Dynamark CEO optimistic for new year

HAGERSTOWN, Md.—Throughout the past year, Dynamark entered some new areas: it moved into a new 24,000 square-foot facility, launched a funding program for its dealers, and entered the mPERS space through working with Numera's Libris device. Company CEO Trey Alter looks ahead at 2017 as the “year of improvement.”

“This year our theme is it's all about service, both for Dynamark customers and helping our dealers provide better service to their customers. It's easy to create accounts in this industry, but it's hard to fulfill the expectations of the customer,” Alter told Security Systems News.

“It's a more competitive marketplace than it's ever been,” Alter said, pointing to the cablecos and DIY offerings. “[We're] trying to help our dealers understand that it's going to take more each and every year to both get new customers and keep the customers you have.”

The company grew by 36 percent in 2016, which is somewhat consistent with Dynamark's previous growth according to Alter. He also said that dealers have been showing interest in the new funding programs since its release.

The company previously said that it is looking to acquire another central station, and Alter said it's a “must do” for 2017. “We're very focused on finding a second central station this year—whether it means opening a new location or purchasing an existing location—and adding it to Dynamark,” he said.

“I think, ideally, we'd like to see something more in the Western market; but, we would never overlook a quality central station,” Alter said. Purchasing an existing central, instead of building one, “gives us the chance to meet a bunch of new dealers, to roll out some new technology to them, and to just make more relationships.”

What is the company looking to improve on? “Helping dealers understand early warning signs of bad customer behavior.” Alter gave a couple of examples, “If your customer's not arming their system, and has not done so in a month, they will cancel on you—earlier than you'd like them to—because it means they have not found value in the system.”

Alter continued, “If you are not talking to your customers about the new offerings, about the camera systems that are available today, about the ability to integrate home automation devices, someone else is going to take your customers.”