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as a security agency in today's very competitive security guard industry of more than 14 000 agencies developing a good lead generating program is essential because your prospects are less likely to take your calls now more than ever in order to generate enough leads to fill your sales funnel it may be necessary to outsource your lead generation to a company that specializes in that function when choosing a lead generation company for your security agency here are some criteria that your chosen firm should meet number one the firm should assign one representative to make your calls using just one representative allows that rep to establish a level of familiarity and comfort when talking about your business number two the firm should assign a representative that is polished and articulate this helps ensure that your company is being represented in the most professional manner possible number three the firm should allow you to interview your designated caller because you are trusting this rep with your brand you should approve them prior to any calls to ensure that they are a good fit for your company's brand number four the firm should be able to record calls for quality control you should be able to periodically listen to random recordings of the reps calls number five the firm should have clients from the industry this criterion helps ensure that the agency understands and is comfortable speaking with your prospects if they don't have security agency clients clients who service similar prospects will suffice number six the firm should provide you with metrics in order to gauge the firm's performance and make adjustments to the campaign you will need a consistent set of metrics delivered to you regularly once you have selected a firm one of the most asked questions is how should the rep represent themselves to your prospects in order to provide a seamless transition of prospects from the firm to your agency we suggest having the rep call as a member of your marketing department the second most asked question in my experience is what should the reps goals be when they make calls because the rep would not be able to convey your company's differentiators as well as someone from your agency the representative's goals should not be to sell your company instead the reps goals should be number one confirm that security guards are used on the prospect's property number two determine who is responsible for the prospect's contract and get that person's name and email address number three confirm the dates that the contract ends number four determine who the current vendor is once the rep has gathered this information a business development manager from your security agency can now make contact as appropriate in cases where the representative reaches a prospect that would like more details about your security agency the representative should transfer them to someone in your business development department in most cases using a lead generating company will be less expensive than having your business development managers making cold calls in fact using a lead generating firm to make your cold calls allows your business development professionals to spend their time making appointments with warm leads and closing more deals you