Authorized Dealer Guide to: Increasing Content on Every Sales Call Increasing Content on Every Sales Call Introduction: Why use this manual? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Starting with Step One . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 What Do We Sell? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Selling Awareness Detection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Selling Lifestyle Enhancements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Selling Motion Detectors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Selling Glassbreak Detectors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Selling Life Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Selling a Voice Siren Driver . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Selling Communications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Selling Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 AUTHORIZED DEALER GUIDE Introduction: Why use this manual? We wrote this manual because you asked us to help you sell more content on each sales call and to increase customer retention. The more YOU sell, the more money you make. If you are new to sales or new to the alarm industry you may not know the right things to say in front of a prospect or how to overcome certain objections. Even if you are an industry veteran, you may be reminded of certain things that you used to say worked, but for various reasons have not used them recently. This manual describes different products and services you can provide to your residential and commercial clients. It is not intended to be a catalog of all the products and services available, but it does highlight many popular life safety, life style and other areas that are worthy of special attention because they help you provide specific solutions, increase the content of a sale and provide reasons for your customers to choose to do business with you – and just as important – continue that business. This manual also contains several suggested scripts to use during your sales presentation as well as tips on selling the described products and services. Scripts should be used as a guideline, a suggested approach to the sale. However, that does not mean they will automatically work for you. We all have a unique communication style and when we read a script or see a demonstration of a sales technique, we tend to focus on the style in which it is written or presented. If the style is in sync with our own, the script may be more easy to implement. If the style is different from our own, however, it may be more difficult to adapt because sometimes we resist what we are not familiar with. Therefore, when reading a script, it is important to understand that the style, for the most part, is the style of the writer. Focus on the technique and ask yourself an important question: Is this a method that I can use with some modification to make it fit my style? If the answer is “yes”, go ahead and make it your own! Before you start making changes, read the script aloud several times using a natural delivery. As you become familiar with the words, you may notice that with practice the script becomes more and more comfortable. In short, you are adjusting the script to fit your style – without making any changes in content. AUTHORIZED DEALER GUIDE 1 Starting With Step One... If you have read “sales” books before you may have seen that there are five, six, seven, or more steps to the sale. First Alert Professional believes there are six basic steps to the sale, or six sales, because each step must be sold by you, the sales professional, to give your prospect many reasons to buy. We believe that whether you are selling in a residential or commercial arena you should follow this six step process: 1. Sell Yourself 2. Sell Your Company 3. Sell The Problem 4. Sell The Solution 5. Sell The Investment 6. Sell The Next Presentation (get referrals) The details within each step are different for residential and commercial prospects, especially if you are selling to a larger commercial one. Recognizing these details and taking the time to refine your sales skills by rehearsing scripts, understanding features and benefits and seeking new learning opportunities will differentiate you as a security sales professional. Although this manual does not discuss detailed sales skills, it is worth mentioning that all the skills in the world may not make a difference if you fail to make a positive first impression. Equally important is to listen more and talk less. You must understand the product and services your company offers. Do not simply push product, you must provide value added solutions. Remember this: NO ONE CARES HOW MUCH YOU KNOW UNTIL YOU SHOW THEM HOW MUCH YOU CARE. 2 AUTHORIZED DEALER GUIDE What Do We Sell? In 2008 Honeywell commissioned a consumer research project. Some very interesting responses came to our attention as a result of the research. Some of the highlights were: Primary Reasons for Purchasing/Owning a Home Security System: • To protect possessions and valuables • To receive an insurance discount • It came with the house • They were burglarized at home • They had crime and vandalism in the area • Home invasions • They had a burglary while they were home In addition to this, when consumers were asked what products and/or services they would like to see offered from their security dealer many responded: • • • • • • • • • Smoke and fire detection CO (carbon monoxide detection) Voice siren drivers Flood detection Temperature detection Keyfobs or other wireless methods of arming/disarming E-mail notification Video look-in Automation control First Alert Professional has built its reputation around the importance of selling LIFE SAFETY. While we are still very passionate about life safety and feel it is an excellent way for dealers to differentiate themselves, what is apparent from our consumer research is that many people say that they are more concerned about protecting their stuff! Honeywell and First Alert Professional have many, if not all, of the above mentioned products and services available. This manual focuses on the things a sales professional should say to help a prospect make the right decision in protecting their lives and property. AUTHORIZED DEALER GUIDE 3 Selling Awareness Protection Awareness detection is defined as any sensor or other electronic security device whose primary function is to provide annunciation of activity rather than detecting a violation of a protected area. Examples of awareness detection are driveway alerts, pool alarms, visitor chime, flood detection, temperature sensing, asset protection, etc. Of course these sensors can also be used as additional layers of protection and have many residential and commercial applications. These sensors could be contacts installed on the liquor cabinet door, stockroom door or motion sensors installed indoors and/or outdoors. Activating these sensors can result in any combination of local sounding at a keypad or other sounder, activating the system’s siren, central station report, tripping a camera or activating e-mail notification via Total Connect. Since “awareness detection” is not a unique product but a classification of various products, suggested scripts will be reviewed as we discuss specific solutions. Selling Asset Protection: Do you know the difference between burglary and theft? The FBI defines burglary as when the offender has NO legal right to be on the premises. Theft is defined as when the offender DOES HAVE a legal right to be there (such as a housekeeper, delivery person, guest, etc.). One in ten homes experience theft every year. Asset protection is a focused security solution designed to protect specific, tangible assets. Usually these assets are things that people consider valuable, have a high probability of theft or should not be tampered with. Honeywell has a wireless asset protection solution called the 5870API (API = Asset Protection Indoors). The 5870API continues to provide protection even when the panel is disarmed – letting dealers protect against burglary and theft at the same time. This is a key factor when providing solutions in many commercial environments such as hotels or colleges which require free-flowing human traffic. 4 AUTHORIZED DEALER GUIDE Selling Awareness Protection (continued) When investigating the needs of potential clients ask if they have valuables that they feel are priceless to them such as coin or stamp collections, family heirlooms, expensive electronics, paintings, etc. Also listen for important triggers that may require an asset protection solution: “we have a maid service or cleaning service here on a regular basis,” “I often allow my handyman or other service people in my home even when I am not here,” or “I know who stole my baseball cards but I can’t prove it.” Consider employing asset protection for office equipment (flat screen monitors, computers, printers, copiers, etc.), any items that can easily “walk away,” toolboxes on a job site and areas such as museums and art galleries. API Residential Script: “Mr. & Mrs. Johnson, as we walk through your home, I’d like to ask you a few questions. Have you ever had a problem with the theft of valuables from your home? You have? Was there a break-in? What was taken? Did you lose things like computers, jewelry, flat screen tv or paintings? Many people don’t realize the difference between burglary and theft. Theft is when things have been taken from you by someone that you have allowed in your home, like a housekeeper or service person. Have you ever wondered how to protect your things from “growing legs?” Would you be interested in protecting your home from the loss of those items? We have a solution, an asset protection device, which can do just that. If it is important to you to have an easy solution, almost transparent to the way you operate your system, then the API is the answer. We will install it, program it and monitor it. Sound like a plan? Let’s identify the specific assets you want to protect, okay?” AUTHORIZED DEALER GUIDE 5 Selling Awareness Protection (continued) API Commercial Script: “Mr. or Ms. Johnson, as I conduct a risk assessment of your business, I’d like to ask you a few questions. Have you ever had a problem with the theft of valuable items from your business? You have? Computers, monitors, copy machines? Many people don’t realize the difference between burglary and theft. Theft is when things have been taken from you by someone that you have allowed in your business, like a cleaning service or the company that supplies the snack machines, etc. Have you ever wondered how to protect things from “growing legs”? Would it be of interest to you to protect your business from the loss of those items? In the event of a loss of a computer, monitor or copy machine, how much do you suppose that downtime would cost your business? If I could show you how protecting your business from losses due to downtime will also save you money and actually ADD to your bottom line in production, would that be of interest to you? Of course it would. We have a solution, an asset protection device which can do just that. If it is important to you to have an easy solution, almost transparent to the way you run your business, then the API is the answer. We will install it, program it and monitor it. Sound like a plan? Let’s identify the specific assets you want to protect and we’ll arrange for each one to have an API, okay?” 6 AUTHORIZED DEALER GUIDE Selling Awareness Protection (continued) Selling Water and Temperature Detection: Protecting lives and property is our mutual business. But did you know the leading insurance property claim is water damage? Here are some very interesting facts: water damage makes up 28% of homeowners’ insurance claims; 60% of water damage claims are caused by faulty indoor appliances or plumbing leaks; 25% are caused by rain and flooding; 11% are caused by sewers and sump pumps. Basements, water heaters and sump pumps are at high risk for leaks and damage. Dishwashers and washing machines are common sources of ruptured hoses and other water-related catastrophes. Honeywell’s environmental sensors can help avert costly structural damages stemming from a flood. When the presence of water is sensed, our detectors can intelligently initiate a chain of events in response. The security system can alert the central station – so action can be taken to help stop the damage before it starts. The end user can also receive notification via e-mail or text message through Honeywell’s Total Connect services. Additional equipment needed: WATER – Wireless, 5821 Transmitter & 470PB Probe – Wired, 470-12 TEMP – Wireless, 5821 Transmitter & T280R Probe – Wired, TS300 AlarmNet with Total Connect Water and Temperature Residential Sales Script: “Mr. & Mrs. Johnson, what would you guess causes 28% of homeowners’ insurance claims? It’s water damage! In fact, according to the Insurance Information Institute, 60% of water damage claims were caused by faulty indoor appliances or plumbing leaks – such as washing machines, hot water heaters and frozen pipes. Mr. & Mrs. Johnson, have you or do you know anyone that has ever had water damage? (listen to their story and discuss results and/or relate a personal story) Do you inspect potential problem areas at least annually for moisture? Do you change your washer hoses every five years whether you think it’s needed or not? Does everyone in the house know where the main water shutoff valve is?” (Most people don’t inspect and that is why you are going to recommend sensors. Make sure they do find out where their (continued on next page) shutoff valve is.) AUTHORIZED DEALER GUIDE 7 Selling Awareness Protection (continued) (residential script continued) “Mr. & Mrs. Johnson, have you ever heard of environmental sensors? We talked about how your new security system can protect your lives and property, but did you know that your system can play an important role in safeguarding your home and valuables with the use of environmental sensors? We place water sensors in areas of high risk for leaks and damages. What do you think some of those areas are? (basements, kitchens, bathrooms, water heaters, washing machines, dishwashers, sump pumps, etc.) When the sensor detects water, it notifies your security system which can alert the central station. And, with our Total Connect services, you can receive an e-mail or text message so action can be taken to help limit the damage or stop it before it even starts. So which would you prefer, a washer hose spraying water for eight hours or early detection? (WFR = wait for response) Well I certainly agree. And Mr. & Mrs. Johnson, do you know what can be a dangerous health risk caused by water damage? That’s right, mold. You’d want to prevent the possibility of mold, wouldn’t you? When we do our security survey we can identify some potential problem areas. Fair enough? Mr. & Mrs. Johnson, another environmental problem in your home may be significant temperature changes. We provide sensors that alert you and/or the central station when your pre-determined upper or lower temperature limit has been exceeded. Do you have any areas in your home where a considerable temperature change would not be good? (freezers, refrigerators, attics basements, boilers, where pipes are, wine cellars, greenhouses, artwork, rare books, vacation homes, etc.) Again, as we do our security survey, we will look for potential problem areas. OK?” 8 AUTHORIZED DEALER GUIDE Selling Awareness Protection (continued) Water and Temperature Commercial Sales Script: “Mr. or Ms. Johnson, have you or do you know any other business that has ever had water damage? (Listen to their story and discuss results and/or relate a personal story) Do you inspect potential problem areas at least annually for moisture? Does everyone know where your main water shutoff valve is?” (Most people don’t inspect and that is why you are going to recommend sensors. Make sure they do find out where their shutoff is.) “Mr. or Ms. Johnson, have you ever heard of environmental sensors? We talked about how your new security system can protect your lives and property, but did you know that your system can play an important role in safeguarding your business and inventory with the use of environmental sensors? We place water sensors in areas of high risk for leaks and damages. What do you think are some of those areas? (kitchens, bathrooms, water heaters, pumps, liquid storage, etc.) When the sensor detects water, it notifies your security system which can alert the central station. And with Total Connect services, it can send you an e-mail or text message so action can be taken to help limit the damage or stop it before it even starts. So which would you prefer, a hot water heater leaking all night or early detection? Well I certainly agree. And Ms. Johnson, what can be a dangerous health risk caused by water damage? That’s right, mold. You’d want to prevent the possibility of mold, wouldn’t you? When we do our security survey we can identify some potential problem areas. Fair enough? Mr. or Ms. Johnson, another environmental problem in your business may be significant temperature changes. We provide sensors that alert you and/or the central station when your pre-determined upper or lower temperature limit has been exceeded. Do you have any areas in your business where a considerable temperature change would not be good? (freezers, refrigerators, restaurants, computer rooms, research and test facilities, boilers, where pipes are, wine stores, greenhouses, flower shops, museums, libraries with rare books, pet stores, butcher shops, florists, medical labs, etc.) Again, as we do our security survey, we will look for potential problem areas. OK?” AUTHORIZED DEALER GUIDE 9 Selling Lifestyle Enhancements Lifestyle items include keyfobs, remote keypads, e-mail notification and video services. Honeywell and First Alert Professional have many products and services that fit into this category. The following section will review some features of the most popular lifestyle items, list equipment that is required beyond the basic alarm panel and keypad(s) and provide suggested questions or scripts to use on either residential or commercial sales calls. Keyfobs: Honeywell has two-button, four-button and sixbutton remote keyfobs that can be used for arming, disarming and other functions. Buttons can be programmed to activate lights, open/close a garage door or generate a panic or medical alert condition. We even have bi-directional keyfobs that get feedback from the control panel to indicate the action via LED or voice. Additional equipment needed: 5804, 5804BD, 5804BDV, 5805-6, wireless receiver with bi-directional capability “Although the keypad we just discussed is very easy to use many of my clients have told us they would like an even easier way to arm/disarm their system, maybe even from outside the home. Would you agree with that? (WFR) Many clients have also told us it would be convenient to carry a portable panic alarm of some kind around their home. Have you ever thought about that? (WFR) As I have mentioned before, we at (your company) take life safety and property protection very seriously but we also want you to use and be comfortable with your system. So, we have several wireless keyfobs you can add to your system today. You probably have a wireless keyfob for your car, don’t you? Our keyfob has four buttons that we can program for you to arm, disarm or use as a panic alert as well. Would that be of value to you? (WFR) We also offer a slightly larger version you can keep with you or in your car that speaks the status of your system.” 10 AUTHORIZED DEALER GUIDE Selling Lifestyle Enhancements (continued) Video Services: Yet another feature of Total Connect is the ability to view remote video. Up to six cameras can be used with our video controller which is connected via a hardwired Internet connection. Using the same Total Connect login to view their system status via the Internet, the user can select to view these cameras as well. In addition, the video controller can be programmed to e-mail video clips based on certain events. Additional equipment needed: Remote service enabled device, Optiflex video controller, Cameras, iPCAM-WI • “Would you like to be able to view the cameras in your home from a remote location?” • “Would it be beneficial to be able to keep an eye on the children in the outside play area or pool when you are in the house?” • “Would you like the ability to view the cameras in your vacation home or your parent’s house to see if everything is okay?” • “Would you like the ability to monitor your employee’s activity when you are at home or otherwise away from the office?” • “Would it be of value to you to be able to keep an eye on the secure areas of your business?” • “Would it be useful if you were not just notified that someone breached the secure area but that our system send you an e-mail with video clips of that activity?” AUTHORIZED DEALER GUIDE 11 Selling Lifestyle Enhancements (continued) Wireless Keypads: This type of keypad can provide more functionality than a keyfob but is still wireless. These can be added in place of wiring keypads and there are even versions with voice annunciation! A similar script to the selling keyfobs can be used. Additional equipment needed: 5828, 5828V, wireless receiver with bi-directional capability Remote Control: Many people want or even expect to be able to communicate with their security system via the Internet, cell phone or PDA. With the right communications equipment installed, all the new Honeywell and First Alert Professional control panels have this capability. Using our Total Connect service, a user can access their security system via the Internet and use the remote keypad option to view the system status, arm or disarm and even add or modify users. Using the text messaging option, a user can arm, disarm or view the status of their system by sending a secure text message. Additional equipment needed: Remote service enabled device “Mr. & Mrs. Johnson, have you ever left your home and were unable to remember if you armed your system or not?” “Have you ever needed to arm your system when away from your home?” “Would it be convenient to be able to arm your system without having to return home?” “Have you ever left your business and were unable to remember if you armed your system or not?” “Have you ever needed to arm your system when away from your business?” “Would it be convenient to be able to arm your system without having to return to your business?” 12 AUTHORIZED DEALER GUIDE Selling Lifestyle Enhancements (continued) E-mail Notification: Another feature of Total Connect is the ability for the alarm dealer to program the system to e-mail an end-user about specific events. For example, users can receive notification that shows the system was armed or disarmed, that someone has opened the gun cabinet or the liquor cabinet at home, etc. The dealer can program up to eight events to send e-mail notifications to users. Additional equipment needed: Remote service enabled device • “Do you have people who come into and leave your home throughout the day?” • “Would you like to know when your system is armed or disarmed when you are away from home?” • “Would it be important to you to know when your child arrived home from school?” • “Suppose one of your children left the home later, would you want to know about that?” • “Are there sensitive areas in your home that you would like to be notified about if someone entered those areas?” • “Do you worry about someone getting into your gun cabinet, even if that person is not a burglar?” • “Would it be important to you to know when your liquor or wine cabinet has been opened?” • “Do you have people who come into and leave your business throughout the day?” • “Would you like to know when your system is armed or disarmed when you are away from your business?” • “Would it be important to you to know when your employees arrived and departed from your business?” • “Are there sensitive areas in your business that you would like to be notified in case someone entered?” • “Do you worry about employee theft at your company?” • “Do you have chemicals or material areas that could be hazardous to someone’s health?” AUTHORIZED DEALER GUIDE 13 Selling Motion Detectors Today, when we speak about motion detectors it usually refers to either passive infrared motion detectors, microwave detectors or combination detectors called DUAL Technology (DUAL TEC®). PIRs are very popular in security applications because they offer affordable and reliable functionality. The “passive” part of its name refers to the fact that it does not transmit any power from the unit. The “infrared” part means it detects a change in the background infrared level (ambient temperature) of the monitored space. In contrast, a microwave detector is an active device that transmits microwave energy in the monitored space and uses the Doppler effect (or Doppler shift) to detect movement. DUAL TEC® employs both the PIR and microwave technologies to provide reliable detection with improved false alarm immunity for tough commercial applications and harsh environments. PIRs can be selected that have specific applications, such as long range capability, curtain or look down viewing for RTE (request to exit) used on access control systems, outdoor protection and pet-alley lenses. It is very interesting that amongst the top five reasons people say they have not purchased a security system is that they have pets. Honeywell manufactures a wide range of PIRs and DUAL TEC® units in hardwired, V-Plex and wireless versions. The following scripts focus on the new 5800PIR-OD Outdoor Wireless Motion sensor. Residential applications include protecting a pool area, a driveway alert, activating outdoor lighting and/or video system and providing an additional layer of protection for people more sensitive to others looking in windows or stalking. Commercial applications include protecting roof tops, used and new car lots, cell towers and construction sites against copper theft, stores with dark alleys vulnerable to break-ins, etc. Additional equipment needed: 5800PIR-OD Detector, 5881 Wireless Receiver Optional: Remote Service enabled device 14 AUTHORIZED DEALER GUIDE Selling Motion Detectors (continued) Application: Pool area “Mr. & Mrs. Johnson, I noticed you have a swimming pool, you must get lots of enjoyment from its use. (WFR) It must be great on hot summer days. (WFR) According to the U.S. Consumer Product Safety Commission, a child can drown in the time it takes to answer a telephone. We at (your company) take life safety very seriously and have developed a way to help notify you if this situation is about to occur. We have an outdoor wireless motion detector that could help prevent accidents by activating when someone is in the pool area. This could annunciate the indoor keypad(s), indoor sounders, or used in conjunction with Total Connect remote services, could send a message to your cell phone. Would this be a benefit to you?” (WFR) Application: Outdoor storage building “Mr. & Mrs. Johnson, I notice you have an outdoor storage building (shed). It must be handy to have a storage building right in your back yard. (WFR) Would you agree that protecting your stored possessions from thieves would be a worthwhile investment? (WFR) We at (your company) take security very seriously and have developed a way to help notify you if an unauthorized entry situation is about to occur. We have a device that could detect someone entering this area. It could detect an intruder before the storage building is entered, which could annunciate the indoor keypad(s), indoor sounders. Used in conjunction with Total Connect remote services, a message could be sent to your cell phone. Would this be a benefit to you?” (WFR) AUTHORIZED DEALER GUIDE 15 Selling Motion Detectors (continued) Application: Boat “Mr. & Mrs. Johnson, I notice you have a boat parked behind your house. You must get lots of enjoyment boating. (WFR) Would you agree, protecting this investment from theft or vandalism would be a smart decision? (WFR) We at (your company) take security very seriously and have developed a way to help notify you if an unauthorized entry is about to occur. We have an outdoor motion detector that could detect someone entering your boat area which could annunciate the indoor keypad(s) or indoor sounders. This could also be used in conjunction with Total Connect remote services which could send a message to your cell phone. Would this be a benefit to you?” (WFR) Application: Outdoor trash compactor “Mr. or Ms. Johnson, I notice you have an outside trash compactor, this must be a very dangerous machine to operate. (WFR) Would it be of value to you to know when someone is approaching the compactor area to prevent injury or unauthorized use?(WFR) We at (your company) take life safety very seriously and have developed a way to help notify you of this possible situation. We have an outdoor wireless motion detector that could help prevent accidents by activating when someone enters this area. This could annunciate at the indoor keypad(s), indoor sounders or be used in conjunction with our Total Connect remote services which could send a message to your cell phone. Would this be a benefit to you?” (WFR) 16 AUTHORIZED DEALER GUIDE Selling Motion Detectors (continued) Application: Outdoor compressors “Mr. or Ms. Johnson, I notice you have several refrigeration compressors located outside. I imagine that trying to operate your business without them would be difficult to say the least, would you agree? (WFR) I would also imagine that safety would be a primary factor in restricting unauthorized tampering with this equipment. Is that correct? (WFR) We at (your company) take life safety very seriously and have developed a way to help notify you of this possible situation. We have an outdoor wireless motion detector that could help prevent accidents by activating when someone enters this area. This could annunciate at the indoor keypad(s), indoor sounders or be used in conjunction with Total Connect remote services which could send a message to your cell phone. Would this be a benefit to you?” (WFR) Application: Parked service vehicles “Mr. or Ms. Johnson, I notice you have several service trucks parked behind your building. Would you agree that protecting these trucks is a smart investment? (WFR) If we could notify you of unauthorized entry to this area, would this be of value to you? (WFR) We at (your company) take security very seriously and have developed a way to help notify you of this type of unauthorized entry. We have a device that could detect someone entering this area before they have had time to tamper with your trucks. This can annunciate at the indoor keypad(s), indoor sounders or be used in conjunction with Total Connect remote services which could send a message to your cell phone. Would this be a benefit to you?” (WFR) AUTHORIZED DEALER GUIDE 17 Selling Glassbreak Detectors A glassbreak detector is designed to detect breaking glass. Older glassbreak detectors were simple microphones that would activate when hearing glass breaking. These were very susceptible to false alarms. Units that combined shock technology and audio detection reduced false alarms but were restricted in where they could be mounted. Because they needed to feel the vibration as well as hear the glass break, they needed to be mounted on the same wall as the glass being protected. Honeywell’s FlexGuard series of Glassbreak Detectors offer uncompromised performance and unmatched false alarm immunity. The FlexCoreTM signal processor utilizes an Application Specific Integrated Circuit (ASIC) - processing sound data in parallel rather than sequentially. This permits sound frequency, duration and amplitude to be analyzed 50% faster to minimize false alarms while maintaining the highest possible level of detection. Available in hardwired, V-Plex® and wireless versions, Honeywell glassbreak detectors make an excellent first line of defense. Many dealers use the “first line of defense” statement when choosing to sell glassbreak detection. While a motion detector is good, the fact is the intruder must be inside the home or business when the motion detector activates. Glassbreak detectors are typically programmed as a perimeter zone type; therefore, even when the system is armed “STAY,” they are active and ready to detect and annunciate as programmed. 18 AUTHORIZED DEALER GUIDE Selling Life Safety DDG on Demand Volume 13 is dedicated to this concept and goes into great detail describing 12 methods to inject life safety into your sales presentation. You can find this learning module on the Dealer Resource Zone, or you may contact any Honeywell or Dealer Development Group (DDG) representative to obtain a copy for your office. For this guide, we have summarized some of the key points. Many times when we go into a home, people tell us that they are not concerned about their personal safety; they just want to protect their “stuff” when no one is there. They are afraid that someone is going to break in and take their valuables. They have little concern about a criminal in their home other than concern for the safety of their property. As security professionals, it is our obligation to point out that most intruders want to enter and take what they can from an empty house – unseen and undetected. However, we also know that face-to-face confrontations occur. The intruder enters thinking no one is home when, in fact, someone is home or a homeowner enters while a break-in is in progress. Either situation is very dangerous for homeowners. What is even more frightening is the danger of a home invasion – the forced entry by criminals when someone is known to be home. A home invasion is much more dangerous because unlike traditional burglars, these types of intruders want a confrontation, often are very violent and are not rushed to leave your home once inside. We certainly don’t want to scare prospects into buying security systems. But we must give them information on how a security system may help to better protect their family members and “stuff.” AUTHORIZED DEALER GUIDE 19 Selling Life Safety (continued) The following script will show you how to incorporate this life safety message. It can be used somewhere before the walk-through and also works well when you talk about the positive aspects and goals of your company. “Mr. & Mrs. Johnson we will certainly protect all the valuables in your home. We know that you have worked very hard for them and they mean a lot to you. But my company’s highest priority is to protect each member of your family. As a matter of fact, families that we do protect tell us they have a more relaxing vacation knowing their home is protected. Business travelers tell us that they feel better on the road because even though they might be hundreds of miles away, they know that they have taken the right steps to help keep crime out of their homes and away from their family. Parents have discovered that they can really enjoy an evening out together when they know that the babysitter can get emergency help at any time with a touch of a button. And so many of our clients have also expressed a concern about going into an empty house alone. Once their home is protected that apprehension goes away. Last, and this is something Mr. and Mrs. Johnson, we hear over and over again and this is wonderful, they tell us that they sleep better knowing their home is safer than it’s ever been. These are some of the benefits of what we do. Let’s see how we can help you live more safely in your home.” (Conduct Walk-Though) So what is the life safety message? We are showing them that a security system can benefit people in many ways. Their “stuff” will be safer and their family will be safer with a First Alert Professional or Honeywell Security System. 20 AUTHORIZED DEALER GUIDE Selling Life Safety (continued) Selling Life Safety: Fire Safety When we are out in the world talking to residential customers, we learn quickly that most of them have standalone smoke detectors. The purpose of the standalone detector is very simple. When the smoke is detected it will sound an alarm to alert the people in the home that there is a fire. In an attempt to sell monitored detectors, some sales consultants explain, “Unmonitored smoke detectors would be fine when you are home but what happens when you’re not home? Your home could burn down.” Now that argument is persuasive up to a point. But homeowners typically respond by saying, “These are fine - they’ll wake me up! If there’s a fire when I’m out of the house my insurance will take care of it!” We have developed life safety information to help people learn the real difference between the standalone and monitored smoke detectors. Provide your customers our residential or commercial newsletter on smoke detectors. This newsletter explains the difference between a monitored smoke detector and a standalone one. This can be found on Literature XPress in the Newsletter section. Many security sales consultants in the First Alert Professional network test smoke detectors as they conduct the security walk-through as part of their life safety program. It’s not difficult. They could say, “As we move through your home, I will check your smoke detectors to make sure they are working properly.” For more authoritative credibility they could add, “We do this because the National Fire Protection Association tells us that one-third of homes with smoke alarms that experience fires have smoke alarms that aren’t working, and hundreds of people die each year in these fires.” Some carry a wooden dowel and use it to press the battery check button found on most unmonitored smoke detectors. AUTHORIZED DEALER GUIDE 21 Selling Life Safety (continued) Here’s an example. “Mr. & Mrs. Johnson, many people think that they will be able to escape from a fire because they assume that the smell of smoke will wake them up. What they don’t understand, according to the National Fire Protection Association is that the toxic gases created by the fire put them into a deeper sleep. When I learned this in my training to be a security consultant, I was totally surprised. I thought I’d smell the smoke or feel the heat or something would break and I’d hear the noise and simply walk out of my house. But what I thought would happen was not just wrong – it was the exact opposite of what actually happens! The toxins created by the fire put people into a deeper sleep but even if they somehow managed to get up from that deep sleep they would be totally disoriented because of the toxins and thick smoke. Firefighters tell us that people are often found in closets, stairwells and laundry rooms because they thought they were exits. What does this mean in terms of life safety? It means standalone smoke detectors may not wake you up! Let me tell you what a monitored smoke detector does. First of all monitored smoke detectors are part of a system. When a monitored detector senses smoke, the signal is immediately sent to the security system which quickly turns on all the sirens in your home, regardless of where the fire started, to give you the best possible early warning. At the same time, the system sends a fire emergency signal to the central monitoring station to get you the help you need. It is very important that you understand even when your security system is not armed, our monitored smoke detectors continue to function and will detect fire. Do you see the difference in the way standalone detectors work and how monitored detectors work? With a monitored system, all of this happens automatically. There is nothing that you have to do. That means if a fire breaks out in your home, help is on the way. Even if you are in a deep sleep and can’t get up; even if you are disoriented and cannot find your way out; even if you are overcome by smoke or heat and even if you cannot reach the phone for any reason, help is on the way automatically! And of course if a fire strikes your home while you are on vacation or at work or simply out for the evening, help is on the way – even when you are not there. So Mr. & Mrs. Johnson do you see how monitored smoke detectors would greatly increase the level of fire safety in your home? (When they say ‘yes’ say) As we move through your home I will point out the areas that would be recommended for monitored smoke detectors.” In each of the preceding examples, the sales consultant communicated a life safety message. This is an example of the give and get philosophy of selling. When you give something valuable – you often get something in return. This can go a long way to closing the sale and getting referrals. 22 AUTHORIZED DEALER GUIDE Selling Life Safety (continued) Selling Life Safety: Carbon Monoxide (CO) Many people have heard of carbon monoxide but may not be familiar with the dangers. First of all, carbon monoxide is an odorless, colorless, tasteless and HIGHLY TOXIC gas that results from the incomplete burning of fossil fuels. In other words, when fuels such as wood, propane, gasoline, charcoal and oil are burned with insufficient air, excessive CO is produced. This can happen when flame-fueled devices malfunction or aren’t properly ventilated. Carbon monoxide sources can be found throughout any residential or commercial dwelling, including homes, hotel rooms, dormitories, schools, hospitals, day care centers and auto garages. The most common sources include car exhaust fumes, charcoal grills, clothes dryers, gasoline engine powered tools, fireplaces, hot water heaters, furnaces, space heaters, ovens, lanterns, lawnmowers, pilot lights, portable generators and tobacco smoke – just to name a few. Carbon monoxide is harmful in low concentrations over a long period of time or in large amounts very quickly. Large amounts of carbon monoxide can overtake a person in just a matter of minutes without warning, causing them to lose consciousness. It is recommended that carbon monoxide detectors be installed within 10 feet of sleeping areas or inside if the area contains a fuel burning appliance. They belong on every floor of the home or building, near flame fueled appliances but not closer than 10 feet and away from vents and the reach of children and pets. Please refer to the specific product details for additional installation tips. You may provide your customer with our carbon monoxide newsletter which educates on the dangers of carbon monoxide. You can locate this newsletter in Literature XPress in the newsletter section. You may also customize a carbon monoxide postcard which can be found on Promo Builder. AUTHORIZED DEALER GUIDE 23 Selling Life Safety (continued) Carbon Monoxide Residential Script: “Mr. & Mrs. Johnson, as we look around your home, I’ll ask you a few questions. Have you ever had a problem with Carbon Monoxide or heard of any problems with CO in the area? No? That’s surprising, according to the Journal of the American Medical Association (JAMA), Carbon Monoxide is the leading cause of accidental poisoning deaths in America. 1,500 people die annually due to accidental carbon monoxide exposure, and additional 10,000 seek medical attention. In the Ohio Valley in 2009, there were a large number of deaths from CO poisoning after an ice storm that destroyed the power lines for several weeks. I see that you have a gas furnace, a gas range, a gas clothes dryer and a gas water heater, does that concern you at all? Let’s do this…I’ll add a Carbon Monoxide Detector into our proposal, one for each level of your home. I see you park cars in your garage. Of course protecting yourselves from CO in the garage would be important to you. I’ll add a Carbon Monoxide detector for the garage into our proposal as well.” Carbon Monoxide Commercial Script: “Mr. or Ms. Johnson, as I do a risk assessment of your business, I’ll ask you a few questions. Have you ever had a problem with Carbon Monoxide or heard of any problems with CO in the area? No? That’s surprising, according to the Journal of the American Medical Association (JAMA), Carbon Monoxide is the leading cause of accidental poisoning deaths in America. 1,500 people die annually due to accidental carbon monoxide exposure, and additional 10,000 seek medical attention. In the Ohio Valley in 2009, there were a large number of deaths from CO poisoning after an ice storm that destroyed the power lines for several weeks. I see that you have gas heat, and a gas water heater, does that concern you at all? Let’s do this…I’ll add a Carbon Monoxide detector into our proposal, one for each level of the facility.” 24 AUTHORIZED DEALER GUIDE Selling Life Safety (continued) Selling Life Safety: Additional Life Safety Materials First Alert Professional has created many additional sales and marketing tools that reflect the life safety theme. In addition to Fire Safety materials there is information on Poison Safety, Personal Safety, Home Invasion Safety, Identity Theft, Internet Safety and Cyberbullying. Sales consultants can use this information on sales calls as well. It would be especially effective when you know that there are young children in the family. Find a place to use it early in the sales call such as during the social warm up. It also works well when you talk about your company and First Alert Professional. These brochures encourage and promote life safety by presenting educational information and tips to families. We recommend you that you read these brochures thoroughly to become more knowledgeable and more persuasive in your discussions. You may also want to consider using our Internet Safety DVD. Hosted by Lauren Nelson, Miss America 2007, this DVD offers three videos that cover Internet safety, cyberbullying and social networking sites. Educate families on Internet Safety by sharing these important videos with them. And remember, your commercial customers have employees who own homes and have their own families. Use these booklets with commercial customers as well. It can also help you! It sets you apart from your competitors because you will be perceived as a different kind of sales person. Selling Life Safety: Using Materials on a Sales Call How can you use these life safety materials on a sales call? Simply giving prospects the booklets may have very little impact, if any. We suggest you offer these booklets as a gift from your company, but before you hand it over, talk about some highlights first. This gives you the opportunity to show that you are a different kind of sales person. It also helps to build a relationship with your potential customers as you share some very important life safety information with them. AUTHORIZED DEALER GUIDE 25 Selling a Voice Siren Driver The primary function of an alarm system is to detect, annunciate and communicate. Systems provide annunciation through the keypads and by installing additional sounders, strobe lights or other devices that cause lights to go on or flash. Most dealers install a siren which will yield a steady tone for burglary and a pulsing tone for fire. A more effective method is to install a voice siren driver that will announce in English or another language exactly what condition exists. Residential Script: “Mr. & Mrs. Johnson, earlier we were discussing fire preparedness and how important it is for your family to be awoken and alerted in the event of a fire in the middle of the night. Most security companies simply use the same siren for both fire and burglary notification which makes it very difficult to determine whether you are experiencing a fire or a break-in, especially in the middle of the night. Instead we can install a siren that actually announces that there is a fire or burglary, that way your family will know exactly what to do. Is that a feature that you think you’d like to have? (WFR) Mr. & Mrs. Johnson, as we discussed earlier it is important to design, practice and review a fire escape plan so that your family will know exactly what to do in the event of a fire in your home. I have designed a system for you that includes monitored fire protection that will locally sound a loud siren to notify your family of a fire emergency and wake them up if they’re asleep. Some studies have shown that children, even those as old as 15 and 16, do not hear the sound of sirens when they are asleep and fail to wake up. However, tests have shown that they wake more readily to the sound of a voice. As an alternative to a standard siren we can install what is called a voice driver that will loudly announce the fact that you have a fire emergency. This will help in two ways. First, your children are more likely to wake up when prompted by a voice. Secondly, because they know that it is a fire emergency, they are more likely to put into action the fire escape plan that you taught and practiced with them. I think this is an upgrade that makes sense, don’t you? (WFR) (script continues on following page) 26 AUTHORIZED DEALER GUIDE Selling a Voice Siren Driver (continued) Mr. & Mrs. Johnson, together we have designed a system that will protect your family in the event of both intrusion and fire. There is one additional thing that I would like you to consider. Depending on what kind of emergency occurs, fire or burglary, your family will need to take different actions. For instance, if there is a fire in the middle of the night you would want your family to follow your fire escape plan. That might actually involve a route through the inside of your home depending on the source of the fire. If an intruder broke into your home in the middle of the night, running through your home is the last thing you would want a member of your family to do. They might actually encounter the intruder which could be a very dangerous situation. More likely you would want to protect yourselves by locking/barricading yourself in your rooms until help arrives. Most companies just install a standard siren for notification which does vary the sound somewhat depending on whether you are experiencing a fire or intrusion, but is still difficult to recognize the difference, especially in the middle of the night. Instead we recommend something called a voice driver. In the event of a fire it will actually repeatedly announce “Fire, leave immediately”. If an intrusion occurs it will say “You have violated a protected area, the police were called, leave immediately”. It would be abundantly clear to your family what kind of emergency was occurring and they could take appropriate action. We believe that this kind of notification makes your family much safer. Wouldn’t you agree?” (WFR) AUTHORIZED DEALER GUIDE 27 Selling a Voice Siren Driver (continued) Commercial Script: “Mr. or Ms. Johnson, together we have designed protection that I believe meets your needs. In addition to the dispatch of authorities in the event of a break in, this protection will sound a very loud siren at the premises to let the intruder know that he has been detected and to let anyone in the vicinity of your building, including the police, know that a crime is being committed. There is something that I would like you to consider though. In today’s world there are so many sources of sirens that sometimes people don’t pay as much attention to them as they should. For instance, car alarms can sometimes sound very similar to the sound a burglar alarm makes and as a result some people may dismiss it. As an alternative we often provide our customers with what is called a voice driver. When we include that with your system, instead of a standard siren sound, your system will announce “You have violated a protected area, the police were called, leave immediately”. It is much more disconcerting to the criminal and anyone in the area knows that this is not a car alarm or emergency vehicle. It makes sense to include that with your system, don’t you think so?” (WFR) Note: Because of national and local fire regulations it is highly unlikely that a voice driver solution will be used for fire applications in the commercial market. Therefore we have left out any reference to commercial fire situations. 28 AUTHORIZED DEALER GUIDE Selling Communications Honeywell has long been focused on providing leading-edge communications solutions for the security industry. Alternative communication methods are critical in the marketplace due to a multi-generational migration from POTS (the Plain Old Telephone System) to the use of VoIP (Voice over Internet Protocol) and/or cell phones only. In addition, many people want to receive more information from their security system and expect their security providers to be the leaders of this technology. Honeywell's AlarmNet has been the nationwide leader in alarm communications technology since 1986. A reliable alternative for the transmission of alarm signals, our radio network provides extensive coverage in the United States and Canada. AlarmNet is a family of communication services designed specifically for the security industry. There are presently four types of network services available that utilize two different fundamental technologies. The most popular services are AlarmNet-i and AlarmNet-G. Honeywell's AlarmNet-i gives you the opportunity to offer all of your commercial and residential customers an incredibly secure, flexible Internet monitoring and VoIP solution. It provides fully encrypted communication, works seamlessly behind firewalls and installs in minutes by alarm technicians with minimal networking experience. The growth of broadband use in homes and businesses has increased the viability of Internet communications for security. In addition, digital radio networks are the future of cellular communications. The AlarmNet-G network was developed to support new digital technologies and services which were replacing analog networks. Our new family of groundbreaking products utilizes GSM (Global System for Mobile Communications) technology, which was designed specifically for digital wireless communication. We have incorporated GSM’s two services–GPRS (General Packet Radio Service) and SMS (Short Messaging Service)–into our products. This enables you to offer your customers enhanced features such as remote control, alarm notification to a cell phone and provides you with such cost reducing features as uploading and downloading to control panels without the need for traditional telephone lines. Many people in the alarm industry still think of these alternate communication methods as “back-up”. With the rapid transition to VoIP, and the fact that your monitored customer can make a change to remove their POTS line at any time, why not install alternate communications equipment now as the primary method of communication? AUTHORIZED DEALER GUIDE 29 Selling Services When installing a new AlarmNet Internet and/or GSM communications module you have the opportunity to also sell additional services. Total Connect is an AlarmNet service that allows your customer to access and control their system remotely via the Internet or Web-enabled device (cell phone, PDA), receive e-mail notifications of certain events (system disarmed, stock room door opened), view live video remotely via the Internet and receive e-mail of video clips triggered by certain system events. To understand the full breadth of capabilities, please ask your Honeywell representative for a copy of the Total Connect Application Guide. Here we will highlight a few key features of Total Connect: Remote Control: Many people want or even expect to be able to communicate with their security system via the Internet, cell phone or PDA. With the right communications equipment installed (GSM or iGSM), all the new Honeywell and First Alert Professional control panels have this capability. Using our Total Connect services, a user can access their security system via the Internet and use the remote keypad option to view the system status, arm or disarm and even add or modify users. Using the SMS option, a user can arm, disarm or view the status of their system by sending a secure text message. E-mail Notification: Another feature of Total Connect is the ability for the alarm dealer to program certain events that would notify the end user via e-mail. These e-mails can show the system was armed or disarmed, someone has opened the gun cabinet or the liquor cabinet at home, etc. Up to eight events can be programmed by the dealer to send e-mail notifications. 30 AUTHORIZED DEALER GUIDE Selling Services (continued) Video Services: Yet another feature of Total Connect is the ability to view remote video. Up to six cameras can be used with our video controller which is connected via a hardwired Internet connection. Using the same Total Connect login to view their system status via the Internet, the user can select to view these cameras as well. In addition the video controller can be programmed to e-mail video clips based on certain events. Honeywell offers wired/wireless IP cameras than can provide remote video access. The ability to provide these services for your clients accomplishes several important things. It shows your customer that you are a leading edge technology company and are ready to provide a complete solution to satisfy their life safety and lifestyle needs. AUTHORIZED DEALER GUIDE 31 Summary Meeting your company’s objectives may be a bit more difficult to achieve in the changing world we currently live in. The tips provided in this guide are suggestions on how to help you increase the content of every sale. Although this document covers many topics, certain situations can arise that have not been covered in this guide. Those cases will require immediate and individual attention. If for any reason you have a question on any of the topics, or this guide in general, please be sure to contact any Honeywell or Dealer Development Group (DDG) representative for assistance. 32 AUTHORIZED DEALER GUIDE Notes AUTHORIZED DEALER GUIDE 33 First Alert Professional is a Honeywell Company, an industry leader in security technology and a name you can trust. First Alert Professional Security Systems and Honeywell authorized dealers is the largest independent network of security dealers throughout the United States, Canada and Latin America. Twenty years since its inception, the network continues to grow with the most experienced and prominent dealers in the security industry. July 2009 FA/SELSTUFGDB © 2009 Honeywell International Inc.
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