How has the security end user’s ‘buying journey’ changed in the age of the Internet? If nothing else, the online age has simplified access to information about various security products and systems. However, easily accessible information could enable a customer to delay contacting a manufacturer or systems integrator until further along the decision-making process. We asked this week’s Expert Panel Roundtable: What role should the Internet play when customers are researching new equipment purchases for security?
The internet, via Google (or other search engines), is the first stop for most customers when researching future purchases, and the physical security industry is no different. As everyone knows, it can be hard to find reliable and trustworthy sources when searching for information. Some of the best research sources are case studies written on behalf of customers who describe in detail their challenges and how a system integrator and various manufacturers provided a solution. Educational articles and videos are also popular as a way to give customers information without overtly selling them on any one solution. The guiding philosophy at i-PRO is that a well-educated customer will make the best choice for their company’s unique requirements. As a manufacturer, if you’ve listened to the market’s needs and developed the right products and services, you should be successful. However, customers still need to be able to find you, and that’s where the Internet is invaluable.
The Internet is an essential research tool for customers and, as such, great attention should be paid toward your brand’s online presence. After all, your website is the only member of your sales team that works 24/7/365. But online presence is about so much more than just sales; it’s about education. While customers often search online with the intent of finding a security solution to purchase, much of the time customers are searching online to be educated — about the latest security technologies, market trends, or how they can best solve their problems. When the education of your customers comes before sales, both online and in the real world, customers have a better understanding of why a certain security solution can better solve their pain points over another. This makes high value content such as blogs, editorials, and case studies essential online tools for both customers and brands.
The Internet already plays a major role in customer choices and selection of security purchases. Even a decade ago, much of the customer education process with regards to products was driven by sales activities, but now the Internet has taken a key position in this, meaning sales teams are more focused on how best to design and engineer the overall solution. Many savvy customers now have a good understanding of how products compare and how they work but will probably still need advice on the wider integration possibilities. Naturally, gaining accurate pricing is more of a challenge online, although retail prices may be available for some items. This is where manufacturers and expert installers must fill in the gaps and demonstrate value through the delivery of complete solutions (not just widgets!). A good security provider will help a customer build upon their knowledge gained online, offering a consultative approach that helps them find the best overall solution for their needs.