450 SECURITY SUPERVISION AND MANAGEMENT
There is no set method for marketing the identified services; however, the supervisor
must be aware of costs and what the competition is like. The final presentation to the client
should be
1. Clear
2. Well prepared
3. Customer oriented
4. Confident in approach and presentation
5. Organized with total quality service in mind and nothing should be left to chance
Summary
Services’ marketing provides that competitive edge for many a company. The effectiveness of
it is dependent on companies recognizing the differences between the marketing activity and
the process to achieve it. The security supervisor’s continuous contact with the customer and
reaction to research, planning, selling, advertising, and interfacing with the entire security
organization, regarding customer needs and requests, will cause a cross-fertilization of activi-
ties to emerge. This will further serve to enhance a total quality service package depending on
whether the security company has a total quality management system.
The supervisor must also be aware that in striving to market his security services, the
training and development of staff is essential. It must not be thought that higher quality means
higher cost, for it is more of building quality into services, preventing failures from occur-
ring and eliminating financial waste. Personnel are the key to your quality service becoming
a success.
Services will emerge through the provision of quality service. In striving to provide a
“top-notch” service to client/customer, communicate as you never have before, involve man-
agement in leading roles, measure for success, train like crazy, and give recognition where it
is deserved.
Services will emerge through the provision of quality service and reliability. The entire
company has to become involved in providing that “top-notch” security service.
The Ten Commandments of Marketing
I. A positive image is always reflected in the bottom line.
II. Target markets must be identified in terms of customer profiles (demographics,
buying motives, and buying patterns).
III. Quality is defined by the customer, not by the producer.
IV. Pricing must be determined in terms of costs and market conditions in order to be
attractive to the customer.
V. “People only buy something after they hear about it 3 times.”
VI. Negative customer service is the most powerful advertising tool.
VII. Visualization of the product or service via charts, graphs, etc. is important to
influencing buying decisions as is documentation where facts and figures are offered
as evidence of product/service worthiness.
VIII. Association of the product or service with something noteworthy or appealing to the
target market helps to sell it.
IX. Physical representation via logo or trademark helps establish a product/service
identity.
X. Market development—the exploration of new markets—should occur in order to
keep the product/service in demand.
Bibliography
J. Bateson (1984). Managing Services Marketing. Dryden, Chicago: Text and Readings.,
D. Cowell. (1984). The Marketing of Services. London: Heinemann.

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