4 ISC West Sessions That Will Help Your Integration Business

customer support team

ISC West 2021 is coming up July 19-21 in Las Vegas, and the Security Industry Association (SIA) and ISC West recently revealed full conference details for the SIA Education@ISC West program, including keynote presentations from top luminaries and 65+ sessions on the most current business trends, technologies and industry developments.

Among the robust lineup of conference sessions are several dynamic presentations that will help security integration businesses succeed. At ISC West, you’ll discover expert insights on how to optimize your team structure, keep your business resilient and strengthen your service agreements and company message. Here are four sessions you won’t want to miss; make sure to add them to your ISC West calendar!

All Times PDT

Is Your Team Structured to Support Your Customers?

Monday, July 19
2:30-3:15 p.m.

What does a successful integration customer support team look and feel like for a security integrator? How can integrators manage delivering the best customer service while experiencing rapid growth and the changes that come with it? What are the skills managers and employees need to better understand and support the end user?

“The cornerstone of a successful business is interacting with and supporting the customer,” said speaker Anthony Berticelli, vice president of operations at PSA Security Network. “As times, technology and sales volume change, the need to support the client stays the same. How you accomplish this can be the key differentiator you need to drive continued success.”

In this session, panelists will provide tools and a framework to structure support teams based on what industry peers have learned from their experiences.


  • Anthony Berticelli, vice president of operations, PSA Security Network
  • Tim Brooks, director of sales, Eastern Region, PSA Security Network
  • Jim DeStefano, senior vice president, Unlimited Technology, Inc.
  • Eva Mach, president and CEO, Pro-Tec Design

Keeping Your Business Resilient in an Economic Downturn

Monday, July 19
8:45-9:30 a.m.

The year 2020 presented many security companies with significant business challenges as a result of the spread of coronavirus, work-from-home mandates and an economic downturn. During this challenging time, many end users needed security in locations that are experiencing low occupancy as a result of work-from-home policies or in vacant facilities altogether. For integrators, there the challenge was keeping a balance between continuing to install projects while keeping the health and well-being of technicians and employees top-of-mind. Business resiliency in times of crisis can be built by integrators implementing a number of strategies in an effort to build business, diversify their portfolios and drive awareness to new and emerging revenue streams. In this presentation, panelists will discuss ways to make this possible, the challenges involved and how to overcome them in a forward-thinking way.


  • Gregory Keeling, co-founder and CEO, New York Security Solutions
  • Ryan Schonfeld, founder and CEO, RAS Security Group
  • Nigel Waterton, chief revenue officer, Arcules

Make Your Company’s Message Irresistible

Monday, July 19
3:45-4:30 p.m.

How much of your last proposal was actually read? How much of your last sales presentation was actually heard? As an integrator, you’re constantly communicating. But is anyone listening? Whether too complicated, too irrelevant, or too good to be true, most messages are easy to ignore. In this session, you’ll learn three specific, practical techniques to build power and excitement into your message. This session will highlight how to transform your sales efforts from boring to thrilling by “wrapping the package,” connect your value to your prospect’s real need and amplify your brand narrative by “turning down the noise.”


  • Rafael Mael, president, Maelstrom

How to Design and Sell Service Agreements – The Key to Long-Term Profitability

Wednesday, July 21
1:00-1:45 p.m.

In this session, attendees will learn how to design, sell and price service agreements specifically designed for integrated security systems. The presentation will demonstrate why it is essential for your firm to actively sell service agreements, how to properly design and package the right service agreement features and how to properly price service agreements to meet the needs of the market as well as maximize profitability.


  • Alan Kruglak, consultant

Learn more about SIA Education@ISC West, view the full session lineup and register for the conference on the ISC West website.