By: Audrey Pierson, Audrey Pierson Consulting
Every sales professional dreams of finding that perfect lead; the one that blossoms into a loyal, long-term client with several locations, each with systems protecting the premises. Believe it or not, leads are not limited to cold calls or online inquiries. Leads are, in fact, all around you. They are in the coffee shop, at your child’s school event, and in your weekend hiking group. Do you have the “detective” mindset to spot them?
With a bit of observation, curiosity, and readiness, you can uncover opportunities in unexpected places to expand your network, engage new clients, and keep your sales pipeline thriving.
Step 1: Cultivate a Keen Sense of Observation
Make it a routine to notice the details that others often overlook. Look for signs that could indicate a security need. When visiting local businesses, observe whether they have security cameras, access control, or security decals. If they don’t, or their equipment looks outdated, there’s an opening to mention modern security solutions.
In residential neighborhoods, take note of homes that don’t have yard signs. Whether it’s a casual conversation with a neighbor or quick chat with a friend’s family, these are opportunities to bring up the benefits of securing their home. A casual question about security could be all it takes to open a lead.
Step 2: Ask Good Questions and Listen Intently
Observe and learn how to guide interactions thoughtfully. In conversation, weave in subtle questions that can naturally reveal someone’s security needs. For example, asking, “Have you noticed any areas that might need a little extra attention?” can encourage people to share their thoughts without feeling interrogated.
Listening is just as crucial as asking the right questions. As you listen to their answers, you may discover pain points, whether it’s recent neighborhood break-ins, dissatisfaction with their current system, or frustration with the access control at their business. These insights can help you speak directly to their needs. People feel valued when they know you’re genuinely interested in their concerns, and it builds a foundation of trust that can evolve into a lasting business relationship.
Step 3: Leverage Everyday Conversations
Some of the best leads come from casual conversations, not direct pitches. Salespeople who excel work naturally, letting security topics arise without seeming pushy. Instead of diving straight into your offerings, use everyday interactions to build awareness of what you do.
Consider the power of curiosity in conversations. When someone asks, “What do you do?” share an interesting aspect of your work. You might say, “I help businesses and homes feel safe through advanced security technology,” or “I work in electronic security, so I’m always learning about ways to keep people and property secure.” Often, this piques curiosity, leading people to inquire more about what you do, which is your inroad to explore their security needs further.
Step 4: Utilize Networking Opportunities Outside the Usual Scope
Effective detectives expand their networks beyond typical boundaries, and so should you. Networking isn’t just for formal events, it can happen anywhere. Whether it be from the dog park to a charity fundraiser, these environments offer relaxed settings where people feel comfortable, making it easier to talk about various topics, including security.
When attending community events, introduce yourself to people and ask about their interests. If the opportunity arises, mention your role in security, without pushing for a sale. You’ll find people remember you later when they have a need, or they could refer you to someone who’s actively searching for solutions. Presenting yourself as a familiar, friendly face associated with security can turn casual contacts into valuable leads over time.
Step 5: Stay Equipped and Ready to Act
A good security professional is always prepared, including always having business cards on hand, being active on LinkedIn, and following up professionally and quickly when someone expresses interest. A text or email saying, “It was great meeting you the other day! If you ever need advice on security, feel free to reach out,” can work wonders for nurturing new contacts without seeming overly eager.
Ensure your online presence reflects your expertise. A LinkedIn profile with updated content, customer testimonials, and clear contact information is a great way to strengthen your professional image. If you leave an impression on someone, chances are they’ll look you up. Make sure what they find shows your commitment to the security field and your willingness to help.
Being a successful security sales professional means wearing multiple hats, with “detective” being one of the most crucial. By observing your surroundings, asking good questions, and engaging in natural, thoughtful conversations, you’ll find that opportunities are everywhere. Leads are less about perfect timing or the ideal sales pitch and much more about being present, interested, and prepared. Remember to keep your eyes open. You never know who you’ll meet or what opportunity may appear.
Audrey Pierson is a seasoned expert with 35 years in the electronic security industry. She helps security sales teams and alarm dealers/integrators achieve top-tier results through her Security Sales Academy, offering online training and live coaching. Audrey also provides expert supervision via her Virtual Security Sales Manager program, equips new hires through the Security Industry QuickStartprogram as well as many other training opportunities.
Contact: www.audreypierson.com, 831-277-7447, [email protected].