SSM4 I Action Item 3

The Call List: Built-in, High-Quality Referrals

After your actual clients, by far the next-best instantly accessible pool of very high quality leads is your emergency call list. Why? There’s refresher material from the course on this page, but to summarize:

  • They are often very open to talking with you since you are the security advisor for their family member, friend, business associate, etc.
  • Your client will be happy to introduce you, not just as a referral, but to close the loop on their security solution (of which they are an integral part)
  • “Birds of a feather flock together.” In short, the friends and family of your clients are very likely to have the same lifestyle and behavioral attributes that made your clients themselves buy from you
  • The people on your emergency contact list have often been neglected by their current security company and will be very receptive to switching to you

Even after all these years I’m still shocked at how often I get push-back on this idea. Here are some actual quotes from security dealers in an industry group I’m in on Facebook when I shared the video on this page with them:

  • “Don’t like it. If it was me and I asked how you got my number I wouldn’t be happy.” (He admitted he hadn’t watched the video, and so of course didn’t understand the correct approach. These are not cold calls out of the blue with the sole purpose of soliciting business.)
  • “IMO informing the RPs of their responsibility is the owner of the system’s job and calling them otherwise…I would never do that unless the owner of the system instructed me to do so.” (Also missing the point entirely.)

My point isn’t to beat up on these dealers. (Well, maybe just a little bit.)

It’s really to highlight the HUGE opportunity available to you in contacting your EC’s, as well as your competitors’ customers. This golden mountain of leads is intentionally being handed to you on a silver platter by your competitors. It’s seriously one of the most incredible things I’ve seen in any industry. (I want you to take away their customers… they don’t deserve them and really shouldn’t be responsible for something as important as keeping them safe and secure.)

As another dealer (quite correctly) put it in this same thread: “I think lack of sales tactics is killing the industry and letting the DIY and online companies take that market share much easier!”

Okay, off the soapbox and on to the Action Item.

Step 1: Review the refresher material below.

Step 2: Set up an information page for emergency contacts on your website. Include on this page:

  • A description of their role as an emergency contact
  • What will happen in the event of an alarm activation, including how they will be contacted and what is expected of them
  • A way for them to get in touch with you with questions or to schedule an appointment
  • Ideally, a short video from you explaining the process
  • A special “thank you” offer exclusively for emergency contacts

If you need help setting up this page or producing the video, contact

Step 3: Starting with the updated Emergency Contacts you developed through your Client Visits, schedule appointments with two EC’s per week. Use the process covered in this module on these appointments. If unable to schedule a personal appointment, send the EC an email with a link to the information page on your website.

Step 4: Assess the results of these appointments and bring any questions or issues into the live workshop and/or contact me directly at I would love to hear how it went!