Your Business: A Bold Promise

Feb. 11, 2015
Three unique guarantees that will help close more security sales

Most security dealers don’t pay a lick of attention to their guarantees — if they even have one at all. Every security dealer should be guaranteeing their products and services. Customers —  especially security customers — base much of their buying decision on a company’s guarantee.

Think of all the things that could go wrong with the electronic security products we supply and install. People are certainly cognizant of this. They want a strong guarantee that assures them that if something goes wrong, they are completely covered and you will respond to their needs immediately.

Without a guarantee, most people will not feel comfortable or confident buying your security systems. They will feel as if you do not believe in your services enough to make sure they get the security results they are looking for, which inevitably leaves them guessing: what kind of security company doesn't stand behind their products and services? The end-result: your potential customer finds another security dealer that does guarantee their services.

You should know why you need a guarantee — it will increase your sales. Instead, there are some unique styles of guarantees I almost never see security companies use.

The Weak Guarantee

Many security companies stick to the (Weak) 30/60/90-day guarantee. If this is your form of guarantee, you should stop and rethink your strategy. These guarantees are so commonplace today that prospects and customers skim right over them — they hardly even notice that you have a guarantee. These guarantees display absolutely no confidence in your products and security systems because they are, in effect, mandatory to have. In some cases, these bland, ho-hum guarantees won’t help your sales.

If you are going to have a guarantee, you want something good and strong — one that exudes confidence. In effect, it should be saying, “What I’m selling you WILL safeguard and protect your world, and I’m so confident in that fact, I’m willing to put my own reputation on the line to prove it.” A guarantee should stop your prospects dead in their tracks and make them say, “WOW!”

How do you do that? Here are three unique guarantees I have developed for my security clients over the years. You can easily model them in your own security business to help increase your sales.

Guarantee #1: The First-Time-Done-Right Guarantee

Here’s an example:

With Security Company X, you will never pay for one project two times. We firmly believe in doing the job right the very first time and every time. If we have to return to fix the same problem, then you do not pay a dime.

Mission Critical Service: Security Company X guarantees your security up-time! If your security system goes down as a result of our oversight or error, then there is no charge for the time, materials, etc., to bring you back up and prevent the problem from ever occurring again.

Have you ever paid a security integrator to install a system, then paid him to fix it, then paid him to fix it again? While our competitors profit two or three times for “emergency service work,” we ensure it doesn’t happen in the first place! If we specified, installed and maintain your system, and it ever goes down as a result of our errors, oversight, fault, etc., we’ll fix it for free. No matter what it takes, that includes parts, labor, and anything else necessary.

Guarantee #2: The Super-Strength Guarantee

Security Company X wants you to feel “safe and secure” when purchasing a security system from us. That’s why we offer you the following Super-Strength Guarantees:

1. A 12-month “No Weasel Clauses” and “No Hassle” Guarantee — We guarantee all of our installation for one full year from the date of install. If anything goes wrong, we fix it for FREE, on our dime, not yours!

2. Upon completion of installation, if you are not 100-percent satisfied with your new security system, then we will remove the system at no cost to you and refund 100 percent of your money.

3. We are so sure you will get the protection and peace of mind you deserve with our security installations that, if you do suffer a loss from intrusion, we’ll pay up to $500 of your insurance deductible (ask any other security dealer to offer that and watch their eyebrows go up!).

Guarantee #3: The Non-Nonsense Guarantee

Short, sweet and right to the point: Security Company X guarantees that you will feel safer in your home or office within 7 days or we will remove the system and refund your entire investment.

Bob Maunsell is the President of Over the past eight years, he has helped security dealers attract and retain clients that pay, stay and refer through his innovative Robotic Security Selling Systems™. If you are interested in learning more, please email [email protected] or call 508-835-1123.

About the Author

Bob Maunsell

Bob Maunsell is the President of Over the past eight years, he has helped security dealers attract and retain clients that pay, stay and refer through his innovative Robotic Security Selling Systems™. If you are interested in learning more about online video marketing discussed in Bob's article, please email [email protected] or call 508-835-1123 and request a free video marketing consultation.