The importance of taking a scientific approach to selling is emphasized. The market and market potential for security systems are outlined. Advice is given on closing a sale on the first call, organizing a structured sales presentation, the use of conceptual selling rather than hardware peddling, multilevel pricing, and the use of the security survey. Ways to save money on advertising and nonproductive forms of advertising are described, and the importance of using the telephone is detailed. Instructions are also given on establishing credibility by making a good first impression, overcoming objections raised by the potential customer, and closing the sale. Buyers' motives and techniques sellers can use to overcome their own fears and examine their own goals are also covered.