|Monitronics’ ProShop offers sales and marketing materials to its dealer network as a valuable resource|
Monitronics Security, headquartered in Dallas, continues to stress the importance of professional monitoring services to its dealers and their customers as a critical component of recurring monthly revenue (RMR).
“Traditional dealers need to emphasise the advantages of live, around-the-clock monitoring for anyone considering a non-traditional provider or do-it-yourself (DIY) with a self-monitored or unmonitored solution,” says Bruce Mungiguerra, senior vice president of Operations. “It’s not just about quicker response times, but also about getting guidance during an emergency. If dealers emphasise the role of a well-trained agent and an award-winning monitoring station, the value proposition becomes evident,” he says.
Mungiguerra says customers are increasingly interested in home automation technology, although there still is a strong component of home security involved in the mix. “Video is emerging as a popular option, since it does dual duty as a security tool (monitoring the home) and a non-security tool. For example, many users report utilising live video just to watch their pets – not necessarily to check on them, but simply to watch them.”
Positioning for success
For dealers, a strong value proposition also involves the ability to listen to customers, get guidance from a dealer program and an awareness of what the most popular offerings are. “With home automation gaining in popularity, they also should be examining ways of hiring and retaining quality technical staff, particularly those who are familiar with wireless security and technology,” says Mungiguerra.
"Video is emerging as a popular option, since it does dual duty as a security tool (monitoring the home) and a non-security tool" says Bruce Mungiguerra, senior VP Operations, Monitronics Security
Monitronics Security provides a number of programs and tools that allow security companies to add services and corresponding streams of revenue. For example, the Monitronics Dealer Program provides valuable resources for smaller companies who want to add RMR. They work with packages that are set as entry points to each service level and allow flexibility to upsell additional products and services. They can take advantage of customisable marketing and sales collateral available through a “ProShop” that can be individually branded specifically for their needs and their sales strategy. The company also offers a variety of training programs that show dealers innovative ways to approach development of RMR and suggest new avenues and techniques to pursue.
Expanding dealer network
As far as competing with giants such as Time-Warner, AT&T and Comcast, Monitronics Security believes local dealers need to capitalise on their advantages over larger competitors. “They are typically well-known in their areas and are familiar with local needs and demographics. They have experienced, well-trained personnel who not only can consistently perform and support quality installs, but also are fully aware of local ordinances and licensing requirements. Since many of the larger companies have reputations for inferior customer support, local companies can emphasise customer service, relationships and word-of-mouth referrals. Finally, they can add many of the resources that are available to larger players – such as marketing and branding – by becoming part of a dealer network which can offer assistance in those areas.”
Mungiguerra says that in addition to the company’s award-winning monitoring, Monitronics Security would like to be known for the freedom it gives the companies who are part of its dealer network. “They are given a large amount of independence to pursue building their brand, while making use of resources provided through our dealer network, such as training, support, funding, marketing collateral and access to equipment from quality manufacturers. Our relationship leaves them free to pursue strategies that benefit their businesses.”