Recently, I was discussing some of the “ailments” that seem to affect the fire alarm industry with one of my friends who has been in the business for a long time. It appears to us that salespeople in the fire alarm business have never really learned their craft (or have forgotten how to sell it). 

Don’t be complacent

In my opinion, many who try to make a living in fire alarm sales have become complacent. They have either lost their passion for the business or never developed it. Another way to look at our profession is as a vocation, not just a job. Some stories I hear about salespeople in the field demonstrate a neutral attitude toward success. “Because the codes require a fire alarm system, all I have to do is show up and take the order!”

For example, I recently attended a local electrical contractor’s conference and trade show where I ran into a national sales manager I knew from a large fire alarm system manufacturer. I was surprised he was staffing the booth on a Sunday. But he told me he was there to give his local sales team some time with their families on the weekend. He went on to say that he was glad he had come because he had the opportunity to meet many of the company’s best customers. 

However, his happiness soon evaporated when he discovered that these very faithful customers remained completely unaware of a new tool from the manufacturer that would lower their fire alarm system wiring installation costs. The customers commented, “The salesperson never told me about that product!” Obviously, this sales manager will now be busy retraining his staff. 

Another manager from a different manufacturer told me her salespeople fail to sell valuable add-on products that will increase the bottom line for their commissions and the customer. She theorized their “comfort factor” rests with the code-driven fire alarm system sale. 

An example of one such add-on is a device that monitors the status of portable fire extinguishers. When someone lifts the extinguisher from its mounting hook, the device sends a signal to the fire alarm control unit. It also monitors access to the extinguisher to ensure nothing blocks the pathway to the extinguisher.

In my opinion, this device represents an easy additional sale. But salespeople seem reluctant to sell it. The code does not require this device, but it provides a significant benefit for the customer by eliminating the need for the monthly visual inspection of all fire extinguishers. (See NFPA 10-2022, Standard for Portable Fire Extinguishers, paragraphs 7.2.1.4, 7.2.2–7.2.2.4, 7.6.1 and 7.6.3.)

As you read this, you may say I am being too harsh. We all live in tough economic times. New construction has dipped. Naturally, this means fewer opportunities to sell. But don’t forget that we are in the life safety business. As a salesperson, you sell some of the most essential equipment a customer could possibly need. 

You can help solve your customers’ false alarm problems or replace their outdated equipment, but not without knowing their needs. If you develop ongoing relationships with your customers with the aim of understanding and meeting their needs, you will become the person they call when they have any fire alarm system issue.

Advice from the pros

Harvey Mackay, author of “Swim With the Sharks Without Being Eaten Alive,” also writes a column for many newspapers. He often writes about the “Mackay 66,” a 66-question customer profile he developed as a young salesman. The profile focuses on the buyer, not on what is being sold. In other words, “What are they like as human beings? What are they proud of accomplishing? What’s their life like outside the office? What makes them tick?” You could also add, “What are their life safety needs?”

As he says, “In tough times, having an established relationship with a person often determines the outcome of the sales call ...”

Mackay also mentions another great sales trainer and writer, Tom Hopkins, author of “Selling in Tough Times: Secrets to Selling When No One is Buying.” Hopkins’ book is a treasure trove of good points. But, as Mackay points out in a recent article, Hopkins’ final bit of advice is key. 

Hopkins writes, “During challenging times, it’s more important than ever to dedicate yourself to training, practicing and improving everything you do.” He admonishes, “Don’t just rely on your company to train you, either. Too many average salespeople try to blame their lack of training or motivation from an external source, such as the company, for their challenges. Nobody can motivate you but you.”

I urge you to heed this sound advice. I also recommend that you stop using code mandates as an excuse to limit your sales and services. Understand customers’ life safety needs and know your products better than anyone else does. Be sure to offer solutions to help solve the customers’ problems beyond simply meeting a code requirement. You will have more satisfied customers and will feel better as a passionate life safety sales professional.

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