;

Alder Responds to Inside Edition’s Sales Scam Report; Believes ADT Contributed to Segment

SSI received a response from Alder’s general counsel, who says the report about alleged deceptive sales practices is misleading.

Residential security provider Alder of Orem, Utah, provided SSI a response to a story it posted about an investigative report by television newsmagazine Inside Edition that includes covert video of one of its representatives deceiving unwitting alarm customers.

In the report that aired last week, undercover video shows an Alder salesman canvassing a neighborhood in Louisville, Ky. At one residence, the salesman begins by saying he was there to replace the homeowner’s old ADT signs. At another residence he refers to himself as a representative of General Electric, saying they manufacture the alarm equipment.

Inside Edition reported that some homeowners who switched from ADT to Alder ended up receiving two bills, while others failed to realize their alarm equipment was switched from ADT to Alder until a bill arrived.

In an email to SSI, Alder General Counsel Adam Christian wrote he is “often tasked with responding to media reports.” Christian referred to the story as “biased and factually inaccurate.”

Alder, Christian said, questions the timing of the story and believes it was designed to deflect attention away from the recent trademark infringement dispute with ADT.

“In February 2015, ADT sued Alder for alleged deceptive sales practices, and after the jury heard all the facts, Alder won on all counts. In February 2016, the Eleventh Circuit Court of Appeals validated the jury’s conclusion that Alder’s representatives used ethical sales practices,” he wrote.

Following is the response provided to SSI by Alder, formerly Alarm Protection Technology (APT):

 

Alder successfully serves and protects its tens of thousands of customers and has been doing so for nearly a decade.  Its vision is to provide customers with the highest quality security, life safety and home automation products that gives them the freedom to live their lives with confidence.  Alder’s significant year-over-year growth is attributable to its high level of customer satisfaction. Alder trains its sales personnel to employ the highest ethical and compliance standards.

With Alder’s over eighty thousand customers, a recognized consumer complaint business has received less than 60 unsubstantiated complaints related to advertising and sales practices (equal to one complaint for each 1,500 customers, or a 99.9% customer satisfaction ratio)-100% of which have been resolved.

Inside Edition recently aired a biased and factually inaccurate story that purports to “expose” an Alder sales representative engaging in deceptive sales practices.  In February 2015, ADT sued Alder for alleged deceptive sales practices, and after the jury heard all the facts, Alder won on all counts.  In February 2016, the Eleventh Circuit Court of Appeals validated the jury’s conclusion that Alder’s representatives used ethical sales practices.

Alder believes the timing of Inside Edition’s inaccurate and misleading claims is no coincidence as we believe ADT contributed to the story.  The story was designed to deflect attention away from ADT’s loss and a poor attempt to bully the American business owner to stifle competition.

About the Author

Contact:

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.

Security Is Our Business, Too

For professionals who recommend, buy and install all types of electronic security equipment, a free subscription to Security Sales & Integration is like having a consultant on call. You’ll find an ideal balance of technology and business coverage, with installation tips and techniques for products and updates on how to add sales to your bottom line.

A free subscription to the #1 resource for the residential and commercial security industry will prove to be invaluable. Subscribe today!


Get Our Newsletters