Deluxe Pass Access - ESX

This session explores proven strategies for positioning and presenting service agreements that resonate with today’s buyers, including insights on pricing methodology. Learn how to educate clients on the true value of ongoing support, overcome common objections, and build contracts that drive predictable recurring revenue for your business.

The ESA team is excited to see you at this event. Sealing the Deal on Service: How to Sell Service and Maintenance Agreements

An ESX Executive Pass or Deluxe Pass is required to gain access to this and all best-practice sharing sessions.

REGISTER FOR AN EXECUTIVE OR DELUXE PASS TO ACCESS THIS COURSE.

See all CEU credits available for attending ESX 2026 education sessions. MORE

THIS COURSE IS ELIGIBLE FOR CEU CREDITS

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From mastering digital marketing and local SEO to building referral programs and delivering compelling sales presentations, you’ll gain practical tools and proven strategies tailored specifically for security/fire integrators and dealers. Learn how to empower your sales teams, leverage data-driven marketing, and create seamless customer journeys that drive both new business and recurring monthly revenue (RMR).

In this session, you’ll learn how to harness AI as a powerful assistant throughout the sales cycle from prospecting to closing. We’ll cover when to lean on AI for research, personalization, and forecasting—and when to step in with the human connection that builds trust and closes deals.

The ESA team is excited to see you at this event.

An ESX Executive Pass or Deluxe Pass is required to gain access to this and all best-practice sharing sessions.

REGISTER FOR AN EXECUTIVE OR DELUXE PASS TO ACCESS THIS COURSE.

See all CEU credits available for attending ESX 2026 education sessions. MORE

THIS COURSE IS ELIGIBLE FOR CEU CREDITS

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From mastering digital marketing and local SEO to building referral programs and delivering compelling sales presentations, you’ll gain practical tools and proven strategies tailored specifically for security/fire integrators and dealers. Learn how to empower your sales teams, leverage data-driven marketing, and create seamless customer journeys that drive both new business and recurring monthly revenue (RMR).

In this session, learn how to train your sales and marketing teams to confidently ask for referrals without sounding pushy or awkward. We’ll explore how to build a referral culture across your company, design customer experiences worth talking about, and create simple processes and messaging that generate steady streams of high-quality leads. You’ll leave with practical tools to help your team build lasting referral habits—and deliver measurable sales results.

The ESA team is excited to see you at this session in 2026.

An ESX Executive Pass or Deluxe Pass is required to gain access to this and all best-practice sharing sessions.

REGISTER FOR AN EXECUTIVE OR DELUXE PASS TO ACCESS THIS COURSE.

See all CEU credits available for attending ESX 2026 education sessions. MORE

THIS COURSE IS ELIGIBLE FOR CEU CREDITS

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From mastering digital marketing and local SEO to building referral programs and delivering compelling sales presentations, you’ll gain practical tools and proven strategies tailored specifically for security/fire integrators and dealers. Learn how to empower your sales teams, leverage data-driven marketing, and create seamless customer journeys that drive both new business and recurring monthly revenue (RMR).

This session explores how to position your company and your team as trusted advisors, not just service providers. Learn how to anticipate customer needs before they arise, turn every service interaction into an opportunity to add value, and use education—not pressure—to drive upselling. Checking in with key customers is an art. Attendees will leave with a roadmap for shifting their sales teams toward proactive communication, stronger customer relationships, and meaningful revenue and RMR growth.

The ESA team is excited to see you at this event. The Power of Being Proactive: Engage, Educate and Upsell as a Trusted Advisor

An ESX Executive Pass or Deluxe Pass is required to gain access to this and all best-practice sharing sessions.

REGISTER FOR AN EXECUTIVE OR DELUXE PASS TO ACCESS THIS COURSE.

See all CEU credits available for attending ESX 2026 education sessions. MORE

THIS COURSE IS ELIGIBLE FOR CEU CREDITS

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From mastering digital marketing and local SEO to building referral programs and delivering compelling sales presentations, you’ll gain practical tools and proven strategies tailored specifically for security/fire integrators and dealers. Learn how to empower your sales teams, leverage data-driven marketing, and create seamless customer journeys that drive both new business and recurring monthly revenue (RMR).

This session dives into the nuts and bolts of sales leadership in the security industry — covering everything from finding and hiring top sales reps, to building repeatable processes that actually stick and effective roleplay exercises. Learn practical frameworks for developing your team, maximizing productivity, and creating a culture of accountability and growth. Whether you’re leading a small team or scaling a large sales force, you’ll walk away with actionable strategies to strengthen your leadership and drive measurable results. 

The ESA team is excited to see you at this event. Building High-Performing Sales Teams: Recruit, Train, and Lead

An ESX Executive Pass or Deluxe Pass is required to gain access to this and all best-practice sharing sessions.

REGISTER FOR AN EXECUTIVE OR DELUXE PASS TO ACCESS THIS COURSE.

See all CEU credits available for attending ESX 2026 education sessions. MORE

THIS COURSE IS ELIGIBLE FOR CEU CREDITS

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From mastering digital marketing and local SEO to building referral programs and delivering compelling sales presentations, you’ll gain practical tools and proven strategies tailored specifically for security/fire integrators and dealers. Learn how to empower your sales teams, leverage data-driven marketing, and create seamless customer journeys that drive both new business and recurring monthly revenue (RMR).

Technology Shifts, Capital Trends, and What They Mean for Your Business

2026 will reward integrators and dealers who understand where the market is heading—and expose those who don’t. AI adoption, recurring revenue pressure, labor costs, and accelerating consolidation are already changing how security and life safety businesses compete, grow, and are valued.

In this session, industry expert Michael Barnes will break down the latest U.S. market data—revenue trends, operating benchmarks, and capital flows—and explain exactly what it means for making decisions about technology investment, pricing, staffing, and long-term strategy.

If you’re responsible for protecting margins, choosing where to invest, or positioning your company for future value, this is not a session to skip. You’ll leave with clear signals on where opportunity is forming, where risk is increasing, and how smart dealers and integrators are preparing for the next year.

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About This Speaker

Michael Barnes is the President of Barnes Associates, Inc. a consulting and advisory firm that specializes in providing financing, acquisition, divestiture and strategic planning services. Since founding the firm in 1986, Michael has been involved in more than 280 security alarm acquisitions and financings, with an aggregate transaction value exceeding $29 billion. Michael currently serves on the board of directors of the Electronic Security Association (ESA). He also lectures at numerous events within the security alarm industry on matters relating to acquisitions, the availability of capital, and the operating dynamics and performance of alarm companies. Michael was the 13th person to be inducted into the Security Alarm Industry Hall of Fame, an honor he received in 2004.

Closing Luncheon

The ESX Closing Luncheon will be held on the ESX Main Stage. Come here for inspiration, motivation and networking with like-minded electronic security and life safety peers. This plated luncheon will include programming that will inspire members of your organization to accomplish their goals and lead others to climb to higher levels of success. Executive, Deluxe and Expo Plus pass holders have access to this luncheon. Register here.

Celebrate excellence at the ESA Weinstock Celebration, an evening dedicated to honoring the Morris F. Weinstock Award winner and their impact on our industry. Set within the unique atmosphere of the Rayleigh Underground, this event combines meaningful recognition with an elevated Denim & Diamonds theme.

The night will feature a live band, spirits, and hors d’oeuvres, creating a dynamic and festive environment for guests to connect, celebrate, and enjoy the moment together. From high-energy entertainment to heartfelt recognition, this event brings the ESX community together for one of the most anticipated evenings of the week.

Denim is encouraged. Diamonds are expected. Dress to impress and embrace the theme as we celebrate achievement, community, and the spirit of ESX in an evening you won’t want to miss.

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The Morris F. Weinstock Person of the Year Award is the Electronic Security Association’s (ESA) highest honor, established in 1970 to recognize extraordinary leadership, dedication, and volunteer service to the industry and the association.

The award is graciously sponsored by Resideo, ESA’s exclusive Diamond Executive Strategic Partner. 2025 Winner to be selected & announced

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Weinstock Celebration

Networking is vital to business success — and ESX Networking is fundamental to the event experience. Rub elbows with some of the brightest minds in the industry as you develop trust, industry friendships and groups of peers you can collaborate with throughout the year. The ESX Weinstock Celebration recognizes the recipient of ESA‘s most prestigious award, the Morris F Weinstock Person of the Year — an award dedicated to recognizing the lifetime achievement and service to the industry of a dedicated individual. Let’s have some fun with this year’s winner!

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Be there as the ESX 2026 Expo Floor officially opens, kicking off an unparalleled showcase of innovation and opportunity! Join fellow security and life safety professionals as the ribbon is cut, unveiling the industry’s latest technologies, services, and solutions. Explore state-of-the-art exhibits, engage directly with leading suppliers, and discover game-changing tools to take your business to the next level. This is more than just an expo—it’s a launchpad for ideas, networking, and growth. Don’t miss this exciting moment that sets the tone for a dynamic week ahead!

This Event is sponsored by:

Become a Sponsor for ESX Today!

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The electronic security industry isn’t slowing down—and neither are your customers, competitors, or operating costs.

Today, you are expected to grow recurring revenue, adopt new technology, retain talent, and differentiate in an increasingly crowded market—often with fewer people and tighter margins. You don’t need an innovation department to succeed, but you do need a better way to see what others are missing.

In this high-energy, business-focused keynote, bestselling author Diana Kander shows how curiosity becomes a competitive advantage for security integrators who want to grow smarter—not riskier. Based on The Curiosity Muscle, this session delivers practical tools leaders can use immediately to uncover blind spots, challenge outdated assumptions, and identify new opportunities hiding inside their existing business.

This is not theory or “blue-sky” innovation. It’s about asking better questions—of your customers, your team, and your operations—to drive differentiation, efficiency, and sustainable growth.

Attendees will leave ESX thinking differently about their business, spotting opportunities faster, and leading teams that adapt before they’re forced to.

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About This Speaker

Diana Kander is an innovation nerd – she spent the first decade of her career as an entrepreneur, launching 10 companies in 10 years, while selling millions of dollars of products and services.

She spent the next decade coaching innovators inside large organizations; at one point she served as the innovation coach for the executive team of a $100 million dollar project.

True creative work exists in the gap between what you have and what you think you need. The ESX Keynote Luncheon will provide the tools your team needs to become more innovative.

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The Sara E. Jackson Memorial Award, which honors the memory of the 1950-51 ESA President, recognizes an ESA volunteer who has exhibited exceptional leadership skills on an ESA committee, task force or board.

The award is graciously sponsored by Telguard, ESA’s exclusive Platinum Executive Strategic Partner.

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ESX Opening Keynote Luncheon

The 2026 ESX Keynote Luncheon is held on the ESX Main Stage. Come here for inspiration, motivation, and networking with like-minded electronic security and life safety peers. Just steps away from the expo floor, this interactive session will reveal tactics for motivating a more productive team. Access to this luncheon is included with Executive, Deluxe, and Expo Plus passes. Register five or more people and receive 10% off, or register 10 or more people and receive 20% off. Secure your spot today and take advantage of these savings.

Become a Sponsor for ESX Today!

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The ESA Government Relations Committee Meeting at ESX 2026 is where alarm industry stakeholders discuss the latest legislative and regulatory issues impacting the industry. This meeting provides a venue to review ESA’s current government affairs efforts, strategize on key advocacy initiatives, and explore how members can get involved in shaping policies that protect and advance the industry.

Technology Shifts, Capital Trends, and What They Mean for Your Business

About This Speaker

True creative work exists in the gap between what you have and what you think you need. The ESX Keynote Luncheon will provide the tools your team needs to become more innovative.

About this Speaker

Closing Luncheon

Denim is encouraged. Diamonds are expected. Dress to impress and embrace the theme as we celebrate achievement, community, and the spirit of ESX in an evening you won’t want to miss.

Lift as You Lead

True creative work happens in the space between today’s resources and tomorrow’s potential. The ESX General Session equips leaders with the tools, perspectives, and strategies they need to inspire teams and fuel innovation.

About Daryl “Moose” Johnston

Weinstock Celebration

This Event is sponsored by:

About This Speaker

True creative work exists in the gap between what you have and what you think you need. The ESX Keynote Luncheon will provide the tools your team needs to become more innovative.

About this Speaker

ESX Opening Keynote Luncheon