7 Ways Fire and Life Safety Sales Teams Generate Leads

Fire and Life Safety sales teams often find themselves stuck in the rut of traditional lead generation methods: door-to-door prospecting, cold-calling and/or emailing prospects based on job title, etc.

The reliance on outdated tactics leads to missed opportunities, significantly not fully leveraging their existing routes and contacts. The cost? Potential clients slip through the cracks.

In this article, we’ll review how to prevent missed opportunities and give your approach the upgrade it needs in today’s market.

1. Tailoring solutions to meet specific buyer persona needs

Buyer personas have distinct requirements and pain points that influence their decision-making.

For instance, facility managers prioritize operational efficiency and compliance in their fire safety solutions. They need systems that integrate seamlessly into their daily operations and ensure compliance with safety regulations.

Property managers focus on maintaining property value and tenant satisfaction. They look for fire safety solutions that are reliable, easy to maintain, and enhance overall property safety.

Tailoring your sales approach to specific personas and situations lets reps directly address unique concerns and align your services with their goals.

2. Leveraging permit history for strategic lead generation

Reviewing building permit history plays a crucial role in identifying leads. 

By analyzing permit records, fire and life safety sellers uncover properties undergoing renovations or properties that haven’t been serviced in a while, signaling key opportunities to connect with facilities’ contacts needing fire and life safety solutions.

This approach allows sales teams to pinpoint properties at a critical time when safety solutions are most needed.

3. Target specific properties for effective lead generation

In commercial service sales, effective lead generation hinges on targeting suitable types of properties.

Properties such as healthcare facilities and office buildings are ideal candidates, as they typically have higher safety standards and ongoing needs for fire and life safety solutions.

By focusing on high-priority properties in similar situations, sales teams can align their solutions with specific needs and regulations.

4. Warm up your cold calling process and techniques

Transforming cold calls into warm leads is about making the first call part of a larger conversation, quickly getting to the needs of the property decision maker, and building rapport.

A key strategy involves initial contact through other channels, like email or direct mail. Pre-call engagement sets the stage, making the subsequent cold call a ‘warmer’ interaction. While winning cold-calling scripts significantly improve an outbound workflow, reps can improve conversion by tailoring their communication to account for previous touchpoints.

Another way to optimize the cold calling process is through intent data, which identifies companies actively researching fire and life safety topics and empowers sellers to connect with prospects early in their buying process.

By combining pre-call engagement, effective scripts, and intent data—sales teams transform cold calls into well-timed, receptive interactions. This strategy positions the sales rep as thoughtful and prepared.

5. Unlock growth through RFPs and RFQs

Unlike direct client interactions, RFPs, RFQs, and SOQs define the scope of work and require a different approach to secure contracts.

By adopting these practices, sales teams can significantly improve their responses’ effectiveness:

  • Design a clear, professional, and comprehensive response template
  • Collaborate and pool expertise on large or complex proposals
  • Customize responses to address the specific requirements
  • Use software to manage incoming requests and deadlines 

A well-crafted, tailored response demonstrates a deep understanding of the client’s needs and increases the potential for success.

6. Look for opportunities along existing routes

Optimizing existing routes offers a wise way to boost productivity.

By looking at the types of properties along or near existing routes, sales teams can capitalize on overlooked leads in areas they frequently visit. This proactive approach allows sales teams to make the most of their time in the field, do more with less, and reduce the cost of acquiring customers.

Streamlining existing routes maximizes productivity and uncovers hidden sales opportunities at the same time.

7. Leverage software designed for commercial service sales

Using Atlas as a sales intelligence tool is crucial for companies aiming to amplify their sales results and stay ahead in the market.

Atlas has proven its effectiveness with real-world success, as seen in case studies with Pye Barker, which saw an 85 percent year-over-year revenue increase. Johnson Controls also experienced 30 percent uplift in sales opportunities by using Atlas and figured out when their prospective customers were in-market for their fire and life safety products and services.

These real-world success stories highlight Atlas’s ability to streamline sales efforts and uncover new opportunities, driving substantial growth for commercial service sales teams.


Embracing new strategies is vital for successful fire and life safety lead generation.

From understanding buyer personas to optimizing existing routes, the tactics discussed here aim to enhance your sales approach.

For those looking to elevate their strategies further, Atlas offers a tailored solution to refine prospecting and better understand properties.

Schedule a demo to see how Atlas can transform your sales process.

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Originally published on March 19, 2024 Updated on March 19, 2024

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