The Shortcut To Creating an All Referral Security Business

Labor Day weekend is just a few days away, so we’re heading into the last quarter of 2010…. tick,tock,tick,tock….is your business where you want it to be? Do you have all the business you can handle? Are you up to your eyeballs with quotes? If not, are you interested making the last quarter of 2010 your best quarter ever?

After 20+ years in the security industry, with 20-20 hindsight and a clear present vision, it’s obvious to me that, by far, THE most valuable skill is the ability to “sell via print,” utilizing direct response marketing strategies. Forget inefficient “pick and shovel” manual labor selling strategies…they’re not nearly as effective as direct response marketing and you will break your back doing it.

That being said, I’m going to give you a short-cut to making the last quarter of 2010 your BEST quarter ever and set you on the right path for producing a whopping success of 2011.

Chain Saw vs Dull Machete
Whenever I see one of those old Tarzan or “lost treasure” movies on TV, with the natives and guides tediously hacking their way through the dense jungle with dull machetes, sweating up a storm, I think to myself: imagine what those guys would have given for a chain saw?

Well, most security entrepreneurs and security salespeople work just as hard as those guys do – to get customers, to make sales, and to make ends meet – and, they too, are doing it with a dull machete.

The chain saw for a security or low voltage business is the ability to put words on paper that will bring you in tons of cash, fast….and that’s what direct response marketing is all about!

So, do you wanna use my chain saw?

Let’s cut to the point here. I have a direct response marketing piece that I’m going to share with you. It’s one of the most effective sales letters I’ve ever written and has brought me in well over a million dollars in sales. The letter targets market segments that your competitors would NEVER even think about targeting, so the field is wide open for you….and it’s such a brain-dead-easy strategy to implement!

In a nutshell, this letter creates joint ventures with other businesses that have client lists that consist of your ideal clients. By creating a symbiotic relationship with the owners of these lists – so you can market to the lists – will provide you with massive profits!

You’re probably wondering how the letter gets other business owners to give you the “okay” to market to their client lists. Well, they make out in the process, as well… the incentive is there for them. Believe me, it’s a win-win situation for everybody!

Who can you joint venture with? Let me give you a few examples:

Lock Smiths
It Computer Geeks
Electricians
General Contractors
High-End Builders
Architects
Carpet Cleaners
Janitorial Services
Home Sound/ Home Automation Dudes
Lawn Care Professionals
Fire Sprinkler Companies
Private Detectives
Plumbers
Electronic Gate Installers
Auto Mechanics
Etc.

How can you get your hands on this letter? Easy. It’s included in the August issue of my Smokin’ Security Newsletter.

One more thing: bluntly, there ARE some folks who prefer suffering, wandering around lost in the hot steamy jungle, getting through it the hard way with a dull machete, so they have a masochist story to tell. I hope that does NOT describe you.

In my case and in yours Being able to turn words put on paper into floods of precisely the prospects or clients you want, or into a cash business, at will, is THE skill that can quite literally change you and your life forever.

If you don’t have the ability to write powerful, emotionally compelling security sales messages, that’s okay…because that’s what I do best and I’m here to help you make your security or low voltage business a smokin’ success!

So, if you want to get cracking on making the last quarter of 2010 your most profitable quarter ever, then I suggest you get your hands on the August issue of my Smokin’ Security Newsletter today…for just $5.95, you can get the August issue, plus two past issues and four (4) of my very favorite audio success CDs. Or, you can take your $5.95 and get yourself a Grande Latte at Starbucks and maybe have enough change left over to go get your dull machete sharpened…the choice is yours!

Now Go Smoke Your Competition! –  Bob Maunsell
Former Sgt U.S. Air Force
Have an E.S.P style day, Easy, Successful, Profitable.

Want $2,649,594 worth of FREE Security Marketing Advice? Bookmark My Blog!

Looking for a Little Something Extra to add to your security marketing arsenal?

Do You Have A Difficult Question? Just Ask Me!

Friend Me on faceboook!

Follow Me On Twitter!

**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**

Mega Pixel Cameras And The Power of Focus

I don’t know if you had a chance to see some of the the new HD (high-definition) mega pixel cameras out in the marketplace from Arecont or VIDEOIQ? These cameras are pretty amazing…they can record in 1920 x 1080 @ 30fps! Mega pixel cameras are suitable for the most taxing applications, where you have to zoom in and capture a licences plate or to pin point people or objects within a scene, and provide strong evidence – beyond a shadow of a doubt.

The Power of Focus
Ask most security dealers who their target market is and they’ll say, “Anyone with money and a pulse.” These dealers are a jack-of-all-trades and master of none. They are not focusing on a market segment and, because of this, they’re not earning as much money as they could and should be, and are not making themselves bullet-proof from the economy and their fiercest competitors.

Folks that specialize in their given fields make WAY more money. Take the medical field, for instance. A specialist makes WAY more money than a general practitioner…right? Making money in the security industry is no different. To earn the really big bucks you deserve, you must decide what single market (high-end audio dude for million dollar plus home owners, security expert to housing authorities, mass evacuation systems guru for college campuses, retail security honcho, locksmith for commercial office buildings, and so on) and then go after that market with full force and become everything to that market….in other words, master and dominate it!

Why NOT to be a jack-of-all-trades!
First, you deplete your marketing resources and dollars. All of us have only so much time and money we can devote to security marketing. When you pursue many different markets you only do a mediocre marketing job in each market because you’re spreading yourself too thin. It’s much wiser to put all your resources into one area and do a tremendous job.

Second, you do your clients a disservice by not being the best you can be. You know deep down that you’re better at performing some security installations than others. This doesn’t mean you can’t improve and become a master in other skills, but the only way to do that is to devote all your energies to it.

Third, as I already mentioned, you’ll make a lot more money as a specialist. This is proven. Does Apple make calculators? Does Jet Blue sell cruise ship reservations? Of course not.

Reprogram Your Mind To See Opportunities
My friend, when your mega pixel camera (your mind) is constantly FOCUSING on the true “hot spots” of opportunity in the security market, you can’t help but improve and grow your business to new, extraordinary heights.

P.P.S. YELLOW PAGE ADS!!!! There is still time to submit your Yellow page ads for our annual makeover contest! What better way to start off with a BRAND NEW yellow page ad positioning you as the Security Expert in your local market! This offer expires tomorrow, August 25th. We have received many…but keep sending! Remember we are only choosing one for the GRAND PRIZE MAKEOVER but we are also going to choose 3 (three) more for “Mini” critiques. What have you got to lose? Send them in!

Now Go Smoke Your Competition! –  Bob Maunsell
Former Sgt U.S. Air Force
Have an E.S.P style day, Easy, Successful, Profitable.

Want $2,649,594 worth of FREE Security Marketing Advice? Bookmark My Blog!

Looking for a Little Something Extra to add to your security marketing arsenal?

Do You Have A Difficult Question? Just Ask Me!

Friend Me on faceboook!

Follow Me On Twitter!

**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**

Free Alarm Company Yellow Page Ad

Dominate The Security Section of The Yellow Pages with this Powerful Yellow Page Ad.

National Yellow Page Ad Makeover Week is August 23rd-27th and to celebrate we are giving away a FREE Security Business Yellow Page Ad layout

Many security contractors have moved away from doing yellow page ads despite the fact that there are still plenty of older folks who pop out the good old Yellow Book to find a local security guy. Plus it is super, super important to have multiple sources of lead generation. Diversity in your marketing campign is the key to security business stability. Right now many security dealers have a primetime oppertunity to dominate their local yellow page ads. Since Moe, Larry and Curly’s security businesses are sucking pond water in this economy and have pulled the rug out from under their Yellow Page marketing campaign, their is plenty of great, uncluttered yellow real estate for you to smack down a killer security company ad.

If you feel your YP ad could be better, then fax or email it to us, by August 25th. We will put everyone’s name in a hat and have Shawn draw one for a complete, free, Ad makeover. You’ll get a totally redesigned ad from me at no charge whatsoever, ($1500.00 value). And you can use it for way more than just the Yellow Pages, stick it in your quote packs, use it as a postcard, what about as a graphic for the side of your vans, or as a layout for a feeder site for your new, awesome, amazing, security website.

How to Enter:
Fax your yellow page ad to (508) 425-7242 or email the ad to support@securitymarketingguru.com. That’s it! You don’t have to be a member of one of our coaching programs or a newsletter subscriber. This offer is 100% open to ALL of my faithful email subscribers. We will also choose three people’s ads for FREE “mini-critiques” just for entering. So what are you waiting for, you snooze you lose!

Remember scan and email your yellow page ad to: support@securitymarketingguru.com

Welcome to the Doomsday Shelter

There’s a company that hails from the Lone Star State called Radius Engineering. They have been selling and installing Doomsday Shelters for over 30 years now. In these shelters 10-2000 people can live underground for one to five years with food, water, power, and filtered air. The cost of these luxury underground suites range in price from $400,000.00 – $41,000,000.00. The company just recently installed an apocalypse-style shelter for a client that will house 750 people underground at an undisclosed location.

The really cool thing is that Radius sales have doubled every year for the last five years. Why is that you might ask? Cuz they’re flying on a specialized and specific jet stream in an atmospheric niche market that doesn’t grapple with the current hiccups in the economy. To put it bluntly, their clients don’t shop at Wal-Mart.

Incidentally, the overwhelming majority of the competition is at the bottom of the mountain, not towards the top of the mountain. Do you really want to be be standing in line and butting heads with price-driven prospects and other security dealers and sales rep that will do the install for Joe Dirt cheap?

Who says it’s a slow economy out there in the security world? It may be slow in some segments, but certainly not all…as Radius sales results can attest to. Most often it is the niche market that you may be selling in that has slowed to a crawl but that doesn’t mean that all the other niche security markets have dried up! Look around you….you’re probably driving by businesses that are expanding and need intrusion, video surveillance, access control, locksmith work, intercom/paging and the like. What type of businesses are these? Find out what niches they’re in and conduct “smart-bomb” marketing strategies in those niches!

Doomsday Thinking
Now is not the time to be paralyzed by doubt, fear, and worry. These emotions repel money. There has never been a more golden opportunity for acquiring new clients…sending out more direct mail because there is less clutter in your customers’ & competitions’ mail boxes…you get more eyeball time for your companies marketing message these days.

When other businesses cower, you want to be bold, aggressive and opportunistic. Read below for the full message, from a very opportunistic Smokin’ Security Newsletter member’s email, that I received over the weekend…

“I’ve been too busy with work, much of it generated with your marketing ideas.” William Thomas, 1st Choice Security Technologies

Bob,
When I first responded to your ad, I was coming off of a very disappointing yellow page campaign. I had spent thousands upon thousands on yellow book advertising in half a dozen different phone books with very little to show for it. I felt like I was working for the phonebook companies. After subscribing to your news letter I now have a much more focused and diverse advertising campaign with multiple income streams. I understand it will take some time to get to where I’m hitting on all cylinders, but it only took several days to go from obscurity on google to first page ranking under several searches and with the 9 week web building course you promoted I expect to be dominating the Internet in my area. In fact I will be dominating my competition in every aspect of marketing. I would be further along in my marketing, but I’ve been too busy with work, much of it generated with your marketing ideas. Having gone into debt with my yellowpage ads it was a difficult decision to sign up for your newsletter, and spend money I didn’t have, now I see it as the smartest move I ever made. I’ve cut way back on my yellow page ads and diversified my advertising and have been busier then ever. I can’t wait to see where I am in six months!
Thanks for the great ideas. I’m a firm believer in the value of your marketing ideas! You truly are the Security Marketing Guru!

William R. Thomas
1st Choice Security Technologies, LLC.
Scranton, PA

A lot of folks are struggling to orient themselves in this market.

Clarity, focus,courage, and brass balls have never been more prized possession than they are at this moment in time.

Now is the time to get aggressive and go after more sales, this window won’t stay open for long!

Have a gr8 week!

-Bob

Now Go Smoke Your Competition! –  Bob Maunsell
Former Sgt U.S. Air Force
Have an E.S.P style day, Easy, Successful, Profitable.

Want $2,649,594 worth of FREE Security Marketing Advice? Bookmark My Blog!

Looking for a Little Something Extra to add to your security marketing arsenal?

Do You Have A Difficult Question? Just Ask Me!

Friend Me on faceboook!

Follow Me On Twitter!

**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**

Your FBI CCTV Sales Handout Is Ready

This past week was kinda crazy. My Dad went into the hospital for a knee replacement surgery on his right knee. He’s 81 and is still as strong as an Irish bull! His surgery went well, but I spent a lot of time at the hospital, over the past week, and didn’t get a chance to write the email for the July Smokin’ Security Newsletter issue. So I’m gonna extend the FREE trial offer till midnight of August the 3rd.

You really gotta get your hands on the July issue, titled the “ The Power of Personality and The FBI CCTV Sales Handout” it’s one of the best issues to date! Simply put, the fastest way to grow your security business is with your own personality. Large corporations can’t do this…it takes them years and years to build a corporate brand and boo coo bucks to do so.

For small security businesses, it’s much simpler and cheaper. It’s easy and inexpensive to use the “head honcho’s” personality to brand the company image (in a memorable way) and, by doing so, make the security company interesting and unforgettable and the topic of conversation among many at cocktail parties, shindigs, clam bakes, bake sales, football games and the like.

• Inside this Smokin’ issue, you’ll find these fast-action tactics:
• Discover the three (3) choices you have for using your personality in marketing your business. (Page 2)
• Find out why it pays in dividends today to use your personality on YouTube. (Page 3)
• How to become a larger-than-life mini celebrity in your target market. (Page 4)
• Find out why it’s next to impossible to knock-off your unique personality. (Page 4)
• Discover the #1 way for you to charge 10X more for your products and services. (Page 4)
• Uncover the 13 step blueprint for becoming a famous security expert. (Page 7)
• How to create “2 pounds of proof” that you’re the guy/gal to install the prospects new electronic security system. (Page
• How do YOU feel about having an “unfair advantage” over other security installers? (Page 9)

I’m just getting warmed up!

Also stuffed inside the July issue are:

Special Bonus # 1 – Six (6) killer examples of personality-driven marketing pieces that you should be using right now in your own security business. They include:

• A rather unconventional referral coupon that’s a slam-dunk for stimulating an avalanche of referrals. It’s already been tested and proven to work on the battlefield…just copy it word-for-word and watch the referrals come marching in!
• The most OTB (outside the box) birthday card you could ever use. This baby generated $15,761 in sales for me within the first three weeks of mailing it out!

Special Bonus # 2 – The Best Video Surveillance Tips handout for helping you sell MORE video surveillance systems than ever before.

Special Bonus # 3 – The FBI DVD – “Best Practices For The Installation Of CCTV Recording Systems.”

Special Bonus # 4 – A Six (6) step action list for implementing this handout and DVD for maximum impact.

***Special Bonuses #2 and #3: Use This Handout & DVD next time you meet a prospect for a camera job and watch their eyes light up… This will position you as a problem solver instead of another tired looking sales rep, just looking for a sale!

Now Go Smoke Your Competition! –  Bob Maunsell
Former Sgt U.S. Air Force
Have an E.S.P style day, Easy, Successful, Profitable.

Want $2,649,594 worth of FREE Security Marketing Advice? Bookmark My Blog!

Looking for a Little Something Extra to add to your security marketing arsenal?

Do You Have A Difficult Question? Just Ask Me!

Friend Me on faceboook!

Follow Me On Twitter!

**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**

Cool Security Marketing Ideas From Ireland (Photos Inside)

In July, I was off on holiday, for half the month, in Ireland, visiting a boat-load of my relatives that live on the Emerald Isle. Both my parents are off the boat from Ireland and grew up on large farms. One has 8 siblings and the other has 9 siblings. So you can imagine how big the extended family is! Ireland is in a complete melt-down right now. The economy is so bad and so many people are laid off.

But, the security business is booming! I could not believe how many security installation vehicles I saw on the road. I was so eager to find out why that I met with a couple of my Smokin Security Newsletter members and interviewed them. While I was there, I saw a lot of great security installations, and some pretty nifty security marketing ideas.

Also, in Ireland, there’s no such thing as a FREE alarm system. Everybody pays for a system. The basic system is 800-900 Euros (that’s $1,040 – $1,170 U.S)

There are two options for monitoring the system. You can choose one or both. They are:

1. If the alarm trips, the system will send a text message to four different phone numbers. There’s no monitoring company involved with this option and no extra fee involved.
2. For 120 Euros ($156 US dollars) per year or 10 Euros ($13 US dollars) per month, the alarm system will send it’s signals to a national monitoring company.

As always, here at Security Marketing Guru, were traveling around the world to find the best ideas for security dealers and low voltage installers to make a maximum impact in your bottom line.

The more you learn about how other security dealers are successfully marketing their security business, the more successful your security business will become.

Here are some of the pictures from Ireland that you’ll see below

• In Ireland, believe it or not, folks there don’t like window stickers or yard signs (like the US), so all the Irish security dealers have these horn strobes mounted on the outside of homes and businesses. Each security company has their own strobe with their own company logo on it.
• This one is pretty cool: A teeny-wennie motion detector that Irish security dealers hide in the window sills so customers can put the motion detectors on while they are roaming around their home and still be protected. A great way to utilize motion detectors…there’s no need to bypass the motions.
• A little something that you should be putting on the side of all your outside CCTV cameras to generate more awareness about your company and more sales.
• Some pretty cool vehicle designs. By the way, all their vehicles run on clean diesel and they get around 60 miles to the gallon!
• Check out the color of the Irish fire alarm panels.
• Also check out some great pictures of the Ireland countryside.

Irish Security Dealer Window Sticker - They Don't Use Too Many of These Things...They Mainly Rely on The Exterior Sounder and Strobe Light

Pretty Cool Company Logo

Note all the Security Services they offer!

If You Look Closely by the Fuel Door, You Will See All the Alarm and Security Associations of Which They Belong.

I Like How The Europeans Label Security Products, Intruder Alarm System vs. (American) Burglar Alarm System

This Security Dealer, Shure Alarm, is located in the same small village where my Mom grew up, Kilflynn Ireland

Here's A Guy Who is Doing It All, In A Small Town.

This is What A Security Sales Rep Drives Over in Ireland. Renault

Notice everyone drives smaller cars, combination of small roads and gas prices. These all get 60+MPG and run on clean diesel.

Notice the electronic access gate. Protecting the entrance to the Muckross Castle

My daughter Bridget, observing the electronic keypad which controls the electronic access gate into Muckross castle.

Here is a very cool, digital CCTV sign. That an Irish security integrator uses to ward off vandals and promote his services.

Night @ the dogs, Kingdom Greyhound Stadium

Here is an awesome little motion detector. Irish security dealers mount inside the window sills, to protect windows. They only draw a beam on the window sill itself, making it pet and people friendly to keep the alarm on when people are home.

Me and My Girls at Muckross Castle, Killarney Ireland

Natasha and I on the Dingle Peninsula.

Brandon Point, This is a surreal vantage point, standing on the edge of a 300ft cliff!

World Famous - Traditional Irish Breakfast, Fried Egg, Irish Sausages, Black Pudding, Lambs Blood, White Pudding, Fried Tomatos and a Big Cup of Tea

Here is a "Wicked Awesome" display of a Security Company (ADA Security). This is the front of the store, they have an illuminated horn strobe and CCTV camera with their company logo.

Another very cool CCTV camera with a company logo.

Another company labeling their CCTV system.

If you notice, in Ireland they don't use window stickers. Most home and business owners prefer not to have stuff stuck on their windows, they would much rather have the illuminated Horn Strobes on the exterior of their building or home.

If you don't swipe and deploy this idea you aren't serious about marketing your security business. BTW these cameras are protecting the entrance to Kingdom Greyhound Stadium

Where The Streets Have No Names (Literally and Figuratively). Dingle, County Kerry, Ireland

Brandon Point Ireland

Pretty cool town, great food and entertainment.

Here is another old, historic castle. Ross Castle

Notice how the farmers identify their best sheep. Do you know who your best clients are?

Do you have a fence around your herd of clients?

Here is Ballyseede Castle. My father grew up just down the street, I can tell you his humble abode looked nothing like this...

My cousin drives a concrete truck, every-time he drives by this pub he laughs.

I personally like "Intruder Alarm System" better than Burglar Alarm System.

Here is another alarm sounder that ADT uses over in Ireland.

Here is Chubb Security's outdoor siren, they are a HUGE international player in the security market.

Irish Fire Alarm panel, what stuck me was it is not a "red" panel like we commonly see here in the U.S. Most of the fire alarm panels I saw were either beige or white in color.

The more I saw these Alarm Strobes all over Ireland, I thought they would be a great idea for the U.S

Here is an Irish alarm keypad with all the security dealer's sticker, in the event the client needs service.

Here is the alarm system at my cousin's house. This was a retro fit, the alarm panel was hidden right above the door outside the kitchen because they don't have basements or attics.

Walt Disney and Mickey Mouse Cube Dice

From: Bob Maunsell
Worcester, Massachusetts
89 degrees and beautiful sunny skies
Playlist – The Black Keys – Tighten Up

I had a little time this weekend time to kick back and write up this security marketing blog post, as it pertains to one of my all time fav-O-rite quotes from Walt Disney himself “Do what you do so well and so uniquely that people can’t resist telling others about you”… make sure you write that quote down, it’s a keeper! – “Do what you do so well and so uniquely that people can’t resist telling others about you”

Evangelical Sales Force
So how can you BE that type of security company, where your company name and reputation spreads like gospel with WOM “word of mouth” advertising. Just think how many people you know that have gone to Disneyland and come back and can’t stop talking about the great time the whole family had; they show all the pictures of all the rides they went on. I think most people don’t even realize how much money ole Walt Disney sucked out of their pockets, until after the fact, because Disney does such a great job awing and entertaining its visitors.

By the way…Shawn’s (one of my office assistants) little brother just came back from Disney World and bought him some sweet Mickey Mouse fuzzy hanging dice for his car. They definitely set his ride apart in the parking lot!

Keeping in stride with the Disney theme, I came up with 20 ways that you can add Mickey Mouse ears to your security business that you guys and girls can incorporate into your security marketing arsenal. Walt Disney broke industry standards about what a theme park should be. In fact, there isn’t a theme park today that can be compared to the excellence of a Disney theme park created 50+ years ago.

In the coming years you’re gonna have to break industry norms if you want to be a successful security dealer. What got you to where you are today, won’t do you any good… cuz the rules and the dynamics have changed forever.

The question you have to ask yourself is, “How can I be more nimble, agile and creative with my current security client attractions and client retention efforts?”

The “WHY” you need to do this is that the last time I checked it wasn’t 2006 anymore. It’s 2010 and the economic landscape has changed for the worse.

You can’t keep wishing and hoping for the way things you used to be… and you can’t spend your life wishing for the good old days; living in the past is for people who are afraid of change; this new emerging economy will leave yah in the dust if you don’t get a move on!

I had a chance to catch a little news this weekend and a lot of “financial experts” say it will be at least 10-15 years before we see anything again like the 2006 economy. So why wait for what the so called experts say? By the way, weren’t these the same buffoons who got us into this mess anyway? What I’m telling y’all to do is “Go ahead and make your own good news” and snub your nose to all those so-called experts.

Successful people make there own economies!

When the economy does pick up, it will look nothing like it did in 2006. We are in a new emerging economy that will look radically different than anything we’ve ever known.

New And Emerging Economy To-Do-List
So here’s my checklist for the new emerging economy, but it’s your “To-Do-List” to implement and put to use!

1. You need to make new rules for your security business. Don’t let industry thinking dictate how you will attract new clients into your marketing funnel.
2. How can you better connect with your clients so you can deliver a more “WOW” experience?
3. You have to charge a premium price on your security systems so that you have enough margin left over to provide an extraordinary service and follow up after the sale.
4. How can you leverage your entire client base to do 10-100X more referral based selling so that they will become your evangelical sales force selling for your company?
5. Do more than you get paid for! Follow up phone calls, make sure the home or office is cleaner than when you left it, send a Thank You card, send a Newsletter.
6. Focus all of your energy on the $500 an hour work (marketing) not on the $15 dollar an hour work (running to the supply house to pick up a box of quad cable).
7. Outsource all the little things that drain your energy and waste your time so that you have more time to focus on the big security picture.
8. Create PDSM (Personality Driven Security Marketing ™) and build the brand called “YOU”, cuz folks want to buy from other folks. This PDSM will stand out more in a crowded competitive marketplace.
9. Develop and build your business’s personality that stands out. People want to buy from people.
10. How can you turn your security business into a Pay, Stay and Refer cash generating machine?
11. Increase the bandwidth of communication with your existing security clients and keep it real – do it with a personal touch.
12. All your techs should be treated as mini-sales reps and armed with the proper security marketing material to sell or upgrade existing system.
13. Have a risk-free, 100% money back GUA-RAN-TEE; if they’re not happy with your security services, then you will kindly refund the money with a smile. (Cuz it’s the right thing to do!)
14. Always be on the lookout for new security marketing avenues to bring more prospects through the door to you.
15. When you’re constantly designing and implementing effective ‘Direct Response Marketing’ techniques in your security marketing, no competitor is safe from you.
16. Create your security business around your life instead of settling for your life around your security business.
17. Provide a BIG enough reason why prospects should do business with you and pay you a premium for your security services.
18. Generate more offline and online traffic and turn them into clients 4 life.
19. Create more irresistible offers for all of your security products.
20. Fire that pain in the ass client who is costing you time and money and focus on the clients who truly value your services.

Just Being Good
The days of just being good are over you have to be extraordinary if you want separation from the rest of the crowd, and the more top-notch your security system installation and service is the more obligated you are to shout it from the mountain tops how good!

Now Go Smoke Your Competition! –  Bob Maunsell
Former Sgt U.S. Air Force
Have an E.S.P style day, Easy, Successful, Profitable.

Want $2,649,594 worth of FREE Security Marketing Advice? Bookmark My Blog!

Looking for a Little Something Extra to add to your security marketing arsenal?

Do You Have A Difficult Question? Just Ask Me!

Friend Me on faceboook!

Follow Me On Twitter!

**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**

Selling The Visible

From: Bob Maunsell
Worcester, Mass
87 degrees and isolated thunderstorms
Playlist: Rush – Working Man

I just got back from Ireland, and I’ll be posting some really cool pictures, in a few days, of what Irish security dealers are doing, across the pond, to market their security/low voltage businesses…so stay tuned. Without further ado…

Selling The Visible
I know one of the easiest ways to make an impact in your security marketing campaign is to SELL the visible aspect of your security company or low voltage installation company. This is what I call “onstage” selling – when you’re out in the eyes of the public and your techs are on display for the whole world to see. Here are 6 quick ways to sell the” visible” of your security business (a.k.a. your retirement assets!)

1- First and foremost, clean service vehicles and equipment. Make sure you wash your trucks frequently to make sure they always look their best when they’re rolling around town. Your service vehicles should have special offers on them and tout your Unique Selling Proposition (USP) to encourage folks to call your office. That’s what I call a DRSV…Direct Response Service Vehicle, instead of just a “plain Jane” name and phone number. Give’em a reason to call you instead of the other 50 security dealers in town!

2- If your vehicle signage is done correctly you should frequently receive telephone inquires from people who say they saw one of your service vehicles and it reminded them of how they have been wanting to install a security system or have a little preventive maintenance work done to their security system. A great benchmark to go by is if you are frequently receiving inquiries such as: “One of your vans is next door at my neighbor’s house. Can they come see me about a security system when they get done? Or, “I just saw your van on the highway, can one of your techs swing by?”

3- Professional, clean uniforms are very important if you want to sell at prices higher then your competition. Your tech’s need to look their best… If you go to the Ritz Carlton, do you see the staff dressed like the Beverly Hill Billies. No Sir Ree..… they’re dressed to the 9’s! If you want to sell high-end security systems, then you can’t look like a low end dealer. It may cost you a little bit more to get your tech’s outfitted with khaki pants and polo shirts with a company logo, but it far outweighs the risk of the jobs you are potentially losing because your image is lacking professionalism.

4- Also, your service techs should be silently conveying expertise when out in the public eye or when at the front door of a potential client’s home or business. Just think how many conversations have been started and business cards given out at coffee shops, gas stations or restaurants because the service tech LOOKED liked a knowledgeable guy and acted like a skilled professional in his trade. Your techs can be your most effective salesforce. Have them act accordingly.

5- Have security marketing material that is education-based with free reports on home/business security and attention grabbing headlines that draw people to read your soft-selling sales copy. All your vehicles should have Van Pockets on them that carry your business card. If you don’t you’re loosing much more business than you think…and there’s no excuse for not having them on every van in your fleet cuz they’re so cheap. Click here and order one today!

6- Make sure that you invest time in making sure that your market– to-message-media is congruent with the security markets you are selling in. Whether it be on your website, in the Yellow Pages, direct mail, business cards or brochures, accurately project your expertise, workmanship and upscale clientele in look as well as words.

Also check out this post about the 10 Security Business Owners Commandments, and see how you can apply these babies to your own business. I wrote these 10 commandments way back when…in 1996 when the “Smashing Pumpkins” came out with that amazing alternative rock album, “1979″!

Bob Maunsell
Former Sgt U.S. Air Force

Have an E.S.P style day, Easy, Successful, Profitable.

Now Go Smoke Your Competition!

Want $2,649,594 worth of FREE Security Marketing Advice? Check out my Blog!
http://securitymarketingguru.com/category/bobs-security-marketing-blog/

My Free Gift To You!
http://securitymarketingguru.com/bobs-free-gift/free-gift-from-bob-maunsell/

Got A Difficult Question? Just Ask Me!
http://securitymarketingguru.com/ask-bob/askbob

Join My Security Marketing Group On Facebook
http://securitymarketingguru.com/bobs-facebook/facebook/

Follow Me On twitter
http://www.twitter.com/bobmaunsell

**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**

Don’t Tell Bob

As many of you probably know, Bob is on vacation in Ireland this week. The staff and myself here are in the middle of packing up the shop to move into our new building in West Boylston and we just stumbled upon a massive pile of overprint back issues of the Smokin’ Security Newsletter stowed away in Bob’s office.

Instead of having to pack all these away and find space on the moving truck, we decided to do a special offer to everyone on our contacts lists.

From today (7/13/10) until Friday (7/16/10), we will be including 4 FOUR back issues of the Smokin’ Security Newsletter to any new subscriber. Yes, we know we are DOUBLING the amount of back issues typically given out to a new subscriber. It is a $194.00 value, on top of the 2 (Two) Back Issues, Current Issue and 4 (Four) Audio Success CD’s usually given out.

All together that is an $873.00 value!

• One Current Issue of the Smokin Security Newsletter (July 2010)
• 4 (Four) Back Issues of the Smokin Security Newsletter (March-June 2010 Check out the content below!)
• 4 (Four) Audio Success CD’s

***Some of the extra Newsletters even have that particular month’s audio success CD inside them! So you very well may end up with 5 or 6 audio success CDs!***

All we ask is you help with shipping this stuffed to the max USPS Priority Mail envelope for five dollars and ninety five cents ($5.95).

Click or copy + paste the link below to order. (scroll down to bottom of page, you can either order online or download + fax in the the order form)

http://securitymarketingguru.com/security-marketing-products-and-services/the-smokin-security-newsletter/

Don’t wait, this offer only lasts until Friday and this email just went out to over 6000 security professionals, maybe even the guy across town from you!

Sincerely,
Shawn, Jodi and the rest of the SecurityMarketingGuru.com Staff

P.S Check out all the awesome stuff in the March -June 2010 Smokin’ Security Newsletter’s listed below!

June 2010

Emotionally Driven Direct Response Copy
Betty’s story and how Dayton Security solved her security nightmares is included in a full-page ad that I wrote and designed for Norm Dayton in this month’s issue of my Smokin’ Security Newsletter. I’ve included most of the ad’s text above because it’s imperative that you learn that selling security systems has nothing to do with your company logo or the products you install and everything to do with identifying with your markets’ emotional security wants and needs. This can be done successfully by using emotionally compelling stories  like Betty’s. Facts tell, stories sell, my friend!

Free Standing Insert Ads – An Under-Utilized Marketing Strategy By Security Dealers
This piece is perfect for a free-standing ad in your local newspapers or magazines. Free-standing insert ads are a very under-used marketing strategy by security dealers and are a dirt-cheap way to advertise. It’s a great way to build-up visibility in your marketplace (and become omni-present.) It’s also a great piece to use as hand-out when you meet-and-greet new prospects….heck, you could even use it as a full-page ad in the yellow pages!

But I’m not done with you yet!

Inside this month’s issue of the Smokin’, you’ll get:

• Discover how the most successful security dealers will have 5-10 targeted website…all spewing black gold!
• Uncover a little-know secret for turning your clients testimonials into full page ads.
• How to position yourself as a problem solver, not a service provider.
• This strategy, called “Delayed Selling”, takes balls and confidence and why you should use it in your sales strategy!
• One teenie-weenie trick that will teach you how to quote more jobs than you though was humanly possible!
• A highly-unusual trick for getting more facebook fans.

What is the first thing to look for if your’re selling home alarms in low-rent neighborhoods?

May 2010
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 reponse” 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 order the Smokin Security Newsletter this month, my monthly marketing and business building newsletter written specifically for you folks – security dealers and low-voltage installers. May’s Smokin’ comes with a template for my 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!

April 2010
Discover The Secret “Lure” To Being The Big Fish In A Small Pond

There are literally hundreds of small fishing holes, within 5-10 miles of your office, that you can go fishing in for new clients…anytime you’d like.

Do you want to learn how to zone in on specific target neighborhoods…prime fishing waters… where you can dominate the market with your targeted security marketing messages…you’ll realize the greatest selling potential with these strategy – learning how to catch “fish” at will!

So what are you waiting for! I’m giving you the fishing pole and the bait and leading you to waters teaming with fish, all YOU need to do is get on board the Security Marketing Guru’s fishing boat!

BONUS HANDOUT: In This Month’s Issue Of The Smokin Security Newsletter: Get A Client Handout, Used For Pre-Selling Your Services, That Offers The Best Customer Guarantee Ever Written….It is so Powerful That I GUARANTEE You’ll Get the Job on This GUARANTEE Alone!

This incredible handout is one of the first pieces I ever created for a private security client of mine, and it closed over $30K, in an access control project, on it’s first use. It’s designed for pre-selling security and low voltage services…mail it out prior to conducting your security audit and watch the doubt and skepticism go away and a new level of trust, faith and confidence, in you and your services, develop in your prospect! Believe me, you get more service if you guarantee something up front.

BTW: This handout, with it’ s stellar guarantee, can be tweaked for locksmiths, CCTV installers, Electrical Contractors, Home Automation Experts, Fire Alarm Installers, Satellite Yahoos, GPS Installers, and so on.

March 2010

Inside the March Issue, also known as The Spank Issue, you’ll…

• Find out the how to wipe out price-resistance, once and for all.
• Learn how to create future “Pay Days” in your business for the rest of your life – that has nothing to do with RMR.
• Find out what ISFL it’s quite lucrative!
• Get a form, that if used, I guarantee will make you at least $50,000 in sales in the first year of use!
• Learn my 79-word retort to counter anyone looking for a “cheapo security system.”
• How to use the my Stalemate philosophy to win over prospects
• Learn the importance of SPANK and having lots of ammo when you meet your prospects.
• When to use the “stick strategy” on new clients.
• Discover how to create a wall of fame inside your office.
• Have you ever seen a $120,000 testimonial from a very, very, satisfied client? Well, I’ll show you one!
• Get a really cool way to find out the three biggest concerns prospects have before they hired you and how to use that info in your marketing messages.

Security Niches That Will Make You Riches

Question from Jeff

Hi Bob,

My question is that in most business you find riches in niches, does this hold true in the security industry? Should you focus your marketing and your business on one aspect such as cctv or home security or is better to offer it all?

Thanks,

Jeff

Hi Jeff,

That’s a Gr8 question!

First off, I’m not sure if you’re in the security industry or if you’re thinking about going into business for yourself. Yes there are “riches in niches” especially in the security industry. Some examples of niches would be to offer a range of security services to high-end residential clients, nuclear power plants, safe rooms, car dealerships, campus security, day care centers, emergency medical response to the aging baby boomer market. These are all examples of niche markets that have different security needs.

If I was just starting out, with a limited budget, I would go after one market – say, for example, car dealerships, and position myself, in my marketing campaigns, as the go-to security guy for the car dealership industry. I would get to know the market and research it and interview key people and learn what their needs are for security. I would then offer and install CCTV, Intrusion, Access Control, Perimeter Detection, Mesh Networks, Intrusion Monitoring, Video Monitoring to that marketplace. This way, I’d be able to concentrate all of my marketing dollars strategically on one targeted market.

Once I became successful in one niche market, I would expand my efforts into another niche market. It’s easy to cut-and-paste all the strategies you used attracting one niche market into another…they just have different security needs that you need to address and pitch in your marketing. Or, if you are happy with the one target market, then that’s great, too. It’s all in what you’e striving for in your business.

Now, go get ‘em!

-Bob

Bob Maunsell
Former Sgt U.S. Air Force

Have an E.S.P style day, Easy, Successful, Profitable.

Now Go Smoke Your Competition!

Want $2,649,594 worth of FREE Security Marketing Advice? Check out my Blog!
http://securitymarketingguru.com/category/bobs-security-marketing-blog/

My Free Gift To You!
http://securitymarketingguru.com/bobs-free-gift/free-gift-from-bob-maunsell/

Got A Difficult Question? Just Ask Me!
http://securitymarketingguru.com/ask-bob/askbob

Join My Security Marketing Group On Facebook
http://securitymarketingguru.com/bobs-facebook/facebook/

Follow Me On twitter
http://www.twitter.com/bobmaunsell

**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**

Next Page »