Ours is a profession that lives in the shadows. We are seldom seen, but for those in the know, our presence is felt.
This is not so much by the overt actions we take in close proximity to the Protectee, but by the intentional maneuvering of chess pieces behind the scenes, in the form of risk analysis, advance-work and logistics. With the exception of very high profile, or high threat assignments, our default state could be described in many cases as, invisible. This mindset has successfully shepherded many throughout the profession, being passed on from generation to generation to the benifit of the craft.
However, what many struggle with is balancing that ethos with the need to make yourself known or stand out in a crowd. While this is not as much a challenge to protectors with established long-term employment, with newcomers the circumstances change dramatically. If no one knows who you are, how would they know to hire you? Oftentimes those new in the industry have trouble distinguishing themselves from the pact. In a highly competitive field such as Close Protection, even a prior career in military or law enforcement is not enough. It’s at that point they look to see what others are doing, to various degrees of both success and disillusionment.
Making yourself known comes down to two essential things, networking and marketing. It’s the implementation of those things that many fall short of, or overshoot their intended target. One of the first recommendations I could make to someone asking me how to get into the field is not only get you some industry specific training in Executive Protection, but also take a general course on marketing, and see how you can apply it to our profession.
I tell people you can have the best burger shop in town, but if no one knows you are there, they will go to McDonald’s every time they are hungry. Not because McDonald’s has better burgers, but because everyone knows their name. By that same token, McDonald’s slogan is “billions & billions served,” and your burger shop doesn’t need billions because you don’t have the same amount of expenses and overhead. You don’t have to compete with a fast food giant, you could instead develop a niche of having an amazing food with specular customer service.
You leave a positive impression in the minds of your customers and employees, and word will spread. Put your attention on your core audience (Hiring Managers, Detail Leaders, Potential Clients) and you will don’t need quantity, you’ll have quality. So since we know you aren’t aiming (at least right out of the gate) to be the biggest burger franchise in the word, then you need to next work on your messaging, and how to tailor that message to you audience.
This takes us back to the shadows, since ours is a profession operating in the background, many think they can’t talk about themselves or their attributes. Historically we have been so “cloak and dagger,” that promotion, particularly, Self-promotion is frowned on. While this is correct in some spaces, there is a way to do it without violating client confidentiality, operational security, or just coming off as a showboat.
On the other extreme, some go overboard and think the key to getting known is to highlight who they have worked for. Other businesses, from law firms to science labs, secure more business by nature of their client list and who they have worked for in the past, however, there is a right way and a wrong way to do it. It’s the exploitation of the client that gets frowned upon because it’s a slippery slope that makes decision makers question your adherence to privacy and confidentiality. It also can create unnecessary exposure for clients if you don’t have the correct permissions in place.
The solution is to find the sweet spot somewhere in between. Figure out how to get your message into the universe in a manner that is consistent with industry best practices. Be tailored in your approach and don’t forget that you are “selling” yourself not any clients you have worked with past and present. Avoid the social media pitfalls, and even if you see others doing things that would be considered contradictory to those confidentiality issues, just know the traction they “look” like there are getting and the reality can be vastly different.
If you have the skill, initiative and assertiveness you can make it in this business. Some can get in and achieve almost fully under the radar, but in 2021 those are exceptions to the rule. For others, the strategy has to be creating a solid game plan and working towards your goals with a eye towards distinguishing yourself as an asset in both words and actions.
Keeping Your Edge: Raising Your Profile
By Elijah Shaw
Elijah Shaw is the National Director of the North American Bodyguard Association and the CEO of ICON Global, and International Executive Protection Consulting Firm. Elijah, who has been featured in international publications such as Inc. Magazine, Entrepreneur, and Portfolio, runs the ICON Academy, an EP Training Program specializing in Celebrity & VIP Protection. He also currently sits on the Board of Directors of Executive Security International (ESI), the United States oldest Executive Protection Training School. His book, An Introduction to Executive Protection & Touring: A Guide to Mastering the Business of VIP Security, hit the Amazon best sellers list, and is available now worldwide.
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