We explain how it is possible to generate a shopping experience with a single trusted supplier.
By: Hugo Treviño*
Security has different components that must work accurately to ensure that the end user is fully protected. But it is not only sought to improve security indexes, but also to provide an integrated service that, of course, is totally profitable for the providers of these technologies.
In this quest to improve the customer experience, it is common for integrators focused on access control to have left aside the credential printing service. And it is that most of these professionals understand that a special device is needed to print the cards, but they do not know that the user values and appreciates having a single trusted provider that offers both solutions.
Due to this situation, we currently find a market that specializes in the search to print the access control card and that makes the user have to choose to have a single supplier naturally leaning towards the professionals specialized in printing.
The potential of card printing for access control
Card printing is paramount for access control integrators because it is a complementary service, which means that for them it is not only about the engineering, integration and installation of the system, but about ensuring the permanent service of card printing. This allows the user to budget properly by considering the cost of the card and the maquila, or the printing tape in case he decides to buy his own printer.
However, and although it is clear that this is a great opportunity to offer a better user experience, many integrators consider that implementing a parallel line of business to expand their portfolio towards the issuance service or the sale of printing equipment implies making a large investment of resources and personnel. Currently there are devices that work intuitively and solutions in which printers are complemented by software that allows easy operation. An example of this is HID Global's FARGO line, which since 2006 has been presenting efficient and high-performance solutions for both integrators and end users.
However, if you want to increase the number of professionals, this measure could be assumed in two ways:
1. If the integrator seeks to offer the printing service, he could hire a graphic designer to support this work.
2. If you choose to sell printers, it is advisable that one of the support technicians is trained in repairing such equipment.
Taking the first steps in the market of the printing of badges
One of the most common doubts when embarking on this path is related to the training that could be required by access control integrators who want to venture into the card printing market.
In my experience, for an access control integrator who is an expert in security, implementing different solutions and platforms should not be difficult, and more if you take into account that – as we said before – there are currently totally intuitive solutions, which only require the integrator to take a course or a technical certification that is usually taught by the manufacturer of the same.
And how can these integrators participate in expanding their services to deliver credential printing? This is a really easy and simple process: looking to issue the cards they currently offer in their projects. The initial step is to have a conversation with your users and ask them how they are going to print their access control cards. Possibly at that time the customer does not have the need to generate their credentials, but the message that the integrator conveys when asking this question is loud and clear: "We can also find the printing complement for the credential that you are acquiring with your same provider".
Fully convenient integration
When talking about an extension of the service, it is natural that the next question is directed towards the benefits that both the user and the access control integrator will have.
The user will benefit automatically because they will have a trusted single provider that really knows the access control solution and is aligned with the security of the institution, thus preventing an external credential printing provider without the necessary experience from being able to market cards that may not work properly, or not comply with the company's security guidelines.
In the case of the Integrator, as I mentioned above, this incursion can be done in two directions (offering the maquila service or marketing the respective equipment). Whatever path is taken, we can say that profitability is significant and convenience is evident.
Have the right support
Integrators who want to take the step towards printing credentials must have the support of the manufacturer so that they can move forward in this process.
In the case of HID Global, the support we offer is part of a technical and commercial training, since we not only support the operators so that they are able to repair the printers, but we train the commercial area so that they can better understand the concept, the business and the product they are offering.
On the other hand, we have several programs where we provide support to integrators so that they can acquire printers for their own use at a special price, so that they have a sales tool.
HID also has a partner program that helps the brand's allies develop their potential, with access to special documents, marketing funds and invitations to exclusive events.
But not only the integrator benefits from this expansion; of course, the end user is also favored, because by receiving all the services from the same access control provider, they will be able to improve the support responses and guarantees. In this way, if any problem arises, the integrator can answer for both solutions and with the support of the manufacturer.
Thus, the integrators of access control solutions should not continue to let it get out of hand to offer the printing of credentials that, in addition to being devices that are part of the security strategy of their end customers, opens for them the possibility of closing better deals and, of course, provide more complete care for its users.
* Hugo Treviño is HID Global's Regional Sales Director for Secure Issuance for Mexico, Central America and the Caribbean.
