| A new home security sales rep asked a great | | | | burglarized or there's been crime in the area. Those |
| question in our security sales and marketing forum the | | | | are the areas you want to target first. Studies show |
| other day. He's a former vacuum cleaner salesman | | | | that homes protected by a security system have a |
| who sold door-to-door 20 years ago and is now | | | | significantly lower chance of being victimized, and |
| getting into the security business. He wants to get out | | | | people in these areas need to protect themselves. So |
| in his market area and knock on doors, and was | | | | it's almost your responsibility to get out and talk with |
| looking for some ideas on an effective approach. | | | | them. |
| Now most security sales professionals shudder at the | | | | Again, the home security audit is your in. "Hello, my |
| thought of prospecting door-to-door. It doesn't take a | | | | name is Greg Rankin with XYZ Security." (Hand them |
| lot of doors slammed in your face to send most back | | | | an official-looking photo ID with licenses, etc. as you're |
| to the coffee shop to lick their wounds. But done right, | | | | speaking.) "As you may know, there have been a |
| good old-fashioned door knocking can yield a large | | | | number of burglaries in the area recently. So we're out |
| number of opportunities in a short period of time. | | | | conducting free home security audits for residents. |
| Quite a few successful security salespeople swear by | | | | Would this be a good time for you, or would |
| (not at) door knocking, and use it to get in front of | | | | Wednesday morning be better?" |
| qualified prospects every single day. How do they do | | | | You should also talk with the local crime prevention |
| it? By turning these otherwise "cold" calls into "warm" | | | | officer in your area and get their buy-in. They're often |
| calls. And the best way to do that is to recruit your | | | | willing to train you on how to conduct an audit and fill |
| existing customers to help you. | | | | you in on crime patterns in the area. If they believe |
| Use Your Current Home Security Customers as Allies | | | | you'll really help make residents safer, they'll often get |
| Unless you're a start-up, your company has customers | | | | on board. Then you can name-drop the CPO in your |
| out there in the neighborhoods you want to prospect | | | | introduction. Very strong if you can set it up. |
| in. If so, make appointments with them first. Perform | | | | A Security Audit Opens the Door |
| some service for them (e.g., update their emergency | | | | Why not just use the direct approach? "Hi, Mrs. Smith. |
| contacts, make sure they know how to do a system | | | | I'm Greg Rankin with XYZ Security and I'm out today |
| test, etc.), and then do a security audit of their home | | | | demonstrating security systems. Are you interested?" |
| (doors, locks, lighting, etc.). Of course, don't forget that | | | | Well, that can and does sometimes work. But the |
| these client visits can produce additional sales | | | | resistance level is higher than the security audit |
| themselves. | | | | approach, which means you get far fewer |
| Afterward, ask them to refer you to their neighbors so | | | | opportunities to open up a dialog. In fact, experience in |
| you can conduct security audits for them. (Best thing is | | | | the field shows you'll get in the door up to five times |
| to have your customer call ahead.) Your opening line is | | | | more often with an audit program. |
| then: "Hello, Mrs. Smith, my name is Greg Rankin. I'm | | | | Of course, a security audit is an educational program, |
| the security consultant for the Johnson's next door. I | | | | part of which includes "educating" people about home |
| provide free home security audits for my clients and | | | | security systems. This indirect approach removes the |
| their friends and neighbors. The Johnson's got so much | | | | usual barriers you'll run into with a straight-ahead |
| value out of their audit they wanted you to have one | | | | charge, paving the way for sales. |
| as well. Is this a good time, or would Wednesday | | | | If you'd like more information about this and other sales |
| evening be better for you?" | | | | prospecting programs, join us in the "Just for Sales |
| Targets of Opportunity | | | | Reps" forum at securitymarketing.com/forum I'll be |
| After leveraging customers, look for targets of | | | | posting a home security audit form there soon, so be |
| opportunity. For example, are any neighborhoods | | | | sure to look for it if you're interested in using this |
| experiencing a rash of burglaries or other crimes? | | | | program. |
| Most people buy security systems after they've been | | | | |