Rep Training Manual 2009

Sales Training
2009
Last Updated 4/27/09 Proprietary and Confidential 1

Contents
Equipment 3 Useful Tips

Approach 13
In this section to the right of
Walkthrough 21 each page should have
useful tips and information
Closing 29 to hep you understand the
concepts being discussed.
Processing Sales 37
These tips come from the
best in the business, so pay
close attention and use them
whenever possible.
Before We Begin...
We want to make sure you feel prepared to do this job.
Many people say that door to door sales is a numbers game. While there is truth to
the concept that the “more doors you knock the more sales you’ll get” the most
successful people in our industry find themselves knocking fewer doors than most.
Why? Because they make the most of every opportunity.
This guide should help you understand everything you need to know about being a
Security Consultant, from what to look for as you walk up to completing paperwork.
Study this guide regularly, but don’t hesitate to ask questions when you have them.
Your Manager is available to address any concerns you might have, and our
corporate office staff is ready and waiting to help you with the resources at their
disposal.
We do our best to give you the best and most current information available, but from
time to time there are small errors or mistakes. Please feel free to contact me is you
find problems with this manual or have ideas on how we might improve this process,
but know that the current 2009 Sales Rules always supersede anything printed in this
book. For a current copy of this book or the Sales Rules, please log into
joinpinnacle.com and click on “Training”
Good luck out there!
Jeremy McLerran
Training Coordinator
jeremymclerran@pinnaclesecurity.com

Equipment
GE and Honeywell

Equipment
Equipment
Deterrents, Panels, Sensors, and the proper placement of each. Deterrence.
The first job of your Home
3 Lines of Defense Security is to provide
Every home security system should provide three lines of defense to the customer. deterrence.
Each line is designed to prevent intrusion or warn authorities if intrusion occurs.
1st Line of Defense: Signs and Stickers

The first line of defense is designed to deter potential intruders from even considering
this home as a target. A yard sign out front and stickers on every window tell those
passing through a neighborhood looking for trouble to “keep moving.”
2nd Line of Defense: Doors and Windows

The second line of defense is the perimeter of the home. Door and window sensors
on potential entry points and glass break sensors inside alert should intruders try to
get inside.
3rd Line of Defense: Motion Detection and 2 Way Voice

The third and final line of defense is the interior of the home. In the event that the
perimeter is compromised, an infrared heat detector (more commonly known as a Features vs. Benefits
“motion” sensor”) should react to the intruder’s body heat inside the home, and the
intercom features of a 2 Way Voice system should allow the monitoring company to Feature- what it does
confirm the intrusion, raising the priority level for emergency responders. Benefit- why its useful
Customers buy benefits, not

features. As you learn
about each piece of
equipment, be sure to
understand how a customer
might use it and benefit
from it. Without sharing this
knowledge, your sales pitch
is useless.
Last updated 11/7/08 Confidential and Proprietary 34

Equipment
1st Line of Defense

Keeping people away from the home. The Criminal Mind.
Criminals don’t want to get
Signs (.5
(0 Points) caught. That’s why they
A Pinnacle Yard sign should be placed in the pick the easy targets, like
front of every home. Not only does this provide homes without security
advertising opportunity to the neighborhood, systems.
but potential criminals driving through will
seeing the sign and know that attempting to 9 out of 10 prison inmates
break in this home is unwise. say they would NOT attempt
to break into a home if they
Reflective Sign (.5
(0 Points) saw a sign for an alarm
A Pinnacle Yard sign is made with a reflective company out front.
material, adding more visibility when
headlights, flashlights, or exterior home lights
come in contact with its face.
Solar Powered LED Light (1/4 Point)

A Pinnacle Yard sign equipped with solar
powered LED light will provide deterrence both How Many Stickers?
day and night. While most other signs are not
visible after dark, the soft blue-white glow of the Typically the technician will
Pinnacle Security yard sign will stand out on a give a customer 4 stickers.
dark street. And because it’s solar powered,
there are no batteries to change. (Our studies show that most
A Pinnacle yard is a theft deterrent. customers will throw away
more than this amount.)
Door and Window Stickers (0 Points)
Technicians will provide each customer with a Customers who want more
stack of stickers to place on doors, windows, or than four need only ask the
other possible entrances. These stickers are technician.
double sided, so whether they are placed on
the inside or outside of a glass surface, the
message “Protected by Pinnacle” is clear.
Benefits
The benefits of having signs
and stickers is:
Deterrence
Opportunity to get free
equipment (in exchange for
advertising visibility)
A lit sign is visible day and night.

Equipment: GE Security
2nd Line of Defense

Protecting the perimeter of the home. Sensors and Contacts
Inside the larger part of the
Door Sensors (1 Point)Standard) (1.5 Points Recessed) sensor is a battery,
Since 90% of all intrusions occur through a door, transmitter, wiring and
a door sensor on every entrance is a must. The magnet. We call this entire
panels we use are compatible with two types of device the “sensor.”
door sensors, standard and recessed. A
standard sensor is installed above the door and The opposite, smaller piece
reacts to changes in magnetic connection. The is only a magnet and some
recessed sensor is installed in the core of the plastic to cover it. We call
door and is not visible when the door is closed. this portion the “contact.”
Both sensors use wireless technology to A recessed door sensor is installed
communicate with the panel, and are installed directly in the door frame and is
with 2-4 year batteries. Most technicians prefer invisible when the door is closed.
to install recessed sensors.
Sliding Glass Door Sensors (1 Point)

Standard door sensors are installed above sliding
glass doors using epoxy (a very strong glue) or Moving the Magnet
drilling.
Window and Door sensors
Window Sensors (1 Point) are extremely sensitive.
A window sensor is simply a standard door When the system is armed,
sensor installed on a window. moving the sensor a mere
1/2 inch from the contact
A standard sensor can be used on point will set off the alarm.
any doors or windows and is visible
inside the home.
.5”
Garage Door (Tilt) Sensors (1 Point)

Garage door sensors operate using a mercury
switch, which, when tilted, sends an alarm signal
(wirelessly) to the panel.
A tilt sensor is typically glued to the

back of a garage door.
Glass Break Detector (2 Points)

Glass Break detectors, when armed, detect the
frequency and pitch of breaking glass. They are
typically placed on the opposite wall from the
window or door, and can cover most glass
breakage within 25 feet.
Glass break detectors may have difficulty through

thick curtains, walls, down stairs, cannot go
through floors, ceilings, or most doors. They may
also go off during movies, video games, or other
activities where pitch and frequency of glass
breaking is present. A glass break detector is mounted
on the wall opposite the windows.
Confidential and Proprietary 6

Last updated 11/7/08 5
3rd Line of Defense

Protecting the interior of the home. Motion Problems
Many false alarms are
Motion Sensors (2 Points) caused by people walking
Motion sensors detect infrared heat. they operate through the field of an
measuring the amount of infrared heat in a room armed motion detector.
and when new heat enters the sensors field of vision,
an alarm signal is sent to the panel. These sensors Many customers will only
should be installed at “choke points” or places in the arm these at night.
home where bodies will be forced to travel. (hallways
leading to bedrooms, corners with view of every Educate your customer on
doorway, etc) these facts so they can
decide if motion detection is
Pointed Away from Windows right for them.
Since motion sensors are activated by infrared heat,
they should always be installed pointing away from A wireless motion sensor
windows. This not only prevents false alarms from
people outside, but also from temperature changes.
“Can I get a snack?”

When possible, the installed
sensors should allow
residents to get to the
kitchen or bathrooms
without setting off the
alarm, while still providing
protection in entryways,
living areas, and other
potential intrusion points.
In this model, a wireless motion sensor installed in the corner above the sliding glass
doors would detect movement to or from both bedrooms as well as the front door and
living room.

Convenience
Making your Home Security System easier to use. Fire Department
Typically when one or both
Key Fob (1 Point) of these sensors is set off,
Key fobs are perfect for customer whose panel is the monitoring company will
located further in the home, typically have their send the fire department
arms full when they walk in the door, or simply do immediately, calling the
not want the hassle of typing the four digit code customer while authorities
to disarm the system. These devices operate up are en route.
to 100 feet from the home and can send a
“panic” signal if both lock and unlock are
depressed simultaneously for 3 seconds.
Key Fobs work up to 100 ft away
Wall Fob (1 Point) Moving the Magnet

Wall Fobs are perfect for customer who want the
convenience and ease of a key fob permanently Window and Door sensors
installed in a room in the home. Most common are extremely sensitive.
placement is in the master bedroom, where the When the system is armed,
system can not only be armed and disarmed moving the sensor a mere
before bed, but panic signals can be created by 1/2 inch from the contact
depressing lock and unlock simultaneously for 3 point will set off the alarm.
seconds.
Wall fobs can also be programmed to only arm a
system. (Disarm button is deactivated) so they
can be placed in open areas of the home, like
near entryways. Some customers want the ability
to disarm only with a key fob or by typing the Wall Fobs are installed in a room and
code into the panel hidden in an obscure serve as a “mini panel.”
location, like a closet.
Medical Pendant (1 Point)

Medical Pendants can be given with a wristband or
a pedant. These are basically a single button that,
when pressed for 3 seconds or more, sends a
“panic medical” signal to the panel. This causes
the panel to use the medical alert tone, and
informs the monitoring station that a medical
emergency is in progress.

Panel
Main interface, signal receiver, and transmitter. . 40 Zones
Since the Simon XT can be
Simon XT Panel (0 Points) programmed with up to 40
The Simon XT is a highly advanced, yet simple to use home security system panel zones, any house, no matter
that has almost unlimited capability. how large the system to be
•Sounder, transmitter, and receivers installed, can be
are located in a single unit accommodated with a
•No need for a larger box (also called single panel.
a “brain box”) installed elsewhere in
the home.
•Programmable with up to 40 zones
•Sensors are wireless
•Panel only requires 2 wires, power
and landline phone (if using 2 way
technology)
•Easy arming- one button for doors
and windows, one button for motion.
•Easy disarming- simply type four digit
code. Bypassing a Sensor
•Back lit keys for low light conditions
•Cool Blue liquid crystal display
•Easy to navigate menu for interacting Having a backyard BBQ and
with the panel. want to keep the rest of the
•Status button quickly reports system system armed while the kids
status on screen and verbally. inside are sleeping?
•Pleasant, “British lady” voice
communicates system messages Simply leave the desired
•Flip down cover protects keys when not in use. door open, arm the system,
•Bypass button to circumvent problems or customize setup. and when the panel reports
•Hot keys for police, fire and medical “door open,” hit “bypass.”
You may now use the door

freely, even though the rest
of the system is armed.
Sounder Navigation Keys

Learn More
Arm Doors and System Status
Windows There are many ways to
learn more about the Simon
XT panel:
Arm Motions Disarm
Do a search for “Simon XT”
Hot Keys Bypass online
Talk to a tech
Microphone Silent Mode
Observe and installation
Keypad Built in Speaker
Visit GESecurity.com

Two Way Voice

Adding protection to the home through intercom service and live agents. Microphone
Two Way Voice (0 Points) The Simon XT built in
“Two Way Voice” is a technology which allows the panel to act as an intercom with microphone is located to the
the monitoring station. A speaker and highly sensitive microphone are built directly left of the hot keys and is
into the panel, allowing the agent to hear into the home and speak to anyone within 2-3 times more sensitive
vocal range. There are two ways to activate 2 Way voice service: setting off the alarm than the human ear.
and pressing one of the “Hot Keys” on the panel face.
Two Way During an Intrusion

When the system is armed and the alarm is tripped:
•The alarm sounds with the “intrusion” tone
•When the alarm ceases, the microphone and speaker are activated.
•A monitoring agent will listen to the sounds inside the home.
•The agent will speak directly from the panel, requesting that someone approach the
panel and properly identify themselves (using the correct verbal code)
•If the correct code is given, authorities will not be alerted.
•If tan incorrect code is given, the authorities will be given a “robbery in progress”
signal, along with any and all information gathered through the microphone. (Sounds Speaker
of breaking, struggling, etc.)
The Simon XT built in
Two Way During a Medical Emergency speaker is different from the
When the “Medical” hot key is depressed for 3 seconds: sounder and located in the
•The alarm sounds with the “medical” tone bottom right of the panel.
•A live agent will come over the line, requesting to know the nature of the emergency.
•The agent can help direct some simple first aid, while simultaneously calling
emergency personnel (if needed)
•The agent will stay on the line until emergency personnel arrive on the scene.
Two Way During a Fire

When the “Fire” hot key is depressed, or the fire detector goes off:
•The alarm sounds with the “fire” tone
•When the alarm ceases, the microphone and speaker are activated.
•A monitoring agent will listen to the sounds inside the home, gathering locations of
trapped individual (if applicable)
•The agent will speak directly from the panel, informing that the fire department is on
the way.
Raising the Priority Level of Alarm Events Silent Mode

Most police departments receive hundreds of calls every day from home security
systems. 90% of these alerts are “false alarms” and waste both time and money. A If the Simon XT has been
two way voice system solves this problem by having a live agent confirm the intrusion placed on “Silent” mode the
before emergency personnel are dispatched. If the agent hears noises inside the audible alarm will not
home, but no one comes to the panel, the agent can confidently provide a “robbery in sound, but the agent will
progress” signal to authorities, significantly improving response time. come directly over the
speaker.

9
Last updated 11/7/08
Cell Unit
Eliminating the need for a traditional landline phone. No More Cut Wires
Since phone lines used to be
Cell Unit (1
(2 Point)s) the only way alarm systems
The Simon XT can have an optional cell unit installed in the panel which allows the could communicate with the
panel to stay connected to the monitoring station without requiring a landline phone. monitoring station, cutting
these wires eliminated the
Alarm.com system’s ability to “call for
Every Simon XT with a cellular unit installed will receive free signal forwarding to help.”
alarm.com, a service which allows you to view alarm events from any device
connected to the internet. The cellular unit gives the
system the ability to operate
Alarm.com Signal Forwarding ($0) without the use of a phone
When you log into your alarm.com membership, line eliminates this danger.
you can view the last 5 alarm events, along with
dates and times for each.
Save a Monthly Bill

Many customers confess to
“only keeping the home
phone line” because their
home security system
required it. With a cellular
unit, this extra bill can be
eliminated and the money
saved put towards the
added cost to monitor a
cellular system.
A typical customer can save

$20/month using this.
Signal Forwarding allows the alarm
status to be forwarded to your
alarm.com profile on the web.
Alarm.com Interactive ($2/month)
For enhanced access to alarm.com services, you
can add the “Interactive” service for an extra $2 Cellular Network
per month. This will allow customers not only to
view events, but change them. Arm and disarm The Simon XT’s “Cell Unit”
the system remotely, set up text message or e- uses the GSM network, the
mail reminders to alert when alarm events occur. same using the same
network used by most
You can also manage, add, or delete user alarm cellular phones.
codes from this portal.
Alarm.com interactive allows the

customer to turn the system on or off
remotely, and set up automatic alerts.

10
Equipment
Other Sensors
Detecting more than just intrusion. Fire Department
Typically when one of these
Smoke and Fire Detector (2 Points) sensors is set off, (especially
Smoke and fire detectors operate using highly the fire or carbon monoxide)
advanced sensors that use a combination of the monitoring company will
smoke (particle matter in air) and rapid rising send the fire department
heat to indicate a fire signal. This device is immediately, calling the
always armed, even when the system is not. customer while authorities
are en route.
The Smoke and Fire Detector is

wireless and detects smoke and heat
combined.
Special Requests
These items are not installed
Carbon Monoxide Detector (2
(3 Points) as often as others, check
The Carbon Monoxide detector detects with your technician to see if
dangerous levels of this invisible gas and sends these can be installed the
and emergency signal to the panel wirelessly. same day as the panel and
Like the Smoke and Fire Detector, the system door sensors.
does not need to be armed to benefit from its
protection. This phone call may save
your technician a second
trip, making your customer
Wireless Carbon Monoxide Detector happier with the installation.
Flood Sensor (2 Points)

A flood sensor can be placed in basements or
near water heaters to detect increase water
activity, potentially saving the customer
thousands of dollars in repair costs.
Freeze Sensor (2 Points)

A freeze sensor can be placed under houses,
near pipes, or in children’s rooms to detect
dangerous low temperatures.
Heat Sensor (2 Points)

A heat sensor is useful for garages, attics, or
locations where extreme heat can damage a
home. Clockwise from left: Flood Sensor,
Freeze Sensor, Heat Sensor

11
Last updated 11/7/08
Approach
Introductions and Getting Inside

Approaching the Home
Approaching the Home Watch Your Back!

Observe the situation before you knock.
Is There an Existing Alarm? As you travel down a street,

If there a sign in the yard or stickers on the doors and windows, there may be an nosy neighbors (and
existing alarm that may be replaced or upgraded. This also means you probably potential customers) may be
won’t have to “sell the need for a security system” and will simply have to present watching you. Be sure your
new features or technology and discuss pricing. behavior does not cause
them to r mis-trust you or in
any way.
Do Neighbors Have Alarms?
Neighbors and friends have a great influence on a person’s decision to purchase an Keep busy, look professional,
alarm system. If the home you approach is one of the few who do not have a sign, and above all, be friendly.
you can be sure the owners have at least discussed.
Are the Home Entrances Obscured?

Potential intruders are always worried about the watchful eyes of neighbors.
Anything can obscure a body from view, but the most common is a privacy fence.
While these fences are difficult to penetrate, once an intruder is successful he or she
will have almost unlimited time to find a way inside. You should also look for trees
or tall bushes covering doors or windows, as these can be equally dangerous.
Who lives there?

The audience will determine the approach you use. Look for signs of toys or bikes,
as this may indicate small children (and parents willing to protect them). Evidence
of elderly people (extensive gardening, signs that say “grandchildren spoiled here,”
ramps, signs of medical devices in use, etc.)
What is the Suspected Income Level?

While both poor and wealthy people purchase a security system based on their
needs, (rather than price) knowing the approximate income level will help you
establish the level of “haggling” that should be done over equipment, installation,
and monthly prices. Observe the condition of the home, the types of vehicles and
“extras” purchased to help give an idea of your pricing start and end points.

14
Knocking on the Door
Knocking on the Door Quiet Boy!

Etiquette and stance will tell more about you than you realize.
Knocking vs. Ringing If the home has dogs for

While most homes will be equipped with door bell, realize that more often than not, pets, these animals will most
friends knock. Knocking is also quieter, in case the people inside are resting. A likely start barking before
friendly 3 tap knock will more often bring the homeowner to the door in a curious or you knock. The noise may
good mood. obscure the sound of your
knock, so listen for a break
in the noise and knock
How Long Should You Wait? again.
As a general rule, don’t wait more than 60 seconds on a single doorstep, however,
once you have knocked on the door, listen for sounds of movement inside the home. If no once comes to the
If no one comes to the door but you hear voices, a television, or sounds of non-pet door, but it sounds as though
movement, knock a little louder, or try ringing the doorbell. If there is still nothing, the dogs have been
move on to the next home. “quieted” by someone
inside, knock again to show
Body Language While Waiting you are still waiting.
Stand with your torso turned to one side. Squarely facing the door creates a
“confrontational” feeling and gives the appearance that you want to get inside the
home. Instead, make sure your attention is directed towards neighbors, the street,
and the real reason you are in the neighborhood this week, to improve the
marketing of the Pinnacle brand. Trey Warner Does:
Step back from the door. Standing close to the door not only makes it difficult to
open the screen door (if there is one) but also gives the impression you are more “I look at the yard and
eager to push your way inside than to explain your purpose for being there. traffic, standing partially on
the porch with one leg on a
Focus your attention elsewhere. You are a busy, important individual. As such, you stair, my right leg slightly
do not have time to stand idly waiting for someone to open the door. Your attention forward.
should be drawn to those things that make your job significant, like the paperwork in
your hand, the traffic driving by, or the angles of view from neighbor’s homes. I think it’s less intimidating
and you look a lot less like a
salesman.”

9
When the Door Opens
When the Door Opens Urgent vs. Eager

The first few seconds will give the customer a great deal of information.
Eager- wanting to do or have
Be Busy something very much.
If you want to be treated as an important person, you should act the part. If you
were making a note of something in your book, finish it. If you were counting cars An eager salesperson will do
passing by, make that final count and then address the customer. This gives the whatever it takes to install a
impression that you are not simply waiting on the doorstep for someone to answer. system, including giving it
away for free. This
Wait For Them to Address You cheapens our image and
Waiting for the customer to address you will give you the choice of how you respond eliminates your ability to
and the control of the conversation. If you begin talking the moment the door is profit from the sale.
open, you give the customer the control, and the choice to answer, react, or even
listen. vs.
Smile Politely Urgent- A state requiring

Your smile should be polite and professional, but not eager. If you look desperate immediate action.
you give up control of the conversation and the ability to negotiate pricing,
equipment, and time frames. An urgent salesperson
recognizes the scarcity of
time (both theirs and the
customers) and uses the
tools at his or her disposal to
accelerate the end result.

When You Speak
When You Speak How You Say It

The customer’s first impression of you will be made within 11 seconds.
54%- Non-Verbal
Communication Stats 37%- Vocal
Statistically, people look more at body language and emotion more than what you 9% Word Choice
actually say.
54%- Non-Verbal communication (facial expressions, body language, appearance)

37%- Vocal cues (The tone, pitch, volume, clarity, and inflection in your voice) 9%
9% Actual Words (Phrasing, grammar, and word choice)
The Acronym P.I.C.T.U.R.E. 54%

There is much more to what you say than simply the words you choose. Each of the 37%
following can dramatically change your meaning.
Pitch- High pitch shows excitement (or over enthusiasm) low pitch indicates
relaxation (or boredom)
Inflection- Change your voice to add interest and keeps the customer’s
attention. (Variety draws attention!)
Clarity- How clearly you speak indicates how intelligent you are. If someone
thinks you are smart, they will trust your opinion. If they believe you are dumb,
they may take advantage of you or dismiss you.
Tone- Use appropriate emotion for the person with whom you are speaking. Listen Up!
Understanding- Knowing when you pause and let the customer speak
Rate- How rapidly you speak. Talking faster implies you are in a hurry “Seek first to understand,
Emphasis- Speeding up or raising your voice to draw attention to something then to be understood.”
-Steven R.
Same Words, Different Meaning Covey
Notice how the meaning of phases can change when you apply the principles above.
Say the sentence below in the ways described to get a different meaning. When you Customers
get to words in BOLD CAPS place emphasis them by saying them slower and raising will often
both pitch and volume. Also be aware that some phrases ends in a question. listen to you
if you let
(Said with tone of disbelief and horror) That CAR just ran over that DOG! them talk.
(Clarifying which vehicle did it) THAT car just ran over that dog?
(Trying to identify the correct dog) That car just ran over THAT dog?
(Questioning what the car actually did) That car just RAN OVER that dog?
Notice how the words themselves never change, but the meaning is altered slightly
with each method.
Mirror the Customer
The Perfect Sales Pitch?
Many people spend years looking for the “perfect phrasing” to use in their sales Being careful not to “copy”
pitch. The truth is, its much more important to understand HOW and WHY your your customer, mention
voice and body language affect your presentation. Great salespeople know its not things that show you share
WHAT you say but HOW YOU SAY IT. the same thought
process and
opinions they do.
Body Language
How you stand, what you do with your hands, the facial expression you make, and This process is
your overall demeanor can seriously change the customer’s impression of you. called
“mirroring”
Hands- Direct the customer’s attention where you want/need it. and can help a
Eyes- Gain agreement and share emotions customer’s
Head- Nods or shakes to indicate approval, nodding towards a given direction willingness to
can direct attention in a more subtle way than hands might be able to. listen to you.
Body- Stiffens to show professionalism, relaxes to put the customer at ease,
demonstrates scenarios through reenactment

17
Three Initial Questions
Three Initial Questions

And the answers that qualify a customer for this offer. Luke Toone Says:
Using Questions to Gain Interest You know your neighbors

Customers will expect you to start a sales pitch when they answer the door. Show pretty well, right?
them that you are not a typical salesperson by asking intelligent questions that relate
to their situation. or
People have asked us to

Less Effective More Effective come out in the area. Have
you seen us out here?
Are you the homeowner? Is this your place?
When did you move in? How long have you been here?
Scott Warner Uses:
Will you be moving within 6 months? You’re not planning on moving
anytime in the near future, right?
Do you know most of your
neighbors?
What Each Questions Can Uncover

Each question finds a specific piece of information and has a purpose.
“Is this your place?” We can only sell a system to the owner of the home. Puck Heriford Says:
Since so many salespeople use the question “Are you the homeowner?” we can
set ourselves apart by asking a less legal-sounding question that still gives us the Sorry to bother you, I just
information we’re looking for. have a quick question for the
homeowner...
“How long have you been here?” Homeowners who are new to the
neighborhood will often be more concerned with their new surroundings and are
more likely to purchase a system or upgrade an existing one. These people do
not know their neighbors and may not trust them yet. A long time resident will
require a different approach, as they may already know about the local crime Importance of Humor
(or lack thereof) but you may hear things like “I’ve lived here for years and never
had a problem” or “I know all my neighbors” and “everyone looks out me”.
These statements can be dangerous assumptions that may indicate an Humor can be a great way
ignorance towards home security. Treat these people carefully, realizing that to break the ice. Many
sales can still be made if you listen to their needs and speak respectfully. customers build a wall to
block emotion, knowing that
“You're not planning on moving anytime in the near future, right?” This showing emotion can give
establishes whether or not you should even make a pitch to this person. If they up their control of the
plan to move within the next 6 months, we cannot offer a system, because they conversation.
would be ineligible for the “Pinnacle Mover” program. Be careful however, as
some customers may lie about this answer in an attempt to get rid of you.
Use appropriate humor to

relax the customer and show
them you are not a mindless
sales machine, but a real
person who knows how to
enjoy themselves.

18
The Sales Pitch
The Sales Pitch Proud to Be Pinnacle

The information you’ll give to get inside the door.
Who You Are Pinnacle Security works hard

to create a trusted brand
People will want to know who this stranger at the door is, especially after you’ve that people will recognize
asked a few questions. While you may identify yourself several ways, its probably the and appreciate.
best to use the title on your identification badge:
Don’t hesitate to tell them
Security Consultant with Pinnacle Security that you represent the
company. Your confidence
What You Are Doing in the Pinnacle brand will
We’re sending you into the area to increase our name recognition through alarm help the customer feel more
sales, but simply telling a customer this will get a lot of doors slammed in your face. comfortable listening to you.
Truthfully, you are a stranger to them, and people generally buy things from sources
they trust. A referral from a friend, neighbor, or family member will carry more
weight than an impressive billboard or well worded commercial. Knowing this, our
company has decided to increase our presence on a local level. We are sending
“Security Consultants” (you) into specific areas to give free equipment in We could
spend the same amount of money on internet banner advertisements or signs on the
sides of buses, but we have found sending a Security Consultant to work with a Seed Marketing
customer personally is more effective and
Seed marketing is a process
Why They Should Care where a few items (products
All the questions you’ve asked and the information you’ve provided up to this point is or services) are released to
useless unless you give the customer a reason to care. What really is in it for them? the public in the hopes that
Why should they listen to anything you have to say? The answer will be different for the features and benefits will
each customer. be passed on by word of
mouth.
Our yard deterrents are a

type of seed marketing. As
people see the sign in their
neighbors yard, they may
consider calling the phone
number on that sign when
they are in the market for a
security system.

19
Get Inside
Get Inside Confident or Crook?

90% of all sales are completed inside the home.
Be Sure You’ve “Set the Stage” Before You Try To Enter If you are a confident
salesperson, you will get
The right things need to be said at the right time, and your entire door approach inside your customer’s
should be focused on getting into the door. (The sooner the better!) !The typical homes on a regular basis.
approach to getting into the door is mentioning the doors themselves, especially Do this by showing no
inquiring about the back door. interest in the home other
than the security risks it may
Assume Their Participation present.
Once you have explained what you are doing its only logical that you would need to
do some quick paperwork to get them set up on our program. Its silly to believe a Remember, customers
customer is more comfortable doing business in their front yard or on the doorstep, expect crooks and scam
so assume you will be going inside the home to complete your business together. artists to be nervous or
“shifty” as they try to enter
Ask a Question As you Enter the home. They will also be
Ask a question about the interior of the home, something that you need to know to more interested in
“set things up right” or something that may affect which equipment you include in possessions. Keep your eyes
your promotion. As you ask this question, put your head down and step inside. off the electronics and
Most customers will move to let you in. You can also look down at your shoes, focused on the back door.
wiping them on the mat, or offer to remove your shoes completely.
The Back Door

Since 90% of all intrusions occur through a door, and the back door is the most
hidden from view, it stands to reason that we should begin our efforts to protect the Puck Heriford Says:
home there. Say things that will allow you to “inspect” or “assess” that door, like:
“The back door is the one that we are most concerned about” “What kind of doors do you
“Let's just take a quick look at the type of back door you have and then we can have?”
go from there"
"Your neighbors the Thomas's !told me they have felt a need for some additional ...and then he looks beyond
protection because of the increased number of disturbances in the general area, their shoulder at the door
you guys have felt the same, right?” and steps past them into the
“Great, that's why we are here, we are most concerned about the back door, is it house.
a slider or a door with a window in it? Let's take a quick look at it and then we
can go from there"
Luke Toone’s Advice:
“Its critical that you

transition into the home right
after you have mentioned a
‘hot spot’', something that
has sparked their interest or
we mutually agree on.”
20
Walkthrough
Assessing a Home Once Inside

The Objective
The Objective
While they may not appear so, your customer may be nervous about your presence. Sincerity
Often people have the
Your Purpose for Being in the Home ability to detect whether or
Your main objective once you get inside the home is to assess the home for potential not a salesman is being
security needs and customize a Security System. Everything you look at, discuss, and sincere or simply giving a
ask about should relate to this objective. rehearsed sales pitch.
Importance Build Rapport Being sincere will not only

Customers typically purchase from the person they feel most connected to. If the last help authenticate your duty
sales person did not sell something, it was because he or she failed to build sufficient as a Security Consultant, but
rapport. Building a trusting relationship with a complete stranger can be a daunting will build the rapport you
task, but when you succeed, the rewards are enormous. need to complete the sale.
Subjects to Avoid
Today can be a frightening time to live. While this is one of the reasons our company
is successful, many scam artists and criminals assume the role of “security consultant”
to gain access to the customer’s home. To help prevent you being mistaken as one of
these, always wear your badge prominently and avoid talking about any non-security First Things First...
related topic for more than 1-2 sentences. A customer’s possessions, children, and/or
daily routine are dangerous territory unless related to a feature or benefit of the
system. Don’t start talking the
details of security until you
have built a foundation of
Get to the Back Door solid rapport.
In your door approach you most likely asked to see the rear of the home in order to
assess the security situation there. As you enter the home, make your way to the back “People don’t care how
door as quickly as possible. If, once inside, you show little interest in the back door it much you know until they
will appear as though seeing the back door was only an excuse to get inside. know how much you care.”
Assess the Rear of the Home -John C. Maxwell
Since many home invasions are through the rear of the house, it is critical for you to
concentrate your efforts there. Look for potential security risks, and discuss the
customer’s security needs while explaining the protection we will provide.
22
Types of Back Doors
Types of Back Doors

A successful door approach gets you inside. Once there, head to the back door. Door Types
All doors can have standard
sensors, but doors that have
Back Door a solid core can have
What sort of back door do they have? The type of door determines the type of sensor recessed sensors installed.
you install and can raise the “need” for a system in the customer’s mind. A customer
whose back door is vulnerable to intrusion is more likely to invest money protecting Recessed sensors are not
that entry. The question is, “what will they spend that money on?” It is your job to only hidden from view, but
build value in a Pinnacle Security System rather than a stronger door or new locks. less likely to be damaged by
the regular closing and
opening a door over a long
Here are the four main types of door you will encounter. They will each be described period of time.
in detail on the following pages.
Sliding Glass Door French Doors
Steel Door with Glass Steel Door without Glass

23
Standard Back Doors
Standard Back Doors

The door found on the rear of most homes. Flip Locks
While keyed locked are
Doors Without Glass more secure, modern fire
Back doors without window panes are vulnerable to code requires that at least 1
kicking in or prying. Typically this is done by placing door in the house have a flip
the crowbar near the door knob and pushing towards lock installed.
the frame until the casing pops. Typical door frames
are made with thin, soft wood that is vulnerable to Since these are often found
forced entry. on back doors, intrusion can
be simple if the back door
has window panes.
Door frame after a forced entry

Glass Break Detector
While not required, a glass
Doors With Window Panes break detector may help to
Back Doors that have windows are easy access points prevent intrusion, since the
because the common intruder has two simple ways to alarm will sound when the
get in: Break the door frame with a crowbar, or break door’s glass is broken rather
a window and easily unlock the door. than when the door is
actually opened.
Protecting Standard Doors
Protecting the back door is fairly simple. Recommend
a standard or recessed sensor installed in or on the
door. If the door has a window, you may also use the
possibility of breaking glass to build value in a glass
break detector. (which would cover all the glass in
that room, not just the door).
Typical crowbar
pry point
With window panes so close to the

door knob, an intruder can break
glass to access the lock
Last updated 11/18/08 Confidential and Proprietary 5 24

Sliding Glass Doors
Sliding Glass Doors

The appearance of a window with the convenience of a door, but a huge security risk. Voiding the Warranty
Standard Door sensors are
Metal vs Vinyl typically glued to the sliding
There are generally two types of sliding glass doors, and while these descriptions are glass door using an epoxy,
typical, keep in kind that with so many products out there, its always better to ask a such as gorilla glue.
customer about their door rather than assume you already know.
Metal- Silver, brown or black in appearance, sliders made of metal and are Some technicians will drill
generally older than 15 years. Because of their age, they are typically found in directly into the door, as
lower income homes where replacement has not been in the budget. The metal long as the door frame is
is either steel or aluminum and they usually have a single pane of easily wide enough and it will not
breakable glass. cause leaks or void the
Vinyl-White, cream, or tan vinyl (plastic-like) may or may not have a metal frame door’s warranty.
inside. Older models have easy to break glass and inadequate latching
mechanisms. Models installed within past 5 years typically have double paned
glass, which is much harder to break.
Sliders as Intrusion Points

Since sliding glass doors are typically installed by lifting the door up and dropping it Slider Questions
down onto the track, reversing this process can easily remove it from frame, giving
access to the home without breaking glass. •When was this installed?
•What kind of glass is this?
Latches •Have you installed any
security improvements?
The sliding glass door latch can either be •How easily does this slide?
extremely effective or embarrassingly inadequate. •Does this lock ever jam?
Latches that installed so the hook points •Do you plan to replace it in
downwards will be easily lifted off its anchor if a the next year or so?
door is lifted off the track. •Can you easily lift the door
off the track?
•Does the latch clip up or
down?
This latch
can be This latch
lifted off is installed
the track correctly Slider Vulnerability
1 2 3
Protecting a Slider
There are several ways to keep a slider from being
lifted off the track. From locking pins to stabilizing
bars, local hardware stores have countless ways to
protect some of the more common intrusions. You
will most likely see several of these in use. A
determined intruder will still find a way in, and as
sliders are known to be vulnerable entry points, a
standard wireless door sensor should always be
recommended.
Beware of Breaking Glass

Older or inexpensive sliding glass doors often have a 1.Typical installed slider.
weaker glass. A violent intruder may throw a chair or (Notice the gap above.)
large object through this glass, shattering it 2.Lift the sliding door up
completely without triggering a sensor. You can 3.Push the door into the
recommend a glass break detector in the room to house.
cover both the door as well as any nearby windows.

French Doors
French Doors
These Paris inspired doors bring in both ample sunlight and occasional trouble. Triple Threat
French Doors are vulnerable
Double Doors can be Double Trouble to 3 types of intrusion:
French Doors look great and let in a lot of sunlight, but are only marginally better
than a sliding glass door in terms of home security. While they cannot be easily lifted 1. Breaking all the glass
off a track, typical french doors are hinged to the frame and then fastened together and walking through
with a single deadbolt. Typical french doors can be easily forced open with pressure 2. Forcing doors open by
directly on the seam of the door. Newer or more expensive doors may have latches at kicking or prying
the top and bottom, and customers can also buy latches to install themselves. 3. Breaking glass and
unlocking door from
Individual Panes vs. Overlay inside
There are generally two types of sliding glass doors, and while these descriptions are
typical, keep in kind that with so many products out there, its always better to ask a
customer about their door rather than assume you already know.
Individual Pane- Each piece of glass is separate from the other, so breaking one
will not break the rest. The glass in these is often inexpensive.
Single Pane- These doors have a single pane of large glass, over which there may
or may not be a framework to give the appearance of multiple panes. The larger
glass is typically stronger and often double paned, but look closely at the door to Door Latches
determine this.
While newer French Doors
Protecting French Doors will most likely have latches
French doors can often have a recessed door sensor installed, if not then a standard installed inside the door
one can be used. Depending on the type of glass, you may also be able to build frame, others may have “do
value in a glass break detector. it yourself” latches installed
These latches
are typically
weak, leaving
the home
vulnerable to
a forceful
entry.
Kick Point
Kicking the seam between
the two doors will often pop
both doors open with little
effort, even if there are
X latches installed at the top
of the door.
With so many window panes close to the door knob, it can be easy for an
intruder to break the glass and access the lock

Backyards
Backyards
In creating privacy for yourself, you also create privacy for intruders. Avoid Scare Tactics
Try not make a customer
Privacy Fences feel as though their home is
The typical privacy fence is 8 feet high and not a safe place.
made of wood or vinyl. Its slats are close
enough that you cannot see between them, Rather than pointing out all
and its is usually strong enough to support a the security risks, show how
body climbing over it. the security precautions they
have already made (strong
Danger of Privacy Fences doors, good windows) will
These fences were created to keep the be enhanced and even
neighbors from seeing into the yard, but if MORE safe with a few well
neighbors can not see intruders, the odds of placed sensors.
seeing and catching someone trying to
invade the home are greatly decreased.
Wooden Privacy Fence
Which Sensors?
With backyards as
Tall Trees vulnerable as the ones
Backyards with trees, bushes, and flowers described here, always
can be a pleasant place to spend time, but recommend door sensors on
can also provide significant security risks. the back doors and glass
Tall trees hide the backyard from the the break detectors installed to
upper windows of neighborhood houses, cover the windows behind
eliminating the role that neighbors can trees, bushes, and privacy
provide in intrusion detection. fences.
Customers willing to pay for

upgrades may wish to add
window sensors on each
window and a motion
detector inside.
Backyard with privacy fence and trees
Shrubbery in Front of Windows

Tall bushes in front of any window present a
security risk. Potential intruders can hide
behind the shrubbery and quietly try to gain
access to the home without neighbors or
passersby viewing their actions.
This backyard is a relaxing paradise, but

the bushes in front of every window can be
a security risk with or without a fence

Sensor Placement Practice
Sensor Placement Practice

How would you customize a system to this home? Customize the System
As a Security Consultant it is
How Would You Protect This Home? important you see the “big
picture.” What security
Where would you place the sign? measures has the customer
already put in place? What
Where are the most likely intrusion points? are the future plans and
who can our system help?
What sensors would protect this home effectively?
Don’t approach every home
What additional sensors would you recommend as an upgrade? with a certain number of
points to give, but consider
Can you stay within 8 points and still provide an effective security system? the home as a whole and
you’ll find yourself not only
saving points, but doing
consistent upgrades.
Your Recommendation
Deck
Front
Door
Back
Yard
Front
Yard
Key X and O
Sidewalk
Practice customizing a
Window system to the home by
2’ Bush drawing Xs and Os in the
Door locations where you would
recommend sensor and
panel installation.
8’ Privacy Fence 10’ Tree
Discuss your assessment
with your Manager and see
what they recommend.
28
Closing
Completing a Sale With Confidence

Importance of Confidence
Importance of Confidence
To help your customer make the decision to live a more secure life.
Your Purpose
Once you have presented all the facts and shown a customer the benefits of owning a
Pinnacle Home Security System, the next logical step is to ‘seal the deal” using simple
closing techniques.
Customers May Be Hesitant

Do not mistake hesitancy for a “no” answer. Many customers will not understand the
benefits and usefulness if the system until they have it installed in their home and
have used it for several days. Once they have used it, they will be very glad you
stopped by and may even refer friends and/or relatives, hoping they can take
advantage of the same offer.
Confidence Creates Confidence

Being confident will show your customer that this is legitimate offer which will truly
benefit them. If a customer is hesitant or undecided about their decision, they will
look to experts to help them resolve the conflict in their mind. If you are confident
and have built sufficient rapport, you will be the “authority” they turn to for help. If
you do not have sufficient credibility, the customer will turn to relatives, friends, or
neighbors, who may or may not believe in the service we offer.
“No Big Deal” Attitude

During the entire sales process you should maintain a “no big deal” attitude. While it
can be hard to make this mental and emotional separation, its critical for the health
of your sale. Your attitude behavior should show that this customer’s decision to
purchase a system is relatively unimportant to your overall success. Remember, there
are plenty of people out there who will leap at the opportunity to get alarm equipment
for free, and many people out there who will regret they didn’t meet you years ago
when they actually paid for their system. Armed with this knowledge, you can
confidently approach each home as though you don’t care if they say yes or no. After
all, if they say no, you can always go next door!

30
Types of Closes
Types of Closes
There are three ways to close a sale.
Asking for the Sale

The least effective method, asking a customer “would you like to buy?” shows you are
not sure about your product.
• “Can we schedule an installer?”
• “Would you like to get this today?”
• “So, what do you think?”
If you have to “ask for the sale” you have probably not built sufficient value in the
product or service, or have not resolved concerns to your or their satisfaction. Some
examples:
Assuming the Sale

If you have done a thorough job of building value, explaining our offer, and answering
questions your customer should be ready to buy. Since there is no more to discuss,
you need to complete the final steps of the sale and get on your way.
• “I just need a few more pieces of information before we can get our technician
scheduled. Who would you like for your first emergency contact?”
• “Once we get that sign out in the front yard, I expect you’ll get a few people
asking about it. Would you give me a call when that happens?”
• “Our technician will help you decide where to place your panel, when is a good
time for him to arrive?”
• “I just need to call our corporate office and let them know you’ll be getting the
special promotional rate.”
Option Closes
Option closing is a form of assumptive closing, but it can be more effective because it
distracts the customer from the question of “do I want this?” and places focus on a
different topic that makes sure the system or account is setup the way they want.
• “While you are grabbing that voided check for me, do you want your motion
sensor installed here in the living room or over in the hall above your door?”
• “I got you an additional discount on your monthly rate. Did you want to keep the
basic signal forwarding or upgrade to the interactive alarm.com account?”
• “Our technician will be here in about an hour, did you want your panel placed by
the garage door or here in the kitchen?”
31
Explaining Monthly Costs

The easiest and most difficult part of the sale. “Just tell me the cost!”
Many customers will think
Explaining Monthly Costs- Example 1 that asking questions is to
The monthly cost can be easiest part of the sale, or the largest and most difficult distract them from the price.
objection, depending on how you approach it. Rather than bringing it up yourself, let Help them understand that
the customer ask about it whenever possible. When they do, make a statement that we don’t have one set price
shows your confidence in this not being a problem, and follow by asking questions to for service.
clarify which price to quote.
“The price depends on a
Customer- “What is the monthly cost?” couple factors and how we
Sales Rep- “That’s the best part. Do you have a home phone?” set up and monitor the
Customer- “Yes, why?” system. Who provides your
Sales Rep- “Some people don’t. Is it a traditional landline or VoIP service” home phone service?’
Customer- “Regular phone I think. I have ___________ service.”
Sales Rep- “The type of phone you have will dictate what service you need.
Where is your computer modem?”
Customer- “In the kitchen, why?”
Sales Rep- “Many phones these days are actually running through the
internet.” (show them the back of the modem) “See how there is no phone cord “I’m not answering”
hooked into your modem? Some people have their phone service through their
internet connection. Its a less expensive phone service, but not reliable enough Some customers will refuse
for a security system. Does that make sense?” to answer your questions
Customer- “I guess so.” until they have the price.
Sales Rep- “Don’t worry, your phone line looks like a traditional line, so we can Show them you want to
get you the best service at the lowest rates. Here, let’s sit down at the table and fulfill their request and the
I’ll show you.” (Sit down and start filling out the equipment on the B Form) “Ok, ask questions you need to.
look at this. You have just the three exterior doors, right?”
Customer- “Yes.” “Right to the point then,
Sales Rep- “Ok, then there was the motion sensor in the hall like we discussed... okay, let’s calculate your
(writing, then looking customer in the eyes) Our marketing budget will cover the price. Tell me, who provides
cost of all this equipment in exchange for keeping that sign in the front yard, and your home phone service?”
that also makes you eligible for the promotional monitoring rate of $300 a month
(looking customer in eyes with straight face) Just kidding. (smile and laugh with
customer) Its only (Look down at paper) $44.99 per month, Now I can actually
give you one more point, would you prefer the keyless entry remotes or a wall fob
for the master bedroom?”
Customer- “The key remote I think. Do I only get one of those?”
Change Your Mentality
Notice how the sales rep uses humor to over-inflate the customer’s expectations and
help break the ice. Once the joke is revealed and the customer relaxes, the rep If you are concerned about
confidently and nonchalantly mentions the rate and directs attention to additional the monthly monitoring rate
equipment. By doing this the rep shows that the cost is not a big deal. being too much for your
customers, change your
Notice how the customer’s decision to get a key remote and their question about the mindset. $50 might be a lot
quantity implies that they accept the monthly price. If the price truly was a problem, of money to you, but most
they would have said something. people spend more than
that on one shirt or a single
meal with the family.
Believe price is the best part
of the offer, and it will be!

Explaining Monthly Costs- Example 2

Here’s another example of how to address the monthly cost. Again, we assume that Luke Toone’s pitch:
you allowed the customer to ask about it rather than bringing it up yourself.
"Most people pay $64.99 for
Customer- “What is the monthly cost?” the new 2-way systems.
Sales Rep- “Great question. Who do you have your homeowner's insurance We've been able to get it
policy with?” down to only $44.99, where
Customer- “Nationwide I think.” its affordable to have, plus
Sales Rep- “Do you have any idea how much you pay on a monthly basis?” get you a discount on your
Customer- “I don’t know, its taken out automatically with my mortgage.” home owners insurance."
Sales Rep- “Yeah, that’s pretty common. For a house this size I would assume its
about $1000 a year, does that sound about right?”
Customer- “Yeah, I think that’s pretty close. Maybe $1200.”
Sales Rep- “Ok, great. And do you have a regular home phone or is your phone
through the internet?”
Customer- “Regular phone I think. I have ___________ service.”
Sales Rep- “Great, that works. Well we cover the cost of all this equipment (point Trey Warner Says:
at B Form) Its pretty expensive stuff, this setup here would typically retail for about
$1300. My budget will cover that entire cost. The only thing you cover is the cost "With you being an
to keep the system connected to police, fire, and medical. The typical customer advertising home we just
will pay more, but your price is $44.99 per month, and you said you have have you take care of kind
Nationwide for your homeowners insurance, right?” of an employee cost that is
Customer- “Yes...” a hair over a dollar a day.
Sales Rep- “By having an alarm system Nationwide will actually give you up to Another cool thing is that we
15% off your homeowner's insurance, so if I am doing my math right, that’s an can still qualify you for the
extra $15 a month, that brings the monthly price down to... wow, its only $30 out homeowners insurance
of pocket each month, that’s REALLY good. Now did you want the 2 way voice discount, who do you use?”
service by itself or do you want to upgrade to the cellular backup like I was
mentioning earlier? It’s only $7 more and would give you online access and
protection against cut phone lines...”
Customer- “Let’s just do the 2 way voice service. I don’t really need the cellular.”
Sales Rep- “That 2 way service is awesome anyway, its going to be just what you
need.” Adam Webb Uses:
Notice how the sales rep confidently brings up the rate, followed by the potential
homeowners discount. They then direct customer attention away from price by "Obviously we are going to
discussing an upgrade to cell backup. The customer, conscious about cost, probably be compensating you for
felt that they wanted to “keep this as low as they could” by selecting the first price. helping us advertise,
The rep solidified the customer’s decision by building value in the 2 -way service. This however I think it's good to
ensured the customer did not feel they were getting an inferior product by not know what people usually
accepting an upgrade. spend on these systems.
Usually the equipment starts

at $800 and goes up
depending on what you
need, with your set up here
we'd probably be at about
$1200, then you have a one
time activation fee of $199. !
The monthly connection is

nothing, it's just $44.99 a
month. !For helping us
advertise we are going to
cover the bulk of the cost. !
You will never pay a single
penny for all of the
equipment we are giving
you. !The only!thing you will
ever cover is the activation
and connection. !Do you
have home owners
insurance?."

Explaining Installation & Activation
Explaining Installation and Activation Costs

The cost associated with getting a trained professional to install the system. Trey Warner’s Pitch
As an advertiser we are
Why We Have Installation and Activation Costs obviously not going to
These costs cover having a professional technician install the system and make sure it charge you $199 to install,
is correctly connected to the monitoring station. Our listed retail price for installation so we give you a 50%
is $199, activation is $25. (these prices are competitive with industry standards and discount at $99.
competition). As a Security Consultant you may charge any amount you wish, but
keep in mind you are subject to your contract and the current sales rules. Just tell your friends and
neighbors that you paid
When Payment is Collected $199 or more cause that’s
These upfront charges are collected at the time of sale, in the form of a voided check, what we shoot for. Can you
a completed check, or credit/debit card number. All the information must be do that for me?”
completed on the “B Form” before the technician arrives.
How to Bring These Costs to the Customers Attention

Here is an example of a rep explaining the charges. In this example, the rep is
reducing the installation charges to $99.
Luke Toone Says:
Sales Rep- “I mentioned earlier that our marketing budget will cover the $1300
we would normally charge you for your equipment. We’ll have the system "This is something you
professionally installed by one of our technicians this afternoon. The installation would like to have in your
is typically $199 and covers travel, time, labor, and tools. There is also a $25 home right? Ok, great.”
activation charge to get the system connected to the monitoring company.
“When we call this in there
Since our technician is already in the area, we’ll only charge $99 to cover the are some start up fees,
labor and I can waive that activation cost completely. Again, like everything else usually there is a $200
we’re doing for you, we need you to keep this between us. If your neighbors know activation fee, but I’m pretty
we discounted everything this much they’ll ask for the same deal and that would sure I can get it down to just
hurt our profitability in the area.” $99, I’d just have to call
quickly to make sure".
Watch
Watch Your
Your Back
Back End
End
Be aware that every arrangement you make with a customer will either have a positive
or negative effect on your back end. Waiving fees and charges may help you get the
sale, but can have significant impact on your final check. Our studies also show that
customers who pay an installation fee of at least $99 are less likely to cancel.
Compare itit to
to aa Cell
Cell Phone
Phone
When you sign up for new cell phone service, you can get a cheap phone for free.
These phones are typically the older and are being “phased out” since demand has
dropped and they can no longer be sold for full retail price. If you want a nicer
phone, expect to pay extra. Either way, you’ll still have to pay for your choice of
minute plans.
Many of our competitors are the same way. When they offer a free or discounted
system, its because they need to get rid of the inventory so they can buy newer stuff.
The last thing they want is to be sitting on a large supply of old, outdated panels that
no one will buy.
Pinnacle Difference
Since our customers are helping us advertise, we want them to have the nicer system.
When their friends and neighbors see the sleek GE panel, they’ll want one too. SInce
our customer is helping us, we give them the equipment for free. We only charge for
monitoring. That’s a better deal than our competition offers, and certainly better than
a cell phone company!

Collecting Payment
Collecting Payment
The deal isn’t complete until the customer has paid. Luke Toone Uses:
“Payment method is really
Acceptable Forms of Payment simple, we do a quick and
As a Security Consultant, you may accept all major credit cards (Visa, Mastercard, easy auto payment out of
American Express, and Discover), debit cards, (with Visa, Mastercard, American your checking account,
Express, and Discover logos on them) and checks (from established checking debit card, or credit card,
accounts). which one would you
prefer?"
Unacceptable Forms of Payment While you are asking, be
We do not accept starter checks (checks without a printed name and address), money looking at the agreement
orders, cashier’s checks, pre-paid (or pre-loaded) credit cards, or cash. form with your pen down,
ready to write the payment
Payment Exceptions method they choose.
Exception #1: If a customer qualifies as “A” credit, they are eligible for manual
billing. These accounts will be billed quarterly (instead of monthly) and the first three
months billing and all upfront charges must be collected at the time of sale. In this
event, a money order, cashier’s check, or pre-paid credit card is also an acceptable
form of payment.
Adam Webb Says:
Exception #2: If a customer qualifies as “D” credit, they can only pay with an
established checking account. “For the connection we do
the secure auto easy pay, do
Exception #3: If a customer (no matter which credit rating) wishes to pay the cost of you usually use a checking
the entire agreement in advance (upfront costs plus 39 months of MMR) they may account or a credit card for
pay with a money order, cashier’s check, or pre-paid credit card in addition to the your monthly stuff? !
acceptable forms of payment.
Would you mind just
What to Say grabbing that for me?”
You must believe that collecting payment is the least of your concerns. After all,
which is more important, the proper choice of equipment, or whether a customer
chooses cash or credit? When you ask for payment, be confident but maintain a “no
big deal attitude,” redirecting the conversation to something more important or
interesting.
Sales Rep- “I just got off the phone with our scheduling department and our
technician will be here within the hour. I just need to get a voided check from you
(look down at paper and write something) Ok, I want to make sure I have your Trey Warner’s Pitch:
emergency contacts right. When the alarm goes off we’ll call the house first, then
your cell phone. If you don’t answer on either one, we’ll call the police and get “How we do the payments,
them on their way, then we’ll call your neighbor Judy, is that right?” like everyone else is you can
Customer- “Yeah, that’s right.” either pay through your
Sales Rep- “Perfect. I just need a signature here then... Oh, where’d that check checking or credit card.
go?”
Customer- “Oh yeah, sorry. I’ll go grab it right now.” What would be easier for
Sales Rep- “While you’re getting that, see this form? (hold up B Form) You’ll need you?”
to give this to the technician when he arrives. Can I leave it here on that table or
will it get lost?”
Customer- “Table is fine. Here’s the check.”
Notice how the rep begins by talking about the technician’s arrival (creating the
feeling that “we need to hurry, he’ll be here soon”) and then nonchalantly asks for
payment. He then looks down, focused on completing the paperwork, (which takes
the pressure off the customer). The rep does not wait for the check, but immediately
moves on to another subject. (This avoids any awkward silence and shows confidence
that payment will be made as requested.)
The rep’s reaction of “Where’d that check go?” gives a forgetful or hesitant customer
a reminder, and shows assumption that the check was brought the first time he asked,
and that he, the rep, had misplaced it in a shuffle of paperwork (rather than making
the customer feel bad that they hadn’t retrieved it yet).

Length of Agreement
39 Month Agreement
The commitment we make to each other. Trey Warner’s Pitch:
Industry Standards “What we require of you

The period of time the customer commits to stay monitored varies by company. Some guys is that you work with us
companies do 12 month (1 year) agreements and require a customer to sign a new for 3 years by advertising the
contract in order to renew service. Other companies do 2 year, 3 year, or even 4 and sign, telling friends and
5 year contracts. Upon contract completion options vary from staying month to neighbors, and using our
month with no contract to renewing for additional periods of time. system, including paying the
employee rate.”
Pinnacle’s Agreement Length
Pinnacle currently only offers a 39 month agreement. After the agreement is
completed, the contract will renew month to month. At that point the customer can
either cancel at any time or can renew an additional agreement.
Once the 39 month agreement is complete, the customer continues being serviced on Luke Toone’s Way:
a month to month basis. While they are not obligated to stay with use, we have an
internal team that will call them and offer additional upgrades in exchange for a term “Most companies ask for a
renewal. 60 month which is 5 years.
How to Bring Up Agreement Length We are fair and only ask for
While most customers will expect there to be a certain length of time, bringing up the a 39 month agreement,
length of the agreement the wrong way can still cause difficulties with your sale. Like even though you will
any other detail, confidence and a “no big deal” attitude will help to overcome most probably have it much
concerns. Treat it as though everyone with whom you’ve done business in the past longer."
has been perfectly fine with the agreement length. See the examples on the right.
Common Mistakes
Some sales reps in the past have misled customers about the agreement length. To
avoid making your customer angry and jeopardizing Pinnacle’s image (and your own)
avoid the following: Adam Webb Says:
FALSE: “By signing the 39 month agreement you’ll lock in your price at this rate.” “The whole reason we are
The agreement stipulates that we reserve the right (even though we rarely choose to able to invest so much into
use it) to raise the monitoring price once every year. your home is the advertising.!
FALSE: “When your contract is up you can get another brand new system for free.” We usually ask that you
The equipment you have installed is state of the art and will not need replacing in 39 keep the sign visible and the
months. If anything, our customer service department may attempt to renew a system on for at least 39
contract by making some sort of offer to them, but do not make promises as to what months, you said you're not
this will be. planning on moving anytime
soon right? !Awesome, just
FALSE: “If you decide you don’t like it a year or so from now, just call us and pretend keep it visible, if it gets lost
you are moving out of the country and we’ll let you out of the contract.” If the or stolen just give us a call.”
customer moves to an area where we do not provide service, we have the right to
charge them the remaining amount of their agreement. This is between Pinnacle’s
customer service department and the customer, so do not promise anything.

Processing Sales
Account Creation and Paperwork

Checking a Customer’s Credit
Checking a Customer’s Credit

A phone call to set up an account and establish the credit worthiness of your customer. Pre-qualification Form
Before you start

You should have been provided with a stack of forms you’ll use to do a Credit Check
(Also called a “Manual Review”). These forms are important, because they
document the permission you should be getting to do the check. If you do not have
these, ask your Manager.
Get Permission
Get permission. Even though this is a “Soft” hit on their credit, they must still give you
consent to pull it. Never pull credit without permission. Its illegal and could get both
you and the company in a lot of trouble. If a spouse wants to run the credit of his or Use this form to gather the
her companion, you must personally talk to the individual and get their permission information you need.
before proceeding.
What if they say “no” to checking credit?

There are different ways to get around the hesitancy involved with pulling credit.
Here’s a few examples:
Credit Checks = Sales
Make the offer exclusive.
“Before I promise you anything I need to make sure you qualify for this offer. To Studies prove that the more
do so I will need to do a small check of your credit history, similar to getting an credit checks you do, the
insurance quote. Can I get your full name please?” more sales you will get.
Focus on the dollar value. Take a look at the

“Before I agree to install $1500 worth of equipment in your home I have to make “Dashboard” section of the
sure you have a good history with the other companies with whom you do “My Sales” portal to see
business. I’m going to call and do a small check of your credit history, similar to your weekly credit checks vs
getting an insurance quote. Can I get your full name please?” your sales.
Account Creation
To check credit you must call “Account Creation” at (801) 437-9199. Select option 1.
When the agent comes on the line, let them know you would like to do a “Manual
Review.” They will ask for the following information:
•Your rep ID- The rep number assigned to your profile in our system.
•Your current location- The office closest to the city where you are currently
working.
•Customer’s first and last name- Use legal names only please. 3 Different Bureaus
•Address- The location where installation and monitoring will occur. If you are
talking to someone about installing a system in another home, be sure to use the To ensure the customer
correct address. qualifies we check their
•Birthdate or SSN- Birthdate os acceptable, but Social Security Number is more credit on 3 separate bureaus
likely to return a (Experian, Equifax, and
•Zip Code- the Zip code should allow the agent to confirm the city and state. Trans Union) to pull up the
•Phone Number- The number of the monitoring location. If the location has no highest score.
number, use the best number to reach the customer.
Getting the “P Number”

Every customer should be assigned a “P Number” at the end of the call. This number
correlates to the account we have created for the customer in our system. Even if the
credit score is lower than you expect, gather and save this number.
Limited Attempts
Only 2 credit checks are allowed per address.
38
Doing a Welcome Call
Welcome Calls
A phone call to to confirm what you’ve offered the customer is what they are getting. Clarification
The rep performing the
Before you start welcome call may repeat
You should have done a Manual Review and received a “P Number.” If you have not things back to you several
received this number or have lost it, call Shell Creation at (801) 437-9199 and get it. times, clarify spelling, or ask
You will also need to have covered everything regarding pricing, agreement length, the proper way to
and equipment. pronounce something, like a
name.
Inform the customer
Once you have completed the sale, tell the customer you will need to make one last They do this to make sure
call. You may something like this all information is accurate
“There’s one last thing I need to do. I’m calling our corporate office to confirm and be sure they do not
everything we’ve agreed to together. They will make sure that what I promised you is offend your customer.
what you are actually getting.” Then proceed to make the call.
What they will ask

Start by letting the rep know you would like to do a “Welcome Call.” The will ask for:
P Number- the number you were given after doing a Manual Review Manual Billing
System Type- Either “2 Way Voice,” “Cell Primary,” or “2 way with cell backup”
Manual Invoice- If they have “A” credit, they have the option of being paper billed Only customers with “A”
Monitoring Rate- The monthly rate you are charging for monitoring credit are eligible for paper
Installation or Activation Fee- Any upfront costs you are charging bills. To set up a “Manual
Upgrades- The dollar value of any upgrades sold Bill” you will need to:
Confirm the contract length- All contracts are currently 39 months.
Payment type- Either checking or through a card (debit or credit) •Add $2 to MMR
Total free points- How many points were given with this system •Inform the customer that
billing is quarterly
Once they have this information, they will ask to talk to your customer and will record •Collect the first quarter’s
the customer agreeing to the terms you have just given them. They will also bill (get a check or charge a
Ask what type of phone line they have (if you are doing 2 way voice) card)
Inform them they are signing a 39 month contract with Pinnacle
Ask if they have an existing alarm, and if so, let the customer know we’re not
responsible for canceling any current monitoring services.

Completing an “A Form”
The primary form to create an agreement between a customer and the company. Business Differences
If you are doing the contract
Where to
Where to Get
Get Paperwork
Forms for a business, you will still
All
Boththe“A”
paperwork you need
and “B” Forms canisbelocated in the
collected Pinnacle
from Store.
the front deskLog intoPinnacle Office.
at any
joinpinnacle.com fill out the date, but leave
No more than 25to access
forms willthe
be various
given tooptions and place
any person. orders.
In the event Since it will
that you arebe
not the remainder of the
shipped from our
able to come Corporate
to the office orOffice, You’llthat
need more need25tocopies,
stay ahead of your
contact Soniainventory
Garcia atto be
sure you never run out of residential information blank
sgarcia@pinnsec.com to the
haveimportant pieces.to your location.
forms shipped
Be sure to complete the
Before you Start Filling Out a Form Business section (found
You should have done a Manual Review and received a “P Number.” If you have not below residential)
received this number or have lost it, call Shell Creation at (801) 437-9199 and get it.
You will also need to have covered everything regarding pricing, agreement length, All information is required.
and equipment.
P Number, Location Type, New or Takeover, Score

Enter the P number on the top right of the form. Underneath enter the building type
(residential or commercial) indicate whether this is a new system or we are upgrading
and finally, indicate the customer’s credit score.
Monitored Number
In the event of an alarm
event, the number you place
in the “Monitored Location
Phone Number” will be
called first, followed by the
“ECV” (Found on the “B
Form.”
Customer Contact Information
Use the information from the manual review to fill out the top portion of the “A If we do not reach someone,
Form.” we will begin routing
Date- the date the contract is effective should be in the following format: “this 12th emergency personnel to the
day of June, 2009.” monitored location.
Customer’s name, followed by the SSN or DOB, whichever you used to create the
account.
Spouse’s name, if applicable, followed by spouse’s SSN or DOB
Street Address- Location where equipment will be installed
Monitored Location Telephone Number- The primary contact number (preferably
their home number, but it can be a cell phone number.) Fewer “A Forms”
Customer Cell Phone- If they have one, to be used if we cannot reach them at home.
Billing Address- Some customers want the bill sent to work or a PO Box. The “B Form” carries most
Business information should be left blank. of the information a
customer wants or needs to
know, so only pull out an “A
Form” when you know the
deal is solid.
Since the “A Forms” are
heavier, you can decrease
your binder weight by
maintaining a 2:1 ratio of
“B Forms” to “A Forms.”
40
Services Disclosure
This section informs the customer that we agree to monitor this location using the Read the Fine Print
equipment listed on the “B Form.”
You will find an occasional
customer who will want to
review the fine print before
signing anything.
Certain Terms and Conditions Before you go sell, make

sure you are familiar with
2.1 states the customer agrees to pay the fees and charges listed on the “B Form.” It the entire agreement.
also mentions how installation and activation fees are non-refundable.
2.2 states the customer agrees to the MMR and will pay each month of service in This will help prepare you
advance. Its also mentions that their city, county, or state could charge additional fees for questions that come up.
out of our control and not listed on our form.
2.3 tells the customer the agreement is for 39 months, unless local law says
otherwise. When the initial 39 months is over we will continue providing service on a
month to month basis.
2.4 says we’ll charge the first month of service after installation.
2.5 talks about what will happen if they move. If its within the first year, we’ll charge
$99 to reinstall a 6 point system, and they’ll continue the original agreement. If its Legal Document
after 1 year, they don’t have to pay the $99, but we will require a new 39 month
agreement. This is a legally binding
2.6 says we’ll pull their credit and discusses their credit rights. document, and should be
treated as such.
No forgery
Be honest
Be accurate
If you have any doubts,

concerns, or questions,
please discuss them with
your Manager.
Signature Section
The customer signs and dates the form on the left side. By signing and dating this
form they agree to all the terms on the front and back of the page.
The person(s) in the customer information section is (are) required to sign the
document personally. Even with consent, a spouse cannot sign for someone else.
You sign and date the form on the right. Print your name and rep ID# in the
spaces provided.

3 Day Right of Recision Can I Cancel?

Legally, the customer has 3 days from the date of the agreement to decide whether or
not they want to keep our service. If you have done your job well, you will have no “Of course you could, but
problem bringing this item up. you won’t want to. By law,
you have 3 days from today
Enter a date 3 business days from today in the following format “Not later than the to decide that you don’t
1st Day of July, 2008” want this service.
The customer will not sign this portion unless they are making the decision to cancel. However, we are so
dedicated to customer
satisfaction that we will do
anything within reason to
make sure you are happy
with your service.”

Completing a “B Form”
The primary form to create an emergency contact list, equipment setup, and pricing. Always 3 Numbers
You always need 3 unique
P Number, Location Type, New or Takeover numbers for an account.
Enter the P number on the top right of the form. Underneath enter the building type
(residential or commercial) indicate whether this is a new system or we are upgrading. Listing multiple numbers for
the same person counts
towards your total of 3.
Anything less than 3 will

result in an “Office ticket”
requiring you to contact the
customer and retrieve the
additional information.
Emergency Contact Information
Customer or Business Name- the name that will be on our records as the “primary
account holder.”
ECV- The backup contact number that will called in the event that no one answers the
primary residence phone. This call will be placed BEFORE emergency personnel are
dispatched. Priority Routing
E-mail- Alarm.com notifications (if the panel has cellular capability installed.)
Emergency Call List- In the event of an emergency, the first number called is always In the event of an
the primary residential number (listed on the “A Form.”) The second number will emergency, the monitoring
always be the ECV. Since you need at least 3 emergency contact number, you may station will first call the
add more numbers in the space provided. Be sure to indicate the number type primary residential number
underneath it, whether Home, Cell, or Business. listed on the “A Form.”
If they do not reach anyone
there, they will call the ECV.
If no one answers the ECV,
emergency personnel will be
dispatched.
Number Types
To make it easier on our
monitoring agents, be sure
to properly indicate the type
of phone numbers a
customer will be using by
checking the appropriate
box below each number.

Promo Rep Pre-Installation Equipment

Detailing the equipment to be installed and the prices associated with each item. Grand Total
System Type One of the questions on the

On the far left there is a section to indicate the type of system you will have installed. welcome call is “How many
2 Way- A panel with an intercom that uses a landline phone to transmit its signals. total Free Points were
Cell Primary- A Panel that uses a microwave radio signal rather than a phone line. given?”
Cell Unit w/2way- A 2 way panel with a cell unit as a backup in the event of phone
failure Save yourself and your
Digital- Do not use customer time by totaling
Other- Do not use and writing this number in
the space provided before
making this call.
Panel Type
We are currently only offering the Simon
XT, Concord, and Lynx Panels.
Sensor/Panel, Quantity
From the list, choose the quantity of each
type of sensors being included for FREE Upgrades vs. Points
Points, Total Points Discuss with your Manager
Multiply the quantities by the points values which is more profitable for
and write it in the “Total Points” section you, adding all equipment
into the “Points” section and
# of Upgrades charging a higher
If and when the customer opts to purchase equipment in addition to what is included installation fee, or charging
free, indicate the quantity desired in this column. individually for upgrades.
Retail Price, Unit Price Since the payouts are

This is the standard retail price. If you wish to lower the price per component you may different for each,
indicate this lower price in the “Unit Price” section. Remember, no matter what you understanding various
charge, each “point” will costs you $30. situations could be useful.
Total Price
Multiply quantity by unit price to get a total for each upgrade item.
Zone Information
This section is used by the technician.

Payment
Used to indicate the MMR, upfront costs (installation, activation, upgrades) as well as Alarm.com Options
payment type used for each.
Signal Forwarding
Type of Fees- Monthly Monitoring Service Customer can view alarm
Check the proper box to the left of proper events from remote locations
service, then indicate the monthly cost you such as PDA or computer
have agreed to charge for the service on the connected to the internet
right. If the unit is cellular capable, indicate
the proper alarm.com subscription and any Interactive
associated fees. Customer can turn system
on and off from remote
Digital locations such as PDA or
An older technology, occasionally used by computer connected to the
our inside sales team. Door to door reps internet. Text or e-mail
should leave this blank. alerts can also be
automated
Private Response Service
Some states (such as Wisconsin) require all signals to be verified by a separate service
before emergency personnel are notified. This service costs an extra $2 per month.
Manual
If a customer has “A” credit they may opt for Manual (paper) Billing. Billing is done More Taxes?
quarterly and costs an extra $1 per month. The first bill should be calculated and
collected by the sales rep. Be aware of the taxes and
fees charged in your area by
Total Monthly Monitoring Service local and state government.
Total of all monthly services. Be aware that while this price includes sales tax, some
states (such as Arizona) have additional charges on the city, county, or state level. While legally you are only
The customer may see these charges added to our bill, but may also see these required to disclose that
charges in a separate bill directly from the state. “Your state may charge
additional money” you will
make a better impression on
Equipment Payment Schedule your customer if you help
• Promotional Rep Installation Fee- The fee them avoid ay surprises.
you charge to install the system.
• Promotional Rep Activation Fee- The fee
you charge to activate the monitoring
• Promotional Rep Upgrades- The total of any
upgrades purchased by the customer (from
the “Upgrades” section above.
• Tech Upgrades- Technician may choose to “Can it be the 5th?”
offer additional equipment at his or her discretion. If so, the Technician will Some customers want to be
complete this. billed monthly on a specific
• Total- Technician will total everything at the end. date. If so, add a “Preferred
Withdrawal Date.”
Payment Information/Electronic Payment
•Customer Name- Print name as it appears
on card or bank account. Only customer or
spouse may pay for monitoring, and must 1st month’s bill
also be listed on the “A Form.” 3 days from installation,
•Billing Frequency- Select monthly, unless normal charges
the customer would prefer to be billed every
3 months. 2nd month’s bill
•Preferred Withdrawal Date- the first bill will Drawn on the desired date,
automatically be drawn 3 days from may be pro-rated.
installation, but if the customer selects a
date (1st -28th) each following month will Each bill thereafter
be taken on that date. Drawn on the desired date,
normal charges
The person whose name appears in
the payment section will be the
credit class we use for the account!

Single or multiple forms of payment

If a customer wishes to pay upfront charges Bank Account Number
separately from the MMR, you may indicate Indicate the appropriate routing for each form of
this on the B Form by including multiple payment by selecting the right box
accounts in the “Payment Information” Account numbers can be
section. All payments must be in the name of the person indicated on the “Customer found along the bottom of a
Name” line of this section. check, after the “I:” symbol.
Automatic Withdrawal from Checking

Bank Name- As it appears on the check
For which payments should this be charged?
All Payments- MMR and Upfront charges
Monthly Only- MMR Only
Activation and Upgrade Only- Upfront These numbers direct
costs only electronic transactions to
Bank Account Number- exactly as it appears the customer’s account
on the check
Bank Routing Number- Exactly as it appear on check
Attach a “Voided” check and mark the “Checking” box.
Automatic Withdrawal from Debit/Credit Card Bank Routing Number

Debit/Credit Card: Indicate card brand.
For which payments should this be charged? Routing numbers are the
All Payments- MMR and Upfront charges first 9 digits found along the
Monthly Only- MMR Only bottom of a check.
Activation and Upgrade Only- Upfront
costs only
Debit/Credit Card Number- exactly as it appears on the card
Expiration date- 2 Digit Month, 4 digit Year. (For example- 04 2009)
Fine Print
By signing the form, the customer agrees
that we can use the form(s) of payment(s) These numbers direct
you’ve indicated until they contact us to electronic transactions to
make changes. They also agree that we’ve the financial institution.
explained everything adequately and that
they are satisfied with the installation.
Signature
Anyone whose name is on the “A Form” should also sign, date, and print their name Check or Card?
in the space provided on the bottom of the “B Form.” The technician will complete
the rest. While some customers do
not care which method is
used, each has advantages:
Checking or Debit
Money is taken from actual
bank account, not debt
involved
Credit
Money is taken from a
credit line, but can be paid
over time or may be eligible
for points or rewards.
Customer should always
consult their financial advisor
for advice on how to pay.

Scheduling an Install- Summer Season
Scheduling an Installation During the Regular Season

A sale is not complete until the system is installed. Contact Number
If you tell a customer that
Same Day Policy the technician will arrive
During the Summer Sales Season, Pinnacle Security has a same day policy on all within the next hour, the
installations, repairs, upgrades, and warranty work. While there are some exceptions customer will expect them to
to this policy, (Like customer’s schedule, technician availability, and equipment be one time. If not, they
availability) your ability to schedule your customer’s installation at the right time will expect a call informing them
increase the reputation of the company and the stability of your sale. of the delay and estimating
arrival time.
Office Manager
Each office should have an Office Manager assigned to schedule installations and Be sure to give the Office
route technicians to your job. Be sure this individual has your contact information Manager a contact number
before you go out to sell. for your customer.
Texting an Install
Some Office Managers like to have a text sent with your installation information. Be
sure to include the customer’s first name, the address and city, the system type, and
primary contact number. Here are a few examples:
Leave an Hour
Jeremy. 123 Happy St, Pinnacletown. 2 Way Technicians may not always
Erin. 450 West 100 North, Securityville. Cell Primary be able to arrive right away.
Jake. 23 September rd. Alarm City. 2 Way with cell
Always tell your customer
Calling in an Install that the technician will
Some Office Managers (OM) may not have texting capability, and require you to call arrive “within the next hour
your installation in. If this is the case, provide the same information as you would in a or so.”
text.
If they arrive earlier than
Office Manager- “Pinnacle, can I help you?” promised it will make you,
Sales Rep- “Hey Robyn, this is Cyrus. I need to schedule an install.” the technician, and the
Office Manager- “Great. What is the customer’s name?” company all look good.
Sales Rep- “Its Jeremy. He lives at 123 happy st in Pinnacletown.”
Office Manager- “System type?”
Sales Rep- “Its a 2 way voice with cell backup.”
Office Manager- “Okay, I will dispatch the next technician available. They
should be there within the hour.”
Sales Rep- “Thanks. Let me know if there is a problem.”
Scheduling out an Installation

There are times when a “same day” cannot occur. If this is the case, whether due to
the customer’s schedule or ours, you will need to indicate this to the Office Manager.
• Write the arrival time on the top of the “A Form” when you turn it in.
• On the day of installation, follow up with the Office Manager to be sure your job
is on the schedule.
Arrive Friday, July 15th between 10am-11am

Turning in Paperwork- Summer Season
Turning in Paperwork- Regular Season

All paperwork must be submitted within the correct time frame or you will forfeit any Fill Out Everything
and all commissions.
It is your responsibility to
complete the paperwork
A Form and prepare it for the
The top two copies of the “A Form” should be removed. The remainder of these technician’s arrival.
forms should be given to the customer. Tell the customer “Keep these copies for your
records.” Take the top two copies of the “A Form” and place them in your binder. It is not the technicians job
Turn these copies in to your Office Manager at the end of your work day. to complete details for you
or collect payment. Please
Attach Payment make sure that is complete
If the customer is paying by check, attach the voided check to the top front of your before they arrive.
copies of the A Form.
Office Manager
Paperwork should be turned
in to your office Manager at
the end of each sales day.
Once they receive both A
and B Forms, the Office
Manager will review them
for errors and mail them to
the Auditing Department.
You Need Paperclips!

Voided checks are easy to
lose. If a check is lost, you
A form with a voided check attached by paperclip. will be forced to go back to
the customer and say “We
lost your check, can we have
B Form another?”
The entire “B Form” should be left with the customer. Tell them to “Give this to the
technician when he arrives.” The Technician will complete it and provide a copy to To avoid this uncomfortable
the customer. circumstance, use a
paperclip to hold everything
Behind the Scenes together.
Once the technician completes their portion of the “B Form” they will give the
customer the pink copy and turn the rest of the B Form in to the Office Manager.

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Sales Training

Last Updated 4/27/09 Proprietary and Confidential 1

Equipment 3 Useful Tips

Last Updated 4/27/09 Proprietary and Confidential 2

Last Updated 4/27/09 Proprietary and Confidential 3

1st Line of Defense: Signs and Stickers

2nd Line of Defense: Doors and Windows

3rd Line of Defense: Motion Detection and 2 Way Voice

Customers buy benefits, not

Last updated 11/7/08 Confidential and Proprietary 34

1st Line of Defense

Solar Powered LED Light (1/4 Point)

Last updated 11/7/08 Confidential and Proprietary 45

2nd Line of Defense

Sliding Glass Door Sensors (1 Point)

Garage Door (Tilt) Sensors (1 Point)

A tilt sensor is typically glued to the

Glass Break Detector (2 Points)

Glass break detectors may have difficulty through

Confidential and Proprietary 6

3rd Line of Defense

“Can I get a snack?”

Last updated 11/7/08 Confidential and Proprietary 67

Wall Fob (1 Point) Moving the Magnet

Medical Pendant (1 Point)

Confidential and Proprietary 8

You may now use the door

Sounder Navigation Keys

Confidential and Proprietary 9

Two Way Voice

Two Way During an Intrusion

Two Way During a Fire

Raising the Priority Level of Alarm Events Silent Mode

Confidential and Proprietary 10

Save a Monthly Bill

A typical customer can save

Alarm.com interactive allows the

Last updated 11/7/08 Confidential and Proprietary 11

The Smoke and Fire Detector is

Flood Sensor (2 Points)

Freeze Sensor (2 Points)

Heat Sensor (2 Points)

Confidential and Proprietary 12

Last Updated 4/27/09 Proprietary and Confidential 13

Approaching the Home Watch Your Back!

Is There an Existing Alarm? As you travel down a street,

Are the Home Entrances Obscured?

Who lives there?

What is the Suspected Income Level?

Last Updated 1/16/09 Proprietary and Confidential 9

Knocking on the Door Quiet Boy!

Knocking vs. Ringing If the home has dogs for

Last Updated 1/16/09 Proprietary and Confidential 15

When the Door Opens Urgent vs. Eager

Smile Politely Urgent- A state requiring

Last Updated 1/16/09 Proprietary and Confidential 916

When You Speak How You Say It

54%- Non-Verbal communication (facial expressions, body language, appearance)