Let’s be honest. Being the best security business in South Africa doesn’t mean much if there's no one using your services. Your business success is only partly linked to how good you are at security installation. The rest is down to how well you sell it to your customers.
Listen to this.
Security businesses that master the sales process can see an
increase in revenue of up to 28%
.Selling is about understanding your customer, building trust, and offering solutions to their problems. A process helps you do that more effectively and efficiently so you can sell more to more with less.
In this article, we’ll explore the basics of sales and how they apply to take your security business to the next level.
Table of contents
- Embracing a sales mindset: From security worker to salesperson
- Understanding the security service’s sales process: From lead to customer
- The power of reporting: Measuring your success
- Crafting your brand: Selling yourself
- Going above and beyond: Exceeding customer expectations
- Staying connected: Why keeping in touch with your clients matters
- Master sales to boost your security business
Embracing a sales mindset: From security worker to salesperson
How do you see yourself? As a security worker- or a commercial business owner?
Shifting from a security worker to a salesperson requires a mindset shift - proactively focusing on customer satisfaction and business growth. Embracing this mindset positions you as a problem solver rather than just a service provider.
For example, if you’re a security installer don’t just set up your customer’s security systems but take the time to educate your customers on simple maintenance tips. By demonstrating genuine care for your client's property, you establish trust and increase the likelihood of repeat business and referrals.
Get started:
Check out this video
by Sales Insights Labs for 10 practical tips to start shifting your mindset you can start implementing today.Understanding the security services sales process: From prospect to customer
What is a sales process?
A
sales process
is a set of repeatable steps that your sales team takes to convert a prospect into a customer. Having a standardised sales process adds structure and accountability to your sales activities, leading to a higher win rate and shorter sales cycles. So what are the stages of the sales process?Whilst different businesses might have different processes, a security business’ sales process typically includes:
- Lead capture
- Understand needs
- Propose solution
- Close sale
- Post-sale follow-up
Whilst it might seem straightforward, not all security business owners have thought through their sales process and designed it in a way that gives the highest chance of closing the deal.
Have you?
Designing the right sales process for your security business allows you to manage things through the process and make tweaks for things that aren’t working. It allows you to move from operator to manager - so you can continuously improve and eventually manage others through the process.
ServCraft allows security business owners to design, build and manage their sales and implementation process across leads, quotes, invoices, and payments.
Get started:
Check out this video
by James White who shares the importance of a sales process for small and medium businesses. We’ll unpack how you build a sales process of your own in a future article.The power of reporting: Measuring your success
Measuring sales success isn't just about the number of jobs you’ve landed, it involves analysing metrics across your sales process. It doesn’t have to be complicated - but unless you measure it, you can’t manage it.
The first step is to identify and track relevant metrics for your security business. Metrics like conversion rates (the percentage of leads that move from one stage in the process to the next), average deal size, and customer acquisition costs - all provide insights into the efficiency and effectiveness of your sales efforts.
Regularly analysing this data will give you a deeper understanding of your customers, market trends, and areas requiring improvement. It's not just about collecting numbers but using them to identify actionable insights.
For example, you might notice a pattern in the types of projects that convert the fastest. By analysing this data, you can adjust your marketing strategy to focus more on those specific services, resulting in increased leads and quicker sales cycles.
Get started:
Check out this video by LYFE accounting
to learn more about some of the most important metrics you should be tracking and why.Crafting your brand: Selling yourself
People buy people, so building a strong personal brand is as important as promoting your security business. It's about creating a lasting impression that speaks volumes about your professionalism and expertise.
For example let’s take two security companies: one with a well-established brand, including a professional website and active social media presence and uniformed team, and another that’s just as skilled but less focused on branding. The branded security company will gain more business thanks to increased visibility, credibility, and trust among potential customers compared to the one without a distinct brand presence.
ServCraft customer
PWV Security
’s professionally-designed uniform is a great example of how a consistent look adds another layer of professionalism to its service.
Let’s look at a few ways you can build a strong brand for your security business:
- Communication:It's not just about talking; it's about listening and understanding your customers. From face-to-face to email communication, doing it effectively shows that you’re invested in meeting your customer's needs. Being consistent and clear in your communication builds trust and strengthens your brand's reputation.
- First impression:As the old saying goes, "first impressions last", and this is especially true in sales. Punctuality, professional appearance, and respect set the stage for a positive initial encounter. For example, a consistent uniform will create a professional image that projects reliability and competence to your customers before you even say a word.
- Build rapport:This is more than just a sales technique; it's about creating genuine connections with your clients. Ask them about things that you have in common, like how their kids are doing, offering compliments, and remembering important dates like their birthdays are great ways to create a meaningful client relationship that goes beyond a superficial connection that’s purely based on the work you’re delivering, helping you set yourself apart from the competition.
- Consistency: Consistency is key. From the quality of your service to meeting deadlines, and maintaining high standards across security projects, being consistent creates confidence in your customers, and as a result, in your brand as well.
Building your brand and establishing rapport isn't just about showcasing your skills; they're about creating meaningful connections with your clients. These connections often serve as the bedrock of long-term relationships and repeat business
Get started:
Listen to this podcast
from Tradesmen Talks about how contractors can use branding to help build trust with their customers.Staying connected: Why keeping in touch with your clients matters
After completing a job, staying in touch keeps your security business at the forefront of your clients' minds. This strengthens relationships and encourages repeat business.
From newsletters to personalised messages, various methods help in staying connected with clients. Asking for feedback is another way to stay connected with your clients while also helping you improve your services and increase your ratings.
Take a security installer who periodically sends out newsletters with security maintenance advice or exclusive offers for loyal customers as an example. This proactive engagement not only keeps the security installer top-of-mind but also positions them as a helpful resource.
Get started:
Send a personalised thank-you note to a recent client. Express gratitude for their business and inquire if they have any feedback or additional needs. Email is perfect for these kinds of personalised messages and to ask for feedback. Be sure to check out our article on email marketing to learn more about how you can use this channel to its full potential.Master sales to boost your security business
In South Africa, if you want your security business to succeed, you need to focus on both your services and on mastering sales. This means you need to embrace a sales-oriented mindset and understand all aspects of your sales process.
By mastering the basics of sales you’ll be able to
develop a sales strategy
that can help your security business grow, help you better understand the needs of your customers, make it easier for you to plan your finances, and ensure that your business survives in the competitive South African security landscape.