I’m going to tell you something that most executive protection schools won’t—and many seasoned veterans forget: executive protection skills alone are not enough to build a successful career.
That’s the biggest lie in our industry.
We’re taught that if you master the hard skills—the shooting, the driving, the tactics—the work will just come. We’re told that excellence is the only marketing you need. And while excellence is non-negotiable, it’s also the bare minimum. It’s the price of entry, not the key to the kingdom.
After more than 30 years in this business—from the controlled chaos of world tours with Prince to the quiet precision of corporate details—I’ve seen countless highly skilled agents struggle to find consistent, high-paying work. They were tough. They were smart. They were capable. But they were also waiting for the phone to ring.
They believed the lie.
Meanwhile, I watched other agents—often just as skilled, and sometimes less so—with full calendars and a waiting list of clients. The difference wasn’t their executive protection skills. It was their ability to market themselves, build relationships, and position their services in a way that made clients want to hire them.
In this industry, your reputation is your business card—but your network is your paycheck.
The Hard Truth About the Executive Protection Job Market
Let’s be honest about what the market looks like today. There are more trained agents than ever before. Schools are churning out graduates every month, and the barrier to entry has never been lower. A week-long course and a few thousand dollars can get you a certificate that says “Executive Protection Specialist.”
But a certificate doesn’t get you hired. Neither does a résumé packed with training courses or a social media profile full of tactical photos.
What gets you hired is simple: someone with a problem thinks of you as the solution.
That’s it. That’s the entire game.
So the real question becomes: how do you position yourself so that when a corporate security director needs coverage—or when a family office is looking for a full-time agent—your name comes up?
The answer isn’t more training.
The answer is a system for client acquisition.
Why Executive Protection Skills Alone Don’t Get You Hired
Over the years, I’ve identified five critical elements that separate the agents who struggle from the agents who thrive. These aren’t secrets. They’re disciplines—often ignored until it’s too late.
1. Define Your Niche
The biggest mistake new agents make is trying to be everything to everyone. Flexibility sounds good, but to a client, it sounds unfocused.
Clients don’t hire generalists. They hire specialists.
When you clearly define who you serve, where you operate, and what problems you solve, you stop competing with everyone—and start standing out.
2. Build Your Digital Footprint
Whether you like it or not, your digital presence is your first interview.
A clean LinkedIn profile, professional photo, clear summary, and real recommendations are no longer optional. Your online footprint should answer one question immediately:
“Can I trust this person?”
3. Master the Art of Networking
Networking isn’t about collecting contacts—it’s about building credibility.
The people who control the work aren’t always other agents. They’re corporate security directors, executive assistants, HR leaders, family office managers, and risk consultants.
Those are the relationships that matter.
4. The Follow-Up Formula
Most opportunities are lost after the first conversation.
A simple follow-up within 24 hours—and consistent, value-based check-ins every few months—keeps you top of mind. When the need arises, familiarity wins.
5. The One-Page Proposal
When it’s time to pitch, clarity closes deals.
One page. No jargon. No fluff. Just three answers:
Can you solve my problem?
How much does it cost?
How do we get started?
That’s it.
The System You Actually Need
These five elements—niche clarity, digital presence, networking, follow-up, and simple proposals—form a client acquisition system.
It’s not glamorous. It’s not tactical.
But it works.
To help you apply this system, I’ve created a free downloadable checklist that breaks each point into practical, actionable steps.
? Get the free “5-Point Client Acquisition Checklist” by joining my newsletter,
The Bodyguard Insider.
https://bodyguardinsider.substack.com/
The checklist gives you the framework.
The newsletter helps you stay sharp.
Fantastic insight and a very actionable article.
Well said!!