You've built a successful security company from the ground up, and you’ve hired a trustworthy, loyal team to help you keep your clients happy.

Now what? It’s time to reach the next level — a steady stream of contracts that propels you to the forefront of the industry. This guide is a roadmap for the ambitious security company owner, the one with a vision for sustained success.

Here are some battle-tested strategies on how to win security contracts. We'll help you outmaneuver competitors and solidify your position as a security leader.

Let’s dive in.

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1. Understand your market

Every industry faces unique security challenges. A corporate office needs rock-solid access control, while a jeweler needs discreet surveillance to deter theft.

Understanding these specific needs is your key to crafting targeted solutions. This shows that you not only understand security, but their business too.

Dominate your niche by building a service portfolio that tackles their specific challenges. This takes you from being a generic security company to a highly specialized firm.

This added value makes you the most attractive choice for clients in your chosen niche.

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2. Build a strong brand

In the security industry, your reputation is everything. A strong brand attracts clients who trust your expertise and track record. Here's how to build that trust:

• Deliver exceptional service: It all starts with exceeding client expectations. Consistent, high-quality service builds positive word-of-mouth, your most powerful marketing tool.
  
  
• Showcase success stories: Create a portfolio highlighting past projects and satisfied clients. Include specific details about how you solved security challenges and the positive outcomes achieved.

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Here are some marketing strategies that you can consider to build a strong reputation:

• Online marketing: Develop a professional website that showcases your services, experience, and team. Make sure it's easy to navigate and optimized for search engines, so potential clients can find you easily. Positive online reviews from satisfied customers are a major plus.
  
  
• Offline strategies: Don't underestimate the power of traditional marketing. Network at industry events, build relationships with local businesses, and sponsor community events. These efforts get your name out there and position you as a security leader.

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3. Leverage networking and relationships

The security industry isn't a solo act. If you’re successful at building strong relationships with other security professionals, it opens doors to a wealth of opportunities. Here's how to leverage your network:

• Connect with fellow security professionals: Security conferences and industry events aren't just for learning — they're prime networking grounds. Strike up conversations, exchange business cards, and explore potential collaborations.
  
  
• Join security associations: Professional associations offer a wealth of resources and networking opportunities. Participate in committee meetings, attend local chapter events, and connect with security experts in your niche.
  
  
• Use social media: Join industry groups, connect with security professionals, and share valuable content to establish yourself as a thought leader.

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In addition to that, you can explore possible partnership ideas to create a win-win situation. Here are some ideas:

• Complementary businesses: You could team up with a security camera installation company to offer clients integrated guard and surveillance packages. This one-stop-shop approach streamlines the security process for clients and positions you as a comprehensive security provider.

• Non-security businesses: Security concerns touch every industry. Partner with property management companies to offer tenant security solutions. Collaborate with event planners to provide on-site security for large gatherings. By expanding your reach beyond traditional security clientele, you open doors to entirely new markets.

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4. Showcase your expertise and experience

Your portfolio is a sales tool, not just a brochure. Here's how to build one that convinces clients you're the ideal security partner:

• Focus on results: Create compelling case studies that showcase the specific security challenges you addressed and the positive outcomes you achieved for the client. Quantify your successes with numbers whenever possible, such as decrease in number of incidents before and after working with your company.
  
  
• Add social proof: Complement your case studies with client testimonials. These quotes and endorsements from satisfied clients add credibility and demonstrate the real-world impact of your security solutions.
  
  By showcasing both results and social proof, you build trust and solidify your reputation as a top security provider.

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5. Submit flawless proposals

The Request for Proposal (RFP) is your battleground for winning contracts. It's a chance to showcase your security expertise and convince potential clients you're the ideal partner to safeguard their assets. 

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Here are the tools to craft winning proposals that turn RFPs into signed contracts:

Decode the RFP: Don't underestimate the power of a thorough RFP review. This document serves as your roadmap to crafting a winning proposal.

Read it carefully, identify the client's specific needs and evaluation criteria, and ensure your proposal directly addresses each point. 

Avoid rambling or irrelevant information — a focused and targeted approach demonstrates your ability to follow instructions and prioritize client needs.

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The value proposition: Set yourself apart by crafting a compelling value proposition. Clients aren't buying features, they're buying a solution to their problems.

Explain how your services directly address the client's security challenges. Don't just list features — translate them into tangible benefits.

For instance, instead of stating you offer "armed security guards," emphasize how this service deters theft, minimizes property damage, and provides a visible deterrent for criminal activity.

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The power of numbers: Data and metrics speak volumes. Whenever possible, back up your claims with quantifiable results. Did your strategic mobile patrol coverage for a similar client reduce after-hours security issues by 25%?

Highlight these quantifiable improvements to showcase the effectiveness of your security solutions and the tangible results you deliver for your clients.

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6. Optimize your pricing strategy

While offering competitive pricing is crucial, undercutting yourself hurts your bottom line and devalues your expertise. Here's how to find the sweet spot:

• Know your numbers: First, understand your costs — staff salaries, equipment, insurance, and overhead. This allows you to calculate a minimum rate for your services in order to be profitable.
  
  
• Industry benchmarking: Research average industry pricing for similar services in your region. This gives you a baseline to work with, but remember, your unique value proposition (experience, specialized services, technology) can justify a premium.
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A one-size-fits-all pricing approach can limit your reach. Consider offering flexible packages to cater to different client budgets and needs. Here are some ideas:

• Tiered service levels: Design packages with varying levels of service —– basic, advanced, and premium. This allows clients to choose a plan that aligns with their security requirements and budget.
  
  
• Hourly rates vs. retainers: Hourly billing is ideal for short-term needs, while retainer agreements provide recurring revenue for ongoing security services. Offer both options to give clients flexibility.
  
  
• Customizable solutions: Be prepared to tailor your services to specific client requirements. This might involve bundling specific services or offering discounts for longer contracts. Demonstrate your willingness to find a solution that works for them.

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7. Focus on quality and compliance

In the security industry, your reputation hinges on delivering exceptional service. Here's why prioritizing quality is paramount:

• Building trust: Clients entrust you with their safety and security. Consistent, high-quality service builds trust and fosters long-term relationships. A client who feels secure is more likely to become a repeat customer and recommend your services to others.

• Reduced risk and liability: Negligence or cutting corners can lead to security breaches, which can damage your reputation and result in costly lawsuits. Investing in proper training, equipment, and protocols minimizes risks and protects your business.

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In addition to quality, operating within the legal framework is non-negotiable. Here's how compliance benefits your security company:

• Non-compliance with regulations can lead to hefty fines, license suspensions, or even lawsuits. Ensure that you stay informed and adhere to all relevant laws to protect your business.

• Demonstrating a commitment to compliance showcases professionalism and instills confidence in potential clients. Compliance certifications can be a deciding factor when competing for contracts.

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8. Invest in training and development

Your security team is your greatest asset. Invest in their ongoing training to make sure they have the latest skills and knowledge to deliver exceptional service. Here's why continuous training is essential:

• Mastering the latest techniques: Regular training equips your team with the newest security protocols, de-escalation tactics, and emergency response procedures. This keeps them up to date on best practices and ensures they can consistently provide value to your client.
  
  
• Embracing new technologies: Security technology is advancing rapidly. Training your team on the latest access control systems, surveillance tools, and alarm monitoring software allows them to use these advancements for better service delivery.
  
  
• Maintaining certifications: Make sure you stay on top of the upskilling process by providing your guards with certifications so that their training is valid and up to date.

This investment in your team's development benefits your clients and boosts motivation within your workforce.

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9. Follow up across multiple channels

Landing contracts can sometimes depend on a well-timed and professional follow-up. Here's how to ensure your proposals stay top-of-mind without being intrusive:

• Strategic timing: Don't bombard the client with immediate calls. Give them a day or two to review the proposal before reaching back out..
  
  
• Multiple touchpoints: A well-crafted email reiterating your qualifications and expressing your interest in the project is a great first step. You can then follow up with a phone call a few days later to inquire about the next steps and address any potential questions.
  
  
• Professional communication: Maintain a professional and courteous tone throughout your follow-up efforts. Express your appreciation for their time and consideration, and reiterate your availability to discuss your proposal further.

Not every bid will be successful. Don't be discouraged! Use these unsuccessful attempts as learning opportunities. Ensure that you collect as much feedback along the way as you can.

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Here’s how:

• After a bid rejection, politely request feedback from the client. Use this information to improve your future proposals by tailoring your approach to better meet specific client needs.
  
  
• Use the feedback to refine your proposal templates, highlight your strengths more effectively, and address any areas identified for improvement. This will ensure that you present the strongest possible case in future bids.

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10. Provide complete transparency to your clients

Give your clients peace of mind and demonstrable proof of value with transparency features offered by Belfry. Belfry is an all-in-one security management platform that helps you run your business efficiently.

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Our client portal provides your clients with direct access to features that ensure they see exactly what they're paying for:

• Guard identification: Clients can verify the identity and qualifications of assigned security personnel.
  
  
• Real-time guard tracking: Monitor guard location with GPS coordinates available on desktop and mobile apps. See when guards are on-site and their exact location, fostering a sense of security and accountability.
  
  
• Time clock verification: Access to electronic timekeeping records ensures accurate billing and client satisfaction.
  
  
• Electronic incident reporting: Grant clients direct access to detailed, tamper-proof incident reports, eliminating concerns about illegibility or missing information.

With this level of transparency, your clients can rest assured they're getting the security services they pay for, fostering trust and strengthening your business relationship.

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‍Find out more about Belfry: Schedule a Free Demo Today.