How Allied Fire & Security Won the 2017 SAMMY Award for Best Sales Brochure

Allied Fire & Security invested over $1,000 to design its enterprise sales brochure.

For the past few years, Allied Fire & Security has focused its marketing efforts on meeting business goals and assisting salespeople in maximizing revenue.

As a key factor, its sales brochure/quote packets were designed to increase upsells of other security products that customers may not associate Allied with.

The company customized a specific brochure for each of its primary verticals: enterprise solutions, small business and residential.

Allied’s SAMMY Award-winning enterprise brochure comprises 11 pages, featuring ample white space, an economical use of text and photography.

Licensed stock images were purchased for the brochure, along with product images provided by vendors.

In some cases, the company’s graphic designer modified manufacturer images with the Allied logo as permitted by white label agreements.

The cost for creating the design was approximately $1,100; printing, about $11 per brochure.

The brochures are helping Allied salespeople overcome the predicament of overloading customers with too much information about the broad range of security products and services offered by the company, explains Desiree Bryant, director of marketing & e-commerce.

“While the salesperson is focused on what the customer is interested at the time of the sale, they do not want to overwhelm the customer with all of the other products and services we offer unless it seemed to be an immediate need because there would be risk of losing the sale or prolonging the sales cycle,” she says.

Many customers have stated they had no idea Allied offered lock services or safes, for example, long after they had made a purchase from the company.

So, with the help of branch operations managers, they found the best way to inform the customer was to leave them information with their quote.

In her experience, Bryant has determined that customers have the tendency to throw away a typical brochure, but would likely keep pocket-sized collateral as reference.

When a customer does call to order more products or services, a lead source is entered into the system and the sales are calculated from that entry.

“I decided that a pocket brochure would be ideal so the salesperson could put the quote and attach a business card, and the customer would have something to keep and refer to with a place for all their paperwork,” she says.


2017 SAMMY Winners: Read up on the rest of this year’s SAMMY winners here.


About the Author

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Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for latimes.com. Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.

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