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The law enforcement and security markets have turned recently to a full-sized gadget that was supposed to revolutionize the way people got around, but hasn’t quite done so yet: the Segway. Segway Inc. earlier this year introduced a law-enforcement version of its Human Transport (HT), and at $5,500 a pop it’s arguably less of a dent in a department’s budget than a police cruiser. It’s also easy to see how the HT’s promise of speed and mobility in tight spaces has appeal to somebody who may have to apprehend a suspect or chase down an intruder.

“More than 80 police departments and security organizations in the U.S. currently use Segway HTs to patrol high-density urban centers, airports, shopping malls, parking structures, and college campuses,” said Klee Kleber, vice president of marketing for Segway. “Whether a department is looking to boost patrol range, increase police presence, improve response times, or forge stronger relationships in the community, the Segway HT Police package is a smart buy that delivers all the accessories they’ll need.”

For a retailer looking to service the police and security sectors, representing a similarly smart purchasing decision also means identifying a need and adapting to the requirements of the market. It also means going after those markets, as Segway did.

While it’s possible to get some business from police and security personnel by carrying piecemeal some of the more common items they’d use on the job—flashlights, for example, or footwear—in order to penetrate these markets, it’s necessary to “deliver all the accessories they’ll need.” In other words, become a one-stop location for soft goods, hard goods, and services such as embroidery.

In the case of police departments, and to some extent with security operations as well, that means successfully negotiating the ins and outs of marketing not to individual customers but to local and county government agencies, security firms, and public and private organizations that maintain security forces.

“Perhaps the toughest obstacle a small business may face when going after local government contracts is understanding both the government procurement process and how to sell to the government,” according to Onvia, a Seattle-based company that provides electronic bid notification and government business intelligence to companies of all sizes.

“Small businesses bypass thousands of dollars a year in local government contracts because they don’t know or fully understand all the components of the government procurement process.”

What They’re Looking For

Onvia offers some tips on finding success in this arena, and while the advice is general, it applies to retailers seeking to bid on police department contracts as much as to anyone else.

“Find out exactly what the local procurement office is looking for, and if there is a need for your services,” Onvia advised in a recent article on marketing to government agencies. “Keep in mind that not all local government agencies have a need for what your small business is offering.”

Another pointer offered by Onvia is to “aggressively market your company. It’s not enough to know about a local government contract and submit a bid; making your company and its capabilities known to local government buyers and other local government decision makers is critical. Be sure to contact your local agencies, to ensure your company meets all of their internal bidders list requirements and fill out any important documentation.

“Many agencies also hold procurement conferences and seminars throughout the year, according to Onvia. “At these conferences, you can find valuable first-hand information on local procurement processes and begin networking and developing relationships with important local government contacts.