The Security Guard Business Is Not Law Enforcement

I learned a long time ago that the security guard business is not the same as law enforcement. If you attempt to run your security guard business as a quasi-law enforcement agency, your results will be less than optimal.  Although both have similar goals, they are two completely different types of organizations. When my father and I started our security guard company, the majority of my experience had been in sales and marketing.  My father, on the other hand, was a seasoned law enforcement officer with more than 25 years of experience.  I thought with that type of law enforcement background running a security guard business would be a breeze…how wrong I was. Although both institutions are dedicated to protecting people and property, they both perform their duties in completely dissimilar environments.
Let’s take a look at several ways the two enterprises differ.  First, the difference in training for security officers and law enforcement officers is night and day.  Training for security officers is measured in hours (typically 0 – 40), while training for police officers is measured in weeks (on average 20 – 30).  The result of that training produces a substantially different culture, mindset, and level of dedication.  Attempting to treat security officers like police officers will lead to low morale and high turnover. Second, the sources of funding for the two organizations are on opposite ends of the spectrum.  For law enforcement agencies, their budgets typically depend on allocations from their local government.  Security guard agencies, on the other hand, depend on being able to win contracts which help sustain and grow their business.  The ability to go into the marketplace and solicit contracts is vital for all security guard companies. Third, the way that each of these institutions interacts with their customers is markedly different.  Police and other law enforcement personnel are not expected to constantly engage with their customers, who are the citizens within their jurisdiction.  While on the other hand, security guard businesses must encourage their officers to be highly engaged with their customers.  If their security officers are not personable and approachable, the security guard company risks losing their customers and contracts. My father and I learned that a security guard business can not be treated like a law enforcement agency.  Although some customers may believe that having a law enforcement background makes for good security service, one has very little to do with the other.  We learned that lesson and many others on the way to building a successful business, many of which were learned through trial and error.  But there were also long hours spent taking classes, reading articles, and devouring books that focused on building a successful business.  I have distilled my library down to seven books that I would encourage any security guard industry professional to read.  They each in their own way taught me some very valuable lessons, some have been mentioned in previous articles and some are new.

Security Guard Business Sales & Marketing

Everything I Know about Marketing I Learned from Google by Aaron Goldman – Although this book centers around Google’s marketing tactics, the ideas behind these tactics are valuable to most companies in most industries. Selling For Dummies by Tom Hopkins – There are thousands of books that have been written about the art of selling.  Selling For Dummies is my go-to book for understanding the basics. Guerilla Marketing by Jay Conrad Levinson – Although this book was originally published before the coming of the internet age, there are still some valuable concepts to be learned regarding offline marketing campaigns. Ultimate Guide To Search Engine Optimization by Jon Rogerund – According to research from Google and CEB, customers report being nearly 60% through the sales process before engaging a sales rep.  In the digital age, buyers research companies, products, and services online before contacting them.  Understanding search engine optimization and how it affects your website’s place in search engines is critical to your organization.

Security Guard Business Operations

Introduction to Security by Robert J. Fischer and Gion Green – This book served as one of two primers that I refer to regularly.  It has been called the leading introduction to private security for over 30 years because of its balanced and professional approach to the topic. Outsourcing Security: A Guide For Contracting Services by John Stees – Because I had never purchased security services, I was not familiar with how security buyers assessed and purchased security guard service.  This book gives security guard companies the ability to understand how buyers may plan, evaluate, and contract for security services. Anatomy of a Business Plan by Linda Pinson – Running your security guard business by the seat of your pants will more often than not leave you pants-less.  Understanding how to develop a comprehensive business plan is a mandatory skill in every business. Financial Statements by Thomas R. Ittelson – As a non-financial manager I have read numerous books to help me better understand balance sheets and P&L’s.  Financial Statements was easy to read and gave good examples.

Security Guard Business Management

The Philosophic Consultant by Peter Koestenbaum – If you’ve been following our blog, you already know that I hold this book in high regard.  I have already written a previous article based on the lessons that I learned from this book.  It’s a good read… Your security guard business is just that, a business.  It just happens to be a business that provides security guard services.  If you focus more on the business aspect of your security guard business than on the tools and arrests, you will undoubtedly be much more successful.  If you are a current or retired law enforcement officer who runs a security guard company, we would love to hear your opinion about this article.  Please feel free to leave your comments below. Security Guard Business By Courtney Sparkman
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