Let's start by reviewing a few of the points covered in the last lesson.
A feature of your system is something that will build confidence and value in your system.
The benefit of that feature will build emotional desire for your system, and answer the question, "What's in it for me?"
There is an old rule in selling that states: Show and tell, when you stop showing and start telling, you stop selling!
The more features that you show the customer, the more confidence they will have in you as a professional. The more benefits that you tell them about, the more emotional desire they will have to buy your system and the perceived value of the system will increase.
Never move on to the next feature until you make sure that the potential customer fully understands this feature, and the benefit to them.
The next part of the presentation would be to custom design their system. This is done by examining all areas that will need to be protected (take notes, and free-hand sketch the building). This is a perfect time to listen to the potential customer to establish their main concerns (hot buttons). Look at every area of the residence or business. In each of these areas, give as many general ideas as possible on how the area can be protected. Also, use examples (or pictures) from other systems where the same type of protection was installed. Sketch the areas, and make notes. This continues to build confidence (peace-of-mind).
After you have surveyed the inside of the building, then go check the outside perimeter. Your potential customer is depending on you to be their "security specialist", and as such, there are many other things that you may be able to bring to their attention, such as:
Point out every window or door which is hidden from view from the street or the neighbors, because of plants, trees or a fence. These would be perfect points-of-entry. (NOTE: Up to now these areas may not have been a concern; however, this would give justification to have interior protection added to these areas because of their vulnerability.)
A ladder left in the back yard or beside the house (or business), which would give a burglar access to a window, the second floor or the roof.
A large tree with the limbs so close to the structure that it could be climbed and would give a burglar access to the second floor or roof.
Bricks, milk crates or other objects lying around readily available to use to break out a window or door, etc.
This service also shows that you care about their safety, and you know what you are doing. This helps to build that important "peace of mind" feeling, and will increase their confidence in you and your system.
(Nothing more will be written about the design of your alarm system. Why? Because you are the expert in this matter. I have never designed or installed one! CSSS does not compete against our customers: You install it, and we will monitor it.)
If the customer has given indications that they are ready to immediately sign a contract, then I would sit down with the customer and get the contract signed. This indication might be:
Asking you how quickly the system can be installed, or
Telling you that there is a deadline for the installation (e.g. vacation, business trip, etc.), or
Asking you if you take a credit card or check for payment.
This can happen, and if it does, the presentation should be stopped at that time. Always close the sale when the customer is ready to buy. A mistake that is often made is trying to continue to presentation past that point, and in some cases, at the end of the presentation the customer has lost their enthusiasm and wants to think about it. That is called "selling it to the customer and buying it back". The purpose of the presentation is to convince the customer to buy. When the customer is convinced, CLOSE THE SALE!
In most cases, this will not happen at this point. You may be one of many companies that were called to make a presentation. If so, I would make an appointment to return in a day or two.
It is also good to get a verbal commitment (promise) from the potential customer that they will not make any decision until you have had a chance to present your proposal. This is protection against a "high pressure" or "low-baller" salesperson from getting the sale.
PRESENTING YOUR PROPOSALS
I would recommend that you have three plans to present to your potential customer. Your proposal should be in a binder with your company logo on the front. The proposal should be done on a word processing program, and printed out on a laser printer. Each proposal should have a one-line diagram of the premises, with all detectors indicated (with their coverage). If you do not have this capability, then find a business center that has these services available. The potential customer is still judging you by what they see, and how they feel after they have seen it. You may have presented yourself as a professional who can do a quality job, but if you hand them a hand written proposal, with a freehand drawing, their confidence may diminish. Why? Because, professionalism is expected in every phase of the presentation and through to the completion of the installation. Also, if you have to leave the proposal and it is compared to others, the non-professional ones will probably be immediately eliminated because they appear to be at a lower standard than the others. The most expensive proposal should be given first, as it has the most protection (including the long range radio options). Make sure that each proposal is completely understood before going on to the next one. If each device is thoroughly understood (both purpose and coverage), the potential customer will be more reluctant to delete items as the proposals get simpler and less expensive. Make sure to relate each area covered to the customer's concerns (hot buttons)! Everything that you have done both in your presentation and system design should clearly answer the question, "What's in it for me?"
