Month: February 2021

How did you get started in the locksmith trade?

This is a 3rd generation owned business going back to the 1930s, we used to be called Spokane Safe and Lock. My grandfather had purchased an existing lock shop and in the 1960s we incorporated as Allied Safe and Vault and evolved from there, eventually began manufacturing our own safes that we called Allied-Gary and they were renown through the US – primarily banking equipment and commercial security. That was back in the 80’s when I joined and got to travel around and call on customers.

What is unique about the needs of your customers?

They’re people with something of substance to protect – not everyone is a gun owner – so they might be protecting jewelry, family heirlooms, art, collectibles, paperwork and important documents. And that’s the older generation.

We have a lot of people that want to come into our store and want to touch and feel.

Today we’re seeing more younger couples with more discretionary income and they want to protect that.

What has made your business successful over the years?

Our business further evolved, and we got into electronic security – alarm systems, video systems, access controls – that kind of thing. I eventually became president and over about the next 10 years the alarm-comm industry dramatically changed. It was like riding a bucking bronco!

The Amazons, Apples, Google’s, Rings and Comcasts of the world were taking over the vast majority of market share and…I was worried I wouldn’t be able to compete…So in 2018 I sold the electronic side of the business and the buyers did not want e-commerce as a part of the sale. I had got the e-commerce side of the business up and running back in 2007 and was doing quite well so I was very pleased to know the buyer would carve that out. We moved into a new location in March 2020, just as the pandemic was hitting. Fortunately, being an online business allowed us to work from home and we not only survived but thrived as people became increasingly concerned about security and safety.

Jay doesn’t come right out and say it, so I’ll do it for him –he’s an innovator and trendsetter. So modest, Jay. 

We have also invested in people – that’s a big market differentiator – they understand security and understand safes.

What challenges has the industry faced over the last 5 years and what adjustments did you make to your business strategy to overcome those challenges?

COVID has changed our business for sure – people are a little wary of going into places, so the majority of our sales have shifted online.

What industry desperately needs security and what market would like to break into next?

Cannabis retail. We’ve been to a few conferences, and are learning more about the audience there. There are a lot of points of vulnerability in that kind of business, and many times we’ve seen cannabis retailers make an [uninformed] decision about the level of protection they need because they’re being forced to by local regulations. They’ll often times buy a low-end gun safe when what they really need is a TL- safe.

What are common misconceptions people have about the type of safe they need and how do you provide them the education to make the right choice?

Even with the internet and all the information out there people still make [uninformed] decisions. They think “how hard could it be to buy a safe, right? It’s a metal box.” And they’ll call us up and start immediately asking us about dimensions and pricing. And they’re really missing the point. And we try not to overwhelm them with information – because it’s a lot! So what seems like an easy decision is really a complex one.

And that’s another differentiator for us. We’re not just a bunch of guys working out of a garage, who don’t really understand safes, but we’re going to pretend like we do. We actually spend a lot of time getting to know our customers and internalizing their needs and challenges so we can help them buy the safe that’s right for them.

What is it about AMSEC that compels you to do business with them?

Well, it’s a great name! And we’ve been a dealer of American Security safes since the 1960s. American Security has grown in over the years like we have and established a name for themselves among people who know quality safes. American Security provides a wide variety of safe solutions to fit just about any need.

We get a lot of requests for custom safes and American Security is so responsive! Your engineering team send us over drawings when we need them. There are several companies who manufacture custom safes but American Security has been doing it longer and doing it better. And your pricing is competitive.

Thank you, Jay!

To inquire about the kind of safe right for your needs in the Spokane Valley, WA area, call on Safe & Vault Store.

How did you get started in the business of safe dealing?

Northwest Safe was started 33 years ago by my parents who were actually farmers at the time. They started off as consumers. They were looking for a solution in this area and found that there just was not a lot of options available. They couldn’t find what they wanted. They couldn’t get the service they wanted. They just were not happy by what was available in this local area. It was obvious that there was a need for this service, the demands and needs were not being met. So that’s how my dad started – it was just a side job and grew from there.

What is unique about your customers’ needs?

We started off catering to farmers, ranchers, sportsmen, and that was the majority of our business for years.  Over the years we have grown and expanded to meet the needs of those in the commercial marketplace as well.  I think people are just, in general, you know, looking for reliable safe options – and so we sell them the option that’s right for them. More and more of what we do has been on the commercial side. Here in Washington the retail cannabis industry is pretty robust. So those customers are typically looking to protect product, money, and guns.

What do you think has made your business successful over the years and how did it transition from a side job to a full-fledged enterprise?

We’re in this for the long haul! Every business makes mistakes but we have a really loyal customer base that has helped. I think one of the ways we obtained that loyal customer base first and foremost was that we wanted to make the customer happy, not simply make a profit. We know that if we make a customer happy, the profits are going to follow from that. Too many companies are focused on profits and say will say that can’t do XYZ because they won’t make any money. That’s not our focus. If mistakes are made, our focus is not on turning a profit any longer; instead, it is on making things right for the customer. And I think that has helped set us apart.

I think that’s very much in line with the values of American Security because your mission is really to protect what other people you know hold the most valuable.

What about American Security makes you want to do business with us the most?  

I can’t think of another manufacturer that has solutions for so many different people and with the same attention and quality the detail at every level.

What are the some of the misconceptions people typically have when they’re shopping for a safe for the first time?

There’s a variety of levels of education people have about safes. We have several tools on our showroom floor that I use to demonstrate the difference in construction between the various models. I show them safes that have been drilled, pried open and been through real fires. American Security does a great job of providing us with educational materials as well demonstrating the difference between their DryLight fill material and the standard drywall filler.

Customers are typically drawn to the really flashy models, the ones with high gloss finishes, and I help them realize that they’re not just for protecting guns – they’re going to use it to store important paperwork, home electronics, heirloom jewelry and other valuables.  So when they originally come into our showroom they’re thinking small and I show them how quickly they can outgrow a small safe.

What would you say the most significant advantage is of doing business with American Security?

Oh it’s the people! Great customer service and service techs. Renee and AJ are awesome. And your company’s history is a huge factor. You’re been around for 75 years and that tells me you’re not going to disappear overnight. Today there are so many overseas products and fly-by-night online retailers – they’re just there to make a buck, they’re not in it for the long haul. We’re not comfortable carrying products from those guys.  American Security makes me feel comfortable as a as a retailer – I can count on them to be around for a long time.

Thanks David.

To inquire about the kind of safe right for your needs in the Enumclaw, WA area, visit their massive 18,000 sq. ft showroom or check them out online Northwest Safe.