Security Sales Mastery: How to Dominate Your Competition and Sell More Than Ever

For many security salespeople, managers and business owners, trying to reach their sales goals is like putting together a 500-piece jigsaw puzzle. It’s a challenge figuring out how all the pieces fit together—and some pieces always seem to be missing!

Security Sales Mastery not only gives you all the pieces, it clearly explains how to put them together to boost sales like never before. It’s your personal guide to security sales success. You’ll learn the powerful techniques used by top security sales professionals. How they position themselves as the #1 security experts in their market areas, develop large and reliable streams of new business opportunities, bring in sales day-in and day-out, dominate their competition and earn huge incomes. That can be your situation in a very short time!

Need more high-quality security sales leads? Then Security Sales Mastery is the key you’ve been looking for. You’ll learn all about the market for security, where to find the best prospects, how to create a territory marketing plan, keep your sales pipeline continually full of high-quality sales appointments and keep prospects from even considering your competitors.

You’ll learn each crucial step in a winning security sales process, including pre-call preparation, building rapport, needs analysis, system design, negotiation and closing, post-call follow up and getting referrals. You’ll be armed with what to say, how to say it, and the tools and techniques you need to get your prospects to say “Yes!” on every sales call.

Selling security doesn’t have to be so difficult. All you need are the pieces of the security sales puzzle and a knowledge of how to put them together to create a beautiful picture of a larger income, more excitement and greater career success. Why struggle with sales a minute longer? If you’re a security company owner or sales consultant—or have responsibility for a security sales team—this program was custom-made for you. It’s the key to your security sales success!



To elevate a security sales job into a lucrative, professional career, one must abandon the ineffective “one-size-fits-all” sales presentations and outdated closing routines. Success lies in personalizing client interactions and positioning oneself as a trusted advisor, not just a salesperson. This approach transforms one-time customers into lifelong clients. The most successful security sales professionals understand their clients’ unique needs, with the key to winning business lying not in price, but in addressing these specific requirements. By mastering these aspects, a salesperson can significantly enhance their career in the security industry.



Success in security sales hinges on the right mindset, making it an attractive field for dedicated sales professionals. Your perception of your role influences your effectiveness; the most successful consultants are seen by clients as trusted advisors, not just sellers. This approach becomes a key competitive advantage. Rather than just selling products, it’s about crafting an appealing professional image and focusing on building relationships. The closing phase isn’t the main focus; instead, it’s essential to avoid negative interactions and understand pre-sales groundwork. The top consultants in security sales stand out due to their professionalism, expertise, and ability to empathize with clients’ needs, setting the stage for sustained success.



To boost the quality of sales appointments in security sales, it’s crucial to understand the three levels of security needs and the importance of the dominant buying motive. Focusing on these aspects is key to a successful business development process. Implementing three strategies can create new opportunities: aligning your sales approach with clients’ varying security needs, prioritizing the understanding of their main buying motives, and continuously evolving your business strategies to meet market changes. These approaches are essential for enhancing your sales effectiveness and securing more high-quality appointments in the competitive field of security sales.



Creating a consistent stream of quality sales leads involves a strategic approach to business development, recognizing that it’s not just a numbers game. It’s crucial to leverage your current customer base for additional opportunities, tapping into your most significant yet often overlooked source of new business. Actively building a robust, business-enhancing network and focusing on where to find the best prospects, particularly those ready to make a purchase, are key. This multi-faceted strategy ensures a daily influx of valuable leads.



Positioning yourself as the top security expert in your market requires a multifaceted approach. Utilize the power of publicity to enhance your visibility and create a strong personal brand that distinguishes you in the marketplace. Develop exclusive streams of sales leads where you face no competition, ensuring a unique edge. Leverage the power of the Internet effectively to fill your sales opportunity pipeline, using digital tools and platforms to continuously attract and engage potential clients. This integrated strategy can elevate your market presence and expertise significantly.



Assessing your current situation is the first step to sales success. It involves sizing up the competition strategically, preparing for decisive action. Managing your sales opportunity pipeline effectively is crucial, as it allows for a steady flow of potential deals. Developing and implementing a systematic plan of attack ensures you’re always one step ahead. Focusing and managing your time efficiently is key to achieving maximum results, enabling you to allocate resources where they’re most impactful and maintaining a competitive edge in your sales endeavors.



Before heading out for a sales appointment, there are essential steps to ensure success. Investing just ten minutes in preparation can yield significant dividends. This includes tactics to virtually eliminate no-shows and cancellations, such as confirmation and reminder strategies. Utilizing visual aids effectively can greatly enhance your presentation’s impact. Avoid common pitfalls that can derail a sale, ensuring you don’t inadvertently “shoot yourself in the foot.” Lastly, cultivating a winning sales attitude is crucial, as it sets the tone for your interaction and can significantly influence the outcome of your appointment.



Turning prospects into friends and allies is a crucial skill in sales. Making instant emotional connections helps eliminate objections and building rapport within the first five minutes can significantly boost your success rate. Confidently controlling your sales appointments and adapting your sales style to various situations are key competencies. Selling yourself first sets a strong foundation, and offering prospects an “early out” can build trust. Understanding and effectively selling to different personality types is essential, as it allows for a tailored approach that resonates with each individual, enhancing the likelihood of a successful sale.



Mastering the art of asking the right questions at the right time is vital in advancing a sale in the security industry. Familiarizing yourself with the four types of security sales questions and understanding when and how to use them can guide your prospects towards affirming your recommendations. It’s crucial to always establish a clear understanding of the client’s needs before proposing a solution. Additionally, maintaining organization and staying on track during the sales call ensures a smooth, focused interaction, increasing the likelihood of a successful outcome. This strategic approach can significantly enhance your sales effectiveness.



Effective demonstration of the security system is key in sales. Knowing why, when, and how to demo the system is crucial, as is avoiding the biggest mistake: overwhelming the prospect with too much technical detail. Involving prospects in the demonstration makes it interactive and more engaging. Skillfully managing and even using distractions to your advantage can keep the presentation on track. Transforming sales pitches into client-focused conversations and securing small positive agreements throughout can blaze a “trail to the sale.” The goal is to build so much value in the client’s eyes that they feel compelled to say “Yes!” to your proposal.



Conducting a security audit is a crucial step in understanding and meeting your prospect’s specific security needs. Involving prospects in designing their system not only personalizes the experience but also helps in making tailored recommendations. Taking your prospect’s “temperature” by gauging their responses is key to uncovering additional security needs and appealing to their emotional requirements. Adopting a consultative approach, where you focus on helping rather than selling, can paradoxically boost your sales effectiveness. This method also facilitates the easier selling of monitoring agreements, as it builds trust and demonstrates value.



Knowing when to close is a critical skill in sales. It involves understanding not just timing but also the reasons why prospects hesitate to buy and how to address these effectively. Even experienced salespeople can falter by mishandling concerns and objections. Delivering your final closing statement at the right moment, and knowing precisely what to say — and what not to say — is vital. Presenting the price effectively and effortlessly is the culmination of this process, requiring a careful blend of timing, tact, and strategy. This holistic approach can significantly enhance the chances of a successful sale.



In sales, the six most expensive words are “Where do we have to be?”, indicating a potentially costly negotiation misstep. Adhering to the cardinal rule of empathetically and attentively addressing buyer concerns is essential. It’s important to remember that the price is not always the primary concern; the key is in expertly handling price objections. When prospects express a desire to ponder their decision, it’s crucial to skillfully navigate their hesitations and pre-empt ‘Buyer’s Remorse.’ Reducing the prospect’s perception of risk, negotiating by offering exceptional value, and laying the groundwork for future referrals are all critical techniques for a successful sale. These strategies help in securing a deal that’s beneficial for both parties, transforming tentative questions into confident agreements.



Turning one-time customers into lifetime clients requires a strategic approach before, during, and after the sale. To eliminate cancellations and rescissions, it’s essential to solidify the client’s commitment before leaving. Immediately following the sale, certain actions can reinforce their decision. If an agreement isn’t reached on the first call, follow-up strategies become crucial. Continuously generating referrals is key to maintaining a steady client base. Anchoring your business relationships effectively can create loyal customers who are less likely to turn to competitors. This comprehensive approach ensures a lasting and mutually beneficial client relationship.

Security Sales Mastery: How to Dominate Your Competition and Sell More Than Ever

Module 1 | The Foundation for Security Sales Success

  • How to change a security sales job into a professional, highly-paid career.
  • Why “one-size-fits-all” security sales presentations don’t work.
  • How old-school closing routines kill sales.
  • How to position yourself as more than a salesperson.
  • How to turn one-time customers into lifetime clients.
  • The anatomy of highly-successful security sales professionals.
  • The single most-important security buying decision factor. (No, it’s not price).

Module 2 | The Security Sales Success Mindset

  • Why the right mindset is so important to security sales success.
  • Why the security industry is such a great choice for sales professionals.
  • How your feelings towards your profession influence your results.
  • How clients see the most successful salespeople.
  • How the way you sell can become your most powerful competitive weapon.
  • Why you should not be selling alarm systems.
  • How to create an image that makes customers want to do business with you.
  • Why “the close” is not the most important part of the security sales process.
  • How to avoid “negative return sales calls.”
  • What you need to do before you have any chance of making a sale.
  • The winning characteristics of top security sales consultants.

Module 3 | Focusing Your Efforts

  • Why you don’t have enough high-quality sales appointments (and what to do about it).
  • The three security needs intensities.
  • The importance of the “dominant buying motive.”
  • The keys to a winning security business development process.
  • Three powerful strategies to create unlimited new business opportunities.

Module 4 | Business Development Fundamentals

  • How to create a high volume of quality sales leads, day in and day out.
  • Why business development is not “just a numbers game.”
  • How to leverage your existing customers for more opportunities.
  • Your single largest untapped source of new business.
  • How to create a powerful, business-building network.
  • Where to find the best prospects who are ready to buy now.

Module 5 | Advanced Business Development

  • How to position yourself as the top security expert in your market area.
  • How to put the power of publicity to work for you.
  • How to create a strong personal brand to stand out in the marketplace.
  • How to create exclusive streams of sales leads with no competition.
  • How to leverage the power of the Internet to fill your sales opportunity pipeline.

Module 6 | Your Business Development Action Plan

  • Assessing your current situation is the first step to sales success. It involves sizing up the competition strategically, preparing for decisive action. Managing your sales opportunity pipeline effectively is crucial, as it allows for a steady flow of potential deals. Developing and implementing a systematic plan of attack ensures you’re always one step ahead. Focusing and managing your time efficiently is key to achieving maximum results, enabling you to allocate resources where they’re most impactful and maintaining a competitive edge in your sales endeavors.

Module 7 | Pre-Call Preparation

  • What to do before heading out for a sales appointment.
  • A ten-minute effort that will pay huge dividends.
  • How to eliminate no-shows and cancellations.
  • How to use visual aids to maximum effect.
  • How to avoid “shooting yourself in the foot” and killing sales.
  • How to create a winning sales attitude.

Module 8 | The Warmup (How to Turn Prospects Into Allies)

  • How to turn prospects into friends and allies.
  • How to make instant emotional connections that eliminate objections.
  • Steps to take in the first five minutes that will greatly increase your sales success rate.
  • How to confidently and effectively control your sales appointments.
  • How to easily adapt your sales style to any situation.
  • How and why to sell yourself first.
  • Why and how you should offer your prospect an “early out.”
  • How to effectively sell to any personality type.

Module 9 | Needs Assessment (Where Does It Hurt?)

  • How to expertly use the right questions at the right time to move the sale along.
  • The four types of security sales questions and when/how to use them.
  • How to make your prospects say “yes” to your recommendations.
  • What you must always do first before offering a solution.
  • How to stay organized and on track during the sales call.

Module 10 | The System Demo

  • Why, when and how to demo the system.
  • The single biggest demo mistake that kills sales and how to avoid it.
  • Why and how to involve your prospects in the demonstration.
  • How to easily manage distractions and use them to your advantage.
  • Why and how to turn sales presentations into client-focused conversations.
  • Blazing a “trail to the sale” with small positive agreements.
  • How to build so much value that the prospect has to say “Yes!”

Module 11 | System Design

  • Why and how to conduct a security audit.
  • Why and how to involve your prospects in designing their security system.
  • How to make recommendations during system design.
  • How to take your prospect’s “temperature.”
  • How to unearth additional security needs.
  • Why and how to appeal to your prospect’s emotional needs.
  • How not selling will help you sell.
  • How to easily sell monitoring agreements.

Module 12 | The Initial Close

  • How to know when the time is right to close.
  • Why prospects don’t buy, and what you can do about it.
  • Common mistakes even veteran salespeople make when addressing concerns and objections.
  • When to deliver your final closing statement and what to say.
  • What not to say while closing.
  • How to effectively and effortlessly present the price.

Module 13 | How to Reach a “Win-Win” Agreement

  • The six most expensive words in sales.
  • The cardinal rule that must always be followed when handling buyer concerns.
  • Why price isn’t nearly as important as you think.
  • How to easily and expertly handle price objections.
  • What to do when your prospects say “We’d like to think about it.”
  • How to overcome “Buyer’s Remorse in Advance.”
  • How to eliminate the prospect’s perception of risk.
  • How to get more than you give in a negotiation.
  • How to lay the groundwork for referrals.

Module 14 | Post-Sale Follow Through

  • How to turn one-time customers into lifetime clients.
  • How to eliminate cancellations and rescissions.
  • What to do before you leave.
  • What to do immediately after the sale.
  • What to do if you don’t reach agreement on the first call.
  • Even more ways to create a steady stream of referrals.
  • How to anchor your business relationships and create loyal customers who will never leave you for a competitor.