Outrageously Succesful Security Marketing Promo!

I gotta tell you that my 47th Birthday bash was even bigger then I expected!  It was so big that I needed a fire exintiguisher to put out my birthday cake….hahaha!

Inside the February Issue, you’ll…

• Find out the #1 thing that scares the heck out of security dealers.
• Get a complete “Ad-topsy” on how to create smokin’ postcards.
• Get a done-for-you Birthday postcard that’s ready for you to send out.
• Get a live example of another birthday postcard – created by a dude in New York who used his birthday to bring in so many orders that it back-logged his business for over three weeks (I know cuz my order was in the sales funnel for that long!)
• Learn my three-step method for writing smokin’ postcards.
• Uncover the phrase that all security installers must use in every letter introductions.
• Discover the one little thing that you should always include in your mailing pieces that’s guaranteed to boost your response rate.
• Get my favorite line to use at the end of your postcard.
• Discover the #1 thing that your new prospects judge you on when you show up at their home or office.
• Learn the one little thing that you should practice everyday to hone your selling skills.

But wait, there’s more…

• Special Report #1:  8 Steps to Becoming A Security Honcho
• Special Report #2:  How To Sell Security – The Prospect Theory VS The Negative Sell
• Audio Success CD:  Discover Secret Dental Marketing Strategies That You Can Use To Grow Your Security Business…This guest expert is off the hook in this CD!

It’s My 47th Birthday, and to celebrate, I’m going to make you the sweetest, most generous offer ever… with a N’or Easter of Bonuses!

First off, I’m going to give you four (4) FREE back issues of the Smokin’ Security Newsletter and four (4) Audio Success CD’s ($388 value, but, really, it’s priceless!)

Second, I’m going to throw in my special report, “Seven Simple & Easy Steps to Doubling Your Installations and Getting Paid Quickly in 2010″ ($97 value)

Third, I’ll also throw in my special report, “Five Security Marketing Skills to Master in 2010 and Beyond” ($97 value)

All of these gifts are yours to keep.  There are no strings attached.  And there’s no obligation to buy anything…you can cancel at any time!

Why am I doing this?  Because I’m getting old and going senile!  No, not really. It’s because I think there’s no better, more honest way to get you interested in my Smokin’ Security Newsletter than to let you “try before you buy.”

Sure, people (especially my wife) tell me I’m crazy for giving away so much free, valuable stuff. They say, “How can you justify giving away the store?”

Well, I may be getting older, and possibly going crazy, but I’m not stupid.   I’ve found over the years that whenever I get security installers to sample the Smokin’ Security Newsletter, they become absolutely hooked.  Most have continued to subscribe for years.

And so I figure the more installers I can entice to try the Smokin’ Security Newsletter, the more installers I’ll win over as members.  Hence the reason for this almost-crazy, irresistible offer.

You will get all the pieces mentioned above for FREE…the only thing that I ask from you is to help out with part of the shipping cost by paying the measly sum of $5.95.  Simply go to the Smokin’ Security Newsletter page and sign up today and I’ll send you:

Four (4) back issues of my Smokin’ Security Newsletter that’s packed with solid, proven security marketing advice and strategies, and tried-and-true security marketing samples. You will get all the tools you’ll need to build a faithful heard of clients that will STAY, PAY and REFER! You’ll also get four (4) powerful audio success CD’s that include:

1. The Black Belt of Google Adwords.
2. How To Skyrocket Your Security Business With Interactive Video Monitoring.
3. Why Most Websites Fail and How To Make Yours A Smashing Success.
4. How To Make Your Clients Feel Like A Million Bucks.

My special “Seven Simple & Easy Steps to Doubling Your Installations and Getting Paid Quickly in 2010″ will teach you WHAT you can do in the next three months to start 2010 off as a BIG year for you!

My special report “Five Security Marketing Skills to Master in 2010 and Beyond” highlights five skills, that if mastered, will have a BIG impact on your income stream (it will turn that stream into a river!)

Take a look at all your FREE stuff!  If you love it as much as I think you will go to the Smokin’ Security Newsletter page and test drive the Smokin’ Security Newsletter. Just fill out the form and we’ll take care of the rest.

But there’s one catch…I’m only offering the three special reports for FREE (my extra frosting on the cake, if you will) for the month of February (cuz it’s the month of LOVE).  So you need to obey your inner voice and sign up today!  I’m not making this offer to everyone (only a select few), hence the reason you will NOT see these special reports offered to the general populace on the website. If you sign up before the end of February, you, and only you, will get these special reports.

So, maybe people think I’m crazy, but you’re nuts if you don’t take me up on this offer before February 28th!

Bob Maunsell
Former Sgt U.S. Air Force

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

Now Go Smoke Your Competition!

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

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

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

Join My Security Marketing Group On Facebook
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 Run Trunk Slammers Right Out Of Town

I don’t know about you, but most ethical security dealers hate these guys.  You know them…the trunk slammers that run around town doing security installs out of the back of their mommy’s car. These guys are probably living in their mommy’s basement watching online porn and eating microwaveable Tombstone Pizzas…enabling the to work so cheap.

This isn’t doing anyone any good because it brings the market down. Trunk slammers are in almost every market – especially when the start-up cost to enter a market is next to zilch, then you get a lot of trunk slammers running around town.

These guys don’t get a lot of repeat business or referrals, for that matter.  They just think “Wham, Bam, Thank You Ma’am”  and go on to find the next sucker looking for a cheap install…good luck with customer service on the back end!

Security Selling System…

When you have a security marketing system in place that utilizes multiple client attraction and retention methods, you can’t be copied or knocked off by some hack whose working for peanuts. But, here is a big point to remember and act upon:

Having one method of attracting new customers is very dangerous and, in truth, is very, very, small thinking. It’s extremely hazardous to your financial well being. You are restricting yourself to one media…it’s like being a stool with one leg.  You can balance yourself on one leg, but for how long – before you tumble over?

ADT…

ADT, for example, has some defense against this rapid deployment of hordes of trunk slammers, and Johnny come lately(s). They have the $$$ to blast their marketing message out into the stratosphere – national TV, print, direct-mail, package inserts, the internet, Google Adwords, college bowl sponsorships, etc.

Unless someone has similar capital, infrastructure, organization, discipline, and multi-media expertise they flat out can’t compete or replicate that type of advertising. Joey-the-trunk-slammer living in mommy’s basement can’t replicate this.

But you, the astute security entrepreneur, can model and improve on this multi-media layered attack formula for success on the local and regional level, one step at a time.  Some things you can do are:  start a client referral program, start sending out a quarterly newsletter, put door-knockers on all houses/businesses around a current install, start doing direct mailings, put up a client-nurturing website, host an informational/educational-based security seminar (and turn yourself into a micro-celebrity in your market.)

Mr. Duffy and the Elephant…

One of my early mentors (Mr. Duffy) said to me, when I was scratching my head thinking I didn’t have the “bandwidth” to do a certain task he wanted me to do, “Bob, how do you eat an elephant?”  I said, “I don’t know, Mr. Duffy.”  And he said, “Son, it’s done one bite at a time.”

So getting started doing something is much better then doing nothing!

Have a wicked wild card weekend! Go Pats!!

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!**

Do you want to CRUSH IT in 2010…?

Did you know….The world’s largest snowflake was 15 inches tall, 7.9 inches thick and was found at Fort Keogh, Montana on January 28th 1887.

Did you know….The most snowfall within 24hrs in the U.S was 63 inches which occurred in Georgetown, Colorado on December 4th, 1913.

If you like things that are jam packed with value than I suggest that you get on-board and give my (Smokin’ Security Newsletter) a test drive this month, which is now read by security dealers and low voltage integrators in over 8 countries.

With this month’s issue I’ll be surprised if your mailman doesn’t have a hernia carrying it up to your mailbox, (let alone trying to fit it inside) cuz it’s overloaded with as much information as we could stuff into the envelope on how to “CRUSH” your competition in 2010.

This one of a kind business building newsletter teaches security entrepreneurs just like yourself on how to attract clientele that Pay, Stay, and Refer. The “Pay, Stay, Refer” philosophy is the Holy Grail of building a security business that works.

Link to Smokin’ Security Newsletter.

http://securitymarketingguru.com/security-marketing-products-and-services/the-smokin-security-newsletter/

In the  December issue of the Smokin’ Security Newsletter here’s what you’ll find:

* Discover how to create your own security video library that can attract up to 80,000 visitors per day.

* How to produce a stream of content (blog, podcast, videos) to educate your target audience and prospects will flock to you.

* Marvelous new insight on using your “personality” and creating a “brand” from it.

* The real reason why you have a blog for your security business.

* Learn how to turn your business card into a powerful selling tool.

* Why guaranteeing your security installs will attract more A-level clients.

* How to use testimonials on a business card.

* Uncover a secret on how to use your business card as frequent buyer program.

* Dumb mistakes your competition is doing right now that you can use it to an unfair advantage against them.

* The two (2) skill sets that you need to master in 2010 to be a Smokin’ success.

Plus I have two (2) very timely Special Reports only for Smokin’ Newsletter subscribers.

Link to Smokin Security Newsletter.

http://securitymarketingguru.com/security-marketing-products-and-services/the-smokin-security-newsletter/

Special Report #1

* “7 Simple & Easy Steps to Doubling Your Security Installations, and Getting Paid Lickety Split in 2010.

* Best way to delay paying your vendors.

* Best way to reduce day to day expenses.

* Power of collecting your money like Tony Soprano.

Special Report # 2

* “Five (5) Security Marketing Skills To Master in 2010 and Beyond”

* Very first thing you should do when you get to your hotel room when your on vacation

* How to get out of the apples to apples comparison.

* How to play prospect on your competition.

* How to overcome skepticism.

…..I’m still not done with you. There are more Christmas gifts coming from me because we way OVER deliver.

Decembers Audio Success CD

A World Famous copy writer joins me on the call, he routinely charges upwards of $60,000 to create custom marketing plans and consult with clients. Here are some of the talking a points from the call…

* Why should communicating more with your client base

* A brain dead strategy for creating a referral system with everybody in town.

* Should you or shouldn’t you, use fear in your marketing. (You have GOT to hear what he says about this one!)

* What your competition wouldn’t even think about doing or guaranteeing.

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!**

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!**

What’s Easier to sell a $99 or $5,000 Security System…?

A Breakdown of Selling B2B vs. Selling B2C

I just walked in the door from Belsito’s Deli – my favorite spot in Worcester for “grindah.”  Kenny, the owner, makes a mean meatball & hot Italian sausage with American cheese grinder (pronounced grindah – aka: hogie, hero, sub, po-boy, hero).

I could have gone to one of those big national sub shops…it would have been cheaper, but not nearly as delicious as old Kenny’s meatball & sausage grinder.

While I was at Belsito’s, I saw an electrical contractor that I hadn’t seen in years.  I asked him, “How’s business?” He said, “It’s TERRIBLE!” I asked nonchalantly who’s responsible for the “TERRIBLE” situation…you should have seen the look on his face!

So I guess now’s a better time than ever to segway in to a good topic for today’s security marketing email.

Wanna Be Dead Broke? Then Maybe You Shouldn’t Sell Cheap.

The Psychology of Selling B2B vs. B2C…

There’s a common misconception among security dealers that selling an inexpensive, cheapo security system is easier than selling an expensive, high-end system. Wrong – O, Daddy – O…

Many security dealers think selling a security system for $99 dollars is easier then selling a system for $5,000.00.

Let’s take a peek at this myth and uncover an interesting psychology about the B2B (Business to Business) crowd vs. the B2C (Business to Consumer) crowd. At first glance, you’d think that the $99 decision would be easier then a $5,000.00 decision. But is that really the case…?

A business owner looking to make a $5,000.00 decision knows his budget constraints, knows the value of $5K in terms of R.O.I, and the time value of $5K. Conversely, the person making the $99 decisions has a whole host of decisions vying for his money, like food, rent, gas, going to the movies, and buying a pack of butt’s. So that $99 decision is not really any easy choice after all.

In the gist of it all, the $99 purchase has 100 times more competition then the $5K purchase decision.

You see one decision is purely business, and the other is discretionary income. I would much rather appeal to a business owner’s logic for securing his company, then vying for the discretionary income of an apartment dweller with a low credit score.

This is just purely my thinking on this one…  Would you rather sell to a market that is full of real competition and is competing on price OR a market where your competing on the value of the offer?

What I’ve noticed is that consumers faced with fuel prices, higher taxes, the threat of job loss, and can’t buy that $5dollar cup of coffee at Starbucks are disconnecting there monitoring accounts.  If you had a small business based on the luxury coffee trend, you’d be out of business by now.

This is what has happened, case in point, with the closing of 600 Starbucks cafes.

This is how quickly things can change when dealing with consumers and discretionary purchases. Consumers, when faced with a choice, may choose to disconnect there security monitoring.

Instead of chasing down every low credit score person who is barely holding on to there mortgage payments, consider finding businesses and business owners who need and want, and can afford your security services, or people with better credit scores if that’s your market.

Note to self:
The business battlefield conditions are dynamic, but this principle for increasing your personal income is etched in stone:

To improve your income, improve yourself.

And that’s a wrap Jack!

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!**

Do Yellow Page Ads Work?

Hi Bob,

“Is it worth while to have a yellow page ad? I’ve tried various size ads but haven’t had much success. I have a good site www.xxxxxxxxxx.com that pulls in some good leads. What do you recommend?” Thanks Ross

Howdy Ross,

Believe it or not, there are still a lot of people that are using the yellow pages to meet their needs.  Not everybody is on the internet today searching Google and Yahoo.  Nor are all your prospects reading your Facebook post right when they’re ready to install a biometric security system or a high-end residential security system. It certainly would be a glorious world if we could get all our prospects and customers to follow all our tweets and facebook updates…wouldn’t it?

Al Gore…

Where did security dealers advertise they’re security services before Al Gore invented the internet? Why the good old fashioned yellow pages, of course. There’s still a need for a Y.P. ad today cuz not all your prospects are going online to search you out. Besides, you shouldn’t rely on only one method to drive traffic to your security business.

Ross, I’m not sure you what your Y.P. ad generates for you in a year, but….

If your spending anywhere between $30-$3000 per month on Y.P. advertising and it’s bringing home the bacon – at least enough to justify it (at a 2:1 ROI or better?) why would you fire this sales rep (your Y.P. Ad) that’s bring you in new security installations?  Make sure you do the math, first and foremost before you react.

Also, you need to check out your Y.P. ad? Is it compelling enough to make someone pick up the phone and call you?  Do you do differentiate yourself from the other installers that are advertising next to you?

Here’s a simple exercise:  Put yourself in your prospects’ shoes and ask yourself, why would I choose Ross’s security company over all the others to call?  The answer must be your USP (unique selling proposition) which is your all powerful tool for driving sales into your shop instead of your competitions! Does your Y.P ad reflect your USP? Do you have a USP? Very Important!

While I looove the internet, I wouldn’t rely just on one online method, like Facebook, to market my security services…even though it’s free.  And I certainly wouldn’t conduct all my marketing efforts online, either.  I do a combo of online and offline (website, pay per clicks, SEOs, Facebook, Twitter, banner ads, back links, direct mailings, Y.P. ads, clients newsletters, trade shows, etc, etc, etc…)  Is your demographic actually looking for security systems on Facebook?

A Dime – Piece…

It’s too bad that you were not on my e-mail list a few months ago, when we held our National Yellow Page Ad Contest where dealers around the country had the opportunity to send in their yellow page ads to a win a free ad makeover. The ad we did for the winner will be on display this month in the October issue of the Smokin’ Security Newsletter.

Acres of  Diamonds Teleseminar

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.

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
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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!

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!**

Smokin Security Newsletter July 2009

If you are already a “Smokin’ Security Newsletter” subscriber, then I want to give you a sneak preview of what’s inside of this month issue. This is the only newsletter of its kind on the Planet Earth, dedicated to Security Dealers & Integrators and the Low-Voltage System Installers, teaching you the nuts and bolts of how to market your “ASSets” (Security Business). Every Smokin’ Security Newsletter is chock-full of ready-to-use, live marketing examples that will generate a stampede of new clients to your door steps, and loaded with “insider” information. Here’s what you will be receiving shortly in your mailbox that’s inside the Smokin’ Security Newsletter.

There are only 5 Hrs left to get your hands on the “FREE” offer for July’s Smokin’ Security Newsletter. Inside you’ll discover:

* How to create 2 step lead generation advertising if you’re selling big ticket electronic security systems.

* A referral generator handout that you can use to send out  to your client base to create a tsunami of referrals.

* The how and why, you should give away a free service call to sell a $6,000 electronic security system.

* The ugly truth about money?

* Are you creating the future you and your family deserve.

* The #1 asset within your business for selling?

* An inbound telephone script that you can use to upsell your clients and prospects more electronic security services.

* Along with this month’s Audio Success CD interview with one of the nations top security experts on the subject –“ How to secure home your against the most hardened criminals”

All this and more inside this month’s Smokin’ Security Newsletter.

Free test drive of the current issue + 2 back issues + 4 audio success CDs + 8 bonus gifts worth $2,481.50, all yours.

P.S. Make sure you watch the 4 videos of me showing you all free bonus gifts you’ll receive for becoming a subscriber.

P.S.S Discover why it’s now being read in over 8 countries world-wide, and test-drive it today for one FREE.

Bob Maunsell
Former Sgt U.S. Air Force

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

Now Go Smoke Your Competition!

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

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

Join My Security Marketing Group On Facebook
http://www.securitymarketingguru.com/category/bobs-facebook

Follow Me On twitter
http://www.twitter.com/bobmaunsell

**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!**

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
http://www.securitymarketingguru.com/category/bobs-facebook

Follow Me On twitter
http://www.twitter.com/bobmaunsell

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

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