When selling a fire alarm system, how many times do you offer only what the client asks for? More than you can count, I am sure. Typically, you quote what was requested, install the system and then you’re done. However, if you have been studying the code and other information sources regarding fire alarm system applications, you probably realize that you can often turn this type of sale on its head and become a consultant to your client. 

Asking the right questions

Asking why your client needs a fire alarm system could change the way your systems are sold. For example, is your client becoming more fire safety conscious and simply thought a fire alarm system was a good idea? Or, has their insurance provider required a fire alarm system to keep the insurance in place or keep premiums low?

Taking this last example first, the insurance agent might have told your client they need a fire alarm system without providing design guidance. Or the agent might have said to install a manual fire alarm system with one smoke detector in the front office area of the space. 

Your first thought should be that the agent is not trained in fire alarm system design and application. The first clue would be the request for one smoke detector in the front office area! I call this application “feel-good detection” and advise you not to move forward with this installation. 

A good, knowledgeable consultant should begin by telling the client that one smoke detector will not provide any true form of early detection. The National Fire Alarm and Signaling Code, NFPA 72, has outlined spacing requirements for smoke detection and, except for the single smoke detector required at the fire alarm control unit, almost every application will require more than one smoke detector. 

Given today’s technology, adding smoke detection to a system is relatively easy and cost-competitive. However, start with a deeper dive of smarter questions to determine exactly what will suit your client’s needs. For example, what if the entire facility is protected by automatic sprinklers? What does the client (not the agent) want for early warning protection, and why? Adding smoke detection to a sprinklered area has its own merits depending on the owner’s fire protection goals. Certainly, one smoke detector will not meet most goals. But there may be very important reasons why your client wants smoke detection. 

As with the insurance agent, the client is not a fire protection engineer, and your expertise can ensure their detection needs are met, such as providing more life safety protection. Asking the right questions and using your knowledge of how smoke detection and systems operate will help uncover the real reasons (maybe some not even thought of by the client) that more or less smoke detection is needed. 

Don’t be too technical—providing numerous specification sheets during this discussion stage might cause the client’s eyes to glaze over. Ensure descriptions of equipment and detection are clear and simple to follow. Your client will appreciate your questions about fire protection goals and system strategy and will realize you are an important asset to their operation, not just someone selling equipment. 

Question the use of a local fire alarm system. If the goal is to get the fire department to the client’s site quickly, then connecting to a remote supervising station is warranted. A local fire alarm system would help ensure evacuation, but not much else.

If the client made the decision to install a system on their own, you are going to want to ask them many of the same questions to discuss if it will meet their needs.

Be the expert

In the end, you don’t want to sell the system and never contact the client again or wait until they call you. A good consultive sales approach includes being part of the client’s ongoing fire protection strategy. For example, consider doing the following after the initial sale:

• Conduct a regular business review to determine if the system is performing as expected and is free from false alarms.
• Share industry or code updates that may affect the original system design strategy.
• Proactively get involved if the system is false alarming and suggest upgrades as necessary.

When you take this approach, you will become more than just another vendor—you will become the client’s fire alarm strategic partner. This differentiates you from your low-bid competition and gives you influence on how the client’s future projects are developed. Your margins, fire alarm system sales and reputation will all increase. How do you sell systems today?

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