What you need to know - Electronic Security Association

nation
2013 Volume 3
www.ESAweb.org
security
formerly Newsline
SCHOOL
SECURITY
What you need to know
about ESA’s Electronic Security Guidelines for Schools
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contents
editorials
Message: ESA’s National
4 President’s
Resources Can Help with Issues That
Go Beyond Local Solutions
Perspective: Countless
6 Executive
Opportunities to Become Involved
in ESA
government
relations
24
School Security Grows as a
Priority at State, Local and
Federal Levels
insurance
solutions
Specialization Makes SARRG a
12 Industry
Natural Choice for Security Companies
Makes All the Difference
54 Experience
for Your Company’s Insurance
association
news
Dog Foundation Receives
8 Warrior
Sizable Donation from ESA Gives Back
Summit Provides
8 Leadership
Business Intelligence for
Growing Companies
10
Your Community Profile by
34 Raise
Becoming Visible and Involved
43 ESA Chapter News
ESA: Standards & Fire/Life Safety
44 Inside
Committee, Education Committee
ESA Leadership Summit
2014 Schedule
Security Nation is published four (4) times per year
(Feb., June, Aug., Oct.) by the Electronic Security
Association (ESA), 6333 N. State Highway 161,
Suite 350, Irving, Texas, 75038. Approval to
mail at periodical prices is pending at Irving,
TX and at additional mailing offices. Annual
subscription price: $20.00 (included in
membership dues). For others, $20.00
a year. POSTMASTER: Send address
corrections to the Electronic Security
Association, 6333 N. State Highway
161, Suite 350, Irving, Texas, 75038.
spotlight on:
8
features
Technology Helps You
14 New
Maximize Your Business Valuation
Security Companies Ask
20 These
“The Ultimate Question” Every
Day – Do You?
ESA Leadership Summit:
Sharing Business
Intelligence for
Growing Companies
Start the new year right with a trip to
Orlando for intensive learning, peer
networking and vendor contact.
ESA’s
26 Understanding
“Electronic Security
Guidelines for Schools”
Chapter Leads by
27 Wisconsin
Example with Guideline Rollout
28
R
mit
2014 Leadership Sum
AD .
LI N K . LE AR N . LE
Panel of Experts Provides
Valuable Experience for
Creation of Guidelines
Technologies Inc. Hosts “Secure
30 Safety
Our Children” Community Event
Ways to Make Your
36 Three
Company Likable on Facebook
Ways to Generate Referrals
40 Unexpected
Through Positive Customer Service
14
Maximize the Value of
Your Business
Use technology to position your
company as an attractive target
for potential buyers.
professional
development
NTS Training Caters
38 Online
to Students’ Personal and
Professional Needs
26
ESA Takes a Leadership
Role in School Safety
membership
Take an in-depth look into the
association’s “Electronic Security
Guidelines for Schools.”
46 New Associate Members
48 Associate Member List
52 Welcome New Members
Thank you to our advertisers who make Security Nation possible. Advertise in Security
Nation - member and non-member rates are available. Visit www.ESAweb.org and click
on ESA Media Kit under the Resources tab.
Acadian Monitoring Services
ADI
Altronix
Axis Communications
DMP
DWG
Emergency24
ESA Media Partners
ESA’s National Training School
ESPs
Honeywell
Interlogix
25
17
15
11, 37
42, 43
41
55
53
51
47
5, 31
2, 29
Leadership Summit
23
Member Savings Program
49
RMR Factory
32, 53
Save the Dates
56
Security America RRG 13
Security Equity Partners
19
SentryNet39
SIRC
45
Telguard
7, 35
Tri-Ed
9, 33
P r e s i d e n t ’ s M e s s a g e : E S A’ s N a t i o n a l
Re s o u r ce s Ca n H e l p w i t h I s s u e s T h a t
Go Beyond Local Solutions
By John Knox
As ESA president, I’m finding
that my biggest challenge is knowing
when to step in and when to stay out.
Being the owner of a local company
that doesn’t cross state borders, I
have always been compelled to
start at the local level.
I can recall an instance more than
10 years ago in Nashville at a
long-range planning meeting for
the national association. This was
before I was heavily involved in
the national association’s business;
I was invited mostly because I
was local, and could give a small
company’s point of view. I did a
lot of listening and seldom spoke,
but I remember one comment I felt
qualified to make.
Someone who was on staff at
the time was complaining that
he was constantly struggling with
members calling for immediate
attention to problems that were
getting out of control. As a small
business owner, I thought it was
necessary for him to understand
the mindset we operate in.
I explained that we like to solve our
problems on a local level without
asking for state or national help. If I
fail to solve the problem locally, then
I will reach out to my state chapter.
After working at a state level, if I’m
still not solving my problem, I’ll look
to the national association.
I told the young man “now you know
how God feels every day,” and to get
over it and do his job. Of course, I
would never imply that ESA has all
the answers, or has any comparison
to God. But I wanted to make the
point that in my life, I like to fix
problems myself. At some point
when I have totally failed beyond
repair, I’ll turn to God for help.
At ESA, our policy is clear: We have
members in all 50 states, and we
respect the fact that some states
and regions operate in different
ways. But we will not get involved
in state legislation without being
asked in writing by a Chartered
Chapter president.
In my opinion, our Chartered
Chapters are often our greatest
assets as an association, but they
can also present our greatest
challenges. Some of our chapters
run like well-oiled machines.
Among those chapters, I always see
one common factor: great volunteer
leadership that involves a variety
of different companies, backed up
with a strong executive director.
Speaking of volunteers, this issue
of Security Nation recognizes the
leaders and members of both the
Education and Standards and Fire/
Life Safety committees, who all
spend countless hours working to
better our industry. I would like to
personally take this opportunity to
thank committee chairs LJ Lynes
and Rick Simpson for their many
years of service.
On a final note, I would like to
congratulate Marshall Marinace on
being selected as ESA’s presidentelect, whose two-year term will
begin next year during ESX 2014. I
have served alongside Marshall for
many years, and I can assure you he
is committed in doing what is right
for our industry.
Other chapters face a wide range of
obstacles. For those chapters, we
need to find ways to get involved
and assist them in any way possible.
The problem is that we have a “one
size fits all” model that allows us to
engage only when asked.
So if you’re a member of a strong
chapter, you should constantly thank
your volunteer leaders and executive
director for their leadership, and at
some point consider volunteering
your time as well.
But if you’re a member whose
chapter could use some guidance
and assistance, we want to assist
in any way possible. I invite you
to contact me by e-mail at
jknox@alarmcontractor.com. Help
us recognize when to step in and
become involved.
John Knox
President &
Chairman of the Board
jknox@alarmcontractor.org
Page 4
www.ESAweb.org
2013 Vol. 3
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E x e c u t i v e P e r s p e c t i v e : S h o r t - Te r m
C o m m i t m e n t , L o n g - Te r m R e s u l t s
By Merlin Guilbeau
We get it. Even though there are
countless opportunities to get involved
with ESA, not everyone can spend a year
or two as a volunteer leader.
But there are other ways to serve. For
example, when we asked for volunteers to
help us write the newly released school
security guidelines, we got responses from
school security professionals from across
the country.
These volunteers met one time faceto-face at ESA headquarters in Irving,
Texas. The rest of the time they met via
conference call. With a shared vision,
an agreement on the mission and a
commonality of core values, the task force
went to work. The result is the highly
acclaimed “Electronic Security Guidelines
for Schools: An Aid for School Considering
Procurement of an Electronic Security
System.” Today, the guidelines are being
introduced to school districts throughout
the country by members of ESA.
have been endorsed by Newtown, Conn.,
Police Chief Michael Kehoe, and are easy
to understand and very adaptable to any
school district. I hope you will share them
with school administrators and principals
in your school districts.
These guidelines are an example of how
volunteers can have a lasting, long-term
impact through a short-term commitment.
Commitment isn’t as popular as instant
success – but in this case, members of the
school security task force got both: they
committed to the project for about two
months, and now have a body of work of
which they can be extremely proud.
And I hope you will consider ways to get
involved with ESA. There are plenty of
opportunities to serve and not all include
a long-term commitment. Sometimes, you
can serve just by answering a survey we
send out. Whatever you do, we appreciate
your support and hope you will let us
know how we can help you as you work
to grow your business.
You can read an overview of the
guidelines starting on page 26. They
(Top row – left to right) Ray Rodríguez, Senior Security Consultant, Stanley Convergent Security
Solutions, Houston, TX; Harry Gordee, CAT, Electronic Security, Tru-Lock & Security, Eau Claire, WI;
Matt Lee, Account Executive, Convergint Technologies, Carrolton, TX; Lloyd Young, Security Division
Manager, API Systems Group, Inc., Tyler, TX; Steve Kaufer, CPP, President, Inter/Action Associates,
Inc., Palm Springs, CA; Tom Hamilton, Designer, Security Electronics Inc., Lowell, OH; Tony Marquis,
CEO, Homeland Safety Systems Inc., Shreveport, LA; (Bottom row – left to right) Mike Chapman,
Electro-Mechanical Specialist, ASSA ABLOY / Architectural Security Group, Garland, TX; Doug
Gambrell, Sales & Project Management, Safety-Technologies, Inc., Middleburg Heights, OH; Virginia
Williams, Facilitator and Editor, Washington DC; Dorian Kruse, Engineered Systems Specialist, Capital
Fire & Security, Inc., Madison, WI; Scott Cheatham, Account Executive, ConTech CTI, Lubbock, TX;
(In attendance, but not in picture) Merlin Guilbeau, CEO, Electronic Security Association, Irving,
TX; Douglas Titus, CFM, Business Development Manager - Education, ASSA ABLOY / Door Security
Solutions, New Haven, CT; (Not in attendance) Richard Faught, Account Executive, Convergint
Technologies, Oklahoma City, OK; Miles Fawcett, President, Urban Alarm, Washington, DC; Patrick Fiel,
Security Consultant, Wallace, NC; Ron Lander, CPP, CMAS, PSM, Owner, Ultrasafe Security Specialists,
Los Angeles, CA; Mike Simon, President, Stand Guard, Inc. / Connected Technologies, LLC, Crystal Lake,
IL; David Koenig, CPP, Partner, Capital Lock / Capital Fire & Security, Inc., Madison, WI.
Page 6
www.ESAweb.org
Merlin Guilbeau, IOM
Executive Director & CEO
Merlin.Guilbeau@ESAweb.org
972.807.6810
2013 Vol. 3
Leadership Summit Returns to Orlando, with Focus on
Sharing Business Intelligence for Growing Companies
The seventh annual ESA Leadership Summit will head back to Orlando, Fla. and be held January 19-23, 2014. With a sharp focus
on sharing business intelligence with companies interested in fueling organizational growth, the Summit will distinguish itself by
providing content that attendees can’t get at any other event in the security industry.
Link. Learn. Lead.
Attendees will link up throughout the event at various social functions, professional group meetings and educational seminars,
networking with more than 300 colleagues and vendors to share best practices and create relationships with one another. They
will also learn from expert speakers and panelists from outside of the security industry during the general session presentations
and seminars, each of which will feature actionable takeaways to better lead their businesses to new heights in 2014.
ESA’s professional groups — the Young Security Professionals (YSP), the Sales & Marketing Professionals (SMP), the Installation
& Service Professionals (ISP), and the Executive Management Professionals (EMP) together with the Integration Leaders Group
(ILG)— will be at the heart of the Summit with educational content geared toward the needs of each group and featuring a
poolside gathering for best practice-sharing. This all adds up to an event that delivers a powerful learning experience and
the opportunity to create invaluable peer relationships. You do not want to miss the ESA Leadership Summit.
Who should attend? All security industry professionals from across the nation are welcome, including:
• Security business owners/senior managers from ESA member and non-member companies
• ESA—YSPs, SMPs, ISPs, EMPs & ILGs
• ESA volunteers
• ESA committee members
R
• ESA Chartered Chapter leaders
2014 Leadership Summit
To learn more and to register for the 2014 ESA Leadership Summit please visit: www.ESA-Summit.com today!
LINK . LEARN. LEAD.
E S A G i v e s B a c k t o Wa r r i o r D o g F o u n d a t i o n
with a Sizable Donation
ESA concluded an intensive
autographed copy of Ritland’s book,
“Trident K9 Warriors” for a donation of $50
or more. As an added touch, each copy of
the book got a stamp of approval with a
two-month fundraising effort by ESA
Gives Back, the association’s charitable
and philanthropic program, when staff
members delivered a check for $13,617
to the Warrior Dog Foundation at its
headquarters in Cooper, Texas.
bite mark from Rico, a K9 warrior dog who
attended ESX with Ritland.
For more information, go to
www.warriordogfoundation.org.
ESA Executive Director Merlin Guilbeau
and Vice President of Sales and Marketing
Shannon Murphy presented the check
on July 29 to Mike Ritland, former Navy
SEAL and founder of the Warrior Dog
Foundation. The organization is dedicated
to serving the special operations
community, families, and Special
Operation Forces (SOF) military dogs.
The majority of donations were made
in June during the Electronic Security
Expo (ESX) in Nashville, when attendees
received a commemorative dog tag for
a donation of $20, or a personalized
Page 8
ESA Vice President of Sales and Marketing Shannon Murphy (left) and ESA Executive Director
Merlin Guilbeau (right) present a check to Mike Ritland of the Warrior Dog Foundation.
www.ESAweb.org
2013 Vol. 3
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Page 9
Sharing
R
business
intelligence
2014 Leadership Summit
LINK . LEARN. LEAD.
for growing
companies
The 2014 ESA Leadership Summit will be taking place January 19-23 at the Rosen Centre Hotel in
sunny Orlando, Fla. Below you will find schedule highlights with some exciting additions!
Sunday, January 19
2:00 p.m. - 5:00 p.m.
Registration Open
3:00 p.m. - 6:00 p.m.
Executive Committee Meeting (closed meeting)
3:00 p.m. - 6:00 p.m.
Chartered Chapter Meeting
Monday, January 20
7:00 a.m. - 5:00 p.m.
Registration Open
7:30 a.m. - 8:30 a.m.
Continental Breakfast
8:30 a.m. - Noon
Board of Directors Meeting
12:15 p.m. - 2:15 p.m.
Luncheon General Session sponsored by SARRG
2:15 p.m. - 3:45 p.m.
Education, Membership, Government Relations, Standards Fire/Life Safety,
Young Security Professionals (YSP) Council Meeting
4:00 p.m. - 5:00 p.m.
Sales and Marketing Professionals (SMP), Installation and Service Professionals (ISP),
Executive Management Professionals (EMP), National Company Meetings
6:30 p.m. - 8:30 p.m.
Silver Reception w/Showcase
Tuesday, January 21
7:30 a.m. - 5:00 p.m.
Registration Open
8:00 a.m. - 10:00 a.m.
Breakfast General Session (sponsored by Altronix) & Showcase
10:00 a.m. - 12:10 p.m. Seminars for Paid Conferees
12:15 p.m. - 2:15 p.m.
Luncheon General Session (sponsored by Interlogix) & Showcase
2:30 p.m. - 3:45 p.m.
Seminars for Paid Conferees
4:00 p.m. - 6:30 p.m.
Optional Scavenger Hunt
6:30 p.m.
Diamond Event sponsored by Interlogix (Details TBA)
Wednesday, January 22
8:00 a.m. - 5:00 p.m.
Registration Open
8:30 a.m. - 10:30 a.m.
Breakfast General Session (sponsored by Telguard) & Showcase
10:45 a.m. - 11:45 a.m. Seminars for Paid Conferees (sponsored by Axis, Tri-Ed, and Telguard)
Noon - 2:00 p.m.
ESA-FL Luncheon & Annual Meeting sponsored by Honeywell & Showcase
2:15 p.m. - 3:15 p.m.
Seminars for Paid Conferees sponsored by Honeywell
3:30 p.m. - 5:00 p.m.
YSP, SMP, ISP, EMP/Integration Leaders Group, Cabanas by the Pool
3:30 p.m. - 4:30 p.m.
ESA-FL Board of Directors Meeting
5:00 p.m. - 7:00 p.m.
Reception by the Pool
Thursday, January 23
8:30 a.m. - 2:30 p.m.
ESA-FL Youth Scholarship Golf Tournament
11:30 a.m. - 1:30 p.m.
Spouse Lunch & Bingo Bash at Shingle Creek
Page 10
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2013 Vol. 3
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Industry Specialization Makes
SARRG a Natural Choice for
Security Companies
By Michael J. Keegan
My washing machine recently
started to make a very loud noise
when it advanced into the spin cycle.
As the noise persisted over the course
of several days, I stared at the machine
willing the sound to stop and hoping I
could get another 10 years out of the
machine. As hard as I stared, the noise
persisted and I needed a repairman to
diagnose the problem.
I called John Johnson, who owns JH
Appliance and specializes in appliance
repairs. He has been in the repair
business a long time and knows his
stuff. I could have called any number of
companies, but I know that John knows
washing machines.
Why call someone who specializes in
what I am looking for? On the surface,
that sounds like a dumb question.
Of course I would call a professional
who specializes in what I need. Would
it make sense to call a repairman
who focuses on lawnmowers but
owns a washing machine, or call a
car mechanic who fixes a washing
machine once every few years?
Yet, as I talk to alarm company owners
about companies they use for their
general liability insurance, I hear
names like The Hartford, Scottsdale,
West Bend, and First Mercury. Should
you put your company’s liability
insurance policy with a property and
casualty specialist, or a group focused
on life insurance? That would make
sense only if you think I should call a
hair stylist to fix my washing machine!
What makes the most sense? To do
business with an insurance company
that specializes in your industry – an
insurance company that speaks your
language, understands the importance
of contracts and knows how a system
detects fire, floods, burglaries, and
freezing pipes. That company is
Security America Risk Retention Group.
Security America recently sponsored
the keynote luncheon at the Electronic
Security Expo (ESX) in Nashville. Our
sponsorship is an example of how
SARRG gives back to our industry and
supports what is important to you.
(I didn’t see West Bend making your
conference more affordable!)
When your insurance comes up for
renewal, take a moment to contact
Security America for a quote. You will
receive the finest coverage available at
a price that may save you thousands of
dollars.
he would not get to charge me $350
for the repair.
That is what a professional does: put
the customer first. Take care of the
customer, and everything else takes
care of itself.
Security America may not fix
washing machines, but if you want
to protect your business with the
most comprehensive and affordable
insurance coverage, call the
professionals at Security America Risk
Retention Group at (866) 315-3838,
or contact us via e-mail at
info@securityamericarrg.com.
When John arrived at my house to
look at the washing machine, he
evaluated the cause of the noise
and recommended that I buy a new
machine. His recommendation meant
Michael J. Keegan
President
Security America RRG
President@SecurityAmericaRRG.com
307.413.5844
Page 12
www.ESAweb.org
2013 Vol. 3
Be Smart.
Be Strategic.
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N e w Te c h n o l o g y G i v e s Yo u
M o r e B a n g f o r Yo u r B u c k i n
B u s i n e s s Va l u a t i o n
By Wendy Carlisle
In the past 10 years, advances in
technology have led to innovations
that impact every aspect of our lives.
Now more than ever, we rely on the
Internet for almost everything we
do -- from watching TV and reading
books, to social interactions, to keeping
abreast of around-the-clock news.
This dependence on the Internet
became even more solidified in
2007 when the first iPhone went
on sale. Apps for the iPhone and its
competitors have forever changed
the way we interact with one another.
They control every aspect of our lives,
allowing us to find just about any
source of entertainment, and conduct
any life-management-task, on-the-go
using our smart-phones.
technology to your customers. And
when the time comes for you to sell
your business, or merge with another
business, how tech-savvy your business
is – or not – could affect its value.
This could mean more money in your
pocket – or less.
But what is value? And what can you
do to position your company to get
the best value if you decide to sell? It’s
as easy as choosing the appropriate
technology for your business,
tailoring your contracts to reflect that
technology and limit your liability, and
implementing a business valuation
technique that nets the most value for
your tech-savvy business.
Now POTS (Plain Old Telephone
Service) lines are disappearing at an
alarming rate as people switch to
Internet phone service or just use their
cellular phones. One large telephone
provider estimates that people are
abandoning POTS lines at a rate of
700,000 each month.
This cellular and Internet revolution
has also changed the way people
interact with, and what they expect
from, their alarm system. Customers
now demand more – from Internet
access and apps that review the
system’s status and openings and
closings, to remotely watching live
video feed from security cameras, to
cloud storage of all security videos and
alarm data, to total home connectivity.
In short, customers want and expect
instant information from, and control
of, an alarm system at their fingertips.
In order to stay competitive as an
alarm company today, you must
stay abreast of, and offer the latest
What is Value?
Value is what a willing buyer and a
willing seller have agreed upon for
a product or service that will enable
its transfer from the seller to the
buyer. While there are fair amounts of
economic policy, accounting, and legal
concepts involved, valuing a business
is really more an art than science
given the many different ways that
can be used to arrive at a value, and
the many factors that go into value. In
the end, it’s a process of negotiation
between the seller and the buyer,
and it’s important to find a valuation
method that the seller and the buyer
both accept.
What Can You Do To Ensure You
Get the Most Value for Your
Business?
First, adopt the right technology. Does
anyone remember back in the 1970s
when both Beta and VHS formats
were offered for video recording? For
a time, it looked an awful lot like Beta
would come out as the market leader.
But, in the end, VHS won the day, and
early adopters of Beta were left with
worthless technology.
The moral of this story: Be an early
adopter, but not too early. Your
business should be cutting edge,
but not to its detriment. So do your
research and a bit of waiting to see
who offers the best, sustainable
technology for your business. Look
for market leaders with established
products, a strong customer base, great
customer service, and training and
support for the technology.
Adopting the right technology also
means knowing what your customers
want. For example, if your business
is in Personal Emergency Response
Systems (PERS), your target market
is probably mostly people in their
70s and 80s. By and large, this
demographic has not adopted
smartphones or whole-house
connectivity. So for this market,
investing in the latest Internet
and remote connectivity may not
be necessary.
On the other hand, if it’s adult
children buying PERS to monitor
their aging parents, they may want
this technology. It all comes down
to paying attention to who your
customers are, asking how they want
to use your service, and then adopting
proven technology that will help you
to meet your customer’s needs.
Cont. on p. 16
Page 14
www.ESAweb.org
2013 Vol. 3
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Cont. from p. 14
N e w Te c h n o l o g y G i v e s Yo u
M o r e B a n g f o r Yo u r B u c k i n
B u s i n e s s Va l u a t i o n
The Importance of Contracts
Anyone interested in buying or
merging with your business also will
need to know that you have the right
contracts in place to shield you from
liability in the event of litigation. This
means getting all of your customers
under contract. I am astonished to hear
that some alarm companies are still
not doing this.
You need a contract with your
customers, tailored to your business,
which complies with your state’s
laws and limits your liability and
recoverable damages if you are
sued, as well as waiving any right of
subrogation.
The contract should also be tailored to
the technology you are using, passing
through the costs of the technology
to your customer as appropriate, and
specifically addressing liabilities that
could arise from it (for example, cloudbased services being compromised or
data being irretrievable).
Having up-to-date contracts will
increase the value of your business
because you’ll have an accurate count
of your customers and your revenue
for each contract, and also because the
business’ potential liability won’t be a
big red flag for a potential buyer.
Finally, when it comes time to sell your
business, you will want to value it in
such a way that takes into account the
technology you have adopted; how
it has increased your customer base
and revenue; how it has increased
intangibles such as goodwill; and
how it has decreased your customer
attrition.
What is the Best Valuation
Method for Your Business?
There are many different valuation
methods available that are arguably
appropriate to value an alarm business.
Here are two widely used approaches:
Asset Valuation: In this approach, a
dollar value is placed on all of the
assets on a company’s balance sheet,
and then added up. This includes all
of the physical assets (including office
furniture, computers and inventory)
and any intellectual property, such
as copyrights, trademarks, and
patents. The value of the owners and
employees should also be included.
Finally – and this is a biggie for an
alarm business – add up the value of
each customer’s contract, particularly
the recurring revenues, even those
still in negotiation. You can assign
probabilities to sales efforts.
The Market Approach: This method
estimates a company’s earning
potential based on market demand,
starting by estimating the size and
growth of your actual and potential
market. The bigger the market, and
the higher the growth projections, the
more value your business may bring.
Next, assess the competition – the
more competition you have, the lower
your valuation will be. But if your
company can show it has an edge over
its challengers (based on factors such
as contracts with customers, location,
first-in business, name recognition,
and so on), this can edge the valuation
higher.
Perhaps the best indicator of value
under either of these approaches, of
particular assets or market demand, is
to look at similar companies that have
sold. Every company is different, but
this will give you a good comparison
for your business.
What Role Does Technology Play?
Your adoption of new technology
can be factored into either of these
valuation approaches as an asset or as
a factor in market demand.
Remember, this is more of an art than
science. What is most important to how
you arrive at the value is your ability to
defend – when you are negotiating the
price of your business with a potential
buyer – how you’ve come up with the
price you are asking for. If you can
defend your methodology with logic, as
well as records that support that logic,
you are more likely to gain the buyer’s
acceptance of your value.
Thus, at a minimum, you (along
with your attorney/business broker/
accountant) should back up the data
in your calculations with detailed
Cont. on p. 18
Page 16
www.ESAweb.org
2013 Vol. 3
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N e w Te c h n o l o g y G i v e s Yo u
M o r e B a n g f o r Yo u r B u c k i n
B u s i n e s s Va l u a t i o n
records of not only your current assets
and liabilities, but also past data about
how your business has grown, and
projections for future growth based on
that data.
To make the most of the technology
you have adopted, show how your
technology offerings have affected
your business. Keep records of
how many customers are using the
technology you offer.
Also document how your business
changes when you roll out new
technology. Can you attribute any gain
to the technology, either through new
customers, more revenue from your
existing customers, or less attrition?
For example, once you started to offer
an app for remotely controlling an
alarm system, did you see an uptick in
new customers? How many existing
customers signed on? How much more
were you able to charge per month for
this service?
Advanced Technology Benefits
Goodwill
Also, don’t forget about your
goodwill—intangibles that can greatly
affect the value of your business, such
as your reputation in the community,
your stellar employees, your brand
recognition, the broad territory you
serve, or other factors.
Your adoption of new technology can
make a big impact on goodwill. If
you are the only company offering a
particular service, or can argue you
are the most skilled at using it, were
the first to use it, or you’ve gained a
reputation for generally being savvy
with the latest technology, that is
worth something. It should be included
in the valuation.
so eager for more distractions. But I am
excited about the potential to use new
technology for business advancement,
particularly in the security and fire
alarm industries.
For the good of your business—and its
future value—I hope you are too. And
I hope you take full advantage of your
tech-savvy business acumen when it
comes time to sell.
I can’t wait to see what the next 10
years has to offer in technological
advances. I can usually be found glued
to my iPhone, so perhaps I shouldn’t be
Wendy Carlisle
© 2013 Wendy Carlisle is an attorney who
represents alarm companies as part of the
Minneapolis-based firm of Leonard, Street
and Deinard. She can be reached at
Wendy.Carlisle@leonard.com, or through
her blog at www.alarmlaws.com.
Page 18
www.ESAweb.org
2013 Vol. 3
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These Security Companies Ask
“The Ultimate Question” Every
D a y – D o Yo u ?
By Kristen Simmons
I’m not typically one to suggest
that you copy what your competitors
are doing. But if there’s an innovation
that’s getting some traction – and it’s
a tool that they swear by – I’d certainly
want you to be in the loop. One such
innovation is a customer feedback
process called NPS, which stands for
Net Promoter System (or Net Promoter
Score®). Whether you’ve never heard
of it or you already use it (or you’re
somewhere in between), you’ll be
interested to hear what executives from
four top security companies have to say
about how it’s helped their businesses.
For this column, I interviewed John
Cerasuolo, president and CEO at ADS
Security (Nashville, Tenn.); Steve Dixon,
vice president of customer experience
and operations at Vivint (Provo, Utah);
Amy Kothari, president and CEO at Alarm
Capital Alliance (Philadelphia, Pa.); and
Brandon Savage, senior vice president of
customer experience at Devcon Security
(Hollywood, Fla). As NPS users, they
join the ranks of companies like Apple,
Zappos, Home Depot, Charles Schwab,
GE and JetBlue, all of whom credit the
process for bolstering their success. But
first, let’s understand what NPS is and
how it works.
How it Works
The Net Promoter System is a simple
customer feedback tool – a survey
technique consisting of just two
questions – that enables you to better
understand how your customers feel
about you. Armed with feedback you
receive, you’ll learn what you can do to
improve your customer experience and
drive loyalty, referrals and growth.
Using this system, the central question
to ask your customers is: “How likely
are you to recommend our company to
a friend or colleague?”
NPS respondents rate the company on
a 0-10 scale, with 10 being extremely
likely to recommend. From these
responses, you can segment customers
into meaningfully distinct groups
based on the rating they provide:
Those scoring a 9 or 10 are Promoters,
7 or 8 are Passives, and 6 or below
are Detractors. Next, you can tally the
data and compute your company’s NPS
“score.” (See the accompanying sidebar
for definitions of respondent types and
how to calculate your NPS score.)
Net Promoter Score: What the Numbers Mean
Customers answer the question, “How likely are you to recommend our company to a friend or
colleague?” by giving the company a rating between 0 to 10, with 0 being not at all likely to
recommend and 10 being extremely likely to recommend.
Customers who respond with a 9 or 10 rating are called Promoters, since they are the ones saying
positive things about you and promoting your business to friends and family or through social
media. Promoters help grow your business organically; they are responsible for the referral business
you get.
Those answering with a 7 or 8 are called Passives. Studies show that these respondents are just as
likely to say something negative about your company as something positive.
Finally, Detractors are those responding with a rating of 0 to 6. They are upset with their experience
with you. Not only are Detractors more likely than others to leave, but they spread ill will.
From this data, you can compute your company’s NPS “score,” equal to the percentage of Promoters
minus the percentage of Detractors. For example, if 60 percent of responders are Promoters, 30
percent are Passives and 10 percent are Detractors, your NPS score is 60 – 10 = 50.
A company’s score can range from -100 to +100. A score of 50 is considered excellent; a top U.S.
performer is online retailer Amazon.com, with a score of 79. While you can compare this score with
that of other companies, its greatest value is in measuring your company’s progress over time.
Page 20
www.ESAweb.org
2013 Vol. 3
Following that question, customers
are prompted to answer this important
follow-up question: “What is the
primary reason(s) for your rating?”
Here’s where respondents reveal
the positives and negatives behind
their rating. This critical feedback
tells you what you should do more
of and what you should do less of –
which problems to fix and which best
practices to spread. This is where you
get the insight that drives critical
improvements to your business.
Such improvements can greatly reduce
the risk of attrition and support
profitable growth.
it’s important that NPS is not viewed
strictly as a survey tool.
“This is not one of those things that
you do without follow-up,” Kothari
explains. “It’s opening up Pandora’s
Box, and you’re going to have to
respond to customers.” At Alarm Capital
Alliance, she has specific managers
assigned to handle issues that arise
through NPS surveys.
Vivint has an action team of 10 who
follow-up on all types of issues,
whether they surface through the NPS
survey or other channels.
Be Prepared to Respond!
At Devcon, Savage agrees with the
urgency: “Any company that is planning
on implementing NPS needs to have
in place an immediate action team
to take care of your Detractors. The
quicker and faster you can respond to
the individual concerns, the more value
you’ll create and receive.”
ADS Security uses an email
communication that instantly
sends the completed survey to that
customer’s salesperson and technician,
the branch general manager and
operations manager, as well as key
corporate executives. Cerasuolo told
of a customer who wrote in his survey
response that he wanted his billing
handled differently, and the problem
was resolved within 20 minutes of
survey completion.
While the survey generates a lot of
insight from the open-ended question,
“We impressed that customer in a way
that would have been tough to do if
To address this bias, some companies
conduct random surveys with
customers regardless of their recent
interactions or length of service, to
get a feel for the overall sentiment
from their customers. And all of
these executives are actively plotting
additional points of customer
interaction where they plan to add
feedback loops to their NPS process.
Your Customer Experience
Will Improve
Beyond the immediacy of addressing
individual customer concerns, NPS
feedback uncovers opportunities to
improve the customer experience by
preventing system-wide breakdowns
or streamlining processes for the
customer.
Dixon says that Vivint pays close
attention to the answers to the
open-ended (follow-up) question:
“We categorize the responses, and
create a series of actions to drive
improvements based on the frequency
of mentions.”
When to Use NPS
A customer’s experience with
your company is made up of many
interactions at many different points
of contact, each of which is an
opportunity for valuable feedback.
Although the NPS users interviewed
have chosen different times to
survey their customers, each of the
following occasions is pursued by at
least one of their companies: after
field service visits, after monitoring
center interactions, after dispatch
events, after calls into customer
service, 90 days after installation, and
one year after installation. The most
common occasion – where surveys are
administered by three out of four of
the NPS users I interviewed – is after
the initial system installation. These
executives agree that this interaction
generates the highest NPS scores they
receive.
there hadn’t been an issue,” Cerasuolo
said. He strongly advises, “Don’t be
afraid to share survey results broadly.
Get this information into the right
hands so that you can take immediate
action.”
Savage provided an example of an
issue discovered at Devcon. “Our NPS
score dropped 25 points in a single
week,” he said, “and we learned the
reason was a service backlog that was
starting to really frustrate customers.
We immediately allocated more funds
to get resources out to those particular
branches, sending the number back up.”
“Without NPS, I don’t think we would
have applied the solution with as
much urgency. It could have been three
to four more weeks before we had
completely fixed the backlog,” Savage
continued. For Devcon, NPS brought
to light what a sensitive issue service
appointment timing is with customers,
prompting them to enhance their
existing reporting to offer a real-time
view of this important metric.
NPS is at its best when it spurs
this type of productive change to a
company’s business process. At ADS,
Cerasuolo says post-installation
feedback inspired a greater emphasis
on tutorials for homeowners. “We
learned the most important thing we
do when we’re at the home is the last
30 minutes when we’re training them.
So we’ve done a lot of small things like
Cont. on p. 22
2013 Vol. 3
www.ESAweb.org
Page 21
Cont. from p. 21
These Security Companies Ask
“The Ultimate Question” Every
D a y – D o Yo u ?
reinforcing this with our technicians,
adding some new tools.”
Tips for Getting Started
Kothari summarized the opportunity
well. “There are all these things that
aren’t bad enough to cause customers
to pick up the phone and call you,
but when you reach out, they have
valuable feedback,” she said. “You learn
so many things you wouldn’t have
known about.”
All four executives interviewed use email as their primary channel for
survey distribution. They like the low cost and immediacy of responses.
Considering Taking the Plunge?
Steve Dixon’s advice is simple: “If you’re going to do NPS, do it right. Do
your homework, and learn it.”
“It wasn’t until we started deploying it through email that it became
easily scalable,” Amy Kothari said. “You can use SurveyMonkey, and
within two weeks you’ll have great feedback. And it’s not expensive.”
SurveyMonkey is a cloud-based survey tool available at
www.surveymonkey.com.
When asked what they’d say to
colleagues considering NPS for the
first time, these advocates had strong
words of encouragement:
•
•
Cerasuolo: “Run, don’t walk!
There is so much to be gained and
nothing to be lost. I guarantee
that anyone who does it will be
surprised by what they hear and
will be able to make significant
strides in a short time.”
Savage: “There’s no better way
for you to measure the pulse of
your customer than NPS. Once
you have this pulse, you can make
decisions quicker, and with greater
impact on the satisfaction of your
customers. Why wouldn’t you want
to hear from them nine months
into a three-year contract [rather
than when they cancel]?”
Two excellent sources about the Net Promoter Score are the website,
www.netpromotersystem.com, and the book, “The Ultimate Question
2.0: How Net Promoter Companies Thrive in a Customer-Driven World,”
by Fred Reichheld and Rob Markey (2011).
•
Dixon: “I would advocate using
NPS because of its simplicity.
There are pollsters who will give
you all kinds of formulas and
computations, but it doesn’t have
to be that complex. You can get
all kinds of useful information
[with NPS] without asking a large
number of questions and making
the survey unwieldy.”
•
Kothari: “As our industry becomes
more and more competitive, with
more and more products and
players, the big differentiator is
increasingly how you take care
of your customers. The only way
to know that is to ask them. And
the simplest way to do that is to
use NPS.”
Whether you decide to use NPS or
other customer feedback measures,
the key is to gather the insight that
drives continual improvement in your
customer experience and business
performance. That will place you in the
enviable position of improving loyalty,
creating passionate advocates, and
driving growth.
Kristen Simmons
Managing Partner
Lightswitch
kristen@lightswitchcx.com
Kristen Simmons is a managing
partner at Lightswitch, a firm
dedicated to helping companies
improve their customer experience and
earn passionate advocates.
Page 22
www.ESAweb.org
2013 Vol. 3
Save the date for the
ESA
Leadership
Summit
January
19-23, 2014
Sharing
business
intelligence
for growing
companies
R
2014 Leadership Summit
LINK . LEARN. LEAD.
To learn more, visit www.ESA-Summit.com.
School Security Grows as a
Priority at State, Local and
Federal Levels
By John Chwat
Everyone is aware of instances of
violence in elementary and secondary
schools, as well as institutions of
higher education – most notably, the
tragedy in December 2012 at Sandy
Hook Elementary School in Newtown,
Conn. Local schools and school
districts are now facing the challenge
of upgrading their security systems
and providing increased protection for
students in their care.
So far this year, legislation has been
considered – and in many cases
signed into law – that would fund the
purchase and installation of security
devices in schools. ESA members and
state chapters have been alerted to
the possibility of legislation in their
states that would allocate funds to
be utilized at the local level for sales
and marketing approaches to school
officials by the industry.
At the recent Electronic Security Expo
(ESX) in Nashville, ESA unveiled a
major framework of school security
guidelines that can be used by
Chartered Chapters and member
companies as a blueprint for working
with school officials in a positive and
Page 24
responsible manner. ESA also has
provided information on how Congress
and state legislatures are funding
these school security efforts.
One example at the state level is a
new law in North Dakota that provides
$3 million in grants to schools for the
purchase, installation and maintenance
of alarms, video cameras, electronic
door locks, emergency call buttons,
intercom systems, key or pass cards,
metal detectors and other security
systems. Each school was allotted
about $10,000 for these purchases.
The state of Washington passed a
law mandating the installation of a
perimeter security system at schools
statewide. Other state legislatures
allocated funds to assist schools in
purchasing security systems, especially
surveillance cameras.
Not to be outdone, several bills have
been introduced in Congress seeking
to provide federal grants to school
districts for security.
Rep. Lois Capps (D-Calif.) introduced
H.R. 1470, the School Safety
Enhancement Act, which provides
for reauthorization of an Omnibus
Crime Control and Safe Street
law that expired in 2009. It would
allocate millions of dollars in federal
grants to schools for purchase and
installation of surveillance equipment,
metal detectors, locks, lighting, and
other deterrent measures. Security
assessments and training are a part of
these grant purposes.
Rep. John Barrow (D-Ga.) introduced
H.R.2583 with similar provisions to
enhance school security, including
emergency notification and response
technology. Both bills are pending in
the House Judiciary Committee.
The Senate recently passed S. 649, the
Safe Communities, Safe Schools Act,
which includes $40 million annually in
school security grants for the next five
years. However, that bill is pending in
the House, and may not pass because
of added provisions relating to gun
control and other issues not related to
school security.
These federal efforts will continue
through the 113th Congress, which
adjourns at the end of 2014.
Regardless of whether funds
originate in the state capital, through
federal grants from Washington,
D.C., or even at city, town or county
levels, ESA members and Chartered
Chapters are urged to become aware
of their existence, and to become
more involved in school security
opportunities. This affects not only
your family, but your neighbors,
colleagues, customers and the entire
community. As trained, knowledgeable
security professionals, ESA members
can influence school district and
individual school decisions in a
number of ways.
www.ESAweb.org
2013 Vol. 3
One example is through PTA activities
at elementary and secondary schools.
ESA members and chapters can urge
PTA members – as well as school
administrators, school boards and
other officials at the local level – to
support responsible and professional
acquisition, installation and
maintenance of security equipment,
as well as implementation of security
procedures if applicable.
resource for school officials and law
enforcement on critical school security
solutions. Some of the leading security
company officials are participating in
this industry group.
In addition, ESA is reaching out to
school professionals on these issues
and utilizing the “Electronic Security
Guidelines for Schools” to assist
Chartered Chapters and member
companies.
Be aware of legislation and funds that
become available for your schools. Be
active in deciding how these funds
are used, and use your qualifications
and expertise to help your schools
protect the students, faculty and
administrators under their care.
On a national level, the ESA is
cooperating with the Security Industry
Association (SIA) in its Safe Schools
Industry Group, working together as a
John Chwat
Director of Government Relations
John@thechwatgroup.com
703.684.7703
SCHOOL
SECURITY
Understanding ESA’s Electronic
Security Guidelines for Schools
Page 26
www.ESAweb.org
2013 Vol. 3
The shootings last December
at Sandy Hook Elementary School in
Newtown, Conn., served as the catalyst for
a national discussion on school security.
Actions are now taking place at local,
state and national levels to address the
question: What more can be done to
ensure the safety of children, teachers and
school personnel?
ESA members are taking a leadership
role. To assist in their efforts, ESA
developed “Electronic Security
Guidelines for Schools,” a document
that was released in June at the
Electronic Security Expo (ESX) in
Nashville. Those guidelines can be
downloaded from ESA’s website at
www.ESAweb.org/schoolguidelines.
The guidelines were created through
active participation from a selected panel
of 18 security industry professionals with
extensive experience in securing schools.
Virginia Williams, a Washington, D.C.based writer and editor, acted as group
facilitator and author of the document,
which was the result of an extensive
development and review process (see
article on page 28).
Williams said the document wasn’t
designed primarily for industry
professionals, but as a reference for
school administrators when working
to assess and determine appropriate
security strategies.
“A number of participants on the panel
were seeing that their customers weren’t
prepared, or had a lot of pre-existing notions
that were wrong,” Williams said. “The
guidelines are designed to create a smarter
customer, and also to make sure that
customers know our members are up on
the latest information in school security.”
Relatively free of industry jargon, the
document outlines a process and best
practices – from a security audit to
development of effective procedures
during a school emergency – in terms that
can be easily understood by anyone who
knows more about schools than security.
So here is an overview of ESA’s “Electronic
Security Guidelines for Schools.”
The guidelines are neither a project
specification nor a manual, and definitely
not a sales pitch. They are meant to
inform and advise decision makers
about their options, and the critical
role electronic security professionals
can play in keeping our schools safe.
2013 Vol. 3
Likewise, this overview isn’t meant to
take the place of reading the document,
but rather to help ESA members
recognize its importance as a vehicle
for educating and informing consumers,
and the value in taking the time to
download and review the guidelines.
No “standard” solution
One of the biggest challenges in
determining an effective strategy for
school security is the fact that schools
are unique – not just in building design
and use requirements, but also in size,
location, demographics, and even the
role a facility plays in the community.
The guidelines emphasize development
of a solution that is customized for the
facility, considering all of those factors.
Echoing remarks made by Newtown,
Conn. Police Chief Michael Kehoe during
his address at ESX, the guidelines accept
the premise that it is not possible to
achieve absolute protection. But a
comprehensive, well-considered approach
can recognize and mitigate potential
dangers and threats.
The guidelines also emphasize safety
of the school’s most important assets –
people – with protection of property and
material taking a secondary role.
Not too late to begin
School officials acknowledge that
summer is the ideal time for security
upgrades or any kind of construction,
since the facility is relatively empty,
and disruption is at a minimum. In most
districts, however, students are (or soon
will be) back in school.
But the guidelines stress that successful
security begins with a site survey
to identify potential threats and
vulnerabilities. This kind of appraisal
can be done most effectively during the
school year, when students and faculty
can be observed and consulted during
normal activities.
Wisconsin Chapter
Leads by Example
with Guideline Rollout
The “Electronic Security Guidelines for
Schools” provide an excellent opportunity
for ESA’s Chartered Chapters to reach out
to everyone involved in school security:
administrators, board members and other
officials, as well as local law enforcement
and industry professionals.
Jean Novy, executive director of the
Wisconsin Electronic Security Association
(WIESA), recognized the opportunity
almost immediately after the guidelines
were released in June at ESX. She began
thinking of ways to get the document into
the hands of as many people as possible.
The result is a WIESA-sponsored
luncheon and workshop scheduled for
Monday, Nov. 18 at Country Springs
Hotel and Conference Center in
Waukesha, just outside of Milwaukee.
The event will be promoted statewide,
Novy said, drawing from a database
accumulated from the chapter’s Youth
Scholarship Program. The chapter has
developed a variety of contacts from
school districts and the law enforcement
community as a result of that program,
and will reach out to all of those
contacts to spur interest in the event.
Novy said a number of details are still
being worked out, such as speakers,
potential sponsorships or costs for the
event. The mayor of Milwaukee will be
invited, as well as the chief of police
and a wide range of school officials.
At this point, she said, the schedule
tentatively calls for lunch from noon
until 1:30, followed by 90-minute
breakout sessions for each of the three
professional groups that are expected to
be in attendance: school administrators,
security industry professionals, and law
enforcement and other first responders.
Each breakout session will consist of
smaller groups of participants that will
discuss sections of ESA’s guidelines that
pertain to their particular responsibilities.
This self-audit doesn’t necessarily
need to involve a professional. In fact,
it will allow school officials to clearly
identify and discuss their needs so
they can ask intelligent questions
while choosing a security contractor,
and continue doing so long after the
relationship begins.
When the breakout sessions wrap up
at 3:15 p.m., Novy said, the group will
reconvene for a recap and questionand-answer session until 4:30 p.m.
Involve the right people
ESA urges school officials to create an
internal security team that will fulfill a
“I’m hoping for a good response from
school districts in particular,” she said.
“My biggest hope is that after the event,
we’ll begin
getp.calls
Cont.toon
23 with any questions
they might have or any assistance they
need in making decisions.”
Cont. on p. 28
Her goal is not only to have a good
turnout, but also to present information
and create a discussion that will stay with
the participants long after they leave.
www.ESAweb.org
Page 27
Cont. from p. 27
number of functional roles, including
risk manager, security manager, facilities
manager, and IT manager. The document
goes into valuable detail regarding the
responsibilities and importance of each
of these roles.
These roles may fall to individuals who
are already in place, and one individual
may be responsible for multiple roles.
Also, traditional roles at the school
may have to be revisited. For example,
an IT manager will play an integral
role both during and after any security
modifications, and the position may
take on added responsibility for access
control or video surveillance systems.
Main Focus: K-12
While many of the guidelines can be
applied to other settings – such as
private schools, hospitals, churches
and daycare centers – their emphasis
is on public schools at the K-12 levels.
In particular, colleges and universities
involve a distinctly different set of needs
and resources that are beyond the scope
of ESA’s guidelines.
Types of threats
Some school emergencies such as Sandy
Hook involve external threats from an
intruder who attacks immediately upon
entering school grounds. However, the
guidelines note that while intrusions
are a concern, student behavior is often
the most likely cause of an emergency,
involving active threats from students
who are already in the school or have
An effective security team must also
successfully interact with external
agencies such as the school board,
community life-safety officials, and first
responders including law enforcement
and fire protection.
regular access. Perhaps the most notable
example is the April 1999 tragedy at
Columbine High School, which involved
two perpetrators who were students with
typical access to the facility.
Given the range of threats, the
guidelines suggest approaching school
security in terms of layers:
• An outer perimeter, including the
parking lot, athletic fields or
external buildings.
• A building perimeter, including
primary and secondary entry points
into the building.
• Interior spaces, such as classrooms,
offices, hallways and stairwells,
as well as larger areas such as an
auditorium or cafeteria.
Cont. on p. 30
Intense Focus by Panel of Experts
Provides Valuable Resource for School
Officials and Security Professionals
table of contents, glossary, additional
resources, and the roster of participants.
When Virginia Williams began working as
facilitator on ESA’s “Electronic Security
Guidelines for Schools,” talking with
industry professionals who would serve as
Subject Matter Experts, one thing quickly
became evident.
“They were all focused on the same goal,”
she recalled. “I noticed up front, even in the
initial interviews, that they were all saying
basically the same things. It was really
refreshing to get a group of participants
who were going in the same direction.”
The project began on April 23 with a
call for experts and a goal to distribute
the guidelines at ESX the week of June
17. That meant less than two months
to identify and interview participants,
research existing information, collect and
discuss information from panel members,
write and review numerous drafts, and
gain approval at multiple levels.
The result is a thorough, well-organized,
and easy-to-understand document. The
core of the guidelines is 18 pages of
tightly focused material with specific
recommendations for schools. The
remainder is devoted to the extras:
Page 28
Williams is modest about her role in
the endeavor, crediting the 18 industry
professionals who served on the panel
of experts. “Their credentials were
awesome,” she said, “and their collective
wisdom is the most impressive part of the
whole document.”
Once the project kicked off with the call
for experts, it quickly gained momentum:
• Once the panel members were on
board, the process accelerated with
four conference calls, and an allday workshop at ESA’s headquarters
in Irving, Texas. Through feedback
and discussion, Williams said, the
document steadily evolved from an
outline to a fully detailed draft.
Now, she said, it’s time for ESA members
to use the guidelines.
• Williams interviewed all volunteers
for the panel, consulting with ESA
Executive Director Merlin Guilbeau
and ESA Vice President and panel
advisor David Koenig. Those interviews
created a foundation, Williams said, as
patterns and ideas began to emerge.
“For most dealers, it won’t take long
to download the document and look
it over,” she said. “More importantly
though, get it into the hands of your
customers, or potential customers. It
has a lot of good information for school
officials, it’s not over their heads, and
they will appreciate it.
• Williams also researched existing
literature on the subject, although
there wasn’t much. “There was nothing
I could find that really focused on this
niche in the market, and nothing in the
overall guidance on school security that
addressed electronic systems,” she said.
“If you’re already involved in school
security, it will help you build your
business. And if you’re just thinking
about getting into this market, it’s a
smart way to get up to speed.”
Cont. on p. 23
www.ESAweb.org
2013 Vol. 3
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Cont. from p. 28
Each layer requires a different approach in
terms of protection and technology, and
those considerations should be weighed
carefully following a security audit.
A question of balance
Much of the discussion after Sandy Hook
has centered on the desire to avoid
making schools feel like “prisons” for
students and faculty in order to ensure
their safety. ESA believes that through
a combination of good design, effective
technology and thoughtful planning,
schools can continue to be warm and
inviting while still maintaining a high
level of security.
and convenience. Issues such as ease
of access, controlled entry points,
positioning of video cameras, discreet
but prominent placement of signage,
and training in new equipment and
procedures will have an impact on
cultural and behavioral practices at the
facility. The impact needs to be openly
discussed and communicated with
faculty, staff and students, particularly
during the planning stages.
Once established, expectations and
responsibilities must be communicated
effectively at all levels. As noted in the
guidelines: “All affected parties should
be encouraged to overcome the common
desire to keep doing what they are used
However, the guidelines emphasize
the importance of balancing safety
Safety Technologies Inc. Shows
the Way Forward by Hosting
“Secure Our Children” Event
ESA member companies play a valuable
role in getting the word out about the
“Electronic Security Guidelines for Schools.”
One useful example comes from Safety
Technologies Inc., based in the Cleveland
suburb of Middleburg Heights, Ohio.
levels of security card access and so
forth,” Gambrell said. “What they don’t
have is a clear picture of how it comes
together, or how it’s integrated, and that’s
what we were trying to do.”
After opening remarks from President
and CEO Michael Pope, Gambrell led the
meeting with a review of the guidelines,
followed by representatives from several
companies who provided an overview of
technology issues. He said it was made
clear “in the first two minutes” that the
emphasis was going to be on information
and not sales.
The company sponsored a “Secure Our
Children” event at its facility on July
31 that introduced the guidelines to
school administrators, law enforcement
officials, businesspeople, security
professionals and other interested
parties from the community.
Marketing and Communications Coordinator
Lisa Matthews – who is also chair of
ESA’s Sales and Marketing Professionals
(SMP) group – was chiefly responsible for
publicizing the event and inviting potential
attendees, using a lot of legwork, heavy
social networking, and a list of contacts
from a number of sources, including the
Electronic Security Association of Ohio.
“To me, the key to the ESA guidelines is
that they aren’t dependent on a specific
brand,” he said. “It’s generic information
that’s useful to everybody. They helped to
facilitate the discussion because it’s not
a sales message. It’s not a piece of direct
sales literature coming from me, and that
enhances our credibility.”
Doug Gambrell, sales and project manager
for Safety Technologies and a member of
the panel that created ESA’s guidelines,
played a major role in organizing the
event. Despite common recognition of the
need for improved school security, he said,
the company wanted to help participants
determine the best way forward.
“Everybody’s got something right now,
whether it’s an array of cameras, different
Page 30
School procurement in particular is a very
process-oriented undertaking, Gambrell
said, with rules and procedures that have
to be closely followed.
“This is where the ESA guidelines come
in,” he said. “We tried to show them how
they can get control over that process.
They have to bid it out, but they can
write the bid in a way that’s clear. The
guidelines can help with language and
to, and appreciate that the changes in
their routines are made for safety.”
Selecting a contractor
Just as schools and school districts
present unique challenges in their
security needs, they also follow a variety
of processes for selecting a contractor
for a major project. ESA’s guidelines
offer an overview of the procurement
process which will not only be helpful
to school officials, but also informative
for security industry professionals
who might not have a great deal of
experience with the process.
Cont. on p. 32
Doug Gambrell of Safety Technologies reviewed ESA’s
guidelines for attendees at the July 31 presentation.
oversight. We used them as a way to talk
about the process, and the things they can
do on their own.”
After the presentations, attendees met in
smaller groups with the representatives.
After a company-hosted lunch, the
discussion continued casually into the
afternoon.
“We had some terrific conversations,”
Matthews said. “It wasn’t just the
presenters. It was people who are in
the trenches who had the solutions
and the ideas.”
At various points throughout the day,
Gambrell estimated, there were upwards
of 30 participants. Both he and Matthews
were pleased with the results.
“Everybody took away something that was
useful for them,” Matthews added. “We
were able to show that it’s not just some
pie in the sky. We can really do this, and
this is how you implement it. They just
need to be pointed in the right direction,
and we want to be that resource for them.
“If we can get this information out there,
and if anything like this helps to save
other children, it’s worth it.” Cont. on p. 23
www.ESAweb.org
2013 Vol. 3
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Cont. from p. 30
Typical types of procurement include:
Working with a consultant to
determine a bid specification, and
hiring an integrator for system design
and installation once proposals have
been received. This approach tends to
be favored for larger-scale projects with
more complex requirements.
Working with one integrator for
project evaluation, design and
implementation. This approach
bypasses development of a bid
specification, though proposals may
still be solicited from a number of
integrators. Single schools or smaller
districts may prefer this method.
Working with a preferred vendor
who has previous experience with
the school, either through related
work or previous projects. This
allows a vendor to utilize familiarity
with existing systems, or to create
economic savings when combining
or extending existing projects.
The guidelines contain additional
direction for school administrators
regarding solicitation of bids, and for
screening and selecting contractors.
Equipment and implementation
ESA’s guidelines provide school officials
with a useful overview of different types
of electronic security technology, along
with easy-to-understand explanations
and options. The document reviews the
basics of access control, surveillance,
monitoring and supervision, intrusion
detection (including panic buttons), and
communication options.
The guidelines not only give a broad
explanation of the stages of installation,
but also emphasize the importance of
training, documentation, maintenance,
and scalability for future needs. They
also provide ideas regarding potential
funding sources, as well as contacts for
additional information.
Start at the beginning
While far from common, tragedies
like the events at Sandy Hook are no
longer unimaginable. They can happen
anywhere, at any time. Sometimes
there really is a “boogeyman” that our
children need to be protected against.
As Chief Kehoe reminded attendees at
ESX, no community is immune.
Since 1948, ESA and its members have
been responsible for helping to ensure
public safety at all levels. The challenge
has now been extended far beyond
traditional notions of prevention and
detection into a new arena: protecting
our schools and our children against
harm. As always, our industry willingly
embraces this challenge.
ESA’s “Electronic Security Guidelines
for Schools” are the first valuable step
towards an ongoing dialogue that can
achieve that goal.
For more information, go to
www.ESAweb.org/schoolguidelines
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R a i s e Yo u r P r o f i l e i n t h e
Community by Becoming Visible
and Involved
By Stan Martin
“We haven’t heard from you” is a
statement that SIAC hears far too
often when it comes to the issue of
community outreach. Members of the
electronic security industry need to
raise their visibility and involvement in
local issues regarding burglar alarms,
enforcement of ordinances, system
permits, fire installation standards, and
more.
In the 20-plus years of working with
law enforcement and city councils, the
first item I frequently hear mentioned
model for any company in the security
industry.
Most cities have ordinances that
affect our industry. Not knowing these
standards and regulations means more
work for law enforcement. In turn, that
colors their view of our industry – and
it’s not a good one.
Being involved with local officials is
the best preventive measure every
dealer and association can take to
minimize the possibility of a bad
ordinance being proposed. It increases
These men and women participate
because the bottom line of their
business is better served when they are
well connected. When something good
happens, they benefit. When something
bad happens to their business or
industry, their local contacts ensure
they get a fair hearing.
Their involvement is a business
investment, one that pays dividends
not only in information, decisionmaking or future needs, but also in
potential sales. They are not pushing
or actively soliciting business, though
they may hand out business cards and
be visible in these meetings.
When the day comes when a member
of the city council wants to refer
someone for a security system or
a camera system, or they just have
a question, who do you think they
will contact? They’ll talk to you, but
only if you’ve been cultivating those
relationships. Smart executives know
these local activities are worth the
small investment in time.
is “Where has your industry been?”
or “Why haven’t we ever heard from
any of your members?” These types of
questions imply non-involvement by
dealers, not only with law enforcement
but also within state and local
associations. If individual companies
are not engaged, then it also means
the association is most likely not doing
its job either.
Over the years, we’ve found some
troubling trends. Many dealers don’t
know the mayor of the city in which
they are based, nor do they know the
police chief, deputy chief, city manager
or even the alarm coordinator. Those
relationships should be fundamental
in creating a successful business
Page 34
the likelihood that they will call you
early in the ordinance process or when
a policy is being drafted.
Connecting with officials ensures a
voice; it doesn’t ensure we will “win”
a fight. At the very least, I expect that
elected and law enforcement officials
would know your face or name when
you show up at a public hearing. Your
input and credibility will be more
readily received.
Professional business leaders know
how important it is to be involved
in their communities. When an issue
affects their business and is on the
city council agenda, they show up and
testify. We need to do the same.
www.ESAweb.org
Stan Martin
Executive Director
Security Industry Alarm Coalition
Stan@SIACinc.org
972.377.9401
Follow SIAC at www.twitter/siacinc
or their blog at
www.siacinc.wordpress.com.
2013 Vol. 3
Sales, Celebrations and Information:
T h r e e W a y s t o M a k e Yo u r C o m p a n y
Likable on Facebook
By Jeaneen Bengtson
In a world where advertising is
virtually unavoidable, it’s not hard
to understand why consumers are
becoming more hesitant to allow
companies – even ones to which
they are loyal – to encroach on their
personal social networks such as
Facebook. And, with more than 699
million daily active users, customers’
news feeds on Facebook have become
valuable pieces of real estate for
businesses.
exclusive discount. To calculate your
return on investment, keep track of
how many times the promotion code
is used.
Special Milestones and
Celebrations
Depending on your company’s
culture, you may celebrate when you
reach various milestones. Maybe
it’s your company’s anniversary, or
your 10,000th customer just walked
How can your company prove to
existing and potential customers
that your updates are worthy of
appearing in the news feed with
photos of Grandma’s birthday party
and posts about how awful the
game was last night? It’s simple:
only share content that your
customers care about.
an update about your booth location.
Emergency Situations
As a security provider, it’s your job to
be there for your customers during
emergencies and your Facebook page
can be an effective communication
tool. It’s important to keep your
customers up-to-date with information
relevant to your area such as tornado
watches, power outages, or other
critical situations. For instance, a
post that alerts customers of a heavy
storm coming for the area will be
appreciated by those who aren’t near a
radio or television.
No matter what type of updates you
decide to share, it’s important that
your content is always thoughtful and
relevant to your audience. By providing
exclusive, engaging and informative
posts, you can enjoy the prime
Facebook real estate and the perks
that come with having loyal followers.
Here are three examples of posts
that can help your company become
likable on Facebook.
Sales and Exclusive Offers
A 2012 study conducted by Lab42
showed that the top reason
consumers connect with companies
online is to receive special offers
and discounts. In addition to your
company’s regular updates, be diligent
about posting information about
upcoming sales before and during the
event. In fact, consider rewarding your
followers by giving them the inside
scoop about special offers or sales
before anyone else.
Measure the effectiveness of your
presence on Facebook by providing
special discounts available only
through your social media pages.
This could be in the form of a special
promotion code shared via a Facebook
post that will give your followers an
Page 36
through the door. Either way, it’s an
event to be proud of and to share
with your followers through a quick
photo or post on Facebook. This small
act of sharing your achievements can
increase your company’s reliability in
the eyes of your customers.
Another way to effectively engage
your audience and promote positive
relations is through community events.
Whether your company sponsors a
Little League team or sets up a table
at the local fair, your involvement with
the people in your community will
strike a chord with your customers. It’s
as easy as snapping a quick pic of your
company’s name on the back of the
mini-baseball pros’ jerseys, or sending
www.ESAweb.org
Jeaneen Bengtson
Communications Coordinator
Jeaneen.Bengtson@ESAweb.org
972.807.6811
2013 Vol. 3
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O n l i n e Tr a i n i n g f r o m N T S C a t e r s
to Students’ Personal and
Professional Needs
By Michelle Yungblut
Since 1985, ESA’s National
Training School (NTS) has provided
the most effective, comprehensive and
available training in the industry. In
an effort to make training even more
attainable, NTS now offers nearly every
course online.
Here are three situations where online
training is the most efficient education
format.
Licensing requirements in your state
have recently changed and you need to
get a particular certification as soon as
possible.
If it seems as though licensing
requirements for professionals in the
security industry are always changing,
it’s because they are. No matter how
often the regulations change, it’s
vital that you stay current, and online
training is a quick, efficient way to
meet your particular licensing needs.
Online courses allow you to absorb the
material in less time than a classroom
course and take an assessment test to
gauge your learning after completing
a course. After that, simply schedule
a proctored exam at a time and place
that is convenient for you. Now, that’s
certification made easy.
Inside Tip: While you may be able to
blow through the modules with ease,
don’t ignore warnings that you’re
moving too quickly. Students who skip
multiple pages will be locked out of
training; this ensures that the student
is taking time to comprehend the
concepts. To re-activate the training,
locked-out students must contact NTS
during business hours.
You work in a state that does not have
an ESA Chartered Chapter.
There’s no doubt about it: When it
comes to getting the best training
from the most experienced instructors
in the industry, ESA’s Chartered
Chapters are the places to go. However,
you don’t have to skip education
just because you reside or conduct
business in an area that doesn’t
provide classroom training. Nearly
every NTS class is offered online, and
like its classroom counterpart, each
online course requires an open-book
proctored exam and is eligible for the
same certifications.
Inside Tip: At the time of your training
purchase, a course book that you can
use on the proctored exam will be
shipped to you by NTS at no additional
charge. However, your proctored exam
fee, which is $150, is not included in
the price of online training. To set up
an exam, simply complete the NTS
Online Proctored Exam Registration
form and NTS will contact you
regarding payment as well as date
and location preferences. NTS will
make every effort to set up a proctored
exam in a location that is nearby and
works with your schedule. Forms can be
submitted via email (NTS@ESAweb.org)
or fax (972-807-6883).
one year from the date of purchase
to complete the course, online
assessment test and proctored exam.
Before qualifying for a proctored exam,
you must pass an online assessment
test with a score of 70 or above.
Inside Tip: While online courses
are flexible with your schedule, it’s
important to remember to save your
progress when stepping away from
your computer. After 10 minutes of
inactivity the program will time-out
without saving your stopping point.
Upon your return, you will be asked to
log back in and start that particular
module from the beginning.
Whether you need a certification in
a hurry, you live in a state without
NTS training, you learn best when
the material is self-paced or if you
simply prefer the convenience of
taking training in your pajamas, online
courses through NTS can provide
the tools you need to maintain your
proficiency in the industry.
When it comes to training, you learn
best in a self-paced or low-pressure
environment.
Unlike a classroom course, online
training gives you the power to
replay sections or start and stop the
course when it’s convenient. You have
Page 38
www.ESAweb.org
Michelle Yungblut
Vice President of Training
and Certification
Michelle.Yungblut@ESAweb.org
972.807.6830
2013 Vol. 3
Pa s s t h e Wo r d : U n ex p e c t e d Wa y s
t o G e n e r a t e Re f e r r a l s T h r o u g h
Positive Customer Service
By Jeaneen Bengtson
Word-of-mouth marketing has long been viewed as
the most effective form of business promotion. According
to the Word of Mouth Marketing Association, 90 percent
of small businesses rely on referrals for growing their
customer base.
However, as many business owners know, getting customers
to spread the good word about your company takes more
than just a rain dance. It takes hard work to deliver an
experience that exceeds your customers’ expectations.
It doesn’t cost a fortune to make a good impression. In fact,
a “frugal wow” – such as sending a bouquet of flowers to
a loyal customer who has lost a loved one or providing an
unexpected discount for a new customer – can easily pay for
itself 10 times over in customer referrals.
Be bold
Be unique
While you may take every precaution to ensure your
customer service is top notch, it might not be enough to
have your customers shouting from the rooftops. In 2012,
more than half of consumers reported that they sometimes
or rarely told other people about their experiences with
companies, even when they were good. But that doesn’t
mean they aren’t willing to share. Sometimes, just asking a
customer to recommend your company is all it takes.
When consumers call technical support, the chance of
reaching a real person (rather than an automated voice)
in a reasonable amount of time is slim, and effective
communication can be difficult.
In addition, offering an incentive for customers to spread
the word about your company isn’t a bad way to give your
word-of-mouth marketing a push. Consider rewarding
customers who have become evangelists for your brand
Here are three unexpected ways you can earn word-ofmouth referrals simply by providing memorable customer
service.
According to the most recent Customer Experience Index
(CEI) survey, 86 percent of consumers reported that they
would pay more for products and services in return for a
better customer experience. Use this to your advantage by
investing in high-quality employees who are passionate
about helping your customers.
Empower your employees to do whatever it takes to ensure
your customers are happy, whether it’s spending a little
extra time on the phone chatting with a talkative customer
or sending handwritten follow up notes. A personal touch
can have a tremendous impact on your business.
Be generous
Think about a time when a business went above and beyond
to do something generous for you without expecting
anything in return. How did that change the way you viewed
your relationship with that particular person or company?
Most likely, the small cost or inconvenience resulted in a
positive experience for you and a mini-grassroots marketing
campaign for them. According to a survey conducted by
American Express, U.S. consumers tell an average of 15
people about their good experiences with companies. And,
considering Forrester Research recently reported that 70
percent of consumers trust their friends’ recommendations
of companies, those positive experiences can bring in new
customers and boost your bottom line.
Memorable Customer Moments
Personalizing a Pooch
A dog owner ordered food for his precious pooch through
Chewy.com, an online pet products retailer, but got more
than he bargained for. Included with his order was a
handwritten card thanking him for his purchase and asking
how his dog – who was named in the card – was enjoying
the new food.
Weatherproof Service
An elderly man was snowed in at home with little food.
Concerned about his well-being, the man’s daughter
frantically called several grocery stores in the area, looking
for one that would deliver. When she reached Trader Joes,
she was told that although they don’t offer home delivery,
they would make an exception. The team at Trader Joes
gathered the food and delivered it to the man in less than
30 minutes – free of charge.
Rubber-stamp Referrals
A computer repair company found a novel way to ask for
referrals by creating a large rubber stamp that simply said
“We crave referrals,” and stamping the message on every
mail item including invoices, marketing pieces, newsletters,
training manuals or work orders.
Cont. on p. 42
Page 40
www.ESAweb.org
2013 Vol. 3
Cont. from p. 40
T h r e e U n ex p e c t e d Wa y s t o
G e n e r a t e Re f e r r a l s T h r o u g h
Positive Customer Service
with discounts, gift cards or cash for each new referral who
signs a contract.
In an industry where there is no shortage of competition
from both small and large security companies, it’s important
to get an edge any place you can – especially with
consumers. Empower your employees to provide unique,
generous and bold service. It will be a refreshing surprise
for your customers and an unexpected boost to your
growing business.
Jeaneen Bengtson
Communications Coordinator
Jeaneen.Bengtson@ESAweb.org
972.807.6811
VIRTUAL REALITY
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Page 42
www.ESAweb.org
2013 Vol. 3
ESA Chapter Updates
Find out the latest news and events from ESA’s Chartered Chapters
Illinois
New Mexico
Illinois Electronic Security Association
(IESA) will hold its annual Summer
Outing on Sept. 12 at Arlington Park
in Arlington Heights, Ill. The social
event proved to be a successful day of
networking and fun for attendees and
vendors alike.
New Mexico Electronic Security
Association (NMESA) recently
welcomed Gary Schefler as the new
executive director. New officers will
be elected during this month’s NMESA
member meeting.
Louisiana
ESA of Virginia (ESA-VA) will hold the
ESA-VA 2013 Annual Conference on
Oct. 22-24 at the Wyndham Virginia
Beach Oceanfront Resort in Virginia
Beach, Va. Included in the three-day
event is a golf outing, educational
sessions, the ESA-VA annual meeting
luncheon and a trade expo with more
than 50 exhibitors. Visit www.ESA-VA.org
for more information.
The Louisiana Life Safety Security
Association (LLSSA) attended the
Louisiana Police Chief and Sheriff’s
Association Convention on July 9-11
at the Cajun Dome in Lafayette, La.
LLSSA used its time at the conference
to address industry concerns such
as false alarms and door-to-door
sales, as well as to promote the
Youth Scholarship Program.
2013 Vol. 3
Washington
ESA of Washington will hold its 19th
Annual Security Tradeshow on Sept. 11
at the Northern Quest Resort & Casino
in Airway Heights, Wash. The event will
include educational sessions and an
expo show floor.
Virginia
www.ESAweb.org
Page 43
Inside ESA: Standards and
Fire/Life Safety Committee;
Education Committee
Education Committee
Chairperson
LJ Lynes
Stanley Security Solutions, Inc.
National Certification Training
Manager
Since 1998, LJ Lynes has been
on the frontlines of education
within the security industry.
His experience in training and
education extends well beyond
his position as chair of the Education committee; LJ is a
senior NTS instructor, an active member of the Tennessee
Electronic Security Association (TNESA) Board of Directors,
and the recipient of the 2011 Sara E. Jackson Memorial
Award.
Start in the industry: “I got my start in 1994; I had just
finished high school and Cecil Hogan asked me to work at
Security Consultants as a helper. When I was 19, I look Level
I – Cecil was the instructor. In two years, I was running my
own crew.”
Favorite music: Classic country, such as George Strait, Johnny
Cash and Hank Williams.
Favorite movie: “ ‘Tombstone’ is my favorite movie. I have a
horse farm, and I ride horses and rope cattle. I tend to like
movies in the Western genre, and John Wayne movies.”
Hobbies: Horseback riding, fishing, hunting on his farm, and
scuba diving. LJ has dived all over the world, but a dive in
Turks and Caicos has been the most memorable. “In Turks
and Caicos I saw sharks every dive. I even got a couple of
feet from a 12-foot hammerhead shark.”
Staff Liaison
Michelle Yungblut
Electronic Security Association
Vice President of Training and
Certification
Start in the industry: Started
with ESA as VP of Training and
Certification in December 2012.
Favorite music: Alternative and
classic rock including Train and
Def Leppard.
Favorite Def Leppard song: “I don’t know if I should admit
Page 44
this, but my favorite Def Leppard song is ‘Pour Some Sugar
on Me.’ ”
Favorite TV Shows: “I like ‘The Good Wife’; it’s interesting
because it has a lot of law knowledge in it. I also enjoy the
show ‘Revenge.’ ”
Hobbies: “My favorite hobby is just being outside. I like to
hike and fish for bass or walleye. One of my favorite places
to hike is Quetico Park in Canada. It’s a natural park, so the
only way to get around the park and lakes is via canoe and
portage, which is carrying a canoe while you hike.”
Committee members:
Vice Chair Joel Kent, FBN Security Co; Dale Eller, ITZ
Solutions!; George Bish, Saber Promotions; Dan Cantrell,
ADT Security Services; Shelton Mangum, Creative Security
Systems; Larry Mann, Central Station Inc; Joseph Hays, All
County Security; Ron Petrarca, Electronix Systems; Woody
Woodham, Honeywell Access & Video; Don Childers, Lake
Norman Security Patrol; Barbara Kessinger, Safe Harbor
Security & Fire; Donald McInnes, Stanley Convergent
Security Solutions; Danny Northcutt, Lafayette Alarm
Services; Kenneth Nelson, Interlogix; David Koenig, Capital
Fire & Security, EC Liaison; John Knox, Knox Integrated
Systems, ESA President; Merlin Guilbeau, ESA; Pat Allen,
Staff Liaison.
Standards and Fire/Life Safety
Committee
Chairperson
Rick Simpson
Vector Security
Vice President of Technical
Services
Thanks to the countless hours
spent working on behalf of ESA,
Rick Simpson’s dedication to the
industry is apparent to everyone
he meets. In addition to being the
Standards and Fire/Life Safety chair, Rick also represents the
Central Station Alarm Association (CSAA) on the NFPA 72
Household Fire Committee and is the 2009 Sara E. Jackson
Memorial Award recipient.
Start in the industry: In 1984 as a service technician in
Haverford, Pa., at Westec Security, “which is the same
company as Vector Security.”
www.ESAweb.org
2013 Vol. 3
Fun fact about Vector Security: “Vector Security’s sister
company, Philadelphia Contributionship, was founded
by Benjamin Franklin in 1752. Two of the original board
members signed the Declaration of Independence.”
Favorite music: Progressive rock and classical. “For
progressive, I like Yes and Genesis. Hayden, Sibelius and
Shostakovich are the classical composers I enjoy at the
moment.”
Favorite movie: “The Greatest Game Ever Played,” which is a
true story based on an amateur golfer, Francis Ouimet, who
overcomes every obstacle placed in front of him and goes on
to win the U.S. Open.
Committee Members:
Vice Chair Tony Mucci, ADT; Doug Bassett, Comcast
Broadband; George Bish, Securewach; Shane Clary, Bay Alarm
Company; Norman Dayton, Dayton Security; Terry Hale,
Stanley Convergent Security; Greg Kessinger, Safe Harbor
Security & Fire; Larry Mann, Central Station; Chris Mosley,
Complete Security Systems; Roger Reiswig, SimplexGrinnell;
Richard Roberts, System Sensor; Mark Sepulvesa, USA
Alarm Systems; Ken Webster, Allied General Fire & Security;
Marshall Marinace, Marshall Alarm Systems, EC Liaison;
John Knox, Knox Integrated Systems, ESA President; Merlin
Guilbeau, ESA; Tracy Dalrymple, Staff Liaison.
Hobbies: “I enjoy playing golf for a number of reasons. I
like the challenge of playing well, getting to be outside, the
reward of a well-played round and the opportunity to do it
all over again with different results.”
SECURITY INDUSTRY
®
RECRUITING CENTER
The premier recruiting resource for the electronic security industry.
www.securityindustryrecruitingcenter.com
2013 Vol. 3
www.ESAweb.org
Page 45
ESA WELCOMES NEW ASSOCIATE MEMBERS
Cont. from p. 46
Apex Receivables Management Services, LLC
Apex Receivables Management Services, LLC has specifically served the alarm industry
since 2004. Apex is solely dedicated to alarm debt recovery and can maintain high liquidation
rates for their clients because they are familiar with the industry. Apex understands the terms
and conditions of your contracts and where your obligation begins as well as where it ends.
www.lmmcollections.com
Arecont Vision
Arecont Vision manufactures high-performance megapixel IP cameras that are made in the
USA and feature low-cost, massively parallel image processing architectures MegaVideo®
and SurroundVideo® that represent a drastic departure from traditional analog and network
camera designs. All-in-one products such as the MegaDome®, MegaView®, MegaBall™,
MicroDome™, and D4F/D4S/D4SO series provide installer-friendly solutions. These
innovative technologies enable Arecont Vision to deliver multi-megapixel digital video at IP
VGA camera price points. www.arecontvision.com
eDist
eDist is your trusted source for security products! State-of-the-art showrooms and training
facilities combine with the personal touch of an independent distributor. We carry over 250
vendors covering everything from intrusion products, CCTV products, access control, IP
video and fire equipment, to home theater, home automation and structured wiring. Our team
of experienced, technical sales staff – selected for their excellent skills and ongoing product
knowledge – take pride in serving your company’s every need. www.security.edist.com
Fleetmatics
Fleetmatics is a leading global provider of fleet management solutions. Fleetmatics’ solutions
enable businesses to meet the challenges associated with managing local fleets, and
improve the productivity of their mobile workforces with real-time data. Fleetmatics’ intuitive,
cost-effective web-based solutions provide fleet operators with visibility into vehicle location,
fuel usage, speed and mileage, and other insights into their mobile workforce, enabling them
to reduce operating and capital costs, as well as increase revenue. www.fleetmatics.com
Fluke Networks
Fluke Networks is the world-leading provider of network test and monitoring solutions to
speed the deployment and improve the performance of networks and applications. Leading
enterprises and service providers trust Fluke Networks’ products and expertise to help
solve today’s toughest issues and emerging challenges in WLAN security, mobility, unified
communications and datacenters. Based in Everett, Wash., the company distributes products
in more than 50 countries. www.flukenetworks.com
GreenField Direct
GreenField Direct, LLC manufactures the PipeBurst Pro and Automatic Security Valve.
The PipeBurst Pro System quickly detects plumbing leaks and automatically turns off the
water source. Currently it’s the number one water protection system on the market today.
GreenField Direct also manufactures the Automatic Security Valve that can be connected to
an existing home automation system giving your customers total control of their water or gas
supply while at home or away. The PipeBurst Pro and Automatic Security Valve are made in
the USA. www.greenfielddirect.com
LT Security, Inc.
LT Security, Inc. (LTS) is the signature of quality for electronic digital surveillance products
and systems. Realizing the potential of electronic digital surveillance and its significant role
in both home and commercial security, LTS decided to make digital CCTV products ever
more popular and affordable to all. At LTS, we have over 20 years of experience. Our stellar
research and development team keeps on designing many new inventions to meet the
emerging needs for more and better security surveillance products. www.ltsecurityinc.com
Securitron
As the world’s premier supplier of electric locking systems and access control components,
Securitron excels in manufacturing a wide range of quality products, from electromagnetic
locks and accessories to exit bars and devices, power supplies, digital entry systems and
much more. An ASSA ABLOY company, Securitron is known for its continued commitment to
excellence in customer service and product quality. www.securitron.com
Page 46
www.ESAweb.org
2013 Vol. 3
Summit Funding Group, Inc.
By providing competitive security system financing options through Summit Vendor Finance,
security system integrators, distributors, central station operators and manufacturers can
allow their customers to implement the system that is right for them. With more than $1.5
billion in equipment lease and finance originations, for more than 20 years Summit has
offered bank-competitive rates, rapid credit turnaround time, a fair credit window, vendor
pre-funding, and many more value attributes that will make affording your solution easier
than ever. www.sfgvendorfinance.com
The Decal Factory
The Decal Factory® has been printing for the security industry since 1983, providing window
decals, keypad decals, stakes and signs to customers large and small. Our extensive
experience in the industry gives us great confidence in offering our EnduraPlastTM signs as
the solution to your needs. They are printed with high quality UV inks on .055” high density
polyethylene. EnduraPlastTM signs resist chipping, yellowing and cracking, even in harsh
climates. They are made with maximum outdoor durability in mind. Our EnduraPlastTM is the
solution if you’re seeking a sign that stands the test of time. www.decalfactory.com
Qolsys
Qolsys is reinventing the security and home control market, introducing the next generation
life safety, security and home-control platform. Headquartered in Cupertino, Calif., Qolsys
has partnered with industry leaders Google Android, Foxconn and Alarm.com, in developing
the IQ Panel: a 7” touchscreen with built-in camera, and six communication radios, including
wi-fi and cellular, that delivers unprecedented levels of system integration and an intuitive
user experience. All in one. Always connected. www.Qolsys.com
Thank you to our 2013
Executive Strategic Partners
Exclusive Diamond ESP
Exclusive Platinum ESP
Gold ESPs
Connectivity
•
Security
•
Solutions
Silver ESPs
2013 Vol. 3
www.ESAweb.org
Page 47
Associate Members
Applied DNA Sciences Inc.
(631) 444-6370
www.adnas.com
DMP
(417) 831-9362
www.dmp.com
Arecont Vision
(818) 937-0700
www.arecontvision.com
DSC
(905) 760-3000
www.dsc.com
Astute Financial Consulting LLC
(970) 223-2382
www.astutefinancial.biz
D-Tools Inc.
(925) 681-2326
www.d-tools.com
AvantGuard Monitoring Centers
(801) 781-6100
www.agmonitoring.com
DWG
(516) 933-4900
www.dwgsecurity.com
Axis Communications
(800) 444-2947
www.axis.com
eDist
(201) 512-1400
security.edist.com
BidMagic
(800) 598-5860
www.bidmagic.com
eFish Marketing
(800) 461-1465
www.efishmarketing.com
Bold Technologies Ltd.
(719) 593-2829
www.boldgroup.com
Electronic Supply Company
(205) 520-0757
www.electsupply.com
Bosch Security Systems Inc.
(585) 223-4060
www.boschsecurity.us
Elko & Associates Ltd
(610) 565-3930
www.elkocpa.com
Breezego Inc.
(904) 374-3760
www.breezego.com
EMERgency24
(773) 725-0222
www.emergency24.com
Bristol ID Technologies
(585) 582-5120
www.bristolid.com
Emerson Network Power Surge Protection
(800) 288-6169
www.emersonnetworkpower.com/surge
Buchanan Ingersoll & Rooney PC
(412) 562-8830
www.bipc.com
eOriginal Inc
(888) 224-6404
www.eoriginal.com
2gig Technologies Inc.
(801) 221-9162
www.2gig.com
CE Pro Magazine
(508) 663-1500
www.ehpub.com
EtherWAN Systems
(817) 812-3540x111
www.etherwan.com
3M Cogent
(626) 325-9600
www.cogentsystems.com
Chaumont Law Inc.
(818) 222-7345
www.chaumontlaw.com
ETI Products
(877) 384-3841
www.etiproducts.net
ADI - Headquarters
(800) 441-4130
www.adi-dist.com
CheckVideo
(703) 483-3000
www.checkvideo.com
Equity & Plus
(626) 795-9199
www.securityfinance.com
Advanced Fire Systems Inc.
(508) 453-9995
www.afsi.us.com
Checkview Corporation
(800) 887-9049
www.checkview.com
Fleetmatics
(704) 295-8780
www.fleetmatics.com
AE Analytics Inc.
(508) 618-4225
www.ae-ventures.com/aeanalytics
CMS-Criticom Monitoring Services
(800) 422-2712
www.cmsn.com
Fluke Networks
(425) 446-5500
www.flukenetworks.com
Affiliated Central Inc.
(800) 434-4000
www.affiliatedcentral.com
ComNet
(203) 796-5300
www.comnet.net
GEM Electronics
(888) 436-4195
www.gemelec.com
Alarm Capital Alliance
(888) 885-8656
www.alarmcapital.com
Compliance Management Solutions LLC
(704) 288-1798
www.compliancesolutions.us
GO LOGO
(888) 533-2863
www.mygologo.com
Alarm Financial Services Inc.
(866) 845-2678
www.alarmfunding.com
Connect-Air Wire & Cable
(253) 813-5599
www.connect-air.com
GreenField Direct LLC
(800) 246-5325
www.greenfielddirect.com
Alarm Funding Associates
(610) 692-8110
www.alarmfundingassociates.com
Connected Technologies LLC
(815) 301-4280
www.connectedtechnologies.us
Hall Signs Inc.
(812) 332-9355
security.hallsigns.com
Alarm Products Distributors
(800) 783-1552
www.apdmn.com
Cooper Notification
(800) 631-2148
www.cooperwheelock.com
Harrington Signal Inc.
(800) 577-5758
www.harringtonfire.com
Alarm.com
(877) 389-4033
www.alarm.com
Cornerstone Billing
(888) 629-8101
www.alarmbills.com
Hikvision USA
(909) 895-0400
www.hikvisionusa.com
Altronix Corporation
(718) 567-8181
www.altronix.com
Davis Marketing Group Inc.
(847) 955-2345
www.graybeardsrus.com
Hillcrest Davidson & Associates
(214) 453-2913
www.hillcrestdavidson.com
Amano McGann Inc.
(612) 331-2020
www.amanosecurity.com
DICE Corporation
(989) 891-2800
www.dicecorp.com
Home Automation Inc (HAI)
(504) 736-9810
www.homeauto.com
Ameba Technology
(718) 886-9505
www.amebacctv.com
Digimerge Technologies Inc.
(905) 946-8477
www.digimerge.com
Honeywell Fire Systems
(203) 484-7161
www.honeywelllifesafety.com
Anixter
(800) 468-6267
www.anixter.com
Digital Identification Solutions LLC
(864) 272-1199
www.digital-identification.com
Honeywell Security and Custom Electronics
(800) 645-7568
www.security.honeywell.com
APEX Receivables Management Services LLC
(877) 214-3355, ext. 122
www.lmmcollections.com
Digital Watchdog
(866) 446-3595
www.digital-watchdog.com
iControl Networks
(650) 592-2300
www.icontrol.com
Apollo America Inc.
(248) 332-3900
apollo-fire.com
D-Link
(800) 326-1688
www.dlink.com
IDS Research and Development Inc.
(201) 287-0900
www.alarmexpert.com
Consider
Associate
Members
Support from ESA associate members strengthens
our ability to provide more value, representation,
advocacy, information, exposure, training and support
to our members. Through membership, sponsorship
and advertising, they pledge their support to
the association that protects your livelihood.
Please consider ESA associate members when
you make a purchasing decision. A current list of
associate member companies can be found at
www.ESAweb.org.
Page 48
www.ESAweb.org
2013 Vol. 3
Member
Savings Program
As part of your ESA membership you receive access to the ESA Member Savings
Program, which is designed specifically to reduce operating expenses and easily
recoup your membership dues.
Below are just some of the preferred vendor services an ESA membership offers:
For more information, please contact the ESA Member Service Center at (888) 447-1689.
Associate Members
Inception Lighting
(877) 733-1188
www.inceptionlighting.com
OmniTel Communications
(641) 696-6707
www.omnitechcentral.com
SentryNet
(850) 434-0087
www.sentrynet.com
Interlogix
(503) 913-7933
www.interlogix.com
Onity
(770) 497-3949
www.onity.com
SIC Consulting Inc.
(817) 698-9999
www.sicc.us
Intertek
(973) 461-1824
www.intertek.com
OpenEye
(509) 232-5261
www.openeye.net
SimplyRFiD
(703) 343-1689
www.simplyrfid.com
ipDatatel, LLC
(866) 896-1818
www.ipdatatel.com
OPTEX Inc.
(800) 966-7839
www.optexamerica.com
I-View Now
(888) 252-1644
www.i-viewnow.com
Paxton Access Inc.
(877) 438-7298
www.paxton-access.com
Southeast Security Products
(954) 786-5900
www.sesecurityproducts.com
JC Gury Co Inc.
(714) 738-6650
www.jcgury.com
Plustek Technology Inc.
(714) 670-7713 ext. 8508
www.plustek.com
JRW Security Consulting LLC
(703) 978-6912
Potter/Amseco
(314) 595-6900
www.pottersignal.com
Keep Your IP
(954) 907-3848
www.keepyourip.com
Premier Document Imaging Solutions
(816) 200-0611
www.premierdis.com
Labor Saving Devices Inc.
(303) 287-2121
www.lsdinc.com
Qolsys
(408) 221-6653
www.qolsys.com
Larrabee Ventures Inc.
(818) 789-6020
www.larrabeeventures.com
Rapid Response Monitoring Services
(800) 558-7767
www.rrms.com
Lenexus LLC
(913) 214-5030
www.lenexus.com
RDP Security Inc.
(949) 336-4522
www.rdpsec.com
Leonard, Street and Deinard
(612) 335-1422
www.leonard.com
Revenew Systems LLC
(847) 359-9250 ext. 26
www.revenewonline.com
Linear LLC
(760) 438-7059
www.linearcorp.com
ROFU International Corporation
(253) 922-1828
www.rofu.com
Logicmark
(703) 934-7934
www.logicmark.com
RSI Video Technologies Inc.
(877) 206-5800 ext. 802
www.videofied.com
LTS NY Inc.
(646) 558-3888
www.ltsecurityinc.com
SDC Security Door Controls
(805) 494-0622
www.sdcsecurity.com
Lutron Electronics Company Inc.
(610) 282-3800
www.lutron.com
SDM Magazine
(630) 694-4386
www.sdmmag.com
Mace Central Station
(800) 843-8526
www.macecs.com
Secura Key
(818) 882-0020
www.securakey.com
Magnasphere Corporation
(262) 347-0711
www.magnasphere.com
SecuraTrac
(310) 961-4241
www.securatrac.com/home
Marathon Solutions Inc.
(913) 953-5305
www.marathonsi.com
Secure Integrations
(847) 391-5138
www.secure-i.com
Marlin Business Services Corporation
(888) 479-9111
www.marlinleasing.com
Securitron Magnalock Corporation
(623) 582-4626
www.securitron.com
Mass Marketing Insurance Consultants Inc.
(800) 349-1039
www.mmicinsurance.com/esa
Security America Risk Retention Group
(901) 327-2450
www.securityamericarrg.com
Micro Key Solutions
(407) 870-0040
www.microkey.com
Security Dealer & Integrator Magazine
(800) 547-7377
www.securityinfowatch.com
Monitor America LLC
(877) 971-6771
www.monitor-america.com
Security Dealer Marketing
(888) 572-4450
www.securitydealermarketing.com
NAPCO Security Group
(631) 842-9400
www.napcosecurity.com
Security Equity Partners LLC
(888) 501-5612
www.sepfunding.com
National Monitoring Center
(877) 353-3031
www.nmccentral.com
Security Partners LLC
(717) 481-6373
www.securitypartners.com
Netsertive
(919) 890-3910
www.netsertive.com
Security Sales & Integration Magazine
(310) 533-2400
www.securitysales.com
NEXgeneration Central
(401) 461-2204
www.nexgenerationcentral.com
Security Systems News
(207) 846-0600
www.securitysystemsnews.com
Next Level Security Systems
(760) 444-1410
www.nlss.com
SecurityInfoWatch.com
(800) 547-7377
www.securityinfowatch.com
Page 50
Summit Funding Group Inc.
(866) 645-8450
www.sfgvendorfinance.com
SunWize Technologies
(845) 336-0146
www.sunwize.com
SureViewSystems
(877) 712-8766
www.sureviewsystems.com
System Sensor
(978) 443-5402
www.systemsensor.com
Telular Corporation
(678) 264-2004
www.telular.com
The Decal Factory
(800) 369-5331
www.decalfactory.com
The RMR Factory
(888) 582-0101
www.rmrfactory.com
The Systems Depot Inc.
(828) 485-4800 ext. 19962
www.sdepot.com
Traka-Assa Abloy
(407) 681-4001
www.traka.com
TRENDnet
(310) 961-5500
www.trendnet.com
Tri-Ed Distribution
(516) 941-2800
www.tri-ed.com
Universal Monitoring LLC
(704) 697-5400
www.universalmonitoring.com
Universal Power Group
(469) 892-1122
www.upgi.com
Uplink
(770) 693-3500
www.uplink.com
Vanderbilt Industries
(973) 316-3900
www.vanderbiltindustries.com
Verifier Capital LLC
(561) 910-3980
www.verifiercapital.com
Vertek Corporation
(802) 764-4604
www.vertek.com
WatchNet USA
(717) 687-8736
www.watchnetdvr.com
West Penn Wire
(724) 222-7060
www.westpenn-wpw.com
Windy City Wire Inc.
(800) 379-1191
www.smartwire.com
Winland Electronics Inc.
(800) 635-4269
www.winland.com
WYNIT Distribution LLC/WYNIT Security
(800) 999-9648
www.wynit.com/security
Yale Locks & Hardware
(800) 438-1951
www.yalerealliving.com
www.ESAweb.org
2013 Vol. 3
ESA - the definitive source for
training and certification for the
electronic security industry
®
Online
Training
Apprenticeship
Certification
Intrusion
Service
Access
Fire
COMPREHENSIVE.
Video
EFFECTIVE.
Sales
AVAILABLE.
ESA’s National Training School (NTS) is the MOST RECOGNIZED provider for
standardized training in the electronic security and life safety industry. More than
45,000 students have completed NTS courses and thousands have been certified.
With a network of 140+ trainers across the United States, and classroom and
online options, NTS has a solution for your training needs.
Learn more at www.ESAweb.org/NTS or
contact 888-447-1689 nts@ESAweb.org
Welcome
Welcome New regular Members
May 1, 2013 - August 31, 2013
New Regular Members
A+ Systems Group
Mankato, MN
Emergency Response Associates
Philadelphia, PA
MRC Electric Corp.
Chicago, IL
Action Security LLC
Nashville, TN
Epic Alarm Inc.
Anaheim, CA
Mulberry Telecommunications
Mulberry, IN
Alexis Home Entertainment
Birmingham, AL
ESEind Inc
Brookings, SD
North Alabama Security LLC
Hazel Green, AL
All Secured Security & Surveillance Systems LLC
Erath, LA
Facilities Management Systems Limited
Changuanas, Trinidad and Tobago
North Electric LLC
Rocky Point, NY
All Secured Security Services LLC
Reynoldsburg, OH
First Choice Security Inc.
West Springfield, MA
OnPoint Security Inc.
Moulton, AL
American Security Force
Los Angeles, CA
FTS USA LLC - Blue Bell PA
Blue Bell, PA
Pelican Computer LLC
Harahan, LA
America’s Satellites
Hendersonville, NC
GESCO Alarms
Bayamon, PR
Point Security LLC
Hutto, TX
Aro Lock & Door Co Inc
Waukesha, WI
Guard-O-Matic dba Volta
Phoenix, AZ
Poole’s Cable Service Inc.
West Monroe, LA
Atlanta Home Alarm Systems Inc
Atlanta, GA
Hawk Eyes Systems
Mechanicville, NY
Professional Communications Inc.
San Juan, PR
AvantGuard Monitoring Centers
Ogden, UT
Home Tech Pros
Warminster, PA
Quality Security Systems Inc.
Ridge, NY
BrickHouse Security
New York, NY
Hudson Security Systems Inc.
Winter Park, FL
Rock Solid Security of GA LLC
Lawrenceville, GA
Bye-Mo’r Inc
La Porte, IN
ICS Solutions Group
Endicott, NY
SafePath Security
Kennesaw, GA
Cayer Security Services Inc
Waterville, ME
Internet Security Systems Inc.
Cedarhurst, NY
Scio Mutual Telephone Assoc.
Scio, OR
CCS Security Solutions Inc
San Juan, PR
JSM Secure Inc
Sheboygan Falls, WI
Securitas
Boston, MA
Channel Technology Inc
Tonawanda, NY
Level2 Automation
Orange, CA
Security Pro LLC
Lexington, SC
Complete Structure Security Co
Springfield, MO
LifeShield Home Security
Langhorne, PA
Shadow Video Security
Cranberry Twp, PA
Converged Green
Maple Valley, WA
Lifestyle Security
Park City, UT
Shield Protection
Buena Park, CA
Cortel Communications LLC
Phoenix, AZ
Low Voltage Electrical Systems
Mt. Vernon, NY
Sirius Security LLC
Arlington, TX
Cotel Business Solutions
Woodside, NY
Maximum Security
San Juan, PR
Sonitrol of Evansville Inc.
Evansville, IN
County Home Security Inc
Cranford, NJ
MCSS Technologies
Lawrenceville, GA
Source 1 Solutions Inc.
Largo, FL
Custom Security
Mobile, AL
Meineke Electronics LLC
Cincinnati, OH
Southeastern Surveillance Systems
Opelika, AL
DFW Alarm
Flower Mound, TX
Mobius Communications Company
Hemingford, NE
Stay Safe Enterprises LLC
Wellington, FL
EasTec
Wall Township, NJ
Mountain Alarm
Ogden, UT
Sterling Communication Technologies Inc.
Slidell, LA
Page 52
www.ESAweb.org
2013 Vol. 3
Sundance Security Inc.
Woodstock, GA
Sunrise Network Solutions
Madison, AL
Synes System Integrators & Electronics Security Corp
Aguadilla, PR
TC Telecom
Walker, LA
The TASC Group LLC
Conroe, TX
TSS Security Systems LLC
Alexandria, LA
Upstate Video and Alarm Service
Taylors, SC
Vantage Voltage LLC
Springville, UT
Wired-Up Systems LLC
Cottonwood, AZ
Wiremap Systems LLC
Albany, OR
Yoxthimer Technology Services
Milford, OH
THANK YOU Media Partners
to our
2013 Vol. 3
www.ESAweb.org
Page 53
W h e t h e r i t ’s C a r s o r I n s u r a n c e
Carriers, Experience Makes All
the Difference
By Richard Poling
One of the greatest advertising
taglines ever written is from BMW:
“The Ultimate Driving Machine.” It
instills confidence in a buyer looking
for a solid, dependable vehicle, and
a driving experience that is fun and
exciting. BMW has a history of backing
up its claims with engineering, support
and a customer experience that is
among the best.
Now consider a company that not so
long ago was manufacturing toasters,
but now is in the car business. Your
vehicle protects your life when you
are hurtling through traffic, risking
major injury from drivers who may
be impaired, distracted or just
incompetent. There are serious life
safety consequences for you and your
family, so you want protection from
a tested and trusted manufacturer of
vehicles.
So why would you buy a car from a
toaster manufacturer when you could
buy from BMW?
The same comparison applies to your
purchase of professional errors and
omissions protection and general
liability insurance.
Every month or so, we at Security
America Risk Retention Group hear of
a new competitor offering insurance
to the security, low voltage and alarm
industry. Often when we check these
folks out, we find they are primarily
insuring barber shops, personal auto or
similar unrelated businesses. The idea
that an insurer can put out an e-mail
or a flyer one day saying they are “in
the business” of insuring our industry is
ludicrous. But it happens all the time.
At Security America, we specialize
in the security industry and nothing
else. Why put your business assets
and livelihood at risk buying from
an insurer who dabbles (at best) in
your industry? The next thing you
know, your claim is being handled
by someone with little insurance
experience and absolutely no
experience in the security, alarm and
low voltage industries.
As far as the “BMW experience,”
Security America strives to have
excellent customer satisfaction. We
turn around certificate requests in 24
hours or less at no cost. Additional
insured requests – even those with
specialized language required by
tougher clients – are provided
promptly at no additional cost.
Finally, we annually give back more
than $100,000 to the industry in
sponsorships of trade shows, state
associations, and charity events.
Security America provides broad
professional errors and omissions
protection along with a general
liability insurance program tailored to
ESA members. You don’t have to be a
member to get a quote. But once you
do, you may find (as others have) that
the money you’d save by changing to
Security America RRG will more than
pay for your ESA membership.
For additional information or to
request a quote, please visit
www.securityamericarrg.com
or call (866) 315-3838.
We provide counseling and advice
to customers on contract provisions,
and help tailor appropriate
additional insured endorsements
that don’t provide coverage beyond
what is required in the contract.
Richard Poling, CPCU, ARM, ARe
Managing Director
Security America RRG
rpoling@onpointunderwriting.com
303.996.5419
Page 54
www.ESAweb.org
2013 Vol. 3
Keep Your Subscribers
CONNECTED
to Their Security Systems
EMERgency24 notifies homeowners when
an alarm event happens via cell phone, e-mail
account or a text messaging device, including:
• Arm/Disarm System
• Device Activation
• Access to Dangerous Area
• Power Failure
• Departure of Elderly/Infirmed
• Abnormal Temperatures
• Hold-up
• Medical Alerts
• Moisture/Leaks
• Opened Pool Door
Call us today at 1-800-800-3624 to learn more
CHICAGO | DETROIT | LOS ANGELES | MILWAUKEE | WASHINGTON DC
®
6333 N. State Highway 161, Suite 350
Irving, TX 75038
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April 28-29, 2014
Washington, DC
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June 23-27, 2014
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