Sunday, November 6, 2016

Why do security firms sell themselves short?

Charlotte NC Nov 6 2016 While checking our inbound news feed the other day, two headlines caught my attention immediately.
“Less Than Dirt” security guard training and “Be a Guard for Just $ 17.99.
While competition in any business is good and low prices is sometimes just part of what’s necessary to keep the doors open, marketing and verbiage of an ad can make the product or service appear to be devalued and seem to be inferior, unprofessional or even unappealing.
Have you ever seen a college advertise or in any way market, a nursing program with headlines-that read “Be a Nurse for just a few bucks”?
If you were to see something like that, what would you think about the quality of the school, the instructor or the program? Would you trust them to deliver superior service and training?
Security agencies and those persons who provide protection services today are considered a “para-profession” much like a paralegal, nurse assistant, substitute teacher, emergency medical technician or dental assistant.
These professions require between 140 hours and 680 hours of intense training and a state examination to qualify or to be licensed before working in the profession.
Professional schools including colleges and universities, who offer para-profession courses, never devalue their training or the school by using marketing forms that make their course sound like an ad for McDonald’s $1.00 menu or Walmart’s always cheaper slogan. Remember the saying “You get what you pay for”?
Big brands don’t attract customers or grow billion dollar businesses by saying that they are cheaper than dirt or that their services are less than or worse than their other competitor.
But they do say they are “better” or can do a better job cheaper than the other guy.
Always qualify your cheaper claims with value statements such as “We keep our pricing low while keeping our quality high”.
Crafting an advertisement, marketing plan or tag line which identifies that something is on sale or being offered at a competitive price can be done without making it sound like the product or service is worthless, of lower quality or value or not up to par with other area providers.
The security industry is still exploding in growth requiring constant revisions of training requirements and regulatory law and is now being recognized as a true profession requiring a higher degree of education and experience.
We provide an important service and should be recognized for the role that we provide in securing billions of dollars of assets while protecting millions of people every day here in the U.S. and around the world.

Let’s be more creative in our marketing strategies and image projection and not undersell who we, what we do or what we offer.

No comments: