How to Make Sure You Don’t Undersell Your Security Company

An SSI Hall of Fame member explains how you may be selling your company short, as well as what to say when a prospective customer is contemplating a DIY security system.

The average alarm dealer in the United States has tons of experience that is often overlooked. If someone asked you how many years of experience you have, what would you say? 10, 15 years?

Take a look around your company. Odds are, your company as a whole has over 100 years of combined experience. The same can be said when asked how many systems you have installed.

These are just a few tips that industry veteran and SSI Hall of Famer Richard Ginsburg shares in his webcast titled, “You Are Not Only Selling Burglar Alarms Anymore: Competing in a New World of Consumer Technology.” In the webcast he details seven keys to succeeding in this market. The first key is having the capital to succeed.

The second key is don’t undersell yourself. Ginsburg also says you should also be focusing on your main area of expertise. Do a few things exceptionally well, not 10 things marginally well.

Have you ever heard the following statements?

  • “I can just do this myself with a DIY system for less money…”
  • “I will just monitor my system on phone…”
  • “A potential thief doesn’t care if its a DIY system or a professionally monitored system…”
  • “You just sell alarms. I want to be able to see who is at my front door, controls my lights and unlock my doors…”

How did you, or would you respond? Watch the video above for Ginsburg’s responses, as well as tips to ensure you don’t undersell your security company.

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