Security Sales & Integration July 2023 - 31

" Also, when we do roll out a new service or
product, we invite manufacturer reps to come
in and get our teams up to speed, " adds Widner.
" As they say, no man - or in this case a
security dealer - is an island. "
Despite its best laid plans, like almost every
security systems dealer, LOUD has been affected
by the supply chain debacle.
Management has navigated through it by frequently
sourcing new products from new vendors.
As necessary, the company has completely
changed product lines to meet customer needs
and expectations. At the same time, rising costs
have caused the business to evaluate every system
sale and tap into new ways to create profitability.
" One of the prominent challenges for us is
keeping pace with today's rapidly changing
advances in both security and lifestyle applications, "
says Bennett. " We push to find ways to
present features and benefits to the younger demographic
of homeowners, staying out in front
of it by showing them real-world solutions. "
Following Rules of Engagement
LOUD Security proactively keeps its company
and brand top of mind with existing and potential
customers. This includes making them aware
of LOUD's involvement in the community, and
relevant security tips and concerns, and the provider's
latest offerings and promotions.
Techniques utilized encompass frequent social
media posts on multiple sites; creating or
attending various community events and networking
groups; and distributing a company
newsletter via email with relevant security tips
and company information.
" It's about education and exposure, " explains
Bennett. " We try to leverage our services
through social media, email campaigns and
sales promotions. Our reps are trained on the
benefits of these products or services and can
better promote them and help position us in a
way that sets us apart from our competitors. "
Those reps' sales are measured by internal and
organic growth versus other means to ensure that
those methodologies are effective and that the
business is ultimately successful in hitting the
objectives and goals management has set forth.
" It's not a complicated process for us, "
states Bennett. " It's more about staying on
top of the numbers and seeing what works
and what doesn't. Then being ready to
change and adapt quickly when necessary. "
securitysales.com
Working Toward Team Wins
Keen technologies, appealing services and slick
marketing only takes a company so far. At the
end of the day, it is about the caliber, competency,
and contentment of the people behind it
- crucial factors of which LOUD is well aware
and consistently executes upon.
The company's recruiting practices rely on a
mixture of internal recommendations through existing
associates, as well as traditional employment
advertising online and on social media. Once
candidates are hired, they undergo a fine-tuned
onboarding process and training commensurate
with their innate skills and intended job roles.
Communication, of course, is key. To that
end, each department holds regular meetings
to ensure that employees are on the same page.
To a similar end, interdepartmental gatherings
take place as well to help facilitate smooth operations
that foster positive customer experiences.
Vendors are brought in on a regular basis
to provide employees with top-notch product
training. In addition to weekly in-house training,
the company brings in experts from the
security brands it sells and services, as well as
representatives from many of the other specific
Originally from Boston and
with a history that includes
hockey player, comedy club
manager and Delta flight
attendant, LOUD Security
President John Loud (middle)
has been highly active in the
industry - presently serving as
ESA's chairman.
We never want
to treat any
customer as a
number. Instead,
they are a vital
part of our
family.
- John Bennett,
Director of Marketing
JULY 2023 Security Sales & Integration
31
http://www.securitysales.com
Security Sales & Integration July 2023

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