Become Known by the Company You Keep

There are both overt and intangible benefits when companies participate in security industry associations.

Countless times throughout my career, I have been called upon to provide an overview of the electronic security industry.

The recipients of that information have run the gamut — from new hires just starting their professional lives, to experienced people making a career change to investors to other trades to the media to consumers.

I enjoy being able to enlighten them about our wonderful business — from its noble purpose to safeguard people and assets, to its exciting technologies and innovative solutions, to its amazing opportunities and bright future, to the driven, high-character folks who compose it.

Security’s Complexities and Nuances

That process always reminds me of security’s complexities and nuances: how it operates differently from many other fields, how it typically takes time to become familiar with many of the key players, and how it takes at least a year for everything to click and make sense.

There are seven essential elements to convey:

historical context and current market metrics;
explanation of how the channel flows;
examples of prominent manufacturers, distributors, monitoring centers, alarm dealers and systems integrators;
a summary of devices, systems and capabilities;
important trade associations;
key shows and conferences; and
leading trade publications, including SSI, to aid in learning and keeping up with it all.

I want to concentrate on the fifth point here: trade associations and their utility. Some company owners and managers do not see the value or return on investment in paying annual dues so they can belong to a trade association.

Perhaps they believe they know it all and/or maintain that they don’t have the time to spend participating in the activities of such an organization. Still others might be put off by fraternizing with real or perceived competition, or they might worry about other firms poaching their employees who attend meetings or training sessions.

Yes, it does require some investment of money and effort. And, yes, the payoff may not be as straightforward as signing a new customer. However, the adage that you get back what you put in is spot on when it comes to participating in these groups. There are both overt and intangible benefits aplenty.

As for competitive concerns, they tend to fade into the background in the name of the common good. And if your company culture is sound and you treat your employees fairly, loyalty will prevail. If it helps make it more palatable, think of belonging to an association as keeping your friends close and your enemies closer!

Not a Coincidence

I have witnessed firsthand through decades of observation how a great many of security’s most successful executives (including lots of SSI Industry Hall of Famers) and companies are active in the trade associations. That isn’t a coincidence.

The knowledge gained is power, and the networking and connections made are golden. Plus, there is a higher degree of personal fulfillment gleaned from giving back to the industry, contributing to its advancement and fostering success for all.

What follows is a basic guide:

Electronic Security Association (ESA; esaweb.org): Join if your company sells, installs or services systems.

The Monitoring Association (TMA; tma.us): Join if your company monitors installed systems.

Security Industry Association (SIA; securityindustry.org): Join if your company supplies security devices or software; also recommended for any security business.

PSA Network (PSA; psasecurity.com): Similar to a trade association; join this co-op if your company specializes in systems integration.

American Society for Industrial Security (ASIS; asisonline.org): Join if you are a commercial security end user; this is of value to any security professional, too.

Invaluable Information for You and Your Company

Those are all national (in some cases, international) organizations. For those north of the border, there is the Canadian Security Association (CANSA). Perhaps even more important for installation and monitoring providers is participating in state and local trade associations.

These are the circles in which invaluable information is exchanged, crucial lessons are learned, lucrative deals are made, key partnerships are struck and lifetime friendships are forged.

That said, joining is not enough. You, your company and its people must engage. Next month, I will address the basics of No. 6: security events.