Embracing Barriers to Entry
Integrating Into an Overall System
Particularly in high security applications, gates and barriers can be coupled with video surveillance, intrusion detection, access control and vehicle impact resistance. In the case of Ameristar’s Impasse™ fence, this can occur at both the gate and along the fence line.
“One thing specific to integration our fence systems have is the way the channels are configured on the horizontal rails. They act as a raceway that contains anything from low- and standard-voltage electrical applications for signage or light,” says Willingham.
This strategy provides true value engineering where an electrical budget can be used for trenching and can be thrown back into the fence line to provide a more robust platform. “It comes out with the same numbers on the final installation. More so than that, the fence becomes a platform for all the other ancillary technology,” says Willingham. “Because no matter whose fence it is, you’re not going to be able to provide sound security with just a fence.”
A key ingredient is to understand where the various power and access control wiring is going to run from. It sometimes prevents the completion or derails the project, says Borto. “Often the construction workers are required to move wiring within a very nice lobby design. It’s so expensive that it becomes prohibitive to proceed with the entire security upgrade,” he says.
Borto offers two important tips to help dealers be successful in the gate, turnstile or fence arena:
- Empower the sales team to intelligently discuss the options with the building owners and architects and security consultants.
- Have the necessary installation capabilities with the proper training to install the product. Fortunately, many manufacturers offer a dealer training program that can be beneficial in implementing these tips.
Getting Down to Business
How can dealers and integrators carve out a business in this specialization? According to Willingham, if dealers take the perimeter security package and incorporate fencing as an element and not just a standalone piece, it would pull from two different contracts. Instead of just putting up a fence, they would be putting up a whole security solution.
“For several years we have been courting the integration community because the clients they serve are exactly the same people that have a need for this extra element,” says Willingham.
By driving a security initiative out to the curb and including a fence type that is suitable — after assessing the threat and vulnerably of the area — you can provide a complete entry control and protection system that incorporates all the physical and electronic elements required. This complete package will expand the contract and the opportunity for the systems integrator to give more value to the end user.
“Break out of the habit of talking about the glamorous, newest electronic innovation and start talking about simple elements and how they are going
to provide a layered approach to security,” says Willingham.
Ameristar has seen integrators that embrace this strategy generate several million dollars in revenue. However, the first step is research and knowing your product.
“The adage that ‘a turnstile is a turnstile’ is extremely inaccurate. Like any significant purchase, do your homework and talk to end users about their experiences with turnstile brands,” says Brown. “Find out who is established and has a reliable track record over the years as opposed to [fencing and turnstile] companies trying to break in to a growing category.”
‘Green’ Offers Simple, Reliable Options
[IMAGE]11951[/IMAGE]Not many people consider fencing or turnstiles when implementing a cleaner, more energy efficient security system; however, these security solutions can greatly contribute to a “green” movement without costing a small fortune.
“One of the things we pride ourselves in is the adoption to clients’ needs both from tangible evidence to the intrinsic side,” says Barry Willingham of Ameristar Fence Products. “We offer an additional element to the security package that is made from recycled material.”
By utilizing recycled materials, Ameristar is able to offer end users an efficient physical security solution while minimizing its effect on the environment. The recycled material is not just used in ornamental fences; it can be used in high security as well.
“Too many times people rely on technologies to change they way we address certain subject matter,” he says. “We’re always riding on the coattails on the newest, greatest technology, but I believe it’s how we take the available technology and the things that have already been in play and utilize it in a more effective way.”
If the vulnerabilities of a facility or the treats against that facility increase, it is important to have scalability without significant cost. A relatively quick installation is just as important as waiting on or trying to implement the latest technology, says Willingham. While technology changes much quicker in the electronic world than in the physical security arena, it is still just as important.
Controlling interior temperatures is also a plus when installing the proper security revolving doors. “If the doors keep the outside air out and the inside air in, you can reduce air infiltration by as much as 90-95 percent by not having to heat or cool the air in the building,” says Mark Borto of Boon Edam.
The energy savings and climate control benefits of security revolving doors can be a selling point for new or current customers.
“If you use the right technology with the right process of building a physical protection system the first time, it is much more effective than trying to buy the coolest technology to solve all your problems,” says Willingham.
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