Marketing Security – Networking With Other Security Companies

Quite a few marketing-savvy security companies have networking arrangements with organizations in other industries. Realtors, insurance agents, locksmiths, home builders, commercial developers and many others can be great sources of referral business when properly set up and managed. But there’s another excellent source of new business that most independent security companies overlook, and that’s other security companies.

When I first suggest this to clients, they’re often surprised. “You’ve got to be kidding,” they say. “Why would I work with other security companies?” The answer is simple. Because they can send you high-quality business that closes about 100% of the time and costs you nothing. And even though they sell the same products and services, they don’t compete with you. Why? Because they’re in different market areas.

Mobile Population Creates Opportunities

Sixteen percent of the U.S. population moves every year. That’s about 40 million people annually. No doubt many of your own customers are part of this annual migration, while many potential new customers move in.

Many of these new arrivals had a home security system in their prior residence and will want one in their new home. Instead of cracking open the Yellow Pages, wouldn’t they rather have their security company take care of this for them? Wouldn’t they prefer to have one less thing to worry about and let their current company handle the security transfer details for them? Wouldn’t you like to be on the receiving end of that referral pipeline?

When setting up your network, think about where new arrivals to your market area come from. For instance, here in the Sacramento region we get most of our “transplants” from the San Francisco Bay area and Southern California. So a company operating here would want to first set up arrangements with companies in those areas.

Other Security Sales Advantages

This type of arrangement also gives you a day-to-day sales advantage. For instance, people who are transferred regularly will like the fact you can take care of their security needs no matter where they move. It also means you can compete for the commercial business of companies with nationwide offices, even if your own company only operates regionally. (By the way, have you looked at working directly with relocation companies, corporate recruiters or companies that have a lot of employee transfers?)

And in this increasingly global economy, who says you have to limit your alliances solely to domestic security companies? Ready to go international?