Smooth Criminals: Net $75 Million In Drug Heist!
March 19, 2010 by Bob Maunsell
Filed under Bob's Security Marketing Blog!
“You’ve been hit by, you’ve been hit by, a smooth criminal…”
Last night, I kicked back and watched the Michael Jackson rockumentary “This Is It” with my wife, Natasha, and the kids. One of my all-time favorite MJ songs came on, “Smooth Criminal.” I think it would be apropos for a background song to be running through your head as I discuss the recent robbery that took place down in Enfield, CT at the Eli Lilly warehouse.
What happened at the Eli Lily Warehouse could happen anywhere. I’ve included the full story of the heist at the bottom of this email, but to recap, a group of military-like criminals broke into Eli Lilly’s pharmaceutical warehouse, in Hartford, CT, and made off with $75 million in loot (antidepressant and other prescription drugs)! Here is my take on this robbery from a security marketing angle and selling the most advanced electronic security equipment to your market place.
It’s Friday, so let’s roll…
Military-Style Heists
This is about the 20th or 30th story that I’ve heard, from security dealers and security integrators around the world, about these “Military-Style Heists” where groups of criminals enter the building with Special-Forces-like stealth.
Many of these criminals enter through the rooftop and rappel in. They wear masks, military-style uniforms and, once inside, communicate via hand-signals. They even walk in cadence…very paramilitary like. They have no regard or fear for the installed electronic security systems, they just take them down!
The Criminal Prospecting Mindset
Within these criminal groups there are usually two people that are doing the market research and looking for high value targets. These thieves actively target certain products. They find out where they are, they go there, they conduct surveillance on the target site for days, if not weeks, before the theft occurs. They want to understand their target market and hone their skill before making a move.
These criminals are not committing “slow-motion suicide” by mass marketing their skill out (like most security installers do by thinking EVERYONE is their prospect!) No, these guys pick a niche market (e.g. pharmaceutical sales, tobacco sales, car dealerships) and go after it…they are really niche marketers!
The Fishing Tackle Box and Your Security Marketing Message
Today, security dealers and security integrators can’t rely on one vague message, like “we’re # 1” or “A Name that you can trust” or “Security is my Passion” to drum up business. These brand-canned slogans are not relative to any of the crimes that take place in your marketplaces! I think you would agree with me on this one?
Today’s criminals are very good and very creative at committing crimes, so why hasn’t your brand-canned slogan changed since 1979 to match the robberies, break-ins, thefts, and home invasions of the wealthy, the cargo thefts at port authorities, the bank robberies, etc?
You should have an Emotional – Direct – Response message that attracts clients to you like moths to a flame. Think of how many different kinds of fish are swimming around in a pond or lake. A fisherman can’t catch all of them with one type of hook. He needs a tackle box with different types of lures and hooks to catch different kinds of fish. This is also true for your marketing message….you can’t catch every prospect in your pond/lake (area) with one, generic message because no single generic message will capture all the prospects in your market. This mindset is the premise of my Smokin’ Security Newsletter.
There’s a whole bunch of opportunity out there for you security dealers/integrators. What you need is a tool that can take your business and sales to the next level…That’s what my Smokin’ Security Newsletter will do for you. You can read all the FREE security trade magazines that you like, but they aren’t going to give you real-world solutions for target marketing your security/low voltage business and creating a stampede of clients that PAY, STAY, and REFER! www.securitymarketingguru.com
March Madness Issue of SSN
In this month’s Smokin’ Security Newsletter, I’m gonna give you a tool that’ll make it so easy for you to close. It’s a killer marketing piece…that my wife thinks I’m MAD for giving away for free. So, pull up a chair and let me explain it to you:
Get the Money….You DESERVE!
Just a bit over five years ago I created a marketing piece, for a private client of mine, who was really struggling. The client specialized in high-security perimeter fencing and gate access control and he did great work. One of his biggest problems was closing sales and getting his money’s worth for his work. He was constantly low-balling to get the jobs because he thought that’s what people wanted and that’s all he knew how to do. I told him this method was a big, NO-NO. I told him he could stay in that mind-set for the rest of his life or start working smarter to make more money.
The marketing piece I created for him helped him close sales, on the spot, and took out the price discounters. He went from clients asking, “Is that your best price?” to “When can you start?”
Now, ask yourself, which one of you could use this security marketing piece…because you know I’ve tweaked it for you! I’ll tell you who could use it:
Alarm Installers
Burglar Alarm Dealers
CCTV Installers
Low Voltage Installers
Locksmiths
Home Theater/Automation Installers
Security Integrators
Fire Alarm Dealers
Video Surveillance Installers
Access Control Installers
Satellite Installers
Private Guard Services
Yes, all of you could use this kick-ass marketing piece to boost your closing techniques and increase sales…which is a good thing, no?
Well Fed
If you want to see the “wall of clients” my marketing piece helped generate for my high-security perimeter fencing client, then check out the pic below. He’s definitely well-fed these days!
Here’s the story of the Eli Lilly heist:
Theft nets $75 million in drugs
Lilly Caper was stuff of legend
By Stephanie Reitz THE ASSOCIATED PRESS
Hartford – In a Hollywood-style heist, thieves cut a hole in the roof of a warehouse, rappelled inside and scored one of the biggest hauls of its kind — not diamonds, gold bullion or Old World art, but about $75 million in antidepressants and other prescription drugs.
The pills — stolen from the pharmaceutical giant Eli Lilly & Co. in quantities big enough to fill a tractor-trailer — are believed to be destined for the black market, perhaps overseas.
“This is like the Brink’s pill heist,” said Erik Gordon, a University of Michigan business professor who studies the health care industry. “This one will enter the folklore.”
The thieves apparently scaled the brick exterior of the warehouse in an industrial park in Enfield, a town about midway between Hartford and Springfield, Mass., during a blustery rainstorm before daybreak Sunday.
After lowering themselves to the floor, they disabled the alarms and spent at least an hour loading pallets of drugs into a vehicle at the loading dock, authorities said.
“Just by the way it occurred, it appears that there were several individuals involved and that it was a very well planned-out and orchestrated operation,” Enfield Police Chief Carl Sferrazza said. “It’s not your run-of-the-mill home burglary, that’s for sure.”
Experts described it as one of the biggest pharmaceutical heists in history.
Edward Sagebiel, a spokesman for Indianapolis-based Eli Lilly, put the wholesale value of the drugs at $75 million and said they included the antidepressants Prozac and Cymbalta and the anti-psychotic Zyprexa. No narcotics or other painkillers were in the warehouse, he said.
Other pharmaceutical warehouses have been hit with similar burglaries in recent years, but experts said the value of the Eli Lilly heist far eclipses any other prescription-drug thefts they have tracked.
The thieves could easily net $20 million to $25 million, Gordon said.
Enfield police would not say whether the building had surveillance video or whether employees are being investigated. The building is unmarked and unprotected by fences.
The FBI was called in.
Experts said the heist shared many traits with warehouse thefts of pharmaceuticals last year near Richmond, Va., Memphis, Tenn., and Olive Branch, Miss.
Those thieves also cut through ceilings and sometimes used trapeze-style rigging to get inside and disable the main and backup alarms. In some cases, they sprayed dark paint on the lenses of security cameras; in others, they stole disks in the security recording devices.
Enfield police and the FBI would not comment on whether some of those techniques were also used in the Eli Lilly theft.
“The level of sophistication in these thefts is very high,” said Dan Burges, director of intelligence at FreightWatch International, a Texas-based security company. “These thieves actively target certain products. They find out where they are, they go there, they come looking for it. They probably were conducting surveillance on that warehouse for days, if not weeks, before that theft occurred.”
Burges and Gordon said the thieves probably already had a buyer lined up, possibly an online pharmacy or someone in South America or Asia, where drug regulations are lax. Gordon said it is unlikely the drugs would end up at a local hospital or drugstore chain.
“The people with a reputation to protect, a CVS or a Target or a Kroger or most hospitals, they don’t want to take any chances,” he said. “It’s too big a risk. You’re talking about people’s health.”
However, stolen drugs have made it into the U.S. health care system, often through Internet suppliers or crooked wholesalers.
Last June, thieves stole 129,000 vials of insulin in North Carolina. The drugs were not properly refrigerated, and later surfaced at a medical center in Houston. The Food and Drug Administration said in August that some patients suffered unsafe blood sugar levels after using them and that it had recovered just 2 percent of the stolen insulin.
Pharmaceuticals made up 5 percent of the thefts of commodities in 2009 in the U.S. The average such heist was worth about $2.5 million, according to FreightWatch. Pharmaceuticals are usually stolen from trucks or cargo containers — there were a few dozen such thefts last year — though Burges said warehouse break-ins are on the rise as thieves become more sophisticated.
“They’re very creative, they’re very good at what they do, and catching them is a very difficult thing,” he said.
Zyprexa and Cymbalta were Eli Lilly’s two best-selling drugs last year. Prozac was Lilly’s first billion-dollar drug and the company’s top seller before it lost patent protection several years ago. The thefts will not cause any national shortages of the products, Sagebiel said.
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/
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The 3 Steps to Selling More Security and Low Voltage Systems
February 26, 2010 by Bob Maunsell
Filed under Bob's Security Marketing Blog!
Woo-Hoo it’s Friday!
The 3 Steps to Selling More Security and Low Voltage Systems…Minimize, Maximize, Discriminate
In selling electronic security systems, your financial success will have more to do with your ability to MINIMIZE your time spent with people not qualified and ready to buy from you (i.e. lookey-loos, deadbeats and tire-kickers) and to MAXIMIZE your time spent with people who are ready, willing and able to buy from you.
Only Two (2) days left to get your hands on my birthday special for the Smokin’ Security Newsletter before it goes “bye, bye” on Monday.
The 3 Steps to Selling more…in action
Attention: Alarm Dealers, Burglar Alarm Installers, CCTV Honchos, Home Theater Dudes, Locksmiths, Low Voltage Installers, Security Dealers, Security Integrators, Private Security Guard Services:
Only 2 Days and 9 hour, and 17 Seconds Left To Get Your Hands On My Three (3) Back Issues and the current issue of The Smokin’ Security Newsletter For My 47th Birthday Special!
Inside the February Issue, you’ll…
- Find out the #1 thing that scares the heck out of security dealers.
- Get a complete “Ad-topsy” on how to create smokin’ postcards.
- Get a done-for-you Birthday postcard that’s ready for you to send out.
- Get a live example of another birthday postcard – created by a dude in New York who used his birthday to bring in so many orders that it back-logged his business for over three weeks (I know cuz my order was in the sales funnel for that long!)
- Learn my three-step method for writing smokin’ postcards.
- Uncover the phrase that all security installers must use in every letter introductions.
- Discover the one little thing that you should always include in your mailing pieces that’s guaranteed to boost your response rate.
- Get my favorite line to use at the end of your postcard.
- Discover the #1 thing that your new prospects judge you on when you show up at their home or office.
- Learn the one little thing that you should practice everyday to hone your selling skills.
But wait, there’s more…
- Special Report #1: 8 Steps to Becoming A Security Honcho
- Special Report #2: How To Sell Security – The Prospect Theory VS The Negative Sell
- Audio Success CD: Discover Secret Dental Marketing Strategies That You Can Use To Grow Your Security Business…This guest expert is off the hook in this CD!
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 and the current issue of the Smokin’ Security Newsletter and four (4) Audio Success CD’s ($388 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)
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 there’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. Most 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 and one current issue 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 February (cuz it’s the month of LOVE). 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 February, 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 before February 28th!
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!**
Smart Bomb Security Selling
November 6, 2009 by Bob Maunsell
Filed under Bob's Security Marketing Blog!
As you probably know by now, I was a Sgt. in the U.S. Air Force back in the day, and for part of my enlistment, I was stationed at Ramstein Air Base in West Germany. To give you a time-frame, I was stationed in Germany when U2 had just released “The Unforgettable Fire” album and I was sporting a full head of black hair…hahahaha…Yes, so you do remember the Regan 80’s. Back then, I was in charge of installing and maintaining high tech electronic security systems at Ramstein.
When we weren’t doing our Air Force specialty jobs, we would don heavy, claustrophobic chemical warfare suits, and performing RRR (Rapid Runway Repairs) training. If the runways were bombed, we would have to run out there, in our chemical suits, and lay down sheets of metal slabs over the holes and craters so that our birds could take off and land.
We were out on the runways for days on end (I’m not kidding you…these NATO exercises were no picnic.) I’m lightly complaining here…I served in the military during the Cold War, which is nothing in comparison to what our brave young men and women are doing in the two wars that we are currently fighting overseas in Iraq and Afghanistan.
I had a fascination with the bombs that were attached to the F-4 and the F-16 fighter jets. We used to protect those fancy multi-million dollar fighter jets, along with the payload of bombs that were attached, with a security product from South West Microwave. The product was an M.I.L. Pac 385 portable microwave transceiver (BTW these work well in the private sector and are a great way to protect mobile assets and VIP protection…for quick and temporary deployment for high security needs).
Dumb Bombs…
Before we dive into smart bombing, as it applies to security marketing, let’s first take a look back at how bombs were dropped from aircraft. From the latter half of World War II (Big Band Music Era i.e. Glen Miller, Tony Dorsey, Louis Armstrong) up until the late 80’s (The Hair Band Music Era i.e. Poison, White Snake, and Rat) we deployed unguided bombs that were basically dropped from a plane and fell to the ground without actively steering itself. A bomber might have to drop dozens or hundreds to take out a target effectively. This tactic was what pilots often referred to as the “spray and pray” method that you hoped knocked out your intended target. As we know, these unguided bombs could land way off target, causing unwarranted collateral damage.
This is kinda like doing a mass mailer campaign to everyone that doesn’t give a hoot about your security services. I guess you could call that a dumb-mailer, not to hit the intended prospect with the right offer or message.
Smart Bombs
You see, the 1st generation bombs had no intelligence whatsoever. So what the military did to enhance their dumb bombs, was take an ordinary dumb-bomb and make some minor modifications…like add an on-board electronic system, a built in control system (on-board computer), and a set of adjustable flight fins.
The control system and adjustable fins give the bomb a way to steer itself as it glides through the air. While the bomb is “in flight,” the sensor system and control system track the designated target on the ground. The sensor system feeds the control system the relative position of the target, and the control system processes this information and figures out how the bomb should turn to steer toward the target. Now were talking! We’re able to pinpoint the target and wipe it off the face of the earth!
Zeroing In…
Don’t you think you and your sales reps (if you have them) would be able to sleep better at night it you were able to smart-bomb all your top prospects…the ones that need and want your security services? Instead of deploying tactics and strategies that are dumb-bomb in nature? You do want a bevy of hot prospect lined up to do business with you, don’t yah? just think…you could take off from work, for a solid week or two vacation, knowing the sales funnel was always filled with qualified leads willing to pay for your security services.
It’s simple if you have the right tools. For example, a free report or video that gets the prospect to respond. I have a targeted, killer free report, “21 Ways To Cat Burglar Proof Your Home (TM)” that I give to home owners that request it. It’s a neat, shocking, little report detailing all the ins and outs on how to secure your home from cat burglars and thieves. I also have another free, kick-ass report – that gets my phone ringing off the hook from smalls business owners looking to protect their assets – called “How to Steal Your Boss Blind” (TM). These are just a couple examples of smart-bomb lead generation reports that I’ve written, over the years, that keep my sales funnel full with highly qualified leads.
It’s important to make sure your security marketing pieces essentially convey (I said CONVEY, not SAY) that you’re the “Mac-Daddy” (i.e. the best security installer around)…that you’re sharp enough, and that your clients love you. If your marketing doesn’t convey this stuff…don’t cha think your leaving something out…like money on the table?
If you’ve properly conveyed all these things to your targeted prospects, then their search has come to an end because….you’re their security MAN! You’re the one that can secure and protect them from all the creeps, crackheads, wackos, and dishonest employees that are trying to steal every thin dime from their bank account!
Basic Military Training…
I want to leave you off with a great tune from my basic training days down in Lackland AFB, San Antonio, TX. Squadron 3707 Flight 687 – July,1981
Everywhere We Go
Everywhere we go
People wanna know
Who we are
So we tell them
We’re not the Army
Ground-pounding Army
We’re not the Navy
Deck-swabbing Navy
We’re not the Marine Corps
Jarhead Marine Corps
We’re not the Coast Guard
Lazy, lazy Coast Guard
We are the Air Force
Mighty, mighty Air Force
Have a good one!
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!**
Are You NFL Head Coach Material? Painting a Masterpiece!
August 14, 2009 by Bob Maunsell
Filed under Bob's Security Marketing Blog!
This summer has flown by, heck football season is starting up in just a few weeks now. My sales and installations have been killer this summer. I just had the August Security Maverick group call last night and every one of my guys’ sales are up!
Gillette Stadium
I was down in Foxboro the other day with my team, we watched the Patriots, morning practice session and grabbed a bite to eat at the CBS Scene, (now here’s my Boston accent coming out) wicked awesome restaurant, if your ever up this way for a Pats game its worth checking out. Towards the end of the practice, Bill Belichick assembled his first string, special teams group and ran some punt and kick-off returns. The entire time we could hear him shouting, “It’s the fourth quarter we’re up by 6, Take what you can get, use your teammates and take what you can get!” I take his unedited meaning as, We are up six and we are winning the game, don’t **** it up, take what you can get, don’t try to be a hero! After he said that I got this great idea for a blog post because guess what, it’s almost the fourth quarter for us business owners too. If you’ve been following my emails this year and really been digesting my weekly advice, you should have a pretty decent, security marketing system working for you. Let me give you a fourth quarter pep talk, to keep your head in the game.
Into the Red Zone
Quite honestly ladies and gentlemen, security and low-voltage business marketing is a mixture of art and science. Although we are not selling Renoirs or Matisse paintings, selling electronic security systems is indeed an art form. Marketing is your canvas and I will provide you with the brushes, it’s up to you, to put in the time, effort, and creativity. I say it’s a science because it takes a good deal of trial and error, you have to keep tedious track record of your results, make hypothesizes (educated guesses) and experiment with various mixtures of elements to find the perfect sales concoction. If you choose to stick with me and master the art and science of marketing your security business, I assure you, you will be a scorching success. It’s the fourth quarter ladies and gentleman, 15:00 minutes to go and let’s not forget the basics I drilled into your heads back in training camp…..
1) Direct Response Marketing– without new clients, business will be rough. Make marketing your security business and brining in new clients your # 1 priority every day, and over time your #1 area of expertise.
2) Methodical Implementation – Get others doing good, quality, work for you. Divide your work among good, qualified, people. You can’t get very far if you are doing everything yourself. (is Bill Belichick the superstar QB, RB, WR and Offensive line? No he’s the head coach, run your business like the head coach you are!) You have to able free up your time, so that you can concentrate on higher valve objectives.
3) Start With The End In Mind- Decide today what you want your business, and personal life to look like in the end, then figure out what has to be changed, solved, or created to make your vision real.
4) Invest Heavily In Things That Will Create Wealth For You– This might be making yourself into a local celebrity or recognized expert in the security field. Don’t be afraid to invest in your education or to acquire specialized knowledge to take your income to the next level. It blows my mind how many people have no idea about the areas inside their business that with a few tweaks and modifications will produce an enormous amount of wealth for them.
Once you mesh the art with the science you will generate leads at will and to turn prospects in to clients 4 life. It’s simple anyone can acquire these skills, if they choose too… Your security business will work like gang-busters. Success is nothing more than a few simple strategies practiced correctly everyday without failure.
Hope you are enjoying the last weeks of summer!
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/
Got A Difficult Question? Just Ask Me!
http://www.securitymarketingguru.com/ask-bob
Join My Security Marketing Group On Facebook
http://www.securitymarketingguru.com/category/bobs-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!**
Smokin Security Newsletter July 2009
July 31, 2009 by Bob Maunsell
Filed under Bob's Security Marketing Blog!
If you are already a “Smokin’ Security Newsletter” subscriber, then I want to give you a sneak preview of what’s inside of this month issue. This is the only newsletter of its kind on the Planet Earth, dedicated to Security Dealers & Integrators and the Low-Voltage System Installers, teaching you the nuts and bolts of how to market your “ASSets” (Security Business). Every Smokin’ Security Newsletter is chock-full of ready-to-use, live marketing examples that will generate a stampede of new clients to your door steps, and loaded with “insider” information. Here’s what you will be receiving shortly in your mailbox that’s inside the Smokin’ Security Newsletter.
There are only 5 Hrs left to get your hands on the “FREE” offer for July’s Smokin’ Security Newsletter. Inside you’ll discover:
* How to create 2 step lead generation advertising if you’re selling big ticket electronic security systems.
* A referral generator handout that you can use to send out to your client base to create a tsunami of referrals.
* The how and why, you should give away a free service call to sell a $6,000 electronic security system.
* The ugly truth about money?
* Are you creating the future you and your family deserve.
* The #1 asset within your business for selling?
* An inbound telephone script that you can use to upsell your clients and prospects more electronic security services.
* Along with this month’s Audio Success CD interview with one of the nations top security experts on the subject –“ How to secure home your against the most hardened criminals”
All this and more inside this month’s Smokin’ Security Newsletter.
Free test drive of the current issue + 2 back issues + 4 audio success CDs + 8 bonus gifts worth $2,481.50, all yours.
P.S. Make sure you watch the 4 videos of me showing you all free bonus gifts you’ll receive for becoming a subscriber.
P.S.S Discover why it’s now being read in over 8 countries world-wide, and test-drive it today for one FREE.
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/
Got A Difficult Question? Just Ask Me!
http://www.securitymarketingguru.com/ask-bob
Join My Security Marketing Group On Facebook
http://www.securitymarketingguru.com/category/bobs-facebook
Follow Me On twitter
http://www.twitter.com/bobmaunsell
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K.I.S.S, Facebook and Security Marketing…..What???
March 17, 2009 by Bob Maunsell
Filed under Bob's Security Marketing Blog!
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
Security Marketing Guru
Hey Don’t Forget To Tune In Friday Afternoon For My Security Marketing Q&A
Bob Maunsell Direct
December 23, 2008 by Bob Maunsell
Filed under The Story ( Bob Maunsell Direct)
If You Are Sick And Tired Of Struggling In Your Security or Low Voltage Installation Business Than This Will Be The Most Important Message You Will Ever Read!
Who is This Guy and Why Is He Saying Such Mean, Nasty Things About The Way Most SECURITY INSTALLERS Ruin Their Careers, Drive Their Best Customers Away and DIE BROKE?
Hi, I’m Bob Maunsell. Thank Your for visiting my website and I hope it is the beginning of a long partnership with yourself and my Security Marketing Firm.I A little bit about me… Ive built a pretty successful career as a Security Contractor, I’ve doubled my business many times, and established a six figure security company with tremendous market value and one that will take me into retirement on a comfortable living.
My career in security began in the US Air-Force where I served as an Electronic Security Systems Specialist. I worked on the perimeter defense and internal security systems on numerous Air Force bases across Europe. It was the third greatest experience in my life (behind getting married and having kids), serving my country while working with cutting edge applications and all the while traveling Europe, Man do I love thinking back to those days…..
When I retired from the Air Force back in the early 90’s, I started my own company Automated Interiors. After a few years of slaving over deadbeat clientele and banging on the rooftops for any kind of lead, I decided to re-think my approach to business and more importantly to marketing. Going back to my roots in security and integrating a new vision, I pioneered a system of success and then actually PUT IT TO WORK FOR ME! Guess what, The SUFFERING STOPPED! Now going into the 15th year with my company Electronic Security Group I can finally say
“God, I Love This Business &
It’s Profitable Too!”
I’ve fought all the battles; working alone many years; hiring the worst employees; gone after the worst possible customers; losing the best customers; taking any job that came along…you know the drill! I’ve fought every security installers fight and you’re probably doing the same thing right now. Well, I’m living proof that security installers and other tradesman DO NOT have to live day-to-day, job-to-job hoping for a big score to pay the bills!
You can actually HAVE YOUR CAKE AND EAT IT, TOO in the security business. Now, armed with all these years of experience and expertise in a field that desperately needs it I can offer my school-of-hard-knocks education to YOU! If you are barely making the grade and even if you are doing pretty well but not up to your dream and want to increase your comfort by leaps and bounds- heck, even if you are doing exceptionally well, wouldn’t you like to do even better? (theres always room for growth and more profits)
Clandestine Marketing Tools That Will
Double Your Installations Every 9 Months
This is no bull. You are about uncover how to attract and retain the best and most lucrative security clientele around! The marketing programs I’ve designed will be tailor fit, for seamless integration into your security business. My method and sales copy is revolutionary and innovative, if you want to attract clients in the 21st century you NEED TO IMPLEMENT 21st CENTURY MARKETING TECHNIQUES. I will show you how to position yourself as the ‘obvious expert,’ subtlely dominating your local and regional markets.
I will outline and help you implement a game plan to attract clients who PAY, STAY and REFERR.
Once these systems are in place your marketing is 100% automatic. It’s even done FOR you. Bet you can’t believe it! I bet your saying, Bob your full of it…..well, I’ve got scores of customer testimonials – To Prove You Wrong!
If you can manage to answer the phone, return a call and handle a referred prospect who seeks you out, this WILL be the easiest money you’ll ever make. 3, 5, 11 maybe even 17 or more MOTIVATED customers calling you up every month as if they were being delivered by an assembly line, with consistency and certainty. And guess what, they won’t be looking to price shop and tire kick your quote into submission, they will be calling because they want YOU to be their Security Guru.
Have I piqued your interest? If so, check out this link to my Security Marketing Services . As a newcomer, I suggest you check out my Security Maverick Coaching Club. I’ll take you by the hand and guide you step-by-step to creating the most profitable, most fun and lowest stress year off your career. Plus if you join, you also get a FREE subscription to my Smokin’ Security Newsletter!
I also offer marketing programs geared geared exclusively toward direct mail and be on the lookout for my Search Engine Optimization and Web2.0 progarms begninng in 09.’ So for those of you who want to jump into the marketing sack and start making lots more cha-ching, check out the programs in the top nav bar. I add new marketing programs frequently so keep an eye out!
