I Just Got 30 Response From My Security Customers!

Even in a crappy economy it’s STILL entirely possible to run a prevailing security business and outsmart everybody else. If that sounds really attractive to you then please read on.

Last month during my quarterly open call in day for subscribers to my Smokin’ Security Newsletter(TM), one caller, a security dealer named Charlie Cleary from Always Alert Security in Oklahoma, told me he couldn’t believe the impact and responses he got from the bonus quarterly client newsletter that the Smokin’ subscribers get.  Charlie sent out the bonus client newsletter to his herd of customers and told me that one of the “emotional direct response” triggers that I embedded in the client newsletter generated 30 responses from his customer base!  He now has 30 people to follow up with…way to go Charlie!

Charlie also said having a client newsletter is the best tool, in his tool belt, for generating business and referrals. He cannot believe the difference that a customer newsletter has made for his business.  He echoed back to me what I’ve been telling you all along…a properly written and executed client newsletter trains your clients to Pay, Stay and Refer!

If you’d like to start sending out a client newsletter and start reaping some of the results that Charlie has…then go to securitymarketingguru.com, click on the Security Marketing Products and Services tab, and select Smokin’ Security Newsletter(TM)….my monthly marketing and business building newsletter written specifically for you folks – security dealers and low-voltage installers. The Smokin’ comes with a quarterly client newsletter [called Service That Soars (TM)] that you can print and send to your herd of clients.  Sit back and watch the responses come in!  For all new Smokin Security Newsletter(TM) subscribers, you’ll get a special introductory offer:  a current issue, plus two (2) back issue and my four (4) favorite audio success CD’s for the low, low price of $5.95 (just to cover shipping and handling.)

For Those of You Still Sitting on The Corral Fence:
Here’s 8 Compelling Reasons Why You Should Be Sending Your Herd of Clients a Company Newsletter!

Creating The Coveted “Halo” Effect
A  newsletter is a great way to share your industry knowledge with your clients. You can produce articles of any size and length about security and place it in your newsletter.  You will soon achieve that “HALO” effect as a recognized security expert in your clients’ eyes and they will see the value of your security service and low voltage services.

Tsunami of  Referrals
The best way to get referrals is to just ask!  It’s so-so important to have a security marketing system to ask your clients for a referral every time you come in contact with them (aka Robotic Security Selling TM).  Each time you or your techs see a client, you should be asking for a referral.  As the saying goes, what you don’t ask for you don’t get.

You should have a security marketing system in place that has different referral pieces for different occasions.  Let me give you a few examples:  a company newsletter—the most important because it’s in your customer’s face 4-12 times per year,  a client survey sent to your customers after work is done that asks how well you performed the security install and also asks for a referral,  a door knocker placed on your client’s neighbors doors letting the neighborhood know you’re doing work next door and asking if they are in need of your services (a reverse referral really), a referral letter that you mail to your clients, etc.  I have all these pieces and more in my Security Maverick Coaching Program arsenal.

Stealth Bomb Marketing
A properly written and executed newsletter (one that trains clients to pay, stay and refer) is truly a “Guerilla” method of marketing.  By sending it out to your “happy” clients and “interested” prospects (a.k.a. your fan base), they become an evangelical security marketing sales force, and the best sales reps you could ever have working for your company. If the newsletter is written properly with referral mechanisms and triggers in place, it will persuade your clients into referring your services.

Your competition will never know how you attract all of the top-shelf clients in your town. The newsletter works behind the scenes that trains your clients to Pay, Stay and Refer!

Introduce New Services & Feature Products
Introducing new security services and electronic security products in your newsletter is a great way to truly present the comprehensive nature of your security business.  You should present you new products and services in educational content, for example:  What is the difference between a proxy reader and a biometric reader?: Is an IR-Camera right for you?   By featuring products/services this way, you’ll really make your inquiries grow.

Old School vs Digital
According to a Standard & Poors study, people prefer to have a newsletter or written material mailed to them, despite the growing use of the web for distribution of marketing material.  The study showed 1/3 of the respondents preferred printed copies, 41% preferred both print and electronic while only 5% preferred an online version.

As I’m writing this post right now I have a stack of catalogs from J.Crew, L.L. Bean, Lands End and Nordies sitting right next to me. If these big companies are sending out catalogs (and they send them out more than once a month!) that should tell you a whole heck of a lot about how and why they are successful.

The Bloody Cost of New Client Acquisition
It takes anywhere from 6 to 15 times the amount of money to attract new clients than it does to keep your current clients coming back for more stuff.  Sending a printed newsletter, on a consistent basis, is the simplest and brain-dead easiest way to keep your clients coming back for more, more, more!

Building an Impenetrable Corral Around Your Client Base
Creating a “personality” for you and your company has a lifelong bonding effect.  The more you share your hobbies, travels and lifestyle with your clients the more bonding goes on.  Clients get a sense that they really know you and you, in turn, are breaking down the trust barrier and building a foundation for lifelong clients and a ton of referrals!  The same goes for your office staff and your security techs.  Share thumb-nail sketches about your staff and your technicians and watch how clients start to bond with your employees, but, even better, see how they start to feel about you…Get your clients feeling all warm and fuzzy about y’all!

Texas Oil Fields – Financial Castles
Your clients will perceive your security services as high-end. What security business owner, in their right mind, would want to be perceived as anything less?.

I was reading a survey from Standard & Poors, and it stated that businesses that send printed newsletters are viewed as more stable and are regarded as having a higher level of customer service.

Now, I sure hope you see the value in sending out a quarterly or monthly newsletter.  Once you get started, it really isn’t so hard.  You’ll actually grow to love it!  For those of you who can’t see themselves putting a monthly newsletter together or just plain simply don’t have the time or desire to put one together, then you’re in luck!

Go to securitymarketingguru.com and click on the Security Marketing Products and Services tab.  You’ll find my Smokin’ Security Newsletter(TM) info there.  Sign up for my Smokin’ Security Newsletter(TM)…there’s a special offer for new subscribers:  for $5.95, you’ll get a current issue, plus 2 past issues, plus my 4 favorite audio success CD’s.  As a subscriber to my Smokin’ Security Newsletter, you’ll get a quarterly client newsletter, called Service That Soars (TM).  You can simply print it and mail it to your herd of clients….it’s that simple!

URGENT Notice – Only 1 Day Left To Get In On This…

Just want to let you know this is the last day to GET IN on this incredible offer….

One very important security marketing pillar is your website.  We all know how important it is to have a killer website that dominates the search engines and pulls your site up on the FIRST PAGE of Google when people are searching for security systems, video surveillance, access control, fire alarms, biometrics, intercoms and paging, home theater, satellite systems, GPS systems, locksmiths, and whatever other security specialty you have.  If you’re not on PAGE ONE on Google (the only page most people search), it’s costing you a lot in sales and RMR…period!

We all know how important it is to have a site that targets the prospects who are visiting, and captures their interest with relevant, interesting and updated content.  It’s also very important to capture the visitors’ contact information…immediately!

Is your site set up to do all of the above?  Does your site drive prospects to it’s doors and provide them with content that is not only interesting, but positions YOU as the trusted, expert source in the security field and the go-to-guy for all their security needs?

Are you using WordPress, to it’s full optimization, for your website?  Google LOVES the WordPress platform and utilizes it’s special powers to boost your search engine ranking/listing on Google.  If you’re not using WordPress, you should be and will be soon…keep reading on!!

A Multi-Million Dollar Marketing Mistake – Not Perfecting Your Website
If you are not doing the things that I’ve just mentioned, then you’re loosing valuable web leads (a.k.a. $$$$) …believe me, much, much more than you can imagine!  So many people now search the web for their security needs, that it’s a shame, and a BIG profit deflator, if you’re site is not positioned correctly and designed to attract, capture and retain customers.

If you’re interested in DOMINATING Google, DRIVING more qualified traffic to your site, CAPTURING visitors contact information and SELLING many more security systems, then I’ve got the SOLUTION for you:

Ruby Tuesday…
Starting tomorrow (Tuesday, 5/25/10) myself and my SEO/Web Designer Guru friend, Bill Parlaman, who hails from Philly, are offering a small and intimate Kick-A$$ Website Bootcamp to the first 10 security entrepreneurs that apply.

We have only 1 seat left, so if you’re interested in joining us for an eight-week course…where, in a nutshell,  you’ll get a brand-spankin’ new, fully-functioning WordPress website (remember, WordPress is the number ONE website in getting higher search engine rankings cuz Mr. Google has a love-affair with Ms. WordPress’s platform…let’s just say, they bond well together) and we’ll hold your hand and spoon-feed you on how to use your WordPress website (it’s pretty easy to use), plus you’ll get blogging capability and a site that not only gets high-ranking with Google, but is set up and designed to attract, capture and retain your prospects….then get to signing up now! (For the full eight-week course details, plus four (4) insane bonuses you’ll get with the course, read on.)

We can only take one more security entrepreneur, so be the first person to respond at: http://www.securitymarketingguru.com/securitywebsite/

Crazy Deal!
This course will run you $997.  Normally, Bill charges $1,795.00 for this service, but, after I twisted his arm and promised him dinner at Abe and Louie’s in Boston (that’s going to cost me a small fortune!), he’s agreed to provide you, my cronies, with a special deal!

Crazy Money-Back Gua-ran-tee!
I can’t promise Bill will offer this deal to me, again, so take him up on this offer…it does come with a money-back guarantee – if after five classes your not totally satisfied, then you’ll get ALL your money back.  Do you think your local web designer would offer such a great deal and guarantee??  Do you offer such a great deal and guarantee to your clients…I sure hope so!

As In Life and In Business, The Early Bird Really Does Catch The Worm
For those of you still sitting on the fence, you may be too late because 1 other “Early Bird” has already caught the worm, but I still want to tell you what you’ll get with this incredible offer:

Week 1:  “Finding What Your Buyers Want and Creating Your Website’s SEO Blue Print”

Week 2:  ” How to Pick an SEO-Friendly Domain Name (very important for a good listing on search engines!), Hosting and Installing WordPress Blogs.

Week 3: “WordPress 101:  Discover The Ins and Outs of Using WordPress”

Week 4:  “How To Create Your Content, Fast & Easy!”

Week 5:  “How To Add Bells & Whistles To Your Website…Discover How to Easily Add pictures, Videos, PDF’s, Podcasts, Capture forms and Much, Much more!

Week 6:  “Traffic Generation Secrets… Get The Insider Secrets to Attracting Tons of “Qualified” Leads To Your Website.

Week 7:  “Discover How To Successfully Leverage Your Business Blogs To Make Huge Profits. Blogging can make you the Oprah Winfrey of the security world…overnight.  It’s painless and easy to do…I’ll show you how!

Week 8:  “How To Outsource EVERYTHING! You’ll discover how to find qualified outsourcers for as little as $2.00 an hour!

You’ll Also Get These Four Phenomenal Bonuses:
1)  A 30 minute 1:1 consulting call with Bill after the workshop to go over all your questions and make sure your getting the website you deserve!

2)  A 60 minute radical webinar on how you can can leverage the social media to rapidly grow your security/low voltage business.

3)  A “Smoking-Hot” post card exclusively designed (not signed) by me, Bob Maunsell, that will announce and feature your website to the world…and drive a stampede to your door!

4) Three (3) months FREE hosting for your brand new website.

This offer expires at 11:59pm EST Today (Monday, 5/24/10) and you do not want to miss out!

To register for this incredibly low-priced Kick-A$$ Website Bootcamp (for $997) that comes with a ridiculous guarantee—protected money-back guarantee for up to five weeks!— then click here:  http://securitymarketingguru.com/securitywebsite/

Now, let me tell you about the 7 Commonly-Made Website Mistakes That Are Costing You A Bundle! that Bill has so graciously provided:

1. The text on your website is too small-If the text on your website is too small it will greatly diminish the readability of your website. I’d recommend a font size of at least 12px.   If you market directly to senior citizens consider bumping it up to 14 px.

2. Using huge blocks of text-Big blocks of text< br />are intimidating to your readers. It’s important to break your text into smaller chunks with bullet points, sub-headlines, bold fonts and smaller paragraphs. Try limiting your paragraphs to no more than three sentences.

3. No “About Us” Or “About Me” Page-Many times the “About Us” page is the second page clicked on your website after the home page. Your visitor wants to learn more about you and more about your business. Consider writing your “About Us” page in the first person answering these three questions: Who you are, how your background and expertise solves your readers problems and how to contact you.

4. No “Contact Us” Page-One of the biggest hurdles you must overcome in your marketing, especially online, is  lack of trust . Offering multiple ways to contact you assures your buyers that you&rs quo;re not a fly by night operation.

4. Welcome to my website-Honestly, can’t you come up with something a little more creative? Give your visitors a benefit rich headline and make an offer for some free information so they can learn about you and your business.

5. Not changing the color of your visited links-This is really a website navigation issue. Your buyers will get lost in your website if you’re not using different colors for your visited links.  The easier your website is to navigate the longer your buyers hang around and buy your stuff!

6.Not enough contrast between your page color and font color-Make sure there is enough color contrast between your font color and page background.  Avoid busy or colored backgrounds if you can.   Just stick to a white background with black text for maximum readability.

7.Not using a simple tag line on your site-Your tag line should summarize what your business does.  Sure you can do this on your “About Us” page, but why make your visitors work so hard to find it?  You can use a tag line, a headline atop your website or both. ( Notice I use a tag line and a headline on my website)

Making these simple yet powerful changes will create a more usable website for your visitors which, in turn, builds more trust and confidence between you and your clients/prospects and will make YOU more money!

Now go dominate Google!
Bill Parlaman

Now, Obey your inner voice and register for our Kick-A$$ Website Bootcamp TODAY!
http://securitymarketingguru.com/securitywebsite/

7 Commonly-Made Mistakes To Security Websites That Are Deadly

Yee-Haw!

It’s Friday and it’s going to a beautiful weekend up here in Massachusetts…sun gonna be shinin’, weather gonna be warm, flowers are all in full bloom, and my daughter, Kiera, will be celebrating her First Communion, on Saturday. I got the pool temp up to 75 degrees for her party – a big, ole’ fashion hoe down at my ranch after the services.

I’m going to give you the 7 Commonly-Made (I should say VERY Commonly-Made) Mistakes To Security Websites That Are Deadly to PROFITS in a minute, but first I want to discuss something very important to your website’s success:

One very important security marketing pillar is your website. We all know how important it is to have a killer website that dominates the search engines and pulls your site up on the FIRST PAGE of Google when people are searching for security systems, video surveillance, access control, fire alarms, biometrics, intercoms and paging, home theater, satellite systems, GPS systems, locksmiths, and whatever other security specialty you have. If you’re not on PAGE ONE on Google (the only page most people search), it’s costing you a lot in sales and RMR…period!

We all know how important it is to have a site that targets the prospects who are visiting, and captures their interest with relevant, interesting and updated content. It’s also very important to capture the visitors’ contact information…immediately!

Is your site set up to do all of the above? Does your site drive prospects to it’s doors and provide them with content that is not only interesting, but positions YOU as the trusted, expert source in the security field and the go-to-guy for all their security needs?

Are you using WordPress, to it’s full optimization, for your website….Google LOVES the WordPress platform and utilizes it’s special powers to boost your search engine ranking/listing on Google. If you’re not using WordPress, you should be and will be soon…keep reading on!!

A Multi-Million Dollar Marketing Mistake – Not Perfecting Your Website
If you are not doing all of the above, you’re loosing valuable web leads (a.k.a. $$$$) …believe me, much, much more than you can imagine! So many people now search the web for their security needs, that it’s a shame, and a BIG profit deflator, if you’re site is not positioned correctly and designed to attract, capture and retain customers.

If you’re interested in DOMINATING Google, DRIVING more qualified traffic to your site, CAPTURING visitors contact information and SELLING many more security systems, then I’ve got the SOLUTION for you:

Ruby Tuesday…
Starting next Tuesday, (5/25/10) myself and my SEO/Web Designer Guru friend, Bill Parlaman, who hails from Philly, are offering a small and intimate Kick-A$$ Website Bootcamp to the first 10 people that apply.

We have only 3 seats left, so if you’re interested in joining us for an eight-week course…where, in a nutshell, you’ll get a brand-spankin’ new, fully-functioning WordPress website (remember, WordPress is the number ONE website in getting higher search engine rankings cuz Mr. Google has a love-affair with Ms. WordPress’s platform…let’s just say, they bonded well together) plus you’ll get blogging capability and a site that not only gets high-ranking with Google, but is set up and designed to attract, capture and retain your prospects, then get to signing up now! (For full course details, plus four insane bonuses you’ll get with the course, read on.)

We can only take the first 3 who first respond at: http://www.securitymarketingguru.com/securitywebsite/

Crazy Deal!
This course will run you $997. Normally, Bill charges $1,795.00 for this service, but, after I twisted his arm and promised him dinner at Abe and Louie’s in Boston (that’s going to cost me a small fortune!), he’s agreed to provide you, my cronies, with a special deal!

Crazy Money-Back Guarantee!
I can’t promise Bill will offer this deal to me, again, so take him up on this offer…it does come with a money-back guarantee – if after five classes your not totally satisfied, then you’ll get ALL your money back. Do you think your local web designer would offer such a great deal and guarantee?? Do you offer such a great deal and guarantee to your clients…I sure hope so!

As In Life and In Business, The Early Bird Really Does Catch The Worm
For those of you still sitting on the fence, you may be too late because 3 other “Early Birds” have already caught the worm, but I still want to tell you what you’ll get with this incredible offer:

Week 1: “Finding What Your Buyers Want and Creating Your Website’s SEO Blue Print”
Week 2: ” How to Pick an SEO-Friendly Domain Name (very important for a good listing on search engines!), Hosting and Installing WordPress Blogs.
Week 3: “WordPress 101: Discover The Ins and Outs of Using WordPress”
Week 4: “How To Create Your Content, Fast & Easy!”
Week 5: “How To Add Bells & Whistles To Your Website…Discover How to Easily Add pictures, Videos, PDF’s, Podcasts, Capture forms and Much, Much more!
Week 6: “Traffic Generation Secrets… Get The Insider Secrets to Attracting Tons of “Qualified” Leads To Your Website.
Week 7: “Discover How To Successfully Leverage Your Business Blogs To Make Huge Profits. Blogging can make you the Oprah Winfrey of the security world…overnight. It’s painless and easy to do…I’ll show you how!

Week 8: “How To Outsource EVERYTHING! You’ll discover how to find qualified outsourcers for as little as $2.00 an hour!

You’ll Also Get These Four Phenomenal Bonuses:
1) A 30 minute 1:1 consulting call with Bill after the workshop to go over all your questions and make sure your getting the website you deserve!

2) A 60 minute radical webinar on how you can can leverage the social media to rapidly grow your security/low voltage business.

3) A “Smoking-Hot” post card exclusively designed (not signed) by me, Bob Maunsell, that will announce and feature your website to the world…and drive a stampede to your door!

4) Three (3) months FREE hosting for your brand new website.

This offer expires at 11:59pm EST Monday (5/24/10) and you do not want to miss out!

To register for this incredibly low-priced Kick-A$$ Website Bootcamp (for $997) that comes with a ridiculous guarantee—protected money-back guarantee for up to five weeks!— then click here: http://securitymarketingguru.com/securitywebsite/

Now, let’s get to the 7 Commonly-Made Website Mistakes That Are Costing You A Bundle! that Bill has so graciously provided:

1. The text on your website is too small-If the text on your website is too small it will greatly
diminish the readability of your website. I’d recommend a font size of at least 12px. If you
market directly to senior citizens consider bumping it up to 14 px.

2. Using huge blocks of text-Big blocks of text< br />are intimidating to your readers. It’s
important to break your text into smaller chunks with bullet points, sub-headlines, bold fonts and
smaller paragraphs. Try limiting your paragraphs to no more than three sentences.

3. No “About Us” Or “About Me” Page-Many times the “About Us” page is the second page
clicked on your website after the home page. Your visitor wants to learn more about you and more about your business. Consider writing your “About Us” page in the first person answering
these three questions: Who you are, how your background and expertise solves your readers
problems and how to contact you.

4. No “Contact Us” Page-One of the biggest hurdles you must overcome in your marketing,
especially online, is lack of trust . Offering multiple ways to contact you assures your buyers
that you&rs quo;re not a fly by night operation.

4. Welcome to my website-Honestly, can’t you come up with something a little more creative?
Give your visitors a benefit rich headline and make an offer for some free information so they
can learn about you and your business.

5. Not changing the color of your visited links-This is really a website navigation issue.
Your buyers will get lost in your website if you’re not using different colors for your
visited links. The easier your website is to navigate the longer your buyers hang around and
buy your stuff!

6.Not enough contrast between your page color and font color-Make sure there is enough color
contrast between your font color and page background. Avoid busy or colored backgrounds if
you can. Just stick to a white background with black text for maximum readability.

7.Not using a simple tag line on your site-Your tag line should summarize what your business
does. Sure you can do this on your “About Us” page, but why make your visitors work so
hard to find it? You can use a tag line, a headline atop your website or both. ( Notice I
use a tag line and a headline on my website)

Making these simple yet powerful changes will create a more usable website for your visitors which, in turn, builds more trust and confidence between you and your clients/prospects and will make YOU more money!

There Are Only Three Ways To Grow Your Security Business

I never know where or when a security marketing blog-post might occur, but let me tell you where this one started.

I took may girls (Bridget + Kiera) out for a nice long Sunday walk along the North Dike which is part of Wachusett Reservoir (Rte 110 Clinton, MA), this reservoir is the main water supply for Boston.

After the walk, my girls wanted some “scream” (ice cream) so, as any caring Dad would do, he took his girls over to Rotta Springs Farm Ice Cream stand and on the way back from Rotta Springs Farm my oldest daughter Bridget was rummaging under my seat and found an absolute classic CD Bob Marley “Legend”, and the song she wanted to hear was “Three Little Birds.”

Three Little Birds
“Don’t worry about a thing,
‘Cause every little thing gonna be all right.
Singin’: “Don’t worry about a thing,
‘Cause every little thing gonna be all right!”
Rise up this mornin’,
Smiled with the risin’ sun,
Three little birds
Pitch by my doorstep
Singin’ sweet songs
Of melodies pure and true,
Sayin’, (“This is my message to you-ou-ou:”)

Singin’: “Don’t worry ’bout a thing,
‘Cause every little thing gonna be all right.”
Singin’: “Don’t worry (don’t worry) ’bout a thing,
‘Cause every little thing gonna be all right!”

Now, what the heck does Bob Marley and the “Three Little Birds” tune have to do with growing your security biz…

If you understand the three little concepts that I’m about to share with you and implement these three little ideas, then you’ll be singing Reggae music man’ “Don’t worry ’bout a thing, ‘Cause every little thing gonna be all right…”

3 Step Formula For Success
This security business building formula will work for any and all of the following security disciplines – alarm dealers-burglar alarms-CCTV installers- gate installers -home automation – locksmiths – satellite installers – private guard services.

1- Retain And Find New Clients.
2- Get Them To Spend More On Each Transaction.
3- Increase The Frequency of Transactions.

Common Mistakes Security Dealers Make In Growing Their Business
Most dealers and low voltage installers get really hung up on “I NEED MORE NEW CLIENTS/CUSTOMERS”, but they are not conscious of the the other two ways to grow a security business.

One of my secrets for incredible profit increases is based on leveraging the amount customers spend and the number of times they buy for easy and quick sales.

The power of this security business model is boiling the issues down to three very easy and understandable concepts.

1. Increase the number of customers.
2. Increase the average transaction value.
3. Increase the number of transactions per year.

Ways To Grow Your Security Business #1 – Increasing The Number Of Customers
When most security dealers and low voltage installers think about growing their business they automatically start thinking about winning more clients.

Let’s break it down…

The number of clients is a function of:
1 – the number of customers you have at the moment
2 – the number of leads from prospective customers you attract
3 – the rate you convert leads into customers
4 – the number of clients you lose.
Improving Client Retention

Working back up the list, if you are currently losing 20% of your customers per year and you can implement policies to stop half of them from disappearing through better service and improved client relationship management and constant communications (via newsletter, seasonal postcards, gifting, client appreciation days), it is the equivalent of getting an extra 10% of new customers each year (20% loss * 50% improvement = 10% lost and now 90% retained.)

Growing by improving your retention rates does not require expensive and risky advertising and can be relatively easily improved when you start focusing on why customers are leaving.

Improving Closing Rates
The next easiest way of growing your security business is by increasing the number of customers and by improving lead closing rates.
You have two areas to improve closing rates – immediate and follow up.

If you improve the sales skills of yourself and your sales reps who sell so that they focus on what the client needs and wants, you should increase the number of customers you create early in the sales process.

It has also been shown that most sales reps give up way, way, way too early. Sales staff should try to close if the customer appears ready to buy, but if the client isn’t ready, you need a security marketing system in place that will educate the client and build a relationship with the client until they are ready to buy.

Research shows that the majority of sales reps give up after the first or second “No,” but the majority of purchases are made after four or more contacts/communications.

Attracting More Security Leads
The final way of growing your security business is by increasing the number of clients and also to attract more leads from prospective clients.

That means either or both

1 – More effective advertising. I tell my clients and coaching members that they need to continually optimize and continually test for better, and more effective ways because improving your marketing can create great leverage.

If your advertising creates 10 leads per week, a better headline and more persuasive offer may generate 20 leads without any more cost. How do you like them apples!

2 – More advertising and promotion. You should have multiple sources for leads so you are not reliant on just one.

Ways To Increase Your Business #2 – Increasing The Average Purchase Transaction Value
You may be thinking “I can’t increase the purchase transaction value because my customers don’t want to spend more” but you could well be wrong if you don’t challenge your thinking and test out different price options.

Increasing Your Prices
First there is the basic option of increasing prices.

It is easy to think that your clients decisions are dominated by price – and they may be giving you that impression – but repeated tests have been done to show that it’s not true.

How often do you buy more expensive things out of personal preference, convenience, availability and confidence in the seller.

Tests show your clients are willing to pay more – and even if you lose some business, it still may be much more profitable as price is the number 1 driver of profit.

Up-selling and Cross-selling
This is a biggie! Your customers may be delighted to be offered the chance to buy something better (an up-sell) or something related (a cross-sell).

Think of McDonalds and the classic questions “Do you want fries with that?” and “Do you want to supersize it?” And McDonalds isn’t the only one! Think of Outback Steak House…”would you like a side of grilled shrimp with your steak?” and the movie theaters with their supersized drink for an extra 25 cents?

Approximately 30% of people agree to these offers and that is extra profit on the transaction. How many times have you agreed to these up-sell/cross-selling strategies. I know I certainly have many a time!

Look around you for other examples of where an extra offer is made at the time of buying and see what you can learn and apply to your business.

Ways To Grow Your Business #3 – Increasing The Number Of Times A Client Buys from you.
The third of the three ways to grow a business is to increase the number of times a client buys from you.

This does require that you do a good job and deliver on your marketing promises and then keep in contact with your client regularly.

Your competitors are probably talking to them so if you stand back and think you have their business, you could be sadly mistaken.

Or you may think that your customer will remember who gave them such a great service last time and that they will come back to you when they need more work done.
But is that really what happens?

Do you go and buy from your good-ol’ Joe security dealer, who has been ignoring you, or do you try out the new company with the eager-beaver sales rep who wants your business and is making every effort to gain your trust and confidence?

If you don’t have a regular client contact program, you need to implement one to make sure that the customer is as satisfied as you thought and to keep your security business in their minds.

I have been going to the same dentist for more than ten years but I only think about having a check up when I receive the six month check-up reminder postcard.

I used to have my home’s HVAC system serviced every year from the same company. They used to send me a reminder letter, but one year it came about a week before I was going on vacation and I didn’t have time to have then come and do the “once over” so the company stopped sending me their yearly service reminder letter. When I did need a little work done on my HVAC system, I ended up calling a new company that my friend referred.

The cycle was broken. The old HVAC company thought I wasn’t interested in them anymore and removed me from their mailing. Dumb,dumb, dumb move!

So there you have it!

7 Common And Costly Mistakes Dealers And Installers Make With Their Website

First I want to thank everyone who jumped on last night’s webinar: 7 Common And Costly Mistakes Security Dealers And Low Voltage Installers Make With Their Website And How To Fix Them Immediately!

I’d also like to remind you that you have less than 24 hours to register for the Bootcamp.

You can register now by clicking on the link below:
http://www.securitymarketingguru.com/securitywebsite

We have received tremendous feed back from last night’s webinar. Several folks sent me emails telling me how timely and helpful the information was. For example, Lynn Comer, President of Shenandoah Valley Security, LLC said, “The subject matter could not have been better timed since we are in the process of updating our website. Thought the presentation was crisp and focused. I learned a lot in an hour that I had not been able to grasp in the past. Simple and easy to understand. Well worth the time.”

Thanks Lynn! I’m glad you got a lot out of it.

One of the HUGE benefits you’ll get when you register for the 8 week Website Creation And SEO Bootcamp, is a brand new WordPress website.

Bill and his team will personally create, design and configure your new website for you. All you have to do is choose the color scheme and send Bill your graphics or your logo and Bill’s team will do the rest!

Now some of you have asked to see examples of Bill’s work and I’ll show you some examples in a bit.

The thing I want you to keep in mind is the way your website looks is a very small part of how it will perform.

After all, you could have the best looking website complete with all the bells and whistles but if your buyers can’t find you online, what good is it, right?

The value in your new website is it’s ability to rock the search engines and bring you more traffic than ever before.

In fact, I don’t know anyone who knows more about WordPress and what it takes to “SEO” supercharge a website than Bill.

So without any further ado, here are a few examples of websites Bill has done for some of his clients.

And remember, you have less than 24 hours to register for the Bootcamp which you can do below:
http://www.securitymarketingguru.com/securitywebsite/

Your website examples are below:
http://www.acssec.com
http://www.radicalmarketingsolutions.com
http://www.mikecapuzzi.com
http://www.ivfinancialsolutions.com
http://www.mybusinessmadeez.com
http://www.highprofitsmarketing.com

Now go dominate Google, Bill Parlaman and Bob Maunsell

Developing The Mental Toughness Of A Championship Prize Fighter…

It’s been said that resilience is a boxer’s best friend: As a boxer, you have to roll with the punches and duck out of the way of hooks and upper-cuts.  When you hit the mat, you need to be able to bounce back up, even if you come up with a smashed nose and a couple of broken ribs.  Just being able to get to up on your feet, in the ring, is a victory within itself.

The same holds true for you as a security entrepreneur in today’s turbulent economy. There are upheavals with your prospects, technicians, office staff, and dysfunctional relationship dynamics with your key clients.  Sometimes it can be very overwhelming and downright frightening.

You need to have the song, by Chumbawumba, playing inside your head on a continuous loop… “I get knocked down, but I get up again.  You’re never going to keep me down.”

No, No, No, No, No, No, No, No, No, No, and Then Finally a Freakin’ Yes
You have to keep reminding yourself after every security sales presentation that it’s just a numbers game, that’s it…just a plain ol’ numbers game. Now let’s take, for example, a security sales rep who makes ten presentation and sends out ten estimates to his prospects. He then follows up with his ten prospects and gets ten “no’s” or maybe eight “no’s” and a couple “Hmmm…let me think it over some more and I’ll get back to you.”

Sales reps must be able to dance around the ring and endure the punches, jabs and upper-cuts and must endure repeated blows to their self-confidence, and belief system. To unlock the code to perfection in business is not the ability fight, but the ability to fight smarter…having the mental toughness and resiliency to stay in ring when while you’re getting hammered.

To conquer adverse circumstances, you must conquer yourself first!

To accomplish much, you must be much!

What Does Mental Toughness Look And Feel Like?
First off, it’s about smiling and feeling good about yourself and having a positive mental attitude and outlook within the present moment and the future. Instead of the “Negative Neds” of the world  (If only my wife was behind me, It’s my town/city, I need better techs, I need better sales reps, My customers are cheapskates, My dog hates me, My biz partner sucks!) Persona is the cornerstone of resiliency!

Stop viewing every negative situation as “Why me?” Or, “It’s just my luck.” Instead, view the situation as something that can be overcome, a chance to become stronger, better and more resilient.  I call this having a radical resilient mindset. Besides, the world would be a dull place to live in if everything was dog-easy!

Inspiring Visions of The Future
A championship fighter lets nothing interfere with his priority of winning a belt – and becoming the best he possibly can be. A champion does not assume a “Negative Ned” persona, nor does he let himself lose his focus or become sidetracked by things that do not help him reach his goals.  The eye is always on the prize.

For you the security entrepreneur, clarify the vision you have for your personal life for three to five years out…what will it feel like living in your dreams?  How will you feel about yourself when your fantasy becomes reality? Ok, enough of the touchy-feely stuff.

What about the actions items that you need to implement to get to your dream level?  Set clear, concise, attainable short-term action goals for yourself.  Now that you have bite-sized goals, they should be manageable and attainable with no excuses for getting them done.
There’s nothing that should keep you from standing in the middle of the ring holding the world championships belt over your head!

If it’s to be, it’s up to me!
Peace, out!

Bob