Is there a place for ethics in the security business? I have talked to several professionals about this and have got lukewarm answers. So is it a firm YES, or a MAYBE? I then looked at parallels in other industries and found trends that we could observe and study for future reference. I spoke to Yoganand Rao, a senior professional in advertising and an old friend of mine - I asked him about “ethics” in his industry. He was keen to state at the very beginning that his responses were not to be taken as an attempt to paint the whole industry in an unflattering way. And here’s what Yoganand had to say, on ethics in advertising.

1. “for ethics”
security business
Is there a place
in the

2. 2

3. Is there a place for ethics in the security business? I have talked to several professionals
aboutthisandhavegotlukewarmanswers.SoisitafirmYES,oraMAYBE?
I then looked at parallels in other industries and found trends that we could observe and
study for future reference. I spoke toYoganand Rao, a senior professional in advertising
andanoldfriendofmine.
I asked him about “ethics” in his industry, and to ensure that he stayed on track in our
discussion,IaskedhimspecificquestionsonconcernareasthatIhadinmind.
He was keen to state at the very beginning that his responses were purely from personal
experience, and not to be taken as an attempt to paint the whole industry in an
unflatteringway.
And here’s a summary of Yoganand’s responses on ethics in advertising.
DOES THE CLIENT TAKE THE UPPER HAND IN CONTRACT NEGOTIATIONS?
Thoughthisdoesnothappenallthetime,Ihavecomeacrossseveralinstanceswherethe
client wants you to toe the line, because he is the one who will eventually approve your
proposalandsignyourcheques.
The veiled threat (if there's one) happens on project estimates and budget approvals.
Italsohappensoncreative,choiceofmedia,evenonmodelselectiononashoot.
The agency plays along and does not ruffle any feathers. Having said that, all clients are
not bullies - some of them are real nice to work with, and many of them have remained
goodfriendsovertheyears.
DOES THE CLIENT ASK FOR A COST BREAK-UP ON INVOICES?
These days, most clients ask for a break up of costs on bills submitted. There are many
viewpoints on this, but I feel the agency has a right to protect its turf when it
comes to profit margins – it's the sole reason why we are in business, and can remain
in business. But clients want to unwrap every opportunity that comes their way to drill
downoncosting.
Many of them are looking over your shoulder all the time, wanting to know how much
you make on each job. In effect they dictate what you do, how fast you need to do it,
andhowmuchmoneyyoucanmakeonthejob.
DOES THE CLIENT ASK FOR KICK-BACKS FROM PAYMENTS MADE?
This may be hard to believe, but I have come across clients who want a share of the
profitsImake.Theyunashamedlyaskforakick-backonmostjobs.
3
“for ethics”
security business
Is there a place
in the

4. 4
Sometimes, it is “over the table” and deducted from my bill. (The client benefits
out here.) Sometimes, it is “under the table” and I need to pay cash to a certain
individual.(Theclientdoesnotbenefitouthere–theindividualbenefits.)
Whether it is under the table or over, kick-backs are not ethical. They are not fair play
and need to be strongly discouraged. Just imagine, I even end up paying GST on the
amountIshareasakick-back.
DOES THE CLIENT USE YOU AS A TESTING GROUND ON TRIAL PROJECTS?
Doesn't this happen to all of us? Clients do get us excited about a new project coming
our way, and want a lot of related background information that costs us time and money.
Itinvariablymeansexpressdeliveryandsleeplessnights.
After submitting the information and our proposal, there's a deathly silence.
No feedback, not email, no phone call. Not even a passing reference to the assignment
duringreviewmeetings.Happensallthetime.
DOES THE CLIENT GET INTO DETAILED VENDOR EVALUATION?
Agencies normally have a long list of private vendors on their panel – an inner circle
of work associates that is usually private and confidential. These are people we have
worked with for years, and find it awkward when a client approaches them directly on
projectdetailsandpricing.
And there is no easy way to handle these situations, because clients will even go to the
extent of negotiating directly to get the best deals. This is not just watching over your
shoulder–it'slookingintoyourunderpants.
DOES THE CLIENT ASK FOR THREE QUOTATIONS ON EVERY JOB?
Over the years, we have got used to the 3-quote practice. It's something we have been
doing for years. The client probably needs to show internally that the contract / job has
been awarded via fair means. But it's easy for the agency to fabricate the second
and third quotation. (Even the client knows that this is possible, and might remain silent
ifheisgettingakick-back.)
So, if you're asking me if this is good practice, I don't really know. It's good practice if
the equation is fair to both parties. I also don't like a process introduced that is
unnecessary–especiallyifyoucanfudgedocumentstocloseadeal.
DOES THE CLIENT MAKE PAYMENTS WITHOUT DELAYS?
This should have been your first question, because delayed payments are big on
frustration levels for advertising agencies. And sometimes become the last straw.
“for ethics”
security business
Is there a place
in the

5. 5
After negotiating the best rates, the best service inputs, and client support, some
clients also want longer credit periods. Far beyond what is practically manageable.
But payments on time is wishful thinking – clients sometimes take as much as 120 days
toclearabill.
Asbusinessownersallinternalpaymentshavetobemadeevery30days–salaries,rents,
overheads, and other payments. What comes to our rescue is the overdraft option
with our banks. But an overdraft does not come free – it narrows down our margins even
further.
DOES THE CLIENT ASK FOR SERVICES NOT MENTIONED IN THE CONTRACT?
This is quite common in our business. And free services can include FREE creative work
for the client's wife, his daughter, or the mother-in-law.We end up helping out, because
wedon'twanttostrainclientrelationships,orcreateproblemsforourselves.
Jobs outside the budget or contract cannot be billed, but the agency does it to retain the
client,orkeephimhappy.
The author of this article is
Poduvath Ravindranath, Founder Director
at Private Eye Private Limited.
https://www.linkedin.com/in/poduvath-ravindranath
https://twitter.com/poduvath
“for ethics”
security business
Is there a place
in the

6. 6
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Poduvath Ravindranath
Director
LINKEDIN PROFILE
I’ve been in the vertical of security and investigation for a long, long time.
My entire working life has revolved around it in some way or the other.
As I moved up the ladder and changed jobs in this space I was exposed to
security aspects from different viewpoints. Security at an operational level is
different from security at a planning or policy making level. Security within a
public sector company in India is different from security at a private sector
company. Security from an employee viewpoint is different from that of
managementandstaffingconsiderations.
For a truly well-rounded professional it is important (and vital) to be familiar and
conversant with these groups and sub-groups. And that is where my strength
lies, and what truly helps me run a very successful security service company in
Bangalore, India. My deep understanding also helps me identify with the
concerns and needs of my employees and clients - in an industry where people
areyourmostimportantresource.
According to me, the right people for the job don’t walk in through the door -
they have to be oriented, trained, up-skilled, and sensitized to the needs of
moderndayworkenvironments.AndthatiswhatPrivateEyeisallabout.
Poduvath Ravindranath, Founder Director
at Private Eye Private Limited.
https://www.linkedin.com/in/poduvath-ravindranath
https://twitter.com/poduvath

7. Incorporated in 1988, Private Eye Private Limited has grown to be a leading
security services provider in South India. With head quarters in Bangalore, we
have full-fledged branches in Mysore, Mangalore, Chennai, Kochi, Trivandrum,
SecunderabadandMumbai.WealsohaveasatellitebranchinPuducherry.
ON EXPERIENCE
Our experience in specialized vertical markets gives us deep insights to the ways
we can meet customer needs and align with the needs of individual teams,
departments and client locations. Our key differential is in the quality and caliber
of the people we bring to our work teams – in terms of the right background,
industry exposure and skill sets. It’s a competitive edge that we bring to each
serviceverticalinourclientportfolio.
ON CLIENT ENGAGEMENT
Since the delivery of service happens at client locations, we need to have a
system, process and interface logic to make sure things work according to
design and plan - 24/7 extended to 365.And that’s something we have evolved
and fine tuned over the years to know the pulse of our operations at every client
location.
ON RELIABILITY
Reliability according to us is perhaps the biggest qualifier for a security agency -
and should reflect in every security transaction that happens in a working day, or
shift. Reliability is the key differential between a security agency that stays on
course,andtheonesthatgetleftbehind.
At Private Eye we take reliability very seriously - it’s a factor that is translated
into every aspect of the security function, and across different layers of security
presence and day-to-day throughput in terms of activities. And that is what we
bringtothetable.
Recipient
Best Service Provider Award
(Safety and Security) 2004 & 2010
from IFMA INDIA CHAPTER
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8. PRIVATE EYE (P) LIMITED
Reg. Office : 30/9, 80 Feet Road, Indiranagar, P.B. No. 3841, Bangalore - 560 038.
Tel : 080 25281083, 25255433, 25297363, 25202248 / 49, 25200719
Fax : 91-80-2529 1428, E-mail : Ho@pvteye.in
www.privateeye-india.com
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ThoughtLeaderSeries/Yogananad/042019