SIAcademy LIVE!

SIAcademy LIVE!

NEW! Instructor-Led Virtual Courses to Help You Grow Your Business and Technical Know-How

SIAcademy LIVE! e-learning programs are presented as tracks with 4-7 hours of training each. These live virtual courses are designed to accelerate your business growth, covering topics like how to do business with the government, how to optimize challenging parts of your integration business and cybersecurity for physical security pros and even technical training on video and access control systems.

The Basics

  • Instructor-led live online programming: Just like SIA’s popular Security Project Management courses, our SIAcademy LIVE! programs are all led by SIA-selected expert instructors in a small-group type format (maximum class size is 25 students). Expect lots of interaction; come ready to ask questions, bring your problems and share collaboratively with other students.
  • 4+ hours of training per course: You'll attend weekly classes covering important topics with each series.
  • 100% virtual! Our e-learning format makes it convenient to fit this into your busy schedule.
  • Missed a class? Don’t worry; all sessions will be recorded for your on-demand access.
  • Certificate of Completion: Once you complete a series, you will receive an official SIA Certificate of Completion, attesting your knowledge in this area.
  • SIA Center of Excellence quality content: Each SIAcademy LIVE! learning series is approved as SIA Center of Excellence content, ensuring it is thorough, vendor-neutral and highly informative.

Purchase Access to SIAcademy LIVE! Learning Programs

  • Individual Access: Purchase your access to a SIAcademy LIVE! series for just $149 ($149 for SIA members; non-member rate is $199). Your ticket includes access to all sessions/dates within that course.
  • Corporate Access Package: Purchase access to any SIAcademy LIVE! series for any 5 employees for just $499 ($499 for SIA members; non-member corporate package is $699 for 5 employees).

SIAcademy LICE! Security Sales and Business Development. Course begins Aug. 9
Next Course Offering:

Security Sales and Business Development
Aug. 9-30, 2022



2022 SIAcademy LIVE! Courses

SIAcademy LICE! Security Sales and Business Development. Course begins Aug. 9About 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


  • 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)


  • 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

2021 SIAcademy LIVE! Courses

SIAcademy LIVE!