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PBFAA 35th Annual Expo Sponsor & Exhibitor News

Security Sales Essentials Training

The Security Sales Essentials Training course is a comprehensive modular program covering the complete sales cycle. Using visual aids, role playing, a student manual and open classroom discussions, this fast-paced program covers an in-depth sales action plan for success in commercial, industrial and residential sales.

The course will provide students with an understanding of how to sell electronic security and alarm systems including a review of the sales process and with special attention offered on the 2nd day of the course covering the unique issues involved with fire alarms, access control and video surveillance systems.

Students are provided real world examples which highlight the opportunities and obstacles that they will encounter throughout the sales process. Emphasis is placed on understanding the sales process and the organizational steps and requirements needed to be successful at each step in the process.

The course concludes with a two-hour examination.

Who should attend: Technical staff, customer service personnel, sales personnel and business owners.

Register Now: To see Instructor Led course schedule click button below.

Certifications available: Individuals successfully completing this course and either the Understanding Electronic Security Systems Course or the Level One Certified Alarm Technician Course is eligible for certification as a Certified Security Salesperson.

Why Security Sales Essentials Training Course?

  • Provides an interactive presentation of the complete sales cycle offering new or veteran sales personnel with the insights necessary to convert sales prospects in to customers
  • Special emphasis is provided on the similarities and differences in the sales process for residential vs commercial sales, including insights in to the unique issues relevant to fire alarm, access control and video surveillance system.
  • Covers the tools and tips necessary to perform at a highly successful sales level.

Subject Areas:


  • Overview of the Security Sales Cycle
  • Prospecting
  • Approach
  • Problem Identification
  • Solution – Presentation
  • Closing – the Transaction Stage
  • Handling Objections
  • Strategies for Selling in The Digital Age
  • How to Cross Sell
  • Consultative Selling and Selling Extensibility
  • Customer Advocacy
  • Effective Partnering
  • Team Building
  • Managing Customer Relationship


  • Entry Level Systems
  • Fire Alarm Systems
    • Application issues
    • Common Pitfalls
    • Understanding System Expansion
    • Identifying Unique System Stakeholders
  • Access Control Systems
    • Application Issues
    • Common Pitfalls
    • Understanding System Expansion
    • Identifying Unique System Stakeholders
  • Video Surveillance Systems
    • Application Issues
    • Common Pitfalls
    • Understanding System Expansion
    • Identifying Unique System Stakeholders