In the security industry, relationships drive business. The most successful security company owners are those who consistently put themselves in front of potential clients, partners, and industry peers. But networking effectively requires strategy, not just attendance.
Where to Network
Focus your time on events where your potential clients gather, not just industry peers. Facilities management conferences and exhibitions, property management networking events, local chambers of commerce, business parks and industrial estate management groups, and construction industry events are all rich sources of security service buyers.
Industry events like the Security & Policing show and IFSEC have their place for learning and supplier relationships, but they’re less effective for finding new clients because you’re surrounded by competitors rather than prospects.
The Approach
Effective networking is about building genuine relationships, not selling. Ask questions about other people’s businesses and challenges. Listen more than you talk. Share insights and helpful information freely. When someone has a security need, they’ll remember the knowledgeable professional who was genuinely interested in their business, not the person who thrust a business card at them while reciting their service list.
Follow-Up Is Everything
The value of networking is in the follow-up, not the event itself. Connect on LinkedIn within 24 hours with a personalised message referencing your conversation. Send a relevant article or resource that relates to something they mentioned. Schedule a coffee meeting to continue the conversation in a more focused setting.
Most people attend networking events, collect cards, and do nothing. Simply following up consistently puts you ahead of 90% of attendees.
Build a Referral Network
Cultivate relationships with businesses that serve the same clients but don’t compete with you: alarm installers, CCTV companies, locksmiths, fire safety consultants, and cleaning companies. These businesses hear about security needs before you do and can refer clients to you if the relationship is strong. Reciprocate by referring your clients to them when the need arises.
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