Why Business Outreach Matters
Recruiters at RSS aren’t just filling roles — they are also helping grow the business. That means you will often communicate with potential clients or share leads. To do this well, you need to understand the three primary types of outreach: cold, warm, and referral.
1. Cold Outreach
- Definition: Reaching out to someone with no prior contact or relationship.
- Goal: Make a professional first impression, establish credibility, and spark interest in RSS’s services.
- When to Use:
- Introducing RSS to venues, event organizers, or companies we’ve never worked with
- Following up on a public RFP or event announcement
- Tone: Professional, concise, respectful of their time.
- Best Practices:
- Keep it short (2–3 paragraphs max)
- State who you are, what RSS does, and why you’re reaching out
- Always include a call to action (e.g., “Can we schedule a 10-minute call?”)
Sample Cold Email Subject Lines:
(No prior relationship, introducing RSS)
- “Security Services Inquiry – [Your Name], Rodgers Security Solutions”
- “Protecting Your Next Event – Rodgers Security Solutions”
- “Introduction: Professional Security Services Available in [City/Region]”
Example Cold Outreach Email
Hello [Name],
My name is [Your Name], and I work with Rodgers Security Solutions (RSS), a California-based security firm with 50+ years of combined experience. We provide event, patrol, and executive protection services to clients across the state.
I would like to learn if your company has any upcoming security needs we can support. Would you be open to a brief call this week to discuss how RSS can help?
Thank you,
[Your Name]
2. Warm Outreach
- Definition: Contacting someone where there’s already a touchpoint or familiarity — such as meeting at an event, a past inquiry, or a previous working relationship.
- Goal: Build on existing familiarity to move the conversation forward.
- When to Use:
- Following up after meeting someone at a networking event
- Re-engaging a past client who hasn’t booked recently
- Contacting someone who previously asked about services
- Tone: Acknowledges prior connection, slightly more informal but still professional.
- Best Practices:
- Mention the prior connection right away
- Keep the tone slightly warmer but still professional
- Add value (share a service update, relevant case study, or upcoming availability)
Sample Warm Email Subject Lines:
(Prior contact, follow-up, or re-engagement)
- “Great Connecting at [Event Name] – Following Up on Security Needs”
- “Following Up on Your Interest in Security Services”
- “Next Steps: RSS Support for Your Upcoming Event”
Example Warm Outreach Email
Hello [Name],
It was great meeting you at [event] last week. I enjoyed learning about [their company/project].
I wanted to follow up and share how Rodgers Security Solutions (RSS) can support your security needs, especially with our event security and patrol services. We’ve helped similar organizations manage large crowds and protect their facilities.
Could we schedule a quick call to explore your upcoming needs?
Best regards,
[Your Name]
3. Referral Outreach
- Definition: Contacting someone who was recommended by a mutual contact or client.
- Goal: Leverage the credibility of the referral to establish immediate trust.
- When to Use:
- When a current or past client introduces you to another decision-maker
- When a colleague or mutual contact suggests someone who may need RSS’s services
- Tone: Confident but respectful — highlight the referral source.
- Best Practices:
- Always name the referral source upfront (with permission)
- Be confident — referrals are warm leads, so the door is already open
- Focus on building trust and scheduling a first conversation
Sample Referral Email Outreach Subject Lines:
(Introduced or recommended by a third party)
- “[Referrer’s Name] Suggested I Reach Out – Security Services for [Their Company]”
- “Referral from [Referrer’s Name] – Rodgers Security Solutions”
- “Connecting via [Referrer’s Name]: Event & Patrol Security Services”
Example Referral Outreach Email:
Hello [Name],
[Referrer’s Name] suggested I reach out to you. They mentioned your organization may be looking for security support for upcoming events.Rodgers Security Solutions (RSS) specializes in event, patrol, and executive protection services across California. We’ve recently supported [similar client/project] with crowd control, credential checks, and patrol coverage.
Would you be available this week to discuss how RSS can provide similar support for your team?
Thank you,
[Your Name]