Sales Tips for Security & Fire Installers

Mike Lynksey worked for the NSI and SSAIB for over 20 years, in which time he witnessed countless terrible sales people in the industry. Are you one of them?

During my career, working for both the SSAIB and then for the NSI, I have heard the words “good engineer, terrible salesman” countless times — and, if I am honest, it once applied to me. So I started asking some questions, and the answers floored me with their simplicity.

Selling to the standard doesn’t work

Firstly, selling “exactly” to the European standards is a recipe for disaster. You have to admit, as a statement, that is a show stopper, especially from a man who has pressed the standards on other companies for 20 years.

For instance, in the standard CLC/TS 50131-7, which relates to intrusion systems, there are no less than 14 points that have to be included in the specification to comply with the standard. These 14 points are all technical items that the customer needs to be told. However, if you try to tell the customer during the survey, eyes will glaze over and you have lost the sale. So, tell the customer what he wants to know, then send him the technical specification later — but before you start the install.

Highlight your service levels

A domestic customer wants to be reassured that you are not going to gouge out his walls, forcing him to have new carpets and redecorate after fitting — so why do so few installers explain this to a potential customer? Put his mind at ease: Start by telling him that you carry your own vacuum cleaner; explain how he will not have to redecorate or get the carpet fitter in, and his house will be as good as new when you walk away.

For the commercial customer, explain that you will disrupt the office as little as possible and production will not have to stop. Testing and training will be done at the end of a working day to further minimize disruption.

Trust issues

If you are NSI or SSAIB you will have been through the vetting procedure. You can now tell your prospective customers that you are trustworthy to cross their threshold without them having to lock up their valuables. Why do installers get themselves vetted then never tell this to the customer — and then wonder why the customer has chosen an ex-convict with a smooth tongue?

Show your vetting certificate and challenge the customer to ask for a certificate from every other surveyor coming to quote.

Estimate on site

Do you walk away without giving a ballpark price for your system? It never ceases to amaze me how many installers say, “I will send you a quote” — and walk away, leaving the customer dazed and confused (to quote Led Zeppelin). You may as well say to the customer: “I’m just not interested. Give the job to the next guy.” It is a very good way to lose a sale.

If you are half the salesman you think you are you will have a good idea of the price before you have completed the survey, so why not give the customer a clue, a rough figure as a starting point? Then you can argue over the detail.

Ask the customer if the figure you started with is what she expected, get her talking (and listen very carefully). If there is a discrepancy between your figure and hers you now have an opportunity to justify your price or to argue and haggle. Many customers are not going to buy anything until they have haggled, so get used to it, go with the flow, and remember not to go in at your lowest figure. Give yourself room to let the customer talk you down to your original figure.

Talking to the customer makes you seem more human (which most of you, presumably, are) and she can quite get to like you. You know you are winning when she offers to put the kettle on!

Many a time the customer will give you the job there and then. Just make sure you send the full quote with all the requirements of CLC/TS 50131-7 Annex F before you start the job. Even if he or she doesn’t want to listen to the technical stuff, it is imperative that we follow the standard to cover our backs against misunderstanding.

Remember: If you are talking to the person who will be making the decision to buy, give him a price, let him ask questions, and if he doesn’t ask, prompt him:

• “Is the price what you though it would be?”
• “Have you thought about screening of installers?”
• “Have you thought about choosing an approved company?”
• “Have you thought about asking for recommendations or referrals?”

You can prompt a question for anything you can prove — just have your evidence ready.

The golden rule is to know when the customer has had enough. That is the time to shut up, drink your tea, and go. Selling is often not about how good a salesman you are — it’s all about capitalizing on your rivals’ mistakes.

This article was originally published on IFSEC Global in August 2013.