If the last several years are any indication, physical security will continue to transform in 2018 at an even greater pace. Now that technology is in place, it is set to advance beyond our wildest expectations. New, unexpected companies are coming into the business, and consolidation continues on the manufacturing side. Customer sentiment about security and what it should do is changing as well.

Customers are looking for more than hardware—they want security solutions that also provide data and information they can use in their everyday business practices. They don’t want the unwieldy chore of working with multiple companies—just a single contractor to address their needs. They want convenience in operation and a service provider who can advise on security, risk management and business intelligence.

As we begin 2018, here are six strategies for greater success in security and integrated systems contracting.

1. Think outside the ‘security box’

Users don’t really care about the hardware in the box. Instead, they want to know how it can solve security concerns, assist with manufacturing or distribution, and address liability and compliance regulations. So, it does little good to simply hawk a certain manufacturer’s hardware. Instead, focus on what the solution can do for them, how it provides a return on investment and how it can be seamlessly integrated with other parts of the facility, such as building automation or energy management. Identify the personal triggers for customers and how technology can alleviate their challenges. Never lead with technology—because that message will simply confuse the potential customer. Instead, lead with targeted solutions to their problems.

2. Surveillance beyond security

Video surveillance is a value-added technology. Not only does it provide security, but with advanced analytics, it can also provide operations, marketing and customer data businesses can use to further justify the capital expenditure on cameras and lower their total cost of ownership. According to new research by Frost and Sullivan, Santa Clara, Calif., end-users are demanding converged, end-to-end solutions and access to system integration when doing major surveillance system overhauls, said Danielle VanZandt, security industry analyst.

“They are choosing technologies that merge seamlessly with one another while providing a variety of analysis and real-time event management functions,” she said.

3. Get smart on vertical markets

Make it a point to know everything, or as much as possible, about the vertical market or markets you are targeting. Attend related meetings, such as the National Retail Federation or loss-prevention organizations to learn pain points, such as the rise of organized retail crime. This helps you fully address current needs and design a solution that hits the mark.

“Big data is a way to solve challenges and problems,” said Herve Fages, vice president—connected buildings, Honeywell, Golden Valley, Minn. “Retailers are struggling, and they want more information. Now, we can take video analytics with information and combine it with point of sale data and more. Big data opens the door for new solutions. Sit down with your customer, and ask them what problems they are trying to solve.”

4. Make your way to the cloud

The global cloud computing services market is expected to grow from $23 billion in 2016 to $68 billion in 2020, as predicted by market research firm Gartner. Don’t ignore the growth of cloud computing and its inherent efficiencies. Leveraging the cloud for access control allows your customer to eliminate on-site servers and IT maintenance.

Cloud solutions provide disaster recovery, automatic backup and software updates without customer interaction. Cloud computing enables security contractors to make changes remotely through the user interface, updating access control permissions and credentials, for example. Finally, cloud-hosted access control systems are often hardware agnostic and can be configured for communication with existing legacy devices on-site, without a total rip and replace.

5. Partner with other experts

Don’t assume you can do it all. Locksmithing is a separate discipline, as is elevator control, both necessary in life safety applications. You can’t know it all but you can partner with others in the field who can help you reach a higher level of integration and seamless processes for your customers.

artnerships are also increasing on the manufacturing side of the business, where many are joining forces to develop integrated hardware and software products.

6. Be transparent

Focus on the total system solution for the customer, starting with a consultation and site survey. Be honest about what will work, what won’t and what technology will fulfill their goals. Look at the client as a customer for life. Address integration with other devices and sensors that give the customer a complete, integrated strategy, because that’s what they are looking for.