Most security entrepreneurs come knocking on our door looking for more leads, better qualified leads, or to put them in front of folks that will pay a premium for their services, or to formulate harden security marketing materials for them that sets them up as the Go To Security Sensei in their local markets.
Dirty Little Secret About Advertising Industry
Let me let you in on a dirty little secret about the advertising industry that most advertising people won’t dare share with you… You really want to know what it is? Okay, I’ll tell yah.
Even with the best and most creative marketing collateral on the planet, you will fall flat on your face, if you can’t get your new prospects to “KLT” (Know, Like, and Trust) You.
Yup, go back and re-read that last paragraph again and sear that statement into your subconscious mind.
Folks have got to trust YOU, before they will reach into their back pocket and whip out a credit card or give you a P.O. for the project. It’s that simple.
My favorite sales training has nothing to do with chanting, walking over hot coals, pounding my chest like Tarzan, sweating folks over a kitchen table till they finally sign on the dotted line, or reciting pre-canned sales pitches so I look and sound like Herman Munster.
No siree. My secret CIA ninja-style has everything to with the ancient art of being genuinely interested in human beings.
This is the Holy Grail… You can’t sell a damn thing until someone “KLT” (Knows, Likes, and Trusts) you.
In order for a prospect to “KLT” you, you need to be genuinely interested in THEM.
Ok, I know it most dealers go through the chest-thumping mantra of how great my security business is, how great my security equipment and services are, blah, blah, blah, blah. But, again….
Let me explain how this will be the most profound ingredient to security selling success that you’ll ever hear and how your sales will literally explode by using this ingredient.
Top security sales reps and security business owners are brilliant at making folks feel like they’re the only one in the room and the spotlight is shining on the prospect.
Think about this, did you ever meet someone, talk with them for 15-20 minutes, then walk away thinking “Wow, we just had an killer conversation. He’s awesome.”
Then, if you think about it later, you realize you didn’t learn a darn thing about the other person.
Successful security sales pro’s are adept at extracting information about YOU. They are trained in the ancient art of getting you to talk about yourself without ever knowing it happened. Top security sales reps are fascinated by every step YOU took in traveling to Nepal, how you built your enterprise, about your vacation home in Key West, or how you became a member on your local board. Top security sales reps use their interest, their politeness, and their social graces to cast an immediate spell on you.
And you’ll like them for it! Again, cuz I can’t stress this enough…
How easy is this to do? It’s easier than you think. Just start by asking the right questions. Stay open-ended and allow room for description and introspection. Ask How, Why, What or Who.
As soon as you learn a little about someone, ask “how” they did it. Or “why” they did it. Or what they liked about it, or what they learned from it, or what you should do if you’re in a similar situation.
No one gets too much recognition. Asking the right questions implicitly shows you respect another person’s opinion – and, by extension, the person.
We all like folks who respect us, if only because it shows they display great judgment.
An FBI Negotiator will tell you that the person asking the questions is in charge of the conversation.
It’s so very important to be genuinely interested in your prospects and clients, plus it’s another tool in your marketing arsenal of becoming a relationship-based security company versus a transaction-based security company.