Getting creative in finding new customers

Tips for cultivating new business


A successful security company starts with a sustainable business model. The right budget, overhead, staff size and operations and sales strategy (door-to-door vs. telemarketing) give your business a chance to keep flowing and growing. If you’re a new company, door-knocking is the most cost-effective way to market yourself and create buzz in your target areas.

Both new and established companies can consider these creative ways to find new business:

  • Get involved in your community. Volunteer for charity events on behalf of your company, such as food banks, donations and marathons. Small business clubs often leverage relationships for referrals. Consider joining your local chamber of commerce to gain access to community activities and build a broader network of relationships.
  • Ask permission to pitch your company at homeowners’ monthly meetings in the area. Explain the advantages of owning a security system — yours, specifically.
  • Consider establishing a referral program tied to your sales/install process. It’s a strategy you can lean on during slow months, and it’s a way to obtain strong organic leads. Of course, the best way to get referrals is with quality service and installations – the foundation of your business.
  • Diversify your marketing strategy with online SEO (search engine optimization) techniques or permission-based email marketing. It’s a fast method of communication, and it’s cost-effective compared with printed materials. A study by the Direct Marketing Association shows the return on investment (ROI) is $40.56 for every dollar spent. If you’re interested in e-mail marketing, make sure you’ve gained permission from the recipients in your database. The CAN-SPAM Act of 2003 sets rules and regulations for commercial e-mail and gives recipients the right to be taken off your list. For information, visit www.ftc.gov.