52 • hardware&security
PROUD SPONSORS
OF THIS PAGE
Tap into the
cylinder
replacement
market
Says David Herbert, Head of
Marketing for YALE, who examines
lock snapping, media awareness
and the standards required to
overcome these crimes.
»»According to a recent
survey, almost a quarter of
Britons have lived in 10 or more
homes in their lives, with 54 per
cent of people under 25 claiming
they have already lived in three
or more places. Statistics also
show, people typically move
three more times before they are
45 on average*.
Spring is traditionally a
time for planning and looking
ahead, and moving home is
high on the agenda for many
people during the spring/
summer months, providing
the perfect opportunity for
locksmiths to promote their
services and lock-in spring
time cylinder sales.
Statistics show around 5
per cent of home burglaries
occur because the intruder
has a key**, highlighting the
need for consumers to change
their cylinder lock when
they move home. However,
worryingly, statistics show
that over half of people that
move house don’t change the
locks at all despite the risk
that previous residents could
still be in possession of keys.
Unsurprisingly research from
the British Crime Survey also
shows people who’ve been
living in their new home for
less than a year are almost
twice as likely to be burgled
as the average homeowner.
This provides locksmiths
with the perfect opportunity
to educate homeowners of
the risks associated with not
changing the locks when they
move, helping them to build
trusted relationships with
customers.
By offering high quality,
branded security products,
locksmiths can boost
their profit margins, as
they can upsell higher
value, maximum-security
products to homeowners by
emphasising their benefits.
Most branded products also
come with more after-sales
support, reducing the need
for unnecessary callbacks.
For example, Yale has a
dedicated customer services
helpline for consumers, as
well as active Facebook and
Twitter social media channels
where product queries can
be answered swiftly; reducing
time locksmiths have to
spend with customers once
they have completed the
job.
Continues on next page >
locksmithjournal.co.uk | mar/apr 2015
Sponsored by STANLEY Security