Thursday, Day 2
This morning I got to speak with Ron Davis, president of Davis Group, and Adam Matlin, COO of Think Protection and one of Security Systems News’ “20 under 40” Class of 2015.
The first session was presented by Michele Shuster, founding partner at MacMurray Petersen & Shuster, “So You Want to Work with a Telemarketer: 7 Essential Tips.” Regulations around telemarketing are a serious issue, and carry with it large detriments to a company’s bottom line. Avoid assisting and facilitating liability, she said; "You are as responsible for your marketers as if you were doing it yourself." Tips included making sure that telemarketing scripts are compliant with both federal and state regulations and being aware of riskier practices like calling or texting a cellphone or using pre-recorded messages.
“Mobile Mania: Catch the Wave of Mobile PERS,” the day’s second session featured panelists Matt Campbell, Nortek Security and Control SVP of sales and business development, and Jake Chandler, co-founder of LiveFree Emergency Response. The session was moderated by Jesse Rivest, Regional sales manager for Affiliated Monitoring and an SSN “20 under 40” from the Class of 2013.
When Rivest asked about the biggest points to selling mPERS. Chandler said that it’s water resistant, ready for future communications with 3G, and that it can be strapped to the wrist. Campbell said that “really defining the user as someone who's active," helps, along with fall detection technology.
The battery life isn’t a challenge, Campbell said, because now users are more conditioned to know that they have to charge it at night. Chandler said that it’s important to know when a user is best suited for a PERS instead of a mobile PERS. “A lot of seniors should not have mobile PERS," Chandler said, because there are some customers that do not have the capability to remember to charge the system every night.
In the last session, “Executive Spotlight: How I Grew a Multi-Channel PERS Company,” Ritch Haselden, vice president of sales for Essence USA, talked about best practices for developing a PERS business. Before working for Essence, Haselden was with ResponseLink, PERS provider in the U.S., in charge of the company’s revenue creation.
Affiliated VP Daniel Oppenheim asked Haselden about who the most important first hires for a PERS company would be, “I would have a very strong operational person and a strong marketing person.”
He stressed the importance of finding a person who is in contact with seniors who were potential customers, and believed the system could help them. Haselden said he would take the effort of "Making sure that we knew that they cared about the customer."
Haselden also advised spending time “looking at referrals that were coming in and where they were coming from."
I thought it was a very informative conference, with lots of knowledgeable people in the PERS side of the industry. Catalyst will be in Florida again next year, also in May. It’ll be a special one, Affiliated founder Stanley Oppenheim said, as it will coincide with Affiliated’s 40th anniversary.
Wednesday, Day 1
The first day started off well for me, I got to have breakfast with Keith Jentoft, who is now part of the integration team at Honeywell following the company's acquisition of RSI, and David Stang, founder and president of Stang Capital Alliance.
Zydor, as the event's emcee, started by giving an overview of the conference, saying that it is now "the largest PERS conference ever." He also underlined the value of networking at Catalyst, "We believe that the relationships that you create over the next few days are just as important as the content." Zydor backed this up by having each attendee in the room introduce themselves.
Zydor then handed the microphone to Affiliated VP Daniel Oppenheim, who projected a bright future for the PERS industry. He said that in 2030, just 14 years away, there will be 72 million people in the 65+ demographic, and these new seniors might be more tech savvy, given the current 30 percent prevalence of smartphones in the age group. He addressed mPERS. which has an average sign up age of 78, compared to traditional PERS' average age of sign up at 81. "'That is a meaningful reduction in years," he said. "Mobile PERS are bringing in younger users that will stay with us longer."
Oppenheim then announcce CareAlert priority group chat, a new offering exclusive for Affiliated dealers. When a PERS user activates their system, Affiliated's monitoing center sends out a text message to as many as four family or friends of the user. The text message contains a link that opens a group chat between the recipients. The recipeients can then discuss the user's condition, and even hit the 'On My Way' button, to let the other friends or family members know theyr'e headed to check on the user. This software was developed entirely in-house.
The first session was the conference's first executive spotlight, "The Complete Guide to Building a PERS Company," featuring Geoff Gross, CEO of Medical Guardian. He said he focuses on culture and picking the right people. "When you go through the wrong people, you learn how to hire the right people," he said.
He also spoke about hiring Florence Henderson, the actress who played Carol Brady in The Brady Bunch, as the company's spokesperson. Gross said that Henderson had some apprehension, not wanting to be portrayed "on the floor crawling around in bad shape." Gross said this was perfect, Medical Guardian wanted to let customers know that not ever PERS user is in failing health.
The second session was "Benchmarking: Is Your Sales Technology Holding You Back?" with Moderator: Matt Solomon, Affiliated director of software solutions, and panelists Nick Delis, Five9 regional VP enterprise sales, and Michael Marks, Perennial Software, co-founder. Solomon introduced the session by saying, "You can't be a successful sales and marketing organization if you don't have the right tools." With phone calls as such a big part of the sales and marketing job, companies need to monitor that activity, and that's one of the things that Five9's cloud-based software does. Marks said that CRM is made up of two components, the initial sales and then keeping the customers happy. Perennial's offerings include AlarmBiller and SedonaOffice.
For the keynote presentation, "Managing in the Majors: Running a Big League Team," Bobby Valentine, a former professional baseball player and manager, got onstage to discuss his views on forming a team. Valentine first addressed the idea of luck and the role that plays, "If we all think it's about us ... I think we're making a mistake." Being in the moment is crucial, and that means that means to enjoy what you're doing now because you don't know what's going to happen later." And respect is key, "Teams that win understand respect, and the individuals usually respect themselves, respect the competition, and respect their teammates."
I arrived this afternoon in Naples, Fla., to attend Affiliated's new PERS conference Catalyst, focused on the sales and marketing of PERS systems. The event began with a nice reception, where I got to catch up with Affiliated's managing director Mike Zydor and president Stanley Oppenheim. It's interest to see people gathered from all sections of the industry; PERS manufacturers, PERS dealers, those involved in insurance around the industry, and professionals from the banking world.
I met a lot of people tonight, but want to highlight a few. I enjoyed meeting Cathy Rempel, president of the California Alarm Association. It was nice seeing Yaniv Amir, president for Essence USA—which recently won an ESX Innovation Award. I had a great conversation with Chris Masse, technical sales manager, US corporate accounts for Tyco Security Products. He told me about how the smart home works well for a PERS user, such as automating lights to help users that have difficulty moving. I also got the chance to speak to Scot McGehee, director of operations for Climax.
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