ESX 2024 Unveils the Sessions for the Sales Education Track: Elevating Sales Excellence in Electronic Security

January 10, 2024 by ESX

As the countdown to the Electronic Security Expo (ESX) 2024 begins, anticipation grows for one of the most dynamic educational tracks of the event—the ESX Sales Track. Slated to take place from June 3 to 6 at the Kentucky International Convention Center in Louisville, Kentucky, ESX 2024 promises an unparalleled opportunity for professionals in the electronic security and life safety industry to immerse themselves in the latest insights and strategies. 

ESX Sales Track: Elevating Sales Excellence 

Sales development is one of the most important processes an organization can build to deliver a seamless, efficient revenue machine. 

Learn to develop your brand and go-to-market strategy to keep the focus on building your RMR. Identify complementary markets, new products, and services that will give your sales teams the edge over the competition. Explore new sales management processes that will accelerate sales performance and increase your revenues and RMR. 

Key Sessions Under the ESX Sales Track: 

Unlocking Video Sales that Surge RMR: Strategies, Techniques, and Applications: 

Video monitoring has become a key tool for security, surveillance, and operational efficiency in the commercial, industrial, and residential markets. This dynamic session delves into the strategies, techniques, and applications that are shaping the video monitoring sales landscape. Why is selling video so lucrative? How is pricing different? What should be avoided? Join us as we explore cutting-edge approaches to effectively market and sell video monitoring solutions. From understanding customer needs to leveraging emerging technologies, this session equips you with the insights needed to drive sales and establish a competitive edge. In this session, you’ll learn: 

  • How to gain a deep understanding of the current video monitoring landscape 
  • How to align video monitoring solutions with end users’ unique requirements – and what mistakes you should avoid 
  • Questions to implement specifically to video projects that will help move the sales timeline along 
  • To develop the best compelling narratives that highlight the tangible benefits of video monitoring and what applications are best  


How to Boost Revenue without Adding Customers: 

We will delve into the powerful strategies and tactics to increase your share of the wallets of your existing customers. While acquiring new customers is essential, inside sales that maximize the value derived from your existing customer base is equally as impactful. Learn how you can foster stronger relationships, enhance customer loyalty, and drive incremental revenue without the need for extensive customer acquisition efforts. Armed with proven strategies and best practices, you’ll be able to significantly contribute to RMR growth while reducing client attrition rates. In this session, you’ll learn: 

  • How to use data analytics to gain valuable insights and optimize inside sales strategies 
  • Practical communication strategies, techniques, and customer outreach programs for inside sales staff to utilize 
  • Tactics to extend customer relationships and increase Customer Lifetime Value (CLV) through upselling, cross-selling, and retention strategies 
  • Explore strategies to add new products offerings, opening up fresh revenue streams and adding incremental RMR 
  • How you might incentivize sales staff who are not finding new customers but growing revenue with current customers 


Maximizing Recurring Revenue (RMR) with Fire Alarm Systems: 

Fire safety and security professionals will gain invaluable insights into the strategies and best practices for optimizing RMR for fire alarm systems. It is tailored for professionals seeking to bolster their revenue streams through long-term, sustainable monitoring, inspection, and maintenance contracts. Leave this session equipped with a comprehensive toolkit to elevate your RMR potential. Whether you’re a seasoned professional or just starting out, these actionable strategies promise immediate impact and success. Join us for an enlightening journey towards Fire alarm RMR excellence! In this session, you’ll learn: 

  • How RMR can be applied specifically to fire alarm systems 
  • Explore the range of value-added services that can be bundled with fire alarm system installations 
  • Practical advice from industry leaders on structuring service contracts and pricing models that balance profitability with competitive offerings 
  • Important industry regulations, ensuring compliance and instilling trust in your clientele 
  • The top markets to attract new clients and upsell existing ones 


Beyond Price: Roleplaying Value-Driven Sales Strategies *Interactive*: 

This interactive session will invite audience members to roleplay traditional sales conversations with value-driven consultative sales approaches. End users seek more than just hardware, software, and recurring services—they demand comprehensive solutions. Discover how to shift the focus away from price and cultivate a sales approach that emphasizes the broader benefits your product or service brings to the table — enabling you to better serve your clients and stay ahead in the market. Roleplay scenarios will include:  

  • Going up against a competitor (how do you differentiate yourself) 
  • How to highlight and differentiate value when your price is higher 
  • Finding out what your prospect’s issues truly are (not what you think they are) 
  • Getting to the decision 

Special emphasis will be paid to coaching your teams for these successful conversations. 


Optimizing Your Sales Teams Part 1: Performance Metrics, Commission Models and Repeatable Processes: 

To elevate a sales team, you need to go beyond the basics and focus on elevating sales performance while ensuring healthy gross profit margins. To achieve this, we’ll explore specialized strategies and tools that empower your team to drive sales growth while maintaining a robust bottom line. Our panel will provide real-world actionable advice and tools that will help you gain valuable insights into transforming your sales team into a high-performing unit. In this session, you’ll learn: 

  • Why it’s important to build and organize sales teams for efficiency and productivity 
  • The proven methods to equip your sales team with the right tools, resources, and training, enabling them to close deals effectively and consistently 
  • Explore commission models that incentivize performance while aligning with your company’s financial goals and objectives 
  • Which sales performance metrics are most relevant and how to use them to track progress, identify areas for improvement, and set achievable targets for sales staff 

Optimizing Your Sales Teams Part 2: Hiring Your Next Successful Salesperson: Essential Skills and Traits: 

Strong sales teams are the quickest way to bring in substantial revenue to your organization. Successfully hiring and training motivated, and passionate professionals will result in more conversions and sales. How can you avoid wasted efforts filling positions with candidates who lack the required sales DNA? What are the characteristics and skillsets that successful salespeople hold in common? What interview questions should you be asking — and what should you be listening for in the answers you receive? In this session, we’ll role play the successful and not so successful sales interview. You’ll also learn: 

  • How to determine what your skills gaps are and hire to fill them 
  • Qualities all successful salespeople share that you should be looking for 
  • Tips for engaging salespeople from hiring and keeping them engaged  
  • How to successfully onboard and coach new salespeople 


Enhancing the Sales Process to Close Faster and Maximize RMR: 

The ability to adapt and streamline your commercial sales processes is paramount. This in-depth session is designed to equip sales professionals with the advanced skillset needed to harness the power of sales process templating. By leveraging this strategic approach, you’ll not only expedite the sales cycle but can also develop a process that drives a more consistent plan for RMR growth. This session is tailored for organizations seeking to improve their commercial sales effectiveness. In this session, you’ll learn: 

  • The insights into crafting a comprehensive sales process template that acts as a roadmap 
  • How asking the right questions can exponentially move a sale along 
  • Negotiation techniques that navigate objections and secure deals with confidence 
  • How to adapt your commercial sales process template for handling new business and existing customers, enabling you to address needs, pain points, and priorities with effectiveness 
  • How technology and automation can be integrated into your sales process template 


Unique Sales Strategies for the Top 5 Commercial Verticals: 

This session dives deep into the thriving landscape of commercial electronic security sales, with a spotlight on RMR. We’ll uncover the top 5 commercial verticals that are driving the surge in demand, how you can leverage them to accelerate your sales success, and identify the unique sales strategies that help close the deals. You’ll be armed with the knowledge and strategies needed to excel in these thriving markets, positioning you as an agile and adept sales professional. In this session, you’ll learn:  

  • The crucial insights into the unique dynamics, challenges, and opportunities that define each of these commercial verticals 
  • The strategies for establishing trust for each of these commercial verticals by offering tailored solutions  
  • The RMR offerings that resonate the most with each vertical 
  • How recent advancements, including AI-powered analytics and cloud-based solutions, are reshaping the products and services offerings 


Unleashing the Power of Cloud-Based Access Control: 

Embark on a journey into the world of access control systems with our comprehensive session on cloud-based solutions. You’ll be equipped with the knowledge and insights needed to leverage the power of cloud-based access control systems, providing your clients with cutting-edge solutions that offer enhanced security, efficiency, and peace of mind. Cloud-based access control technology is revolutionizing security and access management, providing businesses with unprecedented flexibility, scalability, and efficiency, and is a driving force behind higher RMR. In this session, you’ll learn: 

  • The fundamental principles and advantages of cloud-based access control systems, from enhanced scalability to seamless integration 
  • How cloud-based solutions streamline operations and reduce hardware costs, making them an attractive option for businesses of all sizes 
  • How cloud-based access control enables remote management, allowing for real-time monitoring and control of access points from anywhere in the world 
  • How to structure the right RMR pricing model for the application 


Sales Track Leaders: Tracy Larson and Kendall Horner 

Guiding attendees through these enlightening sessions are distinguished Sales Education Advisors—Tracy Larson, President of WeSuite, and Kendall Horner, Vice President at Braveheart Sales Performance. Their wealth of experience and industry expertise will undoubtedly enrich the learning experience for all participants.

“I’ve loved ESX since I first met the show,” Tracy said. “The education is very targeted. When I joined the team of advisors, the best thing that I saw happening in front of my eyes was the development of new ideas– to which I could freely contribute– that would help salespeople optimize their roles and learn how to sell new technologies or services better.”


“Being part of this group is a huge opportunity to collaborate with others with all kinds of different perspectives that contribute to helping the industry get to the next level,” Kendall agrees. “For me, being an advisor means that I get to participate on the conference that’s truly honed in on RMR, and I get to help provide actionable things for businesses to grow and reach a new level and live their dreams.

Tune in to the episode of the Security Nation Podcast featuring Tracy Larson and Kendall Horner. Gain exclusive insights into their perspectives on sales development, industry trends, and the future of the industry. Access the podcast on your preferred platform wherever you regularly listen to podcasts. 

Registration Details 

To gain access to this exclusive ESX Sales Track and all best-practice sharing sessions, an ESX Executive Pass or Deluxe Pass is required. Don’t miss the opportunity to elevate your sales strategies, connect with industry leaders, and shape the future of electronic security at ESX 2024.