How to Sell Emerging Tech to Public Safety Agencies in 6 Months or Less
- DrewDelaney
- Feb 4, 2025
- 5 min read
Introduction:
The public safety market is a complex and fragmented landscape, with agencies facing mounting pressure to do more with less, address increasingly complex threats, and leverage technology in new and innovative ways. Selling emerging technology to public safety agencies can be a slow and challenging process, but with the right approach, it can be done in 6 months or less.
This blog post serves as a guide for technology providers looking to enter or expand within the public safety market. We'll explore the unique challenges and opportunities this sector presents, and provide a clear framework for securing contracts and achieving meaningful adoption within a condensed timeframe.
Understanding the Public Safety Market
The public safety market is not a monolith. It comprises various disciplines, including law enforcement, fire departments, emergency medical services (EMS), emergency communications centers (ECCs/PSAPs), and emergency management, each with its own unique workflows, priorities, and technology requirements. And that's just the core of the market. Let's not forget about healthcare, public works, utilities, transportation, non-profits, and corporations with emergency response functions.
There are over 60,000 core agencies within public safety (~30k fire, ~20k law enforcement, ~10k EMS only, ~1k emergency management). 1.3% of agencies make up 50% of the personnel (>250 personnel), and 15% of agencies make up 80% of the personnel (>50 personnel).
Public safety agencies and emergency responders of all kinds operate in a high-stakes environment where every second counts. They require technology that is reliable, secure, and capable of performing under pressure. Some of the key challenges they face include rising crime rates, budget constraints, legacy systems, staffing shortages, and the need to comply with evolving regulations.
Defining Your Ideal Customer Profile (ICP) and Buyer Personas
Before diving into sales strategies, it's crucial to define your Ideal Customer Profile (ICP) and Buyer Personas. Your ICP is a detailed description of the type of public safety agency that is most likely to benefit from your solution and has the resources to invest in it. Hint: Law enforcement agency is not an ICP, go deeper... state police or large county sheriff with cell coverage issues and upgrading their patrol vehicle fleet of 50 cars or more.
Hint: Law enforcement agency is not an ICP, go deeper... state police or large county sheriff with cell coverage issues and upgrading their patrol vehicle fleet of 50 cars or more.
Buyer personas are semi-fictional representations of buyers and influencers with your ideal customers based on research and data about your existing or potential customers. They help you understand your customers' needs, behaviors, and goals. Following the example above, think fleet or operations managers as a key division maker, but go deeper. Is you solution more technical and high-end, or simple and cost-effective? A tech-forward buyer, likely more interested in the high-end solution, will also likely be speaking on a panel at a state or national trade association conference.
By understanding your ICP and buyer personas, you can target your marketing efforts more effectively, tailor your messaging to resonate with specific needs, and accelerate your sales cycle.
Building Relationships and Mapping Accounts
Building relationships with key decision-makers and influencers within public safety agencies and trade associations is essential for securing contracts and achieving long-term success. Account mapping is a valuable tool for tracking and strategically engaging these stakeholders. For example, its critical for early-stage, resource constrained startups to map out ICP accounts locally and expand. As you map out your ICPs, its critical to reference and document potential customers that are involved in association committees or leadership to position yourself for rapid expansion.
Some effective ways to build relationships and map accounts include attending (and actively participating in!) industry events and conferences, networking locally with public safety professionals, and engaging with thought leaders on social media and online forums.
Aligning Your Solution with Industry Priorities and Creating Urgency
Public safety agencies often have a set of priorities they are focused on, many of which may already be funded through grants or initiatives. By aligning your solution with these existing initiatives, you can increase the likelihood of quick buy-in.
For example, if your technology uses AI for predictive analysis or resource optimization, tie this to real-time information systems that help improve situational awareness. Public safety leaders are increasingly looking for ways to use AI to anticipate threats and optimize resource deployment, so positioning your solution within these funded initiatives can make a big impact.
To accelerate sales, create urgency around the adoption of your solution by emphasizing immediate needs and real-world challenges public safety agencies face. Highlight challenges like critical response time reductions, funding deadlines, and operational efficiency.
Leveraging Partnerships and Local Adoption
Building partnerships with other technology providers, industry associations, and channel partners can help you expand your reach and influence in the public safety market. Target established organizations trusted by your ICPs and buyer personas to leverage existing relationships and contract vehicles.
Local adoption is also key to success in this market. Start by building relationships with local agencies and demonstrating the value of your solution in their communities. These early wins can then serve as case studies and references for expansion into nearby regions and eventually the national market.
Agencies will notice if you don't talk about your hometown in your pitch, and ask why they aren't a customer.
In the end, public safety is more influenced by their peers on buying decisions that any other industry.
Fast-Tracking Adoption with Pilot Programs and Demonstrating Value
Public safety agencies are often hesitant to adopt new technology without first seeing it in action. Pilot programs offer a low-risk way for agencies to test your solution in their own environment and experience the benefits firsthand. Its important to weed out the "window shoppers" early, and invest the resources for success.
Well-structured pilot programs can be powerful tools for fast-tracking adoption and securing long-term contracts. To demonstrate the value of your solution, focus on outcomes, quantify benefits, address concerns, and use case studies.
Ensuring Solution Success and Support
Securing a contract is just the first step. To achieve long-term success in the public safety market, you need to ensure that your solution is implemented effectively and delivers the promised value. Ongoing support and customer engagement are crucial for building trust, maintaining relationships, and securing future contracts.
Provide on-site support during implementation, offer comprehensive training to end-users, and maintain open communication with the agency throughout the process. Focus on building strong relationships with your early adopters and ensuring their success.
Conclusion
Selling emerging technology to public safety agencies requires a strategic, well-executed approach. By understanding the unique challenges and opportunities of this market, aligning your solution with industry priorities, building relationships with key decision-makers, and leveraging pilot programs and local adoption, you can accelerate your sales cycle and secure your first contracts in 6 months or less.
Remember, selling to public safety agencies is not just about selling technology; it's about building trust, demonstrating value, and becoming a trusted partner in their mission to protect and serve our communities.
Ready to accelerate your sales process and secure your first public safety contracts?
Contact FirstWave Strategies today for a tailored approach to your public safety tech sales strategy. We can help you navigate the complexities of the market, build relationships with key decision-makers, and achieve rapid adoption of your technology.
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