48 • hints&tips
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‘Smoke &
Mirrors’ - or
Marketing?
»»Following the exclusive
article in the last issue of The
Locksmith Journal, regarding lock
snapping standards, Brisant’s
Steve Stewart has been accused of
using “smoke and mirrors” to play
down the value of the Kitemark. In
this issue he responds by urging
businesses to concentrate on their
own product offering rather than
that of their competitors...
“The purpose of my previous
article was not to play down the
importance of the Kitemark but
to explain the reality of achieving
and claiming relevant tests and
standards. I also stressed that
individual customers, locksmiths
and manufacturers have to make
their own mind up on the value of a
Kitemark as a selling tool versus the
value of pinning on site.
‘the reality of
achieving and
claiming relevant
tests and standards’
“Our Ultion 3 star/sold Secure
Diamond lock has been referred
to as a “Newbie” 3 star, as well
as claims being made that, while
selling to the public, a 3 star Yale
would carry more weight and have
more chance of gaining the sale
than any random newbie product
that has both 3 star and Sold Secure
Diamond.
“While it is correct to call the
Ultion a newbie 3 star, we are
very proud to have attained both
TS007and Sold Secure Diamond
in recent months. I am also
proud to have been responsible
for the design, development and
introduction of the first Sold Secure
diamond and TS007 3 star lock in
the market. I am again proud to be
the person who brought to market
the only two current Sold Secure
diamond products. As most cannot
achieve SSD, it may be a “Newbie”
but one that has great pedigree!
After all, the fact that TS007 was
only introduced in September 2011
- and most did not pass until two
years later – surely makes ALL 3
stars relative Newbies.
“The Yale brand point is valid.
Strong, recognised branding always
gives a big leg up on selling but,
to avoid “smoke and mirrors” it
,
is important to be clear on what
accreditation the products you are
selling actually do carry, and what
tests they have achieved across all
marketing materials, such as on
websites and in catalogues.
“As things get more competitive,
marketing your product, business or
service becomes more important.
But defaming a competitor product
is not the best way to go, as it can
lead to the perception of you simply
being unprofessional and so put
potential buyers off.
“It is also a fact that good, robust,
anti-snap locks are stopping
burglars in reality every day of the
week. The fact that cylinders in
general are getting more secure has
to be a good thing, doesn’t it?
“Depending on the individual
end users circumstances and
affordability, there can never be
a ‘one size fits all’ solution. Some
customers may have a budget that
calls for a good, robust, anti-snap
lock at a particular price point or
even just a security handle. For
those buyers who always want
the best, I believe that the smart
locksmiths who have the ability
to sell benefits and a genuine
‘It is
also a
fact that
good,
robust,
anti-snap
locks are
stopping
burglars
in reality
every day
of the
week’
locksmithjournal.co.uk | mar/apr 2015
Sponsored by STANLEY Security
consideration in their customer
getting the best, will highlight
the benefit and credibility of SSD
products to prove their superior
attack resistance. Others will use a
Kitemark, a sacrificial cut or some
other feature to sell their product
of choice, bearing in mind their
business model or the customer’s
needs. That is also valid and fair.
“Without doubt, the best
marketing is that which gives the
right message to its target market.
Our rapid growth as a company
has been forged by listening to our
target customers and developing
our range and service to suit them.
Our most successful locksmith
customers are the ones focused
on their own business activity and
promotion. Where they lack the
resources, we try to support with
innovations such as like www.lockadvisor.co.uk
“So I would advise you not to
waste your energy throwing rocks at
the competition; instead, spend your
time identifying your own target
market and their specific needs.
You can market something your
customers neither want nor need –
but they just won’t buy much of it!”
The opinions expressed in th \\