Security Sales & Integration June 2022 - 55

pendent third parties. It is difficult for customers
to conceptualize the true financial and psychological
cost of a false alert until they experience
one at their business or school.
From a financial perspective, it's easy to calculate
the cost of shutting down a factory production
line for three or four hours - but what
about a hospital or a high school? One study
showed that canceling normal hospital services
(inpatient admissions, elective surgeries,
ER visits, etc.) for just one day was more than
$970,000. Attempting to save money by choosing
an inferior sensor can create angry customers
who, at a minimum, may suddenly find themselves
facing reputational, employee or public
relations issues.
But sensors are just one part of the overall
solution. Industry-leading gunshot detection
systems must not only provide a standalone
means to communicate and display the sensor's
data, but they should also seamlessly integrate
this information with the client's other security
technologies. Given the dizzying number of
VMS, access control and mass communications
solutions on the market, a dealer may be hesitant
to add gunshot detection as it may be seen as
introducing another level of complexity into an
already difficult sales effort.
Choosing a gunshot detection vendor with
proven performance and certified integrations
reduces this risk and allows the dealer to focus
more on working with the customer to develop
and deliver what they really need: a fully autonomous,
preprogrammed response to a gun violence
event.
Demonstrate Your Differentiators
Customers may engage with dealers based on
perceptions of trust and competency, but these
are just the basics. Customers also want to know
that, when needed, their dealer is a trusted
partner that can look over the horizon and see
what security solutions will be required in the
immediate future. The trend of states mandating
" Alyssa's Law " types of emergency messaging
solutions for schools is a perfect example of this.
Gunshot detection, when added to a proposal or
RFI for video analytics or intelligent access control,
signals to clients that a dealer is not only
thinking ahead, but that they have invested internally
to ensure that they are farther out on the
cutting edge than their competitors.
While market growth in all areas of gunshot
detection (indoor, outdoor, military, etc.) is foresecuritysales.com
casted
to be strong - with some analysts forecasting
an 8% CAGR until 2026 - the market
demand for indoor solutions is not as readily
understood. One of the reasons for this is that
gunshot detection may still be considered niche,
and therefore expensive, by both the potential
customer and the dealer. Another reason is that
while customers are obviously purchasing these
systems, they rarely let the public know that they
are installed. Some fear that by publicizing gunshot
detection's use, they are openly admitting
that " it could happen here. "
The solution to lessening this stigma starts
with manufacturers working closely with dealers
to win approval for case studies. Dealers will win
more business by encouraging existing customers
to engage in case studies and provide peer-topeer
references. In most cases, the manufacturer
can help the dealer develop this relationship and
reduce any concerns that the customer might
have regarding how the information is being disclosed.
For example, Shooter Detection Systems'
(SDS) sales and marketing teams continuously
evaluate feedback from customers and develop
communications that speak directly to a specific
vertical.
Secondly, dealers should take full advantage
of the marketing and communications resources
offered by manufacturers. Dealers should
ask if they offer services that can help develop
tailored marketing content and if there is
a strong national sales team in place who can
provide impactful presentations and field sales
support. In addition, dealers will want to find
out if their information is backed by certifications,
third-party testing and validation of the
product. These types of resources will have a
huge impact when beginning the active shooter
discussion with prospects or when adding recommendations
to RFIs.
More Recurring Revenue
One forgotten aspect of gunshot detection
systems is that they provide the dealer with
another recurring revenue stream. Just like
fire alarm systems, gunshot detection systems
should be tested at least once a year. Reputable
manufacturers will have sensors that report
malfunctions or tampering immediately to
their monitoring systems, but an annual testing
or maintenance contract should be part of
every dealer's sales agreement.
Dealers that offer SDS' Guardian Indoor Active
Shooter Detection System have an easy-toJUNE
2022 Security Sales & Integration 55
Gunshot detection starts with
the sensor. Best-in-class gunshot
detection sensor offerings
will provide clients with the
highest level of detection accuracy
- preferably tested by
independent third parties.
Gunshot detection
systems reduce
response times,
decrease the
possibility of
human-generated
false alerts, and
deliver clarity
during times of
extreme stress.
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Security Sales & Integration June 2022

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