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Dart
Security Systems, Inc. Woodbury, New York In less than two decades,
the security industry has evolved from a mechanically supported "hardware"
trade into a highly competitive, computerized field with operations of virtually
every size and composition. Ten years ago, security system dealers and installers
knew who their competitors were and were able to compete on a  "level
playing field." Today, long-standing members of the industry are being challenged
by upstart non-alarm companies who have incorporated alarm systems and central
station monitoring into a full range of consumer and business services.
Established security companies must adapt to new technologies and new system
components or risk falling victim to the industry's progress. One example
of adaptation can be seen in the changes and growth of Dart Security, a
Woodbury, L.I. based company serving Nassau, Suffolk, and the metropolitan
area. Ben Cirlincione, Dart's General Manager commented on
the changing trends in the industry, "In the past, if your customer had
a problem, you would make a service call and physically adjust a relay or
another component. Today,  there's
very little repairing - it's more actual replacement." Asked how Dart Security
has responded to these changes, Cirlincione said, "Years ago, the industry
was more mechanical and the servicemen we used had to have good mechanical
skills. Today, they still need those skills, but without a good understanding
of computers, technical equipment, even basic programming, they can end
up on a job and have a real problem getting a system to work." Since 1974,
when Cirlincione acquired the company, it has grown from less than 100 customers
to a region-wide client base of more than 1,500. While Dart's ratio of residential
to commercial clients is currently 60/40, Cirlincione would like to reverse
those statistics. "Our biggest customer is New York State, and we serve
state facilities as far away as Putnam County. Commercial and Institutional
projects are always going to be bigger than residential ones." Cirlincione
first became an independent businessman at age 19. At 32, he underwent open-heart
surgery and was forced to consider buying a small business to operate -
one, which would be relatively stress-free. "For the first few years, we
had no problem supporting our  customers,
and we made a good living. But when the '80's hit, the business really began
to take off. All along, the idea was to keep the business small. Now it
was becoming stressful trying to stop it from growing by leaps and bounds."
And while the 1980's proved to be a prosperous period for many members of
the security industry, it was the decade when the tools of the trade began
to change as well. In 1980, less than 10 percent of homes had any type of
fire protection. Today, majorities are equipped with over-the-counter smoke
detectors. In 1980, the only business qualified to install alarm systems
was an alarm company. Today, homeowners and even businesses can visit their
local hardware store and purchase a "system" for a fraction of its prior
cost. The marketplace has become even more clouded by some rather unlikely
competitors. If you had told an alarm dealer ten years ago that his competition
would one day include catalog stores and oil companies, he would have probably
thought you were crazy. "Today, home security systems have become loss-leaders
for companies who want to sell you everything from heating oil to kitchen
cabinets", said Cirlincione. Cirlincione's feelings are not uncommon. As
Secretary of the Long Island Alarm Association, he has seen the membership
become more stringent in the definition of the type of business that qualifies
to join the organization. Nonetheless, whether they are members of the association
or not, the new entries into the marketplace have made it more challenging
for everyone. Under this scenario, the best way to distinguish one company
from the next is by the quality to the service they provide. "Anyone can
install these new systems", said Cirlincione, "but the one thing that makes
Dart Security different from the next company is our service. More than
anything else, my list of satisfied customers is the most valuable asset
I have." Dart's nine Field Service Specialists are supported by three in-house
administrative staff members. They are all experts in numerous aspects of
the home and commercial security industry. Whenever manufacturers or other
industry authorities sponsor training or seminars, Dart Security makes every
effort to send as many of their staff as possible. If the 1980's were the
decade of industry growth and innovation, perhaps the 21st Century will
prove to be "Survival of the Fastest." Like Dart Security, those companies
will survive if they achieve two goals: First, they must be prepared to
offer the customer the best possible service and attention. Second, they
must have the ability to respond not only to changes in technology, but
also to changes in competition and marketing strategies. These are the ones
who will still be around as we begin the next century. |
