BD01 | Overview & Goals

“They won’t do the work.” “They won’t commit the time.” “They won’t follow up.” “They aren’t into book ‘larnin.” “They think they already have it covered.” 

Who’s “they”? You! (Well, not you… you’re actually here doing the work and putting in the time.) So then who’s “they”? The majority of security companies and their salespeople. Who made these statements? Some (but certainly not most) security industry leaders when I introduce them to the concept and vision of the SST program. 

And you know what? I completely agree with them! I fully understand and tell them that I expect only 5 to 10 percent of security companies and their marketing and sales teams to register for this program. And you know what? That’s perfectly fine by me. (I’m happy to report the early registration percentages show those numbers are actually much higher.)

For one thing, especially given the rapid changes in our industry (including some significant external threats), I believe it’s time to “thin the herd” for the benefit of our industry as a whole.

Frankly, in my opinion many security companies shouldn’t be in this business. The ones who say things like, “I don’t want to proactively contact my customers. They might have problems they want me to fix”  or “I’m not training emergency contacts. That’s my customer’s job!”

Those guys need to go do something else. If I can help hasten their exit by assisting companies with a proactively customer-centric attitude, all the better. (Okay, rant over. Thanks for indulging me.)

Remember the Pareto Principle we covered in the SSM course? How only 10 percent of security companies and their sales teams account for 90 percent of the sales? You’re about to join them. Your competition will be here sooner or later (or be gone). Why? Because you’re about to put a lot of pressure on them by implementing what you’re going to learn in this program. But the head start you’ll have will be too much for them to fully overcome. (If they even try.) 

That’s because this program is centered on the concept of reputation marketing. It’s all about Brand You. And once you establish that type of presence in your market and with specific target verticals, you will be very difficult if not impossible to dislodge from that position. Game over.

But (surprise!) you have to dedicate the time and put in the work. This program will give you the necessary knowledge (road map), tools (car) and resources (gas), but you’re in the driver’s seat. 

Can you commit to doing the work required to be great, reach your goals and completely transform your life? Yes? Fantastic. Let’s dive in! 

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