Unqualified ‘Authorized Dealers’ Are Giving Security a Black Eye

January 31, 2002 SSI Staff

After a hard day’s work, I like to unwind by turning on the TV and catching up on the latest world news. In between Afghanistan updates, I have noticed the commercial breaks sometimes include national alarm company ads, which, thankfully, have vastly improved from years gone by when fear tactics were deployed.

In particular, the ADT and Brinks’ ads are very good, especially the one that shows a man by a lake on a boat ramp who shouts, “I can finally go on vacation and relax! I can live life, on my terms!” National alarm companies spend millions of dollars to produce and run these kind of spots.

However, there is a type of advertising that is stronger, more believable and more memorable – and it cannot be bought. It is called positive word-of-mouth and it can only be earned by delivering the highest level of products and services. Conversely, negative word-of-mouth is much easier to obtain and extremely damaging to a business and its industry. The latter continues to be an unpleasant issue for the security industry.

Recently, while viewing the Los Angeles-area news, Fox TV did a 10-minute expose on how an independent, “Authorized ADT Dealer” failed to respond to a family’s request to stop the home alarm from falsely sounding. The station’s camera crew showed up at the alarm company’s door to get a response, but it was to no avail. The family’s husband was then interviewed and spoke in frustration about how he was unable to get any type of service. He also showed a false-alarm invoice in the amount of $680 owed to the L.A. Police Department. To make matters worse, the neighbors thought the husband was beating his wife in a domestic dispute because the police were always showing up!

The report concluded by saying that, while ADT would not comment, the company’s head office did pay the family’s fines. Meanwhile, the family is considering a $70,000 lawsuit.This type of “advertising” has a much stronger impact than any money can buy. And stories such as this appear across America practically daily on TV and in print. Then we wonder why consumers, police and media have a problem with the alarm industry.

Recently, I came across this ad: “FREE home security system for $29.99 a month for 24 months. FREE system includes: 10 door/window contacts; 1 pet-immune PIR; 1 keypad with panic; police/fire/medical and hostage code; master control unit; siren; backup battery; yard sign; decals; plus you OWN the equipment! Lifetime warranty! $500 theft protection insurance! FREE move! Insurance discounts! Plus if you call now, you’ll get 10 more contacts FREE!”

Sounds like a hell of a deal to me! However, it was from another independent, “national authorized dealer.” I can’t help but wonder who is going to have to back up this “free” deal when this contractor is out of business? Looks like another negative TV news story waiting in the wings.

It’s bad enough some systems are given away for free or next to nothing, and that fly-by-night dealers undermine the good name of electronic security, but the fact that it takes place in association with and under the umbrella of national alarm companies adds insult to the injury.

By no means am I condemning authorized dealer programs. I believe there are plenty of programs that provide a wealth of good benefits and support to qualified independent contractors. However, national alarm companies that provide these programs must institute and enforce firm, franchise-like guidelines. Doing so will provide system standardization, uniformity and quality, no matter who does the installation.

Independent dealers with questionable business practices cannot survive on their own. Let’s eradicate unprofessional behavior before its effects eradicate the public’s positive perception of the entire electronic security industry.

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