A new sales representative made home security a big question in our security sales and marketing, the other day. He is a former salesman selling vacuum cleaners door to door for 20 years and is now entering the security business. He wants out of its market area and door to door, and was looking ideas on an effective approach.

Now, most security professionals shudder to think sales prospecting door to door. Needless be a lot of doors in his face to send more back to the cafeteria to lick their wounds. But in this, the good old door strike can produce a large number opportunities in a short period of time.

A few security vendors swear by the success (not the door) hitting, and use it to get in front of customers potential of each day. How do they do? By turning these otherwise "cold" calls into "hot" calls. And the best way to do is to hire its existing customers to help.

Use your current home insurance customers as partners

Unless you are a start-up, your company has customers in the neighborhoods you want to view in. If so, make appointments with them first. Perform any services for them (for example, update their emergency contacts, make sure you know how to do a system test, etc.), then do a security audit of your home (doors, locks, lighting, etc..) Of course, remember that these views of clients can produce additional sales themselves.

Next ask him recommend to your neighbors so they can carry out security audits for them. (The best thing is that their customer call ahead.) His opening line is then: "Hello, Ms. Smith, my name is Greg Rankin. I'm a security consultant for the door next to Johnson. I provide free security audits at home for my clients and friends and neighbors. The Johnson has so much value from their audit they wanted you to have one too. Is this a good time, or Wednesday night will be better for you? "

Targets of opportunity

After taking advantage of customers, look for targets of opportunity. For example, neighborhoods are experiencing a wave of thefts or other crimes? Most people buy security systems after it was stolen or there has been crime in the area. These are the areas you want first goal. Studies show that homes protected by a security system are significantly less likely to be victims, and people in these areas need to protect themselves. So it's almost your responsibility to go out and talk to them. Â

Once again, the house audit safety is your in-Hello, my name is Greg Rankin with XYZ Security. "(Hand to an official-looking photo ID licenses, etc. as you are speaking.) "As you know, there have been a number of robberies in the area recently. So we're out audits of free home safety of residents. Would this be a good time for you, or Wednesday morning will be better? "

You should also talk to the staff local crime prevention in their area and for their acceptance. They are often willing to train on how to conduct an audit and provide information about patterns of crime in the area. If they really going to help residents safer, often get on board. Then you can put the name of CPO in his introduction. Very loud if you can configure it.

A Security Audit Open the door

Why not use the direct approach? "Hello, Mrs. Smith.'m Greg Rankin Security with XYZ and I'm not showing today's security systems. Are you interested?" Well, that can and does sometimes work. But the level of resistance is greater than the safety audit approach, which means it receives much less opportunity to open a dialog box. In fact, experience in the field shows that get in the door five times more often with an audit program.

Of course, a safety audit is a program education, part of which includes "educating" people about the security systems at home. This indirect approach eliminates the common barriers you will encounter load on a straight ahead, paving the way for sales.

For more information on this and other programs sales prospecting, join to us in the "Just for Sales Representatives" forum securitymarketing.com / Forum I will post a security audit form home soon, so be sure to look for if you're interested in using this program.

Greg Rankin is president of Security Marketing Resource, a company solely dedicated to helping organizations and sales professionals in the security industry reach their sales and marketing goals. He has been in the security industry for over 20 years, and during that time has helped hundreds of security companies maximize sales results and profitability.

In addition to boosting bottom-line results for his clients, Greg’s work has been recognized with numerous industry awards, including nine Securing America Awards (twice for best security dealer marketing and sales support program) and a SAMMY for best website. He is the author of SuperSelling: An Intensive Training Program for Security Sales Professionals and Marketing Magic for Residential Security Dealers. He is also a member of the faculty at a major university, teaching courses in sales management, marketing, public relations and professional development.

How Short Sales Work Part I