You're A Business - American Cop

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I don’t want to talk about your agency, but about the way you run your career, and to some extent, even your life and your family. It’s a business.

After retiring from the police department, I moved into the firearms/outdoors industry full time. I had been involved in it as a writer for years and already had my contacts and friends in the industry, which helped me lay the groundwork for my transition. I became the LE sales manager for Bianchi, then the marketing manager, followed by editor at POLICE Magazine, then editor at American Handgunner (sister publication of COP) and eventually became the publisher of our consumer magazines. I did it by marketing my skills and treating my career like a small business.

During the past 12 years or so, I’ve also consulted with manufacturers about the LE market and continue to visit dealers, distributors, manufacturers and a host of others in the industry. The main thing I’ve learned over the past 30 years, first as a cop (also involved in the industry at the same time) then through my role today, is the importance of solid marketing. Smart marketing makes you successful, whether you’re marketing yourself to your boss or your $50 million company to consumers.

It works like this. Most companies have a business plan, and part of that plan is likely developing a marketing department, sales department, customer relations division, maybe a manufacturing division, distributors and dealers. Oh, they also usually offer some kind of guarantee on their product or service — that’s critical for success. So how does this relate to you?

Whether you think so or not, you’re a business — or at least you should be. If you’re a cop, you “contract” your services to a police agency. Part of your service is to deliver a certain skill set to the agency. Things like report taking, investigative skills, teaching, driving proficiency, public relations, etc. are among the “services” you provide. Like any business, you also need to be able to have a good client relationship — your clients are the agency, and their “customers” (who you deliver your services to) are the citizens of the community.

Part of your business plan should be to “grow” your business. In order to grow (become more successful), you need to deliver a high quality of “customer service” to your clients, offer a guarantee (show up on time, do good work, etc.) and continue to market your “business” to your clients and others in the “industry.” Think of the industry as being citizens, the DA’s office, business leaders, equipment suppliers and even the garage staff. Any of those “clients” would rather do business with someone they trust, who delivers high-quality service and backs that service with a guarantee of reliable follow-up and initial work. Smile at the garage guys when they service your beat car and spend a few minutes chatting (customer relations) and I’ll bet you get good service in return. It works.

What about marketing? That’s one of the most critical elements of any business, and is a part of every division. Unless your “clients” (the agency, administrators, the public, etc.) realize the degree of customer service you deliver and the high quality of your product (your work), they won’t know who you are. You market your “business” by being high profile. Volunteer for special details, make quality arrests, write good reports, be a star witness, treat citizens fairly and with empathy, follow up with the DA’s office or county prosecutor to see how to improve your “product” and make sure your business — you — always presents well. Citizens notice and let other people, like administrators (your client), know about it.

Think of any mechanic, plumber or even car salesman you’ve worked with. The ones who stand out are the ones who have followed these sorts of guidelines. The mechanic who runs a clean shop, looks sharp, is organized, delivers quality work, is on time, advertises his services and is trustworthy gets your business. Many cops I know fail miserably at running their business. They complain, can be argumentative, may look shoddy, only deliver the bare minimum of work needed and then are amazed when they get passed up for advancement or opportunities. And they deserve what they get.

Run your career like a successful business and — oddly enough — you’ll likely be successful.