Why Most Security Sales Reps Never Break Through—And How to Become the Top Performer Property Managers Trust
For more than 20 years in the security industry, I’ve watched one painful pattern repeat itself:
Most sales reps burn out, stall out, or tap out long before they ever reach their true potential.
Not because they’re lazy.
Not because the industry is too competitive.
Not because “property managers only care about price.”
They fail for one reason:
They never learn how to sell VALUE in a bill-rate-driven industry.
If you’re reading this, chances are you’ve felt the frustration firsthand:
- RFPs designed to force you into a race to the bottom
- Property managers comparing you to every low-quality guard company in town
- Losing deals to “we went in a different direction”
- Being treated like an order-taker instead of a trusted advisor
- Trying to find your footing in a career no one truly trains you for
And let’s be honest — the security industry doesn’t make it easy.
Most companies throw you into the field with a list of cold leads, a dated pitch deck, and the classic line:
“Go get some accounts.”
No training.
No system.
No mentorship.
No strategy.
No guidance for earning your first big contract.
That’s exactly why I built Security Sales Coach.
The Hard Truth: The Industry Isn’t Broken — Your Approach Is
The guards aren’t the problem.
The market isn’t the problem.
The bill rate isn’t the problem.
The problem is selling security like you’re selling a commodity.
Let me give it to you straight:
If you’re selling on price, you’re already losing.
Top producers separate themselves with:
- Consultative communication
- Industry intelligence
- Operational insight
- Confidence in their solution
- Understanding of property manager pain points
- Control of the conversation
- Personal branding inside the market
This is how you shift from chasing business…
to becoming the rep property managers WANT to talk to.
Why Security Sales Coach Exists
I’ve personally closed contracts with:
- Retail centers
- High-rise commercial properties
- Multi-site logistics operations
- Industrial facilities
- Multi-million-dollar private portfolios
And the reps who shadowed or worked with me?
They closed more, closed faster, and closed better — every time.
Because when you understand how property managers think, how operations work, and how to position your service…
You stop sounding like a vendor and start sounding like a partner.
Security Sales Coach is here to give you the training I wish I had when I started:
- Real scripts
- Real sales strategy
- Real objection handling
- Real prospecting systems
- Real mindset development
- Real industry knowledge
- Real deal-closing tactics
- Real confidence
Not fluff.
Not generic “sales motivation.”
Not recycled corporate training.
Actual security sales training by someone who’s done it at every level.
The Mission: To Build a New Generation of Security Sales Pros Who WIN
If you’re tired of:
❌ Losing to “cheaper options”
❌ Feeling like you don’t know what to say
❌ Being overlooked
❌ Not being taught what actually works
❌ Wasting time on property managers who just want a warm body
Then this is where your career changes.
Security Sales Coach is built for the rep who wants to:
✔️ Sell high-value contracts
✔️ Build recurring revenue
✔️ Gain industry respect
✔️ Dominate their market
✔️ Become the rep operations WANTS to work with
✔️ Be known, trusted, and chosen by property managers
Your Next Step
This blog marks the beginning.
A new approach.
A new community.
A new standard.
If you’re ready to become a top performer in the security industry, stay tuned — because what comes next will transform the way you sell.
Welcome to Security Sales Coach.
Where security sales reps become security sales professionals.
— Anthony Rumore
Founder, Security Sales Coach
20-Year Security Industry Veteran