what you need to differentiate
your business and stand out from the competition
last series of articles focusing on recurring monthly revenue: “Take
Your Business to the Next Level with RMR,” and “How the Cloud Can Easily
Provide a Monthly
I talked about effectively modifying your locksmith business with new
available from the cloud. In this final installment, I’ll point out
ways to be
more effective selling cloud security and the steps you need to take to
your company different from the competition, with services your
appreciate for a better experience.
in a service business such as locksmiths or security contractors, it’s
to keep moving forward, examine and adopt new technology and provide
conveniences with the cloud that will elevate the stature of your
company and provide
additional sources of revenue.
monthly revenue (RMR) is predictable
income—the monthly charge your customers pay for convenience functions
remote system access via smartphone, system upgrades, or even expedited
you have a strong base of commercial
customers and have been treating them well, they may welcome additional
services from a trusted resource such as your locksmith business.
security management systems are
easy to learn and adopt and are always up to date with the latest
and encryptions for fortified data and cyber security.
you have adopted a cloud security
management platform you can easily add a variety of different services,
tailored specifically to the customer and their facility or security
challenges. And, control all of them from a single user interface.
and your customer can achieve greater work
efficiencies – as the cloud promotes remote device connectivity and
serviceability – with many problems or issues solved by logging into
from a smartphone, tablet, laptop or other internet-connected device.
feature can prevent you from having to roll trucks for every little
are new, easy to deploy, pre-engineered
systems that lighten the learning curve and can get you started easily
toward greater profitability.
as you diversify your personal investment portfolio, the same
holds true for making your business successful. During the economic
experienced several years ago, those companies only focused on one
sector, rather than multiple vertical markets, found themselves losing
and most likely a good night’s sleep.
to a services mindset
takes a bit of planning, some training and additional expertise in
executing the sales process. Since it’s a service, customers want to
what’s in it for them. They want to be able to fully understand the
cloud hosting and you need to be able to succinctly explain and
the pluses and conveniences they can achieve, including a higher return
investment (ROI). Most cloud service providers will help you through
Doing it Right
There’s definitely a right way to
sell cloud-hosted security
management services. Locksmiths need to tailor their sales presentation
vertical market and the customer – a great way to provide a competitive
differentiator. Now, there are tools available to help you accomplish
of taking your business to the next level.
It’s all about the customer
experience, even in sales
presentations. One of the tools available is called SmartShow™.
This powerful market-specific virtual demo is much more valuable than a
brochure from a manufacturer that’s dropped on the desk during the
With this educated sales presentation locksmiths can provide actual
on the customer’s site and the security deployment. This presentation
specific markets - including Residential; Medical Facilities; Food
Education; Commercial and Multi-Tenant; and Banking and Financial
will know you have the capabilities they need in an instant with
Instead of trying to close sales with
illustrating unrelated projects, these demos are tailored to the
premises, illustrating zones, for example, that pertain to the vertical
as industry specific video camera clips. In addition, no additional
needed to run the demonstrations. Locksmiths simply access the program
portal and run
the program from their smartphone, tablet or laptop. To make the
even more potent, locksmiths can share vertical-market-specific video
alerts to the prospect’s email during the demonstration.
Let’s say you have a meeting with a
customer. With the vertical market presentation they can see the system
for the teacher’s entrance door, school office or front door. The video
are also specific to a school or campus environment and can include a
shot of a cafeteria or school parking lot. Not only is this a more
presentation, but it shows you understand the education market. Sure,
a little extra time and extra effort, but it can significantly boost
successful closing ratio. Just consider the time and money it actually
you to get out the door and in front of a customer in marketing, drive
more so make the most of it. And, the demonstration itself can be set
up in a
matter of minutes.
Remember, you probably aren’t the
only one bidding the job
and there may be several other companies waiting in the wings to
pitches. Ask yourself: How am I going to be remembered from the
especially if I am the first one giving a presentation?
By having a specific market vertical
demonstration it shows
you have experience in the prospect’s market. You understand their
and pain points and will be remembered when they are sitting down after
sales meetings to review information and make their decision. You
don’t want to wage a battle over pricing. Sure, your bid may be higher
others, but when the prospect knows you understand their needs pricing
secondary. These potential customers are looking for someone who
to solve their security dilemmas.
It’s all about differentiating
yourself in a crowded marketplace
and dozens of others in the locksmith trades in your area or region.
applies to the sales process and the services you deliver. As such,
to consider offering value-adds such as mobile credentials that aren’t
from every other competitor. Most customers today expect to be able to
their mobile device to access their facility or manage entrances and
the fly or on the weekend when an unexpected delivery occurs.
There are other ways to leverage
management services. Even if you are a bit more mechanical minded, you
shouldn’t be scared off by new technologies. Instead, consider
other firms, such as HVAC contractors, who can help your business meet
and ROI goals while you build a strong referral network. Customers will
the fact that they can boost their ROI for the system with something
tangible energy savings, while you earn RMR for the services.
With our intrusion and access control
features connected to
HVAC systems the comfort and energy conservation settings can actually
the occupancy of the building space, which may save hundreds of dollars
month in a commercial building. Having
working on some arbitrary time sequence is ridiculous in a commercial
setting. It has
very little cost savings
Now we have a two-way street. Your customer receives
significant ROI and
you get RMR. It was
once related to me
from one of my previous security installation and service business
the monthly checks he sent me were written with a smile because the
savings on his heating and air-conditioning utility bills more than
made up for
what he was paying me.
The cloud allows locksmiths access to
the latest technology
and tools to sell more effectively. It’s a great way to add services,
attainable ROI for the customer and cash flow for your business. You’ll
remembered for your suite of services, as opposed to the competitor up
simply selling a mechanical or electronic lock. Finally, you’ll be in
position to sell to a wider range of vertical market customers – many
who may already be working with you – establishing greater
Michael Simon is a former alarm
dealer who owned and
operated a leading Chicago area security firm for some 40 years. Today,
the managing partner of Connected
Technologies, LLC where he works alongside his son Daniel.
The company is
driven to deliver on the needs of the installing market and provide
like locksmiths valuable services they can offer to customers that
recurring monthly revenue. They
developed an “All
hardware package pre-engineered for quick and easy installation geared
specifically for the locksmith to start generating recurring monthly