How to “speak security” in your sales proposals

No matter who you're sending a proposal to, it's essential to convince the prospect that you know them. Tell them who they are. Tell them you understand the specific challenges they face—every industry has their own—so that, when you offer a solution, they will know you know what you're talking about.

Globally, the security industry is huge, bringing in about $100 billion annually. It’s a highly competitive and fast-moving space, which means business closes often and often quickly. If your proposal is slow in getting there, or doesn’t demonstrate that you understand the language of security, you’ll miss out.

Here are two challenges to keep in mind as you write proposals for the security industry.

security company proposal language

1. Digital security has its own language

Do you speak cyber? The business opportunities in digital security are nearly endless because threats to digital security are nearly endless–bots, malware, viruses, and more. You need to ensure your proposal addresses the specific digital security needs of your prospect. Are they looking to secure their workstations? Address passwords, spam filters, and more. Are they concerned about data theft or appropriation? Address bots, malware, and hackers. McAfee has estimated that the average Internet user has more than $37,000 in unprotected assets—with billions of people online, that’s a lot at stake. Ensure your proposal presents both the immediate and long-term value of your digital security offering in protecting your prospect’s assets.

security company proposal margins

2. Security businesses often have low profit margins

There may be a lot of opportunity in security, which means a lot of competition, and that can often mean there’s not a lot of margin. A crowded field makes it hard for many clients to distinguish quality, and can further commoditization. Regardless, there are opportunities for you to set yourself apart when targeting the security industry.

First, since you know security companies are looking for ways to distinguish themselves among a crowded field, your proposal should show them how you can help them do so. Forewarned is forearmed, as it were. You’re not just trying to win their business--you’re showing them how choosing you helps them win more business.

Second, the increased competition means security companies are always looking for a new edge—increased efficiency, greater speed, lower cost. In your proposal, be sure to show the the prospect that you can help them offer their service for less, and that you can and will work at the speed of their business.

Keep these challenges in mind and you can help bring increased security to the industry that keeps us secure.