About

Security Sales Coach, founded by 20-year security industry veteran Anthony Rumore, is the premier training and development platform built specifically for sales professionals and security companies determined to elevate their performance, grow recurring revenue, and break free from the low-bill-rate race that has plagued the industry for decades.

With firsthand experience selling security services across every major vertical—ranging from local retail centers and residential communities to multi-state commercial portfolios—Anthony has seen the challenges that frustrate sales reps, the gaps that weaken security companies, and the mistakes that cause organizations to lose high-value contracts long before the proposal is ever submitted. Security Sales Coach was created to fix this.

Our mission is simple: transform the way the security industry sells.

We deliver corporate training programs that strengthen entire sales teams, teaching them how to communicate value, articulate operational strengths, and confidently overcome the objections that property managers, facility directors, and procurement teams bring to the table. Instead of competing on price, we teach companies how to position themselves as strategic partners—trusted providers who solve real problems and deliver measurable impact.

Security Sales Coach provides a comprehensive suite of training and development tools, including:

Corporate Sales Training for Security Companies
Custom programs designed to level up entire sales departments, align teams with modern sales strategies, and sharpen their ability to close high-quality, high-margin accounts.

One-on-One Coaching for Security Sales Professionals
Personalized mentorship focused on improving communication, industry knowledge, prospecting, follow-up strategies, and objection handling.

Value-Based Selling Frameworks
Proven methods that help sales reps differentiate themselves from competitors and remove reliance on “lowest bill rate” tactics.

Objection Handling Mastery
Training that equips teams with the confidence and precision to counter common objections such as budget limitations, previous vendor issues, RFP challenges, and the dreaded “we went in a different direction.”

Content, Scripts, and Sales Tools
Ready-to-use messaging, templates, outreach frameworks, and meeting systems that streamline the sales process.

Leadership and Business Development Consulting
Strategic planning to help security company owners improve their sales operations, brand positioning, and lead generation.

By blending real-world experience, tactical sales systems, and modern communication strategies, Security Sales Coach empowers sales reps to stand out in a crowded industry—an industry where too many professionals are still chasing low-price RFPs instead of positioning themselves as the premium solution.

Whether you’re building a new sales department, improving the skills of your existing team, or trying to win more profitable contracts, Security Sales Coach gives security companies the clarity, structure, and confidence needed to scale with purpose.

Led by the direct, results-driven voice of Anthony Rumore, the program is designed for security leaders who want to win bigger, close smarter, and generate long-term growth without sacrificing profit or credibility.

Security Sales Coach isn’t just another training program—it’s the future of how the security industry sells.