There’s no question that the security industry has grown substantially in recent years. This growth is causing many new companies to enter the market, but it also means more potential customers are out there than ever before.
The key to success for these new entities is finding leads and marketing what’s most important to them. In this blog, we’ll provide insight into what lead generation options exist and how you can use them to sell your security guard services.
Identify Your Target Market
The first step in marketing your security services is understanding who you’re talking to. This means identifying a target market that may have a want or need for your service.
When determining your target market, think about the types of customers you want to work with. Do you want to prioritize specific industries or events? Do you find more business success with schools, banks, or other industries?
When you’ve identified the kind of customers you want to work with, look into who is hiring security companies and what they’re looking for. Make sure you look at the types of insurance and licenses they require and then determine if you can meet those requirements. If you do, your security guard company may be a good fit for their business.
How To Market Your Security Company
As a security company, lead generation is crucial for business growth. Traditionally, there are two ways to approach lead generation: B2B appointment setting and digital marketing.
B2B appointment setting is a lead generation strategy where business and sales development reps reach out to prospective businesses to pitch a company’s product or service. Business and sales development reps build and nurture relationships with leads through the following sales efforts:
- Cold calling
- Email marketing
- LinkedIn InMail messaging
Digital marketing is the process of optimizing your digital platforms so leads come directly to you and your business. Leads can be generated through the following platforms and mediums:
- Websites
- Blogs
- Social media posts and advertisements
- Pay per clicks (PPCs)
- Landing pages
While finding new leads for your security company can be time-consuming, outsourcing lead generation efforts can help you free up time so your internal team can spend more time selling.
Most Effective Tips for Sustainable Growth
Once you’ve started generating leads, it’s time to start building meaningful relationships that convert prospects into long-term customers. When building relationships and nurturing leads, keep these tips in mind:
Understand Your Target Market
Before you go into a sales appointment with a lead, make sure you know everything you need to know about their security needs. Be open to tailoring your services to their needs and preferences. Without a customizable business approach, you risk losing high-quality opportunities.
Understanding your target market gives you a leg up over local competitors. When you’re doing your research, scope out your competitor’s offerings and discover what their customers like and dislike about their services. This allows you to one-up them and provide more significant benefits for clients.
Assess Your Price Point
Are you prioritizing quality over quantity? Most security professionals agree that it’s better to have fewer higher-paying customers than to have many low-paying ones. While it may be tempting to keep prices low because you want more business, this can be a risky move in the long run because you risk insignificant business partnerships.
Rather than focusing on generating new business opportunities, consider giving your current customers the attention they deserve. By outsourcing your sales efforts, your sales and marketing team can take care of lead generation for you, so you can prioritize customer satisfaction.
Think About Your Long-Term Goals
What are you hoping to achieve through a B2B lead generation program? As you work hard to generate leads and set appointments with potential customers, think about how all of your lead generation efforts are intertwined. This will help you make business decisions that benefit your company and generate long-term predictable growth.
Develop Trust With Prospects
Building trust is one of the most important aspects of a security business and is something that you should prioritize in your first conversation with a prospect. Since you’re the one overseeing employee and visitor safety, trust is incredibly important in a company and security guard service partnership. You can develop trust with prospects by sharing relevant case studies and posting social media and blog content about your security guard best practices. This positions you as a thought leader in the industry.
Most Common Mistakes Made by Security Companies
Every B2B company makes mistakes here and there, but that’s a part of growing into a successful business. Some of the most common mistakes made by security companies include:
Being a Jack of All Trades
Being a jack of all trades is a great way to find a little bit of success in many different areas. However, it can be a recipe for disaster when trying to establish an authoritative business. Instead of spreading yourself too thin and offering everyone the same thing, focus on doing one thing really well. This is a great way to gain a loyal customer base that needs the specific services you have to offer.
Being Afraid To Ask Your Worth
A common mistake that security guard companies make is believing that every lead is a lead worth chasing. However, it’s important to remember that not every lead that comes your way will provide ROI for your company. It’s OK to say “no” to a company that wants to do business with you.
If a prospect is not willing to pay the set price for your program, they may not be worth doing business with. A security guard service is valuable and provides significant benefits to businesses of all kinds. When it comes to security services, employee, visitor, and guest safety is worth the investment.
Not Educating Prospects
One of a security company’s most important tasks is ensuring that clients feel safe and confident about their safety and property. To do this, you need to keep your clientele informed about the various ways they can improve their security solutions.
For example, having a documented emergency response plan in place for an active shooter on the premises can improve your clients’ security without your security guards having to physically be there at all times. As always, an ounce of prevention is worth more than a pound of cure. As a trusted security company, impart this wisdom to your clients as much as possible by offering written materials that detail how they can keep their property safe and secure.
Key Takeaways
Many businesses don’t have the budget or resources to hire their own marketing team. If you can relate, hire a third-party lead generation provider to develop leads for your business. By working with an outsourced sales team, you have the advantage to work with high-performing sales reps who provide significant ROI for your business.
At Abstrakt Marketing Group, we work with an extensive network of security guard service providers to generate high-quality business opportunities. By using our unique set of resources, we can bring your business a steady stream of qualified leads. Contact our sales reps today to learn how we can optimize the way you generate business!
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