Smart Bomb Security Selling

As you probably know by now, I was a Sgt. in the U.S. Air Force back in the day, and for part of my enlistment, I was stationed at Ramstein Air Base in West Germany.  To give you a time-frame, I was stationed in Germany when U2 had just released “The Unforgettable Fire” album and I was sporting a full head of black hair…hahahaha…Yes, so you do remember the Regan 80’s. Back then, I  was in charge of  installing and maintaining high tech electronic security systems at Ramstein.

When we weren’t doing our Air Force specialty jobs, we would don heavy, claustrophobic chemical warfare suits, and performing RRR (Rapid Runway Repairs) training. If the runways were bombed, we would have to run out there, in our chemical suits, and lay down sheets of metal slabs over the holes and craters so that our birds could take off and land.

We were out on the runways for days on end (I’m not kidding you…these NATO exercises were no picnic.)  I’m lightly complaining here…I served in the military during the Cold War, which is nothing in comparison to what our brave young men and women are doing in the two wars that  we are currently fighting overseas in Iraq and Afghanistan.

I had a fascination with the bombs that were attached to the F-4 and the F-16 fighter jets. We used to protect those fancy multi-million dollar fighter jets, along with the payload of bombs that were attached, with a security product from South West Microwave. The product was an M.I.L. Pac 385 portable microwave transceiver (BTW these work well in the private sector and are a great way to protect mobile assets and VIP protection…for quick and temporary deployment for high security needs).

Dumb Bombs…

Before we dive into smart bombing, as it applies to security marketing, let’s first take a look back at how bombs were dropped from aircraft. From the latter half of World War II  (Big Band Music Era i.e. Glen Miller, Tony Dorsey, Louis Armstrong) up until the  late 80’s (The Hair Band Music Era i.e. Poison, White Snake, and Rat) we deployed unguided bombs that were basically dropped from a plane and fell to the ground without actively steering itself. A bomber might have to drop dozens or hundreds to take out a target effectively.  This tactic was what pilots often referred to as the “spray and pray” method that you hoped knocked out your intended target. As we know, these unguided bombs could land way off target, causing unwarranted collateral damage.

This is kinda like doing a mass mailer campaign to everyone that doesn’t give a hoot about your security services. I guess you could call that a dumb-mailer, not to hit the intended prospect with the right offer or message.

Smart Bombs

You see, the 1st generation bombs had no intelligence whatsoever. So what the military did to enhance their dumb bombs, was take an ordinary dumb-bomb and make some minor modifications…like add an on-board electronic system, a built in control system (on-board computer), and a set of adjustable flight fins.

The control system and adjustable fins give the bomb a way to steer itself as it glides through the air. While the bomb is “in flight,” the sensor system and control system track the designated target on the ground. The sensor system feeds the control system the relative position of the target, and the control system processes this information and figures out how the bomb should turn to steer toward the target. Now were talking!  We’re able to pinpoint the target and wipe it off the face of the earth!

Zeroing In…

Don’t you think you and your sales reps (if you have them) would be able to sleep better at night it you were able to smart-bomb all your top prospects…the ones that need and want your security services?  Instead of deploying tactics and strategies that are dumb-bomb in nature?  You do want a bevy of hot prospect lined up to do business with you, don’t yah? just think…you could take off from work, for a solid week or two vacation, knowing the sales funnel was always filled with qualified leads willing to pay for your security services.

It’s simple if you have the right tools.  For example, a free report or video that gets the prospect to respond.  I have a targeted, killer free report,  “21 Ways To Cat Burglar Proof Your Home (TM)” that I give to home owners that request it.  It’s a neat, shocking, little report detailing all the ins and outs on how to secure your home from cat burglars and thieves.  I also have another free, kick-ass report – that gets my phone ringing off the hook from smalls business owners looking to protect their assets – called “How to Steal Your Boss Blind” (TM).  These are just a couple examples of smart-bomb lead generation reports that I’ve written, over the years, that keep my sales funnel full with highly qualified leads.

It’s important to make sure your security marketing pieces essentially convey (I said CONVEY, not SAY) that you’re the “Mac-Daddy” (i.e. the best security installer around)…that you’re sharp enough, and that your clients love you.  If your marketing doesn’t convey this stuff…don’t cha think your leaving something out…like money on the table?

If you’ve properly conveyed all these things to your targeted prospects, then their search has come to an end because….you’re their security MAN!  You’re the one that can secure and protect them from all the creeps, crackheads, wackos, and dishonest employees that are trying to steal every thin dime from their bank account!

Basic Military Training…

I want to leave you off with a great tune from my basic training days down in Lackland AFB, San Antonio, TX.  Squadron 3707 Flight 687  – July,1981

Everywhere We Go

Everywhere we go
People wanna know
Who we are
So we tell them
We’re not the Army
Ground-pounding Army

We’re not the Navy
Deck-swabbing Navy

We’re not the Marine Corps
Jarhead Marine Corps

We’re not the Coast Guard
Lazy, lazy Coast Guard
We are the Air Force
Mighty, mighty Air Force

Have a good one!

Bob Maunsell
Former Sgt U.S. Air Force

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

Now Go Smoke Your Competition!

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The Security Marketing Game Your In, As It Pertains To Baseball…!

I’m  soooo glad the start of Red Sox baseball season is just about here with the whole crew here at Security Marketing guru are “WICKED” big Bosox fanatics.

So I gonna keep this blog post nine innings today ( no extra inning marathon),  just sweet swinging, line-drive hitting … Hope you enjoy it!

I want you  all to concentrate and digest these  Security Marketing Knuckle balls I’m gonna throw your way, Here’s the wind and here comes the pitch, and I hope you hit it out of the ball park cuz, I’m rooting for your team (Your Security Business) to be a Grand Slam!

1.  You are not a maker of security products, you are a marketer of security products.  The money’s not in the making, it’s in the marketing (Always will be)!

2.  You are not a marketer of security product information– Nobody cares about that anyway.  You are a marketer of what people really want:  problem-solving security information.  Make sure your marketing message is geared toward solving security problems.

3.  Your a security marketing and sales machine first and foremost, and a security installation company second, without the phone ringing off the hook there will be no need for security installation techs.

4.  Just imagine the “MONEY GAME” you would be in if you just concentrated on  marketing your security company, just  one (1) uninterrupted hour per day, your growth would be phenomenal, that’s an extra 365 hours per year dedicated to making your security business the hottest game in town.

5.  The security dealer who builds the best security marketing mouse trap always clamps down more sales, and  more sales mean more income, more income means more money.  More money so  that you can take your family on a luxury vacation, or pay off some debt, or buy a piece of  rental property as another investment strategy.

6. Have you called up your best clients to and just say THANK YOU, and told them how much you appreciate them…? And ask them where else can I find a great client like you…Hehehehe….Trust me it works. I’ve done this countless times to find the cream clientele. I’m not a “POSER”… I practice what I preach…

7.  Don’t be a MOOCH in your acquisition of knowledge that can make you a shining success in your field!

8.  What did you learn about  your competition today that will give you a leg up on them in the bidding process…?

9. School is never out for the Security Marketing Pro.

There you have 9 different variations of the brush back pitch, that will keep you competition from stepping into the batters box against you!.

Peace, Out!

Go Sox’s!

TTYS

Bob Maunsell

Security Marketing Guru World Wide!

P.S. The best is yet to be

13 Ways To Differentiate Your Security or Low-Voltage Business

To the untrained eye these look like regular old fake c**** cigars but…
to the trained eye….. they are the real deal baby.

How Can I Differentiate My Security Company  from the other  20,000 Security Dealers out There…?

I just sat down to write this weeks “Smack Down” and I caught myself looking out the window at the major Nor’easter that’s moving in over Central Massachusetts.  It’s predicted to drop about 13” of white fluffy snow on my front lawn…just as I could start to see my lawn again after the 68” we had dumped on it this winter!

I like that quote the weather persons always say, “March comes in like a lion and goes out like a lamb.” I’m gonna give you some lion advice, so you can be King of the Security Jungle, and you won’t be perceived as a little old lamb in your security sales presentations.

Seeing as though we’re gonna get pounded with 13” of snow, I’m going to give you 13 sure-fire ways to differentiate yourself from your competition (that are not product dependent). This is the type of information the security trade magazines won’t dare talk about. Because what do they care as long as your buying thee products they advertise!

Most security dealers and security sales reps operate under the assumption that because they sell or install a certain security product/brand it is a sufficient way to differentiate themselves in the eyes of their potential clients. I can’t think of anything the further from the truth and you’re leaving HUGE $$$’s on the table thinking this way! Let me explain this to you…

When you take one of your company service vehicles to one of those “Big Name” oil, lube and filter quick stops, do you honestly care if the grease monkey who’s doing the oil change on your vehicle installs a FRAM, ACDelco, WIX, NAPA or Purolator oil filter as long as the product performs its job for your engine?  Honestly, are you going to loose sleep over which filter the grease monkey installs? I would bet your going to forget all about it within 12-36 hours after he installs it.

Pretty much every oil filter manufacturer claims their filters operate at  99.9% efficiency mean. So theoretically 99.9% of all the contaminants that pass through the oil filter are captured in the media, saving your engine from damage. All the oil filter manufactures make this claim. This is a COMMODITY item and there isn’t much to differentiate its image considering the amount of manufactures selling the same widget.

The same can be said about security manufactures. They all make the same claims about their products.  Like images per second (IPS) of the DVR, or the “toast proof” rating of a smoke detector. How about the response time of a motion detector?

In today’s economy, you’re dead wrong in thinking that your security equipment standing by itself will sell the job by itself.  I’ll make a confident bet that you’ll be driving back to the office from a presentation without a signed contract for the job, it that is your strategy.

Here we go…I’m going to give you 13 ways to differentiate yourself from your competition. The conceptual first step in differentiating yourself is moving away from thinking it depends on the security equipment you install.

1- You differentiate your security company or low voltage installation business by the security marketing material you hand out when you arrive at your new security prospect’s home or office.

2- You differentiate your security company or low voltage installation business by the quality of the questions you ask when doing your security audit.

3- You differentiate your security company or low voltage installation business by the new security ideas you bring to the table and your effectiveness in communicating these ideas to your new security prospect.

4-You differentiate your security company or low voltage installation business by being more prepared than any other security company.

5-You differentiate your security company or low voltage installation business by applying new exciting and exotic ideas for securing their home or office.

6-You differentiate your security company or low voltage installation business by having more killer testimonials than any other security or low-voltage guy.

7-You differentiate your security company or low voltage installation business by having a USP (Unique Selling Proposition) that literally stumps the competition at the front door.

8-You differentiate your security company or low voltage installation business by doing what you said you were going to do in the first place.

9-You differentiate your security company or low voltage installation business by becoming an education-based security entrepreneur, consistently educating your client base.

10-You differentiate your security company or low voltage installation business by having a risk free 100% money back gua-ran-tee, if they’re not happy with your security services, and you will kindly refund the money with a smile.

11-You differentiate your security company or low voltage installation business by how you follow up with your new security clients after the installation.

12-You differentiate your security company or low voltage installation business by sending out a monthly security newsletter to all your clients, prospects and friends.

13-You differentiate your security company or low voltage installation business by having free reports to pre-sell your security services before you even show up!

The reality is all security products are essentially the same.
The reality is most security companies are perceived the same.
And, last but not least, most security sales reps are perceived as the same.

If you want to be perceived as different then just another ham and egger, you might want to start thinking about implementing these 13 strategies ASAP!

Hey, I gotta go…time to take the kids sledding!

Bob Maunsell

Security Marketing Guru