Outsourced sales development for security Companies

Security guard lead generation: get on the bid list before the contract goes out

Guard contracts change hands for two reasons: the current provider keeps missing shifts, or the post order goes out to bid on a schedule. Either way, the buyer only calls companies they already know. We book meetings with property managers, facility directors and security leads so your company is on their list before the next bid or the next no-show.

Qualified security meetings on your calendar, booked by U.S.-based SDRs under your name.

See If My Market Is Available See Client Results

Ask Ava anything about the information on this page.

The sales floor behind your security program

  • $1B+in client revenue generated
  • 100,000+meetings booked a year
  • 2,000clients
  • 17+years on the phones
  • 4.8 / 5on Google, 4.6 on Clutch, 4.64 with the BBB

Abstrakt company figures as of October 2026; ratings as published on Google, Clutch and the BBB, September 2026. See client results.

Verified performance benchmarks

What it takes to book a security meeting

Real activity and outcomes logged on security programs. Each figure carries its definition, and the panel below says exactly what it covers.

Abstrakt sales center data
  • 104,502prospecting callsOutbound dials logged by Abstrakt SDRs on client programs in this vertical.
  • 638appointments setMeetings booked with a decision-maker who met the client's criteria.
  • 164dials per appointmentCalls divided by appointments set, rounded.
  • 12.8%of opportunities reached a proposalOpportunities are appointments that became a sales opportunity. Not a rate per appointment.
  • 11.4%of proposals were wonProposals the client reports winning, divided by proposals sent.
Period
Cumulative program history through October 2026.
Scope
National. Abstrakt client programs in the "Physical Security" vertical. No market-level rates.
Sample
104,502 calls and 638 appointments set.
Source
Abstrakt sales center, Performance Intelligence (Abstrakt's internal program reporting), imported 2026-10-01.
Not a promise
Historical averages across many programs, not a forecast or a promise for any single program. Client mix, offers and target lists differ.

How the sales center benchmarks are measured

What we fix

Why security pipelines stall, and what changes

  • Price shopping on the hourly rate

    The SDR leads with coverage, supervision and reporting, so the meeting is about what the buyer is not getting today, not only the bill rate.

  • Owners and operations managers selling at night

    Your SDR does the prospecting and follow-up during business hours while your team runs the posts.

  • Hard to find who signs the guard contract

    We map the property manager, regional manager and procurement contact behind each site and work each level.

  • Multi-year contracts that rarely open

    Nurture keeps your company in contact until the renewal date, so you are on the list when the buyer finally goes to bid.

How it works

How we fill your security calendar

  1. Build the list

    Target properties and sites in your service area by type, size and number of posts, with the managers and security leads who buy guard coverage.

  2. Run the outreach

    A U.S.-based SDR team works phone, email and LinkedIn under your company name, leading with coverage, supervision and incident reporting.

  3. Book qualified meetings

    Every meeting is with the right company, the right contact and a real timing reason, booked straight onto your calendar.

  4. Nurture the rest

    Sites under contract stay in a follow-up cadence until the renewal comes up or the current provider slips.

Every meeting clears three checks before it reaches you

  • Right companyAn account that fits the work you want.
  • Right contactSomeone who signs or shapes the decision.
  • Right timingA stated need or a reason to talk now.

Then it is graded on our 25-point 5 Star Scorecard. What counts as a qualified appointment.

We take one security client per territory

If yours is open, a strategist can walk you through the target list, the outreach and the meeting number on one call.

Check my territory →Call (314) 338-8865
Where the pipeline comes from

The accounts a security program calls

  • Commercial property management firms

    Office towers and business parks need lobby officers, patrols and access control coverage, and one management firm often buys for a whole portfolio.

  • Apartment communities and HOAs

    Courtesy officers, gate staff and overnight patrols, usually bought by a regional manager or board after a string of incidents or resident complaints.

  • Hospitals and healthcare campuses

    Emergency departments, parking structures and behavioral health units need trained officers around the clock, with tight post orders.

  • Warehouses, distribution centers and manufacturers

    Gatehouse officers, truck check-in and overnight patrols protect inventory and keep yard traffic moving.

  • Construction sites and developers

    Equipment and material theft drives demand for overnight guards and mobile patrol until the building is closed in.

  • Retail centers, venues and event organizers

    Loss prevention, parking lot patrols and event staffing, with seasonal peaks the current provider may not be able to cover.

Who decides

The people behind a security buying decision

Property or portfolio manager
Controls
The guard contract for each building, tenant complaints and the vendor relationship.

How to open: Ask how often a post went uncovered last quarter and how they found out.

Facility director or director of operations
Controls
Security spend across a campus or plant and the post orders officers work from.

How to open: Lead with supervision: ask how they know officers are actually doing their rounds.

Corporate security manager or director
Controls
Security standards, incident reporting and which vendors stay on the approved list.

How to open: Ask what their reporting looks like today and what they wish they had after an incident.

Procurement or HOA board
Controls
The RFP calendar, contract terms and the final vendor vote.

How to open: Ask when the current guard contract was last bid and how vendors get invited.

Reasons to call

What opens a security account

  • Missed shifts and officer turnover

    Uncovered posts and new faces every week are the most common reason a buyer starts looking. Calling while it is happening gets a real conversation.

  • A break-in, assault or theft

    An incident on site puts security in front of ownership, and the property manager needs to show a change.

  • Contract renewal or RFP

    Guard contracts come up on a cycle. Being known before the bid is how you get invited to it.

  • New buildings, tenants and openings

    A new property, a major tenant or a new distribution center creates posts that did not exist before.

  • Events and seasonal peaks

    Holiday retail, festivals and stadium seasons need extra officers, and a buyer short on coverage will add a second vendor.

Our terms

Why companies hand us the phones

  • Program commitments

    Program expectations and commitments are defined in your agreement. Before launch we agree on what a qualified meeting is, who we call and how results are reported.

  • Exclusive to your territory

    One security client per territory. We will not run the same program for your direct competitor in your territory.

  • A U.S.-based SDR team

    Your SDR works under your company's name from our St. Louis campus, home to 500+ U.S.-based team members.

  • Every meeting graded

    Every booked meeting is graded on a 25-point scorecard before it reaches your calendar. Grade a sample call yourself.

Straight answers

What we hear before a program starts

  • “Our best work comes from referrals.”

    Keep every one of them. Referrals close well, but they do not arrive on a schedule and they never reach the accounts that have not heard of you. Outbound adds a source you control, under your name, so a slow referral quarter does not turn into a slow year.

  • “Our buyers do not answer cold calls.”

    Most do not, the first time. That is why your SDR works phone, email and LinkedIn together and keeps going after the first no. In our sales center a security appointment took 164 dials on average. Meetings come from persistence and a specific reason to talk, not a clever script.

  • “We tried an appointment setter and the meetings were junk.”

    Then nobody pinned down what a meeting was. Before launch we agree on the definition with you: right company, right contact, right timing. Every meeting is graded on our 25-point 5 Star Scorecard before it reaches your calendar.

  • “We could hire our own SDR.”

    You can. Then the recruiting, training, data, dialer and management are yours, and a hire that does not work out costs months before you know it. With us the SDR, the data and the management come with the program. Program expectations and commitments are defined in your agreement.

Customer results

Client results, published only with approval

We publish a client result after the client approves it and the figure has a period. There is no approved security story yet, so we are not showing one. The Success library has approved stories from other industries, and a strategist can introduce you to a current client on request.

Calculate my opportunity

What a security pipeline takes, in your numbers

Set a monthly meeting goal and your own conversion rates. Green tags are Abstrakt history, yellow is a broader cross-industry benchmark, gray tags are your inputs. Value appears once you enter your own average.

Your inputs

164 is the historical security average from our sales center. Change it to test your own.

An appointment is not a proposal. 25% is only a starting example, not Abstrakt data: use your own experience.

11.4% of security proposals were won across our programs. Your close rate depends on your own sales process.

What a new customer is worth to you in the first year.

Illustrative math from your inputs. It updates as you type.

  • 1,312dials a month
  • 62dials every working day
  • 2proposals a month
  • 0.2wins a month, on average
  • 2.7wins from 12 months at this pace
  • 96meetings over 12 months

  • Enter your average first-year deal value to see contract value. We do not fill in a number for you.

How this works: appointments x dials per appointment = outreach, spread over 21 working days. Appointments x your proposal rate x win rate = wins. Wins x your value = contract value: what signed work is worth, not revenue recognized. Fractions are monthly averages. Not a forecast, a quote or a promise.

Book my strategy call → (314) 338-8865
Decide with the facts

See how Abstrakt works for security Companies

Abstrakt at a Glance answers the five questions buyers ask before they sign: how it works, what clients got, what calls sound like, what reviewers say and what it costs.

  • Program commitments

    Program expectations and commitments are defined in your agreement. Before launch we agree on what a qualified security meeting is, who we call and how results are reported.

  • Exclusive to your territory

    One client per trade per territory: we will not run the same program for your direct competitor in your territory.

  • Pricing

    Outbound BDR programs: starting at $5,000 per month. See what a program includes.

Beyond the calls

What your security buyers see after the first conversation

Our SDRs open the door. Our creative and inbound teams make sure what a buyer finds next, your website and the material your reps send, closes the gap.

Sales collateral Sell sheets, case studies and decks for propertys The one-pager in the follow-up email, the case study they forward upstairs, the deck for the first meeting. See the collateral portfolio →
Websites and inbound A website that turns security searches into calls Inbound SDR builds the site, content and search presence that turn interest into conversations your team can work. Shown: Polymatic. See Inbound SDR →
The talk track

What a sales call sounds like in fire protection and security

This is the path our SDRs follow on a good call in fire protection and security. Each line is tagged with its step in the ENGAGE Sales Process: a specific reason to talk, a pushback handled without arguing, the qualifying and decision questions, the differentiator, and a clear ask for the meeting. It earns every point on our 5 Star Scorecard.

  • Opener
  • Reason for the call
  • Pushback
  • Feel, felt, found
  • Qualify
  • Decision-making question
  • Timeline
  • Differentiator
  • Consideration question
  • Close for the meeting
  • Meeting set
  • Recap the agenda
  • Confirm details
  • Invite sent

Dramatized example.Written from our fire protection and security talk track and voiced by AI. Names and figures are samples. This is not a recording of a real call.

Abstrakt SDR for Sentinel Fire and SecurityBooking for a client in fire protection and security. Calling Dana Ellis, decision-maker.
  1. Opener
    Abstrakt SDRHi Dana, this is Chris with Sentinel Fire and Security on a recorded line. I know I'm catching you in the middle of the day, so I'll keep this short. How are you today?
  2. ProspectAlright. What's it about?
  3. Reason for the call
    Abstrakt SDRThe reason for my call, we handle fire protection and security systems for facilities across the metro, and your building came up at about 120 people on site. I wanted to see who's doing the annual fire inspections and whether the access control and cameras are on a service agreement.
  4. Pushback
    ProspectWe already have a fire and security vendor.
  5. Feel, felt, found
    Abstrakt SDRI understand. A lot of the people I talk to felt the same way at first, and what they found is that a second look cost them nothing. When your vendor tags the extinguishers or services the panel, that covers their scope. Ours is a written compliance report on the whole system. It's a second document at no cost, and if they've got everything handled it will say so.
  6. ProspectOkay, that makes sense.
  7. Qualify
    Abstrakt SDRTwo quick things so I send the right technician out. Is it roughly 120 people on site, and are you the one who signs off on life-safety and security work, or does that go somewhere else?
  8. ProspectThat's about right. And life safety comes to me.
  9. Decision-making question
    Abstrakt SDRBesides you, who else is usually involved when a decision like this gets made?
  10. ProspectOur risk manager reviews it. But the decision's mine.
  11. Timeline
    Abstrakt SDRAnd when are you looking to have this sorted out?
  12. ProspectOur insurance renewal is in the fall. I'd want it clean before then.
  13. Differentiator
    Abstrakt SDRWhat we do differently is the inspection itself. We walk the alarm, sprinklers, and access control against current code and hand you a written deficiency report at no charge either way. And it's logged the way the fire marshal and your insurance carrier ask for it.
  14. ProspectThat would make the renewal a lot easier.
  15. Consideration question
    Abstrakt SDRIf what we show you makes sense, is Sentinel Fire and Security a company you'd consider working with down the road?
  16. ProspectSure, I'd consider it.
  17. Close for the meeting
    Abstrakt SDRLet's put it on the calendar. I have Tuesday the 15th at 10, or Thursday the 17th at 2. Which is better? I'll send the invite while we're on the line, and I'll add Warren Doyle's mobile to it.
  18. Meeting set
    ProspectTuesday at ten.
  19. Recap the agenda
    Abstrakt SDRGreat. So that's Tuesday the 15th at 10 o'clock, in person at your building, and we'll keep it to thirty minutes. Warren Doyle, our project manager, will walk the panels and devices with you, check the inspection tags, and leave you the written deficiency report. When he gets there, where should he check in?
  20. ProspectSecurity desk in the main lobby. Fitting, right?
  21. Confirm details
    Abstrakt SDRLet me confirm your details: your title, the best email for the invite, and that we're meeting at your building address.
  22. ProspectDirector of facilities. Email's dana dot ellis at our company dot com. And yes.
  23. Invite sent
    Abstrakt SDRPerfect. I'm sending the invite now. Could you accept it when it comes through, so the time is held? Thanks, Dana. Warren will see you Tuesday.
Questions

Security Companies appointment setting, answered

What kinds of security work can outbound generate?+

Unarmed and armed guard contracts, mobile patrol routes, gatehouse and front desk coverage, construction site security and event staffing.

Do you work for cybersecurity companies on this page?+

No. This program is for physical security companies that provide officers and patrols. IT security providers fit our MSP program.

Who does the SDR call?+

Property and portfolio managers, facility and operations directors, corporate security leads, procurement and HOA boards, at commercial, residential, healthcare, industrial, construction and retail sites.

Will you work for a competing guard company?+

No. We take one security client per territory, so your territory and strategy stay yours.

Our four solutions

Four Solutions. One Team.

Individually powerful. Better together. Our four solutions work together to find your buyers, book meetings with them and help your team close more of them.

All three together: Get Outbound BDR, Inbound SDR and Brand Boost together, starting at $6,500 per month ($5,000 + $1,000 + $500 = $6,500). Enterprise SDR/BDR is custom.Build my program

Your Sales Calendar, Handled

Stop riding the feast-or-famine cycle. We fill your calendar with qualified meetings while your team does what it does best, winning and delivering the work.

Book my strategy callSee How It Works (314) 338-8865
Sales Talk newsletter

Get Sales Talk in your inbox

New playbooks, benchmarks and guides from our sales floor, for owners and sales leaders who sell to businesses. One email a month. See past issues.

Your email and the details you choose to add, nothing else. We never sell or share your address, and every issue has a one-click unsubscribe. Privacy Policy.

Book my strategy callCall (314) 338-8865