Selling Security Systems Like a Pro

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Lou Sepulveda. Selling Security Systems Like a Pro

Foreword

1. Are Salespeople Born or Made?

2. Establishing Income Goals

3. Establishing Daily, Weekly & Monthly Goals

4. Prospecting: Lead Development

The 15 + 15 + 15 rule

Cold-Calling

Flyers

Referrals

Bird Dogs

5. The Secrets of Door-to-Door Selling

Secret #1: Free Gifts

Secret #2: Hard-Closing

Secret #3: Skim the Cream

Secret # 4: Planned Presentations

Secret #5: Letting the Manager Pick the Location

Secret #6: Managerial Motivation

Secret #7: Assistance from Management

Secret #8: Close-of-the-Day Meeting

Secret #9: The Morning After

Secret #10: Door-Knocking Scripts

Secret #11: Get the Dogs Barking!

Secret #12: Selling by the Numbers

6. The Formula For Selling

7. The Six Step Sales Plan. Ingredient number 1 – Sell Yourself –

Ingredient 2 – Sell Your Company

Ingredient 3 – Develop Need – Uncover the Problem

Ingredient 4 – Sell the Solution

Ingredient 5 – Sell the Investment – Build Perceived Value

Ingredient 6 – Close the Sale - Ask for the Order

8. Selling the Security (Walk-through) Survey

9. The Buying Thermometer: Perceived Value Versus Sales Price

Feature, Function, and Value

10. The Definition of a Sales Close

Trust

11. The Alternate-Choice, Minor-Point Question

12. Handling Objections

How to Answer Objections – Eight Steps

Step 1: Listen Intently

Step 2: Pause

Step 3: Empathize

Examples of Empathy Statements

Step 4: Repeat the Objection, Changing It Slightly

Step 5: Isolate the Objection

Step 6: Answer the Objection

The Five Minute Close:

Step 7: Qualify Your Answer

Examples of Qualifying Questions

Step 8: Ask for the Order Again, Using an Alternate-Choice, Minor-Point Question

The Closing Question

13. Twelve Powerful Security Closes. The 5 Minute Close – Think about it

The Is It Close (If they say five minutes is not enough)

The Manufacturer’s Close – Price too high

The Reduce to the Ridiculous Close - (This is another way to answer a price objection)

The Parachute Close – When there is a large price difference

The Puppy Dog Close – Objection – Not sure, Shop around, Think about it

The Mortgage Insurance Close – We’ve lived here 25 years, never had a problem

The Good Dog Close –

The Bubba Gun Close-

The Ben Franklin Close –

The Third Party Close –

14. Why Aren’t All Salespeople Number One?

The Pain Road - Phone Prospecting

Asking for the Order

Soliciting Referrals

Working with or Soliciting Bird Dogs

Cold-Calling Prospects

Planned Presentations

Studying – Reading – Listening to Sales Education and/or Motivation CDs

15. The Secret Sales Career Ending Saboteur that Lurks Beneath the Surface

Call Reluctance Case Studies

Case Study #1: Bill

Case Study #2: Suzy

Case Study #3: Manny

Case Study #4: Jim

Case Study #5: Becky

Case Study #6: Mel

16. Epilogue

Suggested Books to Read

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Introducing Lou Sepulveda C.P.P.

If you are a new or veteran salesperson in the security business, before listening to and following anyone’s advice you should first determine how credible the person dishing out the advice is. What does he really know about selling in the security business? What practical and real-life experience does he bring to the table? Has he “been there, done that, and earned the tee shirt?” Has he sold security systems “belly-to-belly” to residential, commercial and industrial clients? So with those questions in mind, let me tell you about my security industry experience.

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We had two clear choices: move on to the next door and hope we’d catch the people at home on a return visit to the neighborhood, or leave something behind to indicate we were there and hope we’d get a call from the homeowner asking us to come back. It seemed like a waste of energy to leave without leaving something behind, taking even a remote shot at making a sale, so we decided to develop a flyer to leave at the door.

The early choice, considering we were a big company with lots of resources, was to have marketing design a classy door hanger/flyer complete with great artwork, pictures, and professionally written copy in multicolor, all designed to grab attention and promote a response. The resulting door hanger was very nice—even potentially award-winning if we had entered it in a marketing contest—but it didn’t work.

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