Most security guard company owners that I talk to, especially newer companies, don’t realize how important sales are to their company’s success. In fact, I would even argue that sales are more important than the actual services that you are selling. If you want, we can debate that in the comments section below. But for now, let’s talk about my 3 essential tips for selling security guard services.
It astonishes me that most people don’t realize how important sales are—until their paychecks depend on it! A lot of times people act like sales is this evil activity that only unscrupulous people engage in when that is the furthest thing from the truth. And because of that negative connotation, a lot of company owners refuse to truly embrace the role of being their company’s Chief Sales Officer.
The Most Important Tip for Selling Security Guard Service Is…
If your prospect doesn’t like you, they aren’t going to buy from you so make sure you present well. Be open, warm, honest, and friendly. So whether you’re in your company’s uniform or in your best Ralph Lauren suit, make sure that your presentation is flawless.
The Second Most Important Tip in Selling Security Is…
Bad salespeople go into a room and talk all about how great their service is. But good salespeople listen to what the prospect is saying, pay attention to that client’s needs, and then present according to those needs. For example, if your prospect has a problem with past officers not doing patrols, you have to give them the time to talk and express that pain point and then you can relate how you’d solve that problem.
…Listen twice as much as you talk…
Tip Number 3 is Understand that Your Work Pays Off in 6+ months
I talk to a lot of company owners who get frustrated because their sales efforts aren’t paying off immediately. Unless you’re dealing with construction companies, who constantly have new projects, you are going to be dealing with a prospect who has a 1 to 3-year contract that they aren’t going to cancel until it ends. I know some of you may be thinking, “Oh I can convince a prospect to cancel that contract”. If you’re as good as Grant Cardone that might be possible, but the truth is it isn’t probable.
There are 2 factors that I can think of that prevent prospects from quickly canceling contracts. First, time is precious and they don’t have the time to vet, train, and orient a new security guard company. Second, how would it look to their bosses if every 6 months they’re changing companies? It would probably make the boss question their ability to choose a vendor. You have to be patient, your work will pay off.
I put a lot of years into selling security guard services before I figured out these 3 tips. Hopefully, I’ve said you some time and heartache by giving them to you here. Are there any other sales tips that you would include on this list? If so, please feel free to add them in the comment section below.
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By Courtney Sparkman
OfficerReports.com is a software company that provides security guard companies with an easy way to monitor their officers, better manage their operations, and win new business. Take a tour of our software to see how we combine Electronic Reporting, Real-Time GPS based Tour Tracking, and GPS based Clock In and Out into one easy to use platform.
