Making Alarm Sales Without Using Fear

Old sales tactics damage our industry’s reputation (and leave money on the table)

Cold Calling Can Be Relationship Calling

Many seasoned sales people I know do not cold call. Some of them feel they are above this or that cold calling is a waste of their time. I’m sorry to say this, but I firmly disagree. After selling a residential system or service, why is it a waste of time to spend a few minutes walking down the block knocking on a few of the neighbor’s doors to introduce yourself? Many good sales people generate a respectable amount of business a result. Added value services (guard response, remote video monitoring, etc.), takeovers and even new alarm sales can be acquired this way, without ever stooping to the use of fear tactics.

We all have heard the hinges creak as the door gets shut in a salesperson’s face, but you are much less likely to have the door slammed in your face if you let the homeowner know you just stopped by to introduce yourself after doing business with their neighbor. How else do you keep that door open? Sometimes it can be very beneficial to let the homeowner know that you also live in the area, and that your company also operates locally.

Making this a friendly “neighborly” introduction and perhaps offering a free, no obligation security evaluation on the spot can help to create the beginning of a relationship. If they are not interested in buying from you now, they may well be later. Following up periodically with knick-knacks or postcards just to say hello can be a huge asset when the time comes for these people to consider a security solution. In doing so, you also have the ability to inform them of additional services you provide which may be of interest or benefit to them.

By not selling fear and by offering solutions to make life easier or better, the alarm industry can begin to recapture a positive public perception one company at a time. Grow organically by conveying the most attractive things about your company – those things which differentiates you from all of your competitors. Grow organically by being friendly and personable rather than using fear. Best of all, your alarm firm won’t be the one griped about on the five o’clock news.

About the author: Bob Harris is managing director for The Attrition Busters. With over 30 years in the alarm industry, he provides seminars, business consulting, and workshops to help great companies become even better. Bob can be reached at (818) 730-4690 or by email at Learn more about The Attrition Busters at