Five Top Sessions for Security Dealers, Installers and Integrators at ISC West 2025

ISC West 2025 is coming up March 31 – April 4 in Las Vegas, Nevada, and the Security Industry Association (SIA) and ISC West have revealed full conference details for the SIA Education at ISC West program, including keynote presentations from top luminaries and over 115 sessions from top industry expert speakers on the most current business trends, technologies and industry developments.

Among the robust lineup of conference sessions are several offerings geared toward security dealers, installers and integrators. At ISC West 2025, you’ll discover expert insights on transforming your sales approach, transitioning to the cloud and more. Here are five sessions you won’t want to miss; make sure to add them to your ISC West calendar!

All Times PDT

Breaking Bad Sales Habits: Seven Ways to Transform Your Sales Approach for Peak Performance

Monday, March 31, 12:00-1:00 p.m.

Understanding and addressing the bad habits that limit your sales team’s potential is crucial for improving overall performance and achieving sales targets. This session will provide actionable insights and practical solutions to help your salespeople break these habits and adopt more effective behaviors. Sales leaders and managers will learn to identify and replace seven common bad habits that hinder salespeople’s performance. This seminar is tailored for individuals and organizations looking to transform their sales efforts for highly motivated, productive and engaged results.

“What I like about this session is that it shows success in sales isn’t just about what your people do – it’s about the habits and mindset behind every sales conversation. We’ll identify seven common pitfalls that hold salespeople back and share how to replace them with a proactive approach to prospecting, follow-ups and staying engaged during good times and bad.”

– Gannon Switzer, vice president of client engagement, Vector Firm

Speakers:

• Gannon Switzer, vice president of client engagement, Vector Firm

Best Practices in Commercial Sales Estimating

Monday, March 31, 2:30-3:30 p.m.

This session focuses on best practices for commercial integration sales estimating. From plan and scope review to material and labor take-offs, accounting for other costs often forgotten, inclusion of services and how to realize the highest gross profit margin when estimating various types of projects. We will also discuss writing effective scopes of work, layout and presentation of pricing, inclusion and presentation of options and language to include or exclude. This panel will provide insight into their proven sales estimating processes, including best practices for salespeople, sales engineers, pre-/post-sale approvals and the practices they employ to ensure the greatest opportunity for accuracy, profitability and growth for job and account success.

“A session focused on best practices for commercial sales estimating is always a winner! Integrators design and deliver complex systems. Sales accuracy in the bill of materials, labor, other costs, scope, inclusions and exclusions and, of course, sell price and profit margin directly impact quality, risk and costs in delivery. Get it right in sales! We’ve got a great panel ready to share their experience. Start ISC off right and don’t miss this session on Monday!”

– Tracy Larson, president, WeSuite

Speakers:

• Tracy Larson, president, WeSuite

Embracing the Cloud: Transitioning From On-Premises to Cloud-Based Services

Tuesday, April 1, 11:15 a.m. – 12:15 p.m.

Discover the numerous benefits and challenges of moving your organization’s services from on-premises to the cloud. This session will provide a comprehensive overview of key considerations, including assessing readiness, selecting the right cloud model and planning the migration. Additionally, we will explore strategies for a smooth transition, ensuring data integrity and maintaining security. Learn best practices for leveraging cloud technology to drive efficiency, foster innovation and enhance collaboration within your organization. Don’t miss this opportunity to learn how modernize your IT infrastructure.

“As the security industry continues its shift toward the cloud, organizations must navigate critical decisions around migration, security and long-term impact. Our panel at ISC West will tackle the real challenges and opportunities of cloud adoption – helping businesses understand how to make the transition smoothly, securely and strategically. Whether you’re weighing the benefits of scalability or addressing compliance concerns, this discussion will provide valuable insights to guide your cloud journey.”

– Brittany Board, director of technology partners, PSA

Presenter:

• Brittany Board, director of technology partners, PSA
• Jody Ross, vice president of global sales and business development, AMAG Technology
• Trevor Stewart, president and CEO, Security Control Integrators
• Justin Wilmas, executive vice president, sales, Americas, acre security

AI in Physical Security: Beyond Traditional Surveillance

Tuesday, April 1, 1:00-2:00 p.m.

Join us to learn how artificial intelligence (AI) is enhancing physical security measures, from advanced surveillance systems to predictive policing. This session will delve into the transformative impact of AI on physical security, exploring cutting-edge applications such as AI-driven video analytics, facial recognition and behavior analysis. Attendees will gain insights into how these technologies are revolutionizing traditional surveillance methods, enhancing situational awareness and ultimately improving overall security outcomes in various environments. This panel discussion will share best practices and lessons learned.

“Artificial intelligence is reshaping the security landscape, automating threat detection, accelerating response times and identifying vulnerabilities with greater accuracy. Hosted by PSA Security at ISC West, this session will explore the ‘new normal’ of working alongside AI models, from predictive analytics to real-world applications. Join us to discover the latest advancements and learn how staying ahead of the curve can drive smarter, more proactive security strategies for your organization.”

– Elliott Gabriel, sales and design professional, Preferred Technologies

Speakers:

• Elliott Gabriel, sales and design professional, Preferred Technologies
• Joelle Grunblatt, chief operating officer, Ai-RGUS
• Jake Shild, founder, LandSkyAI
• Paul Sun, president and CEO, IronYun

The State of Security Technicians: Challenges, Innovations and Future Prospects

Thursday, April 3, 11:15 a.m. – 12:15 p.m.

Join our expert panel for an insightful discussion on the current state of security technicians. This session will delve into the critical issues faced by security technicians today, exploring challenges such as work environment, regulatory pressures and technological changes. We will also discuss the impact of technological advancements, including AI and automation, on the profession. Additionally, the panel will cover skill gaps, training needs and career growth opportunities, offering a comprehensive view of the future prospects for professionals in this vital industry.

“I am excited to be part of the State of the Security Technicians panel at ISC West this year. Security technicians play a crucial role in delivering an exceptional customer experience. They are on the front lines every day; therefore, we must continue to evolve in our mission to hire, retain and support the talent in our industry. This session will delve into the critical issues faced by security technicians today, explore the impact of technological advancements and discuss the prospects for professionals in this vital industry.”

– Tia Eskandari, senior director, national field service, Allied Universal Technology Services

Speakers:

• Matt Barnette, CEO, PSA
• Tia Eskandari, senior director, national field service, Allied Universal Technology Services
• Todd Van Haren, chief financial officer/partner, SecurAlarm

You can access the full SIA Education at ISC West conference program by registering for a SIA Education at ISC Passport. Even better, use SIA’s link to sign up for the ISC West trade show and save 20% on your conference pass!

The views and opinions expressed in guest posts and/or profiles are those of the authors or sources and do not necessarily reflect the official policy or position of the Security Industry Association (SIA).