primary residence and business, anywhere in the world. Tak-ing this a step further, the market for secondary winter or summer homes expands these opportunities even more. Even with the challenge where telephone service is not available in off-season times.

Combining a self-contained securi-ty system and GSM communicator with wireless detectors is an immedi-ate and valuable solution. In some cases if you are in an area where many client opportunities exist, you can also offer short-term rentals of these systems when the clients feel they need them most.

Peter Giacalone is President of Giacalone Associates LLC, an independent security consulting firm.

By Peter [email protected]

Monitoring Matters

Earn More With Environmental Detection

Offering nonsecurity event monitoring, such as flooding and room temperature control, can help security dealers expand their cus-tomer base and increase recurring revenue.

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WE WELCOME YOUR LETTERS AND E-MAILSECURITY SALES & INTEGRATION (SSI) may edit sub-missions for style, clarity or brevity. All letters and E-mail become the property of SSI, and are deemed for publica-tion unless otherwise stated. Opinions expressed are not necessarily shared by SSI. Send letters to SECURITY SALES & INTEGRATION, 3520 Challenger St., Torrance, CA 90503. Send E-mail to [email protected].

SS4exchange.indd 6SS4exchange.indd 6 3/30/11 12:18:16 PM3/30/11 12:18:16 PM


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RIGHT NOW ON securitysales.comwww.securitysales.com/podcasts

SECURITY SPEAKING PODCASTS: Where can you hear the honest, off-the-cuff comments and keen insights from the electronic security industrys most highly respected and successful executives? In the Podcasts section of SSIs Web site where you will find several install-ments of the recently launched Security Speaking program. Hosted by Editor-in-Chief Scott Goldfine, each week features

a frank discussion covering the trends, issues, opportunities, challenges, technologies and more affecting todays electronic security industry professional. Re-cent editions include PSA Security Networks Bill Bozeman talking about the effects of the Japan earthquake/tsunami on the security industry; Moon Securitys Mike Miller revealing new recurring rev-enue opportunities; SDAs Shandon Harbour on the challenges of being a young female CEO; and Joe Nuc-

cio of ASG Security explaining why and how he seizes each day with gusto. Thats just a little glimpse into the wealth of enlightening and entertaining listening to be had via Security Speaking. New episodes are posted every Monday.

PODCASTS

WEB-O-METER5 most-viewed news stories during February

SSI Announces 16th Annual

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ACLU to Chicago: Stop Adding Surveillance

Cameras

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SECURITY SCANNER

BLOGSwww.securitysales.com/blog

Some of the things were talking about Security Partners VP Hits the Road in Search of RMR Gold Build Your RMR by Retraining Clients on Equipment Taking a Look at Subscriber Attrition $25B IP Video Market Predicted at Milestone Event Keynote U.S. House of Reps Vote to Repeal 1099 ProvisionEngage in the conversation!

Security Scanner Web Poll Question:What percentage of your service calls are callbacks?

More than half the respondents to the February Web poll are apparently getting the job done right the first time, saying less than 5 percent of their service calls are callbacks. However, just over one in five cite a frequency in excess of 10 percent. Perhaps of most concern is the 8 percent of companies that are not tracking their service calls at all, thus missing an opportunity for greater efficiency. Log onto www.securitysales.com to view SSI s Secu-rity Scanner archives as well as cast your vote for the April question: What level of impact do you believe the Japan earthquake/tsunami will have on your company in terms of both equipment suppliers and general business needs/expenses?

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Between Us Pros

By Scott Goldfinescott.goldfine@

securitysales.com.

Editor-in-Chief Scott Goldfine has spent more than 12 years with SECURITY SALES & IN-TEGRATION. He can be reached at (704) 663-7125 or [email protected].

I have observed an interesting dichotomy in the personality traits of most securi-ty professionals, one that I too identify with. While typically exhibiting the seri-ous demeanor and guarded skepticism one might expect in a business revolving around safety and security, a great deal of those who own and operate installing companies are also good-humored and optimistic. These people contribute enormously

to this industrys character and dimension. Their resiliency and resolve is not only evident in direct interaction but also manifested in research SSI conducts like the Systems Inte-grator Study (see page 48).

The overall results of the study are decidedly mixed depicting an industry battling a lingering economic mal-aise and in the early stages of recapturing its prerecession glory. The economy remains the No. 1 concern (and this was before the Japan disaster), followed closely by erod-ing gross margins. Yet 71.4 percent of survey respondents have either an outstanding or optimistic outlook for 2011, a 7-percentage-point improvement compared to a year ago. And amid widespread salary declines, 73.7 percent say they are either very satisfi ed or satisfi ed in their cur-rent jobs.

I interviewed a few respondents to get additional insight into some of the surveys topics. Here is some of what they had to say (for more, see my Under Surveillance blog at securitysales.com/blog):

Recession Impact and 2011 OutlookOur backlogs are not as many as there were and we are feeling the impact of that, but we are starting to build up a new backlog. Our goal this year is to add many more RMR accounts to our base. We are installing the AES radios and this looks promising for us. Chuck Ruth, Sales Team Leader; WSA Systems, Boca Raton, Fla.

It is very hard to keep up with employee benefi ts, vehicle fuel and maintenance and give any salary increases. We are also getting hit very hard by corporate clients moving to global service contracting, such as Johnson Controls. Jose Sanchez Flores, President; Puerto Rico Alarm Systems Inc.,

Dorado, PR

Historically, when the economy is up investment is made in infrastructure, but when its down they tend to spend on securing their assets. For us, 2010 ended on a high note,

and we have already booked half as much in the fi rst quar-ter of 2011 as we did in all of 2010.

Richard Shaffer, General Manager; PCT Security LLC, Clinton Township, Mich.

IP vs. Analog Camera SalesIP sales are ramping up for integrators that have a history of analog CCTV experience. Integrators that provide pros-pects with information on both alternatives are bound to increase their overall sales. We continue strong growth for both technologies and honestly dont see either one pulling away right now. We know that is bound to change but old habits are hard to break. Brad Hoff, Security Systems Specialist; Thompson Electronics Co.,

Peoria, Ill.

I am still not riding the IP wave. I have exposed differ-ent products to some of my current clients and the ob-jections remain constant. The cost of the equipment and bandwidth, among other issues, simply did not justify the change from their analog. I am looking for a point of equi-librium where it would justify the high investment.

Virgil Batista, Sales Director; LV Technologies Inc., Miami, Fla.

Having IT Specialists on StaffWhile the ghosts of bandwidth lost are less scary for most IT departments, we still need to have someone who can talk the talk and make them feel comfortable with the system being placed on their network.

Shaffer

There are very few systems that do not require a direct connection to an existing LAN. We have been dispatching our IT programmers for the past 10 years to the site, and are currently using GoToAssist for remote support assis-tance to try to keep our travel costs down and increase the performance of our ever-growing IT department.

Hoff

Positive Outlook Among Securitys Strengths

SS4editor.indd 10SS4editor.indd 10 3/30/11 12:27:10 PM3/30/11 12:27:10 PM

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WASHINGTON Legislation cur-rently being deliberated in Congress if adopted could result in the subse-quent auctioning of portions of radio spectrum used by the electronic secu-rity industry to transmit alarm signals.

Three bills introduced in the House of Representatives (H.R. 607) and the Senate (S. 28 and S. 455) aim to help meet the snowballing demand for wire-less broadband services by selling por-tions of the spectrum for commercial use and the general public. If auc-tioned, likely suitors include telecom companies such as Verizon and AT&T, which covet additional spectrum to build out broadband cellular networks.

The Senate bills include language to inventory spectrum usage with the potential to auction sections of it in order to pay for a nationwide Public Safety Network. However, H.R. 607 specifi cally calls for the auctioning of the 450- to 470MHz spectrum, which includes frequencies used to transmit residential and commercial alarm sig-nals to central stations.

The 450- to 470MHz spectrum would no longer be valid for us, Lou Fiore, chairman of the Alarm In-dustry Communications Committee (AICC), tells SSI. The interference would be incredible.

Last year, the FCC released its Nation-al Broadband Plan in which the agency pledged to identify 500MHz of addition-al broadband spectrum within the next 10 years. Of that, an initial 300MHz is to be identifi ed and made available before year fi ve of the plan. The remaining bal-ance is to be made available by the end of the 10-year period.

They are looking under every rock to fi nd frequencies. There is an insa-tiable demand for this stuff, and they feel if they dont get it is going to hold back the economy, Fiore says.

The Central Station Alarm Asso-ciation (CSAA) coordinates frequen-cies between 460- and 466MHz; mon-itoring centers must be UL-, FM- or Intertek-certifi ed to operate in this range of the spectrum. AES-Intelli-

Net, a provider of wireless mesh tech-nology, is the primary user of the 460- and 466MHz range, Fiore says. Legacy equipment, such as SAFECOM ra-dio infrastructure, has used the same range for many years. Still more com-munications equipment operates across the 450- to 470MHz band.

But additional frequencies used for short-range devices could be threat-ened as well, says Fiore, an alarm communications pioneer and a SSI Hall of Fame inductee.

Frequencies in the 300 to 350 band, and possibly at around 900, could be in danger too, he says. Those are the wireless sensors that are on premise a door contact or a smoke detector, a passive infrared unit

that communicates back to a control set without wires. This includes PERS [personal emergency response sys-tem] devices.

Although the three bills have only recently been introduced, the AICC is urging all installing security contrac-tors to contact their representatives and senators to express how the se-curity industry and their livelihoods could be harmed if the frequencies are auctioned.

If you are a small installer, espe-cially, you just cant buy new equip-ment, says Bill Signer, executive managing director of Washington D.C.-based Carmen Group Inc., a longtime lobbyist for AICC. That would be very costly. People will lose their business. Congress and the FCC will never adequately compensate them for both parts of maintaining the old network as well as migrating to a new network.

Signer and the AICC have been working to apprise Congressional committee members with jurisdic-tion over telecommunications issues about the threat to the industry. The lobbying effort extends to the U.S. House Committee on Homeland Se-curity, where its chairman Peter King (R-NY) is working on creating a pub-lic safety network.

The purpose of drafting a bill and introducing it is to get public com-ment, so [politicians] understand what the implications are in order to make an informed decision, Signer says. They cant make an informed decision unless the industry and the individu-al businesses tell them that it most definitely is going to have a huge impact.

Radio Spectrum Auction Threatens Alarm Communications

securitysales.com APRIL 2011 13

Industry Pulse In Depth

Industry Pulse AT A GLANCE

Industry News .. 13, 14, 16

The Hot Seat ................ 29

DataBank ....................... 30

Company News ........... 32

A potential auctioning of radio spectrum used by the alarm industry is being consid-ered in Congress to help meet the increas-ing demand for wireless broadband services.

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Industry Pulse Industry News

CARROLLTON, Texas GVI Security Solutions has entered into a strategic partnership to market video surveillance products by LG Electronics for the fi rst time in North America. The agreement is a fi rst for GVI since ending its 11-year alliance with Samsung Techwin

America last year.When our relationship ended in

December people were asked, How is GVI going to replace Samsung? GVI Security CEO Steve Walin tells SSI. The answer is LG. GVI is alive and well, so now its game on.

While Korea-based LG will make its fi rst foray into the United States, Canada and Mexico, the company has operated a robust security busi-ness in other countries. LG decided it wanted to enter the North Amer-

ican market around the time Samsung and GVI cut its ties. It just made sense that our two organizations connect up and build a strate-gic partnership, says Walin.

While GVI is initially introducing LG products into the education and retail markets, there will be plans to market to other niches as well, Walin says.

VMS Firm Milestone Systems to Enter Hardware BusinessSAN ANTONIO Milestone Systems, a provider of open platform video management software (VMS), will for the first time enter the hardware business and bring to market an NVR for eight- or 16-channel IP video recording.

At press time the Copenhagen-based technol-ogy supplier was scheduled to formally introduce its XProtect Essential NVR at ISC West in Las Vegas on April 6. Company officials announced the product release at the annual Milestone Integration Platform Symposium (MIPS), held March 2-4 in San Antonio.

The NVR, part of the companys XProtect-brand-ed products, is aimed at easing the transition from analog to IP, Milestone CEO Lars Thinggaard said during his keynote. He explained how the hard-ware appliance comes preloaded with everything a systems integrator needs to get up and running fast and easily.

This introduction does not change Milestones open platform philosophy, but instead eases the transition for many from analog to IP, he said.

The device manufactured by HP, a Milestone technology partner offers 1-2TB storage.

GVI to Introduce LG Security Products to North America

Western Digital to Snap Up Hitachi GST for $4.3BIRVINE, Calif. Western Digital, the largest maker of computer hard-disk drives, is acquiring rival Hitachi Global Storage Technologies (Hitachi GST) of San Jose, Calif., for $4.3 billion in cash and stock.

Western Digital will pay $3.5 billion in cash and 25 million of its shares to Japanese parent Hitachi Ltd. The deal will give Hitachi a 10-percent stake in Western Digital along with two seats on the companys board of directors.

The acquisition, which has been approved by the boards of both companies, is expected to be com-pleted during the third quarter.

We believe this step will result in several key benefits enhanced R&D capabilities, innovation and expansion of a rich product portfolio, compre-hensive market coverage and scale that will enhance our cost structure and ability to compete in a dynamic marketplace, says John Coyne, president and CEO of Western Digital.

The combined company will maintain the Western Digital name and be headquartered in Irvine, Calif. Coyne will remain the CEO. The current chief of Hitachi Global Storage, Steve Milligan, will be the president.

Virtual Guard Services Credited for Helping Texas Town Fight CrimeADDISON, Texas Dallas-based Stealth Monitoring is helping the police department protect local business and re-duce false dispatches with its vir-tual guard services.

Stealth fi lters video data from the businesses that the compa-ny monitors. If operators see any unusual or suspicious behav-ior, they can push the video into the Addison Police Department (APD) dispatch center.

The APD cant afford to build its own video control center part-ly because of cost, Stealth Sales Manager Rick Charney tells SSI. So they use us. By using our vir-tual guard services, APD is able to reduce false alarms. They can better utilize resources to catch

criminals red-handed using this additional video information.

APD offi cials are so impressed with the technology that they are currently upgrading the dispatch center so video can be pushed directly to patrol cars, smart-phones and PDAs for responding offi cers.

Property owners say an esti-mated 20 crimes in the past two years have been stopped because of Stealths live video monitoring, according to local news reports.

We dont wait for events or burglar alarms to go off before we start watching video. We combine video analytics to cut down the number of cameras that each operator has to watch, Charney says.

GVI Security will represent LG Electronics security products in North America. It is the first such partnership for GVI since ending a long-time alliance with Samsung Techwin America.

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SS4pulse_news.indd 14SS4pulse_news.indd 14 3/30/11 12:34:37 PM3/30/11 12:34:37 PM

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SS4pulse_news.indd 15SS4pulse_news.indd 15 3/30/11 12:34:39 PM3/30/11 12:34:39 PM

Industry Pulse Event News


WESTMINSTER, Colo. PSA Security Network will present its PSA-TEC 2011 on May 16-20 at The Wes-tin resort hotel in Westmin-ster, Colo.

Now in its 31st year, PSA-TEC is distinguished for providing industry-leading education for systems inte-grators, plus nightly network-ing activities.

The events exhibit hall and training sessions will once again be open to all electron-ic security professionals, not simply members of the more than 200-strong integrator cooper-ative. In all, more than 400 course hours will be held during the confer-ence of which SECURITY SALES & INTEGRATION serves as the offi cial Elite Media Sponsor.

The PSA-TEC curriculum will be sectioned into four categories and in-structed by subject experts from all segments of the electronic security in-dustry. A total of 14 courses will be presented, focusing on business op-timization, physical security, IT and managed services.

Subject Experts FeaturedAmong the conferences most

popular courses each year is Val-ue-Based Selling led by instructor Paul Boucherle, CPP, CSC, princi-pal of Canfi eld, Ohio-based Matter-horn Consulting. While the course has been updated for the convergence market, attendees will continue to re-ceive fundamental instruction on how to sell business value instead of prod-uct and price.

Its signifi cant because of the pro-cess you must go through to identify business value, not in your terms, but in the customers. Too often you can get caught up trying to emboss your value on the customer, says Boucherle, who is a new contributor to SSIs Conver-gence Channel column (see page 34). This rarely works and can often lead to customers defaulting to the lowest common denominator they can under-stand product and price. That is a recipe for low closing ratios and even lower margins.

Representatives from ASSA ABLOY, G4S, Integrator Support, SureView Systems and others will lead courses in the managed services track. Designed to assist systems integrators with devel-oping their managed services offerings, the studies will cover a variety of RMR-generating opportunities to improve end users protection and enhance the value of their security systems.

Attendees will also receive insights from industry specialists regarding the state of various market verticals. For in-

stance, Don Erickson, director of government relations for the Security Industry Association (SIA), will examine the govern-ments impact on the systems integration community.

Erickson will discuss the uncertain status of feder-al funding for programs that could be used for physical se-curity enhancements. The question asked by members of both parties in Congress with respect to federal fund-ing in 2011 and 2012 for se-curity projects is not wheth-er to cut funding, but by how

much, Erickson says. Of keen interest to many systems

integrators, Erickson will also pro-vide an update on the potential for Congress to reauthorize the Chemi-cal Facility Anti-Terrorism Standards (CFATS) and the Safe Ports Act.

New at PSA-TEC this year is the Technology Showcase where attend-ees can see demonstrations of cutting-edge technology presented by PSA Se-curity Network vendor partners. The 40-minute sessions will offer product overviews by leading suppliers such as Arecont Vision, Axis Communications, Ingersoll Rand, Milestone and Pelco.

All PSA-TEC educational sessions and activites will be held at the resort, including a music jam session, jazz lounge and bowling tournament.

Systems Integrators to Converge in Colorado for PSA-TEC 2011

WHAT: PSA-TEC 2011WHERE: The Westin Westminster, Westminster, Colo.WHEN: May 16-20INFO: www.psatec.com; (800) 525-9422.

Along with its rich educational offerings, each year PSA-TEC hosts an exhibition where attendees can view and demonstrate the latest electronic security products and services from leading suppliers.

SS4pulse_psa.indd 16SS4pulse_psa.indd 16 3/31/11 8:48:13 AM3/31/11 8:48:13 AM

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securitysales.com APRIL 2011 29

Industry Pulse

. . . . . . . . . TRANSACTION Ticker . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pinnacle Security secures a $275 million financing package led by Bank of America Merrill Lynch SecurTek Monitoring Solutions purchases 1,300 accounts from four Canadian monitoring providers for about $1.1 million Stanley Convergent Security Solutions (CSS) acquires Savannah, Ga.-based Sonitrol dealer Electronic Protection Network (EPN).

John Romanowich, president and CEO of SightLogix Inc., is uniquely positioned to tackle complex securi-ty needs for critical infrastructure. As chair of Security Industry Associations (SIA) Chemical Facility Anti-Terrorism Standards (CFATS) Working Group, he can also provide an insiders perspec-tive on CFATS requirements and the latest on when these standards might be further mandated.

When do you expect CFATS will be im-plemented as originally envisioned?

The progress to legislate and imple-ment CFATS has certainly been slower than the general public would desire. At the same time, CFATS is a signifi -cant initiative and its important to step back and acknowledge that some tru-ly good progress has been made af-ter much give and take between the chemical industries, the Department of Homeland Security [DHS], and Con-gress. As one might expect, with each Congress new objectives arise and more give and take must occur. The current Congress is moving toward longer-term or more permanent au-thorization, which provides chemical companies with a stable environment to move forward with upgraded securi-ty measures. So this is a positive trend.

Is there a recurring revenue piece to CFATS-related projects?

There are several forms of recurring revenue that may be available to inte-grators that win CFATS-related projects. One obvious source comes from main-taining and servicing security systems. Theres also a trend toward monitoring security devices on the IT network to as-sure their quality of service and uptime.

This is really just an extension of the way a network operations center is used to ensure the data fl ow and monitor the health of the network itself. This is a ca-pability that both large and midsized in-tegrators can support with economic and security justifi cation.

If only the largest integrators are equipped to handle Tier I and Tier II projects, what does a typical category III and IV installation project entail?

Its important to consider that chemi-cal companies that own Tier III and Tier IV facilities are at times the same com-panies that own Tier I and Tier II fa-cilities. So whether its with a large or smaller integrator, the chemical organi-zations are going to want to have uni-form security across all of their facilities. I can imagine that a local chemical com-pany might work with a good small in-tegrator, but when you start to go to the big chemical companies, the larger inte-grators are going to be securing the fa-cilities across all tiers on a national level.

The best practices learned from Tier I and Tier II facilities will also provide very good strategies for the third and fourth tiers, where problems are simi-lar. Consider also that a Tier IV facili-ty might be a Tier III tomorrow should they change the quantities or composi-tion of chemicals stored. Chemical or-ganizations will often be best served by looking at their assets overall, regard-less of each individual sites tier level.

How is video helping meet certain CFATS requirements?

Video is starting to play a very im-portant role for enhancing perimeter protection capabilities for outdoor fa-cilities in general and for CFATS in particular. Specifi cally, CFATS Risk-Based Performance Standards require chemical facilities to detect intrusions at the perimeter and internally around chemicals of interest. This helps to avert internal or external theft or sab-otage, as per Risk-Based Performance Standards 1, 2, 4 and 10. A challenge with many of the traditional perim-eter security or sensing modalities, whether they be fence sensors or mi-crowave sensors, is determining the true cause of an alert, and doing so without delay to enable suffi cient re-sponse. Now that outdoor video ana-lytics can be used as a reliable detec-tion source, you can not only achieve accurate detection and trusted alerts, but youll be able to see a box around detected objects to immediately know the cause of the alert to direct a swift and effective response.

John RomanowichPresident and CEO

SightLogix Inc.

HOT SEAT: A CFATS Overview

FIND IT ON THE WEBFor more from our conversation, visit securitysales.com/hotseat.

FFFFFFFFse

SS4pulse_hotseat.indd 29SS4pulse_hotseat.indd 29 3/31/11 8:51:36 AM3/31/11 8:51:36 AM

Industry Pulse DataBank


Video surveillance, mass notification, access control and emergency communications interoperability continue to pose challenges for many campus safety protection professionals. These technologies brought out some of the strongest negative reactions from respondents to the technology-themed portion of the How Safe Is Your Campus? survey conducted by SSIs sister publication, Campus Safety Magazine.

Campus End Users Rate Security System Performance

Find more SecuritySTATS at www.securitysales.com/securitystats

Did You Know?

The average gross profit margin forcommercial fire-only installations

31%SECURITY CIRCUITApril 19-21: InfoSec World Conference & Expo 2011; Orlando, Fla.; www.misti.com; (508) 879-7999.

April 26: Tri-Ed/Northern Video IP Video Technology Tour; Minneapolis; www.tri-ed.com; (888) 874-3336.

May 3-4: Electronic Security Association (ESA) Day on Capitol Hill; Washington D.C.; www.alarm.org/events/Capi-tolHill2011; (888) 447-1689.

May 10-12: U.S. General Services Administration (GSA) Expo 2011; San Antonio; www.expo.gsa.gov; (703) 305-7004.

May 16-20: PSA-TEC; The Westin Westminster in Westminster, Colo.; www.psatec.com; (800) 525-9422.

Visit www.securitysales.com/events for a complete industry calendar. V

Tri-Ed/Northern Video Distribution will host an installment of its IP Video Technology Tour educa-tional series in Minneapolis on April 26.

In what may appear as an op-portunity for systems integra-tors to help alleviate a customer negative, half of all university respondents are somewhat or very dissatisfied with their cam-pus video surveillance solutions. Source: Campus Safety Magazine

All three types of respondents express dissatisfaction with their campus accesscontrol. More than two in five universities (44 percent), 39 percent of K-12 schools/districts and 26 percent of hospitals say they disagree somewhat or strongly with the statement I am satisfied with the quality and coverage of my campus access control system(s).

Universities K12 Hospitals

Strongly Agree 15% 12% 23%

Agree Somewhat 26% 33% 34%

Neither Agree/Disagree 9% 12% 9%

Disagree Somewhat 23% 21% 18%

Strongly Disagree 27% 21% 16%

I Am Satisfied With My Security Video Quality and Coverage

Universities K12 Hospitals

Strongly Agree 9% 20% 24%

Agree Somewhat 32% 23% 44%

Neither Agree/Disagree 15% 18% 6%

Disagree Somewhat 20% 24% 12%

Strongly Disagree 24% 15% 142%

I Am Satisfied With My Access Control Solution

SS4pulse_data.indd 30SS4pulse_data.indd 30 3/30/11 1:13:55 PM3/30/11 1:13:55 PM

NMC Has Two LocationsOur two fully redundant monitoring centers are designed throughout with the same top-performing technology.

IMMEDIATE DISASTER RECOVERYEach monitoring center can provide full back-up in case of a catastrophic event at the other facility. The monitoring centers are located in different states to enhance effectiveness.

EMERGENCY STAFFINGIn the event of a critical need, operators at both locations are capable of handling alarm and telephone activity maintaining superior response times under any circumstance.

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SS4pulse_data.indd 31SS4pulse_data.indd 31 3/30/11 1:13:56 PM3/30/11 1:13:56 PM


Industry Pulse Company News

FE Moran Buys National Accounts From Synergy Security SystemsFE Moran of Champagne, Ill., recently took on about 50 new national ac-

counts clients representing more than 3,000 retail and distribution facility loca-tions following its acquisition of Monroe, Conn.-based Synergy Security Sys-tems. FE Moran will continue building its national accounts division to compete against national integration providers, company President Bret Bean tells SSI.

We expect our national account business to quadruple over the next fi ve years. In terms of RMR [recurring monthly revenue], right now we are in the $550,000 range. Our goal is a 10-year look ahead that would be about $2 mil-lion, he says.

P1 Takes Step Toward $100M National Accounts Revenue Goal With a goal of growing its national accounts business to more than $100 mil-

lion in three years, Protection One has purchased a portion of Las Vegas-based Sting Alarms national accounts client base. Protection One Chief Marketing Of-fi cer Jamie Haenggi tells SSI the company will take over the monitoring and ser-vicing of about 2,500 sites.

We acquired about 30 to 35 recognizable household names in food distribu-tion, high-end retail, logistics and self storage, she says.

Pinnacle Security Leads Effort to Form New State Association Pinnacle Security of Orem, Utah, announces it is helping establish a new in-

dustry association called the Alarm Management Association of Utah. The group will be a collaborative resource for its members to share best practices and pro-vide direction and guidance in the residential security market, says Pinnacle Se-curity Executive Vice President of Finance Jason Knapp, who will serve as the associations president.

Membership and structure are expected to be fi nalized by the end of year. Meetings will be held every other month on topics including licensing, installa-tion, tax compliance, technology, customer service, legal issues and attrition.

Mobotix to Host Resellers, End Users at New Briefing CenterMobotix, a provider of high-resolution, network-based security solutions,

recently opened a state-of-art technology briefi ng center at its North Ameri-can headquarters in New York City. The company says it will leverage the new facility to showcase its technologies and provide demonstrations on the ben-efi ts of its decentralized network camera technology and its hemispheric sur-veillance solutions.

The briefi ng center will allow company specialists to host sessions for resell-ers and end users to address technical questions, product inquiries and stage new product displays. The location will also support classroom-based training.

ScanSource Security Adds LifeSafety Power to Line Card ScanSource Security, a distributor of physical security solutions, has signed

a distribution agreement with LifeSafety Power, a provider of power systems to the security and life-safety markets. Installing security contractors will now have access to power supply systems created specifi cally for the security indus-try and featuring a unique modular design, according to ScanSource.

The family of products, called FlexPower, allows for a number of system confi gurations, including single, dual- or multivoltage outputs. The products were developed to provide reliability and shorter install time, while remaining cost effective, according to the company.

James Keighley, technical op-erations manager for Wayne Alarm Systems of Lynn, Mass., has been appointed to the National Fire Pre-vention Association (NFPA) Code Commit-

tee NFPA 72. The group formulates codes used to create regulations and laws to minimize the possibility and hazards of fire and other risks.

The Protection Bureau of Exton, Pa., promotes Bill Fisher to assistant central station manager. Fisher will report Brian Delphus, central sta-tion manager. Fisher joined the firm in 2008

as a monitoring operator. In April 2010 he was promoted to central station inside technical coordinator.

Tri-Ed/Northern Video Distribution appoints Andre Svor-inic to video solutions manager for Canada. Svorinic will be respon-sible for managing the companys IP solution efforts as well as its

CCTV vendors in Canada. He previ-ously spent more than 10 years with a major distributor in various roles.

Bosch Security Systems appoints Randy Baldonado as regional sales manager, intrusion, fire and ac-cess control for Indiana, Kentucky, Michigan, Ohio and West Virginia. He previously served

as a sales and field support engineer.

PEOPLE

Baldondo

Svorinic

Fisher

Keighley

For updates on new hires, promotions and more, sign up for SSIs Security People News enewsletter at securitysales.com

SECURITY PEOPLE NEWS

SS4pulse_combined.indd 32SS4pulse_combined.indd 32 3/30/11 1:16:49 PM3/30/11 1:16:49 PM

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Convergence Channel

By Paul [email protected]

Whether tis nobler in the mind to suffer the slings and arrows of outrageous technology claims. My apologies to William Shakespeare; however, it sets the stage, excuse the pun, for a different perspective on the argument between selecting IP vid-eo or HDcctv technology for your cus-tomers security video needs.

What is the right migration path to recommend? There sure is a lot of marketing noise out there. Will you pass the red face test a year after your recommended solution becomes

fully implemented? After all, it is your reputation we are talking about. Be careful how you position yourself.

Technology was much easier when the most diffi cult decisions were which camera manufacturer, what camera type, lens and how many tapes were needed for your library archive. Storage came in boxes of 24 VHS tapes simple. Not today. We have gone from simplicity to very complex in a span of just eight years. Not only do we have to speak a new language, but there are new standards for in-teroperability with networks. What the heck are those?

Speaking of interoperability and ob-solescence, the rhetoric has really been heating up between the IP and HDcctv camps about what the market will be in the future. I will readily cop to the fact I am an early curve technology junkie. Cant help it; its a recovering technolo-gy application engineer disease.

Therefore, I shall attempt to simplify a contentious and complex subject by viewing video technology from a differ-ent perspective; a more rational busi-ness perspective. Security is a business, your business, and it impacts your cus-tomers business in positive ways if you do your work thoughtfully.

Evaluating Videos Intended UseVideo quality is, of course, the end

game when designing solutions for your customers. Its also the factor that ends up being the most subjective.

Lets address two key questions. First, is there a high enough quantity of high quality video data to complete an investigation that would stand up in court, should it come to that? Secondly is there enough quantity of high qual-ity video available to support business or operational processes? If you fall short answering these questions some-one is going to be disappointed with the fi nal outcome.

Either an IP or HDcctv technolo-gy choice can deliver high quality vid-eo images to satisfy the fi rst question.

Offering high definition video surveillance requires weighing customer needs and expectations against the inherent strengths and weaknesses of either an IP- or HDcctv-based solution. The business implications of these decisions are just as critical as the technology choice.

To IP or Not to IP; That Is the Question

SELL LOW is a pneumonic device to remember important video surveillance design consider-ations. Its both an acronym, begin-ning with Stay, and an antonym to remember to actually sell solu-tions that deliver high value.

SELL LOWAn Acronym Thats Also an Antonym

SSI is pleased to welcome security industry veteran and convergence specialist Paul Boucherle to its lineup of columnists. His Convergence Channel contributions will augment those of Steve Payne.

Stay How long will they

be in this facility?Expanding

orshrinkingbusiness?

Lease term left??

Length and height

of the facility

Lighting adequate?

Operating costs TCO

Wallet your

customers budget

SS4converge.indd 34SS4converge.indd 34 3/30/11 1:20:47 PM3/30/11 1:20:47 PM


Convergence Channel

The second question will depend on who wants to use the video and where they will use it. If it is a centralized control room, either solution works. If they need to view the video feeds from many places, IP may have the edge.

So when is good enough good enough? When you consider/compare incremental quality increases vs. ad-ditional implementation and oper-ating costs over a three- to fi ve-year timeframe.

Rendering the optimal solution means still more questions need to be addressed. What does the function, size, condition and ownership of the facility look like with your custom-er? If you plan to deliver value to your customer, these conditions must be considered in designing security vid-eo solutions from both a business and technology perspective.

You may want to start with some questions about a facility before you force-fi t your favorite video product into a no-win situation. By the way, guess who will get the majority of the blame if the system doesnt meet your customers expectations? And when you ask the right questions, you will not be chasing your competitors and projects on a price basis.

Sell Low Is Given New MeaningAs a pneumonic device for remember-

ing important considerations, heres an

acronym that should also be your ant-onym: SELL LOW. Heres how it works:

Stay or leave How long is your pros-pect/customer going to stay in the facil-ity for which you are designing the sys-tem? If it is short-term (three-fi ve years), using existing coaxial infrastructure and HDcctv is an economic and smart business choice. If it is fi ve years or lon-ger, balance IP against HDcctv. Remem-ber to ask the customer how smart they want their video system to be?Expanding or contracting the business Is the customer growing their busi-ness; will they be expanding at the exist-ing site or looking for a new one? You dont want to invest in an expensive net-work infrastructure if you are not plan-ning to stay for a while. Just asking this question will reposition the customers perception of who you are and how you work. That will be important later.Lease or own If your prospect leas-es their facility, what is the length of the lease and do they have plans of staying beyond the term of the lease? If they own the building, a longer term investment in network infrastructure may be the better investment over time; certainly from a maintenance and expansion perspective. Length of building Basically, do they have a big or small footprint? The big-ger the building, the more I start look-ing at network infrastructure (IP) if the customer plans on staying and growing at this facility. Compare the future addi-tion of cameras 800 feet away on coax, or 150 feet away with Cat-5 to the near-est network switch. You get the picture.Lighting How good is it in the areas you want surveillance? Adding lighting is not inexpensive, and is more of a fac-tor (generally) with IP video than with HDcctv products. With IP video, poor existing lighting impacts bandwidth us-age due to noise, quality and storage re-quirements. The right IR solution can help; however, what is the impact on implementation and operational costs?Ongoing costs To be a trusted advi-sor you must consider what the own-

ership costs are for the customer and what is it going to cost your company to maintain this solution. Will the cus-tomer participate in the ongoing ser-vice of the system? With IP solutions that is a real possibility and not neces-sarily a bad thing. If you choose HDc-ctv because of existing coax wiring you better have end-of-life DVRs because they will need to be replaced. Just make sure you include this important factor in your value proposition.Wallet the customer What is the budget range for the project and what is the expected payback period? This fi nal qualifi er is in many ways the most important. This is where you should start your consultative selling approach. Dont try and solve a $500 problem with a $10,000 solution.

Putting Customer Needs FirstAs I said, the SELL LOW acronym

is also an antonym in that you should always strive to sell high high val-ue, high quality, high availability and high integrity. Taking time to look at your prospects/customers business through their eyes changes the way they see you vs. the competition. You must also look at your business and make sure you keep your capabilities current with your customers needs and product technology.

Recommending only video security solutions based on your current com-fort level or technical capabilities is not delivering the best long-term busi-ness solution. It is selling products. If you are in a product sale mind-set, you better have some really low overhead and be able to live with low price wins profi tability issues.

Next month, well continue this dis-cussion by delving into myths and re-alities of this ongoing battle of mar-keting superiority between IP video and HDcctv.

Paul Boucherle, Certified Protection Professional (CPP) and Certified Sherpa Coach (CSC), is principal of Canfield, Ohio-based Matterhorn Consulting (www.matterhornconsyulting.com). Boucherle has more than 30 years of diverse security and safety industry experience.

Two questions when considering IP or HDc-ctv technology is if the quality and quantity of images will be high enough to both stand up in court and support business processes.

Cou

rtesy

Are

cont

Vis

ion


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www.samsung-security.com 877-213-1222www.securitysales.com/freeinfo/14304



By Bob [email protected]

Tech Talk

There are two important sets of job skills that every one in your organization should possess. These are often re-ferred to in the training community as hard and soft skills. Hard skills are the everyday technical abilities we need to do our job. Soft skills are such things

as being adept at interpersonal rela-tions, communications, customer ser-vice, and providing assistance, direc-tion and leadership as needed. These are the backbone of any competitive and effi cient operation.

In todays technical world, soft skills are often not given the attention they deserve. They are very important and management should make sure staff is trained accordingly. Dont make the

mistake of saying to yourself, Every-one seems to be getting along and cus-tomers are not complaining. You can always do better and in todays ever-competitive world customers expect more than the norm.

In recent years I have observed a troubling pattern of people becom-

ing a society of sloppy and lazy com-municators. According to the Na-tional Commission on Writing (a part of the College Board), it has been calculated that remedying de-fi ciencies in writing costs American corporations as much as $3.1 billion annually.

In the security industry this is par-ticularly concerning since on a daily basis we deal with critical operations

such as life safety. What countermea-sures and quality assurance (QA) does your organization have in place for critical communications both hu-man and machine-to-machine (M2M), a.k.a. alarm monitoring?

This month I am taking off my techie tool belt and putting on my management hat to talk about a key soft skill: providing excellent and reli-able interpersonal communications. Specifi cally, I am referring to effec-tive written and oral communications both internally between associates and externally to customers.

Begin With Basics of 5 Ws and 1 HEffective written communications

technique is not complicated, but it does require a certain level of practice and commitment. This is especially critical with todays heavy reliance on electronic communications such as E-mail and text messaging.

Lets take a look at some very ba-sic and important rules that we actu-ally should have learned back in high school, and even if we did may have forgotten. It is all about the rules of the fi ve Ws and an H:

WHO is it about? Make sure all rele-vant parties are involved and all are copied.

WHAT happened (whats the story)? Dont assume everyone has the cor-rect information and is at the same technical level as you. Provide at least a bulleted list.

Its all in the details, but they can only be conveyed via accurate and ongoing communication. Unfortunately this basic skill a necessity for all security professionals is often overlooked. Learn how to be an effective communicator.

A Failure to Communicate?

Effective written communications technique is not complicated, but it does require a certain level of practice and commitment. This is especially critical with todays heavy reliance on electronic communications such as E-mail and text messaging.

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Tech Talk

WHEN did it take place? Provide ac-curate dates and times. Make sure to provide this information in the correct international time zones.

WHERE did it take place? Dont as-sume everyone is as familiar with the location as you. Take advantage of In-ternet tools such as Google Maps.

WHY did it happen? Also ask and seek reasons from others. It is better to get different points of view on an issue. Dont assume you have all the answers.

HOW did it happen? It takes time, but pay attention to the details of the issue at hand. You do not have to write a book, but at least do a quick bulleted list of the important items and place it at the beginning of your correspondence.

Communication Breakdown CausesAccording to Chuck Terry, executive

vice president and CSO of Carew Intl Inc., an award-winning sales train-ing company, the three most common causes for faulty business communi-cations are:

Assuming we know what the other party is saying At my company we have a term for this phenomenon that we call being in your own odds are. This is a reference to our research in-dicating the odds are 2-to-1 that in any conversation we will be listen-ing to what is said through our own

set of fi lters. We will experience what we thought we heard and have a self-centered reaction versus an other-centered response. Said another way, what we think we are hearing may be more about how we think it will im-pact us rather than how it is actually intended by the other party.

The best antidote for this condition is to employ active listening. Although easier said than done, try asking some questions to clarify the other persons intent before responding. Even if you think you know what the other par-ty means, avoid responding until you clarify with a question or two.

Spending more time talking than lis-tening This communication mis-fi re picks up right where the last one left off. You learn more by listening than by talking and, if you are like many of us, you would probably be surprised how much time you actual-ly spend talking. We typically audio-tape the role plays of salespeople in our training programs as they practice asking questions to uncover the cus-tomers needs.

It is a revelation when many of them listen to the tapes and discov-er they spent most of the 5-minute ex-ploratory call role play actually talking instead of listening. One of the great ways to break this habit is to do exactly what I just described. Try taping some of your conversations with clients.

Spending time thinking of what you are going to say next instead of lis-tening This is a dangerous sub-set of cause No. 2. Have you ever been listening to someone else when, sud-denly, they ask you a question and you realize you werent actually paying at-tention to what was being said? What you were probably doing was think-ing about what you were going to sa

SSI April 2011

Documents

Transcript of SSI April 2011