Finding Clients

How to Win More Security Contracts for Your Security Company

In the highly competitive security industry, your ability to land a contract is the lifeblood of your company.

There are only so many contracts available. But there’s also more than one way to win them — and we can show you how.

In this guide, you will learn how to:

• Find more security contracts
• Improve your odds of winning them
• Provide more value to increase the success of your security business
• Build a marketing machine that continuously generates new clients

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1. Make Quality of Service the Focus of Your Branding

In the security industry, you’re nothing without your reputation. Make service quality the centerpiece of that reputation.

Your security company should exude reliability and excellence. In other words, build a brand image that is synonymous with top-notch service.

Why Branding Matters for Security Guard Companies

Security is a business where trust is everything. Potential clients need to know that their assets and people will be in capable hands.

When you make service quality your brand’s priority, it sets you apart from your competitors. It also gives your clients confidence and peace of mind.

If you’re ready for a rebrand or just want to fine-tune your brand image to focus on service, here are some steps you can take right now:

• Clarify Core Values: What are your brand’s values, and how do you achieve them? These values should reflect service excellence and brand integrity.
• Hire Exceptional Staff: Recruit skilled personnel who can uphold your core values. Provide them with ongoing training.
• Nurture a Positive Work Culture: Foster teamwork, communication, and well-being to motivate your employees and promote morale.
• Create Compelling Branding: Develop consistent, appealing marketing materials that communicate your brand’s core values. Focus on how your services can improve the customer’s business operations.
• Deliver Excellence: Meet the expectations that your brand has set for customers. Develop a strong reputation by consistently exceeding the client’s expectations.
• Embrace Diversity, Equity, & Inclusion (DEI): Now more than ever, clients are seeking providers who value diversity. Hiring and training your team according to DEI showcases your commitment to inclusivity.
• Make Your Firm Stand Out: You can do this best through clever branding, marketing, and advertising that highlights your specialized value proposition and services.

Pitfalls to Avoid When Selling Security Guard Services:

By contrast, here are some things that you should avoid doing:

• Stay Focused: Specialize in a particular area rather than trying to master all.
• Don’t Make Claims You’re Unable to Fulfill: If you can’t follow through on or verify a claim, don’t make it. Clients will usually seek proof through reviews and tangible evidence.

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2. Find More Opportunities to Bid on Security Contracts

Stay proactive. For security contractors, the art of finding and bidding on contracts should be an obsession.

Here are four ways to master this process:

1. Foster Industry Connections

• Attend security trade shows, seminars, and networking events to meet industry insiders and potential clients.
• Networking can often provide a heads-up about upcoming bids or projects.

2. Learn How to Find Government Contracts

• Stay updated with government websites, as public institutions often post tenders for security contracts.
• Register your business with official contractor lists, which can provide a direct line to these bids.

Every company will have to go through a trial-and-error period to find what works best for them. Below are a few tips to help you get started.

4. Leveraging Procurement Portals for Business Growth

Diving into local, regional, and national procurement portals can be a goldmine for security-related contract opportunities.

But, given the vast number of contract listings appearing daily, it’s crucial to narrow down your search.

Focus on regions where your services or equipment can be readily offered to ensure efficiency.

4. Register With Government Portals and Contract Boards

Registering on these portals, especially in your primary service area, is a smart move.

Not only does it often qualify you to place bids, but it also initiates a direct line of communication with the contracting agency. This proactive step could set you ahead in the competitive market.

How to Find Government Security Contract Job Boards and Portals

Use your network to connect with government employees and other industry contacts. They can help you find the most relevant websites and job boards where particular state or federal agencies are posting their contracts.

For example, governmentbids.com is a job board where you can browse contracts being offered by government agencies.

Many states also offer boards where you can see and browse contracts being offered by the state in different categories, including contracts for security officers. The MissouriBUYS Contract Board is a great example.

3. Make Full Use of Online Platforms

Websites like Security Explorer are some of the best resources to find businesses in California looking for security guard contracts as well.

For example, Security Explorer gives California security companies the ability to set up a free business listing and start collecting free clients every month.

Contact us to update your existing listing or learn about premium placements to secure the customers you’re currently losing to competitors.

This is but one example of how a platform can make a massive difference for security companies across all specialties, from armed security and event security to small business security and more.

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3. Boost Your Bid Conversion Rate

Every business contractor knows that if you’re not doing enough to win over potential customers, searching for contracts will be a waste of time.

Boost your contract bid conversion rate by using some of the tips and strategies outlined below.

1. Tailor Your Proposals

Craft personalized proposals that directly address the unique needs and concerns of each potential client.

By showing that you thoroughly understand their requirements, you’ll build trust and demonstrate your commitment to meeting their specific security needs.

2. Rigorously Analyze Your Competitors

The better you understand your competition, the quicker you can gain a competitive edge.

Knowing what your competitors offer — and don’t offer — can give you insight into what prospective customers desire most from a private security company.

Does the competition offer a different set of services? Do customers perceive them as a better value? Use this information to emphasize the distinct advantages that set your security company apart.

Your branding and marketing strategies should highlight how your approach will directly benefit the client.

3. Deploy Undeniable Transparency and Accountability

Clear and transparent communication is the fastest way to establish trust.

Likewise, be straightforward when breaking down costs, services, and other benefits your company will provide.

Clients value knowing exactly what they’ll receive for their investment. Transparency builds confidence in your company’s professionalism and integrity.

In the same vein, demonstrate responsibility and accountability to reassure clients, enhance trust, and ensure peace of mind.

4. Conduct a Site Assessment

If you already have experience with bidding on security contracts, you know that checking out the job site is an important aspect of the research process. Don’t submit a proposal until you’ve done so.

This visit helps you see the property’s layout, spot vulnerabilities, and understand the client’s needs.

In-person visits are also the best way to connect with the client while gaining insights into their security priorities. If you want your bid to stand out, always make time for a site assessment.

Read About: The Beginner’s Guide to Hiring a Security Guard to Keep You Safe

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4. Price Your Bids Competitively

You don’t want to undersell yourself. But you also don’t want to bid yourself out of a competitive pricing model.

Here are some tips to keep your bids competitive:

1. Conduct a Cost Analysis

Know your company’s bottom line costs for labor, equipment, and overhead.

Regularly revisit these figures to prevent underpricing. The last thing you want is to win a contract that ultimately hurts your profit margins.

2. Use Flexible Pricing Models

Different clients come with different budgets.

Provide a range of pricing tiers to make your services more accessible. This way, you can cater to both budget-conscious and premium clients.

3. Clarify Your Value Proposition

Don’t compete based on price alone.

Instead, highlight the quality and trustworthiness of your services. Clients often choose value over mere price when they make a final decision.

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5. Ensure Client Satisfaction

From the outside looking in, the security industry may not feel as service-oriented as industries like retail and hospitality.

But the truth is that client satisfaction is still paramount. The better your customer service reputation within the industry, the more word of mouth praise and recognition you’ll receive.

Before you know it, the customers and  contracts will be coming to you — rather than the other way around.

Here are some tips to help you along in this process:

1. Keep Communication Open

Keep clients updated about security procedures or potential concerns. This not only builds trust, but showcases proactivity, accountability, and engagement.

2. Learn and Improve Security Operations

Regularly train your staff about the latest security risks and protocols. This could include everything from regular customer service workshops to continuing education courses for employees.

When your employees’ focus is customer service, they can provide more value and represent your company well.

3. Create Productive Feedback Loops

Encourage clients to give feedback. Send surveys, schedule in-person meetings, or check in via monthly video calls.

Constructive criticism is the fastest way to find opportunities for growth. It can help you address problems before they even begin, and stop disaster in its tracks.

Speaking of feedback…

Check uut 43 Shocking Burglary Statistics for 2023

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6. Encourage Reviews and Testimonials from Security Clients

Nothing convinces a prospective customer like client testimonials.

Clients want to do business with organizations that have an ironclad reputation for exceeding customer expectations.

Positive feedback is just as helpful as constructive criticism. By requesting testimonials from satisfied customers, you can show potential customers what it’s really like to contract your company.

Here are some tips to help:

• Request Reviews: After a job well done, don’t be afraid to ask your clients to leave a review on platforms like Security Explorer, Google My Business, TrustPilot, and other industry-specific websites.

• Make It Easy: Provide direct links to your review profiles in emails or via text messages. This reduces friction for the client and makes it easy for them to leave a review.

• Respond to Reviews: Whether positive or negative, always respond to reviews in a professional manner that demonstrates you’re receptive to their feedback. This shows potential clients your commitment to customer satisfaction.

• • Showcase Testimonials: Obtain your clients’ permission to showcase stellar reviews on your website or marketing materials. They can serve as valuable word-of-mouth endorsements.

 

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7. Use Direct Marketing Tactics

Contract bidding platforms and procurement portals are fantastic, but you should have more than one method for sourcing contracts.

Use direct marketing to cultivate your own lead development.

You may be surprised by how many cold leads you can find when you’re proactive about your own direct marketing.

Here are some tips to help:

1. Identify High-Value Targets

Focus on industries that always need top-tier security. This includes banks, government buildings, educational facilities, and warehouses.

By honing in on the type of customers who need your services the most, you can focus your marketing efforts and better speak to their needs.

2. Leverage Data Analytics

Use data analysis tools and services to identify businesses in your area with existing security services.

This data can provide insights into which businesses may be open to switching services if presented with a better offer.

3. Customize Your Marketing Materials

Design different marketing collateral for different customers. Communicate how your company can fulfill their specific business needs.

For example, banks tend to prioritize technology and reliability. Educational facilities may emphasize safety and rapid response.

When you tailor your pitch to target your customer’s needs, you demonstrate knowledge and understanding of their industry. This, in turn, creates trust.

4. Use More Than One Channel to Engage Potential Clients

Direct marketing is about more than cold calls and mailers.

Up your game via email campaigns, social media outreach, and even face-to-face meetings for higher-value prospects.

Each channel can be optimized for different types of businesses.

5. Offer Incentives for Switching

Many customers are reluctant to switch service providers because they don’t want the hassle. That’s why you should always draw their attention to the benefits your company offers over their current provider.

Offer incentives like discounted transition periods, free security assessments, or à la carte services at no extra charge to entice them to consider switching.

6. Share Client Testimonials and Case Studies

Share success stories from similar businesses with whom you’ve worked.

Demonstrating how you’ve effectively serviced other clients in their industry can be a powerful and persuasive tactic.

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8. Stay On Top of Industry Trends

There are ample reasons to stay informed about the latest trends within the security industry. We’ve already covered a few, such as understanding the competition and identifying emerging security threats.

Not only does this position you to provide the best service possible, it also gives you a strategic edge on marketing, advertising, and branding.

By understanding the evolving security needs in different sectors, you can anticipate their concerns and offer solutions before they even recognize the need.

For instance, with increasing cybersecurity threats, even physical security providers might consider partnering with cybersecurity firms to offer holistic solutions.

Technology is increasingly crucial for the private security sector. Here a few pointers for staying up to speed:

• • Every security firm, regardless of size, should utilize incident reporting software.
    • Smaller firms: Opt for basic software to monitor officer activity and gather data.
    • Larger firms: Consider advanced security software with features like command centers and visitor management.
  • AI is gaining traction in security, particularly in AI-assisted remote guarding.
  • Leveraging technology can make your services more attractive to potential clients, especially if the tech is already included in your pricing.

 

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9. Foster Collaborative Industry Relationships

There is fierce competition within the security industry. It’s easy to fall into the trap of viewing rivals as threats, especially when everyone is racing for the same contracts.

However, collaboration and camaraderie can often yield better long-term results than a strictly competitive approach. Not to mention that mutual respect among competitors can sometimes lead to shared opportunities.

Rather than vying to overshadow other companies, consider the value in building bridges. Perhaps there’s a contract too large for one firm to handle alone, or a niche service that another company specializes in which complements yours.

In these instances, collaboration can be beneficial for all parties involved.

Here are a few more ideas for how you can start collaborating:

1. Embrace Mutual Goals

At the heart of the matter, every security firm’s primary aim is to ensure the safety of its clients.

Recognizing this shared mission can lay the groundwork for collaborative interactions. Focus on what you have in common, while searching for ways to complement the other’s weaknesses.

2. Get Involved With Your Local Chamber of Commerce

Your local Chamber of Commerce is an excellent resource for networking.

They regularly schedule events that can help you connect with potential partners, competitors, and clients.

3. Attend Industry Events With the Goal of Collaborating and Building Relationships

Trade shows and expos are platforms where you can meet with competitors in a non-competitive setting.

Sharing insights, discussing industry trends, and even casual conversations can lead to future collaborations.

(If you need some help finding networking events, here’s a list of national networking organizations to get you started.) 

4. Pursue Industry Certifications

Organizations like ASIS offer certifications that not only add to your firm’s credentials, but also provide opportunities to meet like-minded professionals dedicated to excellence.

5. Engage in Professional Gatherings

Rather than seeing competitors as adversaries, invite them for luncheons, golf outings, or charity events.

These gatherings can foster relationships, leading to mutual referrals and collaborations.

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10. Increase Your Industry Knowledge and Reach

If you want to grow your company and win more contracts, increase your company’s reach, scope, and knowledge base. The same goes for your security personnel.

Keep building relationships, keep filling your pipeline with potential clients, and keep checking in with people who turned down previous offers.

The truth is that business is a continuous process of evolution, adaptation, and perseverance.

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Conclusion

As it turns out, Aesop was on to something when he wrote, “Slow and steady wins the race.”

That’s why winning security contracts requires a patient strategy of searching for opportunities, providing high-quality and in-demand services, pricing those services for value, and showcasing your success.

In today’s digital age, online reviews and testimonials play a significant role in influencing decision-makers. Be sure to deliver the excellent service you promised while encouraging satisfied customers to spread the word.

Also, don’t forget to sign up for Security Explorer. Our platform will help you find your next major client.

With diligence and a commitment to excellence, your security company can steadily grow its clientele and thrive.

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