K.I.S.S, Facebook and Marketing…..What???

This smackdown is going back a few years to my days in high school. I was a pretty rowdy kid when I was growing up and I remember going to keg parties’ way up in the woods at this local hangout called “Soap Hill” in my hometown of Grafton, Mass.  These parties were always late at night and were real fun. I would have my ‘73 Barracuda with the 8 track player going full-tilt to the song by KISS called “Rock & Roll All Night and Party Every Day.”  I always went to these parties with my friend Mike “Loops.”

After high school, Mike went on to college and picked up a couple of advanced degrees in engineering, and took on a corporate gig.  Not me.  I enlisted in the Air Force and acquired the skills of an electronic security systems tech and after 5 years serving overseas, I got out and picked up my state master electrician license and eventually started my own security company.  I always knew the importance of marketing but really when I started out I didn’t have a clue how to do it effectively and drive clients through my door. I got my marketing education ‘on the streets’ as I like to say, learning first hand from some of the best direct response marketers and copywriters in the biz and tailoring their concepts to meet my nice in the security industry. Every night – for years – I studied my tail off learning the art of Direct Response Marketing (Yes it is an Art!). During the day, I implemented then tested, tweaked, refined and re-implemented the hell out of the security marketing systems I built, until I could put my security company on ‘auto-pilot’ with a steady stream of new jobs and new clients coming through my pipeline. When I say my security marketing programs are tried and true…I’m not kiddin’ around!

In the Air Force days, we would always use the K.I.S.S. method for training new military personal. What does the acronym K.I.S.S. stand for you ask? -  Keep It Simple Stupid. If there is one successful organization out there that you should model your security company after, it would be the U.S. Military. Think about it, they have a system in place where the bulk of the work is done by 18-24 year-old kids. It’s run by older, higher ranking officers and there is a script, plan A-Z, or rule for everything – even for how you go to “the can” – which leaves no room for error!!  Everyone is on the same page!  The military has franchised this process to the tee!  Whatever branch or location you are in, they are run the same – just like good old McDonalds. Hey I wonder where McDonalds got the idea…..hmmm?

Roll the dice anyone?
I had a lengthy conversation the other day with one of my Security Maverick Coaching Club members about his sales force.  I just want to touch upon one of the topics we talked about.  If you have a sales team and your sales team does roll playing…the days of roll playing are over!  How can you role play in this economy?  I’m sorry, but motivating sales reps, chanting, writing slogans on the board, walking on fire and then patting everyone on the butt and sending your sales team out the door ain’t gonna work in this economy!  You need solid advice and marketing tools to get the phones ringing!

And when I say solid marketing tools, I mean marketing systems designed by someone who really knows their stuff!  One of the most important marketing tools to employ is a proven direct mail piece written by a professional direct response copywriter who is seasoned in the security marketing industry and has the brass tacks to close a deal – when it counts!  You can find many copywriters, but ask yourself this:  What do they really know about your market – the security installation market?  Do they know your target market and understand your clients’ security concerns?  They damn-well better if they’re crafting a message to them!

One thing that really annoys me about most copywriters and marketing people is how they claim to be so wonderful and have won so many awards! It’s such a joke! One of the biggest marketing awards is called the SAMMY.  There are many marketing professionals who can claim the fame of having won this illustrious award.  So what does it mean for someone to have won a Sammy?  The award is based on the “look” of a direct mail piece – not on the results it gets!  So if it looks good, it wins?  I don’t get it.  Shouldn’t a marketing piece be judged by its response ratios, website traffic, or how about this….What it actually brought in for sales!!?? – its’ revenue creation. That’s what I’m talking about! Last time I checked my business bank account only takes checks for deposits not awards!  Besides, any truly good marketing professional would know that the graphic design component of a direct mail piece is done last in the creation process!  Maybe I’m ranting here but….Shouldn’t there be an award based on monetary results – like “the million-dollar revenue-generating marketing piece award”? MDRGMPA, A little title-heavy, but worthy of an award – don’t ya think?  The security marketing pieces I’ve created have been tried, tested, tweaked and refined – IN THE SECURITY AREA on my tab! – to bring in the maximum amount of dinero to your wallet and worthy of the latter mentioned award!  Enough said.

In this March’s issue of the Smokin’ Security Newsletter, I’m including a live direct mail/handout piece that I’ve successfully used over the years to close a ton of higher end residential security systems.  There are only 35 words on this piece, but they’ve been cunningly crafted for maximum sales impact! They will knock down the walls of doubt and fear all potential clients have when calling a new security installer (you) and also strengthen the relationship you have with your existing clients.

Remember what I said about the U.S. Military always having everything scripted down to the tee?  Well, I’m also including in this issue a nineteen (19) point pre-sales selling script that you can use, prior to showing up, to conduct your security audit (to set the stage for your arrival.)  It is so dang easy to use, the whole family can sell with it! Your techs can become mini-sales reps for you with this handout and sales script enabling you to dynamically increase your ‘sales force’ without having to hire any more staff.

And because I’m feeling so chipper today, due to the wonderful spring weather we’re having, I’m going to throw in another marketing piece…it’s a ten (10) point script that you’ll use as a guide to following up after the sale, that will make your new clients feel all “warm and fuzzy” about you.  Heck, maybe they’ll get chipper and start bragging to their friends about how they’ve got the best security company in town!  Remember a happy, chipper client tells, on average, 9 others about their happiness and who they are happy with! A teed-off client can tell up to double the amount about their bad experiences – you don’t want that to happen!

If you’re not presently a subscriber to my Smokin Security Newsletter, I suggest you get on board NOW!  There’s a special sign up bonus – for a measly dollar you can sign up and get your hands on these awesome marketing tools, I’m including in the March issue, to help you guys start closing more residential and commercial sales in these rough times!  Bob I want the Smokin’ Security Newsletter!

Oh, by the way, I bumped into my friend Mike Loops recently through facebooks.com.  He’s been doing well, until recently.  He just got laid off and is looking for new employment.  I sometimes used to wonder if college and the corporate gig was for me. Looking back I really don’t think so, fast forwarding 20years + from my senior year of high school, I own three businesses, I can come and go as I please and I don’t have to worry about answering to anyone but my wife and two beautiful daughters. And, if I’m going to get laid off, then I’ll be the one letting myself go…not someone else!  I have the power to make or break my security company and so, my friend, do you! – even in this economy!  Oh, one last thing – if you don’t have a facebooks account set up, I suggest you get one.  There’s a lot of business to be had, if done the right way.  My coaching members and I are finding a lot of unique opportunities in social media. Hey, if you want, send me a friend request…go a head and do so now! Join my Security Marketing Group!

I’ll end this Smack Down with one of my favorite quotes by Jim Rohn “The book you miss could cost you a fortune!” and might I add, “If you miss this month issue of the Smokin’ Security Newsletter, it will cost you a bundle.”

Peace Out,

Bob Maunsell

Hey Don’t Forget To Tune In Friday Afternoon For My Security Marketing  Q&A