This document provides sales representatives with probing questions, the industries they are most applicable to, potential customer objections, and responses to overcome those objections. The questions are intended to assess customers' security needs and vulnerabilities in order to increase sales. Examples of probing questions include asking about crime rates near their business, losses of equipment or property, and potential terrorist threats within 500 miles. The document also lists common customer objections like "nothing has happened here" or "it's too expensive" and suggests responses like offering crime statistics or the potential costs of security breaches.

1. Probing sales questions and scenariosThis document is intended to support your sales team with end user contact. DefinitionsProbing question – The probing question is an example of a leading question a person would ask an end user.Most applicable vertical – The vertical industry represented is the most likely to be the victim of a threat.WIFM – What’s in it for me? This is an example of what the end user might be thinking.Objections to discussion – These are objections the end user might have to broaching the probing question.Overcoming objection – These are potential answers to overcome the objectionOpportunity – used to record conversation notes or list potential sales.The questions, “What’s in it for me? (WIFMs), Objections and Overcoming objections should be used in Role Playing scenarios to increase effectiveness and close more business. Aerospace & DefenseEducationHealth carePharmaceuticalAgricultureEnergy & UtilitiesIndustrial manufacturingSecurity integratorChemical manufacturing and storageFinancial servicesLeisureTelecomConstructionFoodMetals and miningTransportation Probing questionMost applicable verticalsWIFMObjections to discussionOvercoming objectionsSales opportunityWhat are crime rates in the area of your business for the previous 3 years? Construction – Theft, vandalismIndustrial manufacturing -- unauthorized intruders, theftLeisure – guest protectionRisk awareness, more familiar with the areaConfidential informationNothing has happened hereDon’t want to get informationDon’t want to spend the money on researchNo one qualified to researchOffer to sign NDABe ready with statsSingle event average settlement 1.5m, judgment 3mOffer to get it for themUnder $100.00 for Cap Risk reportOffer consultancyHas your business suffered the loss/theft of significant equipment or property within three years? Agriculture – chemical theftConstruction – heavy equipment theftTransportation – container theftProtect equipmentProtect proprietary informationProtect peopleEverybody suffers losses….Do not knowDo not capture dataNone of your businessNoWhat are you doing to protect yourselves?Here are some things to reduce riskLet us bring in consultants to assess exposureIt only takes single eventNot perceived as loss, theft of time, office suppliesHave any of your employees been threatened by another employee, customer, vendor, visitor in the last three years? AllSecureBarrier – To keep out threatsSecureAccess – to control access to visitors and former employeesSecureView – to provide a visual record of accessProtect equipmentProtect proprietary informationProtect peopleReduce workplace violenceReduce liabilityPrivacy, including sexual harassmentMight get suedLiability associated with privacy issueOffer to sign NDAOffer to talk in talk in generalityRelate personal experienceAre you aware of, or have there been any terrorist threats within 500 miles of your business location? Aerospace & Defense – national securityAgriculture – protect chemicalChemical manufacturing and storage – protect chemicalsEnergy & Utilities – infrastructure protectionTelecom Utilities – infrastructure protectionTransportation – national security, container protectionIncreased awareness of environmentIdentification of vulnerabilityReduce FUD and provide for rational security decision makingHead in the sand mentalityMaintain OpSec, Don’t want to alarm managementInsurance could go upDon’t want to draw attentionNot awareBe aware of incidentsHave broad definition of terrorist threat or groupsBe information resource for customerDo not alarm, responsibility to inform with actionable items, orYou might need to alarm to get action doneAre you aware of a kidnapping or abduction attempt within the last 3 years within 50 miles? Aerospace & Defense Financial servicesPharmaceutical TelecomExecutive location via SecureAccess and SecureViewCustomer is aware of risk to personnelReduce liabilityFinancial harm through negative publicityMarketplace reactionIt is uncomfortable to discussHead in the sandCan’t happen hereCan’t discuss OpSecMarket would respond favorably to planned response if event occurredMarket responds favorably if there is a planGet your head out of the sand, it happens more often than your think, be prepared with examples or statsSign NDABe aware of OpSec generalities for customerDoes your company process, store, transport, sell hazardous materials or animal products? Agriculture – fertilizer storageChemical manufacturing and storageEnergy & Utilities – nuclear industryIndustrial manufacturing – chemicals and solventsMetals and mining – Explosives protectionPharmaceuticalTransportationLeft blankProprietary informationWant to stay “under the radar”Publicity = riskSign NDA or confidentially agreementDevelop personal relationshipUnderstand vertical marketProvide market intel regarding securityDoes your company store, Process, transport, precious metals or gems or large amounts of currency? Financial servicesLeft blankProprietary informationWant to stay “under the radar”Publicity = riskSign NDA or confidentially agreementDevelop personal relationshipUnderstand vertical marketProvide market intel regarding securityAre your corporate executives “high profile” and recognized by the public? Aerospace & Defense Financial servicesPharmaceutical TelecomExecutive location via SecureAccess and SecureViewLeft blankOpSec prevents discussionNothing has ever happenedPerceived low probability of occurrenceNDABe prepared with statisticsHigh criticalityDo you know what would happen if event occurred?Does your company utilize proprietary or patented processes (trade secret) or materials in its business? AllSecureBarrier to protect perimeterSecureAccess to track access to protected areasSecureView to provide visual recordIncreased awareness of industrial espionageRaise awareness of the value business processes or intangiblesMight have been the victim of industrial espionageNot aware of the value of the trade secretsDon’t want to expose processNone of your businessSign NDAYou are not alone, be prepared with statsHelp customer quantify the value of the process, what if competitor got secret formulaTalk in generalities, demonstrate best practices in perimeter securityAre you aware of any legislation, govt regulation or industry standard that affects access control? Aerospace defense -- DoD Energy – NRCFinancial services -- FDICPharma -- DEAFull compliance with regsReduced riskAvoid penaltiesCustomer good willIf they are not compliantNo budget to fixNo expertise to address problemsAccepted the riskBe aware of the consequences to the customerDemonstrate wide array of solutionsOffer consultancyDemonstrate extreme consequences of accepting the riskAre you aware of any legislation, govt regulation or industry standard that affects CCTV? Aerospace defense -- DoD Energy – NRCFinancial services -- FDICPharma -- DEAFull compliance with regsReduced riskAvoid penaltiesCustomer good willIf they are not compliantNo budget to fixNo expertise to address problemsAccepted the riskBe aware of the consequences to the customerDemonstrate wide array of solutionsOffer consultancyDemonstrate extreme consequences of accepting the riskAre you aware of any legislation, govt regulation or industry standard that affects intrusion detection?Aerospace defense -- DoD Energy – NRCFinancial services -- FDICPharma -- DEAFull compliance with regsReduced riskAvoid penaltiesCustomer good willIf they are not compliantNo budget to fixNo expertise to address problemsAccepted the riskBe aware of the consequences to the customerDemonstrate wide array of solutionsOffer consultancyDemonstrate extreme consequences of accepting the riskAre you aware of any legislation, govt regulation or industry standard that affects perimeter lighting? Aerospace defense -- DoD Energy – NRCFinancial services -- FDICPharma -- DEAFull compliance with regsReduced riskAvoid penaltiesCustomer good willIf they are not compliantNo budget to fixNo expertise to address problemsAccepted the riskBe aware of the consequences to the customerDemonstrate wide array of solutionsOffer consultancyDemonstrate extreme consequences of accepting the riskAre you aware of the deterrence value of lighting? Chemical manufacturing and storage – Processing and storage lightingConstruction – Lighting for safetyEducation—campus lightingIndustrial manufacturing – processing and storageTelecom – deterrence at remote sitesTransportation - safety and deterrence Enhanced aestheticsIt belongs to “Security” budgetIt belongs to “Facilities” budgetPerception of high costNot awareDon’t careWho is “Security” guy?Who is “Facilities” guy?Allow me to put quote togetherDemonstrate deterrence valueDiscuss aesthetics, Make them care, by showing perimeter with and perimeter withoutCan your business account for the whereabouts of all the employees at any given time? Aerospace & Defense – safety and complianceChemical manufacturing and storage – safety in case of accident, property and loss preventionEnergy & Utilities – safety in case of accident Industrial manufacturing – safety in case of accident Pharmaceutical –security and protection of property, loss preventionTransportationSafety and accountability of employeesAwareness of employee locationDisaster recoverAwareness of traffic patternEnhanced emergency responseAudit trail of employee movementsDon’t want to admit they don’t have a clueProprietary informationPrivacy Union issuesExplain how it is relevant, improve competitive natureIdentify current and potential loss eventsMay be losing assets, not even know itTime theftNDACommiserate, review union contractWhat are your perceived areas of vulnerabilities for your business?Aerospace & Defense – terrorist and industrial espionage Agriculture – theft Chemical manufacturing and storage – theft, industrial espionage, safetyConstruction – vandalism, equipment theftIndustrial manufacturingTelecom – uptimeTransportation – terrorism, illegal goodsAwareness of how an intruder might breach the perimeterProviding for the safety of your employeesDo you trust your employees that much?Don’t want to let vendors have visibility to vulnerabilityDon’t want to divulge proprietary informationDon’t careNDAExplain about how litigation may affect your businessHow do you envision your firm’s security position in terms of policy, implementation and enforcement?Aerospace & DefenseChemical manufacturing and storageEnergy & UtilitiesFinancial servicesIndustrial manufacturingPharmaceuticalTelecomTransportationIncreased security postureBetter asset protectionIncreased moraleProprietary informationTo much to digestNone of your businessSign NDATake it in smaller bitesOffer to provide information on how enhanced security will contribute to businessHow do you envision Decision support systemCommand and controlBarrier securityAccess controlIntrusion detectionCCTVVideo analyticsPerimeter lightingas part of your firm’s security implementation?Aerospace & DefenseChemical manufacturing and storageEnergy & UtilitiesFinancial servicesIndustrial manufacturingPharmaceuticalTelecomTransportationIncreased security postureBetter asset protectionIncreased moraleProprietary informationTo much to digestNone of your businessSign NDATake it in smaller bitesOffer to provide information on how enhanced security will contribute to businessAre the contents of freight containers verified at the perimeter? TransportationControl cargo theftControl product diversionIncrease safetyReduce risk of substandard inventory introduction High cost of inspectionIntrusive Slows incoming trafficInconvenientProcess can be standardizedConsider cost of not doingNegligible slowdown compared to high return and risk mitigationIt is inconvenient, do you want to be safe or convenient. Find middle groundIs the perimeter alarmed? Agriculture Chemical manufacturing and storageConstructionEnergy & UtilitiesIndustrial manufacturingTelecomKnowledge of secure perimeterReduced shrinkageIncrease safetyGives business owner control over propertyPerceived high costPerceived high alarm rateAccepted riskCurrent system is adequateDo not perceive heightened riskProvide quoteNew systems are more stable and accurateDemonstrate risk events through examplesDoes your firm have the capability to conduct remote alarm assessment for the perimeter? AgricultureChemical manufacturing and storageConstructionEnergy & UtilitiesIndustrial manufacturingTelecomCost effective alarm assessmentContinuous and remote surveillance. View multiple properties from single locationDo not want to reveal operational securityDon’t need itThat sounds expensiveWhat do I need that for?Speak in generalitiesNDAImprove operational efficiencySend appropriate responseCompliance issuesControl false alarm costIf there is no one to assess the alarm why bother having an alarmHas your business been subjected to vandalism? ConstructionLeft blankIt is expensiveIt is embarrassingMakes you feel vulnerableAffects employee moraleAffects productivityCommiserateBe prepared with crime statsShow that you are not aloneWhat event or series of events increased your awareness of perimeter security? AllLeft blankLeft blankLeft blankWhere does Security fit in your firm’s organizational structure, HR, facilities, IT, standalone? AllLeft blankDon’t want to reveal OpSecMight be embarrassedNot fully definedDemonstrate typical org structureShow where security can fit in to organizationWhat department has budget responsibility for perimeter security? AllLeft blankDon’t want to reveal OpSecMight be embarrassedNot fully definedDon’t know itAskIs there a designated security executive, Chief Security Officer? AllLeft blankDon’t want to reveal OpSecMight be embarrassedNot fully definedDon’t know itFind our ahead of timeAre there areas within the perimeter that require more restrictive access control than other areas? Aerospace & DefenseChemical manufacturing and storageEnergy & UtilitiesFinancial servicesIndustrial manufacturingMetals and miningPharmaceuticalTelecomTransportationIncreased awareness of critical areasBetter defined vulnerabilitiesTrade secretIncreases risk by discussingMight be classifiedMight be proprietaryNDACan’t help if you don’t tellOffer to go through security training or clearanceSpeak in generalities