If you are relatively new, or have been in the profession for some time; whether you are a sole practitioner looking for the next job; a security provider looking for the next customer or client; or a trainer looking for the next student…
YOU OR YOUR COMPANY ARE A BUSINESS!
And, as a business, you operate within a Business Model. Your future in the profession is governed by your Business Model. Noted business author Peter Drucker defines a Business Model as the answer to these questions: Who is your customer, what does the customer/client value, and how do you deliver value at an appropriate cost? It does not get more complicated than that.
This is also true of the corporate community, although we (ISDA) expect that our corporate members are well aware of Drucker’s Model.
Also of major importance: there is a difference between a client and customer – not good, not bad – just different. In general, the difference between a customer and a client is: with a client, a proactive, ongoing business relationship is formed this is not necessarily true with a customer.
A customer implies a short-term and primarily economic, relationship. Customers buy your service or training, and the relationship ends at the end of the delivery of that service or training.
Clients aren’t only buying training or service, they also buy your advice and solutions, personalized to their particular needs. The end of the initial delivery is the beginning of a long-term relationship.
We suggest you sit with pen in hand and write your Business Model – DO NOT allow a training provider to the set the foundation for your Model.
Who is your customer? If you are new to the profession, that question would be, “What sector of the protection market will I concentrate on?” We recommended reading Chuck Randolph’s article on the Five Slices of the Protection Business.
What does the customer/client value? Devote time to learning the answer to this question. Research EP Job listings; examine what the market wants. We suggest looking at this video on finding job listings; once the listing is found, examine the listing of skills required.
How do you deliver value at an appropriate cost? This may be the hardest question to answer, but invest the time and get the answer. Do not subscribe to the Social Media theory that clients will not pay for exceptional service.
This post is brought to you from the International Security Driver Association (ISDA) Membership. ISDA is an association comprised of protection professionals, who represent all slices of the profession, Corporate, High Net Worth, Private Security, Entertainment, Government and Law Enforcement from all parts of the globe.
The members share their knowledge and experience for the education and benefit of the membership and the Protective Services Community.
The website is an essential resource for anyone at any stage of your EP career. Whether you are exploring a career in executive protection, new to the profession, honing your expertise, or an established security executive, ISDA offers its Members benchmark educational, networking, and marketing programs, as well as access to the ISDA Knowledge Center. The Center is the gateway to the industry’s most extensive collection of educational information and resources for the Protection Professional.
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