Seminar Attendees Get Schooled During ‘PSA-TEC @ ISC’

By Rodney Bosch

LAS VEGAS — PSA Security Network helped kick-off the ISC Premier Education Series at ISC West on Tuesday. A three-session track featured basic technical training, management best practices, plus insights about new IT and technological advancements.

Officially endorsed by SSI, each session of the daylong “PSA-TEC @ ISC” program featured panelists from leading systems integration, consulting and supplier companies. 

Bill Bozeman, president and CEO of PSA Security Network, hosted the first meeting, titled “Remote Video Surveillance: The Real Story.” Bozeman, joined by PSA’s director of education, Sharon Shaw, detailed how remote video guarding is a growing opportunity for dealers and integrators to offer a solution that mitigates the high cost of onsite security guards.

The recurring revenue service, Bozeman and Shaw explained to a packed conference room, allows end users across many market niches to realize increased value in their video surveillance systems.

Next, “The Ins and Outs of Working With Security Specifiers” delved into real-world advice for installing security contractors to successfully negotiate with security specifiers, including consultants, architects and engineers. Panelists included Elliot Boxerbaum of  Security Risk Management Consultants; John DeGeorge of Ducibella, Venter & Santore; Jim Henry of Henry Brothers Electronics, a Kratos Company; and Mike Kobelin of Aronson Security Group.

Moderator Ray Coulombe, creator of, led the panelists in a discussion that centered on reasons why relationships between specifiers, dealers/integrators and suppliers oftentimes become fractured.

Time and again a lack of partnership prevents stakeholders from forming a working bond, DeGeorge told the audience. He then invoked a theme to explain why relationship building is so important to the success of any project. “People don’t do business with companies. They do business with people.”

The executives also shared insights in creating winning proposals in response to requests for proposals (RFPs), despite constantly having to contend with the lowest bidders. Henry insisted there is no shifting away from price when competing for a project. “There is nothing other than price,” he said.

The imperative, Henry explained, is to define the true price of a security solution to the end user. “It is our job to make sure the customer understands the cost of deployment. The cost of sustainment, and the cost of operation. It is a full consideration of what the overall cost of ownership will be. Use the customer’s passion [for a quality solution] to create tailwind, instead of headwind.”

A general sales training course concluded the program, featuring panelists Tracy Little, director of national accounts, AMAG Technology; Tim Brooks, eastern sales manager, PSA Security Network; and Larry Simons, vice president of operations, Tech Systems.

The four-part “Opening Doors and Closing Deals: An Essential Course for Security Sales Professionals,” included instruction on prospecting and identifying opportunities; how to identify key decision-makers; proposal generation, delivery and presentation; and increasing closing ratios.

The ISC Premier Education Series will continue through Thursday at the Sands Expo Convention Center in Las Vegas. The conference tracks offer specialized curriculum for security executive end users, central stations, installing dealers and integrators, and more.

Rodney Bosch is managing editor for SECURITY SALES & INTEGRATION.



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