Security Guard Company Cold Calling Mechanics

Security Guard Company Cold CallingSelling 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: 

 

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:

  1. 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?”
  2. 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…”
  3. 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?”
  4. 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.

 

security-guard-company-cold-calling-mechanics

 

By Courtney Sparkman

56 thoughts on “Security Guard Company Cold Calling Mechanics

  1. Weyi Emile

    It’s really no joke! security services are contracted. In my country, contracts are as long as two years. Now, you will not want to sell your services yet. On the contrary, position yourself like the next in line sh’ld the company consider contracting another.

    Reply
    1. ORCadmin Post author

      I completely understand! When people in this industry talk about long sales cycles it could literally be in years. But to your point, for those particular customers you have to stay top of mind and continue to build a relationship so when the contract is bid out you are in a good position. Thanks for the comment!

      Reply
    1. ORCadmin Post author

      Thanks Ben! I am doing well and see that you are keeping busy. I +1’d your ebook on G+. How long did it take you to put it together?

      Reply
  2. torontosecuritycompany

    oh I love this post, you are correct, it doesn’t matter what post it is, just go there and do you damn job. I mean security isn’t that hard and the pay isn’t really that bad, all in all I don’t make much and thats ok, but I love what I’m doing right now.

    Reply
    1. ORCadmin Post author

      Thanks for your response! Sometimes it doesn’t seem like there are enough security professionals with your “Go get it done” type of attitude. Thanks again for sharing!!!

      Reply
  3. michael schilling

    I’m going to talk to my company about their marketing . I work for them in a different capacity now, but i am am trying to get into sales/marketing. Does anyone have any suggestions?

    Reply
    1. ORCadmin Post author

      Thanks for the comment. What type of suggestions are you looking for? How to get into sales?

      Reply
  4. Randal Misch

    Please help!

    I have tried doing a similar process but I always end up having my calls screened by secretaries and never get to who I need to! I am the first and last line of defense as an owner with no funds to hire outside help but I will do whatever I can to get clients for my company.

    Can someone please send me something as simple as a call flow with any contingency on having a secretary answer? Maybe help getting to whom I need to speak with? Any and all help would be great, thank you.

    Reply
    1. ORCadmin Post author

      Hi Randal, thanks for checking out our article. Don’t be discouraged we ALL go through the same thing when cold calling. I have a lot of suggestions but none of them is a silver bullet. I will follow up with you via email. Thanks again!

      Reply
        1. ORCadmin Post author

          Clint, I generally have one belief about cold calling and that is it should be used to collect information. In terms of call flow I can suggest that the phone calls should be short and to the point to be respectful to the person that you are calling. You should be collecting just enough information to allow you to determine whether the person you have called on is a good prospect and what the next steps are. Anything more and people think that you are trying to sell something over the phone.

          Reply
  5. Jarrad K.

    I currently help run our security cmopany.. and short of here and there jobs/gigs .. we can’t seem to find anything locally in morgantown WV or anywhere for that matter. We have A Facebook page, Twitter, Linkedin, our own website http://www.PhalanxWV.com and even a yellow pages ad online (ranked #1 on local listing). I almost never ecieve any calls for security but I know of a few companies that seem to get ALL the gigs. Our product is better than theirs, the same price or even cheaper! Am I missing something? Where do I go to get local contracts first!? I have all the info I can read about govt. contracts but those are impossible to get vs other companies in the area. Throw me an email if you know anything else that could help! Im def. gonna start using the cold calling method though..

    Reply
      1. Tom

        Would I be able to receive a similar email as the prior 2 individuals whom commented above? I am based out of NYC and would love to hear more of what you have to say. Thanks and happy new yeaR!

        Reply
        1. ORCadmin Post author

          Hi Tom,

          Absolutely, we’ll follow up with you next week after the holiday. But in the meantime consider signing up to receive blog updates, we talk a lot about sales and marketing related topics throughout the year. Happy New Year!!!

          Reply
        1. ORCadmin Post author

          Hi Fernando, thanks for commenting! Most if not all of the tips that I share are now included in our eBook “All The Things No One Told You About Selling Security Guard Services”. I would encourage you to download it and let us know if you have questions. Thanks again!

          Reply
  6. Richard Wu

    I believe that the new technology and idea will help growing the business. Have you ever thought of combining the electronic security with traditional security guards to get new business?

    Reply
    1. ORCadmin Post author

      Hi Richard, thanks for commenting. We don’t provide security guard service but we actively participate with our customers, who are security guard companies, in helping them gain new business. We are occasionally asked to demo the software to their current and prospective customers to help differentiate them from their competition.

      Reply
      1. Richard Wu

        Hello, Thank you for your quick response.

        I think that our new technologies will definitely assist your clients (the security guard companies) to differentiate themselves. Basically, it is a combination of outdoor video alarms with traditional security patrol. I am not sure whether you will be interested, but I think that we can come up with some program for you if we can have more security guards companies aware of this new technology.

        To connect cameras to monitoring center is nothing new, but offering a fixed and affordable rate through security guard contracts may have great impact to this industry.

        http://www.american-guardian.com/

        I believe that you are a veteran in this industry. Is there any chance that we can talk?

        Thank you,

        Richard Wu
        Global Surveillance System
        571-277-5257 (CELL)

        Reply
        1. ORCadmin Post author

          Again, thanks for reaching out. We are always looking for ways to assist our customers in differentiating themselves. I will contact you next week to discuss how your services would fit within a security guard company’s portfolio.

          Reply
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  8. Jason

    Hi,

    Great and informative article. As a security professional with 25 years in the industry, I’ve been thinking about starting my own patrol company. I’ve digested every piece of info I can on marketing, sales, social media, small business startup, etc… And while most provide excellent tips and information, very little focuses on the private security field.

    I’ve noticed you offered to email a few other posters on here some information and was wondering if you could send me the same? Every tip is helpful in this competitive industry.

    Thank you! And great post.

    Reply
      1. George Odhiambo

        Thanks for the great information.

        I have been in the security industry for over 25 years and I have similar challenges of sales and marketing.

        Can you please add me on the list and email me more information.

        Thank you very much.

        Reply
  9. Coll

    hi

    great post. i need your help on cold calling and other effective marketing strategies. Im starting a new security company im in Zimbabwe

    Reply
    1. ORCadmin Post author

      Hi Coll,

      We would love to answer any questions that you might have. We will reach out to you via email. Thanks for taking the time to read our blog!

      Reply
  10. J. Smith

    I would also like to recieve the email that helps with cold calling. I am in a similar situation as far as owning a small company. This article has already shown me that I am going completely in the wrong direction. Thank You!!!

    Reply
  11. ED

    Hi, i have the same problem with sales we need to generate more contract if you can send me an email need to promote the business in an effective and reasonable cost to reach the goal of sales and generate contract in southern california. Thanks

    Reply
  12. Chy Lovelyn

    Great post you have got there. Actually i just got a job in a security guard service company, as a matter of fact we are the first set of marketers in this firm. Could you please educate me on the steps to follow to yield positive result? Would also appreciate the mail you promised to some people above. Thanks a bunch!

    Reply
    1. ORCadmin Post author

      Hi Chy, thanks for taking the time to read our blog. We will follow up with you via email.

      Reply
  13. KURTIS

    Good morning,

    I have been reading the comments and think their great! I my self have just started into business development for a security company that has just started in Alberta Canada and it seems to be taking off on the right foot already. I start next week and was really hoping I could get some pointers on getting some quick contracts to start off in the right way with this company!
    Ps: pls help ………

    Reply
    1. ORCadmin Post author

      Hi Kurtis,

      Sorry for the late response, it’s been busy around here. I’ll send you my $.02 on selling security guard services. Be on the lookout for my email to you. Good luck!

      Reply
  14. Ron

    Would love some insight on how to cold call and get customers. Been cold calling now for about 6 months,
    and we are only able to set about 4 appointments per week. Not nearly enough, I would love to or need to set 2 appointments per day. Any Help would be greatly appreciated! Thank You So Much!

    Reply
    1. ORCadmin Post author

      Hi Ron,

      4 appointments per week might be a good number depending on the amount of time and number of people you have calling. I’ll send you an email under separate cover with a few “tips”. Good luck!

      Reply
        1. ORCadmin Post author

          They’re all in the book. 😉 But please let me know if you have specific questions.

          Reply
  15. Shane

    Hi there,

    Some great tips. Thanks so much for the information. If you could send me some other pointers to my email also I would appreciate it.

    Trouble where I am is the patrol areas I am covering are saturated with other companies, I am finding it really difficult to crack. Going in cheaper really isn’t working in most cases.

    Thanks for your help.

    Reply
  16. Shelly

    I’ve read all the comments and they are great. I just recently was promoted to a sales/marketing position for a local security company. I’ve been at if for 3 weeks now and have yet to land a contract. No one has called. I’ve met with a large amount of potential clients but speaking with management seems to be difficult. I usually have to hand over the company info to the individual at the front desk and hope they pass it to their supervisor. How do you sell security guard services to clients that need the service but think they dont? Any tips would be greatly appreciated.

    Reply
    1. ORCadmin Post author

      Hi Shelly, what you are experiencing is the norm. Selling security guard services is a long term proposition. Most companies won’t talk with you until their contract is coming to an end. If you talk with enough people you will find someone who is looking to change in the near future. But the majority of your contracts will come from being there when your prospective customers are ready to buy.

      For a better perspective on what it takes to sell security guard services you should download our FREE eBook: http://eepurl.com/bqb6dv

      Good luck!

      Reply
  17. Blair Rankin

    I am a Business Development Manager for a protective services company. We offer Patrol & Guard Services, Dispatch & Supervision, and Access Control & CCTV. You mentioned above that you will send helpful information via email about how to go about marketing these type of services… Any advice on how to approach selling these type of security services is greatly appreciated!

    Reply
    1. ORCadmin Post author

      Hi Blair, most of what I was sharing with companies is now captured in our FREE eBook. Please download the eBook and let us know if you have questions. Thanks again for reaching out!

      Reply
  18. Ed Clay

    Hello, we just started our guard patrol company in April and we’ve been fortunate enough to land a good amount of contracts to start simply because of relationships I built as an operations manager at another company before venturing out on my own and also through referrals from these clients. As for cold calling, I have probably only landed 1 or 2 actually contracts. Any advice or tips would be much appreciated. We are located in Los Angeles and as you can imagine, the competition is fierce and abundant. Thank you.

    Reply
    1. ORCadmin Post author

      Hi Ed, thanks for taking the time to read the article. There are really no “tricks” to cold calling. If you think of selling security guard services like football, cold calling is your run game. It’s ugly, tough, punishing, and takes a while to score. But like football, a great ground game sets the foundation for a much better offense.

      You might want to check out our FREE eBook on selling security guard services. We’ve compiled a lot of what you need to know about selling security guard services into that one resource. Here is a link: http://eepurl.com/bqb6dv

      Reply
  19. Annaya

    Hi, this is a very nice posts for guards we are also having a guards company and require new guards most of the time. i appreciate your effort. thanks. . .

    Regards
    Bravosecurity | Security Guards Companies

    Reply
  20. Asad

    Hi, very interesting post. very nice information about security guard. Its very helpful those people which have security system. i appreciate your effort. thanks

    Regard

    Reply

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