WHAT HAPPENS AFTER THE INSTALLATION?
You have a signed agreement, the new security system has been installed, the customer has been taught how to properly use their new security system, you have been paid in full and now it's "Miller time". You want to go back to the office, kick back and enjoy the fact that you have a new customer and more monthly revenue coming in . . . . WRONG!
You have just successfully converted a potential client into a customer, and at this point you have more credibility with this person that you will ever have again, so you use this opportunity to make a new sales representative. A personal recommendation from this person to a trusting friend is a more powerful persuasion than anything that you could ever do on a cold call.
When I was selling waterless cookware in the Navy, I would give the new customer a book on waterless cooking recipes that was valued at $35.00, if they would give me ten names of their friends I could contact. It worked great, because these referrals were from people who had bought the product and were excited about it. Most of the time, the customer had called their friends and relatives to tell them about the product before I had a chance to call, and in the majority of the time, the prospect was waiting for my call and was anxious for a demonstration. Some of the people did not want a demonstration and were only "bothered" by a polite telephone call; however, the majority did want to see it and I was closing 6 out of 10 demonstrations. That wasn't too bad for a $35.00 investment.
WHAT DO YOU DO FOR YOUR NEW CUSTOMER?
How much is an account worth to you? If you had to pay a commission to a salesperson, you might have to pay $100.00 to $300.00+ depending on the number of openings, type of equipment, number of keypads, etc. If you gave 1 or 2 months of free monitoring to your new customer for every referral which resulted in a sale, how much would that cost you? Obviously a lot less than a commission, and the leads would have the power of being personal referrals. If you don't want to give away monitoring, how about:
Gift certificates to a store that is sure to be useful (e.g.Home Depot, Walmart, Sears, Petco, Toys-R-Us, etc.), or
A gift certificate to a very good local restaurant, or
A gift certificates to a local theater or playhouse, or
A beautiful bouquet of flowers, or a box of candy, etc.
Whatever you give, it should be something that is useful, has a good value (not token) and will state clearly that you appreciate their referral. The gift (or free monitoring) would only be given for each new system installed. THE IMPORTANCE OF THIS CAN NOT BE OVEREMPHASIZED! This sales program will produce the following results:
The leads generated will give you the best likelihood of closing a sale.
The gift will be only on systems sold and installed, and is less than a sales commission.
Your customer is going to feel appreciated, which will build up a loyalty to you and your company. This is very important with all of the competition that is trying to get your customer's business.
Does this really work? Ask yourself! How would you feel about a company that was giving you a tangible reward for your referrals?
CONTINUING THE RELATIONSHIP
When does the relationship end? Hopefully never! Companies that loan money on your accounts, have found that the average length of time that a security system is active is approximately 7 years. If your customer moves within your area during that time, you have the potential of installing their new security system, and maintaining the old one with a new customer. HOWEVER, THAT IS DEPENDANT ON THEIR RELATIONSHIP WITH YOU, AND HOW THEY FEEL ABOUT YOU AND YOUR COMPANY.
It is essential that every contract has a provision to physically inspect the system at least every two years. This is necessary for the backup battery replacement, and gives you a chance to re-establish the relationship with a face-to-face meeting. At this time you could also present the customer with a gift, such as:
A simple bouquet of flowers (purchased from a local grocery store), with a card from your company that says, "Thank you for your business", or
A self defense device, such as a small canister of pepper spray for each member of the family, etc.
This will show that you are not only fulfilling the obligations of your contract, but that you also appreciate their business. Remember, there is nothing different between the way that your customer does business and the way you do. You do business with people who have proven their ability to do the job (trust), and people who have shown that they appreciate you and your business, and are ready to be of service to you anytime they are needed (confidence). That is why your customer will continue to do business with you.
I hope that this series has given you a new understanding of the sales process, and how to present features and benefits. According to one of our alarm companies, "The problem is that I know what to do, I just need someone to get me off my butt to do it". I cannot do that, but as a motivation I can provide the following basic sales program:
IF YOU NEED TO MAKE 4 SALES A MONTH, AND YOU CLOSE 2 OUT OF 10 PEOPLE THAT YOU PRESENT TO, AND YOU NEED TO TALK TO 5 PEOPLE TO FIND ONE THAT YOU CAN PRESENT TO, IT WORKS LIKE THIS:
100 PEOPLE TALKED TO = 20 PRESENTATIONS = 4 SALES
DO THE MATH!, AND JUST GO OUT AND DO IT!
If you follow this program for two months, you will be amazed at what happens! You will find that you have to talk to less people to be able to make a presentation, and your closing rate will increase. Why? Experience! After you have given 40 presentations, your delivery will be more professional in your introduction and delivery, and by making more new sales, you will be more confident.
But, this only applies if you have a complete presentation, and you are able to properly point out the features (value) and benefits (desire) of your system.
One last suggestion: join a service club (e.g. Kiwanis International, Lions Club, Rotary Club, etc.). These clubs service the community, and consist of the best businesses in the city and community and often include local political leaders. Besides the good that these organizations do, it would establish you and your company with a new level of credibility and recognition, and open up a new market for referrals.
