Winter Time Selling Blues…

Here’s a good Q&A:

Hi Bob,

I feel that I know you, I have read your website, blogs, ect. And am a friend on Facebook. But, you don’t know me and I dont subscribe to your monthly help. I hope you can take a second to read this and possibly help out.

I have a background in Door to Door alarm sales with APX and Pinnacle security. I started my own dealership with Security Networks january of 2008. We had a good year for what we wanted to do. 500 accounts.

Unfortunately my partner ran off with the money. I have since put the company in my name only and all of the sales people and techs were my guys and are coming back with me. My partner was just a money partner and he was the only one on the bank account, ect. I am ready to have a great year and expect to do over 1,500 accounts since I have 3 offices going starting march.

My problem is that I live in Ohio and our buisness is 100% door to door, and it is 20 degrees and snowing. I would like to work in January and February, but Door to Door is a hard option. I will this year subscribe to your monthly help and look forward to using your services later in the year, but right now I have very little money and need to find a way to sell security alarms to make money to do marketing.

How can I sell alarms with no marketing budget???

Thanks!

Bill

Hey Bill,

Thanks for the kind words. Seeing you’re strapped for cash, the easiest and least expensive road to take is to go to your existing clients base and “shake the tree.” I’m suggesting this because your clients have already purchased from you and, therefore, would be more apt to make another purchase.

Offer your clients a wintertime incentive for them to do upgrades and/or add services, such as, monitoring, cellular backup or service contracts. Also start a referral program so that your clients refer their family, friends, and colleagues…you’ll need to be able offer $$$ or a gift card for any referral that turns into a sale, though.

To cheaply acquire some new clients, when you are on a job, start “farming” the area around your install. Seeing you are a pro at door-to-door, start canvasing the area and letting people know that you are doing a job nearby and offer them a card with a special 10% “good neighbor” discount. For those people not at home, hang a door hanger on their knobs.

I have a door hanger that I use. It lets the homeowner/business owners know that we are doing an install in the area (there’s a blank line on the door hanger where we write down the address) and offers the recipient 10% off of a new install or upgrade.

These are only a few ideas, but you can get many more solid marketing ideas and tried-and-true samples of successful direct marketing pieces by becoming a member of our Smokin’ Security Newsletter.

Best of luck!

Thanks!

Bob

Have a gr8 Super Bowl Weekend everybody! Go Saints! Go Colts!

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
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**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!**

Do You Have A “Snow Shoveling” or “Snow Blowing” Mentality to Selling?

I just got back from my parents house.  I stopped by because, over the last week, they’ve both been “under the weather” with a cold and I wanted to check on them and see if they needed anything.

My folks are getting a little “long in the tooth.” My Dad (a.k.a. Paude) is 80 years old and my mom (a.k.a. Maude) is 82 years old. She hooked herself a nice, young, handsome, strapping Irishman at a dance in Tralee, Ireland almost 50 years ago.

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!**

7 Ways To Slay The Competition Using Free Reports and Kick-Ass Offers

This will be a quick read, but a very insightful and powerful one, at that. It’s my daughter, Bridget’s, 9th birthday tomorrow so I got to head out and get her some gifts (she wants at least a dozen different Webkinz!)

But I don’t want to leave you without a few pearls of wisdom, so here it goes…

One of the best ways to separate your security/low voltage business from your competitors is to use niched (e.g.  for nursing home safety, for fortune 500 top CSO’s security tips, etc.)  free reports to generate high-quality leads.   You can pitch this free report in a direct mail piece, on your website, in your company newsletter, in a magazine ad, in a radio/tv ad, etc.

After receiving and reading your free reports, folks will be predisposed to do business with you.  Your free report has proven that you are the knowledgeable, expert in the field and you have pre-sold your company before you’ve even shown up, on-site, to conduct your 32 Point Security Audit (TM).

Targeted free reports and Kick-ass offers are key components in developing and “ESP(TM)” style security business – Easy, Successful and Profitable!

Here’s 7 things that you should include in your free reports:

1. Include your offer in the headline.
Prospects move quickly and won’t stick around waiting for you to get to the point. If you want them to take advantage of an offer, say so right from the get-go:

“Announcing a FREE 32 Point Security & Energy Audit – For Auto Dealers Who Are Interested In Slashing Energy Bills in Half and Installing a Virtual “Trip-Wire” Around Your Property That Will Prevent Car Thieves From Vandalizing Your Car Lot…Ever Again”

This sure beats the same old, worn-out security messages… We’re The  #1 XYZ  Security Company in Akron, Ohio…. Our Goal Is Your Security…. Security Is My Passion… We Don’t Sleep At Night So You Can….

This is what I call Message – Market – Match. You’re flagging and talking only to the market you want to do business with.

2. Explain the offer early in your message.
It’s a big mistake to wait until the end of the message to explain the offer. Again, it’s a fact of life that readers want you to get to the point quickly, so let them know what you have to offer immediately:

“Dear Ivan:

I’m writing with a free offer that can help you solve some of the toughest security problems you face every day …

If you contact NTX Security immediately, I’ll send you a copy of our fact-filled ‘Complete Guide to Stopping Home Invasions’ absolutely free.

This ‘must read’ 12-page report reveals and shares the vitally important lessons we’ve learned over the past 20 years in securing homes in the Dallas, TX area…etc.

3. Include the word “Free.”
You know this rule, of course. So tell me why this magic word isn’t used more widely in marketing materials. Hey, it works…trust me on this one!

4. Stress the fact that your offer has no strings attached.
Very important. Your prospects want to know that if they respond, they won’t be hounded in the future. So be sure to let them know:

“Please remember that there is nothing to buy and no risk or obligation of any kind.”

5. Include a photo of your free report.
If you have a free report, whitepaper, information kit, or free ANYTHING, show it. A photo of your fulfillment piece makes the offer real. The picture can appear on the envelope, letter or  business reply card or your direct mail piece, on your webpage, inside your newsletter, in your advertisement, etc.

And don’t forget a callout (a short block of copy that’s linked to a photograph or illustration by a straight line). It tells readers what they’re going to get and why it’s worth requesting the offer!

6. Use compelling copy to sell.
Whatever you do, don’t make a bland statement.

WRONG: Get our free report now.

RIGHT: Get our free report, “Seven Ways to Protect Yourself Against Home Invasions”, or  “Five Ways to Protect Your Family Jewels!”

WRONG: Don’t miss our free Information Kit.

RIGHT: Don’t miss our free Information Kit, “How to Choose the Right Security Integrator for Your Airport Security”

7. Make it a “limited-time” offer.
One of the ways to get your readers to act is to create a sense of urgency. So give them a deadline. (You can always contact them later and say that due to incredible demand, you’re extending the deadline.)

Have a Gr8 weekend!

Only 2 days left to get your hands on this info, that’s it sorry….

The security marketing ideas and information in the January 2010 are HUGE!!!

• The Best Thing I Did in 2009 That You Can Do in 2010
• How to create a Long Lasting Relationship with Your Client Base, it’s easier than you think!
• How to create a secret link of communication to your client base
• How to write persuasive emails that sell
• The 4 little-known secrets on how to write emails that sell
• How to create personal and business momentum that will make it hard for your competitors to keep up
• How to make emotional deposits with your client base
• 10 little known secrets to turn your home sound system into a Vanician concert hall
• 31 questions to kick start your brain for writing emotionally based emails
• How to write like you’re talking face-to-face
• The #1 reason you need to communicate more often with your client-base
• My #1 secret weapon for building a trust tunnel

Bonus #1: Your quarterly client-retention newsletter is ready for download – This is the Holy Grail for building a Firewall around your Security Business, and for getting clients to pay, stay and refer!

Bonus #2: Your new referral generator is also ready for download to stimulate more business. You can attach this to your invoices for the next 10 years and become a silent sales rep.

Bonus #3: Your client fax-back form is ready for download, to attach with your invoices

Part 2 of the Audio Success CD - How to Make Maximum Money in Minimal Time

This link will explain all the security marketing pieces you get inside the Smokin’ Security Newsletter!

You don’t want to miss this issue!

So obey that inner voice, follow this link to the Smokin’ Security Newsletter page, and signup today!

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!**

The Ballsiest Ad I’ve Ever Seen…

Hey guys, Rob here and I’m running the show here today. Just working on my lunch, an awesome grilled chicken salad from Uncle Sam’s Pizza here in Worcester, and I came across this crazy ad that 3M did with their “money security glass.” I figured Bob would love to write about this and how it would be an amazing ad for any security dealer, so allow me to do it for him…

What I’ve learned most here in my first few months is that to be successful in the Security business, you need to put yourself out there and be a little less “play-it-safe” and a little more “daredevil” when it comes to generating leads.

Take 3M’s Safety and Security Window Films marketing technique.This product is amazing by the way…  protecting from solar glare, cutting down ultraviolet rays, and providing energy savings. The window film as a whole, can withstand severe weather changes, as well as explosive “attacks” on it and burgalary attempts on it.

To prove their points, 3M began a campaign in which they stacked “1 million dollars in cash” (except it was really $500) inside a display case encased in their ‘security glass’. The deal was, if you could kick in the glass, you’d get the money inside. This is a great example of ‘guerilla marketing’, and it got great results. Just Google this ad and you’ll see a ton of positive feedback about it. People loved it! Who knew a security ad could be so compelling?!

Make your ad bold; make a promise. If your promise stands out, and strikes a chord with the market, you’ll see great results from the ground up and increase your market share. Talking about service and peace of mind doesn’t is great, but it doesn’t quite get the job done. A great USP will repel the people who are just out to waste your time. Instead, you’ll be attracting more legitimate security clients your way. Remember, selling is all about making a promise. Make your promise standout, spontaneous even, as long as it is something you can keep. That’s a USP – the promise no one else can make…or has the guts to make (like tempting people to break into a glass street display for cash).

Here’s Bob’s 3M ad for you, and his own “Ballsey Guarentee!”

Don’t you think this security marketing information could get your 2010 jump-started in a hurry?

The security marketing ideas and information in the January 2010 issue is bigger than three of Bob’s favorite cigars!

• The Best Thing I Did in 2009 That You Can Do in 2010
• How to create a Long Lasting Relationship with Your Client Base, it’s easier than you think!
• How to create a secret link of communication to your client base
• How to write persuasive emails that sell
• The 4 little-known secrets on how to write emails that sell
• How to create personal and business momentum that will make it hard for your competitors to keep up
• How to make emotional deposits with your client base
• 10 little known secrets to turn your home sound system into a Vanician concert hall
• 31 questions to kick start your brain for writing emotionally based emails
• How to write like you’re talking face-to-face
• The #1 reason you need to communicate more often with your client-base
• My #1 secret weapon for building a trust tunnel

Bonus #1: Your quarterly client-retention newsletter is ready for download – This is the Holy Grail for building a Firewall around your Security Business, and for getting clients to pay, stay and refer!

Bonus #2: Your new referral generator is also ready for download to stimulate more business. You can attach this to your invoices for the next 10 years and become a silent sales rep.

Bonus #3: Your client fax-back form is ready for download, to attach with your invoices

Part 2 of the Audio Success CD - How to Make Maximum Money in Minimal Time

This link will explain all the security marketing pieces you get inside the Smokin’ Security Newsletter!

You don’t want to miss this issue!

So obey that inner voice, follow this link to the Smokin’ Security Newsletter page, and signup today!

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!**

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!

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

It’s My 47th Birthday….and to celebrate, I’m going to make you the sweetest, most generous offer ever…with a N’or Easter of Bonuses!

First off, I’m going to give you three (3) FREE back issues of the Smokin’ Security Newsletter and four (4) Audio Success CD’s ($291 value, but, really, it’s priceless!)

Second, I’m going to throw in my special report, “Seven Simple & Easy Steps to Doubling Your Installations and Getting Paid Quickly in 2010″ ($97 value)

Third, I’ll also throw in my special report, “Five Security Marketing Skills to Master in 2010 and Beyond” ($97 value)

And forth, what the heck, I’ll give you another special report, “87

All of these gifts are yours to keep.  There are no strings attached.  And there’s no obligation to buy anything…you can cancel at any time!

Why am I doing this?  Because I’m getting old and going senile!  No, not really. It’s because I think th

ere’s no better, more honest way to get you interested in my Smokin’ Security Newsletter than to let you “try before you buy.”

Sure, people (especially my wife) tell me I’m crazy for giving away so much free, valuable stuff. They say, “How can you justify giving away the store?”

Well, I may be getting older, and possibly going crazy, but I’m not stupid.   I’ve found over the years that whenever I get security installers to sample the Smokin’ Security Newsletter, they become absolutely hooked.  Many have continued to subscribe for years.

And so I figure the more installers I can entice to try the Smokin’ Security Newsletter, the more installers I’ll win over as members.  Hence the reason for this almost-crazy, irresistible offer.

You will get all the pieces mentioned above for FREE…the only thing that I ask from you is to help out with part of the shipping cost by paying the measly sum of $5.95.  Simply go to the Smokin’ Security Newsletter Page and sign up today and I’ll send you:

Three (3) back issues of my Smokin’ Security Newsletter that’s packed with solid, proven security marketing advice and strategies, and tried-and-true security marketing samples. You will get all the tools you’ll need to build a faithful heard of clients that will STAY, PAY and REFER! You’ll also get four (4) powerful audio success CD’s that include:

1. The Black Belt of Google Adwords.
2. How To Skyrocket Your Security Business With Interactive Video Monitoring.
3. Why Most Websites Fail and How To Make Yours A Smashing Success.
4. How To Make Your Clients Feel Like A Million Bucks.

My special “Seven Simple & Easy Steps to Doubling Your Installations and Getting Paid Quickly in 2010″ will teach you WHAT you can do in the next three months to start 2010 off as a BIG year for you!

My special report “Five Security Marketing Skills to Master in 2010 and Beyond” highlights five skills, that if mastered, will have a BIG impact on your income stream (it will turn that stream into a river!)

Take a look at all your FREE stuff!  If you love it as much as I think you will go to the Smokin’ Security Newsletter page and test drive the Smokin’ Security Newsletter. Just fill out the form and we’ll take care of the rest.

But there’s one catch…I’m only offering the three special reports for FREE (my extra frosting on the cake, if you will) for the month of January (my birth month).  So you need to obey your inner voice and sign up today!  I’m not making this offer to everyone (only a select few), hence the reason you will NOT see these special reports offered to the general populace on the website. If you sign up before the end of January, you and only you will get these special reports.

So, maybe people think I’m crazy, but you’re nuts if you don’t take me up on this offer!

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

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!**

I Have A Dream…To Help Every Security Dealer Attain A Massive Cash Surge in 2010!

Check out this awesome email I received from John J. the other day!

Bob,

I have always run a successful security guard/alarm response business. I made decent side money, and enjoyed a career as a Security Manager for a large American shopping center developer. I was laid off in February of ‘09 and decided to get into alarm installations, as a value add to my current business.

My alarm install biz has been very slow. I really don’t know what to do. I lost my father (you share the same birthday) on June 1, so I didn’t really have much time to get out and advertise the installation side of the business during the summer.

I did some piece by piece things with no real success. I happened across your website and I found the folder with some reports you sent me, but I really cannot afford to subscribe to you right now.

What are your suggestions? I can’t find another job, and I can’t live off what my business is bringing in.

Please help me – tell your wife you’re not giving the store away, you’re just letting me look around after closing.

Thank you.

Sincerely,

John J

I Have A Dream…To Help Every Security Dealer Attain A Massive Cash Surge in 2010!

Hey John, help is on the way!  If you need cash, fast, then here are nine quick strategies you can implement that will “bring home the bacon” for your security business.  Seeing you’re a little cash-strapped, at the moment, pick a few of the strategies and, as you make more $$$$, add more strategies.  You do, however, have to implement some of the tactics within the next week or two. Tony Robbins always says:  think “MASSIVE ACTION”. Therefore, take “MASSIVE ACTION”…immediately!  This will almost certainly pull you out of any sales slump. Besides, it’s probably your lack of action that got you in hot water in the first place; don’t let it keep you there.

1. For my Maverick Coaching Club Members:  Send out the “Cash Surge Letter” to all of your old clients and current ones you haven’t heard from in a while. People love a deal and if you read my article about P.J.’s Bar & Grill, everybody looooves a good deal!  And what American’s love is VALUE, not necessarily the cheapest price, but the most bang for the buck. So create a “recession special” for an upcoming promotion.
2. Run a “Referral Contest.”  Whoever refers the most new clients to you in a month gets a $100 gift certificate to a Ruth Chris’s Steakhouse or another fine restaurant in your area. My all-time biggest money-making referrals came last year when I did a contest for a free trip Mexico.  I used my accountant in my marketing pieces, throughout the year, to “pimp out”  my Mexico contest. I generated $625,000 from this one strategy alone…are you sitting down, if not, then do so now…I paid around $3,000 in referral fees for brining in $625,000 in sales!. Now, that’s putting a whole heck of a lot more moola in your pocket!
3. Raise your rates!  Most security dealers, that I know, are about $20-$25 an hour under-billing their services.  You’re leaving a a lot of “dough on the kitchen table” by not charging more for your level of expertise. Look at yourself as a “Doctor.”  You’ve put your time into this trade, worked long hours as an apprentice, and then  taken courses at your local voke school to earn your license. Don’t under-value your expertise. Raising your rates is an easy way to “pitch” a service agreement contract. It gives your clients a sense of value by locking them in at a reduced labor rate. By doing this your creating an stream of RMR. The more streams the merrier!
4. Call three or four liked minded companies (e.g.  IT Professionals, Electricians, Locksmiths) and just ask if they would like to do a J.V. (Joint Venture) with you.  Something as easy as doing a direct mailing to each others mailing list or throwing a “Technology Day,”  where both companies bring each others clients together for the latest and greatest in technology in each others fields. The power of two is stronger than the power of one. Create a synergy with local, non-competing companies in your market that can spoon-feed you HOT leads.
5. Call a few associations, in your area, and talk to the person in charge of business development about promoting a free “Lunch and Learn” to their members or giving all of their members a “Get Out of a Security Jam, Free” Card, which is basically a free service call. Talk about an easy way to get your foot in the door, showing off your expertise, and create a blizzard of up-selling!
6. Think back about campaigns or promotions you’ve done in the past that really kicked butt. What you need to do, now, is just blow the dust off of those campaigns, spice them up, and get them back in the mail.  If they worked once, there’s a damn good chance they’ll work again.
7. If the phone ain’t ringing off the hook, just pick-up the phone and start placing outbound calls to your key accounts and just say “THANKS” for your business and check up on their security system. I betcha a dollar for a donut that they will have a project for you, or the next best thing -  a sweet referral. Just picking up the phone and making a call, right now, it’s that easy to do…and it’s easier not to do. Always remember  The Slight Edge; it applies to every aspect of your life.
8. Send all of your clients a funny, zanny seasonal postcard like the six annual postcards I send out (Halloween, Turkey-Day, My B-Day, Valentine’s Day, St. Patricks Day, and Forth of July postcards) or send out a personal hand-written note. Theses types of postcards get a lot of mileage cuz people pass them around and get a good laugh out of them. Stop being a stiff…don’t be afraid to show a little character!
9. Now this one takes some balls, but hey, so what!  When I first started my security business I relied on cold-calling to literally put food on the table. If I didn’t do this at the beginning, I don’t know where I would be right now. I’d probably be looking for an economic bailout, myself. I had the “brass tacks” to make call after call after call. Swallowing my pride, I got pretty darn good at it. I still have no problem picking up the phone and calling a new prospect five-to-six times, which is what I used to do. People don’t take you seriously till after the forth call, anyway. I  don’t have to cold-call anymore cuz once these guys are in my funnel they are smart-bombed to oblivion with targeted direct mail pieces and are CALLING ME UP!

Believe me, I don’t miss those days of “ground pounds” through the yellow pages looking for a prospect with a pulse. But if I didn’t have to dial for dollars, back in the day, I wouldn’t be the copywriter that I am today.  It was those early days where I learned to sell over the phone and learned the nuances and phrases essential to building relationships and trust.

I Have A Dream….To Help Every Security Dealer….

I, The Security Marketing Guru, want “YOU”  to personally pick up the phone and call at least three (3) dream accounts you have put off calling, either because you were to busy or didn’t have the sack to call these people. The dream accounts are the ones you think are untouchable – and after the pleasantries – ask them this exact phrase:  “Would you give my security company at least one chance to prove our expertise to you… because I would like to earn your future business, and also would like to earn your trust and confidence?”  That is a patent-pending, Bob Maunsell phrase that I used to win clients over and over again. Go ahead and try it (put it in an email if you’d like) and you can thank me later!

People hate telemarketers but many people will appreciate a ballsy call like that. Guys and gals, the secret weapon to all of this is:  after you make a connection with that person…send them a personal “Thank You” note for taking the time out of their busy day to speak with you.  Then put their name into your database and start a “dripping campaign” of sales letters and postcards, coupled with some follow-up phone calls.

These tactics are exactly what this Mac-Daddy deployed (a little Air Force lingo) to start the snowball rolling down the hill!

So, John, my dream for you in 2010 is to dream BIG.  I have given you a peek into my store and have given you more than enough info to get yourself out of any slump.  Now, all you need to do is IMPLEMENT!

Have A Great Day!

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
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Follow Me On twitter
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**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!**

Psst. I Got Something Great to Show You…

It’s Rob S. from Security Marketing Guru.  Bob hired me a few months back as an additional executive assistant (there’s also Shawn  teaching me the ropes!) I was brought on board to help with the day-to-day operations and help with the growth that we have been experiencing over the last year.

Part of my responsibility at Security Marketing Guru is blogging, editing audio and video clips, and and getting the Smokin’ Security Newsletter ready for printer each month.

When I was editing Bob’s video – that’s exclusively for viewing by the Smokin’ Security Newsletter members’ and Security Maverick members’ “eye’s only” – I couldn’t believe how much useful marketing insight that Bob delivers in the video.

I think I know a little bit about education since I’m a student at Worcester State College (aka “Woo-State”)  with a major in business and a minor in English.

Honestly, my marketing and business professors in college could not and did not deliver the kind of hands-on, real-world proven marketing ideas and advice that Bob included in his video. Professors only talk in theories and “book knowledge” so it was quite the eye-opener to witness such insight into how to effectively market your security business with solid advice and examples to back it up.

From the day I started here, Bob has talked about “over-delivering” on your products and services and giving tons of value to create a “WOW” experience for clients.

The big thing that I came to understand from Bob is that everyone is not your customer, and that you should have a security marketing system in place for sifting, and sorting, and screening people who do business with you so that people are predisposed to do business and take recommendation.

I hope you enjoy the video as much as I did…get a pad and pencil ready because there’s a ton of info you’ll get and want to implement!

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!**

How To Run Trunk Slammers Right Out Of Town

I don’t know about you, but most ethical security dealers hate these guys.  You know them…the trunk slammers that run around town doing security installs out of the back of their mommy’s car. These guys are probably living in their mommy’s basement watching online porn and eating microwaveable Tombstone Pizzas…enabling the to work so cheap.

This isn’t doing anyone any good because it brings the market down. Trunk slammers are in almost every market – especially when the start-up cost to enter a market is next to zilch, then you get a lot of trunk slammers running around town.

These guys don’t get a lot of repeat business or referrals, for that matter.  They just think “Wham, Bam, Thank You Ma’am”  and go on to find the next sucker looking for a cheap install…good luck with customer service on the back end!

Security Selling System…

When you have a security marketing system in place that utilizes multiple client attraction and retention methods, you can’t be copied or knocked off by some hack whose working for peanuts. But, here is a big point to remember and act upon:

Having one method of attracting new customers is very dangerous and, in truth, is very, very, small thinking. It’s extremely hazardous to your financial well being. You are restricting yourself to one media…it’s like being a stool with one leg.  You can balance yourself on one leg, but for how long – before you tumble over?

ADT…

ADT, for example, has some defense against this rapid deployment of hordes of trunk slammers, and Johnny come lately(s). They have the $$$ to blast their marketing message out into the stratosphere – national TV, print, direct-mail, package inserts, the internet, Google Adwords, college bowl sponsorships, etc.

Unless someone has similar capital, infrastructure, organization, discipline, and multi-media expertise they flat out can’t compete or replicate that type of advertising. Joey-the-trunk-slammer living in mommy’s basement can’t replicate this.

But you, the astute security entrepreneur, can model and improve on this multi-media layered attack formula for success on the local and regional level, one step at a time.  Some things you can do are:  start a client referral program, start sending out a quarterly newsletter, put door-knockers on all houses/businesses around a current install, start doing direct mailings, put up a client-nurturing website, host an informational/educational-based security seminar (and turn yourself into a micro-celebrity in your market.)

Mr. Duffy and the Elephant…

One of my early mentors (Mr. Duffy) said to me, when I was scratching my head thinking I didn’t have the “bandwidth” to do a certain task he wanted me to do, “Bob, how do you eat an elephant?”  I said, “I don’t know, Mr. Duffy.”  And he said, “Son, it’s done one bite at a time.”

So getting started doing something is much better then doing nothing!

Have a wicked wild card weekend! Go Pats!!

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!**

Brain Overloaded and Robotic Selling

Here’s a very cool testimonial that I received New Years Eve.  Read the whole thing…there’s a lot of pearls in this security marketing blog post!

Bob,
hey listen, my brain is overloaded now that I have received a shitload of your material. I am talking about the 2 back issues and December of your newsletter.

Also I just finished listening to the audio of Craig and he is absolutely right about people being “horny” for whatever topic they are into.

Mine currently is marketing this new company I opened, which is why I have to be careful not to purchase all the products you shamelessly pitch to me or I will be broke! Bravo Bob. Bravo.

The real reason for this message is to request some postcard mailing basics from you. I have never done any mail campaigns and I need to know the ropes fast.

January is coming and this is going to be the latest marketing avenue. any help is greatly appreciated.

Brian Downs
Giant PowerComm
Apple Valley, CA.

Here’s my response to Brian:

It’s The Best Time  Ever To  Start a Security Business…

Hi Brian,

Thanks for the kind words.  You’re in the right place for marketing – for discovering unique ways to market the heck out of your new security business.  Remember, it’s never a bad time to start a security or low voltage business unless your starting a half-ass business.  This economic downturn  represents a HUGE opportunity for anyone that wants to get out there and out hustle, out market and out negotiate the competition, and deliver incredible value to there client base.

The security dealer/integrator,low-voltage installer, locksmith, private guard service, who can kick butt during depression-like unemployment figures can kick butt anywhere, anytime, anyhow. You choose how you want to play the game OF life and business!

Brian, as a member of my Smokin’ Security Newsletter, here’s what I’ve grilled up for you on my George Forman grill for January…

Manual vs. Robotic Selling…

The January Smokin’ Security Newsletter is “jacked” with three (3) of my proprietary security marketing pieces that will get you rolling out of the gate fast.  I detest manual labor style selling to onesie and twosie at a time.  I prefer to use robotic selling strategies to leverage my time and money…why have just one person in your sales funnel when you can have 20?

Last time I checked, you didn’t get paid for working harder, but you do get paid, handsomely, for working smarter.

The first marketing piece, that’s included in the Smokin’ Security Newsletter, is my proprietary, quarterly, client-retention newsletter, called “Service That Soars(TM).”   You will receive four times throughout the year, as a Smokin’ Security Newsletter subscriber.

My client-retention newsletter is geared toward getting your clients to “Pay, Stay, and Refer!” It’s an incredible security marketing tool that does the heavy lifting for you when it comes to your internal and  external marketing strategies. Check out this video (”The old school way of dripping on top prospects”)This newsletter is the best marketing tool available to you, on the planet, for soft-selling and cross-selling your security services, and, if you wish, offering more electrical services.

In last months audio success CD my guest expert talked about making people “horny” to do business with you and being able to “scratch this itch.”  You can do exactly the same thing with this newsletter.  In your next round of bonuses, you’ll get the “Acres of Diamonds” CD on “How to turn your security business into a Jericho Diamond mine” and using a newsletter to market your services.

The second marketing piece is my proprietary Fast Response Fax Back form that you will insert inside of the client newsletter. It solicits a response from your reader and gives them the option to fax back the form to you requesting your services.

If I were you, I would include a short note inside the newsletter.  This would be a brain dead easy way of educating your existing clients about your new security business.

Walt Disney’s Motto…

Brian, the third piece you’ll get will be my proprietary Client Referral Generator Form that you can insert inside this months newsletter.  You can also insert this handy-dandy, money-maker inside all of your invoices.  You’ll be shocked to see how many clients fill it out and send you in referrals for security leads!

If your sending out perhaps 50-100 pieces of mail, per month, that’s 50-100 referral forms that are going out the door every month. If you do that over 12 months, that’s 600-1200 referral forms going out the door.  If you keep inserting that referral generator inside your invoices over a 5 year period, what’s that – 3,000 or 6,000 referral forms you’re sending out?  Don’t you think that will generate some referrals??

I think so…

What could this referral form be worth to you over a 5 year period, if you’re delivering a “WOW” experience to your clients, and you take Walt Disneys mantra to heart “Do What You Do So Well and Uniquely That People Can’t resist Telling Others about You.”

I would say that this referral generator is worth at least $300,000 to you… A damn good ROI for $97per month of my security marketing newsletter…

You Think…?

Combat Rock…

So Big “B”, get your internal mailing list ready cuz coming up in the February, March, and April issues of the Smokin’ Security Newsletter I have a ton of treats for you…this goes for all of my members!  Here’s a snapshot of what’s coming out of Worcester, MA over the first quarter of 2010.  For starters, a birthday card promotion, a new client acquisition post card, and a testimonial sheet generator.

I have a ton of security marketing strategies for you to implement!

And, Brian, I will spell out, in detail, how to put the postcard into action – for all of you guys and gals.

Let’s get ready to rumble in 2010!!

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!**

Insurgents Hack into Video Feeds…Who’s Hacking Into Your Feeds?

The Wall Street Journal reported last week that insurgents in Afghanistan and  Iraq are using off the shelf commercial software programs such as “SkyGrabber” (which is a satellite internet software down-loader program that can capture free to air (FTA) transmissions of video, music, and pictures.) This product is available only on the internet for the ridiculously low price of $29.95. Utilizing SkyGrabber, the insurgents are able to tap into the live video feeds of the U.S. Predator drones and get the exact same video intelligence that our military is getting!

The intelligence community has compared this problem to street criminals and cat burglars listening to police scanners, in the alleys, back in the day. The Pentagon has known about this flaw since Bosnia in the 1990s.

U.S. Predators…

The Predators can fly, unmanned, for hours by remote control…while the pilots – who are sitting in comfortable chairs and sipping a coffee or Dr. Pepper on some remote U.S. military base thousands of miles away – can capture video and watch “hot-spots” in troubled areas around the world, unnoticed.  The Predators can fly armed or unarmed and is increasingly becoming the weapon of choice in hunting down al-Qaida and other militants in Afghanistan, Pakistan, Somalia and other areas around the world.

Intercepting Predator Video…

The Predators systems weren’t “hacked” — the insurgents can’t control the planes because they are encrypted, but because the video downlink is unencrypted, the insurgents can tap into it and watch the same video feeds as the coalition forces down on the ground.  The primary fear of this is that militants watching the video, notice that their compound is under surveillance and can flee the scene before a “HELL FIRE” missile sends them to Allah and their 72 virgins.  Or another case scenario is that the insurgents watching the video will notice a team of Special Forces walking through a recognizable area and attack them.

The KeyCode…

The command and control channels of the Predator have always been encrypted — because that’s more important and easier to manage the keycodes at the base level. The video feeds are a little different.  The video needs to be available to multiple military units, multiple nationalities and various levels of security clearance.  So keycoding would be much more difficult to implement.

Internal & External Security Marketing…

If we look at our security marketing efforts as it pertains to being encrypted vs. unencrypted, I would like you to look, first off, at your external security marketing efforts (i.e. billboards, Yellow Pages ad’s, website, vans) as unencrypted marketing messages – meaning that they are messages that are wide open for your competition to see, and copy-cat, and hack into at will.

Your internal security marketing efforts are the “top-secret” communications you have with your  house list of current clients, past clients and potential clients (which are encrypted.) Examples of these efforts are: your client newsletter, your direct mail pieces, referral programs, client appreciation events, niched industry lead-generation reports (such as, retail theft report, high end residential security report), client gifting system, client birthday cards, etc…

You obviously need a good mix of encrypted and unencrypted marketing strategies to withstand any threats to your electronic security business.

You really have no control over the unencrypted security marketing messages that you put out…your competition can “hack into” your messages and steal any ideas.  But your encrypted marketing message are yours…and should be good.  They will distinguish you from the rest and make you lots of hay, if done right!

Happy New Year!!!

I wish you and your families the very best in 2010, and let’s make it a productive and profitable year!

P.S. This will be your last chance this month to get your hands on another power packed issue of the Smokin’ Security Newsletter!

In the  December issue of the Smokin’ Security Newsletter here’s what you’ll find:

• Discover how to create your own security video library that can attract up to 80,000 visitors per day.

• How to produce a stream of content (blog, podcast, videos) to educate your target audience and prospects will flock to you.

• Marvelous new insight on using your “personality” and creating a “brand” from it.

• The real reason why you have a blog for your security business.

• Learn how to turn your business card into a powerful selling tool.

• Why guaranteeing your security installs will attract more A-level clients.

• How to use testimonials on a business card.

• Uncover a secret on how to use your business card as frequent buyer program.

• Dumb mistakes your competition is doing right now that you can use it to an unfair advantage against them.

• The two (2) skill sets that you need to master in 2010 to be a Smokin’ success.

Plus I have two (2) very timely Special Reports only for Smokin’ Newsletter subscribers.

• A brain dead strategy for creating a referral system with everybody in town.

• Should you or shouldn’t you, use fear in your marketing. (You have GOT to hear what he says about this one!)

What your competition wouldn’t even think about doing or guaranteeing.

Go to the Smokin’ Security Newsletter page now!

P.P.S There are only two days left until the New Year!

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!**

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