Prevent crime: sell security!

aICTOBER is National Crime Prevention Month. You Vcan generate security hardware sales by joining local police and neighborhood groups worrie.d about crime.

Home security is a top consumer concern. FBI statistics show a burglary occurs every 11 seconds - almost three million times a year. But police and crime prevention experts say much can be done to significantly reduce the odds of becoming a victim of residential burglary. Many reconmended solutions can be found in the builden hardware department. Sturdy exterior door and window locks and deadbolts are essential to making a home safe from burglary. Yet a recent national slwey shows almost 407o of homes have no deadbolts on secondary doors like back doors and basement doors, often the target of burglars.

Lumber and building products retailers are a natural pipeline for home security products and information. A recent study shows that warehouse home centers are weak in builders hardware categories, providing a unique opportunity for you to develop a profitable niche market. The first step is stocking heavy duty door and window locks, especially in solid brass, bolt locks, deadbolts, sliding door and window locks, door guards and door viewers in the builders hardware section.

With a solid securitv hardware section. a retailer can

Story at a Glance

Use National Crime Prevention Month to increase builders hardware sales promotions, special services, competitive pricing.

build sales and profits and have a tremendous impact on reducing crime in the community. Consider the following opportunities to provide crime prevention information or take advantage of materials offered by Kwikset, Master Lock, Schlage or other security hardware suppliers:

/ Sponsor store events or demonstrations and become a conduit for home security information using manufacturer-supplied materials to dress-up aisles and communicate with customers.

/ Merchandise home security hardware in a prominent location or a special section of the builders hardware deparonent. Use endcap displays with information about applications and installation.

/ Hucate store employees to become expert sources of home security information for customers.

/ lnvite local crime Drevention officers to conduct in- store presentations.

/ Cteate a parurership with local crime prevention organizations, providing them infomlation about the different types of security hardware you offer.

/ Include security tips in your advertisements linking them to security hardware specials.

/ Otter discount coupons, a freebie for sales of a specified amount or a two-for-one sa]e.

/ Prepare a flier explaining how to conduct a home secudty audit, using information available from local law enforcement officials or security hardware manufacturers.

/ Scnedute clinics for do.it-yourselfers on the installation of deadbolts and locks.

/ A*ounce crime prevention events in local media by disributing a press release to newspaper, radio and tv news departments and including it in store ads, fliers and posters.

Before launching a crime prevention promotion, make sure the builders hardware area is adequately merchandised and sales people are familiar with the features of all the seanity hardware on display. Place orders in ample time to ensure a wide selection is available, Use guidelines offered by your supplier to deterrrine the number of feet and assorunent of security hardware needed in a store of your size.

Shop the competition and capitalize on its wealnesses. Price competitively, making sure traffic builders are priced right. Have catalogs and be prepared to offer fast service on any unusual items that must be special ordered.

Although selling security hardware will be the goal of your crime prevention emphasis, don't forget companion items such as lever handles, door knockers, door stops, door holders, door closers, sash lifts, door pulls, gate latches and hinges and house numbers. Offer rekeying, duplicate keys and installation services to atEact both consumer and builder cuslomers.

Make your own planogram or use one from your supplier for both shelf and pegboard displays. Keep the area replenished so that displays look fresh at all times. Restock and straighten hooks and shelves once or twice a day. Signs for self-service items should be changed at least every four months to keep them from looking shopwom.

Be prepared to sell more builders hardware of all types. Once customers discover the breadth and quality of the departrnent, they'll make your store headquarters for all their builders hardware needs.