How to get Referrals to Grow your Security Business

In South Africa’s highly competitive security market, where customers have a range of choices at their fingertips, standing out as a security business can be challenging.

But there’s one powerful strategy that often gets overlooked. Getting referrals from your existing customers.

When was the last time you asked for business from your existing customers? If the answer is never, then perhaps it’s time to start.

With the security market being so crowded, you need to use innovative approaches to get more customers. Referrals are just that since they’re a genuine and powerful way to connect with potential customers.

Whilst stats in South Africa are scarce,

according to research

in the US, around 49% of shoppers rely on recommendations from family and friends when discovering new products or services and referrals are 30% more likely to convert into customers. At ServCraft we think this number is higher in South Africa since digital brands of service providers are less developed and consumers are more cautious about who they let into their houses.

In this article, we’ll explore 5 effective ways for security businesses in South Africa to tap into the potential of referrals, helping grow their business and increasing sales.

1. Build strong relationships with your customers

2. Start a referral program for your business

3. Use your customer database for referrals

4. Use social media for a wider reach

5. Build partnerships for referrals

South African security business owners often make the mistake of assuming that satisfied customers will refer their services after the job is done. But the reality is that most customers aren’t going to spread the word without a gentle nudge. This means that it's essential for you to ask your customers for referrals.

According to research

, 83% of consumers say they are willing to refer your business after a positive experience. This statistic shows just how important it is to ask for referrals, rather than assuming that satisfied customers will tell everyone about your security business.

Just as important is maintaining a strong relationship with your customers after the job’s done. Tools like

ServCraft

’s feedback feature can help you understand your strengths and areas for improvement. This is especially important here in South Africa, where many of your competitors in your security often do an average job, so improving your security services is a great way to set yourself apart from them.

If the feedback is positive, take the opportunity to ask for a referral with a personalised follow-up message in which you thank them for answering the survey and mention how great it was working with them.

This increases the chance of customers becoming enthusiastic promoters of your security business.

Not sure how to ask for referrals?

Check out this video

for some tips to ask for referrals without seeming pushy or begging.

What’s a referral program you ask? Referral programs are a way for security businesses to encourage customers to refer their business to other people by using incentives.

Referrals don’t happen spontaneously. This means your security business should treat them as deliberate parts of its sales strategy.

For security businesses in South Africa, where word-of-mouth recommendations are especially important, a well-crafted referral program is critical.

An example of a referral program can be: ""

This not only gives an incentive to your existing customers to refer your services but also attracts new clients with a special offer.

Incentives don’t need to be cash-based; they could be discounts on future services, loyalty points, or additional service perks. The key is to create a win-win situation, where both the referrer and the new client feel valued and rewarded.

It’s important that you don’t implement a referral program in isolation, but instead include it as a key part of your overall sales strategy.

When training your technicians on selling security services, make sure that they understand the value of referrals and how to let your clients know the benefits of your referral program.

Just as important as having a referral program is promoting it. Make it visible on your website, share it on social media, and include it in your emails to customers.

By reminding your existing customers about the program, you increase the chance of them participating and referring your security business to others.

For a quick breakdown of how you can set up a referral program,

check out this video

.

When was the last time you spoke to the customers you’ve ever done work for?

Efficiently managing your customer database is key to the success of your referral strategy.

According to

the 80-20 rule

, 80% of your work often comes from 20% of your customers. These loyal customers are not only repeat clients but also potential supporters of your security business.

Invest in a customer database system that allows you to send personalised communications to your security customers.

Most South African security businesses do the job at hand and that’s it. By mentioning a customer's name in the subject line or referencing services you’ve provided previously, you show a level of attention that goes beyond transactional interactions. Remembering these small details helps to build loyal security customers.

When you communicate with your customers, end your messages with a subtle request for referrals.

For example, you could say: ""

This gentle reminder, coupled with a personalised experience, increases the chances of your customers sharing positive feedback and referrals.

Check out this video

that compares 7 of the best customer database systems for small businesses.

Social media platforms are valuable tools for security businesses to let more people know about their brand and increase referrals. While you might be put off by the idea of creating content for a broader audience, trust me, the benefits outweigh any hesitations you might have.

Start by showcasing positive reviews and testimonials from satisfied customers on your social media profiles. If a customer leaves a positive review, convert it into a post.

All you have to do is copy their words, add a good-looking background image, and mention how grateful you are in the caption.

By sharing positive experiences, you look more credible to potential customers and encourage existing customers to share the post, helping you reach more people beyond your social media followers.

Studies show

that 81% of shoppers are influenced by their friends’ social media posts. Even if potential customers don't personally know the reviewer, a positive recommendation builds confidence in the quality of your security services.

Social media is also a great way to showcase your expertise in your security. Regularly post tips, insights, and the behind-the-scenes of your security work. By consistently providing valuable content, you position your business as an authority in the field, making it more likely for customers to recommend your services.

This is especially true here in South Africa, where most security businesses don’t have a strong social media presence, making it a great way for your security businesses to stand out.

Looking for some more tips on how to get referrals from social media?

Check out this article from LinkedIn

.

Don’t just focus on your customers to get referrals, but build partnerships with other local businesses that complement your services; for example, if you specialise in residential security services, collaborate with a local electrical company that often works on home projects.

When you approach potential partners make sure your offer benefits you both. This means that if they refer their clients to your security business for certain jobs, do the same by referring your clients to them for their electrical services.

This will help you generate new potential customers and as a bonus include your security business in a network of reliable service providers.

But remember that here in South Africa your reputation as a security business is a big deciding factor for potential customers.

So before you build any partnerships make sure that the businesses you collaborate with have the same standards of quality and reliability as your security business or it’ll reflect badly on your business.

For a quick breakdown of the benefits you can expect from a referral partnership,

check out this video

.

For South African security businesses looking to succeed in a competitive landscape, unleashing the potential of referrals is a game-changer.

Referrals not only bring in high-quality leads that are more likely to convert into potential customers but also build a foundation of trust and credibility that sets your business apart.

By incorporating these referral strategies into your overall business approach, you not only sell more but also build a community of satisfied customers who actively contribute to the growth of your security business.