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ADT Buys Broadview – 13 Ways To Take Down The Establishment!

I’m just sitting down on Tuesday night to write this Friday’s security marketing email for my audience – who are some of the brightest, smartest, and  most creative minds in the security and low voltage industry.

Two major forces are happening in our universe right now that could effect your business.

First off, several of my Security Mavericks and Smokin’ Newsletter members sent me an update through Facebook, informing me that ADT just bought Brinks/Broadview for a crazy amount of money – somethin’ like $2 Bill-Yun and change.

This is great!

With all the confusion in the marketplace over who’s in bed with who….it provides much more opportunities for you – the security entrepreneur with a marketing mindset!

The Shout Heard Round The World… This Is The Peoples Seat
Secondly, a little-know Massachusetts Republican, Steven Brown, is taking down the establishment in Washington, DC with his underground campaign.  His political campaign (i.e. marketing campaign) has struck a nerve that is so raw (and he doesn’t come off as a commodity or part of the existing establishment) that people from around the country came to help this guy win and take down the establishment!

He didn’t run a “me 2” campaign – like everyone else was running; he went out on the road in his green, 2005 GMC truck with 200,000 miles on it, wearing his barn jacket and looking just like you and I, and talked “friendly-talk” to thousands of people.  He discovered their pressure points and used them as talking points and hammered them over and over again.

People aren’t attracted to “me-2s.”  So take a lesson from Scott Brown and get out their and know your market and make sure they know you!

P.S.  David Axelrod, Senior Advisor to the President (and master campaign wizard/strategist), said he was blown away with the ground-swell Scott Brown created and that there’s a lot to learn from the way he ran his campaign.  They’ll be studying what he did for years to come…you just don’t take a democratic seat that was held for 47 years by one of the biggest democratic names in politics (Kennedy) and turn it republican!

13 Ways To Take Down The Establishment
I’m going to give you 13 sure-fire ways to differentiate yourself from your competition (that are not product/brand dependent).

This is the type of information the security trade magazines won’t dare talk about.  Why should they?  What do they care as long as your buying their products and their advertisements!

Most security dealers and security sales reps operate under the assumption that because they sell or install a certain security product/brand, it is a sufficient way to differentiate themselves in the eyes of their potential clients. I can’t think of anything that’s further from the truth and you’re leaving HUGE $$$$ on the table thinking this way! Let me explain to you…

Jiffy Lube…
When you take one of your company service vehicles to one of those “Big Name” oil, lube and filter quick-stops, do you honestly care if the grease monkey, who’s doing the oil change on your vehicle, installs a FRAM, ACDelco, WIX, NAPA or Purolator oil filter?  As long as the product performs its job for your engine, what do you care?  Honestly, are you going to loose sleep over which filter the grease monkey installed? I would bet your going to forget all about anything that was done on your vehicle within 12-36 hours.

Pretty much every oil filter manufacturer claims their filters operate at  99.9% efficiency. So, theoretically, 99.9% of all the contaminants that pass through the oil filter are captured in the filter, saving your engine from damage. All the oil filter manufactures make this claim. This is a COMMODITY item and there isn’t much to differentiate its image – considering the amount of manufactures selling the same widget.

The same can be said about security manufactures. They all make the same claims about their products.  Like images per second (IPS) of the DVR, or the “toast-proof” rating of a smoke detector. How about the response time of a motion detector?

Name Dropping…
In today’s economy, you’re dead-wrong in thinking that your security equipment, standing by itself, will sell the job for you.  I’ll make a confident bet that you’ll be driving back to the office from a presentation without a signed contract for the job, if that’s your strategy.  You need to differentiate your company from your competitors, but don’t do it by “name-dropping” your security equipment.  You need to add a lot more value to the mix than just that!

13 Ways to Take Down The Establishment
I’m going to give you 13 ways to differentiate yourself from your competition. The conceptual “first step” in differentiating yourself is moving away from thinking it depends on the security equipment you install.

1- You differentiate your security company or low voltage installation business by the security marketing material you hand out when you arrive at your new security prospect’s home or office.

2- You differentiate your security company or low voltage installation business by the quality of the questions you ask when doing your 32 point security audit (TM).

3- You differentiate your security company or low voltage installation business by the new security ideas you bring to the table and your effectiveness in communicating these ideas to your new security prospect.
4-You differentiate your security company or low voltage installation business by being more prepared than any other security company.

5-You differentiate your security company or low voltage installation business by applying new exciting and exotic ideas for securing their home or office.

6-You differentiate your security company or low voltage installation business by having more killer testimonials than any other security or low-voltage guy out there.

7-You differentiate your security company or low voltage installation business by having a USP (Unique Selling Proposition) that literally stumps the competition at the front door.

This is, basically, a very compelling reason that answers the question:  “why should I give you MY security system (intrusion, access control, video surveillance, lock work, gate system,sound system) installation to you versus the other twenty (20) security companies that are standing right behind you, begging me for my business and hard earned money?”

8-You differentiate your security company or low voltage installation business by doing what you said you were going to do in the first place.

9-You differentiate your security company or low voltage installation business by becoming an education-based security entrepreneur, consistently educating your client base.

10-You differentiate your security company or low voltage installation business by having a risk free 100% money back gua-ran-tee, if they’re not happy with your security services, and you will kindly refund the money with a smile. Because this is the right thing to do if you operate an ethical security installation business.

11-You differentiate your security company or low voltage installation business by how you follow up with your new security clients after the installation.

12-You differentiate your security company or low voltage installation business by sending out a monthly security newsletter to all your clients, prospects and friends.

13-You differentiate your security company or low voltage installation business by having free reports to pre-sell your security services before you even show up!

The reality is all security products are essentially the same.

The reality is most security companies are perceived the same.

And, last but not least, most security sales reps are perceived as the same.

If you want to be perceived differently from just another “Me-2” security company or another “ham-and-egger”, then you might want to start thinking about implementing these 13 strategies ASAP!

P.S. You are smarter than all the other bears in the woods by virtue of reading this!

P.P.S.  Take advantage of my birthday offer – just below – before it expires on Jan 31, 2010!
It’s My 47th Birthday…And To Celebrate, I’m Going To Make You The Sweetest, Most Generous and Amazing Offer Ever…

It’s The N’or Easter of Offers!

Bobs47th

Da-Da aka (Bob) with Bridget & Kiera celebrating my 47th B-Day!!!


Have a Great weekend… Enjoy the AFC & NFC championship playoff games!

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