In The News
After 2 decades in the alarm business I’ve learned that advertising and marketing doesn’t work. And, yes, I’ve learned the expensive way. Does “phone cold calling” work? How do you approach this relatively inexpensive marketing and is it worth a try? The Federal and State “DO NOT CALL” laws have strict rules and stiff fines but there are parameters that are allowed.
Your thoughts, please. Harvey C.
Thanks for the email and question about “cold calling.” It’s a marketing approach that many installers do not use much, but, if done properly, can yield good ROI. My friend, Will Patterson, from Demand Telemarketing, says you should get a minimum of one good qualified lead per every four hours of calling. Now, you’re probably thinking that’s a lot of calling for one little old lead. Well, not necessarily. The good news about the “Do Not Call” law is that businesses are exempt! So the qualified lead will be a business and we all know that a security sale to a business is much larger – monetarily – than a residential security sale. So, if you’re business sale average is $10,000 – $15,000 per sale, then the one lead per four hours is worth it. But, what you need to be good at is converting that lead into a security client for life!
I’m sorry you’ve had such bad luck with marketing and advertising. I did, too. I dealt with so many “marketing professionals” that, in the end, didn’t know squat on how to market to my security prospects and I wasted a whole lot of time and money finding this out! These pros don’t care if you make payroll, as long as they get their commission, they’ll sell you swamp land in the Florida Pan Handle to get it! But, it’s the reason why I decided to create and implement my own marketing programs so, I suppose, I owe the pros for that!
My suggestion to you is to do direct marketing campaigns and telemarketing campaigns to a highly targeted list. You need to be doing my “Smart Bomb Security Marketing.” No business should just rely on one marketing approach to get sales in the door. Harvey, you can’t be a one-trick pony – especially in this market!
If you’re apprehensive to start doing marketing and advertising again, then I suggest to you, like I did to Steve above, to take me up on my $1 offer and start getting solid marketing advice and strategies, specifically for the security market, on “ESP Style” marketing (Easy, Successful and Profitable). You certainly won’t be spending too much money to get it ($1, last I checked, wasn’t overly burdensome) and then you can decide for yourself!
For Telemarketing, I suggest you call my man Will – a rock ‘n roller from Detroit city – and he can get you going with security sales leads. Will is also the person I interviewed on my audio success CD, that’s include in this month’s Smokin’ Security Newsletter, so I suggest you order the $1 offer.
For more on Bob Maunsell’s marketing tips for the security industry, click here.