Bodyguard to the Stars

From Marshall Dermer

Next you will tell us that your
parents were born in Romania! :-)

From Ron Jobson, Pasadena, CA

Hi Dana,

You can boost profits by concentrating on going after your most profitable client types, i.e., executive and wealthy families. That's where your best margins are.
You need to understand exactly what your clients' buying criteria is for security services and position your firm as the best and obvious choice. This can be done by "building a case of evidence" for your firm with a qualified and quantified strategic message.

Generally, it costs about the same amount of time and money to acquire a client within any industry regardless
of their average contract value – so focus on the ones with the greatest possible LCV and PPT (life time customer value and profit per transaction).

Additionally, Picore can boost profits by offering clients additional services, after the initial sale. As much as 20% of new clients will buy up-sell services
or premium services once they engage a provider.

There are a number of ways you can market you firm.

One very powerful way would be for you to write tip or advice based articles on security issues and place them in publications and other locations that her best buyers see and read. Also, you should pursue every opportunity to speak on the subject and educate your audience on
"things they should be aware of" when it comes to doing security right and what to look for when a hiring a security firm. Both of these strategies will continue to position you as an "expert" and enhance
the "trust" position buyers/clients are needing to feel in order to decide on a service provider.

Also, since your most profitable client types (wealthy families and executives) are known and defined,
Picore can pursue direct marketing strategies. If you can offer free information that educates them
as to the relevant issues and "pull back the curtain" on security issues and trends, it can lower
the risk for prospective clients to take a first step towards Picore and further position you as an expert. Good luck!

Committed to the Entrepreneurs' Success,

Ron Jobson
President, ForSight Marketing
http://www.forsightmarketing.com

From Joe, Gilroy, Ca

Dana, I think you will grow larger once you think larger. Do yourself a favor and stop using terms as "Guard" or "Bodyguard". Also the rediculous photos with every one dressed in black and carrying guns was great in 1988. But its 2007 and people need security professionals with intelligence and skill. Both "Guard" & "Bodyguard" have negative stigmas and are archaic. The proper term is security officer or executive protection.

You can only grow by retaining your existing clients and aquiring new ones. To obtain new accounts you have to build relationships. Stop looking for the fast buck always starting and ending gigs. People like working with people who are energetic and positive. Seek large, long term accounts. Also if you agree to pay an employee on the 1st and 15th, keep your agreement.

Finally, You seem to have more regard for your officers than your clients. You need to realize who pays the bills. Manage your staff through training and leadership. Adhere to the 14 leaderships traits ( JJ DID TIE BUCKLE) and invest in some formal interviewing training. And the next time you want to terminate an employee, simply call a meeting and terminate that employee; dont break in someones garage and reposess thier company vehicle in the middle of the night like a kid. On a positive the website is Great.

From Les Rubenovitch, Toronto, Ontario

Dana, you got some great advice and it sounds like you are already implementing – this is great.

I think that while you are preparing these broad based efforts to attract new clients, you should also focus your efforts on the higher margin opportunities – where you really should grow your business.

Why not leverage the Academy Awards experience and tailor a follow up campaign targeting the people to whom you provided your services. Unfortunately this is a little later than your follow up should have been, but it is never too late. In addition, why not proactively develop a series of low cost but creative mailings to this specific group (the Hollywood crowd). Once you get in, this is a close community that will endorse you, enabling you to provide your services to a large group of wealthy, high profile clients that can afford the higher margins you want to attract.

I'd also encourage you to identify other similar groups or networks of people that can afford the premium prices that you deserve. Examples might be families of foreign dignitaries (think Washington or other political centers), guests and/or families at the most exclusive hotels (you could be a service that they offer), or marinas that cater to a more exclusive crowd may be interested in providing a wider range of services, such as yours (there are concerns of increasing piracy, etc.)

Dana, focusing your business development efforts is critical, so that you attract the right clients. You must clearly define WHO they are and then specifically tailor your message to appeal directly to their interests and needs, based on your unique and different offering.
Hope this helps!

Les Rubenovitch
President
Winning Edge Consultants Inc.
http://www.wecinc.ca

From MoJo Jo Jo, Berlin, Germany

Regarding "jacov fauster-el salvador : October 15, 2008 4:14 pm"

1) Doubtful (read that imposible) that you provided ANY security for Israeli goverment leadership. It is wide known (outside of your mind) that Israel has a world class security service that provides security for their leaders. Perhpas you could do a little research prior to making such claims? Just a suggestion.

2)Based on your non-existent command of the English language… it is doubtful at best (read that impossible) that you have any knowledge of Hebrew (But i could be wrong…but I'm not) :)

3) Perhaps you might want to study some foreign languages if you want to suggest that you are a viable security service to those residing in other countries.

Other than that…have a great day. :)

From Yanik Silver, Potomac, MD, Founder, MaverickBusinessAdventures.com

I think Dana is missing a huge overlooked profit center.

She's great at training and should be conducting certification courses for people who want to be body guards for executives and highly affluent people.

This has a much higher margin than what she is currently doing.
There are a good number of people who would love to become a highly
sought after and highly paid personal security professional.

One of my clients does this for fitness professionals and then helps
them with business development and marketing. It becomes a complete business resource.

She could become the defacto certifying body for personal security professionals and each one would be required to come back each year for re-certification/updates. Thus, a built-in recurring revenue stream.

From Joe J, Los Angeles, CA

Like any business you need to differentiate. You are either better, less expensive, or more available. You don't have to be all three all the time, but you better be always at least one and hopefully two. Perceived value is key, not cheap.
This business should put a face on executive protection and run with it until they are THE name for this service because that's where the profit and future is.

From Brian, Grapevine, TX

This story just goes to show America that local law enforcement is a joke for the most part. Too bad we must now pay a premium for a service we are already paying for with tax dollars. I do not advocate using a firm like this for added security. People should instead purchase a gun and learn how to use it.

From jacov fauster-el salvador

hay,i am in the security business,many years.i worked with thre prime ministers in israel,as encarged of the bodygards.i am the ceo of universal security group,in el salvador ca.i am specialiazed,in training for bodyguards.i will be more than happy to share my experience.