Security Business: Marketing and Ops for Ambitious Alarm Companies

When sales aren’t working the way you want. When you’re struggling to grow your employee numbers. When you’re still making mistakes… it might not be because you’re terrible. Here’s the first thing to try.

This is what I know right now about marketing for companies that sell security, access control, camera systems, and fire protection. Part 1 of defines what marketing is (different from sales and advertising). Part 2 covers how to do it, the strategy (hint: it’s all about constraints). Finally, in Part 3, I give a practical suggestion for how I suggest security dealerships start marketing in the real world.

Before you add to your payroll, before you add to your managerial stress (you like that term?), before you add… anything, try this first. In this episode, I share an example of how I used a two-question framework to make my workload easier without adding more people, paying a bunch of money, or spending a bunch of time.

Do everything yourself? Is that really the optimal path for growing your company? Instead, here’s how we think about hiring and growing our security dealership from a dozen people to over 30…

Nothing is free. Your customers know that. But do you? In this this episode, I share my thoughts on why people don’t always take you up on a great deal, and what you can do about it.

Most security magazines I see have entire sections on stuff I never talk about. Here’s why this show is different…

Show your human side, they said. Show some personality. And then we get all serious because security is supposed to be serious business, right? Here’s a quick idea to lighten up your customer onboarding.

The first step in managing people is directing them, telling them what you want them to do. Here’s why that’s actually really tough sometimes…

This is one of those operational details that helps you create a great culture but won’t look like much from the outside…

This is how stellar companies win…