Customer Referrals The Foundation of building your business The Seven Stages of Referral Sales
Customer Referral Outline 1. AT THE SALE 2. AT THE INSTALLATION 3. WITHIN THE FIRST WEEK 4. IN 30 DAYS 5. EVERY SIX MONTHS 6. EACH YEAR 7. AT THE END OF THE CONTRACT 1. AT THE SALE PLAN: Over the last two decades, most sales generated in our industry have been presented as a NATIONAL PROMOTION. With that marketing concept in mind, the best way to increase additional sales is to offer to the customer who just bought a system the ability to offer a friend or family member that same promotional offer. The sales rep who just sold the system now has the authority given to them by the company to offer a second certificate to someone else in their circle of trust (show them the certificate). The sales rep can give away one more promotional gift of a security/smart-life system to someone that the customer loves and cares about that would also like to experience the same peace of mind they are about to experience once the system is installed. The key however is that the transaction needs to take place that moment (LIMITED TIME + LIMITED NUMBER = SENSE OF URGENCY). In addition to building value and creating a sense of urgency, you will be making the following FOUR VALUE PROMISES at the sale (we suggest they be in writing on a nice certificate as a serious commitment, so it is important that the company follow through with these promises), even if the sales rep no longer works for the company: 1. We promise to visit you during your installation to ensure your family understands how to use this system and how it can enhance your family s life 2. We promise to mail you a welcome card within the first week so that you can keep it in a safe place should you have questions in the future 3. We promise to come back in 30 days and show you how to test your system it is a free visit and is done so that you always know how to test your system monthly, per the manufacturer s instructions, to ensure it is working properly and communicating with the central station. We will also answer any questions that may have come up in the first 30 days. 4. We promise to check back with you every six months to make sure you are happy with your system, and should there be any changes in the needs of your family, we can address those needs, as well as enhance your system to ensure the proper level of protection.
You are not only distancing yourself from the competition with your enhanced services, you are setting yourself up to gain referrals each time you visit. PROPS: A gift certificate that entitles the loved one (friend, neighbor or family member, preferably in the community) to receive a complimentary system (must pay any necessary activation and monitoring fees) and the certificate of promises. SCRIPT: Now (first name), once the system is installed, you will be able to enjoy a higher level of safety and peace of mind. I am authorized by our company to give one additional system as a gift to someone you love and care about. It can be a friend, family member or neighbor. Once they have it installed, we will also give you (the referral fee of choice by the Partner) for recommending that person. Who is that one person that comes to mind right now? (right down their name and number). Because you know them and I don t, would you mind giving them a quick call and introducing me on the phone? Once you do, I can take it from there. Just simply say, Hi (name of person), I need your help. Do you have a minute? I am here with (just first name) and I think he has something you may be interested in hearing about, hold on. (Then have them hand the phone). Once they hand the phone, I will explain the National Promotion and how you were selected to participate. NEXT STEPS: Go visit the customer immediately if possible. If not possible, then set an appointment to visit their home. If you follow these simple steps 100% of the time, you have a 50% chance of doubling your business at every sale. If you do not do it, you have a 0% of doubling your business. Which odds do you prefer? 2. AT THE INSTALL PLAN: Because our methods of marketing and sales involve mostly direct selling, the system should always be installed within three days or less. What will set you apart from everyone else in this business is your commitment to ensure you are there and you care for your client. At the install, please follow these steps: PROPS: Clipboard to write down and answer any questions. Make sure if you have not already done so, you leave behind one of the paper keyboards that have easy overview on the system s instructions. You will them help them place the stickers on the windows and the panel decal on the panel. The rep MUST show up within 30 minutes from the end of the installation. SCRIPT: (first name), while our technician is finishing the installation of the system, I would like to cover a few items with you: 1. let me show you where each device is located, so you know where they are in case of service needs (tech should give you the zone list). 2. Let me know any questions I can answer or if there are any security needs you have 3. Let s show you how to use your system 4. And lastly, ask for referrals that may have come up.
NEXT STEPS: Carry your clipboard with the zone list. If there any devices they want to add, then have them pay you and the technician will install if he has the devices. Make sure you affix the panel decal to the panel. These are the numbers they are to call to Dynamark should they have technical or customer service questions. Lastly, make sure they get the manufacturers instruction book or easy to use paper keyboard as a guide. 3. WITHIN THE FIRST WEEK PLAN: This is where you really begin to prove to a customer that you genuinely care for them beyond the typical alarm / security sales rep. This level of service will prove to them that you genuinely are a consultant. PROPS: Purchase a box of thank you cards and have your own business cards. Inside each thank you card insert three business cards and write on each one the customer s name on the back of the business card. Inside the card itself, write the following message SCRIPT: Dear (first name), I want to once again thank you for choosing me to protect your home. I truly appreciate the business. Protecting families is how I make my living. If you know of three more families who would like to enjoy the same peace of mind, I have been approved to give them the same promotion you received. And as a thanks for helping me protect others, you will receive (whatever fee your company offers). Just give them my card and tell them to call me. Make sure that you hand write this note. A little extra effort goes a long way in building value. NEXT STEP: Some have asked if they should also email to ensure they received the card. I have found that to be slightly too pushy. It is much better to make a genuine statement of caring for your client by sending them the thank you card. If you would like to include a coffee gift card for a token ten dollars, feel free to add it. I would encourage you that if you do add this gift, that you write a cute little blurb that matches the message of protection. An example could be, while you are out at (name of coffee shop), we will be making sure your home is well protected. So relax and enjoy your coffee! 4. IN 30 DAYS PLAN: Very few, if any, security companies, have even thought of offering this service to their customers: A 30-day test of their system. As mentioned earlier, you will be offering this visit as part of the four promises of service to your clients. As part of this visit, we will complete the following: Show them how to test their system Take a walk through to ensure the system is functioning properly Add an additional items to the system that would give them enhanced peace of mind
Adjust the monitoring plan as necessary they may want to add additional monthly services as well as components to the system Check for any new referrals PROPS: Clipboard to conduct a walk through and the system to the wall to conduct the security system test. SCRIPT: (first name), the first thing we need to do is teach you how to test your system on a monthly basis. There a number of reasons why a monthly system test is important: ensure proper communication with the central station, make sure the emergency buttons are transmitting the proper alarm signals and make sure the key openings have the proper delays set on them. Now the first thing we will do I call the central station and place the system on test for 30 minutes. If we complete the test before that time, we will simply call back and take the system off test. Now the first thing we will do is place the system on stay mode, no delay. Once we do that we will open the main door you enter and exit. (Alarm will go off wait 30 seconds and then disarm the system). The next step we will take is to push each emergency response button police, medical and fire to ensure they are all sending the proper signals. The last button we will push is the hostage/ambush button so you will remember what to do in the event you are a hostage in your own home. Let s do that now (Perform the full test). Now that we have completed the test, let s call the central station to ensure they received all the signals (go down the steps you took with and confirm they received all the signals). NEXT STEPS: The next step is to take a walk through the home to determine if there are any additional features you feel are necessary to ensure you have the level of protection you want for your home. (Take a walk throughout the home, playing special attention to adding fire protection sensors if they do not have any in the home). The sales rep s final step is to ask if there is anyone that has come to mind that the customer wants to introduce you to that may want to discuss the need to have a security system. 5. EVERY SIX MONTHS PLAN: Give your customer a call around the time of the six month anniversary of the install and schedule a quick stop by to the home to check back with them and see how they are doing with their system. If you find it works better to just show up at the home at a certain time that will work as well. PROPS: Clipboard, ipad/laptop to demonstrate any new features that have come out since the last visit, as well as the benefits of having those features. The necessary paperwork to add any new features. SCRIPT: It will be very similar to the 30-day test and review NEXT STEPS: Same as above
6. EACH YEAR PLAN: Mail your customer an annual anniversary card and put something nice in like a $10 starbucks card or a $10 movie ticket, reminding them that you will be there protecting their home while they are enjoying peace of mind PROPS: Gift card SCRIPT: Just write a note on the card. An anniversary card is a nice gesture. Dear (first name), I just wanted to thank you for the opportunity to keep you safe and secure these last 12 months NEXT STEPS: Do not ask for referrals. They will give them by now. 7. AT THE END OF THE CONTRACT PLAN: Visit them at the end of the agreement and see if they would like to continue for another term. You may want to offer some enhancement to their system to get them to re-sign for another term. PROPS: a new agreement, additional equipment (optional), upgraded system (optional) SCRIPT: (first name), If you have enjoy being protected by (name of partner company), your local Dynamark authorized partner, we would like to offer you another five years of protection and, as before, we will lock in your rate not to go up for the entire term. Plus, if you choose to continue with us, we will give your system a free upgrade (whatever the partner chooses to offer) NEXT STEPS: Once the customer locks in for another term, the sales rep gets compensated a small fee.