"This Security Sales Prospecting Method Never Works"

If you ever hear that from somebody, run for the hills. Why do I bring this up? Because I just read a blog post by a self-proclaimed security marketing "guru" who claims, in no uncertain terms, that neighborhood canvassing (aka, door knocking) doesn't work. Period. End of discussion. Hmmm... interesting. That should come as news to the many security sales reps who canvass with great success.

I know quite a few very successful security salespeople who really love canvassing. They enjoy getting out in their neighborhoods, walking around and engaging people. They have the kind of outgoing, gregarious personality that makes this approach work well for them. They don't want to sit in an office "dialing for dollars" or mailing out postcards. They thrive on belly-to-belly face time. They create sales this way day in and day out.

Now, I personally wouldn't choose door knocking as a prospecting method. Not because it doesn't work, but because it doesn't fit my own personality and temperament. So I'd go with another approach. One that I could get enthusiastic about and looked forward to doing every day, like a home security seminar program.

And that's my point. A prospecting method that works well for one salesperson will fail miserably for another. The key is to match what you enjoy doing with your prospecting method(s) of choice. If you enjoy what you're doing, that means you'll actually do it. You'll look forward to getting up every day and getting to work. You'll spend more time prospecting, and you'll get results.

Over my 20 plus years in the industry, I've worked with hundreds of security sales reps and seen countless effective prospecting approaches. So never, ever let anyone tell you something doesn't work. Or that you should be using a "one-size-fits-all" marketing program. (Especially if it's one they're trying to sell you.) The only thing that should sell you on is their own arrogance and ignorance.

Who Are You Calling a Fear Monger?

I read something today by someone in the security industry that really burned me up. I'm paraphrasing, but he was basically mouthing off about how security dealers give the industry a bad name by marketing in neighborhoods that have a had a string of burglaries or other crimes, like home invasions or rapes.

Are you kidding me? I'd like to paint this guy a little picture. Let's say you're in a horrible traffic accident and suffer major injuries. Lucky for you, there's an emergency room doctor in a car just behind. But wait. Instead of pulling over to help, you watch in disbelief as he drives on by, ignoring your bleeding body as it hangs out the windshield. What's he thinking? "Wow, that guy's pretty banged up. But I don't want to take advantage of his situation, so I'll just keep moving. Hope he'll be okay, poor sucker."

It's pretty clear what I'm getting at. If we truly believe that our products and services help keep people safe, why shouldn't we go into areas that are being victimized to let people know how we can help? When you think about, isn't it our responsibility? How is that fear mongering? These people are already afraid, and looking for ways to protect themselves and their families.

Yet for years I've heard people both inside and outside our industry beat up on security companies that have the gall to go out and talk with people in these situations. I was even ripped up by none other than the LA Times for admitting that yes, my company did indeed go into high crime areas to talk with homeowners about how to protect themselves with a security system. And many of them appreciated the information and ended up installing a system. Meaning they were safer than their neighbors. So what's wrong with that?

But these critics think we should keep the fact that we can help a big secret and "drive on by" so we don't offend anyone. People's homes might be ransacked and their families terrorized, but hey, at least we didn't step on any toes.