Navigating Business Development in Security: Challenges, Trends and Growth Strategies for 2025
The security industry is one of those industries that is always evolving. New technology, shifting customer expectations and increased competition are reshaping how security integrators approach business development. While these challenges bring complexity, they also create opportunities.
As we prepare for PSA TEC 2025, I want to share insights from my experience working in business development at BW Secure and with industry peers across the country. Whether you’re an established integrator or new to the game, here’s what to expect in 2025 and how to stay ahead.
The Business Development Landscape in 2025
Security business development isn’t what it used to be. Five years ago, a strong referral network and a few strategic partnerships were enough to sustain growth. Today, that’s not always the case.
Key factors shaping business development in 2025:
The Rise of National Security Providers – Large national firms are expanding aggressively, creating more competition for regional integrators.
Shifting Buyer Expectations – Customers demand integrated security solutions, cloud-based systems and AI-powered technology, not just traditional access control.
The Convergence of Cyber & Physical Security – IT teams are now key decision-makers in security projects, requiring a new sales approach.
The Impact of Economic Fluctuations – Budget-conscious businesses are more selective in spending, making value-driven sales strategies crucial.
With these shifts, integrators need a proactive business development strategy — not just reactive selling.
Top Challenges & How to Overcome Them
1. Standing Out in a Competitive Market
The challenge:
Larger security firms are moving into local markets and end-users have more options than ever before.
The solution:
Specialize in key industries. Instead of being a generalist, position yourself as an expert in verticals like government, healthcare or critical infrastructure.
Sell your team, not just your technology. Clients buy from people, not just companies—emphasize expertise, service and customer relationships.
Leverage PSA partnerships. Being part of the PSA Security Network provides access to resources, partnerships and industry support that can help smaller integrators compete with larger firms.
2. Adapting to the Rise of Cloud & AI Solutions
The challenge:
Many customers are moving away from on-premise security systems and looking for scalable, cloud-based solutions with AI capabilities.
The solution:
Educate your clients. Many organizations want cloud security but don’t fully understand the benefits. Position yourself as a trusted advisor by explaining ROI, cybersecurity benefits and long-term scalability.
Offer hybrid solutions. Some businesses aren’t ready to go fully cloud-based. Meet them where they are with hybrid options that allow for a gradual transition.
Invest in training. Ensure your sales team can confidently discuss AI-powered analytics, automation and cybersecurity risks.
3. Selling to a New Kind of Decision-Maker
The challenge:
Security decisions are no longer made solely by facility managers—now, IT directors, risk officers and CFOs are involved.
The solution:
Speak their language. IT teams care about network security, compliance and data protection, not just physical security. Train your sales team to address these concerns.
Focus on integration. Show how security technology seamlessly connects with existing IT infrastructure—this is key for winning enterprise deals.
Build relationships across departments. Don’t rely on a single point of contact—engage multiple decision-makers within an organization.
4. Economic Pressures & Budget Constraints
The challenge:
With rising costs and tighter budgets, businesses are delaying security upgrades or opting for low-cost solutions.
The solution:
Emphasize ROI. Show clients how investing in modern security reduces long-term costs, minimizes risk and improves efficiency.
Offer flexible financing options. Subscription-based models, leasing or phased rollouts can make security investments more manageable for clients.
Highlight compliance benefits. In industries like healthcare, finance and government, regulatory compliance drives security investments—position your services as a compliance solution rather than just a technology upgrade.
Strategies for Success in 2025
To thrive in business development, security integrators need to adapt, innovate and build strong industry connections. Here’s how:
✅ Leverage Industry Networks – Being part of PSA Security Network and other industry groups provides access to resources, networking and best practices.
✅ Prioritize Education & Training – Staying ahead means understanding emerging security trends and continuously educating your team.
✅ Strengthen Customer Relationships – Long-term success isn’t just about making a sale—it’s about being a trusted partner who supports clients through security upgrades and challenges.
Final Thoughts
Business development in security is evolving, but one thing remains the same: Relationships and expertise still matter.
As we head into PSA TEC 2025, I’m looking forward to discussing these trends and strategies in more depth. If you’re attending, join us for "Business Development 2025 | A Nationwide Perspective" on March 10, 2025, at 2:15 PM MT.
Let’s navigate the future of security business development — together.