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18 • AUGUST 2013 • WORLD FENCE NEWS CoverSports windscreens & The reasons why your customers buy BY PAUL MONTELONGO TuffPrintTM There are several primary reasons why your customer buys your product, goods or service. If you sell a "highticket" item, this can be a major decision, one that does not happen every week, say like when buying groceries. First, remember your customer doesn't need this high-ticket product; they want it. Now it is up to you to match what they "think" they need with what they really want. This major decision is primarily based on underlying emotional conditions. I don't mean the Dr. Phil kind; I FenceMate® Windscreens and Privacy Screens ® corrugated SafeFoam®, our exclusive protection padding for For quotes and specials visit www.CoverSports.com/WFN We make covers for all athletic surfaces. Mail us your cartoon ideas for Pete and Jake! We will give full editorial credit if used. Send to: World Fence News 6101 W. Courtyard Dr. • Bldg. 3, Ste. 115 Austin, Texas 78730 Airport perimeter security should be tightened continued from page 4 "If a pickup truck plows through a chain link fence and onto a runway, the driver could be a teenager acting on a dare, an unemployed worker with a vendetta or a disturbed soul who hears voices," Mineta wrote in his opinion piece. "Or he might be a terrorist. Security officials would not immediately know, nor would it be clear whether the incident was isolated or part of a coordinated attack. Burglars aren't the only dangerous elements with cutting tools or easy access to uniforms and forged IDs. "Perimeters are the weak link. America has the technology to monitor intruders at and even beyond an airport's edge, but too many airports are behind the curve," he added. Unlike terminal security, which is mean the real kind that you and I both have. The primary underlying emotional reasons for a major purchase like that of a fence are as follows: 1. A need for safety, security or assurance. By this, I mean your buyer wants to have a level of certainty about their decision. For some people, their degree of the need for assurance is much greater than others. In your qualifying and discovery of the client, you must assess how much assurance they need in their life, and especially this kind of purchasing decision. You do this by listening to the reasons they have made other major decisions in their life. Also, how often do they speak of warranty, guarantees, deadlines, and continued on page 40 managed by the Transportation Security Administration (TSA), airport perimeter security is decentralized; the TSA assesses vulnerabilities, but each of the country's 450 commercial airports budgets and manages perimeter security on its own. That's a lot of decision-makers with differing points of view, Mineta said. Standing as obstacles to improved perimeter security are tight budgets, and the geographic scale. He pointed out that the average mid-size U.S. airport covers 2,500 to 3,000 acres, with a perimeter of about 15 miles. "These factors have barred concerted action on airport perimeter security. But those in charge need to do the math. An advanced perimeter security system is a bargain: It costs one-third the sticker price of a Boeing 737," he wrote. "Forward-looking airport operators know this. Atlanta Hartsfield, Chicago O'Hare, Boston Logan and the major metropolitan New York and New Jersey airports have made measurable progress to improve perimeter security. But more need to follow their lead. Our concentrated focus on terminal security has orphaned equally important needs at the edge of airports." These are interesting and sobering points. And the situation is not just "bureaucrat speak." It's a good bet that most of us only need to drive out to our local commercial airport and assess the condition of the perimeter fence to be convinced. If airport owners and operators and government officials decide to harden the perimeters of airport properties, those who manufacture and install high security fencing, crash barriers, intrusion detection systems and many other types of deterrents would be at the forefront of the campaign. Monitor the situation in your area and feel out airport operators and your elected officials. If this move gains momentum (and tragically it would only take one deadly intrusion to spur action), you will be ready to take the lead.