What Are the Benefits of Selling Security Solutions?

On October 31, 2019 invited Robert LaBella, Identiv A&E Business Development Manager, to participate in an expert panel roundtable concerning selling security solutions. Here’s an excerpt:

Products are the building blocks of the security industry. Historically, much of the industry’s sales effort has been focused on highlighting product features and functionality. At the end of the day, however, an end-user is less interested in the performance of any individual system component than in the system as a whole. Lately, the industry has embraced a changing sales approach by emphasizing systems rather than products. We asked this week’s Expert Panel Roundtable: What are the benefits of a transition from selling security products to selling security solutions?

“As salespeople, we always need to differentiate ourselves from our competitors, while offering more features, and we need to do this at an attractive price. The price will always be an issue in some way, but how can we reduce the impact of low pricing and the race to free in the industry? In a traditional product sale, you talk about features, but without the solution, customers might not understand how features translate into efficiency or ROI. Additionally, in a product sale, price becomes a high priority, since single products are more likely to be commoditized. When selling security solutions, the conversation is less about price, and more about how the solution will help the customer in their day-to-day activities, ROI, and possibly even improvements in workflow management. Price is less of a factor because a customer can see savings in other areas. The solution creates value for the customer.” — Robert LaBella, Identiv A&E Business Development Manager

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