Hello security and alarm professionals,
Focus is the new growth hack. It’s the fastest way to turn scattered marketing and inconsistent sales into predictable, repeatable, and recurring revenue.
Below, I talk about choosing a lane and staying in it.
In today’s issue:
Want Free Ad Spend?
Ramp up your marketing plan with a deal that doesn’t come around often.
Sign with Service Scalers before December 31, and they’ll cover up to $5,000 in ad spend to kickstart your growth.
That includes:
PPC
Local Service Ads
Facebook Ads
They handle setup, management, and strategy so you can focus on running the jobs.
How to Avoid the Design and Quoting Nightmare
In this episode, we talk about the bottleneck that strangles growing security and life safety companies: design and quoting. If you want proposals out in 24 to 72 hours, tighter scopes, and clean handoffs to ops, this episode gives you the people, process, and tech to do it.
Louvre Heist Exposes Gaps in AI Surveillance
The $100 million Louvre robbery exposed a simple truth. Traditional cameras record events. They don’t prevent them.
In seven minutes, thieves bypassed outdated systems, blind spots and limited monitoring, proving that human-dependent surveillance can’t keep up with modern threats.
Key failures revealed by the heist:
Seventy-five percent of the Richelieu wing had no active CCTV coverage
Outdoor cameras near the entry point were facing the wrong direction
Operators relied on real-time human monitoring with no intelligent alerts
No system flagged the lift, power tools or abnormal behavior in advance
AI-enabled surveillance flips the model. Instead of watching everything, AI learns normal patterns, detects anomalies and alerts teams in real time. For museums, malls and other high-traffic spaces, this means fewer missed signals, faster responses and more efficient staffing.
The Louvre heist was a reminder. Security isn’t about more cameras. It’s about smarter systems that give operators the awareness to act before a threat becomes irreversible.
The Power of Choosing a Lane
The overview: If your business is hard to find, it is hard to grow. Operators who choose a niche, build messaging around one clear ICP, and run a defined lead and sales process stop being the “best-kept secret” in their market. Focus turns your marketing into momentum.
The details: Many contractors try to market to everyone. They cast a wide net, hope something sticks, and end up chasing leads that were never a fit. Their website is generic, their ads are broad, and every outbound message sounds the same. That approach creates long sales cycles, low close rates, and a pipeline full of dead ends.
The fix starts with choosing a lane. When you narrow your focus to a few verticals you already win in, you stop guessing and start speaking directly to the buyers who actually care about what you do. That is where defining your ICP, including role, industry, location, and real pain points, changes everything. Instead of generic messaging, you build marketing that mirrors their day, their frustrations, and their priorities.
Social proof reinforces that focus. Not long case studies no one reads, but quick “customer snapshots” that show real texts and emails praising your service. A screenshot saying “Your tech saved us today” has more impact than a glossy testimonial paragraph. Those small pieces of proof create trust instantly with prospects inside your chosen niche.
Process is the other half. You separate your lead process from your sales process so you stop working every inquiry the same way. Leads move through simple stages, such as new, contact attempted, contact made, qualified, nurture, or disqualified, so your team only invests time where it matters. Qualified leads become opportunities, and opportunities follow a structured series of steps including discovery, site walk, demo, pricing presentation, and close.
Each step has a purpose. Discovery uncovers budget and urgency. The site walk gets you multi-threaded. The demo brings more stakeholders into the room. Pricing is presented live, not emailed, to control the narrative and prevent ghosting. The structure gives your team confidence and gives your prospects clarity.
When you combine niche positioning with intentional process, you stop being invisible. Your marketing attracts the right people. Your sales team closes more with less effort. And your pipeline fills with buyers who already understand what makes you different.
How to start:
Pick one or two niches you already perform well in, where you have wins, strong margins, and operational confidence.
Describe your ICP in detail, including job title, industry, responsibilities, pain points, and what “good” looks like to them.
Interview two or three champion customers (those who are fans of your customer experience) in that ICP to confirm what they value and how they talk about it.
Gather quick social proof. Ask for short emails or screenshot recent praise. Use these snapshots everywhere.
Build a prospect list of 25 accounts that match your ICP and use your value points to tailor outreach.
Separate your lead process and sales process. Define clear stages and make your team follow each one every time.
Why it matters: Niching down is not about narrowing opportunity. It is about multiplying it. When you target the right buyers and follow a repeatable process, your brand gains visibility, your team stops wasting time, and your close rate climbs. Focused marketing turns into predictable growth, and it is the first step toward building a business buyers actually want.
Choose a lane. Stay in your lane. Win.
Disclosure: Some of the content and links in this newsletter are sponsored or affiliate links, which means we may receive payment or earn a commission if you click through or purchase. However, all opinions expressed are entirely my own.
📺️ Watch (listen) Entry & Exit podcast episodes on YouTube
📰 Subscribe to the JackQuisitions newsletter here
📰 Subscribe to the Owned and Operated newsletter here
📧 Share our newsletter with a friend