The home security market is booming.
According to recent research, the industry is expected to hit $84.4 billion by 2027—a 48% jump from where the industry was last year, in 2022. Not bad!
What’s driving this incredible growth, you ask? The advent of wireless technology, the Internet of Things (IoT), and a greater awareness of security threats.
It’s a great time to learn how to sell security systems. So that’s what we’ll cover in this article. Keep reading for our best tips regarding home security sales. Let’s dive in!
10 Tips for Selling Home Security Systems
Ready to learn how to sell home security systems door to door? You’ve come to the right place. In this section, we share 11 tips to help you make more home security sales.
Home Security Sales Tip 1: Start With Your Target Audience
Who are you trying to sell to?
It doesn’t matter what industry you’re in. If you want to succeed, you need to develop a strong understanding of your target audience. It’s a fundamental part of the sales process.
Fortunately, gaining this kind of knowledge isn’t that difficult. Simply talk to your current customers to learn what makes them tick. We suggest researching your competitors and reading popular forums in your niche, too. This will help you identify specific pain points.
When you know your customers like the back of your hand, create an ideal customer profile.
Your ICP should include demographic information about your target audience, such as their gender, age, and income level, and psychographic details, like their hopes and fears.
Home Security Sales Tip 2: Thoroughly Understand The Value Proposition
Why should a potential customer buy from your company?
You need to have an intimate understanding of your products and the value they provide to your target audience. Obvious value propositions include: “safety” and “peace of mind.”
But you should dig deeper than this. Your value proposition should be something like, “We offer customers the peace of mind they crave at a lower price point than the competition.” Or, “We keep our customers safe while providing the best customer support in the industry.”
When you boil down the value propositions that are meaningful to your customers, they generally are focused on one or two of the following themes:
- Price/Value: “The cheapest, most cost-efficient, or the best ROI or value…”
- Capabilities/Benefits: “The best features, the most comprehensive, flexible…”
- Convenience: “The easiest to use, the most intuitive, the quickest to start…”
- Customer Service: “The best reviews, best customer experience, support, warranty…”
- Quality: “The best reputation, most reliable/secure, modern, luxurious…”
These are winning value propositions because they address customer concerns and include unique information that can only apply to your specific business. Try to craft something similar.
Home Security Sales Tip 3: Use Holistic Storytelling
There are a ton of home security systems on the market. How do you separate your company’s offerings from the pack and grab your target audience’s attention?
Holistic storytelling is one of the best ways to build relationships with potential customers.
Why? Because stories help sales reps like yourself build personal connections with their prospects. Once these personal connections are built, your prospects will trust you more. And, as every professional seller knows, trust is the bedrock of the sales industry.
So, how do you implement a holistic storytelling approach? Here’s a five-step process that door-to-door salespeople can use to incorporate stories into their sales pitches:
- Start by telling your prospect why you knocked on their door. Be courteous, introduce your company, and, if possible, add a personal touch to the discussion.
- Ask your prospect a question to help engage them in conversation. The question can lead into your story, but the point is to get your prospect to participate.
- Dive into your story honestly and genuinely. Focus on educating the customer. To do this, you must understand what the customer needs to know about home security.
- As you tell your story, weave in questions at strategic points. This will help you hold your prospects’ attention and learn more about their specific needs.
- Finally, end your story with a call to action. If you don’t give your prospects a “next step,” they’ll simply close their door and forget about you. Don’t let this happen!
Ultimately, the story you tell at the door should be one you want to tell. If you don’t believe in, or have the desire to tell the story, it will show in how you speak and your body language.
Home Security Sales Tip 4: Set Minimum Daily Sales Activities
At this point, you know who your target audience is and why this specific group of people should purchase your company’s security products. You’ve also committed to holistic storytelling to help engage prospects in meaningful sales conversations. Now what?
Now it’s time to set minimum daily sales activities. What are you going to do every single day to help you connect with more prospects, close more deals, and drive more revenue?
You might decide to make X number of in-person visits per day. Or send X number of emails and/or text messages. Whatever you decide to do, actually do it. That way, you can earn higher commission checks, achieve your sales goals, and propel your company forward.
Remember: you can’t control who buys from you and who doesn’t. But you can control how many people/companies you contact and how often you contact them.
Home Security Sales Tip 5: Re-Canvass Neighborhoods
When was the last time you re-canvassed a neighborhood?
If you’re like most sales reps, the answer is never. Your breeze through a neighborhood once, then move on to the next one, never thinking about the area you just left. This is a mistake.
Recanvassing will allow you to connect with potential customers who weren’t home the first time you passed through. It will also give you a chance to promote recent sales. You can say something like, “Your neighbor across the street just bought a security system from me and can now check each camera from his phone. Are you interested in something similar?”
Mentioning an existing customer—especially one that your current prospect knows—will help you build trust. As mentioned earlier, trust is essential in sales. Use it!
Home Security Sales Tip 6: Be Professional
What does “be professional” mean?
For some, it means wearing a suit and tie to work. For others, it means treating their bosses, colleagues, and prospects with respect. For you, it might mean something completely different.
To be honest, though, what professional means to you doesn’t really matter. You need to make sure that your prospective customers think you’re professional. Why? Because you’re selling them the promise of safety and security. If you aren’t a pro, you won’t make sales.
Here are a few ways you can boost your professionalism:
Get an ID Badge: An ID badge will identify who you are and the company you represent. You can get them from websites like Quick ID Card and Nametag Ninja.
Invest in Marketing Materials: High-level marketing materials, like print brochures and well-produced promo videos, can make you look more professional, too, especially if you show them to prospects on a tablet or some other portable device.
Create a Digital Business Card: The majority of print business cards end up in the trash. Digital business cards, however, can be sent directly to a prospect’s phone, which will automatically raise your professionalism in their eyes. Use a tool like SPOTIO to easily create and distribute digital business cards.
Home Security Sales Tip 7: Use the “Norm of Reciprocity”
Psychology tells us that if someone does something nice for us, we feel obligated to return the favor. This phenomenon is known as reciprocity, and you can use it when selling security.
Used correctly, the norm of reciprocity is a powerful technique when learning how to sell security systems door to door. Here’s how to incorporate it into your sales pitch:
Knock on the door.
Apologize for interrupting the person’s day.
Offer to do a FREE security inspection of their home.
The person at the door will think, “Wow a FREE inspection! What a nice offer!”
Complete the FREE security inspection, then attempt to engage the prospect in a conversation about the security threats you’ve uncovered in their home.
Now that you’re talking to a uber-engaged prospect take the opportunity to deliver your sales pitch, which has a high likelihood of success thanks to reciprocity!
Home Security Sales Tip 8: Have a Mindset of Education
You make your living selling security systems. So you (hopefully) have a deep understanding of the products and/or services you sell. Your potential customers? Not so much.
That’s why you should approach every sales conversation with a mindset of education. How can you turn your door-to-door pitches into learning experiences for your prospects?
Your answer to this question will help you make your sales engagements about your customers, not about the commission checks you hope to earn from them.
When this happens, you’ll make more sales because the people you talk to will want to buy from you. Why wouldn’t they? You have their best interests at heart.
When using this home security sales tip, do your best to mix in NON-scary and NON-threatening statistics. For example, 76% of Americans use some kind of security measure to protect their homes. Maybe your prospect wants to join the party!
Home Security Sales Tip 9: Create A Smooth Transition From Canvasser to Closer
If your sales department uses canvassers and closers, you need to make sure that the transition between these two different roles is as smooth as possible for your prospects.
The easiest way to ensure a seamless transition is to use a reliable software application like SPOTIO. Doing so will help canvassers capture pertinent information from prospects, then book appointments. Said information can then be transferred to closers so that they have all of the details they need when they speak to potential buyers at the predetermined time.
Home Security Sales Tip 10: Plan For Objections
You know that home security systems will be important in 2023. But your target audience might not wholeheartedly agree with you. As such, they’re going to come up with reasons not to buy. You need to be prepared for these objections so that you can respond to them effectively.
The easiest way to prepare yourself for rejections is to catalog the most common ones your sales team receives. Then prepare answers before each. That way, when an objection comes up in the field, you’ll know exactly how to reply in a way that pushes the deal forward.
Sell More Home Security Systems with SPOTIO
Home security sales represent a fantastic opportunity for modern-day sales reps—if they understand how to approach the market and appeal to potential customers.
Fortunately, the ten tips above will have you selling security systems in no time.
The only other thing you need is an industry-leading software application to help you source leads, canvas, and implement your sales sequences in a successful way.
SPOTIO is the tool you want. Why? Because it was specifically designed for field sellers. As such, it’s equipped with all of the features you need to close deals, including:
- Lead Machine: Find leads in your area. Then use 200+ filters to weed out unqualified prospects and spend your valuable time on people who actually want what you sell.
- Canvassing: Are you a canvasser? Use SPOTIO to quickly capture sales notes and set appointments. Then sync the data with your CRM, so closers have all the details.
- AutoPlays: Most sales require multiple touchpoints. SPOTIO’s AutoPlays feature will allow you to automate visit and call reminders, as well as email and text message sends. That way nothing falls through the cracks, and more leads become customers.
- Digital Business Cards: As we talked about earlier in this article, SPOTIO will allow you to create digital business cards, which can be sent directly to a prospect’s device. This ensures the business card doesn’t get lost, and allows sales reps to access important information, such as when the business card is opened.
- Territory Management: Are you a sales manager? Then you can use SPOTIO to cut territories by geographical boundaries, such as county or zip code, or by drawing on a digital map. You can then assign each territory to the most qualified rep on your team and track performance. Doing so will help you adjust your sales strategy.
SPOTIO is a powerful platform for door-to-door sellers. But you don’t have to take our word for it. Sign up for a free demo of SPOTIO today to see the tool in action!