I can’t remember how many times my father repeated to any locksmith who would listen, “Dress like a professional, sell quality products, and act like a professional.” This is your livelihood, he would preach; you aren’t a doctor or lawyer but what you sell is just as critical. You are selling peace of mind and protection of property, securing places where people work and live. This is no small thing.
Milt Goldman, who started at Hardware Sales and Supply in 1956, would have been pleased with ALOA’s “Your Keys to Success,” much of it derived from the Security Hardware Distributors Association (SHDA). The first section on ALOA’s list includes, “Elevate Your Professionalism. In any industry, presenting a professional appearance can help build trust and keep clients long-term. Consider creating a branded uniform for your employees, even if it’s as simple as wearing a sports shirt embroidered with your company logo.”
SHDA suggests to the modern lock and security pro that, “Customers appreciate and relate to professional looking service providers. A sharp shirt with your company logo will do the trick. Also, why not take booties with you on residential calls? You need not invest a lot in your uniform — a clean, pressed pair of khakis and a logo-shirt are more than sufficient. What is your professional image in the eyes of your customer? The first impression you make on a potential customer can reap rewards for the long-term potential of that customer and the references they will make, leading to increased sales potential.”
Rob Massard, President of Redford Lock Security Solutions (www.redfordlock.com), believes in “professionalism from start to finish.” He learned some of this from my father when Rob worked for Hardware Sales and Supply in the early1980s. Since that time, Rob has worked as a sales representative for Sargent Lock before it was purchased by Assa Abloy, and then took a leap of faith and bought Redford Lock in 1997 and moved it to Novi, Michigan. He has been practicing much of the philosophy that my father preached since he purchased Redford Lock.
Rob reiterates, “We’re not the cheapest.” His goal is to sell the features and benefits of security (“people buy the professionalism”), starting with the basics of a mechanically sound door and then adding access control. Professionalism is ever-present, in Rob’s shop, his trucks, his service people, and his website.
Redford Lock certainly does what SHDA preaches, which includes, adding “Professional Signage on your Trucks—this is an ideal advertising opportunity. The sign should include your business name, phone number, web address and a reference to services you provide.” Redford Lock’s truck is an example of strong branding.
Here are some other recommendations from SHDA: “Create a Security Checklist to Help Customers. Proper home and office security can help prevent theft, damage and injury. Prepare a checklist for residential and institutional customers. Increase your sales by up-selling when on a call.” Free risk assessments are one of the tools that Redford Lock Security Solutions uses.
“Have you ever used Uber or Lyft?” the SHDA guide asks. “We can take a page from their book! When you are visiting a customer, why not text or email them your photo prior to arrival? This level of professionalism will be greatly appreciated and underscore that you are a true security professional. Also, make sure you schedule sales calls to local businesses to highlight your location and services,” ALOA and SHDA recommends.
“Make a list of potential customers in your area—retail, office, multi-housing buildings, etc. Set aside some time each week to visit and introduce them to your services. Let them know you are right in their neighborhood and are ready to assist with whatever needs they might have.”
Powerful Advertising
Today’s professional locksmith should also create powerful advertising, including first-rate business cards, attractive flyers and a strong website presence for one’s business. Redford Lock has a catalog, brochures, and a private labeled product line including classroom lockdown products. Its website, www.redfordlock.com, is a “robust website that goes beyond giving the basics of who you are and your contact information.”
Redford Lock follows these SHDA guidelines for websites:
- Tell who you are and what you do. Provide a brief description of your business and service. What is your location address and contract information?
- Share the history of your business and tell your visitor how you are different from your competitors.
- Offer a summary of services offered, benefits the visitor will receive, and how your services are different from the competitors’ services.
- Testimonials—provide testimonials from satisfied customers, and any service guarantees or warranties
- Add Educational Videos to your Website—link to YouTube presentations or product demonstrations. Talk to your distributor about what they might have available to help you with your website.
Redford Lock Security Solutions’ website announces that it “is a commercial security provider that is solution based” and that specializes in “designing, installing, and implementing both physical and electronic systems that add accountability while reducing your liabilities. All of our service technicians are insured and bond protected. We train our service technicians in all facets of commercial locksmithing best practices. All are knowledgeable of building codes, life safety codes, ADA requirements, as well as most local code requirements. Redford Lock Security Solutions is the only locksmith in Michigan to employ an Architectural Hardware Consultant (AHC) on staff which assures you are getting the latest and most secure recommendations.”
ALOA suggests locksmiths use Yelp and Google to advertise themselves and list their businesses on FindALocksmith.com. I also believe in advertising on Angie’s List to build one’s business and reputation. “A” rated locksmiths like Advanced Safe and Lock in Brighton, Michigan and Aaron’s Lock and Key in Madison Heights, Michigan take full advantage of Angie’s List’s New Service Quality Guarantee and Fair Price Guarantee to demonstrate their companies and stay at the top of the list of recommended locksmiths in Southeastern Michigan. It’s the best way to beat the “pretend locksmiths” who perform poor quality work for exorbitant prices.
Being professional is much easier than building a thriving business. According to Rob Massard, professionalism is a must but the keys to developing his successful business are what he calls the “Big 3: Key Control, Access Control, and CCTV.” For example, his company recently installed a 40 camera IP-based system in a suburban courthouse. In fact, Rob believes that those who call themselves “integrators” really aren’t because they farm out the mechanical installations to locksmiths. He believes that Redford is more of an integrator because his company helps make mechanical and electronic security work together as one. And to help grow his electronic business, he has even hired a part-time IT professional who handles his customer IT issues and communicates with network security people.
Rob tries out-of-the-box thinking, including setting up after-hours agreements, with terms that customers agree upon. He rotates employees, some early and some late, usually not after 10 p.m., and he incentivizes employees with extra dollars for after-hours work. He is very proud of his high security key systems (mostly Medeco). High security customers are given a proximity card for their patented systems, which is generated on a data base on his computer system, listing which end user is authorized at each facility, on what specific key and what key level.
Rob tells me that any locksmith can be professional. His overall business philosophy is to “Win your customers, one at a time.” He tries to let his customers know that each one is appreciated. He sends thank you cards for each quote and each finished job, and often surprises them with a Tim Horton’s gift card, which is simple and inexpensive but delights the customer and keeps Redford Lock Security Solutions in their minds.
SHDA and ALOA recommend that locksmiths today become much more than locksmiths. They must become professional security solutions experts if they are to stay and grow in business. Rob Massard and his Redford Lock Security Solutions are prime examples of what SHDA and ALOA recommend as this generation’s professional locksmiths.
I believe that my father would have been proud to witness one of his former employees become a great example of an exemplary security lock professional.
Arnie Goldman is the president of IDN-Hardware Sales, Inc. and a member of SHDA’s Membership and Advocacy Committee.
