10 Steps to Secure Commercial Security Clients: Between Us Pros

Beyond the basics of prerequisite logistics and competencies, playing and succeeding in security’s commercial sector requires keen strategic thinking and immaculate execution.

Though they may seem cliché, adages including “mean what you say and say what you mean” and “under-promise and overdeliver” could not be more germane for dealing with commercial clientele.

We all tend to become numb to or dismissive of phrases we have heard repeatedly. Fight through that to heed those true pearls of wisdom as they are arguably more critical for security and safety than any other profession.

In my experience, the process of targeting, courting and landing a significant commercial account boils down to 10 steps.

10 Steps to Landing Commercial Security Clients

Let’s run through the 10 steps to signing a major security client:

1. Research: Find out as much about the organization as possible, including likely challenges and pain points. Understand that industry or market sector and where the prospect resides within it. Analyze the relevant geographies, structures and grounds where security and safety would likely be a concern. Consider how that plays into IT, operational and managerial aspects. All of this is especially crucial when encountering a new vertical. Also seek to determine existing security systems and personnel in place.
2. Presentation: Turn that research into a plan of attack. Line up your firm’s key people to participate, trying to limit it to three individuals so as not to overwhelm the prospect. A good rule of thumb is to include your most polished salesman as the primary presenter, a technical expert and a leadership/management rep. By all means include a professional-looking slide deck and/or demo, preferably tailored to the client, but use only as a tool to augment interpersonal interaction. Allow ample time for their input, insights, questions and concerns.
3. Audience: Find out from the prospect precisely who from their team will be present during the main pitch meeting. This is the only way you can be as fully prepared as possible to smoothly field whatever they may throw at you. I have been in the awkward position of contending with the unanticipated inclusion of detractors such as IT directors or man-guard supervisors. You do not want to find yourself back-peddling; it usually doesn’t end well.
4. Listening: All too often we become preoccupied trying to impress and sell ourselves. That is important, but not at the expense of neglecting to allow the room to breathe and engaging as an active listener. That allows you to mirror what they want or need to hear and, more critically, feel. It also informs asking intelligent questions. Even the most stoic prospects are just people. All humans need to believe they are heard, understood and appreciated. The value of building emotional connections cannot be overstated.
5. Flexibility: The importance of being perceived not only as an authoritative expert but also easy to do business is paramount. This entails developing a custom-tailored plan based on viewing the situation through the client’s eyes in terms of mindset, vulnerabilities, budget and solution alternatives. This is an area where you can really win over confidence and loyalty. Instill the belief that your company truly has the customer’s best interests at heart. That sets the foundation for mutually beneficial relationships that yield lots of referrals.
6. Differentiation: Following the guidance already suggested will help your company stand apart from competitors, but make sure the prospect is fully aware of the integrity of your culture and breadth of experience, expertise and offerings. Qualify your claims with testimonials from similar clients speaking to both technical aptitude and service responsiveness. Quantify your capabilities with actual data, credentials and accolades that support where your company excels. Add meaningful context to ensure the information resonates.
7. Conclusion: Ideally, you’ve been convincing enough that the enamored prospect will take the lead in steering the conversation toward signing on the dotted line. Or perhaps they will broach next steps. If not, without being too pushy, nudge them in those directions. Take a soft sell approach and walk them through subsequent actions to be taken. Remember to wrap up with some casual but sincere small talk as it will help solidify the rapport.
8. Follow-up: By the next business day, initiate a follow-up phone call and email thanking them for their time and consideration. The email should also review where everything stands along with agreed-upon next steps. What’s more, you may stress or elaborate on chosen subject matter and provide links to or attach additional materials. This can also be a golden opportunity to share information that may prompt them to act more quickly, such as being able to obtain more favorable scheduling or pricing.
9. Close: Contingent upon what was determined in the previous step, wait no more than one week to follow up. It’s also a nice touch, depending on location and schedule, to swing by their office in person to check in while attempting to further dialog toward an engagement. All the while be mindful to avoid high-pressure tactics. Be assertive, never aggressive.
10. Nurture: For a variety of reasons, an extended period of time is often required to win the business of a significant commercial customer. The key is continuing to regularly touch base with the prospect. This allows you to keep abreast of what has developed on their end and update them on any changes or new offerings from your company, or to simply convey relevant security/safety news. This will strengthen the association of your company as a trusted advisor, making it more likely you’re the call made when they’re finally ready to enhance their security.