How to Increase Fire and Security Sales (Without Just Generating More Leads)

Most Fire & Security company directors think they have a lead problem. It may be they feel the phone’s not ringing as often. There are fewer emails in the inbox. Contact form enquiries have dropped off. Or maybe it just feels quieter than it used to. Often, there’s no real tracking in place – just a gut feeling that something’s changed.

Sometimes that gut feeling is just that – a feeling. The numbers haven’t really changed. But when the accountant presents the annual profit and loss, the profits aren’t what they were.

Or maybe they’ve reached the point where growth feels necessary – especially if they want the option to sell the business one day. But they know the current flow of word-of-mouth leads will only ever sustain things as they are.

But here’s what we see time and time again: it’s not a lead problem. It’s a conversion problem.

You don’t need more people enquiring. You need a better way of turning enquiries into Fire and Security sales.

And if that sounds familiar, this post is for you.

What “Fire & Security Sales” Means (and Doesn’t)

Let’s get clear on language. When we talk about helping with Fire & Security sales, we don’t mean:

Hiring sales reps

Cold-calling

Outsourcing to call centres

Battering your project managers or admin staff with sales quotas

We mean helping Fire and Security companies improve their internal sales processes. That includes:

• Responding to leads quickly and consistently
• Following up quotes effectively
• Using tools and scripts your team will actually stick to

Because most teams aren’t natural salespeople – and they shouldn’t have to be.

We’re not here to turn your team into closers. But if they’re just taking calls and sending quotes without follow-up, they’re acting like order takers – not sales enablers.

And that’s the gap we help you close.

It’s not about selling harder. It’s about fixing the moments where good leads quietly slip away.

That shift – from taking orders to managing follow-up properly – is what separates the good guys in the Fire & Security industry from the ones who stay stuck at the same turnover and Fire and Security sales margins.

Why More Leads Doesn’t Equal More Fire & Security Sales

We’ve seen it too often: a business spends thousands on ads, SEO or outsourced marketing to drive traffic or generate introductions… only for the lead to land in someone’s inbox and quietly die there.

We wrote more about this kind of flawed strategy in our post on how not to rely on Twitter and vague digital marketing plans.

Quotes are sent out. Then silence.

Teams say things like:

• “We followed up, but they didn’t reply.”
• “I sent them an email. Nothing back.”
• “I didn’t want to be a pest.”

But here’s the thing: one email isn’t a follow-up. It’s a gesture. Real follow-up takes more – and we’ll get to that soon.

It’s costing you serious money.

The 3 Biggest Fire and Security Sales Bottlenecks We See

1. Slow (or no) first response: Most cold enquiries don’t just go to you – they go to two or three local Fire & Security companies. And whoever gets back first is most likely to get into pole position to win. If you’re not calling them quickly, someone else will get there first.
2. Weak quote follow-up: If your quote is still sitting in their inbox a week later with no follow-up, they’ve probably moved on.
3. Staff who avoid the sales bit: Your team means well, but they’re scared of being pushy. They’re not sure what to say beyond a vague ‘just checking in’… so they play it safe. And the lead disappears.

These aren’t personality problems. They’re process gaps. And they’re fixable.

What High-Performing Fire & Security Sales Teams Do Differently

The sales process for a well-known national Fire & Security firm means they follow up 15 times over two weeks… or until the customer tells them to go away.

They call 95% of leads within five minutes. 80% within one. That speed means they’re reaching people at exactly the right time – when the customer is ready to buy.

They don’t leave it to chance. They don’t assume a single call will do it. That’s why they’re famous for closing a lot of Fire & Security sales.

You don’t need to be that extreme – especially if it makes you feel uncomfortable. But you do need more than one polite follow-up.

As John Paul Mendocha (aka Dr Speedselling) puts it:

“Everyone wants to sell but no one wants to be a closer.”

That hesitation – not wanting to be a pest, not wanting to push – is exactly why most follow-up fails.

But if you want more Fire & Security sales, you can’t avoid the close.

Why Sales Fixes Alone Don’t Work (and What Lolly Does Instead)

Fixing follow-up in isolation won’t get you results – at least not the kind that grow Fire and Security sales. Not if your messaging is vague. Not if you’re attracting the wrong kind of leads. And definitely not if your team isn’t equipped to respond with confidence.

We’re not here to sell your kit for you. We’re not giving you a boilerplate CRM and walking away. And we’re definitely not outsourcing your leads to a cold-call centre.

We work with your team to build a system that fits how you actually work. One that’s:

• Easy to use
• Easy to follow
• Built to close better-fit leads

Because fixing sales without fixing your marketing is like patching a leaky bucket. We help you do both – properly.

How to Start Increasing Fire and Security Sales (the Right Way)

If your instinct is to throw more money at lead gen, slow down.

It’s not just about generating more leads – it’s about generating better ones. Because poor-quality enquiries don’t just fail to convert. They waste time, drain your team’s energy and flood your system with noise.

First, fix the follow-up.

That means:

• Finding the gaps in your current system
• Understanding who you really want to work with (and what they need to hear)
• Giving your team the tools to follow up with confidence

That’s exactly what our Growth Plan delivers. And it’s the foundation behind everything on our sales support page:

Convert Fire and Security Leads Into Sales →

Want a Sales System That Actually Works?

You don’t need to become a salesperson. You don’t need a whole new team. But if you’re serious about winning more of the leads you already have – without nagging or guessing – then it’s time to act.

We’ll help you build a simple, consistent system your team will actually use. One that gets enquiries answered, quotes followed up and more jobs over the line.

Ready to turn more of your Fire & Security leads into real work?
See how it works →