While watching a commercial by a major window and door manufacturer, I was struck by the customer service angle and message. It seems they know their products are generally a commodity item, but the service they provide is where they stand out.

Setting yourself apart from other systems integrators starts with sales training and buy-in by all team members. The first sales experience with the prospect should be to build trust that you are the right company to provide their security services. If you think you’re going to win them over with a written quote and slick brochure, forget it, since users now openly search product pricing. Consider that your competitor has the same or similar offerings, so how do you stand out among a potential stack of proposals?

Users don’t want another widget; they want a system that offers convenience and satisfies their safety, security and workplace goals and challenges. Research from Salesforce Inc., San Francisco, reveals that 89% of service professionals find customer expectations higher than ever, and it’s crucial to adopt a customer service strategy that “aligns teams, processes and technology to ensure consistent, efficient and high-quality service across all touchpoints.”

Customer satisfaction is coveted, and those who aren’t highly satisfied will spend their money elsewhere. According to American Express, U.S. consumers are willing to spend 17% more with companies that offer excellent service. But more than half of Americans have scrapped a planned purchase or transaction because of bad service, while 33% consider switching companies after a single instance of poor service. 

“Creating a high-quality, sustainable customer service plan is one of the best investments a business can make. Establishing and maintaining excellent customer service demonstrates that you care about your customers, which will invariably lead to attracting new leads, improving your brand image, building loyalty and expanding your growth,” according to Forbes.

Beyond the price tag

Systems integrators need to elevate the customer experience and stand out beyond product. It starts with building trust that your company is the service provider that will take care of their needs now and in the future. 

VectorFirm, Orlando, Fla., has been serving the systems integration community with sales training, coaching and sales management consulting, and Chris Peterson, founder and president, focuses on positioning companies as trusted authorities and experts. 

“Even with the same products and price, there are many ways companies can differentiate themselves from the competition and a sales person who gets an audience in person or virtually will win the business if everything is equal,” Peterson said.

“Systems integrators need to be subject matter experts—someone who has the expertise and knowledge to help the customer. So instead of just leaving a business card, drop off a relevant article that they may find interesting. Instead of a follow­-up email thanking them for their time, send them a case study or other information they will find of value. Little by little, this will position you as the expert they want to do business with,” he said.

More options for migration

Peterson said systems integrators need to be seen as a better resource than the internet, and that comes from getting to know the specific business and market, so the internet can’t compete. 

“One thing most salespeople focus on is what customers say they need, and they provide them that. If they don’t need it, they won’t talk to the systems integrator about it. Don’t focus on what they need. Focus on their business and how they have an opportunity to have a better situation or an easier pathway to security. For example, talk to them about the cloud and cloud services and how they would benefit with remote management and control by putting access control or video in the cloud,” Peterson said.

Instead of simply managing accounts, be proactive, he said. “Great salespeople are proactive; average ones are reactive. Cold calling will bring you to the next level if you do it right. Be the thought leader. Bring unsolicited ideas to customers and prospects, rather than waiting to hear from them. Let them know you continue to think about them so they know you have their back. Offer them educational information or a case study once a week or once a quarter.”

Exceptional customer service is the foundation of success that drives business growth, according to Nextiva, Scottsdale, Ariz., advising companies to understand customers beyond surface-level demographics. 

According to an article by Ken McMahon, chief customer officer for Nextiva, “Dive into their motivations, pain points and preferences. Segment your customer base based on their needs and behaviors. Are they first-time buyers or loyal customers? What channels do they prefer for communication? What are their most common questions or issues?” 

When executed properly, McMahon says 91% of customers will return when their needs are met and exceeded.

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