Dynamark launches account acquisition program

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Wednesday, August 1, 2012

HAGERSTOWN, Md.—Dynamark Security Centers, which got back into the monitoring business by opening a new central station here last September, has rolled out an account acquisition program with no monthly minimums to give dealers more operational flexibility.

Dynamark also handles bulk acquisitions and has third-party monitoring on its “a la carte” service menu, allowing dealers of all sizes to choose the options that suit them best, said Tom Piston, vice president of sales and marketing.

“Our dealer program has been offering lots of different things, but up until now we hadn’t been into the account acquisition mode of it,” he told Security Systems News. “So now we’ve rounded out the program more by allowing our dealers to sell us their accounts if they want.”

Account acquisition has become a big part of the security market and a lot of companies are doing it, Piston said, but many of the ongoing purchase programs lock in dealers with monthly minimums.

“For them to keep buying accounts from you, you need to sell them a certain number of accounts, month in and month out,” he said. “With our program, you could sell us five this month and not again until next year, and then do another five accounts. You don’t have to keep selling them to us on an ongoing basis.”

Guy Kline, who joined Dynamark in July as senior VP of sales and marketing, said the company’s service strategy reflects the “life cycle” of the industry.

“We’ve seen collateral industries getting into security because of the health of our industry, even when times aren’t so good—electrical contractors, HVAC companies,” he said. “We’re also seeing guys who got into this thing 10, 15 or 20 years ago who are maybe having a difficult time keeping up with the new technology. So we’ve put into place programs that address both parts of that life cycle: Bulk acquisitions to assist the more mature dealers exit the business to reap the benefits they should enjoy, and also programs to help the newer folks get in the industry and compete with a lot of the national players that are out there.”

Dynamark Security Centers includes Dynamark Monitoring, which earlier this year received Five Diamond certification from the Central Station Alarm Association, and the First Action Security Team, which supplies security products and training to its customers.