Most security dealers don’t fail because they can’t sell. They struggle because of cash flow.
It’s a common story: you work hard to sign new clients, install systems, and build recurring revenue. But then you wait. And wait. And wait. Sometimes months go by before you see the money you earned. Meanwhile, your expenses don’t wait - your team, vehicles, marketing, and operations still need to be paid.
That cash flow gap can stall growth, kill momentum, and limit your ability to scale.
We’ve solved this problem for our dealers.
Weekly Funding. Real Cash Flow.
The Reed dealer program gives you access to quick, predictable weekly funding, so you can keep growing without the financial bottleneck.
Here’s what that means in real terms:
- No more waiting months to get paid
- Consistent cash flow to cover operations and reinvest in growth
- Freedom to scale without constantly worrying about receivables
- A Trusted Canadian Partner
For 25 years, Reed Security has been building recurring revenue and delivering trusted security solutions across Western Canada. We know the challenges dealers face because we’ve lived them. That’s why our program is designed to help you grow your RMR fast, with a strong partner behind you.
When you join the Reed dealer program, you get more than funding. You get:
- Proven marketing and lead generation strategies
- Local installation and service support
- A trusted Canadian brand your clients will recognize
- A partner who understands the business inside and out
Meet Us at Security Canada Central
We’re exhibiting at Security Canada Central on October 22–23, 2025 at the Toronto Congress Centre. If you’re a dealer or thinking about becoming one, stop by Booth 129 and let’s talk about how we can help you scale faster and smarter.
You can also learn more at reeddealers.ca
#SecurityCanada
Last night, I stood on stage and told my story.
It wasn’t perfect. It wasn’t polished. It was raw.
I talked about the highs, the gut punches, the mistakes, and the lessons that came out of them. It was emotional for me to share. And the crowd connected with it.
These lessons aren’t from a textbook. They come from real experiences, tough decisions, and a few scars. Here are the five biggest lessons I’ve learned from building my business.
1. Be Far More Diligent
I chose the wrong partner early on, and it cost me. A lot. I felt blindsided, frustrated, and honestly, a bit foolish. I told myself I’d never end up in that position again.
That’s when I started getting far more diligent. I became the guy who asks question after question after question… and then verifies everything. If the answers don’t add up, I move on.
A few things that guide me:
- Don’t believe everything you read or hear
- Pay attention to what’s missing in the story
- Use AI to help analyze the facts
This approach now guides who I hire, which dealers we work with, and who we partner with.
2. Communicate, Communicate, Communicate
I’ll never forget the day CRA froze my bank account. I was young, broke, and terrified. When your bank account is frozen, your business is frozen. I didn’t sleep that night.
The next morning, I picked up the phone, stayed calm, explained my situation, and asked for a plan. I didn’t make excuses. I told the truth. They listened. By the next day, we were back in business.
That moment taught me the power of clear communication when things are hard.
Here’s what works for me:
- Pick up the phone or meet in person
- Be nice
- Be truthful – even if it hurts
- Share your plan
- Follow through
Silence breeds fear and assumptions. Communication builds trust.
3. Never Get Too High and Never Get Too Low
This one is personal.
For years, my mood was tied directly to the business. If things were good, I was on top of the world. If things went sideways, so did I. It’s a brutal way to live, and it affected my confidence, my family, and my ability to lead.
Eventually, I learned to build habits that keep me grounded no matter what’s happening:
- Exercise clears my head
- Time away resets my perspective
- Being present with my family reminds me what matters
- Friends, mentors and peers give me perspective and support
These habits keep me from flying too high when things are great, and from sinking too low when they suck.
4. Get Noticed
Early on, I had a great product, but nobody knew who we were. We were invisible. And that hurt. I was working so hard, but it felt like no one was paying attention.
That frustration taught me two big lessons:
1. Pay attention to marketing
2. Build your brand, not someone else’s
I started experimenting, showing up, and trying everything until something stuck.
Today, I spend about 40% of my time on branding, marketing, and relationships. Because if people don’t notice you, they’ll never buy from you.
5. Look After Your People
Over the years, I’ve learned that business isn’t about products or profits. It’s about people.
For me, that means:
- Being kind and flexible
- Having fun together
- Recognizing effort
- Paying people properly
- Keeping everyone in the loop and part of the plan
When you look after your staff, they look after your clients.
When you look after your clients, they stay loyal.
And when you give back to your community, it all comes full circle.
Staff. Clients. Community.
Look after your people – and they’ll look after you.
Final Thought
No pain, no gain. And it was worth it.
These lessons were earned the hard way. If they resonate with you, I hope they help you avoid a few of my mistakes, or at least give you some encouragement when things get tough.
-Virgil
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Reed Clients
Please do not send any payments to Reed Security by mail as they will not be received.
Instead, we request that you send payments by
Interac e-Transfer to administration@reedsecurity.ca
Please reference your Invoice #, Agreement # or Proposal # in the notes.
We also accept wire transfers, EFT or you can drop your payment off in person.
If you would like to make alternate payment arrangements contact us
by phone: 306.653.3200 or 1.844.384.7233
by email: administration@reedsecurity.ca
Reed Dealers & Suppliers
We want you to get paid on time.
Reed Security will be in contact if alternate payment arrangements need to be made.
As Founder and CEO of Reed Security, Virgil Reed has spent 25 years growing the company from a small start-up into one of Western Canada’s leading independent security providers with a national dealer program.
Along the way, he’s faced setbacks, fierce competition, and market shifts that tested his resolve but also created opportunities for growth.
His Lessons I’ve Learned talk will highlight the pivotal challenges and successes that shaped both his leadership and the company’s journey.
💡Learn from Virgil's and our other speakers' experiences on October 7th!
Do not miss out on this one-of-a-kind event.
Get your tickets today using the link 🔗 below:
Buy Tickets
Sorry for any inconvenience. We're open 8:00am on September 11th, 2025.