Alarm Dealers

The Experts Know! Where Alarm Consumers Become Empowered With Expert Knowledge

ALARM DEALER TRAINING

Existing Alarm Dealers: Are you prepared to do what it takes to bring your dealership to the next level? The Experts Know! can help you get it done.

Training & Development

Our mission is to enable quality alarm dealerships to increase productivity and performance through field proven training methods. Our In-Company training solution is all about your organization. We can work with you to identify your individual and company wide training needs to deliver a course that meets your needs. Informed consumers deserve well-trained quality alarm dealers. Make sure your people have the right skills to make your strategy happen.

210 Commercial Ave. Anacortes, WA 98221 | Phone: 360.588.2120 | Toll Free: 866.421.3588 | alarms@expertsknow.com

Alarm Dealership Training & Consulting

When it comes to realizing success in an industry that’s been around as long as ours has, we are constantly looking to set ourselves apart from our competitors.

Our first inclination is always to re-invent the wheel.

To achieve the results you are looking for, you would be better off to pave the road!

As we have traveled the country helping alarm dealerships grow, we have been contacted by many existing and startup alarm companies, asking if we have a program available that they can review and study at their own pace.

Experts Know! has always found this to be a great concept and began the major undertaking of creating a comprehensive course that can be easily assimilated over two years ago. This course is now ready to support the dealers that need it.

Our comprehensive training program has proved to be easily repeatable as the dealers that have adopted these methods have experienced instant success in recreating these highest in the industry standards.

Take a look at the many modules that are in the course listed below and remember that these concepts were not developed by some pencil pusher, but have been field proven by a team of some of the best in the industry. It is also important for you to know that we don’t just tell you about these methods but also take the time to teach you how to learn and perform each.

This is the most complete course ever created for our industry and you will find it both affordable and exactly what you were looking for.

Determine your training needs (Startup or Existing Alarm Company)

Standards that have been set (Accomplishments in Numbers)

What dealers are saying about Experts training program

Field Proven Training Modules

Proper Dealer Training Order

Explanation of the “Month to Date” and “Annual Reports” (Managers Crystal Ball)

Explanation of three currently reproduced models (Repeatable Program)

Full “Annual Report” of an active division using our business model

90 Day startup report of a new alarm company using our program

All costs and funding recovery model of a "from scratch" 90 day startup, that took on our Experts Know! training program

30 Day report of an existing alarm company that adopted our program

Complete management structure for a promotional alarm dealership

Example startup tasks for a new promotional sales division

Identifying types of successful candidates for employment

Suggested pay programs for a promotional sales manager

Daily responsibilities of the sales manager

Sample classified ads for attracting effective candidates

Suggested pay programs for promotional sales representatives

Suggested pay programs for a phone room leads manager

How to comply with the National “DNC” (Do Not Call List)

Example of actual leads produced and manpower needed to reproduce it

Suggested pay programs for phone room appointment setters

Field proven “Telemarketing Script”

Psychology of performing an effective telemarketing appointment

Confirmation programs for highly workable leads

Sample filled out lead distribution card

Suggested pay programs for the installation department manager

Responsibilities of the installation manager

Suggested pay programs for installers

Explanation of a “Quality Assurance Checklist” for installations

Example “Quality Assurance” checklist

Inventory controls for equipment stock and supplies

The “Fix Department” (Creating accurate paperwork)

Daily accountability and team building meetings

Ten day sales representative training schedule

Eight (8) steps to a quality sale

Psychology of a properly done “Door Knock” sale

Body Language for “Door Knock”

Door Pitch (Field proven, deft, highly effective)

Creating the “Greed”

"Cost Analysis” verbiage and psychology

Sample layout of a properly constructed “Cost Analysis”

Creating the “Need”

Explanation of a properly constructed “Book Presentation”

Understanding and removing the seven (7) possible objections

Constructing a proper “Walk Through” (System Design)

Creating possession of the system during the “Walk Through”

Sample Security Evaluation

How to create a “Residential Referral Program” that works

Sample RRP (Residential Referral Program) fill out sheet

Explanation of a “Pre Pay” discount program

Example “Pre Pay” breakdown sheet

Creating an RCP (Residential Canvas for Leads Program)

Sample RCP (Residential Canvas for Leads Program) fill out form

Creating a Door to Door “Safety Information” campaign

Example “Security Tips” form to be used during “Safety Information Campaign”

Sample certificate for “Insurance Discount Request” to pass on to clients

Example of “Referrer Payment Request Form”

Loading a payroll and commissions database

Explanation of commission bonus requests

Sample “Extra Commission Request” form for payroll controls

Example “Promotional Sales Price List”

Individual Goal Setting

Examples of “Motivational Bonus Contests” for your sales team

Example “Bonus Contest Payment Request” tracking form for managers

“Paid Time Off” (PTO) program eligibility

Sample motivational “Monthly Sales Board” and its controls

Sample “Daily Sales Log” form for managers and owners accountability programs

Example of a filled out “Daily Sales Log” form

“Month at a Glance log” for aiding the sales manager in daily lead distribution decisions

Example filled out “Month at a Glance” log

Training the Trainer notes Day 1

Training the Trainer notes Day 2

Training the Trainer notes Day 3

Training the Trainer notes Day 4

Training the Trainer notes Day 5

Blank Monthly Sales Report (Computer Ready)

Blank Annual Sales Report (Computer Ready)

All Control Forms (Computer Ready)

Choosing between Independent or Authorized Dealer Programs

SDM’s listing of Authorized Dealer Programs and contacts

Startup Dealer?

So you want to own and operate an “Alarm Company”.
What is your plan of attack?

There are an immense amount of things to consider once you choose to enter the electronic security and alarm field as your next business. In my experience, the people who take this endeavor on, are coming from careers as alarm installers or have a great amount of engineering experience.

What attracts a person to the alarm industry and makes them want to run their own alarm company are usually the recurring revenues from monitoring. There is a great amount of money to be made in the monitoring side of the business. Many also find the industry to be somewhat recession proof as it is a product that is both needed and accessible to all, no matter what their financial status might be.

Alarm installers have an advantage over many that open an alarm company. I equate it to opening a restaurant, you can have the nicest dining room in town and the best service in place as well, but if the chef is no good, your restaurant will fail.

Installation is the one side of the business that controls the quality of all other aspects. As with most things, when you sub work out, you will sacrifice quality unless the owner of the company comes from an alarm installation background and can supervise and train other installers, to maintain the highest standards of the industry.

Many municipalities and state governments have extensive licensing and background check requirements to operate or even work for an alarm company. Other states require minimum experience and their licensing is as informal as getting a permit. A good starting point to research these requirements would be to contact the (national) NBFAA or (your state) burglar and fire alarm association.

When you decide to build an Alarm Company from the ground up, there are many considerations that one must take into account. As there are few places to turn where all the needed information is under one roof, you may find yourself speaking to many experts in individual aspects of business and alarm company operations. After a great amount of information is gathered, you can then begin to put the puzzle together.

The inherent problem with this approach is that the information taught by one was not designed to flow with the information taught by another, and you end up putting out many fires, at a time that you should be learning how to prevent them.

Here are just a few of the questions you should be asking yourself at the beginning stages of starting your alarm company:

*Do I join an alarm dealership program or run an independent alarm company?

*How will I set up administration for the daily operations of my alarm company?

*What should I pay all the crucial positions?

*How does the paperwork flow from sales, to alarm install, to administration?

*What numbers should I target and expect?

*How is my alarm sales department structured?

*How is my alarm installation department structured?

*How do all of these positions get managed productively?

*What equipment should I sell and install?

*What is normal industry pricing?

*How do I find potential customers?

*How do I efficiently convert these people into clients?

*Who does the monitoring of these alarms?

*How do I hire for all the necessary departments?

*How do I train them and make them accountable to success?

In order to fully understand your options and be able to make decisions that will be both financially beneficial and easily assimilated, you should seek expert advice and training from a singular source if at all possible. This way the programs you learn are designed to interact with each other.

Below is a list of the training modules that you will need to learn in order to complete the picture and compete in our field.

Hiring- A sales manager is only as good as their ability to hire new employees. Learning to hire quality employees is multi- faceted endeavor with an emphasis on time management. Seek out the best concepts in ad writing, ad placement, cost controls, ad calls, interview process, time management and employee retention.

Training- Buildings that last the longest are built on the most solid foundations. New hires are evaluating their future with the company on their ability to learn the job as quickly as possible, and to make themselves productive members of a team. Experts will teach you methods of training, and help you add structure and accountability to your in house training programs.

Scheduling- Understanding time management and scheduling, allows you to get the most out of each day without sacrificing or delaying other tasks. A manager must be able to perform all necessary roles without the sinking feeling of never being able to catch up. An employee must be able to attend training and meetings and still be able to use the available workday productively.

Pay Plan- Experts will introduce you to some of the most cutting edge and motivating pay-plans in the industry. If your pay and commission structure is not consistently benefiting the company and its employees equally, it is time to learn about alternative concepts.

Time Management- Explore how all the necessary growth in your Management, Sales and Marketing divisions can be accomplished, taught and maintained on a daily basis, while affecting your bottom line positively from day one.

Accountability- Accountability programs are controlled by both supervisors and the employees that are holding themselves accountable to the highest standards. Learn how to make these programs work for all parties involved. When accountability programs are administered improperly they will create the perception of baby-sitting. When done properly they will provide pride in workmanship, a feeling of accomplishment, and job security.

Reports- Accurate and comprehensive daily record keeping and periodic reports to teammates and officers of the company will keep all players on the same page. Experts can help you design a custom database that will take minimal time for a team manager to maintain. Experts will teach you how to share this information with your superiors and employees alike. A comprehensive daily report is a “Crystal Ball” and will guide your individual training needs.

Forms- There is no need to reinvent the wheel. Experts have a complete database of the forms necessary to maintaining daily training and record keeping in our industry.

Lead Runners- Develop your lead runners as specialists in the art of the first visit close. All aspects of lead runner’s daily requirements are taught, from time management to the actual processes of:

Rapport.
Body Language.
Equipment Presentation.
Product Knowledge.
Cost Analysis.
Creating the Greed.
Creating the Need.
Assumption.
Walk Through.
Creating Possession.
Take-Away’s.
System Design.
Parts Sales.
Pre-Pays.
Paperwork.
Cancel Killers.
Self-Generating. (Sales without leads)

What Are Alarm Company Owners Saying About Experts Training?

Watchdog Security Services- California:

I greatly enjoyed our training with “Experts Know!” and I look forward to continuing both our friendship and business relationship. The few days that we spent together last week have made a definite impact on our business and how I look at it. My management team and I are both very excited about the future and in knowing that we have such a wonderful resource in you to help Watchdog grow and continue to make a difference in people's lives.

Guard Dog Alarms- California:

After spending months of unsuccessfully researching programs that could help bolster sales and keep us competitive, but would not interfere with our promise of uncompromising customer service, we finally found Matthew and Experts Know! His three day consultation has changed not only the direction of our sales department but our whole company culture as well. We have a comprehensive plan of action so innovative that every level of our organization is primed to achieve more success then we could have ever imagined!

HomeStar Security- Washington:

After a two day consultation with Experts Know it became obvious that this would be how to bring our business to the next level. Since we have taken on Experts training program as designed and enjoy ongoing training and outstanding growth. Matthew is always there for us as we grow and questions develop. We are very excited about the new direction our company has taken since training with “The Experts Know”.

SOS- Oregon:

We have had corporate trainers in before and were looking for something different when we called Experts Know. After a very thorough discovery of existing conditions, Matthew designed a training program that is exactly what I was looking for. The employees all reacted in a very positive manner to the 4 day session, as they all learned more than expected and developed new tools that will make work more effective. I am very happy with the training received.

Liberty Alarm- Pennsylvania:

We worked with Matthew and Experts Know to develop a comprehensive business plan and promotional division for our existing company. The training received was complete down to every detail and covered every aspect of building our new department. We have been very successful at implementing what we have learned. Matthew is an extremely thorough trainer and his ongoing support and concern for our company is unprecedented. We will work with Experts again for all of our training needs.

ISS- New York:

We were sitting on an authorized dealer program as an addition to our main business and doing very little with it. After receiving training from Experts Know our business has taken new direction. I wouldn’t be surprised if it soon becomes our main department. We thank Matthew and Experts Know, for setting us straight on how to properly market our alarm product.

Protective Systems- Alabama:

I’m a startup alarm company and have been researching and developing my business plan for months now. After a two day session with Experts Know I now have a new direction that is easily executable and will set me apart from the existing companies in my area. Matthew is an outstanding trainer and I’m so excited about what I have learned that I am having a hard time sleeping. Training with Experts Know was exactly what I was looking for.

Security Alarm Dealer,

The Experts Know! Alarms, specializes in consulting authorized dealership programs and independent dealers, on how to take your sales and marketing programs to a level that you did not know you can achieve.

I have been successfully involved in our industry on every level for the past 22 years. Eight years ago I took on a position as sales and marketing director with an authorized dealer program in Denver, Colorado.

During my employment there, I have realized levels of customer satisfaction, production and consistent achievement that only the top dealers in the nation could appreciate.

I specialize in bringing your sales and management teams to a new level of skills in hiring, training, accountability and growth charting with daily reports and the creation of a politics free work environment with very little turnover.

I also am a master sales trainer and can teach you how to bring your promotional and sales representatives to a consistent:

* 35+ sales per month per representative.
* 75 % or better first visit closing ratio.
* Under 10% cancels.
* 40 % + self-generated sales (without leads)

The promotional representatives I have managed over the past 8 years have all been able to boast a $70,000.00 to $100,000.00 salary in their first year of employment.

Here are some of the things I have accomplished in short order for my last employer and what I would like to do for you if you are looking to grow your company.

* Hire and training for all sales representatives
* Outstanding employee retention ratios.
* Daily training and motivation (All Teams)
* Consistent 75% + representatives closing ratio on first - visit.
* Creation of leads, canvas, customer renewal, exhibition
- and creative marketing teams.
* Design and facilitation of accountability programs and
- reports.
* Increased sales from 100 to a dependable 450+ per month.
* Increased monthly upgrade sales from non-existence to
- over $25,000.00
* Average 35 sales per month per rep. with less than 8%
- cancel ratio.
* Trained and motivated leads team, to self-generate 40%
- of their sales.
* Design and disbursement of monthly bonus programs.
* Removed 99% of office politics from my team members.
- (nice work environment)

These are just a few of my everyday responsibilities. Could I be of service to your company for a productive consultation? Please contact me so that we can visit.

2008 Training and Consultation Rates

Includes transportation and lodging for in house consultations

Complete comprehensive dealer training course:

This course covers A to Z organization structure and marketing training for both startup and existing alarm companies. Look at our training course table of contents to see all that is included. This is a one of a kind course and you will find it to be exactly the information you have been looking for. It even includes forms for record keeping, marketing and accountability programs, ready for employee use and addition to your hard drive data base.

$950.00

Three days consultation and training:

Training takes place at your place of business from 09:00AM to 04:00PM on any three consecutive days of your choice. I typically spend the first day with owner and management team creating structure and designing your training plan. The second and third day, I work with management and employees on methods of effective marketing and accountability programs.

This consultation gives you the structure needed to form your promotional team and training structure. The manager will have all the concepts and information needed, to study and train his/her team to expected levels. It is our most popular consultation and includes transportation and lodging. The cost is your complete price.

Any US State: (With pre- purchase of dealer training course) - $3,100.00

Any US State: (Without pre- purchase of dealer training course) - $4,050.00

Five days consultation and training:

The same as our three day consultation listed above, with the added benefit of two additional days of management and team training. This allows less self study time by the manager as they will personally be instructed on every level of our marketing and accountability programs.

Total Cost- $6,400.00

Ten days consultation and training:

The same as above listed consultations with two complete weeks of training. This two week session allows me to work along side with your management team in development of your promotions team to field readiness in all aspects of their job description. Managers will be able to easily continue with training and accountability programs as they will already be set up and producing results.

Total Cost- $12,000.00

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Questions?

The Experts Know! Alarms
210 Commercial Ave.
Anacortes, WA 98221
360-588-2120

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About the Author

Matthew is a 23 year veteran of the alarm industry. He has served as an installer, salesman, licensed alarm company owner, monitoring station designer and the promotions and marketing director with one of the world’s largest security firms during his career.

Since founding “The Experts Know!” he has traveled the country training existing alarm company owners and startup dealers as well, on the solid and field proven training they need, to create numbers that they have only dreamed of in the past.

Many have requested an opportunity to get a copy of the program for self study as they develop their businesses. After two years in development this course is now ready to support the dealers that need it.

His comprehensive training program has proved to be easily repeatable as the dealers that have adopted these methods have experienced instant success in recreating these highest in the industry standards.

Motivation- Learn the methods for team motivation which include employee acknowledgment programs, bonus programs, team display boards and most important, earning genuine loyalty and respect as a manager.

Bonus Programs- Explore new concepts for employee bonus programs that work in conjunction with production growth, without becoming expected and repetitive. Learn how to create the budget for these programs and manage them from request for funding to distribution of bonus awards.

Meetings- Productive team meetings are a privilege and something to look forward to. Are your employees seeing the opportunity to get together with teammates and grow as positive? If your answer is anything less than an exuberant YES, you should be looking for methods of creating positive and constructive team meetings.

Goal Setting- Individual goal setting is the most important tool a quality sales manager has at their disposal, for growing a consistent and loyal employee. It allows you to get to know an individual’s hopes and dreams on a personal level, while helping them to accomplish the steps necessary to success. Experts can review any existing goal setting programs or concepts that you have in place and suggest alternative ways to manage this program.

Lead Production- Explore field proven programs that have been created to increase your dealerships lead production. Residential Referral Programs, Canvas Lead Production, Exhibition Lead Production and Preferred Partner Programs are a few of the methods that should be learned.

Protocol-Consistent handling of each possible situation creates accountability. Learn to teach employees how to report in on all aspects of daily work. Teach employees how any breach in protocol will be recognized and addressed in a constructive manner.

Canvasser’s- Masters of the doorstep with proficiency in all the modules above. Teach your canvasser’s not to burn doors, and to stop turning their jobs into door to door sales. An effective canvasser should speak to only four homeowners to put two on paper. This is taught through constant roll playing and attitude adjustment in the arena of creating opportunity. Explore field proven methods of converting your canvasser’s into an elite team of productive experts with a high quality of life as a reward.

Telemarketing- Time tables, concepts and controls for development of an in house telemarketing department for creation of sales and promotion leads.

I have only begun to scratch the surface of all the things that need to be considered when opening an Alarm Company. Set yourself a consultation with an industry expert that can help you decide on the complete structure. This way your chosen path will have continuity and flow, while saving you time getting to where you are going as a competitor in a complicated but lucrative venture.