(One correspondent moaned that there was more competition around than previously…)
"Some years ago when I was just a burglar alarm installer we had so much work that we did not know what to do – so we simply increased the prices to such a degree that we made more money for less overheads and expanded very quickly…But there was far less competition. Nowadays, with four times as many so-called alarm installers with no more experience than being a telecom engineer or having the 'I know a lot about electronics attitude, real and very profitable jobs are difficult to find. At the end of the day the customer is faced with too much of a choice of protection method, too many low priced installing suppliers and a general free-for-all-trades to suddenly become alarm installers… I have recently found that one alarm company charges over £40 per hour for an engineer."
(A supplier suggested installers demand COD…)
"There is no reason why, when an installer has completed an installation, they should not be given cash, then hand over the keys or access code. Alternatively, on a commercial installation where they know their payment will be delayed, then the cost of their overdraft should be included in the quote. The normal credit terms between manufacturer and a distributor is only 30 days with some exceptions.
No business person GIVES any extended credit terms away. I can only warn readers that some suppliers giving extended credit may be putting this cost on the equipment."
(We wonder how many installers increased their profits by using the principles of 'DIPADA'?)
DIPADA stands for Definition, Identification, Proof, Agreement, Desire and Action.
"Definition: Define what your customer wants to achieve, what level or what kind of security he needs. Is he being realistic about what he wants with the money that he has to spend?
Identification: Once you have defined exactly what your customer requires, relate this to what your company can achieve, ie, 'So if I could prove to you that my company could completely satisfy those requirements at a very competitive price you would use our service wouldn't you?"
Proof: Proving your case should include all the benefits of your company, its products, personnel, services, reputation. Sell on your strengths, use examples of your work. Agreement: Unless you get agreement that you've done all those things you will achieve very little. Once you've got agreement you're almost there. Desire: Security is a grudge purchase. Unless you can instill some enthusiasm into your potential customer, there is a big chance they might not say yes. Extra discounts, extra quick service or less expensive service might tip the balance. Action: The most frequent mistake is to forget to ask directly for the business."
(Finally, here are some of our gripes about IFSEC '87 – plus a good idea not enough manufacturers have taken up…)
"Still too many salesmen who don't know the products and /or market. Still too many gimmicks on show. Still too few bar staff. Still not enough seating for tired and aching feet. Still expensive and mediocre food. The major problem for installers is that you're seeing all the goods temptingly displayed and glowingly presented and, despite the manufacturer's own tests, you know it's only when you get to install it and field test it yourself that you can be sure it's the one for you. Why don't manufacturers give test drives of equipment?"
Source
Security Installer
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