How to Sell Alarm Systems

Consumers today are inundated with information and bombarded with marketing which makes it very difficult to make a lasting impression. Not all that long ago, it took a consumer 7 times of hearing your company name before they were able to “recall” it; now that number is nearing 20. Because of this proliferation of all of this data, many security sales professionals have started to believe their customers already have the knowledge they need to make decisions, so they short-change the selling process by skipping the educational piece of the equation (hoping for a quicker sale). This does NOT lead to a successful outcome.

Although the information is readily available to customers, without a professional to walk them through a comprehensive in home sales presentation, they are missing the true meaning of the information and how it applies SPECIFICALLY to them. To be successful in selling a high-quality system, your information and data must tell a story. Consumers long to hear valuable information when they don’t understand something, especially as it relates to new technology. But a description of new technology, without relating it back to the specific customer’s needs and desires, is of little use. Telling the full story presents the greatest opportunity for the dealers who are willing to take the time to explain what is available, what is possible, and WHY it will enhance the consumer’s life.

Every good selling story needs to contain three elements:

•What is it—the exact item you’re selling

•Why it works—and why it works better/faster/more thoroughly than other systems, and

•How it relates DIRECTLY back to the customer’s particular need and solves their particular problem.

Don’t shortchange your customer by leaving out any of those critical components.

Remembering that educating your customer by sharing the whole story is of great value for both new users AND for existing or experienced customers. Experienced users are often ready for an update, and there’s a danger in thinking they “already know” how the upgraded system will better solve their concern. Do not assume they know. Take the time to explain. This will put you ahead of the competition, especially when the competition is not offering a comprehensive solution.

Another often overlooked area in the selling cycle is to make sure you remember that your system solves more than today’s concerns, as it will also bring value in the future. So make sure you also cover:

Future Potential Home Buyers are more willing to spend a bit more for a safe and secure home:

Even if your customer is not preparing for a home sale in the near future, helping them understand the value a security system brings to a potential home buyer is a great motivator.

Likely Insurance Discounts:

Many insurance companies offer as much as a 20 percent discount on monthly premiums when a security system is installed. It’s important to ensure your customer understands the potential savings and you recommend they contact their insurance agent to find out what discounts apply to them.

Sometimes, sales professionals get so caught up in discussing the features and benefits of the system that they forget the most important aspect of a security system: peace of mind:

Remembering that your security system will help your customer feel safe and secure knowing their home is being monitored is the most important aspect of telling your sales story. Make sure you touch the hearts of your customers by helping them understand the true peace of mind that comes from purchasing your system.