Security Dealer & Integrator

AUG 2018

Find news and information for the executive corporate security director, CSO, facility manager and assets protection manager on issues of policy, products, incidents, risk management, threat assessments and preparedness.

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24 Security Dealer & Integrator / August 2018 When I show up looking like that today, customers ridicule me to take off my jacket, because they are wear- ing jeans and a designer t-shirt. It is common for people to arrive 10 min- utes late for a meeting, and then type away on their phones while others are talking. ank you notes? Forget it – when is the last time you received one? With all this said, professional- ism and manners still matter; in fact, when salespeople practice business etiquette that was taught decades ago, they stick out among their competi- tion and thrive. 3 Listening is more import- ant than speaking. One of the principles I teach as part of modern-day sales execution is to establish credibility with prospects before asking probing questions. We are not alone – many other philoso- phies have subscribed to the idea that salespeople must establish themselves as competent or they will not be able to have a transparent dialogue with their customer. I completely agree. However, once you have established yourself and asked the right question, shut it. at's right – bite your tongue if you have to, but keep quiet. In today's world of immediate responses and distractions, listening is more critical than ever. T he art of buying and selling security systems has changed drastically in the past 15 years. Prospecting for new customers, asking probing questions, presenting value, closing business, and every other part of the selling cycle has been affected; however, there are five old-school sales ideas that have been critical for decades that are still relevant today: 1 Relationships are import- ant. ere is a trendy con- cept that has been endorsed by engineers, accountants and introverted salespeople throughout the world: ey read one of dozens of reports that conclude that relationships are no longer the most important factor to success in sales. e analytical master- minds read these results and have con- cluded that relationships are no longer important to sales. Untrue – relation- ships are still important. Do not assume your friendships will help you overcome poor service or high prices like they might have 15 years ago; but all things equal – even a little unequal – the salesperson with the alliances will win. As the research has illustrated, relationships are no longer the number one factor leading to suc- cess; however, nurturing professional relationships is very important. 2 Professionalism and manners matter. In 1997, I showed up to a sales call in a suit but with no tie, and my customer asked me: "Is it casual Friday?" She was joking, but not really. She was really subtly saying: "Do not take me for granted, buster." Modern Selling BY CHRIS PETERSON Old School Five concepts that remain relevant in a new world of closing sales 4 The best prospectors are the best producers. Marketing automation so- ware companies like to pound sales managers with this statistic: "Sales opportunities are 70 percent of the way through the process when a salesper- son becomes engaged." Do not buy into this statistic. Is it true? I assume so, but that is because most salespeople today sit back and wait for leads. e great ones create their own. e art of prospecting has changed, but it is still same concept: pursue pro- spective customers and figure out a way to schedule an appointment with them. Salespeople who do this were the best producers 15 years ago, and they still are today. 5 Grit is the most critical talent for salespeople. You can fill your team with the most intelligent, charismatic and well-connected salespeople in the security industry; I will take the gritti- est salespeople from any industry, and I will win every time. Someone who makes results happen regardless of hurdles or circumstances will be a suc- cessful sales professional. Find a gritty competitor. If they also have an impressive database and the charisma of a talk-show host, great! But if they do not have that grit, you are going to struggle leading them to success. ■ » Chris Peterson is the founder and president of Vector Firm (www., a sales consulting and training company built specifically for the security industry. To request more info about the company, visit www.

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