One of the questions that I get most often is how should a security guard company go about selling security to security guard service buyers. In a previous article, I talked about how to give a sales presentation. Today let’s talk about one of the best tools that you can use to get your foot in the door to make your presentation. That tool is LinkedIn and if you aren’t using it correctly you’re missing out on a HUGE opportunity.
Using Linkedin to Connect with Security Guard Service Buyers
To make this topic easier to digest, let’s break the process into 9 simple to follow steps.
- The first step, if you haven’t already done so, sign up for the free LinkedIn account. Once you’re gotten acclimated to using the platform, be sure to sign up for a Premium Subscription. You will get a lot more bang for your buck from the platform with a premium subscription.
- Next, let’s spiffy up your profile. The idea behind your LinkedIn profile is to be an online representation of your accomplishments as a security professional. Add as many job-related experiences, educational programs, and other achievements as you can. Try to gain an All Star designation for your profile…it will matter later. You gain All Start designation by making sure that your profile is complete. Follow the instructions that LinkedIn provides. Additionally, ensure that your Summary is a well-written statement of why any company would want to contact your company. Lastly please add a professional image of yourself NOT your company logo. LinkedIn is all about building your professional brand. You can’t do that by having an image of your company logo or a picture of you and your favorite four-legged friend named Fred. Remember to keep it professional.
- As referenced above, your LinkedIn profile is about touting your accomplishments, your LinkedIn Company Page is for your company. It’s where your connections and potential connections will go to find out more about your company and see if you’re really legit. Make sure that you put in as much time on your company page, as you do on your personal profile – it will matter.
- After setting up your LinkedIn profile and your company page the next step will take the longest amount of time. The next step is connecting with at least 500 other professionals on LinkedIn. You may ask “So why 500?” The reason is LinkedIn shows the number of total connections that you have as part of your profile. At 501 connections your total connectons displays as 500+. If someone looks at your profile and it says anything less than 500, that potential connection may look at your profile and think: “This person isn’t really well connected in their industry, so how much of a professional are they?” Remember, LinkedIn is all about networking with people who can assist you and that you can assist. If you only have 15 connections, it’s doubtful that you can be of assistance to anyone.With that being the case, always seek to add connections slowly, maybe 10 – 15 per day. And when you are just getting started it’s pretty important to send along a little personal message with each connection request. If you don’t, people may believe that you are going to try spamming them, which is one of the main reasons people turn down connection requests.Important Note For LinkedIn Connections: The people that you are looking to add should include other security professionals, but the vast majority of your connections should be current and potential security guard service buyers. Sure, throw in your best friend and maybe a celebrity or two, but focus the lion’s share of your energy on connecting with potential customers.
- This step is pretty simple. DON’T SPAM YOUR NEW CONNECTIONS. Don’t try to get any of your new connections to buy anything from you…yet. Remember, your first priorities are to:
a ) Try and build personal and brand recognition;
b ) Engage with potential customers in a way that brings them value;
c ) Stay top of mind for when a potential customer is in need of service. - The sixth step is to find 10 – 15 active LinkedIn groups that are populated by 1000s or 10s of thousands of your potential customers. Once you have identified those groups, send each group administrator a request to join. Let me forewarn you, sometimes your request will be rejected because these group administrators are very cautious about people spamming their groups. If that happens, don’t let it bother just find another group. And remember Don’t SPAM the groups.
- The next step in the process is to find conversations within the groups and start to participate in those conversations. Remember, ask questions, and get involved. Don’t make everything about you and your company. In addition, remember to connect with anyone that you engage in conversation with.
- The next to last step is to start looking at the sources and the topics of the articles that are being posted in the group. Based on that information you can begin posting articles and information that is relevant to that group. Give yourself a good 30-days of participating in the groups before you start posting any content.
- The final step is the absolute commitment to this process, which means DAILY activity within the most active of your groups for 3 to 6-months. During this time you will definitely have opportunities to market your company, but remember the vast majority of your contributions have to be centered on the kinds of topics that your group members are raising and talking about.s
CONCLUSION
So after all of this work, what have you accomplished?
1st you are becoming an active participant in a community that will come to value that participation and you’re your insights.
2nd you are gaining invaluable insight into the problems that your customers face.
3rd you should have developed quite a few security guard service buyers looking at your profile based on your active participation in the groups.
And because you have this All-Star Profile, people are more likely to go check out your company page, which is also phenomenal. From your company page, they get directed…to your website. Using this process, potential customers will be finding your company without you having to SPAM, harass, or stalk them. LinkedIn is a powerful tool for your toolbox.
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By Courtney Sparkman
OfficerReports.com is a software company that provides security guard companies with an easy way to monitor their officers, better manage their operations, and win new business. Take a tour of our software to see how we combine Electronic Reporting, Real-Time GPS based Tour Tracking, and GPS based Clock In and Out into one easy-to-use platform.
