There are over a million people working in the security industry today. While only a fraction of those are in the private executive security sector, it’s still a fiercely competitive market.
However, if you’re not actively working to get new clients, your security business could fail at any moment. You simply never know when your biggest client is going to drop you.
Fortunately, there are several things you can do to continue bringing in new clients. We’ve gathered seven tips to help you do just that. Keep reading to find out how to continue growing your executive security protection or security guard company.
Why Most Marketing Strategies Won’t Work
Today, most general marketing strategists will encourage you to use things like social media and online advertisements to get new clients. While that works for many types of businesses, it doesn’t work for executives.
The vast majority of business executives aren’t going to click a random ad for security services, so you’d just be wasting your money if you placed ads. They also don’t spend a lot of time on social media sites.
We’ve taken some time to find the best strategies for security companies to get more clients. As you’ll see, they take time. However, they’re also worth it if you’re serious about building your business.
1. Build Trust
One of the highest priorities of executives today is privacy. They want to keep their private life out of the public eye. This goes for their professional life as well.
Because members of their security team typically get an inside view of their lives, executives must know their team can be trusted to protect the privacy of their clients.
For this reason, the first thing you need to do to secure new clients is to build trust with your current clients. Then, when someone asks any of your clients for security recommendations, you’re the first person or company name they recall.
2. Shake Hands
When looking for new clients, it should be your goal to shake as many hands as possible. This is by far the best way to connect with potential clients.
It can also be difficult but remember that trust is the highest priority. An executive is more likely to trust someone they met in person and shook hands with compared to someone they find online.
Don’t forget to keep business cards with you at all times. If someone you meet expresses any interest in your company, be sure to give them a card for their convenience and future reference.
3. Attend Corporate Events
One of the best ways to shake hands with as many executives as possible is to attend corporate events. There are many opportunities to set up booths at corporate events where you can showcase your company.
Have your elevator pitch prepared so when asked about what you can do for a business owner or company, you can reply quickly and confidently. Always focus on the client and how you meet their needs.
Your goal should always be to generate leads at these events, not necessarily gain new clients. Once you collect contact information from the many executives or companies that you meet, you can reconnect with them after the event, engaging them with something memorable from your initial meeting, and ultimately work to convert them into new clients.
4. Speak at Events
For even greater exposure at corporate events, consider being an event speaker or panelist. Prepare a speech on the importance of security or be a part of a panel to answer questions about security guards.
By getting up in front of a group of people, you’re able to show that you have the knowledge and experience they’re looking for in a protection agent company, and the courage to face an audience. Be sure to make time and stay afterward to connect with audience members and network.
5. Optimize Your Website
You may not have too many executives or companies land on your website after random searches, but if you include your website on your business card, you want to make sure it’s ready for visitors.
Include a page for each of your services and each area you provide services to. Detail exactly what you can do for clients. The goal is to provide as much vital information as possible, so they don’t have any questions after checking out your website.
Your contact information should be easy to locate as well, but it should only be for when they’re ready to hire you. You don’t want anyone to have to ask you if you provide certain services.
The reasoning behind this is simple: the more difficult it is to hire you, the less likely someone is to become your client. If they have to ask about whether or not you travel, they may go with a company that clearly states they travel instead.
This is also why your website needs to be simple and easy to navigate both on a desktop and on mobile devices.
6. Request Referrals
Don’t be afraid to ask your current clients for referrals if you have a positive rapport and they are satisfied customers. Inquire if they know anyone who is looking for security and ask permission to use their name when you contact them. This may lead to your client offering to be a reference if the referral asks.
If you’ve provided excellent service to them, they should be more than happy to help you in this area. When you are reaching out to referred new potential clients, do so carefully and diplomatically.
Always include the name of the person who referred you, so they know you’re not cold calling them. Reassure them that your current client mentioned that they may need security and wanted to connect you with them for their convenience.
Guide these phone calls or emails towards meeting in person, so you can seal the deal with a handshake. It’s always better to try to get a face-to-face meeting in the executive or security guard world, although it’s not always possible. In the event they decline a face-to-face meeting, inquire what would be more convenient to their schedule or if they have a process to follow to interview for the position.
7. Build Your Skills
The more skills you have, the more valuable you become to potential clients. Carefully consider what skill sets may be most valuable to your target client and focus on building those first.
Once you’ve built a skill, find a way to get certified. This could mean completing in-person or online coursework or taking an exam. Having an official certification to prove you can do what you claim goes a long way in a client’s mind.
Want to Learn More About the Executive Security Business?
Now you have seven tips you can use to expand your executive security or security guard business. As you can see, it takes a lot of hard work, but it’s worth it to keep new clients rolling in.
If you want to learn more about how to grow your business, be sure to check out our blog. We have several articles written specifically for those in the security sector, including one on digital marketing for business growth.
At El Dorado Insurance Agency, we’ve been helping security companies of all specialties protect their business from the unexpected for over a half-century. Learn more about the insurance we offer security teams and apply for your policy today!
