Grow Your Security Company Series, Part 2: 8 Ways to Reach Out and Meet New Security Prospects
8 Ways to reach out and meet new security prospects to grow your security company faster
The security industry is both dynamic and highly competitive, with IBISWorld.com
reporting there are 14,858 security services companies in the United States. With emerging technologies and shifting client demands, security companies must be proactive in reaching out to new prospects.
The days of relying solely on word-of-mouth or traditional advertising are long gone.
Today, companies need a multifaceted approach to connect with potential clients and grow their business. This article explores eight effective methods to reach out and meet new security prospects to start growing your security company effectively.
1. Email Campaigns
Email remains one of the most effective channels for reaching potential clients. Tailored emails showcasing your unique security solutions can be a powerful tool in your arsenal. You can segment your email list based on the prospect's industry, location, or specific needs.
This enables you to send targeted messages that resonate with the recipient, thereby increasing the chances of engagement. There are rules of engagement though so be sure to understand what the best practices are before you jump into email campaigns.
One issue some companies find is finding their ideal customers' contact information, this is probably the hardest part of
using email campaigns to help you grow. This explanation would be another article in itself, so either wait for us to create and post that article, or you could just give us a call and we can have a chat about what we can do to help.
Pro Tip: Use A/B testing to fine-tune your email campaigns and ensure the message you are sending is resonating with your target audience.
2. Social Media Outreach
Platforms like LinkedIn, Twitter, and Facebook are not just for social interaction; they can be
instrumental in reaching your target audience. By sharing valuable insights, security tips, and company updates, you can attract the attention of decision-makers in organizations that require security services. At Redcoat we break this down into two main areas, Passive and Active outreach.
Passive outreach can be articles and posts that might have a key audience in mind but they are waiting for that audience to find them and become engaged through the content. Active on the other hand would be you actively trying to engage people in conversation on posts through commenting, liking their posts, and trying to connect with people who you believe might benefit from your service offerings.
A new and exciting way that can be both passive and active outreach is through the use of AI. AI can work in the background handling some of the time-consuming parts for you. There are several companies that we have been testing that actively find connections, connect with, do the initial outreach, and book meetings for us using AI and minimal input after the initial set-up. Some of these companies have been great, and some are not worth your time and money. Quick piece of advice, As this is an emerging technology, do not lock yourself into annual pricing until you have thoroughly used and tested each one you think you want to use. They will offer lower pricing to get you to subscribe for a longer period but things are changing so fast within this area you might want to keep your options open and like us try new things as they evolve.
We have found that using AI allows us to work smarter and concentrate on servicing our customers to the standards they have come to expect, while also growing the business. If you are reading this there is a chance that AI helped us connect, it works.
Pro Tip: Regularly publish content that solves the problems of your target market, and engage in meaningful conversations to build relationships. This article aims to do just that, help you solve a problem, engage you, and if you need support, we hope that you will consider speaking with us.
3. Industry Networking Events
Trade shows, conferences, and expos offer unparalleled opportunities to meet potential clients in a non-salesy face-to-face setting. By setting up a booth or even just walking the floor, you can initiate valuable connections that may lead to business opportunities. You just have to be friendly, inquisitive, and confident.
Each vertical marketing generally has its associations with local and national chapters. For instance, residential property management has several, including “The Community Associations Institute” (CAI) while commercial property management has “Building Owners and Managers Association” (BOMA) both operate nationally and have local chapters.
There is usually a cost to join as a member, and each event costs to attend, with sponsorship opportunities to promote your business for another fee. Joining these types of associations should be a long-term strategic plan, people who attend these associations will need to see you attending, connecting, and supporting the chapter to become your customers. The more you invest your time and money the more you will get out of them.
If you want to dive more into the security world ASIS holds its annual GSX event each year in September which brings all the physical security providers, systems, and professionals together for 3 days of learning and making new connections. ASIS also has local chapters where you can meet and discuss with like-minded professionals.
ProTip: Be sure to follow up promptly with the contacts you make at these events to keep the momentum going and stay in their mind. You need to promote yourself and your brand to be successful, like most industries and especially with security, people buy from people they trust.
4. Industry Training Events
Workshops and seminars can position your company as a thought leader in the industry. By offering training in various aspects of security, you not only showcase your expertise but also attract companies looking for specialized skills.
The same associations mentioned previously hold regular training and also allow companies to educate their members. As security can be a big part of property or facilities management these associations and others can set up a security forum in which your company can sponsor and provide training.
You can also set up lunch and learns with property management companies, where you provide lunch to the company's Property Managers and educate them on security matters. Make sure that you talk about issues that their properties might be having and how you can fix them rather than the services your companies provide. Or provide pointers on what they need to ask and look for when conducting the security RFP for their property.
Above all else, don't make a blatant sales pitch, I can almost guarantee you won't get any opportunities if you do. Build connections and relationships.
Pro Tip: Consider providing free basic workshops, and lure more participants with prizes and incentives like free security assessments for attendees, etc. You can then upsell a more in-depth assessment or based on your findings suggest a solution you can provide.
5. Local Business Groups
Community-based business groups, such as your local Chamber of Commerce, offer networking opportunities closer to home. You can sponsor events or offer to speak at meetings to showcase your services to local businesses. You will probably not meet people who are ready to buy, but if you leave them with a positive lasting impression they will call you when they need you or even tell people about you when they think you could help. Build Relationships!
Remember, just like when posting, do not pitch your services or talk about your company, talk about your audience's pains, and then talk about how you have fixed those pains for other customers. People do not want sales pitches; they want someone who can demonstrate that they have solved pains like theirs.
Pro Tip: Keep an ear out for mentions of security concerns during group discussions, as these could be potential leads. Even if it's not a problem you can fix offer to help them by introducing them to someone that you know can. Stay in touch with them because one day that support might pay off, you’re playing both the short and long game.
6. Strategic Partnerships
Forming alliances with non-competitive businesses in related fields, such as remote monitoring companies working with guarding companies or guarding companies working with integration companies, can be a win-win. You can keep it simple whereby you refer clients to each other or you can work together on projects to provide a unified Hybrid approach.
Pro Tip: Choose partners that share your commitment to quality and customer service to ensure a harmonious relationship. Also, do not be afraid to find a new partnership if you find that a current one is not living up to their side in some way. Communication is key.
7. Utilize Online Forums and Groups
Active participation in online forums and groups dedicated to security issues can help you demonstrate your expertise and make valuable connections. Always be helpful and professional, and remember that your primary aim is to add value to the community, so don’t sell, just provide information, connections, or examples of how you have solved that solution yourself for others.
Pro Tip: Avoid overt advertising. Your competence should naturally encourage prospects to reach out to you. Once you have done all this you can ask them if they would like to discuss how your company could help them, but only after you have demonstrated your expertise.
8. Direct Outreach
We purposely saved this until the end as it is everyone's least favorite part of sales. Sometimes, be it rarely in our collective opinion, the good old-fashioned cold call will yield some results. Cold calling did work years ago but in today's society, people do not want to be called unless they know you, or are expecting your call. You can make 100 cold calls and only speak to 5 people, all of whom just want to get you off the phone. In our opinion, that is not a good time investment for the reward it brings. If you do want to make calls, they should be warm. Calls to people who have already shown some interest in your services by visiting your website or with someone you have already met at an event.
If you still really want to cold call we would recommend using a service that dials multiple numbers for you at a time until someone picks up, this way you maximize your time and speak with people efficiently. At that point, it depends on your cold-calling skills as to whether it will be a benefit or not.
Top Tip: Use any business intelligence you can gather to make your outreach more targeted and less like a "shot in the dark”.
The Wrap Up
Let's be honest, the security landscape is filled with companies all providing similar products or services. In a crowded marketplace, the companies that take a proactive, diversified approach to sales and marketing are the ones that will succeed. Whether it's email, social media, or networking, effective outreach is all about finding where your potential clients are and engaging them in meaningful ways.
I founded Redcoat Media with a singular vision: to bridge the gap in marketing and sales support for security companies. With over 16 years of industry experience, I recognized that while larger security firms often have specialized departments to handle these crucial business aspects, smaller companies usually lack the resources for dedicated marketing and sales staff.
Redcoat Media was established to offer tailored solutions to businesses like yours, enabling them to compete effectively with bigger players in the market. By focusing on identifying unique differentiators and leveraging them in tailored marketing campaigns, my team and I at Redcoat Media help security companies not only capture attention but also provide exceptional value to their customers.
