Physical security is a legitimate force against crime. For many installers the installation of physical security products is another man’s job, but this could be a missed opportunity to add value in the eyes of the customer.
The comprehensive range of safes available to installers from reputable security companies is such that one can start with uncomplicated installations – of which there are many, for example small domestic, office or hotel safes – to build knowledge and expertise. Such safe installations are easy to add on to an existing security installation package, taking only extra minutes to complete. Once a customer base has been built up an installer may then move on to more sophisticated installations and bigger safes, which would require specialist equipment and installation techniques.
ACPO 2000 as an opportunity
Adding the installation of physical security products to your sales package is particularly pertinent at the moment due to the new Security Systems Policy 2000, introduced by the Association of Chief Police Officers (ACPO). As regular readers will be well aware, the Policy aims to reduce significantly the current high level of false alarm calls and the challenge, therefore, for installers is to see this new Policy as an opportunity to expand their business, not as purely legislative control.
In today’s competitive sales world, it makes sense to look at the broader picture when making any sale. An alarm system installer, for example, adds value to the service already provided with an ‘easy add-on’, and the best example of this would be a safe, often seen as a boring, technologically challenged product – the ‘unsung hero’ of the security world.
The addition of physical security to the overall or specific security installation package is a legitimate extra and should not be overlooked.
The installation of a safe simultaneously with an alarm or CCTV system adds value in the eyes of the buyer or consumer and, in addition, the customer perceives their needs are of the highest priority to the installer. This type of diversification applies to both a domestic or business situation, with reputable security companies offering full ranges of safes suitable for any number of applications.
In the optimum scenario a safe will act as a secure back-up to, for example, an alarm system, CCTV or door entry systems, the final barrier between the intruder and the crime. In addition the safe would ensure that if the primary security system failed or, was subject to technical problems as can be the case with faulty alarm systems, important documents or valuable jewellery would not be left open to burglary.
The safe is a versatile security product because it works well in conjunction with other security products, while also working effectively alone.
Selling the safe
So far it has become apparent that the safe represents the quickest and easiest option to add value to an installer’s work. In particular it is an effective back-up to alarm systems representing a solution, in part, to lowered thresholds of police response. Therefore the potential for demand of the product is there. But how does one sell the idea to the buyer or consumer? Apart from the obvious physical protection, a safe will give, in either a domestic or business situation, factual information on for example, overnight insurance ratings for items such as jewellery which can be used to effectively sell the safe to a domestic user.
In the instance of a business application, specific protection is useful, for example fire protection for documents or computer disks. A specially designed MOT safe for MOT documents and stamps provides another selling opportunity for the installer at garages, as well as being a legal requirement.
Similarly, hotels and guesthouses provide further opportunities for installers to offer added value to their installation. Potentially, each room in the hotel or guesthouse has the need for a safe, providing guests and staff with peace of mind and protection for their valuables and travel documents. To its advantage the hotel safe has a very straightforward installation process, offering an installer an ‘easy add-on’ for a few minutes of work.
Moreover there is a significant need for computer laptop safes at hotels and conference centres. Many business guests require the extra security provided by safes for their computers. Furthermore it is a legal requirement for hotels with guests on ‘shooting weekends’ to have gun safes installed within the building.
This knowledge of sales opportunities will mean nothing to customers or buyers unless coupled with the perception they are getting an added bonus and a product they really need. The customer must perceive the installer is thinking of their needs which suit their particular situation. This leads the customer to feel reassured about the proposed installation. As we know, reassurance is a powerful sales tool which encourages a person to react positively to ideas and suggestions.
The question is now, is the safe really an ‘easy add-on’? How easy is it for an alarms or CCTV installer to fit a safe, for example? Can a safe be installed simultaneously with another security system such as CCTV or video entry phones without causing too much upheaval for the customer, and how many extra skills are needed?
Certainly it is very difficult to give a step-by-step installation guide for safes because each fitting is unique. The installation of a small office safe, for example, involves only a simple and quick installation process. Combining the installation of a small safe with a security package would add only minutes on to the time the installer would be at a building. However the fitting of a floor safe or a significantly heavier safe would be a more time consuming procedure.
Each safe installation must be differentiated on a customer-by-customer basis; the installation of a floor-standing safe on the ground floor of a building is guaranteed never to be the same twice! Safe manufacturers and suppliers agree there is no one procedure for safe installation, however there are certain precautionary measures an installer must undertake.
With this in mind, the installer must find out as much as possible about a particular safe installation prior to the fitting. Preparation is key to a successful installation and a satisfied customer.
Heavyweight contenders
To illustrate the differences in installation techniques and the issues associated with it, one can compare the fitting of a hotel safe with that of a wall safe, a floor safe and finally a heavier safe.
The fitting of a hotel safe provides the installer with the ultimate ‘easy add-on’. In most cases the small safe can be easily carried by one person and needs only to be secured firmly to a wall or floor.
To ensure success with the installation of a wall safe it should not be fitted in a breeze block wall, only a normal brick wall. A regular brick wall safe installation means the installer need only remove two or three internal bricks, in order to install the wall safe and consequently there are no structural implications for him to deal with.
A floor safe presents a more complex task.
If the desired floor for installation of this type of safe is concrete, the membrane sealant of the floor must not be broken. If this does happen the hole must be sealed with plastic to avoid any problems with damp.
In all of these situations it is imperative that the installer does exploratory tests prior to installation to check for pipes or cables and the structural implications of safe installation. In addition, for overnight insurance ratings to be granted by the insurance company, the safe needs to be fitted to its satisfaction. To this end, a certificate will be provided by the installation company to show that the safe was fitted correctly and with enough reinforcement. Without the certificate the customer’s insurance would be void.
Once an installer has acquired the knowledge and expertise for simple safe installations the fitting of heavier, more sophisticated, safes provides further sales opportunities.
The predominant installation issues for heavier safes are of practicality; to have the right amount of muscle power for such a heavy product and specialised equipment to put it in the desired place. However, the installer must be aware on arrival at a particular site or building of the health and safety issues which may compromise the safe installation.
The particular access route for any equipment and the safe must be agreed with the customer prior to the date of installation because any obstacles, holes or potential hazards can then be identified and removed to avoid risk or danger. Knowledge of the access route is also important because a safe may be installed on the third floor of a building or in the basement, so any steps can then be taken account of.
In addition the structural integrity of the building must be examined. If a free-standing safe is being installed on an upper floor the structure must be able to take the weight and any drilling into floors will obviously need to avoid wires and pipes.
Safe manufacturers and suppliers agree that while the installation of safes is dependent on a number of variables, a flexible approach is key.
It is clear that all the factors mentioned show that safe installation can a complicated and subtle process. However there is huge sales potential in the installation of smaller, easy-fitting safes. The security and versatility, which a safe offers the consumer in a variety of applications, must not be overlooked. Though the larger safes cannot perhaps be labelled as an ‘easy installation’ security product, by starting small and increasing knowledge and expertise it is clear that safe installation is an area where security installers can combine customer satisfaction with added value.
