With spring in full bloom and new growth everywhere, it’s the perfect time for security dealers to take stock of the year so far, review what’s worked, spot new opportunities, and course-correct where needed.
Whether you’re reassessing your sales pitch or your offerings, adapting to shifting customer expectations, or refreshing your approach based on emerging developments, this is the right time to ensure you’re on track for a strong summer and resilient finish to the year.
We’re excited to help you keep your momentum strong in the months ahead. Here are some ideas for staying competitive through the rest of 2025.
#1. Drive growth by uncovering new business value for corporate clients
Security is no longer just about perimeter or access control; it’s also about leveraging all the data that modern technologies can now capture, using it to extract valuable, actionable business insights.
Today, many security-focused technologies can do far more than monitor an area for intruders. Video surveillance cameras with powerful edge processing, for example, no longer just safeguard a building or protect people—they can help businesses manage attendance tracking, space utilization, efficient HVAC use, and more.
Because traditional security technologies can now be used to harness new insights, that creates an opportunity for you to upsell solutions that go beyond traditional expectations. If you’re looking to expand your security business, it may be time to explore how data-driven business intelligence can be an additional selling point that enhances your existing offerings.
Now’s the perfect time to shift your pitch from security to smart business strategy.
#2. Focus on people, not just technology
Now let’s look at things from a different perspective: rather than lean into the technical opportunities new technology provides, try doing the opposite and leaning out. Here’s what we mean. You know all of the technical specs associated with every camera, security system, and alarm that you sell. But what does all of that actually mean to your customer base?
While some people may be happy to get into the technical details with you, the truth is that most customers want to know that your solutions will work and that you’ll be available to help them with any problems along the way.
Reframe your message to spotlight ease of use, fast support, and how your solutions simplify customers’ lives. Ultimately, people choose to work with you because they trust you, your expertise, and your ability to support their security goals. Don’t underestimate the importance of the human touch, even as technology advances. In fact, as technology becomes even more sophisticated, dealers will need to take on the role of a trusted advisor and guide to help customers navigate new opportunities.
#3. Uplevel your training to keep up with rapid tech evolution
If you want your business to stay responsive to emerging trends and technologies, you need people who instinctively grasp the opportunities—and risks—of new tech.
In this competitive landscape, your job is not just to sell a product, but to educate customers about how security is changing and how they can ensure they’re well-protected no matter what the future holds. That’s why it’s so important to enhance your own skills—and your team’s–when it comes to topics like cybersecurity or advances in AI technology.
As an example, the newest Genetec State of Physical Security Report indicates that in 2025, almost 40% of end users will integrate AI into their existing systems. But as more people adopt this technology, it will ultimately be up to you to ensure that it’s implemented effectively.
Refresh your skills and your industry expertise by investigating training programs from SIA as well as the manufacturers that you work with and stay on top of industry trends to spot which opportunities may be coming next—like counter-drone systems (see below).
#4. Look to the skies for emerging opportunities
With last year’s spate of drone sightings off the Eastern seaboard, drones have been a hot topic of conversation, underscoring how the sky above us is also a potential threat vector. But wherever there is a new threat, there’s also an area of opportunity for security dealers.
The skies may just offer your next big business opportunity. The field of counter-drone technology is growing, as is the number of drones that now zoom through the air. These could pose a threat to everything from private residences and businesses to critical infrastructure like power plants or high-capacity venues like stadiums.
In a discussion with SDM, Skysafe CEO Grant Jordan noted the need for outside expertise in providing drone defense services.
“The biggest trend we are seeing is the shift away from buying counter-drone hardware systems to now looking to service providers. The threat has become too large and complex for individual facility operators to manage alone,” he said.
He noted that while radio frequency (RF) tracking was the “gold standard for airspace awareness,” integration would be key to successfully identifying drone-based threats. “Integration with security platforms is going to become more important as more customers need drone tracking information within their single pane of glass.”
This is one example of why it’s so important to build up your expertise and stay up to date with current solutions and technologies; news stories like these can spark valuable conversations (and valuable opportunities) to expand the way you serve your customers. When opportunities like these arrive, it’s best to be ready.
#5. Make this your strongest year yet
There are a lot of potential opportunities still in store for 2025—but it’s up to you to act on them. And the best way to do so is to make sure the nuts-and-bolts aspect of your business functions as smoothly as possible. This frees you up to tackle big picture work like expanding your marketing and positioning, building your industry knowledge, seizing opportunities when they arise, and enhancing the overall client experience.
You can invest in your business by investing in the right tools to help it function smoothly and efficiently in the background while you focus on creating real growth.
The right software can help you manage all aspects of your security business from a single dashboard, whether it’s putting in work orders, automatically sending out invoices and collecting payments, or pulling up customer information in the field.
If you’re currently using off the shelf tools like Quick books, or multiple systems, documents, Excel sheets, and open tabs just to get through your day-to-day business processes, your systems are working harder than they need to—and so are you.
Contact us to find out how our security business management software can help put your business operations on ‘easy mode’—so instead of asking, “How will we keep up?” you can ask, “How will we grow?”
The year is already in full swing, but there’s plenty of opportunity ahead for security dealers who are willing to think big. How will you make this your best and smoothest year yet? We can’t wait to hear about it!