The demand for security services is there — but to stand out, you need an effective strategy. One key tip: Focus on building trust first. Clients want reliability, not just a service. 

Today, we’ll look at practical advice on how to get clients for your security guard company, marketing your services, and keeping clients long-term.

In this article, we’ll cover: 

• Top tips to help you find clients
• How to bid for security contracts
• Awesome marketing strategies to help you get the word out
• Common mistakes to avoid
• Building long-term client relationships

Let’s start with a few helpful tips.

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Top 11 tips to get clients for your security guard company

Getting clients for your security guard company is about making sure the right people know about your services. You can take some practical steps while looking for leads to help you connect with potential clients and stand out from the competition. You can:

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1. Identify your ideal client

Not every business or individual needs security, so it’s important to focus on those who do. Think about industries where security is a must. These include retail stores and malls, property management companies, event organizers, corporate offices, and even industrial companies.

Once you know who you’re targeting, take time to understand their specific needs. A property manager may want 24/7 patrols, while an event organizer might need temporary crowd control. 

Here’s a really good tip: The more tailored your pitch, the more likely you are to land the job.

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2. Network and build relationships

Sometimes, the best opportunities come from who you know, not just what you offer. Networking is a simple but powerful way to find new clients since it can lead to referrals, partnerships, and long-term contracts.

You can start networking by:

• Attending industry events, trade shows, and security expos: In such events, you can meet business owners who may need your services.
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• Connecting with local businesses and property managers: You can get your foot in the door by providing value and offering a free security assessment. 
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• Joining business groups and chambers of commerce: These organizations often need security for events and can introduce you to potential clients later on.

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3. Build an online presence

It’s pretty tough to find security company contracts if potential clients can’t find you. Building an online presence can help with that — here are a few key things that can help:

• Build a website: Establish your authority, trustworthiness, and reliability with a professional site showcasing your services, testimonials, and contact info.
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• Social media: Stay active on LinkedIn, Facebook, and even Instagram. Post about your work, client success stories, and security tips. If you want to do something different, you can even try creating fun, engaging videos about helpful security tips on TikTok.
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• Business listings: Get listed on Google Business and local directories to give potential clients another place to find and contact you.

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How to get security contracts

Attracting clients is one thing, securing contracts is another. Other security companies are competing with you, so it’s smart to work on your proposals to increase your chances of landing contracts.

Here are a few tips to help you land those contracts:

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4. Write effective proposals

A good proposal directly addresses the client’s security concerns. You can also highlight your experience, unique selling points (USPs), and any specialized training or technology that sets you apart from the competition. Keep it clear, concise, professional, and focused on solutions.

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5. Bid competitively without cutting profits

It can be tough to balance profit with competitiveness, but it’s something you’ll need to learn if you want to make your bids more attractive.

Research competitors to understand pricing trends, but don’t just try to be the cheapest. Emphasize your value instead — let potential clients know why your services are worth the price. 

For example, you can include references and testimonials, a link to your Google page with reviews, or a list of all your stand-out services.

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6. Customize services to client needs

There’s no such thing as a one-size-fits-all approach when it comes to security. Tailor your services based on client concerns, whether it’s theft prevention for retail, after-hours patrols for offices, or crowd control for events.

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Working on your marketing

Making sure that you reach the right people is what’s important when it comes to marketing. Here are a few things you can do to improve your strategies:

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7. Leverage client testimonials 

Nothing builds trust like hearing from satisfied clients. Try sharing success stories — show how your security team prevented issues or improved safety for a client and mention how you did it. Did you reduce theft for a retail client? Improve safety at an event? Make those wins clear.

You can also use reviews in your marketing. Feature client feedback on your website, social media, and proposals.

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8. Refine your proposal and presentation

Your proposals are a sales tool, so it’s important to make sure they stand out. Try:

• Tailoring each proposal: Don’t use a generic template. Instead, address the client’s specific security needs.
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• Highlighting your strengths: Show why you’re the best choice, whether it’s highly trained guards, top-tier technology, or 24/7 support.
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• Keeping it clear and professional: Avoid fluff. Focus on listing solid reasons why your company is the right fit.

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What should I include in a proposal for security services?

There are a few things you shouldn’t miss when it comes to writing your proposal. These are:

• Executive summary: Introduce your company, outline the client’s security needs, and explain how your services will address them.
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• Company background and experience: Build credibility by highlighting your industry expertise, certifications, and your past work with similar clients.
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• Security services offered: List your services and explain how they fit the client’s needs. Mention unique services and advanced technology you use, such as drones and AI-powered surveillance tools.
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• Guard qualifications: Emphasize your officers’ training, certifications, and background checks.
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• Pricing and contract terms: It’s super important that you provide a clear breakdown of costs, contract length, and payment terms. Be transparent to build trust.
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• Client testimonials and case studies: Share success stories and feedback from satisfied clients.
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• Next steps and contact information: Tell the client how to move forward (do they need a consultation or is it time to sign the contract?). Don’t forget to provide your direct contact details.

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9. Targeted networking and B2B outreach

Networking is much more effective when you focus on making the right connections. Use a direct approach by attending industry events, reaching out directly, or joining business groups.

Concentrate on connecting with businesses, property managers, and decision-makers who actually need security services. Build relationships with local businesses, real estate developers, and government agencies — not only can they become your clients, but they can also give you leads later on.

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10. Partnerships and strategic alliances

You can approach businesses that need security services and team up with them to get steady contracts and referrals. 

For example, you can work with a property management firm and provide security for all their properties. They can also send leads your way, giving you other property management firms to work with.

You can also work with event organizers, like venues and event planners, to get more jobs within the industry.

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11. Take advantage of niche advertising

Instead of running generic ads, focus on targeting industries that regularly need security. Run ads for industries that often need long-term contracts, like retail, healthcare, and construction.

Position yourself as a contract provider, not just a one-time service. Make sure to say that you provide ongoing security protection in your ads.

It’s good to remember that although ads can bring in leads and introduce you to more potential clients, not everyone who sees them will hire you. Don’t panic if you don’t get many contracts from ad campaigns, instead, focus on improving your ad strategy.

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5 mistakes to avoid when trying to get clients

It can be easy to make mistakes when you’re too focused on trying to land contracts. These mistakes can cost you in the long run, so try to avoid:

1. Underpricing your services: It’s true low prices attract clients, but they can also undermine your value and cut into profits. Compete on quality, not just cost.
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2. Overpromising and underdelivering: Don’t commit to services you can’t provide. Broken promises damage trust and lead to lost contracts and bad word-of-mouth. Try not to miss your KPIs.
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3. Neglecting client relationships: Focusing only on new clients can cause you to lose existing ones. Regular check-ins and strong communication can help to keep your current clients loyal.
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4. Ignoring your competition: Know what other security companies offer so you can highlight your strengths, update your services, and stay competitive.
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5. Failing to market effectively: Relying on word-of-mouth isn’t enough. Build an online presence, network, and promote your services.

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Tips for keeping your security clients long-term

Strong relationships mean repeat business, referrals, and steady growth. Here are a few tips to keep your clients happy and coming back:

• Provide top-quality service: Clients stick with security companies that are reliable and professional. When they see your team consistently doing a great job, they’ll be more likely to renew contracts and refer you to others.
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• Stay in regular contact: Keeping clients informed builds trust. Doing a quick check-in, monthly report, or email update shows that you’re proactive and care about their security. 
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• Ask for feedback and use it: Encourage clients to share their thoughts and constructive criticism so you can improve your services.

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How Belfry can help you provide quality service to your clients

To get clients for your security guard company, you need strong relationships, well-crafted proposals, and smart marketing to show potential clients why your services stand out. Using the right tools can also help you provide better quality that keeps clients coming back — that’s where Belfry can help.

Belfry is an all-in-one security guard software that streamlines your operations while also making it easier to manage your officers.

Here’s how:

• Simple scheduling: Avoid missed shifts and provide consistent service with automated scheduling. Belfry helps you assign shifts based on officer training and certifications as well as the site’s requirements.
   
• Easier administration: Worry less about timekeeping and payroll. Belfry automates time and attendance tracking, including overtime, helping to make sure you have accurate payroll.
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• Improved officer accountability: Belfry’s GPS tracking feature helps you see if your guards are following their post orders. Geofencing alerts notify you when they leave their designated areas.
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• Gain trust: Belfry has a client portal that provides your clients access to patrol activities, incident reports, and compliance information so you can offer transparency.
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• Custom reports: Create tailored reports specific to your clients’ needs and give them the information they need.

Ready to see how Belfry can help you reduce admin work and improve your service quality? Schedule a demo today.