I learned a long time ago that the security guard business is not the same as law enforcement. If you attempt to run your security guard business as a quasi-law enforcement agency, your results will be less than optimal. Although each has similar goals, they are two completely different types of organizations.
When my father and I started our security guard company, the majority of my experience had been in sales and marketing. My father, on the other hand, was a seasoned law enforcement officer with more than 25 years of experience. I thought with that type of law enforcement background, running a security guard business would be a breeze—how wrong I was. Although both institutions are dedicated to protecting people and property, they each perform their duties in completely dissimilar environments.
Let’s take a look at several ways the two enterprises differ. First, the difference in training for security officers and law enforcement officers is night and day. Training for security officers is measured in hours (typically 0 to 40), while training for police officers is measured in weeks (on average 20 to 30). The result of this differences in training is a substantially different culture, mindset, and level of dedication. Attempting to treat security officers like police officers will lead to low morale and high turnover.
Second, the sources of funding for the two organizations are on opposite ends of the spectrum. For law enforcement agencies, their budgets typically depend on allocations from their local government. Security guard agencies, on the other hand, depend on being able to win contracts that help sustain and grow their business. The ability to go into the marketplace and solicit contracts is vital for all security guard companies.
Third, the way that each of these institutions interacts with their customers is markedly different. Police and other law enforcement personnel are not expected to constantly engage with their customers, who are the citizens within their jurisdiction. On the other hand, security guard businesses must encourage their officers to be highly engaged with their customers. If their security officers are not personable and approachable, the security guard company risks losing their customers and contracts.
Although some customers may believe that having a law enforcement background makes for good security service, one has very little to do with the other. And as my father and I learned, a security guard business cannot be treated like a law enforcement agency. On the way to building a successful business, my father and I learned that lesson and many others, many of which we learned through trial and error. But we also spent long hours taking classes, reading articles, and devouring books that focused on building a successful business.
I have distilled my library down to seven books that I would encourage any security guard industry professional to read. They each, in their own way, taught me some very valuable lessons.
Security Guard Business Sales & Marketing:
Everything I Know about Marketing I Learned from Google by Aaron Goldman. Although this book centers on Google’s marketing tactics, the ideas behind these tactics are valuable to most companies in most industries.
Selling For Dummies by Tom Hopkins. There are thousands of books that have been written about the art of selling.
Selling For Dummies is my go-to book for understanding the basics.
Guerilla Marketing by Jay Conrad Levinson. Although this book was originally published before the coming of the Internet Age, there are still some valuable concepts to be learned regarding offline marketing campaigns.
Ultimate Guide To Search Engine Optimization by Jon Rogerund. According to research from Google and CEB, customers get nearly 60% through the sales process before engaging a sales rep. In the Digital Age, buyers research companies, products, and services online before contacting them. Understanding search engine optimization and how it affects your website’s place in search engines is critical to your organization.
Security Guard Business Operations:
Introduction to Security by Robert J. Fischer and Gion Green. This book served as one of two primers that I referred to regularly. It has been called “the leading introduction to private security” for over 30 years because of its balanced and professional approach to the topic.
Outsourcing Security: A Guide For Contracting
Services by John Stees. Because I had never purchased security services, I was not familiar with how security buyers assessed and purchased security guard service. This book gives security guard companies insight into how buyers may plan, evaluate, and contract for security services.
Anatomy of a Business Plan by Linda Pinson. Running your security guard business by the seat of your pants will more often than not leave you pants-less. Understanding how to develop a comprehensive business plan is a mandatory skill in every business.
Financial Statements by Thomas R. Ittelson. As a nonfinancial manager, I have read numerous books to help me better understand balance sheets and P&L’s. Financial Statements was easy to read and gave good examples.
Security Guard Business Management
The Philosophic Consultant by Peter Koestenbaum. This is a book that I hold in high regard. I even wrote an article based on the lessons that I learned from this book. Your security guard business is just that, a business. It just happens to be a business that provides security guard services. If you focus more on the business aspect of your security guard business than on the tools and arrests, you will undoubtedly be much more successful.
You will probably learn a lot of things by trial and error like we did. But building your understanding of what it takes to run a successful business and specifically what it takes to run security guard business before you make those errors will help ensure you learn the right lessons so that you can grow your business.
Now let’s look at what will surely doom your security guard business: denial.