Paranormal Activity of A Struggling Security Dealer

Hope you and your family had a good, long rest over the Thanksgiving holiday weekend.  One of the things I was able to do was check out a movie with my brother, Gerald, who came home from the “Big Apple” for the holidays.

We  both wanted to see a movie that would scare the bejeezus outta of us and I heard of this new flick, Paranormal Activity, that might do the trick.

Paranormal Activity has generated a ton of internet buzz (been widely promoted with SMM Social Media Marketing) and has generated the same buzz that The Blair Witch Project did a few years back.

Paranormal Activity was shot with a hand-held camera, in the  producers bedroom, for around $15K.  Presently, the film has raked in about $150 million dollars. Not a bad ROI, you think?

The movie, to be honest, was so-so.  I’ve seen scarier in my day, but while I was watching the movie the idea for this  security marketing tip/blog post  pop into my head – as if that wasn’t some weird paranormal occurrence, in itself.

Paranormal…

The term Paranormal is used as a general term that describes unusual experiences that lack a scientific explanation, or phenomena alleged to be outside of science’s current ability to explain or measure.

I often see security dealers and low voltage installers haunted by the slooow economy and the unexplained mysteries they see everyday.  I find security dealers that get dragged into these weird paranormal occurrences.

Paranormal Activities of a Struggling Security Dealer….

Please take this test below and if you answer yes to “just” one of these questions then you are haunted by the Ghost of the Current Recession…

• Have you cut your marketing/advertising budget?

• Do you find yourself saying, “If everyone else is slow,and I’m slow too it makes me feel good?”

• Do you work, worry, and eat more?

• Have you been sleeping and exercising less?

• Do you blame the state of your security business on Obama, Nancy Pelosi and Harry Reid (aka The Welfare Party)?

• Do you blame Wall Street?

• Do you blame your woes on the town or area you live in?

• Do you blame your wife?

• Have you let your any staff and/or technicians go?

• Have you been offering ONLY services you [think] customers want and can afford to pay?

• Have you downsized your automobile?

• Have you downgraded your cable (cut Showtime, HBO and Cinemax)?

• Have you axed minutes on your cell phone plan?

• Have you taken smaller, and less frequent vacations?

• Did you cancel your golf course membership?

• Did you sell-off your vacation house?

• Did you down-size your Yellow Page Ad?

• Are you hoping your brother-in-law decides to host the Christmas party at his house this year, so you don’t have to pick up the tab?

Who you Gonna Call…Ghost -Busters!

Here is my prescription to you if you’ve answered “Yes” to any of the questions above:

You should  call Ghost-Busters for a Paranormal Extermination Service of your mind!

Ok. Just kidding! Really.  So what should YOU do if you are “in a security sales slump?” Chances are, somewhere along the line, you stopped learning and growing and are now operating from your existing knowledge base. The only way you can do more is by learning more.

Go through my Smokin’ Security Newsletter system as if you’re going through it for the very first time.  Spend at least 30 minutes every single day reading or listening to my CD’s on marketing, personal finance, and personal growth.

What have you been feeding your brain over the last 5,10,15yrs?  If you’ve been watching Ice Road Truckers on the Discovery channel, then you know more about how to get an 18-wheeler across the frozen ice then how to talk a new client into upgrading his access control system.  If you’ve been reading Sports Illustrated (it better be the swimsuit edition!), then you know more about the Yankees, USC Trojans and Tiger Woods then you know about how to attract customers that pay, stay and refer…not such a good thing when you’re in the security business!

Write This in Blood…

The absolutely, positively most important knowledge you need is not about installing security or low voltage electronic systems.  The most important knowledge you need is about marketing, or in other words, being a “Security Marketing Expert.”  This is infinitely more profitable then being just a security installer/business owner.

When you master your marketing, you’ve mastered your whole business life.

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
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 Get Bulletproof, Fast!

Bob,

Thanks so much for the ad makeover. Apologies for the delay in getting back to you; we have been slammin’ busy.

It all makes sense from a customer’s perspective to educate and offer. My wife looked at the ad without me saying a word. She said there was too much text. I then told her to look at it again as though she had just been burglarized.

It all makes sense. We compete against a company whose sole strategy is the low, low price ($17 a month monitoring w/ service plan and no contract) so we have to be different. I’ll close up shop before I give it away!!

As far as the card dispensers go, I listened to the CD on my way home from the shop and was on line ordering four sets as soon as I stepped out of the van. Bob, one question. What do you do about employee technical training?

Thanks Again,

Fred Stokley
Master Locksmith/Alarm Technician
Precision Locksmith Co., LLC
Harrisonburg, VA

How To Get Bullet-Proof, Fast…

Hey Fred,

I appreciate the kind words, but you’d have to thank my little daughter Kiera (link to video) for pulling your company’s name out of my New England Patriots hat (with her little, plastic claw toy) for my 2009 Security Marketing Yellow Page Ad Contest.

Slammin’ Busy…

I love hearing diffent vernacular, from security and Low Voltage dealers, from around the country when they refer to being busy.  Up here in the Northeast we use the term “buried” with work. I love the term you use in Virginia – “slammin” busy, and out West they say “Rocking & Rolling.” I really get a kick out of all the different wording.

The Misses…

I think your original Y.P. ad had about 120words, and my Direct Response Yellow Page was stuffed to the gills with about 480 words. Fred I could have just plopped two huge logos into a rectangular space and created some image-based ad that  “BRANDED” you…like Target did when they first opened their stores.  They bombarded the telly, newspapers and magazines with only their bulls eye logo.  This is brand marketing and is good if your a big, billion-dollar company, with hundreds of stores and can afford that type of advertising.  For the smaller fish, this is not a practical way to advertise nor does it say anything about who you are and what you do…successfully (hence your unique selling proposition)!

Long Copy Sells…

I LMAO when you said that your wife thought my ad had to much text, but obviously you’ve been paying attention to my Smokin’ Security Newsletter about image-based advertising vs. direct response advertising.  Image-based advertisers (The Brand People) have long said that long copy (lots of words) is DOA; that people are to busy to read all those words or clients are too dumb/too lazy/etc.  They say, times have changed and short copy and lots of images are in vogue.

They said this in the 1930.1940.1950.1960.1970.1980.1990.2000. and 2009. They were wrong before and they are wrong now. EMPIRICAL EVIDENCE PROVES THAT LONG COPY SELLS MORE.
If you have an outstanding security sales rep, would you limit him to just 20 words (that’s about what the average Y.P. has in it for words)? Or, do you let him go and make a case for WHY this business/homeowner should have you do there security system vs anyone else out there. Of course you wouldn’t tell you sales rep to be quiet.

Direct response copy is nothing more then “salesmanship in print.”  I created a Y.P. ad for you that would talk to all of your prospects, and educate and inform them of all your services. This is a 24/7/365 auto-pilot security sales rep that you will add strength and more stability to your business.

Sift-Screen-and Sort…

Fred, no matter  if you were installing security systems in Dublin, Ireland, Abiline Texas, or Tamil Nadu, India there’s always a dealer that will key a door for nothing, or install a CCTV system at-or-below cost.

The dirty little secret with operating a security or low voltage installation business, this way, is that these dealers will attract bottom of the barrel clients, and they will, in fact, refer you more low-paying people.

When your security marketing system is setup on autopilot and you have a “Sift-Screen-Sort mechanism in place, where your marketing is weeding out the deadbeats, lookey-loos, and tire kickers, only then will have folks that are to pay more for your security services.

If the only thing a company can say is that we are the cheapest around, I feel sorry for them.  That’s not a marketing message and it’s only a matter of time before their out of business.

Doubled Your Sales Forces…

Fred, this is truly the only way to separate yourself from all the other security dealers, locksmiths, and security system integrators…is through Education Based Security Marketing (TM). The more you educate, the more you sell.  Way to go on buying the card pockets!  You have now effectively added four sales reps that will deliver you more business whenever you’re out-and-about….at a next-to-nothing cost!

Technical Training…

Fred, I would go back and replay the audio success CD “How To Sky-Rocket Your Security Business With Interactive Video Monitoring”, and “Everything You Ever Wanted To Know About Video Analytics” these are the two (2) biggie growth industries in the security industry. Also on the next open call-in day for all  Smokin’ Security Newsletter members which is coming up and I’ll give you niche industries where these are an easy sell. Before I forget pick up a couple of copies of anyone of the “Dummies” book for installing computer networks, a good way to break your techs into the TCP/IP world.

Sales Presentations…

Fred, one last thing before I go, I would take the Y.P. that I created for you and take it down to Staples, and have them print up a bunch of copies so that you can use it as a handout when your meeting with new prospects, “this is a subtle way to sell “WITHOUT” selling, that you are the the man. I would also incorporate some real sweet testimonial on to the backside  of the Y.P. handout. I would also when your meeting with a new prospect, don’t forget to drip on them with your new quarterly newsletter that is part of your Smokin’ Security Newsletter membership.

Adios Amigo…

Happy Hunting with your Y.P. Ad in 2010!

Bob

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 Conduct a Home Security Audit

Last week, I posted a blog asking for comments on how to secure Lindsay Lohan’s (the actress’) house.  There was also a video of thieves breaking into her home. I got a lot of great feedback from readers with many good ideas.  One of the responses hit an old military man like myself was from another former military man. He includes some Smokin’ recommendations on ways to secure Lindsay’s house that would take the price out of the equation (not that Lindsay’s a penny-pincher).

The gentleman who wrote the recommendations wants to remain anonymous on my blog, but would allow me to use his true name when submitting it to Lindsay’s PR firm.  The gentleman asked to be called “Frank Martin” as you can see in his email just below:

Hello Shawn,

Thank you for your response. I appreciate it and am flattered. As a rule, I try to avoid making “public” posts – for my own privacy. However, If you & Bob want to move my post Re: Lohan to Bob’s blog you have my permission. I would ask that you guys use the name “Frank Martin” and delete my former affiliations. One of the secrets to my successes in a variety of matters is that my true identity and intentions/actions were hidden under pretext or subterfuge.

If Ms. Lohan’s representatives would like further elaboration/possible retention, you can provide my true name and e-mail. I have to admit that although I’ve heard the name “Lindsay Lohan”, I didn’t know who she was until this AM. Had to look her up on the web. Seems to me Ms. Lohan has some “un-friendly” admirers and needs to take her security seriously, and not just with respect to her residence.

Best Regards,

Frank Martin

Here’s the response email with Frank’s recommendations for securing Lindsay’s property:

In Re: Lohan intrusion – Unfortunately, the video does not show the entire Lohan property. One can only presume the intruders had a less than difficult time gaining access to the residence.

“Blind” Recommendations would be:

A) Property PERIMETER Protection in line with DOD (Dept. of Defense) standards (esthetically pleasing fencing with appropriate clear zones).
B) Additional & possibly better CCTV system, tied in with
C) Motion Detection,
D) Improved exterior perimeter & residence lighting, and
E) “Target Hardening” of all possible points of entry to the residence, with appropriate intrusion alarms.

Respectfully submitted,

Frank Martin, CPO DABFE MEPP
fmr. Security Specialist, XXXX/XXX
fmr. Lieut./Chief Investigator, XXX Police

Upgrade Your Security Selling Vocabulary…

Now that you’ve read Frank’s recommendations, you should be able to tell that anyone using this type of wording in their selling vocabulary with prospects and clients is not providing a free or inexpensive security system.

It should also be apparent that military-style words like:  Perimeter Protection, DOD (Department of Defense) Standards, Clear Zones, Intrusion Alarms, and Target Hardening are subliminally telling your prospects and clients that their homes or offices or properties are going to be secure like the Pentagon or Fort Knox or NORAD.  That type of safety, and the sense of peace and security that it fosters, goes a long way with people…they’re willing to pay more for it!

You Live and Die by the Words You Use To Sell

Here’s some examples of things you should not be saying.  If you’re using the following words in your security selling vocabulary, then you’ll never get out of “the cheapest price gets the job” mode. These words should be permanently banished from your thoughts…

“You just need a basic alarm system; you don’t need all the bells-and-whistles the other guy says you do.”
“Just let me know what the number is that I have to beat.”
“Can you give me last look?”
“I have the least expensive monitoring in town.”
“I can do it cheaper than the other dealers”
“What’s the other security dealer charging you?”

When you use these statements, you’ve reduced yourself to the lowest possible commodity in your prospect’s mind…you’ve given away all the selling and buying power!  And, they know they can make you go lower and lower…a bad position for you, but a great position for the buyer!

You’re definitely not creating enough value for your business to thrive and provide you with the income you need to do the things you want to in life…very scary!

In this month’s issue of the Smokin’ Security Newsletter, you’ll learn…

•    How to Become the Contrarian Security Dealer
•    Why You Make More Money Going Against the Grain
•    How to Create High-Yielding Ads
•    How to “Bullet-Proof” Your Security of Low Voltage Business
•    How to Create Proprietary Security Systems in Your Local Market
•    What Sir Isaac Newton Can Tell You About Increasing Your RMR
•    How to Find Your Best Sales Rep Ever
•    Check Out My 2009 Yellow Page Ad Critique – A $3,500 Makeover for Precision Locksmith Co. – You’ll Get Tons of Great Ideas To Use in Your Next Y.P. Ad – For FREE

But wait….I’m not done with you yet because I way over deliver!  You’ll also learn…

•    How To Turn Your Security Vehicle into A 24/7/365 Selling Machine (in the audio success CD)
•    With this little gadget I have, your business will get 70,000 more eye-ball exposures per year – all for less than $40! (I’m all about adding more sales reps to your business without adding “a dime” to your payroll!)
•    How To Make Yourself King of Your Local Market
•    The Power of Being Resilient

As always, I provide ESP (Easy, Successful and Profitable) Security Marketing to my virtual army of security dealers and low voltage installers around the world!

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!**

Outrageous Security Marketing Ideas For Retail Theft

Geez –louise, I got up this morning at 4:45AM to go to my insane boot camp workout. I went out to jump in my ride and I pulled out of the garage. I couldn’t believe we had snow flurries (last night) in October! The last time I checked we had roughly 2.5 weeks of summer amidst the typhoon rains.

Check out the video with regards to why Direct Mail is still the “UNDISPUTED KING” of attracting new security prospects, and marketing to your existing clients.

Here’s some bullets that you will find out in the video…
-    A pile vs. B pile marketing
-    5 Outrageously successful security marketing pieces for retail theft.
-    What is the #1 problem with email marketing?
-    How to create instant WOW with your direct mail pieces?

ALERT – Acres of Diamonds – Tele-seminar – How To Turn Your Security Business-Lock Smith Company – Low Voltage Installation Company into a Jericho Diamond…!

(If your not a subscriber yet, maybe you should take me up on my crazy FREE offer)

October 22, 2009 @ 7PM Eastern Time

ATTENTION: All Newsletter subscribers, on October 22, 2009 at 7pm EST, I’m going to be hosting a teleseminar open to all Smokin’ Newsletter subscribers. On “How to Turn Your Security or Low-Voltage Business into a Jericho Diamond Mine” by implementing the NEW Service that Soars quarterly newsletter, this should be the staple of all your security marketing efforts.

Acres of Diamonds Blog Post (September 11)

The Two Biggest Mistakes That Will Drive Every Security Business into the Poor House…

Understanding these two (2) mistakes and fixing them will allow you to raise your rates, and your installation price by hundreds to thousand of dineros.

The first biggie mistake is not recognizing the value in your client mailing list (i.e. all your leads and security clients.)

There is a wonderful old story, “Acres of Diamonds”, that brilliantly hammers this point home. It’s a pretty long story and you should get a copy of the book and read it this weekend. But, I’m gonna tell yah the ending and ruin it for you right now – sorry.

BTW, I picked this book up when I was around 32 years old.  An early mentor of mine mentioned the book to me, so the very next day I went down to the bookstore and got myself a copy and read it that night. You should pick one up and read it and then pass it on to your wife and friends.  It has a real good message that you don’t nearly hear enough in times like these!  Because, truthfully, there’s acres of diamonds in good times and bad…no matter where you are – Bolder, CO, Ontario, Canada, Paris, TX, Swaziland, South Africa…you just need to keep an open mind and not be myopic!

The story is basically about this guy from somewhere in Africa who wants to strike it rich. So he sells his house and land and goes out and searches the continent for diamonds. His quest to find a diamond mine took him to many foreign lands. He spent the rest of his life, searching in vain to find his treasure.

At the end of the story, having failed miserably to find his treasure, he commits suicide by throwing himself into a river. Not too long after his death, an enormous diamond mine was discovered right in his old back yard by the new owner of his property.

I know that’s the cliff-note version but, the moral of the story is…

Most Security Dealers and Low Voltage Installers Look To Foreign Lands in search Of New Security Clients And Wealth, When the Diamond Mine their looking For Is Waiting For
Them Patiently In Their Own Client List!

There is an absolute FORTUNE in your client (mailing) list. If you build a decent size client list and nurture that list, you can live… [in style]… for the rest of your life.

Not recognizing the value in your client list is the first big mistake.  The second big mistake is not doing what is necessary to[nurture] your client list.

I’ll even take that one step further. An even BIGGER mistake is not knowing where your money is REALLY coming from in your client list… and… not doing what is necessary to nurture and clone those relationships.

What do I mean by that?

Everyone knows the 80 – 20 rule, right? (a.k.a. the “Pareto Principle”). 80% of your business comes from 20% of your clients.

Well, here’s a little eye opener. If you really look into your billing software, you will find that a disproportionate percentage of your “NET” income comes from a VERY small percentage of your clients. For most security dealers and low voltage installers it is something like 5-7% bring in 90% on the net income.
Not gross mind you…. Net.

So let me ask you this… do you KNOW who those folks are and how are you treating them differently from the rest of your clients? What are you doing to find out what makes these people “tick?” What commonalities do they have so you can craft a security marketing message and referral system to get a boat-load more of folks like them?

Or are you marketing to them the same? Treating them the same? Marketing to them with the same frequency as everyone else?

If almost ALL your income is coming from such a small percentage of people, does it make sense for you to treat everyone the same?

I know EXACTLY who my top 5% are… And believe me… I treat them very differently from everyone else.

They get marketed to MORE. They get the “Ritz Carlton” treatment. They get MANY unsolicited gifts. They are very special and they get treated that way.

It is a rude awakening for most security dealers when they actually run numbers and find out how small their business really is in term of where their money flows in from.

How To Sky Rocket Your Security Installations…

The quickest and easiest way to significantly raise your installation prices is to find out who these DIAMONDS are, single them out…and… treat them like the ROYALTY that they are.

Give them more reasons to spend way more money with you…and they will! Profile them like a CIA case officer would profile a Taliban leader; discover commonalities and get more of them.

Just identifying these clients and offering them more ways to spend money will send your installation price average through the roof… literally overnight.

Treat them special and market to them more and your bank account is in for the surprise of it’s life!

Smokin’ Security Newsletter members be on the look after the September issue hits your mailbox for this one time only “Acres of Diamonds” Tele-seminar  – a bonus call for all my security mavericks and newsletter subscribers – that will teach you how to identify the “Jericho Diamond Mine” in your business and how to mine those diamonds to  maximize your profits!

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!**

Acres of Diamonds…

The Two Biggest Mistakes That Will Drive Every Security Business into the Poor House…

Understanding these two (2) mistakes and fixing them will allow you to raise your rates, and your installation price by hundreds to thousand of dineros.

The first biggie mistake is not recognizing the value in your client mailing list (i.e. all your leads and security clients.)

There is a wonderful old story, “Acres of Diamonds”, that brilliantly hammers this point home. It’s a pretty long story and you should get a copy of the book and read it this weekend. But, I’m gonna tell yah the ending and ruin it for you right now – sorry.

BTW, I picked this book up when I was around 32 years old.  An early mentor of mine mentioned the book to me, so the very next day I went down to the bookstore and got myself a copy and read it that night. You should pick one up and read it and then pass it on to your wife and friends.  It has a real good message that you don’t nearly hear enough in times like these!  Because, truthfully, there’s acres of diamonds in good times and bad…no matter where you are – Bolder, CO, Ontario, Canada, Paris, TX, Swaziland, South Africa…you just need to keep an open mind and not be myopic!

The story is basically about this guy from somewhere in Africa who wants to strike it rich. So he sells his house and land and goes out and searches the continent for diamonds. His quest to find a diamond mine took him to many foreign lands. He spent the rest of his life, searching in vain to find his treasure.

At the end of the story, having failed miserably to find his treasure, he commits suicide by throwing himself into a river. Not too long after his death, an enormous diamond mine was discovered right in his old back yard by the new owner of his property.

I know that’s the cliff-note version but, the moral of the story is…

Most Security Dealers and Low Voltage Installers Look To Foreign Lands

Is Search Of New Security Clients And Wealth

When the Diamond Mine their looking For Is Waiting For

Them Patiently In Their Own Client List!

There is an absolute FORTUNE in your client (mailing) list. If you build a decent size client list and nurture that list, you can live… [in style]… for the rest of your life.

Not recognizing the value in your client list is the first big mistake.  The second big mistake is not doing what is necessary to[nurture] your client list.

I’ll even take that one step further. An even BIGGER mistake is not knowing where your money is REALLY coming from in your client list… and… not doing what is necessary to nurture and clone those relationships.

What do I mean by that?

Everyone knows the 80 – 20 rule, right? (a.k.a. the “Pareto Principle”).

80% of your business comes from 20% of your clients.

Well, here’s a little eye opener. If you really look into your billing software, you will find that a disproportionate percentage of your “NET” income comes from a VERY small percentage of your clients. For most security dealers and low voltage installers it is something like 5-7% bring in 90% on the net income.

Not gross mind you…. Net.

So let me ask you this… do you KNOW who those folks are and how are you treating them differently from the rest of your clients? What are you doing to find out what makes these people “tick?” What commonalities do they have so you can craft a security marketing message and referral system to get a boat-load more of folks like them?

Or are you marketing to them the same? Treating them the same? Marketing to them with the same frequency as everyone else?

If almost ALL your income is coming from such a small percentage of people, does it make sense for you to treat everyone the same?

I know EXACTLY who my top 5% are… And believe me… I treat them very differently from everyone else.

They get marketed to MORE. They get the “Ritz Carlton” treatment. They get MANY unsolicited gifts. They are very special and they get treated that way.

It is a rude awakening for most security dealers when they actually run numbers and find out how small their business really is in term of where their money flows in from.

How To Sky Rocket Your Security Installations…

The quickest and easiest way to significantly raise your installation prices is to find out who these DIAMONDS are, single them out…and… treat them like the ROYALTY that they are. Give them more reasons to spend way more money with you…and they will!

Profile them like a CIA case officer would profile a Taliban leader; discover commonalities and get more of them.

Just identifying these clients and offering them more ways to spend money will send your installation price average through the roof… literally overnight.

Treat them special and market to them more and your bank account is in for the surprise of it’s life!

Smokin’ Security Newsletter members be on the look after the September issue hits your mailbox for this one time only “Acres of Diamonds” Tele-seminar  – a bonus call for all my security mavericks and newsletter subscribers – that will teach you how to identify the “Jericho Diamond Mine” in your business and how to mine those diamonds to  maximize your profits!

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 Security Dealer Play Book… Just Business Man…

Just Business Man…

We had a great Labor Day weekend in Taxachusetts, I hope you had a great one too. My brother Gerald who lives in NYC sent me a text on Sunday morning which went something like this [Seymour was traded], meaning New England Patriot Richard Seymour, who helped the Pats win 3 Super Rings and he went to 5 Pro Bowls was sent packing to the Oakland Raiders for a 2011 1st round draft pick.
Bill Belichick never ceases to amazes what he’ll do to win (can we get over spy-gate), and trade players to extend the future of the team.
When you have a “system” in place and you believe in your system and you know that your system works then no tech, sales rep, office manager, operations manager or business partner will get in your way, and they can’t hold you over the barrel looking for more money, equity in your business, cuz you just get rid of them and just say “NEXT”!
Because that next person that comes into your company, will fall into place in your system and you will have another great year in business. When Richard Seymour was interviewed after he found out about he said it was “just business man”.

The Security Dealers Play Book…

Here are four (4) offensive plays that [real] security dealers and integrators are doing to increase sales and RMR…and there are ZERO differences between them and you, except what they are DOING! No special talent…other than making offensive plays on a monthly basis focused on:

1. Revenue Creation: persuading a flood of security prospects to raise their hands and say “Yes”, I want your security services and getting your existing clients to ask for more electronic security services! Tip:  the security dealer/integrators and low voltage installers who are constantly focused on adding more value and more revenue to their practice are the ones that thrive! Ask yourself: “How can we generate more revenue?  What else can we offer our existing security clients?  How can we “WOO” old clients, who have left the reservation, back in to the fold?  What new exciting security technology can we promote this month?

2. World Class Security Service: think about this!  Research has proven, beyond a shadow of a doubt, that a 1% increase in your clients experience satisfaction can increase your NET cash flow by 7-15%!
We are talking about something that doesn’t cost a thing…but might take you from doing good to becoming world-class!

3. Creating a Profit Driven Security Team: getting your security team members to be focused on creating more value for your security clients which will create more bottom line profits!  1 small improvement here can add 10, 20, or 30 thousand dollars in extra sales FAST!

4. Bullet-Proof Referral System: that creates predictable clients, profits, and success!  You can have the best security services in the world…and even have happy clients…but if you don’t have a killer client retention system that every new security prospect experiences when they come on board with your security business – YOU are missing so many freebie clients.
Imagine, one year from now, that you have an 87% referral based practice!  Clients “seek you out” knowing full well you’ll secure their home or office like Ft. Knox   knowing that if they get their desired results they are happy to send their friends and family your way.
Let’s look forward to another great football season, and may the best team win!

BOLO = Be On the Look Out, for my “Acres of Diamonds” blog post that should be out by the end of the week, you’ll never look at your business the same way again…

Bob Maunsell
Former Sgt U.S. Air Force

Have an E.S.P style day, Easy, Successful, Profitable.

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Security Dealer’s Questions and Answers – Download Your Copy of “The Power of the Clipboard”

Just catching up on a some house cleaning today, had some question that have been sent in to the “Ask Bob” column that I want to answer this lovely Friday. So here we go.

The Doctor That Wants To Be A Security Dealer…

Hi Security Marketing GURU,

I want to start a home security business can you please point me in the direction of where I can get the products and training. Once I get this part done I will contact you for your courses.

Thank You,

Dr. Mark C.
Laguna Niguel, CA

Hey Dr. Mark,

I appreciate your question the electronic security marketing is a great business to be in, the hair stands up on the next of my neck when I think of all the opportunity out there for security dealers and low voltage installers, who aren’t afraid to go to work ON there business and not IN there business.

This market will continue to grow by leaps and bounds for the rest of my natural life and when I’m long gone this market  has unlimited potential and unlimited opportunity , for the security entrepreneur who is wearing binoculars instead of bifocals.

Here is a quote from Bill Gates that will get your “money glands” salivating, “The only industry that changes faster then technology is fashion”.  We just so happen to be in technology industry, and if you understand that security is fashion on steroid, in the sense that it always changes, you’ll never, ever have to worry about your next new prospect.

You see the security industry is always about change, new technology upgrades, adding exotic electronic gizmo that will allow you to create multiple new streams of RMR (recurring monthly revenue)

But this depends if you have a pair of binoculars, or if your wearing bifocals.

Here are seven quick things to get you started learning the electronic security industry.

1-    Subscribe to the security industry trade magazines: SDM – Security Dealer and Marketing, and SSI – Security Sales and Integration.  See if they will send ya a years worth of back issues this will bring you up to speed real quick with industry jargon, and all the latest cutting edge security products.

2-    Call the local ADI (alarm supply house). I think there might be a branch in Carson, CA. Just ask the branch manger when is the next time there having in house training product training on residential security system.

3-    I can’t speak for the state of California, but I’m sure you’ll have to work for a licensed security contractor to get your training and your apprentice hours in. We have a ton of SMG clients out in Cally, that we can point you in the right direction if your looking to get your training under a reputable alarm company.

4-    Another right-smart idea is to order up an alarm system for home and just learn how to program the panel and make it sing, and learn all the in’s and outs of programming an alarm panel.

5-    Last but not least stay plugged in to my website www.securitymarketingguru.com , for the #1 security marketing strategies that get you clients to Stay, Pay, and Refer.

Dr. Mark, that should be more the enuff ideas to get you cruising in the right direction.

Here’s a PDF that you can download titled the “The Power of The Clipboard,” why every security dealer and security rep should be conducting themselves like a Doctor. I have covered this topic exclusively in my Smokin Security Newsletter.

It’s there for your taking, just download the pdf and *implement* the strategy in your security sales presentation. Knowledge is not power, unless it is backed by massive ACTION.

Happy Installations!

Selling Yourself!

Hi Bob,

My company is small 2 techs office lady and 3 part time sales. Really 3 people so I am owner/sales/install/ service. So do I want to promote myself? I have mostly played the just a tech to look bigger than we are is this a mistake?

Charlie C.
Oklahoma City, OK

Hey Charlie,

The only time size is an issue is if you were rolling out the security systems for the new 350 stores that  Oreck Clean Home Center stores that are opening up across the US in 2009, or if you there’s a contract do the security system upgrade on the Federal Penitentiary that’s out to bid in Okie. That’s the only time you need to concern yourself with size.

Your doing a pretty good job employing 3 part sales reps and an office lady, and two techs.
Also you’re a security entrepreneur that is building his security business, and it just so happens you happen to wear multiples hats to keep the whole sha-bang rolling.

Your clients are more concerned how they are being “treated and serviced”, for the most part your clients and prospects don’t care how big you are they just want to know how much you care about them.

TTYS
Bob

Door to Door Security Sales Reps

Hi Bob,
Interesting article on Door to Door as Missionaries, Then as Salesmen, what are your thought s on it Bob? Should we recruit these hired guns?

Thanks
Victor
Atlanta, GA

Howdy Victor,

I think Pinnacle Security love them or hate them, has a great system for Door to Door canvassing. This is security marketing pillar that is often over look when a dealer is looking to increase his residential security sales. I think if it’s done right it can be wildly successful.

Thanks
Bob Maunsell
Former Sgt U.S. Air Force

Have an E.S.P style day, Easy, Successful, Profitable.

Now Go Smoke Your Competition!

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I Spy With My Little Eye – Serious Security Marketing Opportunities

You can learn so much from your children about marketing your Security Business and/or Low Voltage Installation Company if you sit back and watch your children play and are observant of human nature on their minute level.

The “I Spy with My Little Eyes” game plays into basic human psychology. You choose to notice things in your daily environment, what you want to notice and no more.

My little girl Kiera looves to play this game with her class mates, the game goes something like this “I Spy with My Little Eye’s” something that is red, and you have to look for that particular object and fast as you can before the other the children do and you win the game.

I’m a big sucker for this game and I love to play it with my daughters when we are driving around in the car.

You should play the “I Spy with My Little Eyes” game with your security business throughout the day. I’m not going crazy….here me out on this!

“SPYING” is one of the most exciting jobs on the planet if you know how to do it.

Make no mistake about it. For you to become a top spy, you must possess certain characteristics, and learn many new skills and abilities.

This security marketing blog post lists what it takes to become a spy, use it for your own clandestine operations within your business.

Here is my version of this children’s game that you can play in your security business

“I Spy With My Little Eyes”- New or unique security niches that are opening in my local markets that I can apply Education Based Security Marketing ™ (EBSM) and can use my abilities to craft a compelling message to this marketplace. “I SPY” the slivers of opportunities that I can exploit to my advantage for greater market share.

“I Spy With My Little Eyes”- My technicians and staff doing great work, I should acknowledge them and say a few kind words. (If your remarks are sincere, friendly and caring, the relationship between you and your team will reflect that.)

“I Spy With My Little Eyes”- My clients which are my biggest source of referrals and are rewarding them for there good behavior, and because they are a dependable source of income.

“I Spy With My Little Eyes”- Customer complaints that can be settled right away, before things go up in smoke, and I lose a customer for life. (Remember you gotta take good care of your clients, because they’re your ticket to the promised land!)

There you have it.

Some of your best and most creative insights will come while you’re just playing around.

That’s how your mind works, and how it’s suppose to work!

Over and Out From Worcester, Massachusetts

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FBI Press Release For Your Security Business Website – Newsletter

TGI FRIDAY everybody. Check out this great article a good friend of mine, Kathleen Baty, forwarded to me this morning. I’m sure some of you have heard of her a.k.a “The Safety Chick,” she has been featured on America’s Most Wanted, The John Walsh Show and The Morning Show.  I had the opportunity to interview her this morning and my Newsletter subscribers will have the pleasure of listening in on that killer interview on June’s Smokin’ Security Newsletter audio success CD.

Check out this press release on crime statistics by the FBI for 2008. Feel free to swipe and post on your site/blog or in your newsletter!

Press Release

For Immediate Release

June 1, 2009

Washington D.C.

FBI National Press Office

(202) 324-3691

FBI Releases Preliminary Annual Crime Statistics for 2008

According to the FBI’s Preliminary Annual Uniform Crime Report released today, the nation experienced a 2.5 percent decrease in the number of violent crimes and a 1.6 percent decline in the number of property crimes for 2008 compared with data from 2007. The report is based on information that the FBI gathered from 12,750 law enforcement agencies that submitted six to 12 comparable months of data to the FBI for both 2007 and 2008.

Violent Crime

* In 2008, all four of the violent crime offense categories declined nationwide compared with data from 2007. Murder and non-negligent manslaughter declined 4.4 percent, aggravated assault was down 3.2 percent, forcible rape decreased 2.2 percent, and robbery decreased 1.1 percent.

* Violent crime declined in all city groups. Those cities with populations of 250,000 to 499,999 saw the greatest decline in violent crime (4.0 percent). Violent crime in non-metropolitan counties decreased 3.3 percent and in metropolitan counties declined 2.5 percent.

* Murder and non-negligent manslaughter dropped 9.1 percent in cities with 100,000 to 249,999 in population. However, in cities with populations less than 10,000, murder and non-negligent manslaughter increased 5.5 percent.

* Cities with 250,000 to 499,999 inhabitants experienced the greatest decline in forcible rapes at 4.4 percent; cities under 10,000 in population showed the only rise in forcible rapes at 1.4 percent. Forcible rape offenses decreased 7.3 percent in non-metropolitan counties, but increased 0.6 percent in metropolitan counties.

* Although robbery overall showed a decrease, cities with populations less than 25,000 showed increases in robbery. Robberies also increased in both metropolitan and non-metropolitan counties, 0.7 percent and 0.6 percent, respectively.

* Aggravated assault decreased in all city groups. Cities with 250,000 to 499,999 inhabitants experienced the greatest decrease at 6.0 percent. Aggravated assaults declined in both metropolitan and non-metropolitan counties, 3.9 percent and 3.4 percent, respectively.

* Violent crimes decreased in all four regions of the country in 2008. However, slight increases in murder were reported in the Northeast (0.7 percent) and in the Midwest (0.4 percent). The Northeast also showed increases of 2.5 percent for forcible rape and 0.3 percent in robbery.

Property Crime

* Nationwide, burglaries were the only property crime to show an increase (1.3 percent) in 2008 compared with 2007 data. Larceny-thefts were down 0.6 percent, and motor vehicle thefts declined 13.1 percent.

* Property crimes decreased in all city groupings. Cities with 250,000 to 499,999 inhabitants had the greatest decrease in property crimes with a decline of 5.1 percent. Property crimes decreased 0.9 percent in non-metropolitan counties but increased 0.2 percent in metropolitan counties.

* Burglary offenses increased 3.3 percent in cities with 500,000 to 999,999 persons. Burglaries also increased in both metropolitan and nonmetropolitan counties, 2.1 percent and 1.0 percent, respectively.

* Larceny-theft increased 0.5 percent in the nation’s largest cities (one million and over in population) but decreased in all other city groups. In metropolitan counties, larceny-thefts rose 1.4 percent but in non-metropolitan counties declined 1.2 percent.

* For motor vehicle theft, declines occurred in all population groupings. Cities with 250,000 to 499,999 inhabitants experienced the greatest decline at 16.8 percent.

* Three of the nation’s four regions had decreases in property crimes in 2008 when compared with data from 2007. The greatest decrease in 2008 was in the West, where property crimes were down 4.2 percent. In the Northeast, however, property crimes increased 1.6 percent.

Arson

* Arson offenses, tracked separately from other property crimes, decreased 3.9 percent nationwide. But law enforcement agencies in cities 250,000 to 499,999 in population recorded the only increase in arson (2.1 percent). Arson offenses declined in all four regions in 2008. The largest decrease (5.9 percent) was in the West.

The complete Preliminary Annual Uniform Crime Report is available exclusively at www.fbi.gov/ucr/ucr.htm.

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Commodity versus Service

Smoke Your Competition, By Focusing On Service…

The Merriam – Webster Dictionary’s definition for the word Commodity is: a mass-produced unspecialized product.
This means that you can be bought and sold like white rice… Yikes, not a position of strength if your selling big ticket security items.
The Merriam – Webster Dictionary’s definition for the word Service is: Work done by one person or group that benefits another; an act of aid or assistance.
Compare this to the definition of a Commodity: “a mass-produced unspecialized product.”  Which would you rather be selling?
That’s what I call settling for less; when you’re perceived as a commodity, just another alarm guy or authorized dealer in your security sales presentation…no one with perceived value.  This is evident when a prospect says to you, “I can get a security system for $50 dollars less and the monitoring for $10 bucks a month cheaper than yours.”
Draw a line in the sand today and say…
I will not let my alarm company be a Commodity!
It is why there’s often huge price discrepancies in the residential security system market and also the home theater and home automation markets.
Another word that I dislike in the English language -  as it pertains to the security dealer or the low voltage installer – is being referred to as a “vendor.”  That word screams commodity!
You are selling a service — although you may also sell some products or commodities along with your service.
How you present and package and bundle your security services or home theater systems and deliver them to the marketplace – and how the customer feels before, during and after the work is completed – directly affects the image of your company and affects future sales and business growth.
So don’t think of what you offer to your customers as simply just a “burg system” or a “sound system.”
Avoid the commodity attitude and mindset and work hard at creating extreme services for your client base.
Offer excellent service along with all the little bennies that will help you thrive — not just “get by” in this sloooow economy!

Peace Out!

CUL8R

Bob

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