The Locksmith Journal Mar-Apr 2015 - Issue 37 | Page 48

48 • hints&tips PROUD SPONSORS OF THIS PAGE ‘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 \˜\