Imagine you get a call from an angry customer explaining that the Fire or Security product you sold them has malfunctioned in some way. You send an engineer to fix it. Sorted.
But what happens if the same customer rings back with the same problem?
It might not happen often but, if it does, that customer is going to be understandably frustrated.
And how much worse when the call handler has no recollection of the previous incident. They might be a different employee or they may have dealt with hundreds of enquiries since the last incident. It’s not surprising if the caller gets even more annoyed.
It doesn’t look good.
Even though it stands for customer relationship management, many Fire and Security companies don’t understand what a CRM does. They think it’s just a ‘job management’ tool. Not a way to give their existing customers a fabulous experience that will make them recommend you to their friends.
Here’s what Fire & Security professionals need to know to achieve the best success with their B2B prospecting.
The biggest mistake we see is trying to appeal to EVERYONE.
Your ideal buyer profile defines which companies are most likely to need fire protection or commercial security systems. These are your target customers.
Buyer personas are the people working at those companies who will need to purchase your Fire & Security systems. This is your target job role.
You spent a fortune on a sparkly new website for your Fire and Security company. It looks fantastic. But you’re not getting the new customers you were expecting. Hey, you’re not even showing up on Google!
It’s beginning to look like it was an expensive mistake!
But all is not lost… This article looks at three ways Fire & Security businesses can make some straightforward adjustments to become more visible on Google.
Better visibility means more traffic. And more traffic means more leads. And more leads means more chances for your sales team to close customers who want fire protection of security systems.
Continue reading “3 Easy Ways To Attract Qualified Visitors To Your Fire & Security Website”
I get a lot of emails telling me about broken links. It’s because I run a lot of big sites with lots of blog posts. One of the downsides is that the links to some of the sources quoted in those blog posts stop working. The website is taken down. Or the link itself changes when there is a website upgrade.
If a reader of one of those blog posts clicks on that link, they will arrive on a page that shows a 404 error message. That doesn’t give a good experience for that reader.
A recognised strategy for linkbuilding is to reach out to blogmasters about broken links and suggest a substitute link.
But there’s always a problem with these new Fire and Security links.
Continue reading “Blogging Outreach With Broken Links: Why It Can Damage Your Fire and Security Business”
This post was originally written in 2016 and the GDPR and PECR have made things even more difficult for Fire and Security companies who want to email homeowners in 2020.
If you buy a list of email addresses from a third party, you MUST get proof that the people on that list have given permission for their details to be shared with you. And stored and processed by you. And to receive ongoing marketing from you.
If you’re one of the many companies that relies on buying email lists for your marketing strategy, the latest FSB Voice Business Update has some nasty news for you.
Continue reading “The Dangers Of Buying Email Lists When You Sell Domestic Security Systems”
After successful visits to manufacturer-specific exhibitions like Southern Manufacturing and Subcon, Jon and I toddled off to our first IFSEC at the Excel in London to broaden our knowledge of – and meet new people in – the Fire and Security sector.
The event was split into two parts – the Firex event had red carpet and the Security event had blue carpet. The blue part of the venue was considerably larger than the red bit and there were some extremely swanky stands. Some even had two tiers! Continue reading “Wall to Wall CCTV Surveillance at IFSEC 2016”
In the olden days, before social media, prospecting for your target customers meant being a sales person like the guy in Death of A Salesman. Willie drove from town to town visiting the companies or homeowners who were most likely to need the product he was selling. It could be a long, hard, soul-destroying slog.
Or waiting for leads to be delivered to you to call from a central office. And your success was dependent on getting the best quality leads. Always Be Closing, like in Glen Garry, Glen Ross.
Or you had to network at your local Chamber of Commerce and ask someone to introduce you to your most likely prospects.
But in the 21st century there are far easier ways to prospect. Continue reading “How To Get Introduced To Your Target Fire and Security Customers On LinkedIn”
A few years ago I was working with a Fire and Security entrepreneur who grows his customer base by acquiring other Fire and Security businesses.
But if that’s your strategy for acquiring new customers, you also need to have a strategy for your website and local SEO.
Growing Your Fire and Security Business By Acquisition – An Example
Continue reading “What Fire and Security Entrepreneurs Need To Know About Google Maps & Acquisitions”
It’s great to see Fire & Security directors embracing LinkedIn to help to promote their fire safety products and security equipment.
However, it’s also clear that many don’t really understand how to use the platform to achieve their business goals effectively.
So here are my top 5 big mistakes that I see Fire & Security directors make on LinkedIn every day.
Continue reading “Top 5 Mistakes Fire & Security Directors Make On LinkedIn”
One of the most important tasks for a Fire & Security sales person is to engage with your latest/most recent connections. There’s not a lot of point in reaching out if you then ignore your new prospects.
But it’s not always easy to find them!
Continue reading “Fire & Security Sales: How can I find my most recent connections on LinkedIn”