Why selling security detection equipment is unique.

How many of you (security detection equipment tech CEOs) wish you’d have built an AI photo enhancer app instead?  Come on. Admit it.  

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Security detection company founders have one thing in common:  they like HARD. 

The security market isn’t like others.  Sales is a war of attrition.  In regulated sectors, equipment can take a decade to certify.  Fund-raising is hard.  

BUT, there’s impact.  There’s a clear WHY. Keeping people safe and secure matters, and there’s immense satisfaction in building a new piece of tech that detects harmful items that other systems would usually miss – or that’s more effective in keeping people safe and may help save lives down the line.  

Having helped dozens of security detection tech companies with go-to-market over the years, we’ve summarized some of the challenges unique to these businesses:

The regulatory context matters.

In aviation security (and ports & borders, to a lesser extent), products must meet complex detection standards before they can be sold.  These detection standards can differ from country to country, creating a patchwork of requirements to navigate and requiring clearances for internal teams to access more sensitive details.  Moreover, formal qualification processes can take years and delay go-to-market activities for new products –putting some companies out of business if they don’t hedge and run after unregulated sales in parallel.  

Most buyers are inherently reactive.

People buy alarm systems after they’ve been burglarized.  Same goes for security detection equipment buyers.  In unregulated markets, customers do not invest in screening equipment unless there is a known vulnerability and/or after something happens.  In regulated markets, buyers invest when regulators tell them they need to (with the exception of forward-leaning security actors).

Fragmented market.

The security needs of each industry – transportation, ports & border, retail, government, etc. – differ in many ways, and are not always straightforward. An airport might prioritize advanced imaging systems, for example, while a corporate office might only require access control. Moreover, one government regulator might require buyers to use a next-gen system while a government regulator in another country might require something else.  Countries levy requirements and standards based on their own threat picture – which can be difficult to navigate in periods of enhanced threat.

Complex procurement processes.

Security equipment buyers are often federal, state, or local governments or large enterprises.  Procurements can take from 12-24 months, and often require proofs of concept.  During this time, requirements can change –with sales processes starting over again. It’s not for the faint of heart (and ill-advised to put too many eggs in one basket).

We have spent almost a decade assisting security detection companies navigate these challenges.  If you are interested in learning more about our services, please get in touch.

#avsec #securityinnovation #detection #newtech #gotomarket#lamlha

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