In saturated markets, such as physical security, simply providing a quality service is not enough to attract new clients. Standing out in the service industry, especially the security guard industry is difficult. Security services typically operate on a fairly simple business model and your competitors are all providing similar services. So what makes you different? How do you stand out?
Success stems from building a unique selling proposition that adds a value to your security service over competing services. Below we will discuss a few tips that will bring you closer to developing a differentiated selling position that will give you the upper hand in the battle for a new client contract.
A niche is a suitable but specific position for your business in an industry. A good start to defining your niche is to look at your strengths, skills and experience, as well as the specific audience you wish to serve. The first step is to establish what type of service you wish to focus on, such as event security or personal protection. Then move forward by determining what sorts of clients you plan to target given the service. Then think of how you will solve their problems. An example target audience for event security services is focusing on medium sized venues such as banquet halls.
Having a defined niche helps you determine upfront the type of service you specialize in and who you provide it to. It allows you to focus your services and send a clear message of who you are and what you offer for potential clients. This allows you to appear as a more specialized and qualified option to your target market compared to companies who serve a broader audience.
Another contributing key factor to building a distinctive selling position is your reputation. It starts from the bottom, once you have chosen your niche, define the ideal skills needed for guards given your focus. Ensure you have an ongoing training program that concentrates on your niche. It should develop the skills and professionalism that allow you to provide the best service for your target market. Have ongoing training and closely manage guards to ensure this.
Over time, this will allow you to be recognized in the industry for having the first-class service for the niche market chosen. In a market not short of the competition, having a strong reputation comes a long way in attracting new clients and developing an advantage over the competition. It aids in the creation of a unique selling proposition.
In the sales process show your client the steps you have taken to provide the best service to your target audience. Tell the potential client what your service is and be transparent about what it can offer them. By displaying what your officers are expected to be doing and how they will do it creates transparency, trust, and accountability between you and the client. In addition, it shows the potential client how focused your service is for them. This again helps create a unique selling experience that will help you to stand out.
Differentiating yourself in a market filled with competing services is always difficult. Finding your niche is a vital first step in the process. Building off that focus and incorporating it into your company culture through the other two tips will put you on a path to success. Incorporating these three ideas into your business will provide you with form, focus and most important a unique selling proposition that will help you stand out.