Struggling to Convert Fire & Security Leads Into Sales?
You’re not the only Fire & Security boss thinking:
"We’re getting loads of enquiries… but barely any are turning into jobs."
We see it all the time. The quotes pile up. Follow-ups get missed.
Thousands of pounds in potential work just... fades away.
The leads aren’t the problem.
The sales process is.
Whether you’re using spreadsheets or just crossing your fingers, we’ll help you
fix the follow-up and increase your lead-to-sale conversion rate.
I’m an accredited Installer or Consultant
I want more commercial clients & maintenance contracts
I sell my products to Installers
I'm a SaaS or
Manufacturer or Distributor
I run an ACS Guarding company
I want to protect more sites with mobile patrols and static guards
A lot of new customers…
Good genuine enquiries coming in at a steady pace… it’s really nice!
We’ve got a lot more customers that we never would have found.
So we no longer have to rely on our existing customers reordering.
You’re Not Losing Jobs Because of Your Price…
It’s what happens after the enquiry that’s costing you.
You get the call. The form fill. The email.
And then?
Nothing.
No system. No script. No urgency.
You can’t convert Fire & Security leads if your follow-up is broken.
And if you’re still using spreadsheets to manage sales…
you’re not managing sales.
The First Call Matters. So Does the Last One.
You can’t convert Fire & Security leads if they don’t hear back.
- Enquiries left sitting in inboxes
- Website forms no one responds to
- Missed calls that never get returned
First impressions matter.
If you’re not getting back to people fast, someone else will.
What Happens After the Quote?
We’ve seen quotes worth thousands sent out… and then forgotten.
No call. No email. No follow-up.
Just silence.
“We do follow up. We always send a quick email.”
But here’s the thing:
One email isn’t follow-up. It’s a gesture.
If you want to convert Fire & Security leads, you need more than a polite nudge.
You need a process.
What Do the Most Successful Closers in the Industry Do
One national Fire & Security company we know follows up 15 times in two weeks – or until the lead says stop.
They also call 95% of leads within five minutes of their enquiry.
80% in under one minute.
You might think: “Isn’t that a bit pushy?”
But that’s exactly how they convert – before the competition even gets a look-in.
It’s not about being annoying.
It’s about being there when your customer is ready.
Finding the Happy Medium
You don’t need to chase every lead 15 times.
But you do need more than one polite, half-hearted attempt.
You need a system that keeps you front of mind – without being a pain.
Stop Acting Like an Order Taker. Start Thinking Like a Hunter.
Lots of sales people are great when someone says: “I’m ready to go.”
But that’s order taking.
The rest of the time? It takes structured follow-up, useful reminders and confidence to move a lead to “yes”.
That’s how you convert Fire & Security leads.
And you don’t need a sales team to do it – just the right words, tools and support.
Consistency Builds Trust
“I want a script so everyone says the same thing and we get what we need into our job software.”
We helped them build that process.
Because just like uniforms and branded vans, consistent phone handling leaves a lasting first impression.
£100k in ‘Quotes Sent’… and Forgotten
In one client’s CRM, we found over £100,000 in quotes just sitting there – sent, but never followed up.
Some were three to six months old. No calls. No chases. No closures.
That’s not how you convert Fire & Security leads.
That’s how you let them slip away.
Why Lolly?
You’ve probably tried to fix this before.
- Maybe you bought a CRM that no one uses
- Maybe you paid for sales training that didn’t stick
- Maybe you’ve written the same follow-up email 20 times and still got ghosted
We get it. It’s frustrating. And it’s not your fault.
The problem isn’t your people.
The problem is the process.
That’s where we come in.
Most Fire & Security teams aren’t natural salespeople.
So we build you a system that works even if your team hates selling.
One that’s:
- Easy to use
- Easy to follow
- And actually gets results
The System That Turns the Right Enquiries Into Real Work
We don’t just patch the sales bit.
We fix the whole thing – marketing, messaging, follow-up and what happens next.
A joined-up system your team can actually use to convert more Fire & Security leads.
Strategy that makes sense. Messaging that sticks.
Follow-up that’s fast, consistent and actually gets results.
Here’s why our process works when everyone else’s falls flat.
Why Our Process Works (When Others Don't)
Most Fire & Security businesses don’t need more marketing – they need clarity.
Especially after wasting time, money and trust on the generic stuff.
They need the right message, in front of the right people, at the right time.
That’s what the Visibility Engine™ is built to deliver.
Because here’s the truth: most marketing fails before it even starts.
It’s too vague. Too generic. Too much about the company – not enough about the customer.
And most marketers?
They don’t speak Fire & Security.
They don’t understand the importance of the word “competent” when someone chooses a contractor – or the emotional weight a Responsible Person carries trying to do the right thing.
We do. And that changes everything.
Our Visibility Engine™ doesn’t start with content.
It starts with clarity.
-
Find The Gaps – a deep audit of your visibility, message and missed opportunities.
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Who What Why – a sharp framework that defines your ideal customer, core offer and unique edge.
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Strategic Growth Plan – shaped by our Black Belt Sales Framework, prioritised for action.
From there, we bring the plan to life:
Building the right audience. Creating specialist content. Showing up consistently – so you become the go-to.
That’s how we turn trust into traction.
And reputation into revenue.
Ready to see what’s holding you back?
Book a call with Jo to find out if the Visibility Engine™ is the right fit for your business.
Fire & Security Industry Knowledge Leads to Sales
"These guys really know my industry and they are directly responsible for many new enquiries which have been converted to sales by us”
Lollipop: Transforming Fire & Security companies since 2010
A "foot in the door" enquiry led to a £1m job
Lots of Leads & Sales from Google
“We are very happy. Lots of enquiries coming in from Google over the last 6 months including jobs at an equestrian centre and a large company in Chelmsford”
TRACK YOUR LEADS
SALES TRAINING
Most Fire & Security companies don’t want a team that does ‘hard sell’. But they do want potential customers to have a seamless experience. From their first phone call, email or live chat interaction right through to the sale.
FABULOUS FOLLOW UPS
Finding the Gaps in your Sales Process
“[The Lollies] will scramble all over your business like a well-oiled grease monkey…”
Trusted by the Fire & Security industry for websites, lead generation and sales since 2010...
Sales Acceleration: Could more of your Fire and Security leads become customers?
The Fire and Security director scratched his head and said:
We're getting lots of leads and intros but nothing has come of them.
He was horrified to learn that business worth thousands of pounds was being abandoned by his sales team:
There was no answer when I called them back. So I followed up with an email but there was no reply. I don't want to be a nuisance so I think this is done.
And the tragedy is that most Fire & Security company owners don't know this is happening.
Enquiries… to sales
“I would recommend them to everybody that I know, providing they were not my competition because they have done a fantastic job for our company.
Success was 10-fold to what I expected. The enquiries are flowing in… including a job worth £1m”
Do you know yours?
Well, you’re not alone. Sadly, most Fire and Security companies don’t even know how many enquiries they are getting. Let alone how many of them are turning into customers.
So let’s back up a bit.
How are you keeping track of the enquiries that come in by phone or through your website?
Do new-fangled tools like CRMs leave you baffled and clutching possessively onto your spreadsheet?
Tracking your data doesn’t have to be complicated.
But it gives you the ability to know what leads are coming in and when.
And what happens to them.
Let’s go back to the example that we gave at the top of the page.
Leads, leads, leads
It’s no longer enough to phone and email a new lead once. And only at a time when it’s convenient to your sales team’s working hours.
Today’s consumers are busy people. Homeowners often work too. So they might not answer a phone call made during working hours. And a single email cannot be relied upon as a follow up. Inboxes get full so they can’t take any more messages.
And strict commercial spam filters can mean that your message never gets seen even if you have managed to get the right email for your target customer.
You need to make multiple attempts and at different times on different days… whether you are selling to home owners or B2B!
A national security company told us they
follow up 15x over a two week period – or until the lead tells them to go away.
Now no one is saying you have to make a nuisance of yourself but getting a sale does require some effort if you want to compete.
And your first phone call is the most important. Time is of the essence!
The 5 minute follow up
That same national security company told us:
95% of leads are called within five minutes, 80% are called within one minute.
Could you do that with a spreadsheet? No, these companies use a CRM to track their leads and what their sales people are doing with those leads.
5 minutes is a crucial number. A lead often goes cold if left unanswered for much longer.
What you say when you speak to your lead is hugely important too!
The seamless experience
Most Fire & Security companies don’t want a team that does ‘hard sell’. But they do want potential customers to have a seamless experience. This starts from their first phone call, email or live chat interaction right through to the sale.
One Fire and Security director told us:
“I just want a script that everyone can follow to ensure they always say the same thing and get all the information that we need into our job management software”
He had tried several times previously but just couldn’t get buy-in from all the people who answered the phone. Just as his engineers wear the company uniform and drive branded vans, he wanted his telephones to be answered in a way that would make his customer service memorable. Efficiently and effectively.
£100k of work in Quotes Sent… GREAT!
I remember being in a meeting where we were presenting a review of our lead generation activities.
We put up a slide that showed a screenshot of the company’s CRM.
It showed the number of leads generated.
It showed the number of site surveys booked.
And it showed the number and value of the quotes that had gone out as a result of those site surveys.
The value of that last column – Quotes Sent – was over £100k.
Great!
Not so great…
The MD got up from the table and strode towards the screen to take a closer look.
Because many of those quotes had been there far too long. Some were dated more than 3 months previously! A few were even 6 months old!
And they were all still in Quotes Sent. Not Quotes Won.
Tens of thousands of pounds worth of potential work was… forgotten!
Quotes left. Not being followed up…
He turned to look back at his sales team.
No one wanted to meet his eye.
Sales slipping away…
Our experience has been that most sales people are NOT born with natural sales skills.
And that’s sales people I’m talking about! People experienced in selling.
So how good at selling do you think your admin staff are likely to be? Any better?
The awful truth is… Without an efficient approach to sales you’re wasting money. Money spent on:
- marketing
- advertising
- site surveys
- quoting
But with a little training and organisation they can become a huge asset to your business. And:
- your phone will be answered in two rings
- your enquiries will be contacted quickly… and followed up
- your quotes will be followed up promptly so you get a yes or no in good time.