Tom set up his system years ago and hasn’t thought about it since. He’s not loyal — he’s inert. Surface what’s outdated (no cameras, no phone control) and what he’s overpaying.
3 reframes that work
1Find the feature gap
“Nice — does it let you see who’s at the door from your phone, or is it mostly the alarm?”
Exposes what an older system can’t do without insulting it.
2Question the stale bill
“Most ADT folks we talk to are still paying the rate from years ago — mind if I show you what the same coverage runs now?”
Reopens a decision he stopped making long ago.
3Make switching painless
“We handle the swap and most contracts — you keep coverage the whole time, nothing goes dark.”
Removes the ‘too much hassle’ barrier.
What not to do
✕
Don’t trash ADT — he chose them, so it feels like you’re calling his judgment bad. Contrast features, not brands.