By Audrey Pierson, Audrey Pierson Consulting

I recently experienced the unmistakable sound of an iPad screen cracking—not from being dropped but by becoming twisted in the mechanism of a powered couch motor. You can almost hear it, right?

My first thought, having had my iPad for many years, was, “That’s $1,000+ down the drain.” My second thought: “Do I even need a new one?” A quick online search revealed the price for a brand-new iPad was just over $200! Who knew?

This got me thinking about security prospects who have bought systems in the past. Remember how much those systems used to cost? Considering how these customers or prospects perceive the cost of new or upgraded systems, what numbers do they have in their heads?

Understanding the Source of Preconceived Notions
We often encounter prospects who have outdated ideas about how much a security system costs. These assumptions can create roadblocks in the sales process. Why?

• Outdated Experiences: Many base their cost expectations on old technology. Security equipment and installation have become much more affordable, but not everyone is aware of this.
• Word of Mouth: A prospect may have heard from a friend or family member that security systems are too expensive, or they might assume today’s systems are no different from those in the past. These secondhand stories often paint an incomplete picture.
• Online Research: Many prospects research online before talking to a sales professional. Unfortunately, they often find DIY system prices or entry-level packages that don’t reflect the true cost of a comprehensive, professionally installed system.
• Advertising: Some companies promote low-cost starter packages that lack vital features or services. While these seem affordable, they don’t offer the same protection or scalability as a customized solution from a reputable provider.

Shifting the Conversation from Cost to Value
The key to overcoming these preconceived notions is to shift the conversation from upfront costs to long-term value. Prospects need to understand how much security systems have evolved and how they provide value beyond the initial investment.

• Build Trust through Education: Explain how security technology has improved. Use relatable examples, like comparing security systems to smartphones or TVs that have become more advanced and affordable. Show how today’s systems offer better coverage, reliability, and convenience, often at a lower cost than they expect.
• Break Down Costs: Clearly outline what goes into the cost of a security system —equipment, installation, monitoring, and ongoing support. Many prospects don’t understand the importance of professional monitoring or the value of high-quality equipment. 

Listen and Address Concerns
It’s crucial to listen to your prospects and ask open-ended questions to uncover where their cost expectations come from. For example:

• “What kind of price range were you thinking about for a new system?”
• “Have you had a security system before? How did that experience influence what you expect to pay?”

These questions let prospects share their experiences, giving you the opportunity to address any misconceptions directly. You can tailor your recommendations to match their needs and budget.

Offering Flexible Options
To ease concerns about cost, highlight any flexible solutions your company offers, such as financing, leasing, or tiered packages. For instance, you might provide a basic package with the option to expand it over time. This flexibility reassures prospects that you can meet their needs without exceeding their budget.

Emphasize the Value of Protection

Overcoming a prospect’s preconceived ideas about cost can be challenging, but it’s essential for building trust and helping them make informed decisions. Through education, active listening, and flexible options, you can shift the conversation from cost to value —demonstrating that an investment in professional security is not only affordable but crucial for long-term protection and peace of mind.

ABOUT THE AUTHOR

Audrey Pierson is a seasoned expert with 35 years in the electronic security industry. She helps security sales teams and alarm dealers/integrators achieve top-tier results through her Security Sales Academy, offering online training and live coaching. Audrey also provides expert supervision via her Virtual Security Sales Manager program, equips new hires through the Security Industry QuickStart program as well as many other training opportunities.
Contact: www.audreypierson.com, 831-277-7447, [email protected].