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Knowing Your Target audience

Getting support for physical security upgrades typically means communicating the specific problem, its impact, and a clear solution. Your role as your customer’s access control expert resource is to make sure they understand the right information to present. The “right” information depends on who your customer is presenting their case to. Company owners and high-level executives are typically interested in the impact of new technology on the bottom line. Coach them to frame their request for security upgrades in a format that clearly describes benefits aligned with the total cost of ownership and ROI.  

When communicating to upper management, here is what you need for a successful outcome: 

  • Detailed analytics that support their recommendation. Example, an upgrade to mobile credentials, means a decrease in time loss and a reduction in lost or stolen employee key cards  
  • Information on current major news events within their industry, especially when they support their position
  • The implementation process of the upgrades as well. In our survey, security professionals mentioned that a phased implementation may appeal to executives. Phased implementation allows for your organization to implement essential upgrades and receive benefits while deferring the total outlay of expense 
  • Allies: Your customers need to get IT on board by showing them the low IT maintenance and integration capabilities a cloud security upgrade provides. Additionally, integrating physical security with other employee management systems reduces the need for IT resources 

Offer your customers this template to identify their target audience, the role in charge of the purchase decision and their concerns related to the project proposal:  

Target Audience


Role on Purchase Decision

IT Department

  • Quality and practical/functional aspects of a product or service
  • Physical and cybersecurity  
  • Influencer
  • Assesses the technical specifications and impact to network security
  • Identifies whether or not it will meet the technical and security needs/demands of the business

Finance Department

  • Vendor Management 
  • Cost
  • ROI / TCO  
  • Approver
  • Identifies affordability and potential operational inefficiencies
  • Finds next best alternative (price) decision  

Your Boss

  • Quality and practical/functional aspects of a product or service
  • Staff efficiency and security  
  • Approver or Sponsor
  • Assesses the products ability to properly secure the business without causing operational inefficiencies
  • Determines match with business culture and operations more broadly 

Management Team

  • Purpose of the solution for the business - what problems is it solving?
  • Meeting business security objectives
  • Resource allocation for new solution
  • Approver 
  • Ultimate budget authority  

Download our FULL TOOLKIT TEMPLATE for physical security technology investment and build your access control technology business case now.  

Access Control Upgrade: Who, what, when, why, and how? 

Help your customers when it comes to anticipating questions and feedback from their audience. It is a good way to help gain their support. Your customer’s audience may misunderstand or misinterpret the concepts, challenges, problems, requirements, timelines, and solutions they present. Help them prepare answers to “who, what, where, why and how” questions, in order to establish more confidence in the plan and their ability to execute it.  

Common questions they should have answers for include:

  • What is the new technology, and how does it impact my audience?
  • What problem(s) does it solve, and how do those problems impact my audience?
  • Why does my audience or the organization need this right now?
  • Does your solution solve your problems? Your whole team’s? A few different team members’? Customers’?
  • What exactly is being lost without the new solution? Why should your audience care? (Time?)
  • What are the basic security system requirements?
  • When should this project start and end? Why?
  • What does success look like?

Provide your customers with this template to organize their answers and include their input::


Access Control Technology Investment (Example)

Your Input

What is the new technology, and how does it impact my audience?

Cloud-based access control 

  • Allows central management for multiple locations, restricted areas 
  • Provides real-time activity log 
  • Integration to video surveillance 
  • Alleviates on-site server vulnerabilities and IT resources

What problem(s) does it solve, and how do those problems impact my audience?

  • Limited facility traffic information
  • Separate software for human resources employees information
  • Time waste on administrative task
  • Hard to manage multiple locations access as it requires several management platforms


Why does my audience or the organization need this right now?

On-site server systems are outdated 

  • Requires separate magagement for each location  
  • Offers little protection 
  • Expensive to maintain  


Does it solve your problems? Your whole team’s? A few different team members’? Customers’?

  • IT department spends too much time fixing the current access system
  • Store and security teams can't track employee access 
  • Inventory is vulnerable to theft

What exactly is being lost without the new solution? Why should they care? 

  • Server mantainence cost
  • Time spent in administrative tasks
  • Inventory loss
  • Employee access tracking


What does success look like?

Cloud-based access control 

  • Allows for integrations 
  • Enables organizational flexibility 
  • Provides easy multiple site management


Download our FULL TOOLKIT TEMPLATE for physical security technology investment and build your access control technology business case now.  

Find Internal Allies help get your customer’s project off the ground 

Help your customers determine who within their organization will benefit from a new access control system, and get them on board. IT, human resources, facility or property management, security management, and sales are all potential beneficiaries.

  Security impacts the whole company, whether employees are aware of it or not. Getting cross-functional support for their security technology initiatives increases their chance of convincing upper management. By having multiple departments weigh-in they can clearly demonstrate the widespread impact of the proposal. If you help your customers build a real business case and create cross-functional support before presenting to executives, their naysayers will stand alone. An easy way to keep track of supporters and, more importantly, skeptics is to create a list of each department within the organization and list the main benefits for each person.  


Benefits of New Access Control System


Human resources

Sample benefits: Request card and access to employees in one place

John Smith - Director Human Resources


No server, Cybersecure, No backups, No Updates.

 Alicia Jones - IT manager

Then create a list of your skeptics and itemize the reasons they may be skeptical of your initiative and mutually beneficial opportunities.


Reasons for Skepticism

Arguments to Persuade

Human resources

Human Resources currently doesn’t provision employees; new system would add provision credentials to their credentials. 

It will be a new responsibility, but it will be extremely streamlined so that it should not require significant time or resources.


Just spent year-end budget dump on new IVR system; wants to wait until next quarter.

Set up the meetings and planning now to launch in aligned timeline.

Download our FULL TOOLKIT TEMPLATE for physical security technology investment and build your access control technology business case now.  

Coach your customer’s to think in terms of the bottom line

Make sure your clients understand that successful technology investments have a direct impact on the bottom line. Technology investments that are delivered on time and on budget lead to increased revenue, efficiencies, and more satisfied repeat customers for their business. Improvements in process and efficiency reduce time spent on routine tasks, which equates to more time spent on valuable work.  

Your customers’ challenge is to find their own real-world scenarios that demonstrate the value a new access control system would bring to their organization.  

Some areas to explore include:  

  • Time Savings: CCloud-based access control can cut hours of administrative/operations time. For example, decrease security status meetings from weekly to monthly, saving three hours per month. Over a year, you would have saved 36 hours. Multiply that by the number of people on the team.
  • Business Loss Reduction: Cloud-based access control can also reduce business loss due to time card fraud. Time card fraud starts out small and quickly becomes a big problem. An access control system log hourly employees’ hours automatically as they enter and leave the facilities. If those employees currently log their time in a tracking tool manually, then the technology update will track time more accurately and reduce time card theft. Listen to the head of security for a national distributor of automotive products with 150+ locations explain how he drastically reduced time card theft, inventory loss, and rekeying costs through cloud-based access control.  
  • Increased Revenue: An access control technology upgrade will help maximize the team’s productivity and potentially create new revenue stream. For example, implementing access control allows a membership facility (fitness center, club, associations, etc.) to offer 24-hour service without adding new front desk or security personnel. In turn, that facility can charge members with 24-hour access more, creating additional revenue for the company.
  • Increased Capacity: Cloud-based access control helps improve team capacity. To calculate this impact, look at the number of units (e.g. billable hours, projects) that the team currently produces over a certain period of time. If capacity was increased by 10 percent, how much more could the team produce?  

Use this template to pinpoint your bottom-line impact: 

Business Objective

Access Control Investment Metric

Target Group

Benchmark Measurement

Improve operational efficiency

Time saved


Example: Current status meetings take 240 hours a year

Access control to save 180 hours a year. US$5,940 dollars saved 

Increase profitability

Reduced business loss


Example: Time card fraud estimated: US$28,665 

Access control to reduce 75%. US$21,498 saved 

Increase profitability

Increased revenue

CEO VP of Sales  


Example: membership charge US$100 monthly  

Access control to increase membership to US$120 with 24-hour access, expect 30% adoption 

Improve customer satisfaction

Improved tenant access flexibility

VP Customer Service  


Example: One tenant call a week about access issues

Access control to decrease 10% of customer service calls 

Value of Intangible Benefits: Your customers much understand that there some benefits are harder to quantify, but that intangible benefits have the same significance as the quantifiable aspects on their business. 

Intangible benefits include:

  • Improved customer satisfaction and loyalty
  • Improved engagement and lower stress for employees
  • Better management and data
  • Less time performing repetitive tasks  

Saying “We have the opportunity to make our security operation more efficient, reduce repetitive tasks, and lower building costs,” starts a very different conversation than, “I’d like to have this new cloud-based access control system.”  

Whether your customers use one or all of these tactics to show the impact an access control system can have on the bottom line, the most important thing is to present enough justification to secure an approval without overwhelming their audience.  

Also, help them be mindful to not get carried away with uncertain savings estimates and tying monetary savings to intangible ROI to prevent executives from dismissing their calculations.  

Understand your Access Control Investment ROI

Most technology investment decisions are budget driven, so it’s critical to help your customers demonstrate a reliable return on investment to get executive buy-in for your access control upgrade.  

The initial cost of a physical security solution is just that, their initial cost. Maintenance, operating costs, and upgrades all add to the final cost. Any analysis of a proposed investment should include the cost to purchase and support and maintain the equipment and programs.This gives you Total Cost of Ownership (TCO). Show them our guide on How Software As A Service (Saas) Lowers The Total Cost Of Ownership (TCO) For Physical Security Systems to help them learn more about this important calculation. 

TCO = Cost to Buy + Cost to Install + Cost to Operate + Cost to Maintain  

The TEMPLATE TOOLKIT in step 4 for physical security technology investment calculated the bottom line impact and dollarized it. That dollarized outcome leads to their ROI.  

ROI = (Monetized Economic Value - Product Cost)/Product Cost  

Here is an illustration of this principle, based on a retail company with over 150 locations

Business Objective

Access Control investment Metric

Current Annual Cost

Estimated Reduction in Cost

Estimated Annual Monetized Economic Value

Increase profitability

Lost Inventory

Time-card fraud















Could-base Access Control

1st Year Cost of Ownership


Estimated Annual Savings


1st Year ROI


Annual Operating Cost


In our recent survey: Best Tips for Getting Security Budget Buy-in, respondents suggested that proving ROI was key to getting executive buy-in. Your customer’s can calculate theirs using our ROI calculator



Download our FULL TOOLKIT TEMPLATE for physical security technology investment to help build your customer’s access control technology business case now. 

Our Brivo security experts are available to help you showcase the extra value of cloud-based access control for your business.

Get Your Customer’s IT Dept. On-Board Early On 

Once your customers have identified their allies and defined their skeptics it’s time to build a coalition that will generate organizational buy-in on a larger scale. In step 3, there is a template to help recognize allies and skeptics and state benefits to each. Now it’s time to identify where the IT department stands. Is IT an ally, skeptic, or on the fence?  

Here are some key arguments for cloud-based access control relevant to IT:  

  • Remote management: Administer the solution via web browser or mobile application; issue or revoke access rights with your mobile device.
  • Integration capabilities: An open API allows for integrations with other systems, including human resources, membership, and facility management software.
  • 3rd-party hardware compatible: Compatible with products that fit your business needs, like cameras, door hardware, readers and routers.
  • Scalable: As your company grows, and the needs of the business evolve, you are not limited to a number of users, doors or locations.
  • Customizable alerts: Delivered via text message and email for critical events as defined by the user. Reporting: Make decisions based on data and prepare for security audits
  • Cloud storage: Access and video data are never compromised and are always available
  • Automatic firmware and software updates: No dedicated IT staff required
  • Cyber secure: Your access control system cannot be used as a proxy to get into your network
  • No servers, backup servers, maintenance, updates or dedicated IT resources  

Check out this infographic for additional information on IT benefits with cloud-based access control.  

Lower TCO: How Software As A Service (Saas) Lowers The Total Cost Of Ownership (TCO) For Physical Security Systems.

Use this template to organize the key arguments based on your specific situation: (Example assumes a fitness center with multiple locations and an undecided IT department)  

Is Your IT Department an Ally, Skeptic or Undecided?

Skeptic - Persuade

Ally - Mobilize

On the fence - Advise

  • No servers (purchase or maintenance)
  • No IT employee required by location
  • Remote management
  • Open API to integrate with membership management system
  • Fewer IT resource hours needed 
  • Scalable solution in line with current company growth strategy
  • Read our Fitness case study (bonus)

In our recent survey: Best Tips for Getting Security Budget Buy-in, many respondents offered, “involving colleagues in pitching the access control technology investment,” as their the “tip” to success.

I suggest starting an open-ended discussion with those that are in the executive positions. Show them the security gaps of your current security system and how a security technology investment will close those gaps. Property Owner, Multi-Unit Facility  

Download our FULL TOOLKIT TEMPLATE for physical security technology investment and build your access control technology business case now.  

Support Your Customer’s Present the Results to Stakeholders 

Our recent survey highlighted the importance of including concrete results and comparisons in your presentation to stakeholders.  

Your customers must be positive, confident and concise. Lead with the conclusion – give them the bottom line first. Next, briefly outline the business problem the new technology will solve, and how. They should not give a comprehensive list of features. Instead, they need to talk about tangible, relevant benefits to the business. They should share a timeline, including how long it will take to roll out and how much training will be needed. Be sure they finish with the projected financial benefits (ROI). They can calculate the ROI of moving your physical security to the cloud here.



Opening Statement

Give them the bottom line. Example: Moving to a cloud-based solution will save us $XXX yearly in inventory loss, wasted time, and operational inefficiencies.

Business problem 1

  • Solution to business problem 1 through the cloud solution

Business problem 2

  • Solution to business problem 2 through the cloud solution

Business problem 3

  • Solution to business problem 3 through the cloud solution


Show what needs to be done for the transition, and who needs to participate. 

  • Meetings with solution vendor to understand how to implement the solution 
  • Does IT need to be involved - what is a realistic timeline for them?
  • Time for hardware installation and system set-up
  • Training time for users and administrators 


Calculate your ROI here for a general breakdown of how a cloud-based solution can impact your bottom line.

  • Rekeying costs
  • Wasted time of employees
  • Inventory shrinkage 
  • And more 

Their presentation should include their business’s objectives and how a new access control will impact them. Our template will help you to visualize and quantify those benefits for your organization. Be sure to outline difficulties that your business has faced in achieving those objectives, and why finding a new physical security solution would benefit the company.  

Other things to consider adding to your presentation include:

  • An introduction to cloud-based access control.
  • Financial calculations, including total cost of ownership and return on investment.
  • A proposal of your timeline for access control evaluation and implementation.
  • Suggested change management procedures to gain company-wide buy-in. 

Set up a Follow-up Meeting

Follow-up meetings are important to make sure all stakeholders are on the same page and to ensure their questions and concerns are all addressed.  

Before the project has buy-in, your customer’s follow-up meetings should:  

  • Present further research to address questions
  • Offer insight into the current system’s vulnerabilities. They may want to stage a fake breach to see where your current system is lacking
  • Keep their project top-of-mind with their stakeholders  

Once the project has buy-in your customer’s meetings should:  

  • Kick off the project with responsible parties and make assignments
  • Discuss next steps in the adoption process
  • Share project updates  

Almost 80% of respondents to our recent survey agree that executive buy-in is very important to successfully upgrading their physical security. Your customers know they need an upgrade and you have showed them the benefits that come with cloud-based solutions. The key is to get their stakeholders to understand how crucial these benefits are to the efficiency of business operations and the security of the organization.  

Download our FREE TEMPLATE FOR BUILDING A BUSINESS CASE for physical security technology investment now.  

If you’re interested in seeing how the Brivo solution can add value to your organization, contact a Brivo expert now. 

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