A 20-year industry veteran launches a first-of-its-kind platform designed to break the security industry’s low-rate culture by training sales reps to sell value, overcome objections, and close higher-quality contracts.
CHICAGO – Industry veteran Anthony Rumore today announced the official launch of SecuritySalesCoach.com, a professional development and training platform designed to eliminate the security industry’s long-standing reliance on low-bill-rate selling. The platform is built to empower sales representatives with the skills, confidence, and strategy to sell value, overcome objections, and close higher-quality contracts.
With more than 20 years of frontline experience in the security industry—including business development, operations, contract negotiation, and major commercial deployments—Rumore has seen the same cycle repeat across the country:
Security companies are slashing rates to win bids, sales reps are lacking the tools to communicate value, and clients are receiving inconsistent service due to budget-driven decisions.
Security Sales Coach was created to break that cycle.
A Direct Answer to the Industry’s Biggest Pain Points
The private security market has matured, yet many sales teams are still operating with outdated approaches. Modern property managers expect:
- Professionalism
- Operational strength
- Advanced reporting technology
- Consistency and accountability
- Clear value tied to risk mitigation
Instead, too many sales reps are forced into low-bill-rate battles they can never win—resulting in shrinking margins, burned-out security officers, and declining service quality.
Rumore’s new platform takes direct aim at these issues by delivering training that teaches reps how to:
- Confidently present value-based solutions
- Communicate operational advantages
- Avoid price-driven selling traps
- Position their company as a long-term strategic partner
- Handle objections with confidence and clarity
- Strengthen professional credibility with property managers and decision-makers
“If you’re selling security based on who can give the lowest bill rate, you’ve already lost. The industry has to evolve,” said Rumore. “Security Sales Coach exists to elevate reps who want to win the right way—by leading with value, industry knowledge, and trust.”
Training Reps to Overcome Objections—The Skill Most Reps Lack
A core component of the Security Sales Coach platform is its structured, real-world objection-handling curriculum.
Reps learn how to dismantle the most common barriers that cause lost contracts, including:
- “Your price is too high.”
- “We went in a different direction.”
- “Our budget is limited.”
- “We just need someone there, nothing fancy.”
- “How do I know your company can actually perform?”
Through strategic frameworks, scripts, mindset training, and real-industry examples, Rumore equips reps to turn objections into opportunities—improving win rates without sacrificing bill rates or service integrity.
A Platform Built by Experience, Not Theory
Rumore has closed multimillion-dollar contracts with property managers, retail centers, residential communities, industrial sites, and national portfolios. His coaching is grounded in real-world experience and reflects what actually works in today’s competitive market.
His background includes:
- 20+ years in private security
- Extensive work with property managers across multiple sectors
- Proven success in selling high-value, multi-site contracts
- Training sales teams across the U.S.
- Deep knowledge of commercial real estate buying triggers
This foundation becomes the backbone of Security Sales Coach’s training modules, mentorship programs, and downloadable tools.
New Website and Social Channels Now Live
The official launch of SecuritySalesCoach.com introduces a full suite of resources, including:
- Value-based sales coaching
- Objection-handling masterclasses
- Sales team development
- Industry-focused training videos
- Scripts, templates, and practical tools
- Daily guidance through LinkedIn, TikTok, Instagram, and YouTube
Everything is designed to help security sales professionals stop competing on price and start competing on value.
A Needed Shift for the Security Industry
As security requirements grow more complex, companies can no longer afford to underprice services or undertrain sales teams. Security Sales Coach delivers the tools and mindset required to elevate the entire industry, one sales professional at a time.
For more information, visit https://securitysalescoach.com/
Contact
Anthony Rumore
anthony@growmysecuritycompany.com
