Selling for a security guard business takes blood, sweat, and tears. Commoditization of security guard services and long sales cycles have become the reality for business development professionals in the security guard industry. As a result of these changes, having a long-term marketing strategy is more important than ever. Your marketing strategy should focus on 5 different elements:
- Cold calling
- Email campaigns
- Search engine optimization
- Social media (esp. Linkedin)
- In-Person networking
Of this list, cold calling is probably the most misunderstood of a security guard company’s marketing strategy. Notice that I say “marketing” and not “sales” strategy. The purpose of security guard company cold calling, is not to make a sale over the phone; it is to gather information that allows you to sell more effectively later. There are some basic steps that you should focus on during a cold call.
Security Guard Company Cold Calling
There are 4 basic steps to mastering your cold calling mechanics. Those steps are:
- Get the person’s attention – Start off by letting them know who you are: “Hi this is John Public and I’m calling from Acme Security. We are a local provider of security guard service here in Miami, how are you?”
- Qualify the lead – Make sure that this is a company that you should be pursuing: “I am calling to see if you currently use security guards at your property…”
- Acknowledge their purchasing process – Chances are the prospect won’t be thinking about security until a much later date, so let them know that you understand that. Step 3 should directly follow Step 2. “…and if so, when is the best time for me to contact you regarding submitting a proposal?”
- Schedule a follow up activity – At this point the prospect realizes that you are not trying to sell them anything during that phone call, so they are more likely to be open to follow up activity. “Ok, I will contact you then, but in the meantime can I have your email address to send you some information about our company for you to keep on file?”
Once you have completed step 4, you are getting off the call having accomplished 2 very important goals. 1) You have demonstrated to the prospect that you are a professional that understands their purchasing process; and 2) You have an email address which allows you to add them to your email marketing campaign.
Security guard company cold calling is never fun. But after you reach step 4 in the cold calling process, you can start focusing on truly closing the deal.
Are you currently using cold calling as part of your business development strategy and if so how successful are you? Please leave a comment, we would love to hear from you.
By Courtney Sparkman