The Ballsiest Ad I’ve Ever Seen…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

You don’t want to miss this issue!

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

Bob Maunsell
Former Sgt U.S. Air Force

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

Now Go Smoke Your Competition!

Want $2,649,594 worth of FREE Security Marketing Advice? Check out my Blog!
http://securitymarketingguru.com/category/bobs-security-marketing-blog/

My Free Gift To You!
http://securitymarketingguru.com/bobs-free-gift/free-gift-from-bob-maunsell/

Got A Difficult Question? Just Ask Me!
http://securitymarketingguru.com/ask-bob/askbob

Join My Security Marketing Group On Facebook
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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!**

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

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

Bob,

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

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

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

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

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

Thank you.

Sincerely,

John J

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

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

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

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

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

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

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

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

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

Have A Great Day!

Bob Maunsell
Former Sgt U.S. Air Force

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

Now Go Smoke Your Competition!

Want $2,649,594 worth of FREE Security Marketing Advice? Check out my Blog!
http://securitymarketingguru.com/category/bobs-security-marketing-blog/

My Free Gift To You!
http://securitymarketingguru.com/bobs-free-gift/free-gift-from-bob-maunsell/

Got A Difficult Question? Just Ask Me!
http://securitymarketingguru.com/ask-bob/askbob

Join My Security Marketing Group On Facebook
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**Hey, Do you want to post my articles up on your blog? Go right ahead! Just kindly cite your source and give a link back to my page.Thanks!**

Brain Overloaded and Robotic Selling

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

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

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

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

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

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

Brian Downs
Giant PowerComm
Apple Valley, CA.

Here’s my response to Brian:

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

Hi Brian,

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

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

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

Manual vs. Robotic Selling…

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

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

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

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

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

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

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

Walt Disney’s Motto…

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

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

I think so…

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

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

You Think…?

Combat Rock…

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

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

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

Let’s get ready to rumble in 2010!!

Bob Maunsell
Former Sgt U.S. Air Force

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

Now Go Smoke Your Competition!

Want $2,649,594 worth of FREE Security Marketing Advice? Check out my Blog!
http://securitymarketingguru.com/category/bobs-security-marketing-blog/

My Free Gift To You!
http://securitymarketingguru.com/bobs-free-gift/free-gift-from-bob-maunsell/

Got A Difficult Question? Just Ask Me!
http://securitymarketingguru.com/ask-bob/askbob

Join My Security Marketing Group On Facebook
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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!**

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 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
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Top Secret Clearance – Street Fighting Man

Top Secret Clearance…

I just got off the phone with a gentleman that recently signed up for my security marketing coaching program.  For simplicity sake, and to protect his privacy, let’s call him “Agent X”.  He’s only been in the security industry for a short period of time (4 months to be exact) and has decided to join my Security Maverick Coaching program to give himself a short-cut to success.

On the 1-on-1 personal interview that I conduct with every security dealer that joins my program, I like to find out a little bit about every new member’s background story and their vision for the future.

Boy oh boy was I surprised when “Agent X” told me about his background history. He had a “Top Security Clearance,” oversaw multiple security systems and was in charge of security system installations for the DOD (Department of Defense).

That’s a great background story for anyone starting a security business!  But it gets even better!! I was blown away about the “MASSIVE ACTION” he has already taken in the past 4 months since he left his “Top Secret” post.

Please pay attention here so you can see everything “Agent X” has IMPLEMENTED in his security business so far…

Street Fighting Man…

I gotta tell yah something…while everyone else is hiding in their bunkers heating their C-Rations over a sterno flame, sipping their Kool-Aid out of a tin cup, and listening to the emergency radio for signs of life above ground…“Agent X” has been confronting the enemy head-on and moving forward his front line in the battlefield.  His has not been sitting cozy in a bunker waiting for this howling nuclear-economic storm cloud to pass.  Why?  Cuz he’s a legitimate street fighting man!  Check out what he’s already laid down in the past four months in his security company.  He has:

1-    Hired a telemarketing firm for cold calling.
2-    The 1st telemarketing company he hired was performing poorly, he quickly pulled a “Donald,” said your fired, and went out and got himself another telemarketing firm that’s setting up twice the appointments as the first.
3-    Hired over 150 “door knockers” to go around town and drum up business.
4-    Canned over 90% of the “dead beat” door knockers that couldn’t close sales.
5-    In the process of setting up a residential direct mail campaign.
6-    Is out driving to different parts of the state in his car looking at more territories where he can send more door knockers to secure more market share.
7-    In the process of setting up living quarters where his new team of door knockers will reside in this new territory.

Hey there Kimosabe, that’s a lot of MASSIVE ACTION from “Agent X” and that’s what it takes to make hay in a slooow, stagnant economy!

What’s very insightful about “Agent X” is that he didn’t throw in the towel when met with adversity and he didn’t blame it on the economy. With foreclosures up in his area and rising everyday, he didn’t give up and he didn’t say cold calling doesn’t work or door knocking is a waste of time.  He just experimented, implemented and refined his resources as needed.   He understands the game of business and it’s just a matter of time until the planets align according to his grand plan.

So if you want to throw in the towel, dude, now is the time! All you have to do so is blame it on the economy of 2009.  It would be easy to get away with it cuz nobody would blame your failure on anything but the economy – even though you know deep down you didn’t try everything and anything! But, you’d know who to blame on your lack of trying – you can’t fool the man in the mirror!

Security Marketing Lion…

I also would like to add that “Agent X” is 63 years of age. Most older lions’ ability to hunt is not as strong as a younger lion.  But, “Agent X” defies that philosophy. At 63 years old, he is just starting to sharpen his claws and teeth, and hone his hunting skill in the security arena.  4 months into the game, and he’s already learned and acquired many skills needed to make his new security venture a smokin’ success!

Infant lion cubs are taught their hunting skills at a very young age.  Understand that the last animal to starve in the jungle is the lion, cuz it’s always hunting!  Here’s a thumb-nail version of what I discussed during my phone interview with “Agent X”:

1-    During the 1-on-1 call we created a USP (Unique Selling Proposition) that his telemarketers can use when they’re placing calls to get away from the “FREE” pitches that the other BIG security companies use (you know the ones!)

2-    We came up with a “Community Awareness” program that can be put together for peanuts.

3-    We also outlined four (4) strategic joint venture partners that are always looking for ethical security dealers to give security system leads to.

4-    Creating “Robotic Security Selling Strategies™” that work 24/7/365 – without a hitch!

Income Stream….

“Agent X” wanted a bench mark to compare his business to what other security dealers are doing in business. To be honest, I said, “X, there aren’t many independents that have done what you’ve done!”

In the last four months, he’s installed 70 residential security systems.  The monitoring on that is $39 per month.  That’s $39 x 70 = $2,730.00 per month in RMR!

If “Agent X” sticks with his marketing plan – which I know he will – he’ll average 210 installs in one year’s time and be racking in $8,190 per month in RMR (or $98,280 per year!)…and that’s just one year’s effort!

What if we look at his 5 year effort?  Averaging 70 install in 4 months would be 210 installs in a year and 1,050 installs in 5 years.  At $39 per month in monitoring, “Agent X” would be hauling in $40,950 per MONTH in RMR and $491,400 per YEAR in RMR!

Image if he went after service contracts and cellular backup monitoring, too?  Or, if he went after upgrades like, panic rooms, video surveillance, intercoms, or a perimeter detection system?  Wow, would he be a FAT CAT!

With a quarterly client newsletter (that “Agent X” is now getting as a bonus in my Smokin’ Security Newsletter – and intends to use!) it does the selling for you and makes these kinds of add-ons and upgrades a piece of cake!

The 5 Yard Line…

Most people quit after the 1st sign of difficulty and hardship, not realizing that they give up way to easy on their dreams and not knowing that the ball is on the 5 yard line.

Write this down and live your life according to it…

Dave Kekich’s Credo #75:  “Persistence is a sure path to success with quality activities. Never, ever, ever, give up.”

“I will do this” is the only attitude that works. “I’ll try” or “I think” doesn’t work and will not cut it in this marketplace.

Peace, Out!

Bob Maunsell

P.S.- Now is the time to be out fighting in the streets, for what’s rightfully yours!

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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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.

Now Go Smoke Your Competition!

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Free Gift From Bob Maunsell

A Little Something!

One of the nicest things you can do is to send your wife a “Little Something” every now and again to show how her much you appreciate her for putting up with you for all the long hours that you put into your business, and for keeping the house and the kids in tip top shape. When you do a “Little Something” extra for you spouse the  unexpected gift will create that micro moment of happiness for her. Studies have shown that little moments of positive emotion can add up, helping us to “rebound better from adversity and stress, ward off depression, and continue to grow.”  Not only will this make your wife happy, but it will endear her to you.

Who else’s ears should you be whispering in, to create this type of relationship with…? How about your installed base of customers aka your security clients…How about if you could create a micro moment of happiness for your clients. Wouldn’t this be a great way to build incredible loyalty with your “FAN BASE”, most people would have you think that just by sticking the latest dealer program sign in their front lawn would build loyalty and create “Clients 4 Life”. It’s takes a little more work to create “WOW” security system experience. But the rewards of gifting your “FAN BASE” are enormous when you can [scale] these micro-moments of happiness for lot’s and lot’s of your clients  at the same time.

Create Micro Moments of Happiness…

I have been using a gifting company called www.littlesomething.com  this concierge site offers a wide variety of Little Somethings from gourmet foods and golf balls to bath soaps and mini gardens. Each Little Something is shipped with a personal note from you the Security Dealer, talk about standing out from the crowd.  In an increasingly cut throat national and global marketplace, Little Somethings are a cost-effective way to build client relationships and deepen customer loyalty 4 life.  For less than a sawbuck ($10) each (including shipping to U.S. destinations), Little Somethings are fun, memorable, classy, well-presented, and a great way to communicate to your client base.

Security Dealers & Low Voltage installers are using this service in some of the following ways:

•    To welcome new customers.  Security Dealers who send Little Somethings also send the message that they are thoughtful and care about their clients.
•   To thank customers who give referrals.  Referrals are the holy grail of security dealers and low voltage installers— spurring them is a great idea!
•    To make a great impression on hot prospects.  Since every Little Something includes a note, the message can be crafted for a specific prospect and even includes the company logo at the top… WOW… We aren’t in Kansas anymore!
•    To spread happiness (and client satisfaction)!  Sometimes a simple “thank you” for no special occasion at all can speak volumes.
•    To celebrate little occasions that don’t require large gifts.  For example — birthdays!  What security dealer remembers birthdays…? I can’t think of any off hand.  And if they do, it’s usually an automated email with a coupon — nothing quite as fun or delightful as a Little Something in the mail.

It doesn’t take a lot of money or a lot of time to make a lot of impact with a Little Something.

[ support@securitymarketingguru.com  ]

This is who I would send 5 Little Somethings too.

1-    Your spouse or significant other. (cuz they deserve it!).
2-    A client who refers you a ton of business.
3-    A contractor or developer that has access to a boatload of security installs.
4-    If you have a proposal out there and you’ve been trying to woo that prospect, you can send him over the edge by sending him a gift.
5-    A client who gives you a truckload of installs.

What have you got to lose by doing this…I can’t think of the last time I’ve made such an “OUTRAGEOUS” offer like this, and no there nothing wacky in my cigars. I’m paying you to make money off of my dime. This offer is open to any that is on my weekly security system marketing email list (You need not be a member of any of my services). All I ask for in return is a short little story detailing who you sent it to and the results you got.

Shucks I could be called a socialist with this offer by spreading the wealth around.  Just go ahead and create a micro moment of happiness for five (5) of your top clients.

This is a no greater way to win the “hearts and mind of your clients” then by sending them an unexpected little something in the mail.

This is the equivalent of sending out a daily timer test signal to make sure that the clients who mean the most to you know that you’re there and present and online in their mind thinking about their needs.

I don’t know how long I’ll keep this ridiculously FREE offer up so I would suggest you act now, before my bailout money runs out (hahaha). I don’t have the luxury of printing more.

P.S. Please, only ONE order refund per company.

P.S. Please allow up to two weeks to receive your gift card.

Rules and Regulations ** You must be a subscriber to my weekly email list to redeem this offer. This offer is open exclusively to Security Dealers, Low-Voltage Installers (and Life Safety), Security Integrators, Locksmiths and Electrical Contractors specializing in low-voltage/security. Valid Name, Company Name and Phone Number required, we will contact you via phone before mailing and provide you with a tracking number**

Don’t Be a Security Dealer Cover Band…

Just me here with my writing machine. I have the Red Sox game on the telly, and earlier this morning I kissed my wife and kids good-bye as they headed down to the Cape for the week.

I’ll be heading down to the Cape later in the week to catch up with the wife and kiddos. But before I do my good friend Rich D. are going to see AC/DC perform Tuesday at Gillette Stadium (aka “The Razor”), where it’s sure to be a blowout show. This will be AC/DC’s first world tour in 8 years. I checked out the AC/DC fan blogs and all the reviews say that the boys are in full form and super cranking the music.

Ticket From the 7-28-09 show at Gillette Stadium

Right-O, that’s about enough out of me. Let’s get down to some serious security marketing rock and roll about becoming the main attraction instead of a fly by night cover band.

“HELL’S BELLES”

Interestingly enough, when you’re uber successful and famous everybody wants a piece of your hide and a piece of the action. The imitators will mimic your lyrics, your guitar solos, and your school-boy outfits.

There’s an all-female AC/DC cover band called ‘Hell’s Belles’, who eke out a living pursuing AC/DC around the states and setup shop in small venues where they can get the folks who won’t step up to the plate and buy tickets to the big show.

Point being, there are always two markets to serve: folks who want the ‘Real McCoy’, and folks who want the Gucci knock-offs. I would rather serve people that want the ‘Real McCoy’. In other words, I’d rather be original and create my own market instead of copying someone else. When you’re original – AC/DC as opposed to ‘Hell’s Belles’ – you have a more rabid fan base that will support you in style for the rest of your life.

Another word on the importance of originality: The great English poet Rudyard Kipling wrote a long poem about a self-made shipping tycoon called Sir Anthony Glosser. On his death bed the old man looks over the course of his life for the benefit of his son, and refers – contemptuously – to his competitors:

“They copied all they could follow, but they couldn’t copy my mind. And I left‘em sweating and stealing, a year and a half behind.”

If you have the good fortune to create a great security/ low-voltage installation company, you’ll soon see another security dealer try to steal it. This is irritating, but don’t let it worry you; nobody has ever built a great security company by imitating somebody else’s great ideas, whether that be AC/DC cover band rip-offs, or Sir Anthony Glosser’s competitors. Imitation may be the “sincerest form of flattery”, but it is also the mark of an inferior security dealer.

P.S Their is an awesome CD in this month’s Smokin Security Newsletter about how to secure homes against the most hardened criminals and thugs.

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!
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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!

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
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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!**

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