How would you like to be approached?

[parkingandsecurity]

Morning all,

I'm flipping this on its head a bit. As the name suggests i run a parking and security company. I am looking to grow the security side particularly the keyholding and mobile patrol elements.

Parking is old hat to me and i can sell the services with confidence and conviction. Security on the other hand is a new area of marketing for me.

So how could someone approach you and get your interest?

Thanks all in advance.

 

[dotcomdude]

Do some kind of security assessment of the business from the outside and approach them when you can tell them something they didn't already know (in the security arena)...

 

[parkingandsecurity]

Do some kind of security assessment of the business from the outside and approach them when you can tell them something they didn't already know (in the security arena)...

Thanks for this idea. I did consider it but thought it may be overbearing on people and rub them up the wrong way?

 

[Mr D]

Thanks for this idea. I did consider it but thought it may be overbearing on people and rub them up the wrong way?

Yes it does sometimes.

Perhaps not the customers you want.

Free security audits are worth every penny, sometimes what can be seen outside is not the story the company is willing to hear as they also see inside.

Now if you find from local press about break-ins and other security concerns in the area along with crime figures, can put together something realistic to the area and persuade people to pay for a security audit.
Plenty will not want one or will already have had one done.

 

[fisicx]

So you trawl social sites looking for threads about theft, vandalism, security and so on and get some adverts published. And it has to be local.

This is t going to be easy, I can see a lot of hard work just making people aware of your services. And then a lot more work getting them to pick up the phone.

Good marketing is iterative. People need to see your ‘security by’ boards, vans, staff in uniform, adverts, website and other online activities. The more you are visible the better the chances of you getting leads.

 

[dotcomdude]

Thanks for this idea. I did consider it but thought it may be overbearing on people and rub them up the wrong way?

I think there's a right way and a wrong way.

It's similar to my main business (SEO/digital marketing/conversion rate optimisation). If I approach a business and say that they're doing something wrong, they get defensive and don't really want to know.

But if I take a little time to analyse their organic and paid search activity I can usually spot something that either they or their current agency could do much better. Tell them that - for free - and just try to establish credibility. Once you've done that, they'll surely listen to you.

 

[parkingandsecurity]

I do have some smaller stickers "this property is patrolled 24 hours a day. Security dogs and CCTV in operation" which i was going to distribute for free to people just to get the name out there

 

[Mr D]

I do have some smaller stickers "this property is patrolled 24 hours a day. Security dogs and CCTV in operation" which i was going to distribute for free to people just to get the name out there

Yes they are nice.
Not much deterrent to those looking to break in.

 

[parkingandsecurity]

Yes they are nice.
Not much deterrent to those looking to break in.

The purpose was to imply a regular security presence in the first instance. A house which appears to have security is less likely to be targetted than one that has (or appears to have) nothing.

 

[Root 66 Woodshop]

I have a couple of scenario's for you... please bare with me, as these have happened to me before.

1. You hand out the above stickers, free of charge, no obligation to use your services, they get used... someone contacts you 12 months later implying that they're taking you to court because they've had a break in and your sticker clearly states that you are present 24 hours a day.

2. You hand out the above stickers, free of charge, no obligation to use your services, they get used... You're contacted by the police after a serious crime involving the local scumbags asking for your CCTV evidence as they've broken into a property with said sticker.

We were actually told it was false advertising and were in breach of

Regulations that affect advertising
Advertising to consumers
The Consumer Protection from Unfair Trading Regulations mean you cannot mislead or harass consumers by, for example:

• including false or deceptive messages
• leaving out important information
• using aggressive sales techniques

Read ‘The consumer protection from unfair trading regulations’ for the rules on advertising legally.

Advertising to businesses
Advertising to businesses is covered by the Business Protection from Misleading Marketing Regulations. As well as being accurate and honest, you must not make misleading comparisons with competitors, that includes:

• using a competitor’s logo or trademark, or something very similar
• comparing your product with a competitor’s product that’s not the same

Download ‘The Business Protection from Misleading Marketing Regulations 2008’ for more detail about the regulations that cover advertising to businesses.

https://www.gov.uk/marketing-advertising-law/regulations-that-affect-advertising

We were like... WTF! We're offering a free sticker in an attempt to deter would be criminals and then we're being treated like criminals...

Luckily, we spoke to one of our contacts at the Police and they honestly thought we were having a laugh about it... he said that if that's what we're being threatened with then we should stop handing them out... he was totally aghast and bemused that someone would even consider attempting to sue us for fraudulent activities when all we've done is try to help people...

but hey ho...

 

[Mr D]

The purpose was to imply a regular security presence in the first instance. A house which appears to have security is less likely to be targetted than one that has (or appears to have) nothing.

Most houses don't have security dogs. They may have dogs.

 

[parkingandsecurity]

I have a couple of scenario's for you... please bare with me, as these have happened to me before.

1. You hand out the above stickers, free of charge, no obligation to use your services, they get used... someone contacts you 12 months later implying that they're taking you to court because they've had a break in and your sticker clearly states that you are present 24 hours a day.

A simple document with the sticker could possibly make it clear the sticker is a visual deterant alone and no security activity would take place but is available for an additional charge subject to contract?

2. You hand out the above stickers, free of charge, no obligation to use your services, they get used... You're contacted by the police after a serious crime involving the local scumbags asking for your CCTV evidence as they've broken into a property with said sticker.

We were actually told it was false advertising and were in breach of

Regulations that affect advertising
Advertising to consumers
The Consumer Protection from Unfair Trading Regulations mean you cannot mislead or harass consumers by, for example:

• including false or deceptive messages
• leaving out important information
• using aggressive sales techniques

I would contest a burlgar or indeed the police are not consumers. The sticker is clear what is it and if accompanied by the above document it would make it clear that the sticker is being provided as is as part of a zero fee service and no security patrols take place - of course some people will want security patrols on top which adds to the unknown for the burglar.

 

[Mr D]

A simple document with the sticker could possibly make it clear the sticker is a visual deterant alone and no security activity would take place but is available for an additional charge subject to contract?


I would contest a burlgar or indeed the police are not consumers. The sticker is clear what is it and if accompanied by the above document it would make it clear that the sticker is being provided as is as part of a zero fee service and no security patrols take place - of course some people will want security patrols on top which adds to the unknown for the burglar.

How is the burglar not a consumer?
Just because they aren't the ones paying you? They'd be the ones causing your services to be used!

 

[parkingandsecurity]

How is the burglar not a consumer?
Just because they aren't the ones paying you? They'd be the ones causing your services to be used!

Consumer - a person who purchases goods and services for personal use.
Im not saying that is the case merely questioning the stance?

 

[Mr D]

Consumer - a person who purchases goods and services for personal use.
Im not saying that is the case merely questioning the stance?

I'm going to lay off smileys in future.

 

[DavidWH]

A simple document with the sticker could possibly make it clear the sticker is a visual deterant alone and no security activity would take place but is available for an additional charge subject to contract?

Scenario 3)

You distribute stickers, don't provide a service, and the local scrotes rob a few places with your stickers in their windows.

Despite what people may think the local scrotes aren't completely brain dean, and
they soon realise that the stickers aren't a threat, and thus not a deterrent.

Then of course one of you paying customers has the same sticker, and they get robbed, because the stickers have become the local joke with the scrotes.

I remember someone asking one of our customers, an alarm installer, if they could have one of their alarm boxes, to act as a deterrent, the owner laughed and declined on the same basis as above.

 

[parkingandsecurity]

Scenario 3)

You distribute stickers, don't provide a service, and the local scrotes rob a few places with your stickers in their windows.

Despite what people may think the local scrotes aren't completely brain dean, and
they soon realise that the stickers aren't a threat, and thus not a deterrent.

Then of course one of you paying customers has the same sticker, and they get robbed, because the stickers have become the local joke with the scrotes.

I remember someone asking one of our customers, an alarm installer, if they could have one of their alarm boxes, to act as a deterrent, the owner laughed and declined on the same basis as above.

Seems a reasoned response. Not all the stickers would be dormant in the sense that some of the properties would of course have patrols.
It was just an idea to get the name out there a bit.

 

[Mr D]

Seems a reasoned response. Not all the stickers would be dormant in the sense that some of the properties would of course have patrols.
It was just an idea to get the name out there a bit.

Such a sticker with no backing is one of the things that can turn up when someone else does a security audit.

 

[parkingandsecurity]

Such a sticker with no backing is one of the things that can turn up when someone else does a security audit.

So give out free stickers with my competitors names on then go back in a few weeks and do a new audit on their property in my company name? I like your thinking .. though im joking about this obviously.

 

[DavidWH]

You're devaluing your service.

Why would I pay for your patrol, when I can just get a free sticker?

Why would I as a new customer pay for your service, if I happened to know someone who got robbed and they had your 'free' sticker, I like the burglar could only assume they had the patrol/dog/cctv?

Security audit's do work, we've a locksmith who provides them, that said he's some rather unique experience that gives him a USP.

 

[parkingandsecurity]

Why would I as a new customer pay for your service, if I happened to know someone who got robbed and they had your 'free' sticker, I like the burglar could only assume they had the patrol/dog/cctv?

That is a very valid point and one I didnt consider.

 

[Root 66 Woodshop]

A simple document with the sticker could possibly make it clear the sticker is a visual deterant alone and no security activity would take place but is available for an additional charge subject to contract?

Said "document" lost in transit as your sticker is in the window of a property that has been re-letted out...

it will happen... and you will get folk trying it on...

I would contest a burlgar or indeed the police are not consumers. The sticker is clear what is it and if accompanied by the above document it would make it clear that the sticker is being provided as is as part of a zero fee service and no security patrols take place - of course some people will want security patrols on top which adds to the unknown for the burglar.

The police can contact any company (as can anyone for that matter) without prejudice requesting a copy of their CCTV - a maximum charge or £10.00 is also applicable (even to the police)... however the point being, the Police wouldn't be aware of your "document" that would be left with the "consumer" however, they're not a "consumer" as you've given them out for free and are not using your services therefore have not purchased anything...

 

[Mr D]

So give out free stickers with my competitors names on then go back in a few weeks and do a new audit on their property in my company name? I like your thinking .. though im joking about this obviously.

Get someone else to give out the stickers. Not you.
Never done that technique myself but cannot see it failing.

 

[AlanJ1]

The police can contact any company (as can anyone for that matter) without prejudice requesting a copy of their CCTV - a maximum charge or £10.00 is also applicable (even to the police)... however the point being, the Police wouldn't be aware of your "document" that would be left with the "consumer" however, they're not a "consumer" as you've given them out for free and are not using your services therefore have not purchased anything...

Had a customer once tell us they asked the Police for the £10 and the Police got stroppy with them! Think he was just doing it to take the moral high ground.

 

[parkingandsecurity]

So moving on from the sticker idea which has its up's and downs (or may need revising) anyone else got any feedback on what would work to win them ?

 

[MBE2017]

So moving on from the sticker idea which has its up's and downs (or may need revising) anyone else got any feedback on what would work to win them ?

How about simply talking honestly to them?

 

[parkingandsecurity]

How about simply talking honestly to them?

Thats not an issue. The issue is getting to "them" to talk in the first place. Also keyholding is one of them things nobody knows they want or need. One big point for me is that Norfolk Constabulary will not attend a commercial property unless there is a confirmed break-in. That is if the alarm is sounding and Joe Bloggs calls they will not attend unless the caller can confirm a break in has taken place or is taking place. They do hold a keyholders register and charge £13 a year to be on that register where they will call the nominated person and then they attend to see if there is an issue and re-report if needed. People simply do not know this.

 

[Root 66 Woodshop]

The police don't need to attend a sounding alarm, mainly due to the amount of false alarms... but anyway... the only time the must respond is if someone is paying for police response which is paid directly to the police.

Anyone with a professionally fitted grade 2 (minimum) alarm system can have key-holder response. If you're looking to have a new alarm fitted, speak to an accredited installer about your options.

Police response alarms are typically required by contents insurance companies for properties with high value items such as banks, jewellers, museums, and residential properties with high value items.

Police response is only available on professionally monitored alarm systems, installed by a UKAS accredited electronic security systems company to EN 50131 standards.

Intruder alarm systems on police response will also require an annual maintenance contract, which includes 2 system inspections per year. With more advanced technology, one of these maintenance checks may be carried out remotely, offsite via remote access equipment.

Police response alarms are connected to an ARC in exactly the same way that key-holder response alarms are connected to an ARC.

The main difference is that properties alarmed with police response require a Unique Reference Number, more commonly referred to as a URN.

When an alarm is triggered at a property with a police response alarm, the ARC is notified in exactly the same way as a key-holder response alarm.

The ARC operator will contact the list of key-holders.

Only if the ARC receives a second alarm signal from the property, indicating that a second sensor has been tripped, thus confirming actual movement within the property, referred to as "confirmed alarm activation" will they inform the local county police force and activate a police response. The URN is then passed to the emergency services to provide exact details and location of the property.

Police response levels

*While the police are informed of the alarm activation the call will be prioritised against other emergency calls and unfortunately, due to most police constabularies being under resourced, a fast response is not always guaranteed.

In fact, if there are 3 levels of police response to intruder alarm systems:

• Level 1: Immediate Response.
  Once installed and commissioned, a police response intruder alarm system will receive an immediate police response.
• Level 2: Police attendance, resources permitting.
  If a police response alarm has more than 2 false alarms within a rolling 12 months period the response is downgraded to level 2, meaning the police will attend but response is not immediate.
  Only implemented in Scotland. Police constabularies in England, Wales and Northern Ireland no longer implement a level 2 response, instead they will downgrade immediately to level 3 if they are called to 3 false alarms within a rolling 12 month period.
• Level 3: No police attendance, unless visual confirmation.
  Alarms downgraded to level 3 have no police response unless someone witnesses a crime/burglary in progress. Level 3 systems can regain a Level 1 response but only after a 3 month period free from false alarm call-outs.

Note: Be sure to inform your insurance company if your intruder alarm system is downgraded.
Although this will probably mean you'll have to pay a premium until you get re-instated to level 1 - at least you won't run the risk of voiding your insurance policy.

These response levels are set by the Association of Chief Police Officers (ACPO) in England, Wales and Northern Ireland. A full copy of the ACPO Design Document is available for download here.

How to apply for a URN
It is usually the job of the alarm installation company to apply for the URN on your behalf. The URN fee for intruder alarms is £43.49 plus VAT (£52.19) and usually takes around 10 working days to be processed.

Both NSI and SSIAB are UKAS accredited and therefore alarm companies belonging to either of these governing bodies can apply for a URN on your behalf.

How much does police response cost?

On top of a one-off charge for your URN, a police monitored alarm will likely cost somewhere between £250 and £350 per year. You may pay slightly more if an annual maintenance contract is included in your annual payment.

https://securityalarms.co.uk/response/

 

[Mr D]

Thats not an issue. The issue is getting to "them" to talk in the first place. Also keyholding is one of them things nobody knows they want or need. One big point for me is that Norfolk Constabulary will not attend a commercial property unless there is a confirmed break-in. That is if the alarm is sounding and Joe Bloggs calls they will not attend unless the caller can confirm a break in has taken place or is taking place. They do hold a keyholders register and charge £13 a year to be on that register where they will call the nominated person and then they attend to see if there is an issue and re-report if needed. People simply do not know this.

Have attended a few times where a callout was made. Usually early hours of the morning and almost always from some minor problem rather than a break in.
Cleaner leaving door unlocked, never a callout at 6.30pm, always closer to 3am. Window left open, error on alarm panel, rodent tripping sensor (rat escaped its cage) and such things.
A couple of times police were there before me and had to wait for building to be opened by police and cleared by dog before resetting things and locking up.

Didn't get paid extra for callouts, my employer at the time had learnt its lesson about the person locking up being the person getting paid for callouts....

 

[Gecko001]

Handing out security stickers saying that the property has 24 hour protection and then not providing that 24 protection will surely come to the attention of the established security firms who do actually provide a 24 hour protection service.

 

[fisicx]

Thats not an issue. The issue is getting to "them" to talk in the first place.

How visible are you?

Are your vans always on patrol? do you have big signs up outside the premises you look after? Do you publish adverts in the local magazines?

Have you considered putting together security information packs and sending them to every local business, farm, trading estate, agents and management companies? Do you attend networking events or visited the local chamber of commerce?

There a loads of things you can do to make yourself known. Once people recognise your expertise they will pick up the phone.

 

[Root 66 Woodshop]

With all due respect, I've had a look at your website... you don't appear to have the correct accreditation for key holding... how on earth are you getting work?

If you do have the correct accreditation's show it on your website! This in itself will bring in more work.

How the local constabulary can charge £13.00 per year is beyond me too... I doubt they'll have the correct accreditation either TBH.

 

[fisicx]

I've looked at your site as well. Post in the Website Review forum and we can point out the gazillion things that need sorting if you want to attract new business.

And a mail box for your address? That's not a serious business.

 

[parkingandsecurity]

Handing out security stickers saying that the property has 24 hour protection and then not providing that 24 protection will surely come to the attention of the established security firms who do actually provide a 24 hour protection service.

I DO provide this service if people want it.

 

[parkingandsecurity]

And a mail box for your address? That's not a serious business.

The parking side of the business is obviously contentious and im not keen on posting my home address all over the internet in such a blatant place. I also dont want people turning up at my house to talk about parking tickets.

 

[parkingandsecurity]

With all due respect, I've had a look at your website... you don't appear to have the correct accreditation for key holding... how on earth are you getting work?

If you do have the correct accreditation's show it on your website! This in itself will bring in more work.

How the local constabulary can charge £13.00 per year is beyond me too... I doubt they'll have the correct accreditation either TBH.

https://www.norfolk.police.uk/sites/norfolk/files/page/downloads/keyholderregisterbrochure.pdf - They actually charge £25+vat.

By accreditation you mean a valid SIA license which would cover the licensable activity? I have 2 (CCTV PSS and DS). Other than this im unsure what accreditation you are directly refering to. We are also in the process of applying for ACS status with the SIA though this is not a requirement.

 

[Mr D]

The parking side of the business is obviously contentious and im not keen on posting my home address all over the internet in such a blatant place. I also dont want people turning up at my house to talk about parking tickets.

Never mind about not being taken seriously by businesses.

 

[parkingandsecurity]

If people are so naive as to judge a business by its postal address then that's something I don't have any influence over. Its rather common in the parking industry to have a postal address and even some of the larger companies with their own buildings have a similar setup.

 

[fisicx]

If people are so naive as to judge a business by its postal address then that's something I don't have any influence over.

People check. Especially for someone providing security services. I bet you have lost out on a load of business because of people googling your address. It's the first thing my wife does before contacting anyone.

At the very least you could get a shared office with an insurance broker, execsec, a lettings agent or similar.

 

[Root 66 Woodshop]

https://www.norfolk.police.uk/sites/norfolk/files/page/downloads/keyholderregisterbrochure.pdf - They actually charge £25+vat.

By accreditation you mean a valid SIA license which would cover the licensable activity? I have 2 (CCTV PSS and DS). Other than this im unsure what accreditation you are directly refering to. We are also in the process of applying for ACS status with the SIA though this is not a requirement.

If you have all the accreditation with the SIA why are you not shouting about it?

This is by far one of your major downfalls on your website... tell your clients exactly what they're money is buying from you... sell the business not the product!!

Security is by far one of the most important things in life for anyone or any business... people will want to know whether you're a "proper" security firm and not one of these flyby in the night crackpot schemes...

Shout about your accreditation's you've earned the right to do so!!

Put it this way... The company that I work for is an MLA Approved Locksmiths - every page on our website has the MLA logo... we're also a UKLA member... every page states this.

I have people ringing me asking me to do X we're booked out for the next 2-3 weeks, we can't take on any more work... this is how our website works for us.

Likewise, our sister company is an SSAIB Approved installer of Access Control, CCTV, Alarms... BAIF for fire alarms, we're ISO9001 compliant... they're a part of the FIA... We don't need to ring around for our business... people come to us... Because of all of our accreditation's.