After 30 years in the electronic security industry, there is one thing that drives me crazier than any other thing: being told I charge too much.
Those who tell me this are usually small business or home owners. They compare my company to large national companies such as ADT or Brinks. What's the difference? My company specializes in medium to large commercial and industrial security (fewer sales requiring higher quality and more complicated systems). Companies like ADT and Brinks primarily work residential security (mass sales production requiring less equipment and installation costs).
On occasion, I relent to the request from a friend or close associate to take a look at their small business or home. From the start, I know it will be a tough sell. Without a doubt, my bid will be higher. Naturally, the first thought the prospect has is that I am overcharging. In fact, I'm not. It is just impossible for me to match or beat the bid of a larger national company due to the price break benefits and mass marketing they can afford to do.
I can, however, assure that with the price I quote, you will get a comprehensive security plan. Too many times, I've seen the "discounted" version of security measures taken by other companies: a simple door contact; one motion detector in the main public area; a simple burglar alarm. This is not comprehensive coverage.
Is my price higher? Yes. Yet, I know I am walking away offering my customer more than a few techie devices and a yard sign. In this case, you really do get what you pay for.
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