Security Niches That Will Make You Riches

Question from Jeff

Hi Bob,

My question is that in most business you find riches in niches, does this hold true in the security industry? Should you focus your marketing and your business on one aspect such as cctv or home security or is better to offer it all?

Thanks,

Jeff

Hi Jeff,

That’s a Gr8 question!

First off, I’m not sure if you’re in the security industry or if you’re thinking about going into business for yourself. Yes there are “riches in niches” especially in the security industry. Some examples of niches would be to offer a range of security services to high-end residential clients, nuclear power plants, safe rooms, car dealerships, campus security, day care centers, emergency medical response to the aging baby boomer market. These are all examples of niche markets that have different security needs.

If I was just starting out, with a limited budget, I would go after one market – say, for example, car dealerships, and position myself, in my marketing campaigns, as the go-to security guy for the car dealership industry. I would get to know the market and research it and interview key people and learn what their needs are for security. I would then offer and install CCTV, Intrusion, Access Control, Perimeter Detection, Mesh Networks, Intrusion Monitoring, Video Monitoring to that marketplace. This way, I’d be able to concentrate all of my marketing dollars strategically on one targeted market.

Once I became successful in one niche market, I would expand my efforts into another niche market. It’s easy to cut-and-paste all the strategies you used attracting one niche market into another…they just have different security needs that you need to address and pitch in your marketing. Or, if you are happy with the one target market, then that’s great, too. It’s all in what you’e striving for in your business.

Now, go get ‘em!

-Bob

Bob Maunsell
Former Sgt U.S. Air Force

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Security Marketing Questions and Answers – August 25, 2009

Hello Bob, I received your newsletter about a week ago and  I understand what your doing with it, but I have some big issues.

1. I can do to much, I created a new website in two days based off one of your news letters here: www.xxxxxxinstallation.net although I have experience in this type of business the true goal is to install 5K of new electronics in a home and telling the homeowner “You should real protect your investment by purchasing my alarm system”. I also made www.xxxxcabling.com to do the same for my communication knowledge. They were fun to write and I think I engage the client on a more personal level. But is it professional? Will this attract the type of customer I want?

Guido,

That’s pretty impressive that you built a whole, new website off of just one issue of my Smokin’ Security Newsletter.  I know each issue of SSN is packed with a lot of meat and ‘taters of marketing & biz building info, so it’s awesome to hear you were able to get so much out of it!

Guido, you have a lot of issues that you’ve outlined that I just can’t answer in this email – there are too many variables.  So, we really need to talk.  My suggestion to you, as a new SSN subscriber, is to take your 15 minute Coaching Call critique and your 15 minute Search Engine Optimization Website Critique (SEO) and fax it in so we can set up a time to talk. There’s a lot of questions I have for you – especially the direction you want to go in (remember, there’s riches in niches) and you need to define your niche before you move forward.

I think you’re definitely on the right path with your new website – with engaging the clients on a personal level. You did two things on the new website that engaged me as a skeptical potential client:  1) Your warranty.  It is spot on!  It covers every fear that the client has once the system is installed and the installer leaves the property.  2)  You put a face to the name by including your picture – adding instant credibility because people want to do business with people.

2.I have my main business here : www.xxxxxx.com , it corporate and boring as paint! Should I make “it personal” will I attract any customers? I want Medium size Companies

Guido, you’re absolutely right!  The site is as boring as paint…I fell asleep at the keyboard checking it out!  People want to business, with people not nameless faceless corporations. Would you sit down and  have a beer with your website?

3.I have many names: My thought was that I could niche market by using different names to target  customer. But trying to build 4 companies at once is a bit overwhelming.
This is what I have:

Guido, wouldn’t you rather be the big fish in a small pond?  Do yourself a favor – dominate and master one niche market.  You’re trying to be too many things to too many people.  This will backfire on you. I would get good at driving as much traffic to one website first then expand it to your other websites.

xxxx Security, www.xxxxsecurity.com (for residential alarms)
xxxx Cabling & Communication, www.xxxxcabling.com (small business communications and cross market my small business alarms)
XXXX XXXXXX, Inc. www.xxxxxxxxx.com (large corporations)
Installation by Prewire: www.xxxinstallation.net, www.xxxinstallation.net, www.xxxxxhome.com, www.myxxxxwire.com (more home owners to sell alarm to)

Does it work? Kinda. XXXX is in the top results in google but I have had only 3 clicks (I stated to wonder if anyone is even looking for security) out of the 3 clicks 1 customer called and I got the sale. Unless i’m doing something wrong is their a market or is it two saturated with garbage from ADT. Hey that’s a key word! ADT, Brinks, sorry getting off subject.

Guido, you obviously know how to put up websites.  That’s the easy part.  What you need to master is how to drive traffic to the site with…
SEO
Pay Per Clicks
Direct Mail
Advertisements
Press Releases

What you to have a better understanding when creating a site are…
1-Title Tags
2- Keyword Density
3- Site Structure
4 – Incoming Links

What do I do Bob? Pick a name and stop over thinking the every freaking thing? Does the name even matter?

Guido, The name is everything…!

Frustrated,
Don’t be frustrated I don’t know any dealers that can whip up four (4) websites almost overnight, obviously you can paint the car, now you need to put a NASCAR engine in that website (SEO Tricks) and let that  bad boy rip!

Guido
Tom Brady Home Town

What About The Smokin’ Security Newsletter Call-In Day

Hi Guys,
3 questions and really only looking for 2 answers.
1. As a Newsletter subscriber how can I take advantage of the Open Call In Day?
Next Thursday (8/27/09) call in at your convenience between 1-5pm Eastern Time. If the phone is busy, just keep trying; we typically get a lot of national and international phone calls, but we do handle all callers – plus it’s definitely worth your time!

2. In my 2nd month bonus package one of the handouts speaks about the audio brochures like the hotlines – so I an sending the email as it says – to say that I am interested in using those and is there any chance I can get the written scripts for the audio brochures and for the hotline?
We will send you over some information about the Hot-lines on Monday. Bob can also talk to you about the hotline stuff on the call. We are working on getting this information up on our site as I speak. Hotlines are like a virtual sales rep working 24/7/365 to educate your client base and soft sell your services.  We use them to convert a lot of prospects into clients for life!

3.  If Bob was an animal what kind of animal would he be?  (Obviously this is the one that I dont need the answer on lol)
Steve,  Hmmm… if I was an animal what animal would I be? I would have to say a lion.  Lions are always the last to starve in the jungle because they’re always hunting…and I’m always hunting and on the prowl; so a lion I’d be.

Thanks and have a great weekend.
-g-

N.Y. Yankees Fan

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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Security Marketing Formula For ‘Riches in Niches’

Mass Notification…Meets Walt Disney…Equals Steriods!

Mass Notification Systems

One of the hottest security niches in the pipeline for the next decade are, Emergency Mass Notification Systems. I covered this topic on a previous audio success CD for the Smokin’ Security Newsletter a few months back but here it is in a‘Cliff Notes’ version.

A Mass Notification System is an Emergency Alert System that will broadcast a message across an industrial plant, a campus, a town, a city, in seconds. Putting the word out that something important or dangerous is going down. The various niches (I always say “The Riches are in Niches”… go find yourself a profitable security niche, and become the go-2-guy in that niche) this product can be sold to are  the following vertical markets: Defense & Military, Government Agencies, Emergency Management Agencies, Commercial & Industrial and (especially) Higher Education.

Mass Notification Messages can be sent by way of SMS, Phone, Fax, E-mail, Signage, RSS Feeds (Really Simple Syndication), Website, Facebook, IM (Instant Message), count’em these emergency notification systems have a minimum of nine (9) different mediums to get the word out, to let you know when the %$#( is about to  hit the fan. I really like this technology; it’s high performance multi model alerting. Mass Notification is not relying on just one (1) method to notify a person/group of people that there is imminent danger/distress, heck no, they’re using every medium in the book to alert you if disaster is gonna strike.

I have some killer DM pieces I’m going to be mailing out later this spring to some local colleges and universities, talking about the importance of HPMMA (High Performance Multi-Model Alerting) and how my security company excels in integrating these types of systems.

Walt Disney…

One of my all time favorite quotes is from Walt Disney, he summed up his entire business model in this one quote…. “Do What You Do So Well And So Uniquely That People Can’t Resist Telling Other People About You,” this is the recipe for a super successful Security or Low-Voltage business, and a happy home life. Cuz when security installs are rolling in the door instead of trickling in like a leaky faucet you don’t have to worry about being able to take your wife and kids for some killer steaks at The Capital Grille.

I know money isn’t everything and I don’t mean to say that it is but hugs and kisses don’t pay the bills either!  The quality of your home and business life is very much proportional to the amount of security deals in your pipeline. Keep yourself in a stable cash position with referral generation based marketing that will bring smokin’ hot, pre-qualified leads to your front door.

Having a proven and profitable security marketing system or heck for that matter an alarm systen marketing system, or a CCTV marketing plan… You have to get the word out…

Burn This Into Your Subconscious Mind…

The friendlier you are, the easier it is to do business with you and the more security ideas you can inspire in your client’s brains. The MORE over the top your security service is and the more you deliver beyond what you promise, the more the “WORD” will be spread about you and your security company like a wild fire.

Steroids….

Now what if you took the Walt Disney quote “Do What You Do So Well And So Uniquely That People Can’t Resist Telling Other People About You.” and you incorporated that into a Mass Notification System where you use nine (9) mediums Phones, Faxes, E-mail, Signage, RSS Feeds (Really Simple Syndication), Web, Facebook, IM (Instant Messaging), to get the “WORD” out about your biz. Your growth would be off the charts… Now that is what I call some HIGH PERFORMANCE “WOD” (Word of Mouth). By the way all the stuff I’m touching on right now is being covered extensively with real world examples on implementing these strategies into your Security or Low-Voltage Business in April’s issue of the Smokin’ Security Newsletter.

Doom and Gloom…

In the midst of Doom and Gloom, in the midst of chaos, there are opportunities. When the world is in a state of constant flux (like right now!) there are bunches of killer security marketing opportunities that are literally waiting on your doorstep. But these opportunities are reserved for only for the security entrepreneur who doesn’t think like the rest of the pack….