An 8-module sales education series designed to transform DW channel partners from hardware installers into confident managed service providers — covering mindset, business model, customer conversations, objection handling, pricing, and long-term account growth.
Audience
DW CPP Dealers & Installers
Modules
8 Total · ~4.5 Hours of Content
Products
myDW · Spectrum Enterprise · Cumulus · MetaPix
Format
Self-Paced + Live Workshop Options
Design Philosophy
"Most security dealers don't need to learn how to sell. They need to learn that what they already do is selling — and that managed services is the next natural step in a conversation they're already having."
This curriculum is built on one insight: the physical security dealer's greatest sales asset is trust. Every customer they have already decided to buy from them. Managed services is not a cold pitch — it's an extension of a relationship that already exists. The goal of this training is to help dealers see that, and give them the language and confidence to act on it.
Audience
Who This Curriculum Is Built For
🔧
The Installer-First Dealer
Technically strong, sales-light. Has never thought of themselves as a salesperson. Needs confidence and a natural entry point more than tactics.
📦
The Hardware-Focused Dealer
Moves a lot of product through distribution. Understands margin on boxes but has never built a recurring revenue stream. Needs the business case made concretely.
🏗️
The Growth-Minded Dealer
Already successful, looking to scale. Understands that adding managed services to every install changes their revenue profile permanently. Needs the framework to operationalize it.
Curriculum Map
8 Modules — The Complete Sales Education Path
Modules are designed to be consumed sequentially or independently. Each is self-contained — a dealer can start at any point and get value immediately. Recommended delivery: one module per week over 8 weeks, or as a two-day intensive workshop.
1
Module
The Mindset Shift — From Installer to Service Provider
The foundation everything else is built on
Why the transition from one-time installer to ongoing managed service provider is the most important business decision a dealer can make — and why it's less of a leap than it looks. Covers the difference between transactional and recurring revenue, and why dealers who make this shift build more durable businesses.
MindsetBusiness Model
30
minutes
Included
2
Module
The Recurring Revenue Model — What It Actually Looks Like
Making the business case concrete and personal
A practical breakdown of what adding managed services does to a dealer's P&L over time. Uses real numbers — $3/camera/month, 12 and 36-month terms, fleet multipliers — to show what the revenue picture looks like at 10, 25, and 50 customers. Includes a simple customer value calculator dealers can use on their own base.
Business ModelPricing
35
minutes
Included
3
Module
Your Existing Customers Are Your First Market
The warmest pipeline you'll ever have is already yours
How to audit a dealer's existing customer base and identify the highest-probability managed service candidates — by industry, site size, and pain profile. Walks through a simple prioritization framework that turns an existing customer list into a ranked outreach plan. No cold calling required.
StrategySales
30
minutes
Included
4
Module
The Conversation — How to Bring It Up Naturally
Scripts, openers, and the art of not feeling like a salesperson
The exact conversations that work — for new installs, existing service visits, and cold re-engagement with dormant customers. Covers different conversation openers by customer type (multi-site, regulated industry, small business, technical buyer) and how to move from problem identification to proposal without pressure.
SalesConversation
40
minutes
Included
5
Module
Handling Objections — The Real Ones
Every pushback you'll hear and exactly how to answer it
A comprehensive objection library built from real dealer and end-customer pushback in the physical security channel. Goes beyond scripted responses — explains the underlying concern behind each objection and how to address the root of the resistance, not just the surface statement. Covers price, necessity, timing, IT concerns, and competitive alternatives.
ObjectionsSales
35
minutes
Included
6
Module
Quoting and Proposing Managed Services
How to package, price, and present a managed service offer
How to build a managed service quote that wins. Covers channel bundling strategy (mixing key sizes to hit exact camera counts), how to present the 12 vs 36-month comparison in a way that makes the 36-month term the natural choice, and how to fold managed services into a hardware proposal as a line item rather than a separate conversation.
PricingProposals
35
minutes
Included
7
Module
Closing — From Interest to Commitment
How to move a customer from "sounds interesting" to a signed key
Closing techniques that fit the physical security industry's relationship-first culture — no pressure tactics, no tricks. Covers how to use the demo key as a conversion bridge, how to handle the "let me think about it" response, how to set the renewal expectation at the point of sale, and how to recognize when a customer is ready to buy before they say so.
ClosingSales
30
minutes
Included
8
Module
Building and Managing Your MSP Book of Business
How to grow recurring revenue month over month, systematically
The long game. How to manage a growing subscription base — tracking renewals, expanding within existing accounts (upsell on new camera additions), identifying which customers are candidates for upgrade to more advanced platforms, and how to use the myDW portal's health data as a built-in reason to stay in contact with every customer on a regular cadence.
RetentionGrowth
35
minutes
Included
Delivery
How This Curriculum Can Be Delivered
💻
DW University — Self-Paced
Hosted as individual modules on the DW University platform. Dealers complete at their own pace. Ideal for onboarding new CPP members.
📧
Email Drip — One Module/Week
Delivered via the CPP awareness sequence. One module per week over 8 weeks. Low friction — lands in their inbox, no login required.
🎥
Video Series — Recorded
Each module scripted and recorded as a standalone video. Embeddable in the webinar sequence, DW University, and dealer portal.
🏫
Live Workshop — 2 Day
All 8 modules delivered as an intensive in-person or virtual workshop. Ideal for trade show pre-day, distributor partner events, or CPP kickoffs.
Recommended Starting Point
Email drip delivery via the CPP awareness sequence is the highest-leverage entry point — it requires no new platform infrastructure and reaches every newly enrolled dealer automatically. Modules can be hosted as PDFs or simple web pages and linked from the email. DW University hosting is the long-term home.
Ideas Platform Note
This curriculum is a candidate for a third Ideas Platform submission — framed as a dealer enablement program that measurably increases CPP-to-MSP conversion rates. Once baseline conversion data is available from the Salesforce pipeline, the before/after case writes itself.