About the Course

This learning series is designed for security professionals at manufacturer, integrator, dealer and reseller businesses who are looking to increase sales, improve lead generation strategies and win more business through authentic customer service and needs-based sales approaches.

This series is ideal for:

• Sales leaders at systems integration/installing/reseller/dealer firms
• Manufacturer business development and account representatives
• New and rising employees seeking insights on sales and business growth strategies
• Sales, marketing and operations professionals looking to enhance customer service and executive skills

Course Schedule

Session 1: Security Sales and Business Development Strategies (Aug. 9, 3:00-4:00 p.m. EDT)

Moderator: Kasia Hanson, global IoT video sales director, safety and security, Intel

Panelists:

• Maria Cambria, vice president, sales enablement – solutions, Teledyne FLIR
• Kelsey Carnell, regional sales manager, Axis Communications
• Stephanie Mayes, vice president of sales, SiteOwl

Learning Objectives:

• Identify resources and tactical strategies to succeed in security sales and business development
• Learn to effectively leverage an adaptive sales approach to gain more customers in a competitive, post-pandemic marketplace
• Discuss how versatile sales styles increase your credibility and contribute to positive customer relationships
• Learn why active listening is one of the most important skills in sales that can help you save valuable time

Session 2: Security Sales – A Consultative Approach (Aug. 11, 3:00-4:00 p.m. EDT)

Instructor: Pierre Bourgeix, senior partner and co-founder, butchko-esi

Learning Objectives:

• Learn how a "centers of influence" approach to selling can boost your market access and build credibility
• Discuss procedures for assessing and evaluating the needs of a customer based upon objective, risk and capabilities
• Develop strategic, bilateral relationships to address customer needs while building trust within the industry

Session 3: The Art of Upselling (Aug. 16, 3:00-4:00 p.m. EDT)

Instructor: Maureen Bruen, senior demand generation manager, Honeywell

Learning Objectives:

• Discover how the practice of “upselling” can generate greater revenue and increase value for your customers
• Examine the differences between upselling and cross-selling and develop a strategic sales approach to enhance the customer's use and experience
• Discuss examples of how to succeed in upselling though marketing promotions, ecommerce and email communications

Session 4: Proposals and Presentations That Separate You From the Competition (Aug. 18, 3:00-4:00 p.m. EDT)

Instructors:

• Janet Fenner, president, Defined Marketing
• Tracy Larson, president, WeSuite

Learning Objectives:

• Relate the importance of sales proposals and presentations to winning new deals and creating a competitive advantage
• Identify key elements within your company's existing proposal document to change and improve in the next 60 days – and why
• Learn to differentiate you and your company while delivering a "customer-first" presentation approach

Session 5: Selling to the CISO (Aug. 23, 3:00-4:00 p.m. EDT)

Instructor: Dave Tyson, president, Apollo Information Systems

Learning Objectives:

• Examine the intricacies and differences in selling to chief information security officers (CISOs) and IT leaders and learn how to get the first meeting
• Discuss best practices in customer profiling for cybersecurity leaders’ business development
• Review research results on how CISOs and cyber leaders want to be contacted

Session 6: The Value of Coopetition Within the Security Sales Ecosystem (Aug. 25, 3:00-4:00 p.m. EDT)

Instructor: Colin DePree, sales strategy, North America, SALTO Systems

Learning Objectives:

• Learn how partners and even competitors can help you to increase sales and generate more business
• Discover how to balance competition and brand protection while leveraging partnerships to meet clients’ needs
• Create value and build trust with clients through a collaborative, needs-based approach to sales

Session 7: Selling Security Systems in the 2020s (Aug. 30, 3:00-4:00 p.m. EDT)

Instructor: Chris Peterson, founder and president, Vector Firm

Learning Objectives:

• Develop a full understanding of the evolution of the buying process and how it impacts selling security systems
• Discuss the current state of prospecting and where the practice is heading
• Learn to lead conversations that will be more meaningful for your customers
• Discover how to use new and some not-so-new interpersonal skills to differentiate yourself

SIAcademy LIVE Technical Tracks are practical series for integrator employees and hands-on field teams for practitioners. These course series are designed to strengthen your technical proficiency and learn full considerations related to implementing security systems.

Ideal for:

• Technicians and project managers at systems integration firms and professional services teams
• Security practitioner teams managing electronic security solutions
• New and rising employees seeking additional learning on electronic security solutions
• Sales, marketing and development professionals that need additional technical training

Access Control Systems Technical Track

Covers these important topics:

• Fundamentals: Common systems designs and hardware used in access control
• Credentials and credential management
• Readers and controllers
• Access control software system functionality and common features
• Common system designs, including cloud solutions
• Integrating access control with other security systems
• Essential codes for common building access and egress

Learning Levels: Fundamentals, Intermediate

INDIVIDUAL ACCESS

CORPORATE ACCESS

Course Schedule

Session 1: Essential Codes for Common Building Access and Egress (May 31, 3:00-4:00 p.m. EDT)

Instructor: Rodger Schmidt, technical trainer, Electromechanical Solutions Group, ASSA ABLOY

Learning Objectives:

• Identify where to find applicable code sections in IBC and NFPA Codes online.
• Explain the basics of electronic locking hardware codes
• Understand the importance of the site survey with the occupancy, load and egress in mind when looking to access control a facility
• Discuss the basics for access control doors setup up for delayed egress, controlled egress, maglocks, stairwell and elevator lobbies

Session 2: Mitigating Vulnerabilities With Integrated Access Control Solutions (June 2, 3:00-4:00 p.m. EDT)

Instructors:

• Justin Scheitlin, vice president, chief information security officer, Allegion
• Robert Gaulden, go to market director, multifamily access, Allegion

Learning Objectives:

• Explore the changing landscape for an integrator in an increasingly cloud-native and API-connected world
• Discuss methods used to safeguard assets within a client’s environment and protect their business from natural or manmade threats
• Review operational controls and best practices to secure physical locations where information systems and physical equipment is located

Session 3: Intelligent Access Management: The Value of the End-User Experience (June 7, 3:00-4:00 p.m. EDT)

Instructor: Jon Harris, business vision and strategy, Latch

Learning Objectives:

• Discuss the perspective of the end-user as a building occupant
• Explore the influence of organizational culture on the effectiveness of access controls
• Discover the hidden operational value of access control for end users
• Learn about “enablement” features of intelligent access control systems

Session 4: Credentials and Credential Management (June 9, 3:00-4:00 p.m. EDT)

Instructor: Jeremy Massiet, product manager, IDEMIA

Learning Objectives:

• Define what a credential is and describe its purpose with the access control system
• Review various types of credentials and how they work
• Learn about combination credentials and multifactor authentication
• Discuss methods or controls to provision user access levels based upon the principle of “Least Privilege"

Session 5: Common Systems Designs and Hardware Used in Access Control (June 14, 3:00-4:00 p.m. EDT)

Instructors:

• Marcus Batten, national security consultant, Allegion
• Jeff Bransfield, regional sales manager, American Digital Security
• Brian Coulombe, senior manager of physical security, Americas, Amazon
• Derek Ommert, PSP, vice president, Protus3

Learning Objectives:

• Learn about common components, products and software applications for access control systems
• Discuss basic biometrics technology, measurement techniques and digital forensics
• Identify common incompatibilities and limitations in access control systems technology

Session 6: An Introduction to OSDP Protocols: Understanding Readers and Controllers (June 16, 3:00-4:00 p.m. EDT)

Instructor: Esteban Pastor, product manager, ZKTeco USA

Learning Objectives:

• Discuss basic serial communication standards and protocols
• Describe the security benefits and advanced functionality of OSDP
• Identify common security devices that are OSDP compatible

Course Description

In this technical learning series, we cover essential aspects of video surveillance systems as an integrated security solution. Learn about basic camera systems design, functionality and deployment and take a deep dive into device hardening, video authentication and data protection for hardwired and networked video equipment. By taking this course, you will learn about the tools and methods used to safeguard critical information (data) and be able to advise customers on video system solutions based upon intended use, system requirements and operational controls.

Best of all, this course series aligns with key areas tested by the new Security Industry Cybersecurity Certification (SICC). By taking this course, you will learn key concepts that are covered on the SICC exam in device security, network communications security and information security principles.

This series is ideal for:

• System installation technicians
• Project managers
• Quality technicians
• Engineers (systems, application  and IT) designers, and integration specialists
• Security sales engineers and account managers who need to be knowledgeable on video security system operations and applications

Course Schedule

This course is held as a six-part series beginning Feb. 22 on Tuesdays and Thursdays from 3-4 p.m. EST each of those days. Course dates are Feb. 22 and 24 and March 1, 3, 8 and 10.

Registration

Registration for this course series is $149/$199 (SIA members save $50). Your registration includes access to all course sessions. A 5-seat corporate registration package is $499/$699 (SIA members save $200) and includes registration for five individuals from your company.

Session Descriptions

Session 1: Fundamentals: Common Systems Designs and Hardware Used in Video Surveillance (Feb. 22, 3:00-4:00 p.m. EST)

Instructor: Izzy Sharif, senior solutions trainer, Axis Communications

Learning Objectives:

• Review the primary components and basic operations of digital video surveillance systems
• Understand the basic requirements for each component to produce usable data (information)
• Learn to recognize variables and understand their effect on the final product (video)

Session 2: Basic Operations of Video Surveillance Systems and Integrated Security Solutions (Feb. 24, 3:00-4:00 p.m. EST)

Instructor: Jim Cooper, vice president of technology, Integrated Security & Communications

Learning Objectives:

• Review common network connected edge devices in a security installation
• Identify backup tools used to safeguard critical resources and monitor activity (software and hardware)
• Discuss testing protocols, settings configuration and hardening processes
• Learn about the National Electric Code (NEC) and other common requirements that affect device installation and configuration

Session 3: Protecting Video Management Systems (VMS) and Customer Data in Any Environment (March 1, 3:00-4:00 p.m. EST)

Instructor: David Brent, senior cyber and data security technical instructor, Bosch Security and Safety Systems

Learning Objectives:

• Discuss basic principles of network security systems and data security within a client's environment (e.g., cloud, on premises, off premises, hybrid)
  • TLS and PKI
• Explain security system communication protocols and data encryption protocols and techniques
• Examine different processes for video authentication and how it affects admissibility

Session 4: Fundamentals of Networking and Cabling (March 3, 3:00-4:00 p.m. EST)

Instructor: Darren Giacomini, director of business development, advanced systems, BCD

Learning Objectives:

• Review basic concepts of Layer 2 and Layer 3 networking
• Learn how to design a network for scalability and build appropriate network segmentation into your project
• Discuss key concepts of broadcast, unicast and multicast transmission
• Review basic troubleshooting concepts for physical security networks

Session 5: Challenging Video Scenarios: How to Select the Right Camera Type for the Application (March 8, 3:00-4:00 p.m. EST)

Instructor: Izzy Sharif, senior solutions trainer, Axis Communications

Learning Objectives:

• Discuss principles and methods for determining the objective of a video surveillance system
• Learn what questions to ask to identify and evaluate the operative conditions of the system
• Become familiar with the information in the datasheets and how to read them
• Take advantage of computerized tools to assist you in the process

Session 6: Reliable and Secure Cloud, Mobile and Wireless Services for Video Security Systems and IoT Devices (March 10, 3:00-4:00 p.m. EST

Instructor: Steve Lindsey, Chief Technology Officer, LiveView Technologies

Learning Objectives:

• Learn about wireless connectivity challenges and how to overcome them.
• Consider the management, health, and uptime of wireless connected IoT devices.
• Discuss secure network architecture concepts for security systems design to include cloud, mobile and wireless applications.
• Explain network wireless security standards and protocols.
• Examine vulnerabilities of mobile devices and learn how to mitigate them.

This Course Is Supported By:

• Axis Communications
• BCDVideo
• Bosch
• Integrated Security & Communications