ESX has always focused on ensuring that each role in a security integration and monitoring company receives the highest level of education and networking opportunities, from central station operators to installation and service professionals to senior executives and management.
Today, we're going to focus on the opportunities for growth and networking for sales and marketing professionals.
The Conference and Education program will include a dedicated Sales & Marketing track, sponsored by Netsertive and ESA's Sales & Marketing Professionals (SMP) Group, and the SMP group will be meeting to discuss new ideas, marketing initiatives and sales strategies. The SMPs will be meeting on Thursday, June 28 at 8:00 am at the Convention Center.
Let's take a look at the Sales & Marketing courses being offered in the education program.
Building and Developing a Successful Email Marketing Strategy (Tuesday, June 26 at 1:45 PM)
E-mail marketing is becoming one of the most widely used techniques for lead generation in the electronic security industry. This session, featuring Kara Holder of Revenew, Lisa Matthews of Safety Technologies, and Shannon Murphy of ESA, offers a tour de force of both the fundamentals and the state of the art in this critically important marketing function. Attend this session and get the framework you need to get this most cost-effective marketing program humming and contributing to sales for your company.
Driving Website Traffic and Generating Leads Online (Tuesday, June 26 at 1:45 PM)
You've built a website with great information about your company's products and services and the news and concepts that will help set you up as a preferred source, but how do you get the most return on that investment? How can you drive well-qualified traffic to your site and turn that into a sale? This session, presented by Jay Stuck of Securewatch24, Kara Holder of Revenew and Jamie Sasser of Netsertive, will look at a variety of techniques from paid and organic SEO and SEM to social media and specialized landing pages to help you do just that. You'll learn everything you need to know to make your website contribute to your sales.
Building 21st Century Referral Programs Using Social Media Tools (Tuesday, June 26 at 4:45 PM)
Referrals have long been the single most-used sales and marketing method for security system sales, but the information age has produced a new set of technology tools that can augment and underpin today's referral programs. In this session, featuring presenters Gerrit Brusse, U.S.A. Fire and Burglar Alarm, LLC, Mark Hillenburg of DMP and Kristin Milner of ADS Security, you'll learn how successful security companies are using social media tools like Facebook and LinkedIn to generate referrals, how to build referral elements into your email marketing and websites and how to leverage the email and SMS communications of your staff and customers to take referrals to a new level.
Selling New Technology & Using New Technology to Sell (Wednesday, June 27 at 9:30 AM)
Not only is consumer interest in new untethered technologies creating great revenue opportunities for integrators, technologies like tablet computers and smartphones represent a new means to prospect, present and sell. In this session, Gerrit Brusse of U.S.A. Fire and Burglar Alarm, LLC will present field-tested ideas and practices from integrators on the front line of these efforts. Learn how to sell new technologies and services like smartphone-based system control and monitoring, remote HVAC, lighting and door control and more. We'll also look at how tablets and smartphones can be used to enhance door knocking sales and enable salespeople to demo system functionality at retail venues.
Maximize Your Media Relations ROI (Wednesday, June 27 at 10:45 AM)
Content marketing is all the rage, but the strongest and most traditional content marketing strategy out there is still publicity: media coverage you earn by sharing your information and expertise with reporters and editors. This session, featuring presenters Jay Stuck of Securewatch24 and Tess Nacelewicz of Security Systems News, provide dozens of tips on how to become a trusted source for the media and maximize ROI for your media relations efforts, including a look at the differences between working with broadcast, print and online media. Make sure you attend this session and learn how to position your company as a market and thought leader.
Recruiting and Retaining Sales Talent (Thursday, June 28 at 2:15 PM)
Finding, hiring and keeping sales talent is one of the classic challenges of running an electronic security company. In this session, featuring Cathy Rempel of The Summit Group, we look at places to find entry and senior level sales staff, interview questions and tests that help identify the most promising candidates and training, compensation and recognition programs that turn high potential talent into long-term, high-production successes.
Building a Sales-Focused Organization (Thursday, June 28 at 3:45 PM)
Everybody in the company is in sales! Techs in the field, central station staff, administrative staff, top management - everyone can become sales ambassadors and support sales with ideas that help make closes happen. This session, taught Lou Sepulveda of Monitronics, one of the security industry's most admired sales trainers, will give you the tips on how to make this happen in your company with powerful communications and support and tracking tools.
The Path to Paperless (Thursday, June 28 at 5:00 PM)
Presenter Mike Jagger will talk about how his company, Provident Security Corp., transitioned from a home security company that once had an entire office filled with filing cabinets to eliminating virtually every single piece of paper. Getting rid of Microsoft Exchange in favor of Google Apps, putting a scanner on every desk, implementing electronic signatures on all contracts and using employee edited wikis to replace Policy & Procedure manuals, Mike will outline Provident’s path to paperless, the tools that added value... and those that just got in the way. Attendees will leave with actionable steps for starting their own path to paperless.