It is usually best to be very targeted in how you go about acquiring customers. You want to break out different groups of potential customers and approach them in their own way as opposed to just blasting a marketing campaign to the entire population. For example, a school is not the same as a bank which is not the same as a warehouse. Each may have its own security issues and by customizing your marketing to each group, you usually have more success in winning work.
I would suggest you identify at least three to five target markets for your security services. Who needs your services the most? Find out what their pain points or issues are and design your security services to specifically meet their requirements. Don’t be afraid to visit the physical site of a potential customer and come up with a plan for improved security that is tailored to their situation. You should also monitor any establishment that was recently impacted by a security issue. Immediately approach them with a plan to help prevent the re-occurrence of the event. These customers will be more receptive to paying for security since they were recently impacted by a security issue.
Once you have a good package of security products and services for each target group, then develop some marketing materials to pitch to each of the target markets. It helps to create a Lead Generation List – a listing of companies, clients and points of contact that you can pitch to. You then have to reach out to the potential customer and sell them on your services and the benefits of improved security.
A personal face to face visit / direct approach can help since the customer can ask questions and you can give them a cost estimate of the work. You should follow-up within 2 to 3 weeks and during your follow-up you reduce the cost estimate by 10% to help close on the sales transaction. You need to do things that reduce the sales cycle. Security type businesses tend to have long sales cycles – it takes months and months to close on a sale. Finally, here are some links with additional ideas for your security business:
https://novage.ms/security-guard-business-get-clients-contracts/ | https://www.thinkcurity.com/articles/growing-security-companies-through-adding-new-services | https://blog.guardso.com/common-questions-clients-ask-before-hiring-security-service-companies/ |
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Security is a very relevant and critically necessary field right now so you are in the right industry for growth. I would consider the following: - What specific types of security are you providing? For example, is it human security or is it digital/cyber security? - From there, what are your core competencies and key differentiators from the competition in this field? - What are the different “verticals” of customers that you are targeting? You would want to gain expertise on how these verticals are using the services you provide today and how they can use them in the future. For example, a school operates differently than a bank or a law firm. - What is your digital marketing plan and how much can you invest into your platform? - How much can your business scale with the demand that is available to you?
These questions will help you to formulate a strategy that you can then build a comprehensive marketing and demand generation plan with.