Hot Chick In High School Syndrome

I actually talk about the “Hot Chick In High School” syndrome a lot because it’s a great metaphor for how you should be conducting your $ecurity Marketing. I have a very good friend who makes over a million a year by selling insurance premiums to “Affluent” buyers. He told me the key to charging big-league prices has every-thing to do with “Who Is Chasing Whom?!” The person who is being chased is the one with all the POWER and CONTROL. Let’s stroll down memory lane together and reminisce about the good old days when we were cool dudes back in high school (I know I was cool because I was listening to a lot of Pink Floyd, Rush, The Doors and Led Zep) I can still remember the hottest chick in my high school. Her name was Pam Kappurch. She had gorgeous blue eyes, a small petite body – that always donned a tight pair of Jordache or Calvin Klein jeans. She had beautiful blond, winged-back hair (think Farrah Fawcett or Heather Locklear in the late 70’s/early 80’s) and when she strutted down the hall, I’d nearly have an epileptic seizure! Damn she was smokin’ hot! Who was the hottest chick in your high school? I bet you can remember!

Anyway, back to Pam. I always used to try and talk to her because she was the best looking girl and I wanted her to be interested in me. This never worked! The faster I moved toward her -the faster she walked away! What was amazing to me was that she always went after the “jerk”. The guy who acted like he didn’t care whether she liked him or not… Coincidentally, he was the guy that had ALL THE GIRLS CHASING HIM…with zero effort on his part. Now you’re probably wondering what the heck this has to do with your security company. Let me give you the answer…a good example for a security business is that if a client comes in your funnel completely uneducated, unqualified, and not even close to having a clue that they should be motivated to buy a security system from you and you alone…well, when you start to present a case to them for buying a security system, then you’ve just begun the process of you chasing them instead of them chasing you (just like I use to do with Pam Kappurch!) The way to resolve this is by flipping the relationship. Instead of us going out and getting our name “out there”, we use “Emotion Based Direct Response Marketing” that is targeted specifically to a niche of people and getting them to respond to your marketing message. So they have an interest in you and you’re not chasing them down for the sale. I have a ton of ways to make this happen, Captain! And it’s a much more rewarding relationship – if ya know what I mean!