Traditional Marketing Program

Written by: Alarm Dealer

Concept:

Traditional marketing is an essential part of any business and marketing plan. The overall process is to set and appointment and then send a representative out to demonstrate the alarm system. This program is very successful generating add on sale revenues. Both hands need to be on this type of marketing due to the fixed overhead. To assist you, we have included financial guidelines that have worked for other alarm companies.

Steps:

1. Getting Leads
2. Hiring Telemarketers
3. Training Telemarketers
4. Telemarketing Scripts
5. Telemarketing Rebuttals
6. Sales presentation
7. Re-Working Appointments

Leads for telemarketing are one of the most important elements. For appointment setting here are some ideas. New homeowners lists, New business lists, New members to the BBB and other associations, Referral programs, Fundraising programs, Homeowner’s association member lists, Beacon Scored Leads, and Show entries.

Telemarketing starts long before the first call. First you must hire telemarketers. To hire any employee in a direct sales industry you must follow some basic guidelines to stay competitive. You must approach every employment ad campaign with the same mindset as any other marketing campaign.

Your not just placing a want ad, you are placing the first step in a complex marketing program. Here are a couple sample ad headings:

Appointment Setters Alarm Company Needs

CRIME PAYS! Appt Setters

$500 + wk $500+ wk

Now that we have our ad placed, we need to plan for the phone calls. Write a script that matches the ad content. It is important that everyone who may answer the phone follows the script to a "t".

Ring Ring….

ABC:

Thank you calling ABC Alarm company, how may I direct your call?

Caller:

Im calling about the ad in the paper.

ABC:

Great!, is it the appointment setting ad or the ???? ad.

Caller:

The appointment setting ad.

ABC:

Ok, can I get your name and phone number. Great, __________(repeat name) what we do is give away free home security systems. And we are expanding our marketing efforts so we need some more good people to help us grow. If you will hold for just a moment I will get the manager to speak to you.

ABC Manager:

Hi, _______(repeat name), Im glad you are calling, this new promotion of giving away our home security has been unbelievable. So, _________ (repeat name) tell me about your experience.

Caller:

Explains experience

ABC:

I have time today and tomorrow, which day is better for you to come in?

Caller:

Tomorrow.

ABC:

Is 10am or 2pm better.

Caller:

Picks time

ABC:

Please bring two forms of ID. Just as a note, when we hire a new employee, we usuall like them to start the next day.

END OF CALL>>

Sell the recruit on the company, the job, and starting the next day. If they don’t start the next day, the usually don’t show up.

INSERT TRAINING PROGRAM HERE

When telemarketing for appointments there are endless choices for scripts but in my experience, here are the 2 most consistent.

Hi, Mr/Mrs ___(last name)___, this is ___(your name)____ with ABC Alarm Company, here in ___(your city)____.

Mr/Mrs __(last name)___ the reason I am call is because we are offering a Free security and fire analysis of your home. We will offer tips on how to protect your home and family in the event of a burglary or fire.

We will also demonstrate for you our state of the art home burglar and fire and alarm system and show you how you can have it installed at NO COST!

Now, since there is no cost or obligation would __(Monday)___ or __(Tuesday)__ be better for us stop by and give you some tips to help protect your home and family?

Great, now I have __(11am)__ or __(5pm)__ which time is better for you?

Go to lead sheet and get information.

Ok, now my manager is going to come on the phone and confirm the information, Thank you for your business.

T.O. Script (done at the time the appointment is set)

Hi, Mr/Mrs __(last name)___ this is __(name)__, I am the manager here and I would like to confirm the information that ___(tmk’s name)__ has given to me.

Confirm Lead Sheet Info. On time, confirm it is good for both parties.

Now, Mr/Mrs, we will be coming out and giving you some tips on how to protect your home against fire and burglary. We will also be demonstrating for you our state of the art burglary and fire alarm system and we are going to show you how you can have it installed for FREE! I would like to give you a confirmation number, this number will ensure that we reserve a system for you and it locks in the time for you as well, the number is. (number)__. Great. We will see you at __(11am on Tuesday the 5^th)__. Thank you for your business.

Confirmation Script (done the day/night before the appointment)

Hi, Mr/Mrs __(last name)___ this is __(name)__, I am in the confirmation department over here at ABC Alarm Company, and the reason for my call is to confirm our meeting with you and __(spouses name)__ tomorrow at __(time)__ and to make sure we have the correct address. I show you are at __(address)____ is that correct? Great, and the time is still go for you and __(spouse)__.

Now, we will be coming out and giving you some tips on how to protect your home against fire and burglary. We will also be demonstrating for you our state of the art burglary and fire alarm system and we are going to show you how you can have it installed for FREE!

Do you still have your confirmation number, it is ___(number)__. Great. We will see you at __(11am on Tuesday the 5^th)__. Thank you for your business

 

Hi, Mr/Mrs ___(last name)___, this is ___(your name)____ with ABC Alarm Company, here in ___(your city)____.

Mr/Mrs __(last name)___ the reason I am call is because we would like to increase our name brand recognition here in __(your city)__, So, for the homeowners that will allow us place our security system sign in their front yard and allow us to monitor it, we will install a complete security system in their home for FREE!

Our system comes with (3) contacts to cover the main entries of your home, and a motion detector to protect the interior. It also has a high volume siren to scare away would be intruders. And our monitoring service will connect you to Police, Fire, and Medical authorities 24 hours a day, 7 days a week.

Since there is No Cost for the Equipment or for the Installation, would __(Monday)___ or __(Tuesday)__ be better for us to show you the sign that we put in your front yard and go over all of the details.

Great, now I have __(11am)__ or __(5pm)__ which time is better for you?

Go to lead sheet and get information.

Ok, now my manager is going to come on the phone and confirm the information, Thank you for your business.

T.O. Script (done at the time the appointment is set)

Hi, Mr/Mrs __(last name)___ this is __(name)__, I am the manager here and I would like to confirm the information that ___(tmk’s name)__ has given to me.

Confirm Lead Sheet Info. On time, confirm it is good for both parties.

Now, Mr/Mrs, we will be coming out and showing you and your spouse our FREE security system, again all we ask is that you use our monitoring service which is about a dollar a day and display our security system sign in your front yard. I would like to give you a confirmation number, this number will ensure that we reserve a system for you and it locks in the time for you as well, the number is. (number)__. Great. We will see you at __(11am on Tuesday the 5^th)__. Thank you for your business.

Confirmation Script (done the day/night before the appointment)

Hi, Mr/Mrs __(last name)___ this is __(name)__, I am in the confirmation department over here at ABC Alarm Company, and the reason for my call is to confirm our meeting with you and __(spouses name)__ tomorrow at __(time)__ and to make sure we have the correct address. I show you are at __(address)____ is that correct? Great, and the time is still go for you and __(spouse)__.

Now, we will be coming out and showing you and __(spouse)__ our FREE security system, again all we ask is that you use our monitoring service which is about a dollar a day and display our security system sign in your front yard.

Do you still have your confirmation number, it is ___(number)__. Great. We will see you at __(11am on Tuesday the 5^th)__. Thank you for your business

Hi, Mr/Mrs ___(last name)___, this is ___(your name)____ with ABC Alarm Company, here in ___(your city)____.

Mr/Mrs __(last name)___ the reason I am call is because we are contacting the homeowners in your area with a FREE security system offer. We will install our state of the art home alarm system for FREE! All we ask is that you allow us to monitor the system, which is about a dollar a day!

Our system comes with (3) contacts to cover the main entries of your home, and a motion detector to protect the interior. It also has a high volume siren to scare away would be intruders. And our panic buttons will connect you to Police, Fire, and Medical authorities 24 hours a day, 7 days a week.

Now, since there is No Cost for the Equipment or for the Installation, would __(Monday)___ or __(Tuesday)__ be better for us to show you the system and how it can help protect your home.

Great, now I have __(11am)__ or __(5pm)__ which time is better for you?

Go to lead sheet and get information.

Ok, now my manager is going to come on the phone and confirm the information, Thank you for your business.

T.O. Script (done at the time the appointment is set)

Hi, Mr/Mrs __(last name)___ this is __(name)__, I am the manager here and I would like to confirm the information that ___(tmk’s name)__ has given to me.

Confirm Lead Sheet Info. On time, confirm it is good for both parties.

Now, Mr/Mrs, we will be coming out and showing you and your spouse our FREE security system, again all we ask is that you use our monitoring service which is about a dollar a day. I would like to give you a confirmation number, this number will ensure that we reserve a system for you and it locks in the time for you as well, the number is. (number)__. Great. We will see you at __(11am on Tuesday the 5^th)__. Thank you for your business.

Confirmation Script (done the day/night before the appointment)

Hi, Mr/Mrs __(last name)___ this is __(name)__, I am in the confirmation department over here at ABC Alarm Company, and the reason for my call is to confirm our meeting with you and __(spouses name)__ tomorrow at __(time)__ and to make sure we have the correct address. I show you are at __(address)____ is that correct? Great, and the time is still go for you and __(spouse)__.

Now, we will be coming out and showing you and __(spouse)__ our FREE security system, again all we ask is that you use our monitoring service which is about a dollar a day.

Do you still have your confirmation number, it is ___(number)__. Great. We will see you at __(11am on Tuesday the 5^th)__. Thank you for your business

Long version of the rebuttals

(insert long rebuttals here)

Sales presentation discussions can take hours, so I will only touch on some of the basics.

Suggestion #1 Clear Message.

The most important part of any sales presentation, is to make sure it matches the message from the telemarketing department. It only stands to reason, that if the customer is expecting a Free security system demo, and you start pitching them on getting a sign in their front yard, that you will have problems. So, make sure your message is clear and consistent.

Suggestion #2 Warm fuzzies.

Want to get instant respect of the customer do the following. When the customer opens the door to let you in, offer to take off your shoes before coming in. Then suggest something to the effect of:

"I do a lot of walking, you never know what may get stuck to the bottom of my shoes, and I wouldn’t want to track any germs or anything into your home where your children play on the carpet"

Will it get you the sale? May be not, but I learned this from a hot dog vendor and I will never forget it. He told me while he was preparing my dog, "I never touch the food, not the bun, nothing." So, I was watching and he was right, he used the tongs or foil on everything. He then went on to explain that most vendors touch the bun or the condiment or something. He was right, and it makes me think about it every time I see my food prepared. Now, I wont get a dog from any other vendor. So the concept is that the next sales representitive will not offer to take them off, and if you do it right, the customer will be thinking about their baby on the floor and this inconsiderate sales rep.

Suggestion #3 More referrals.

If you want to get more referrals, it is important to lay the ground work right from the beginning. On your next appointment try this, in your opening.

ABC

"Where exactly did you hear about us?"

Customer

"You called us."

ABC

"Oh, that’s right its right here. The reason I ask is because 75-80% of our customers come from referrals from out existing customers. Which I think is the greatest complement."

If you do it right and with conviction, you will be able to go back to this statement after you have secured their installation with,

"As I mentioned when I first arrived, we get most of our customers from referrals. Who do you know that might like to protect their home?"

Other Notes:

Ask for referrals when filling out the monitoring information. Most customers will be getting their address books at that time.

Offer referral incentives:

Trip certificates if they give 3 or more referrals at this time.

$50 For installed referrals

Free equipment for installed referrals

 

Most sales will be made the day of the appointment. Call backs don’t, and follow-ups won’t. If you don’t get the business the first time you can forget it. Well at least from your sales staff. You can increase your sales by about 10% if you have a diligent follow-up/Re-work department.

Let your sales staff have the lead for no more than 5 days. If they are going to get it, it will happen in that time. Most sales staffs don’t do a good job of following up anyway, especially if you are keeping them busy with new leads. Take a Senior Telemarketer (see telemarketing training and career path) and have them use the following script.

Hi, Mr/Mrs ___(last name)___, this is ___(your name)____ over here at ABC Alarm Company.

Mr/Mrs __(last name)___ the reason I am call is because we had our representative _(rep name)_ come out and demonstrate our Free home security system for you and __(spouse)__ last week and for what ever reason we did not earn your business at that time, is that correct?

Well that’s why I am calling, I work directly for the president of the company and it is my job to do what every I have to earn your business. So, could you tell me why we did not earn your business while we were in your home?

<<<USE A GOOD REP, BECAUSE THIS CAN NOT ALL BE SCRIPTED>>>

Tip #1 Get what you want

ABC

Sometimes as part of my job, the president will make special deals. Why don’t you tell me exactly what we would have to do to earn your business right now. (sounds pushy, but if they are shopping they may tell you what they want)

Customer

I want you to give me ####.

ABC

So, what you are saying is that if I can get the president to give you #### you will go ahead and schedule the installation with me right now?

Customer

Yes.

ABC

Can you hold on for just a minute, I will go and ask him right now for you.

Tip #2 Special offers

You can have a special offer that just started this week that includes more equipment or free months of monitoring. This special was not available last week, but you contacting everyone from last week so that they don’t miss out. Be very committal on the offers, you don’t what people to think that everyone gets a different deal.

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