As a home security company, you not only have to stand out in the crowded field of smaller competitors, but also against large security companies like ADT. The latter can be a big challenge, because ADT has a well-known brand and deep pockets.
However, becoming legitimate ADT competitors in home security is possible with the right approach. To become ADT competitors, your home security team should take the following 5 steps:
1. Adapt to modern technology
Modern technology is here to stay, and you should take advantage of it. New security technologies can be used to make your services more convenient and reliable for home owners. In addition, your smaller size gives you the mobility to adapt to the latest home security technologies faster than a large company like ADT can.
2. Create monetary value for all of your home security services
One of the primary factors that home security customers will consider is price. While yours does not have to be the lowest, you do have to compete. Otherwise, your home security company will be crossed of the list of potential services before you even get a serious look.
This does not mean that you should simply offer the lowest price. Instead, look at the pricing of security companies like ADT and make yours competitive. Also, be sure to scour the details of their service offerings, as there are often caveats in their packages that make their prices more expensive than they appear. Armed with these details, you can better educate your customers about the real cost of each service.
3. Outdo ADT in customer service
Large corporations are notorious for having poor customer services. This is largely due to the fact that it is difficult to manage a high-quality large customer service network within a reasonable cost.
Your smaller home security company, on the other hand, has the advantage of being able to thoroughly train each of your customer service representatives, as well as fully respond to customer needs in a human way.
For example, simply having a real human pick up when they call you will be a pleasant surprise for people who are fed up with having to fight with automated telephone systems to get help.
4. Create a brand identity
What makes your security company special? Is it the fact that you are always ahead of the competition in security technology? Do you specialize in fire safety? Regardless of what makes your security company unique, you should make this a part of your brand identity to stand out from the competition.
5. Constantly develop and motivate your sales team
Even after you have done all of that work to make your home security solutions feel like an enticing alternative to ADT and other large companies, there is no guarantee that a home owner will invest in your services. This is where your sales team will come in. In order to increase your sales team's ability to close, you must constantly motivate and educate them.
For motivation, look beyond monetary incentives (although these are great). Ensure that your sales team believes in your brand and is confident in their ability to show home owners why you are great ADT competitors.
Your sales development program should include regular updates about your home security technology, as well as sales tips and tricks to prepare them to set up sales and overcome objections.
Being a smaller home security company than ADT can seem like a disadvantage, but by taking the five steps discussed above, your company can become true ADT competitors.
Photo Credit: ADT