I’m sure you’ve heard it before from me: “A Referrals-Based security business is the BEST business to have.”
So if you want an ESP style (Easy -Successful – Profitable) Security Business, these are some things you can do right now to get you there.
Here are eight terrific steps to take your referrals to hit all-time highs:
1) A quality newsletter is the fiercest marketing weapon for security dealers/ integrators who want to attract clients that PAY, STAY, and REFER! Send out a client newsletter at least 4-6 times a year to your existing clients and prospects. A newsletter creates an almost unbreakable bond that withstands economic uncertainty, and it keeps your clients loyal to your company, it also prevents your clients from jumping ship for low-ball competitors. This is truly the BEST internal security marketing strategy that you can’t ignore.
2) Offer useful security information to your clients and prospects both digitally (via email) and in print (via a newsletter). Most of us get email, few of us read it for what it is. I find more and more, that it’s a nuisance to even get it and have made threats to myself to get rid of it! Whereas, printed mail captures my attention much more completely and I also tend to place a higher value on it. I believe most folks respond somewhat the same. HOWEVER, do not completely ignore the value of communication sent via an e-letter or some form of one as long as it’s targeted and concise and not too lengthy. They still work better than nothing in this area.
3) Educate, educate,educate, educate! You can never give out enough information. You want to TRAIN your clients and prospects to expect HIGH-GRADE security advice from your company. Pick a relevant security topic each month. This is important to the success of the communication. I recommend providing information about say biometrics one month, IP cameras the next month, to the right target audience. In giving the information, keep it simple and easy to understand and avoid technical mumbo-jumbo to keep the reader’s interest.
4) Become a “SHAMELESS SELF-PROMOTER!” If you’re not going to toot your own horn, then nobody else is. No one knows you or your business better than yourself. You should be continually promoting your security business 24/7/365!
5) Position yourself, in the mind of your community, as the Security Guru. Being in a security niche (e.g high-end residential, property management, health care facilities, car dealerships) is easier to promote and sell than a “do-it-all” general security dealer. And, once your clients get in and see that you do more than say just residential, then you can obviously offer those services to them. BUT, defining a niche and working hard to fill it is an advisable route to go.
6) Sponsor charitable events or start your own non-profit is easy to do. A non-profit corporation is a fantastic way to promote your favorite cause and it’s a great P.R. move. Be sure your causes are worthy or your clients and community’s support. Hold events at local landmarks. We just did a party at a local bowling alley and asked the attendees to bring items of children’s clothing – in good condition – as their entrance fee. We then donated the clothing to a large, local daycare agency that takes in a lot of disadvantaged children. When all was said and done, we had an awesome party with clients, prospects, friends, and family members….all coming together to donate to a good cause and have a wonderful, entertaining, family night out. We ended up with over 100 items of children’s clothing to donate!
7) Ask those clients that you desire more of to refer your security business. This can be as simple as literally asking those “A-List” clients, you see everyday, to send in their friends and family members. Be sure to educate them on your in-house client referral system.
8) Be Consistent in your efforts. This is probably the most difficult of the “8” security business success secrets. Once you find a delivery system that delivers high quality clients, stick to it! Especially, if you are active in advertising externally (outside your client base), be sure to diligently track all referrals from all sources. Find what’s working and point your efforts (monetarily and otherwise) in that direction.
If you want to increase your personal earning power, the answer is to always focus on becoming better at marketing your security or low-voltage business.
Have a gr8 week!