Comprehensive Sales Training: FETS, FSW AI Suite & FSW AIVA
Day 1: The Foundation - The Consultative Approach
Objective: To understand the fire and safety industry, its key challenges, and our consultative sales philosophy. You will get a high-level overview of our three core products and how they fit into the market.
The Fire & Safety Industry Landscape
The fire and safety industry is built on a foundation of trust and compliance. It is a mandatory service, not a luxury. For decades, it has been a relationship-driven business often managed by pen, paper, and spreadsheets. The industry is now at a crucial inflection point, facing a digital transformation. Businesses that adapt will thrive; those that don't will be left behind. Our role is to be the trusted partner in that transformation.
Our Sales Philosophy: The Trusted Consultant
Your goal is not to "sell software." Your goal is to solve business problems. We operate with 100% transparency and empathy. Your success comes from deeply understanding a prospect's challenges and connecting them to a logical solution. The key skills for this role are curiosity, active listening, and problem-solving.
High-Level Product Introduction
Our products work together to create a complete ecosystem for a fire and safety business:
- FETS (FSW Equipment Tracking System): The Operational Backbone. This is the digital replacement for the clipboard and the filing cabinet. It streamlines the core, day-to-day work of technicians and office staff, focusing on efficiency, compliance, and accuracy.
- FSW AI Suite: The Business Growth Engine. This suite goes beyond operations. It answers the question, "How do I grow my business?" It tackles sales, marketing, and customer reputation to build a more profitable and valuable company.
- FSW AIVA: The 24/7 Digital Sales Rep. This is the friendly face at the digital front door. AIVA engages website visitors in a human-like way to answer questions, qualify leads, and book appointments, ensuring no opportunity is ever missed.
Daily Actionable Task
Review the provided CSV of fire contractors. Select 5 companies. Visit their websites and, in a notebook, write down: 1) The primary services they offer (e.g., sprinkler inspection, alarm installation), and 2) Your first impression of their professionalism based on their website.
Day 2: The Empathy Engine - Understanding Your Customer
Objective: To conduct deep, empathetic research that uncovers a prospect's likely business challenges before you ever pick up the phone, making every call relevant and respectful.
Ideal Customer Profiles (ICPs)
We serve two primary types of leaders in the fire safety space.
| ICP 1: "Frank the Contractor" | ICP 2: "Elizabeth the Manager" |
|---|---|
| Small Business Owner (2-20 Employees) An expert technician who built his business on good work. He wears many hats: owner, estimator, and sometimes even tech. |
Regional Leader (21-50 Employees) A Regional Manager or Director of Ops focused on growth, profitability, and brand consistency across multiple locations. |
| Biggest Pains: Wasting time on paperwork, losing jobs to Google competitors, struggling to get reviews, overwhelmed by missed calls and admin tasks. | Biggest Pains: Inconsistent brand reputation online, high customer acquisition costs, lack of automation slowing growth, proving marketing ROI. |
| Primary Goal: Get more profitable local jobs and spend less time on paperwork. | Primary Goal: Increase market share, improve operational efficiency, and implement scalable systems. |
The Pre-Call Research Checklist
Before every call, spend 5 minutes finding answers to these questions. This is your intelligence-gathering phase.
- Website Health Check:
- Do they have a simple contact form, or something more advanced like a chat widget? (Opportunity for AIVA)
- Does their site look modern and professional? Do they list specific NFPA codes? (Context for FETS & Fire Safety Works)
- Is there a "Careers" page? Are they hiring technicians? (This is a huge buying signal – it means they are growing but are likely strained operationally).
- Google Business Profile (Search "[Company Name] in [City]"):
- How many reviews do they have? What is their average star rating?
- When was their last review? Are they responding to reviews? (Major opportunity for Fire Safety Works)
- How do they rank against competitors on the map? (Major opportunity for Fire Safety Works)
- LinkedIn Reconnaissance:
- Find the owner, General Manager, or Operations Manager. This is your target contact.
- Look at their activity. Did they recently post about a company achievement or a challenge? (This is gold for your opening line).
Daily Actionable Task
Using the 5 companies from yesterday, complete a Pre-Call Research Checklist for each. Identify one potential pain point and craft one personalized opening line for each company. Example: "Hi John, I saw on Google you have some fantastic 5-star reviews, but the most recent one was from six months ago. I was calling because we help great companies like yours automate that process..."
Day 3: The Solutions - Mastering the Products
Objective: To understand our platforms not as a list of features, but as a suite of solutions to your customers' real-world problems. We will use the Problem -> Solution Story framework.
Product Deep Dive: FETS
For contractors buried in paperwork, FETS is a simple, mobile-first platform that digitizes your entire field operation, from inspection to inventory, ensuring compliance and eliminating double-entry.
| The Problem | Solution Story (The Business Impact) |
|---|---|
| "My inspection reports are a mess." Technicians use paper forms, handwriting is illegible, and reports are often lost or incomplete, creating huge compliance risks. | "Imagine your tech finishes an inspection. The compliant, professional report with photos is automatically generated and emailed to the customer before he even leaves the site. You've eliminated hours of office paperwork and created an unbreakable audit trail." |
| "We lose money on missed deficiencies." A technician flags a faulty extinguisher or a broken sprinkler head, but that note gets lost and never becomes a quote for a high-margin repair job. | "Picture your tech scanning a QR code on an extinguisher. The app shows its full history. He flags a failure, and with one tap, that deficiency becomes a line item on a quote with pre-set pricing. The customer can sign right on the screen, turning a cost center into a profit center instantly." |
Product Deep Dive: FSW AI Suite
Fire Safety Works is a growth engine for your business. We handle the sales, marketing, and reputation management so you can focus on the work.
| The Problem | Solution Story (The Business Impact) |
|---|---|
| "My estimators waste all day in traffic." The cost of fuel and windshield time for unqualified site visits is killing profit margins before the job even starts. (Guardian Live Module) | "Imagine your top estimator handling 5 qualified virtual surveys from their desk before lunch. They see the job site via a simple video link on the customer's phone, confirm it's a fit, and build a precise quote in minutes. You're not just saving gas; you're multiplying the impact of your best people." |
| "We're a great company, but we're invisible on Google." Cheaper, lower-quality competitors show up first in local search results and steal inbound leads. (FSW AI Suite) | "Picture a building manager urgently searching 'NFPA 25 inspection near me.' Your company appears at the top of the map with a professional profile and dozens of 5-star reviews. They don't bother calling anyone else. You just became the go-to authority in your area." |
| "It's like pulling teeth to get Google reviews." Happy customers are willing to leave reviews, but the process is cumbersome and techs forget to ask. (FSW AI Suite) | "Imagine your tech finishes a job, the client scans a QR code on the invoice, taps 'post,' and you have a new 5-star review before the tech leaves the parking lot. Your online reputation now grows automatically with every successful job." |
Product Deep Dive: FSW AIVA
FSW AIVA is a 24/7 AI-powered sales rep for your website. It engages visitors with human-like video conversations to book qualified appointments, so you never miss a lead again.
| The Problem | Solution Story (The Business Impact) |
|---|---|
| "My website gets traffic, but the contact form is a black hole." Leads are lost after hours and on weekends. By the time someone follows up, the prospect has gone cold or found a competitor. | "Picture a facility manager browsing your website at 8 PM on a Sunday. Instead of a lifeless chat bot, they're greeted by a friendly AI avatar that answers their questions about your services and books a qualified appointment directly on your calendar. You just captured a lead your competitor will miss on Monday morning." |
| "Traditional chatbots are clunky and impersonal." They frustrate customers with "I don't understand" messages and fail to capture the personality of the business, leading to a poor user experience. | "Imagine turning your website from a simple brochure into your best salesperson. AIVA doesn't just answer questions with text; it builds trust through face-to-face interaction, creating a 'wow' experience that differentiates you from every other contractor in town and increases conversions by over 250%." |
Daily Actionable Task
For the 5 companies you researched, write a one-sentence pitch for each of the three products, tailored to their likely pain points. Example for FETS: "I saw you have a team of 10 technicians, and I was wondering how you're currently handling inspection reporting to avoid the hassle of paperwork."
Day 4: The Conversation - Prospecting & Value Presentation
Objective: To learn the structure of a high-impact, low-pressure prospecting call and how to handle initial objections with confidence and empathy.
Anatomy of a Value-Driven Call
Our call script is a framework, not a word-for-word mandate. The goal is to guide a natural, consultative conversation.
- The Permission-Based Opener: Start with respect for their time. "Hi [Name], this is [Your Name] with Fire Safety Works. I know I'm catching you out of the blue, do you have 30 seconds?"
- The Context Bridge (Using Your Research): Immediately show this isn't a random call. "I was looking at your website and saw you specialize in commercial sprinkler systems in the Dallas area..."
- The Problem Hypothesis: State a common problem that you can solve. "...and I work with other contractors who are finding it increasingly difficult to stand out on Google against the national brands. I had a quick question for you on that."
- The Discovery Question: Ask a thoughtful, open-ended question. "How are you currently handling your online presence to make sure local building managers find you first?"
- Listen & Pivot: Based on their answer, pivot to the relevant solution story. If they say, "We don't do anything," you pivot to FSW AI Suite. If they say, "We have bigger problems, my techs are drowning in paperwork," you pivot to FETS.
- The Close (for a Demo): Your goal is not to sell, it's to book the next step. "It sounds like this is something worth exploring. I'm not the product expert, but I can set up a 15-minute call with my director, who can walk you through exactly how it works. Would you be open to that?"
Handling Objections: The "Acknowledge, Align, Advance" Framework
Never argue. Always validate their point, find common ground, and then offer a new perspective.
- Objection: "Not interested."
- Acknowledge: "That's completely fair, I called you out of the blue."
- Align: "Most people I speak with say the same thing."
- Advance: "Just so I know I'm not wasting your time in the future, are you currently using a digital system for your inspections, or is it mostly pen and paper?" (This re-engages them with a question).
- Objection: "We already have a system for that." (Re: FETS)
- Acknowledge: "That's great to hear, it puts you ahead of many competitors."
- Align: "We find that while many systems are good at tracking, they're not built to automatically turn deficiencies into revenue opportunities."
- Advance: "Are you finding it's a seamless process to go from a failed item in the field to a signed quote for the repair work?"
- Objection: "Just send me an email."
- Acknowledge: "Absolutely, I can do that."
- Align: "To make sure I send the most relevant information and don't waste your time..."
- Advance: "...could you tell me which of these is a bigger focus for you right now: streamlining your field operations or generating new inbound leads?" (This qualifies their interest so your email is targeted).
Daily Actionable Task
Pair up with your trainer for role-playing. You will be the caller, the trainer will be the prospect. Your goal is to get through the script and handle one brush-off objection. The trainer will embody "Frank the Contractor" (skeptical of tech) and "Elizabeth the Manager" (only cares about ROI).
Day 5: The Arena - Practice, Feedback & Live Calls
Objective: To build real-world confidence through intensive mock calls, understand how your performance will be measured, and make your first live calls in a supportive, no-pressure environment.
Intensive Role-Playing Gauntlet
We will run through a series of rapid-fire mock call scenarios. The goal is not perfection, but to build muscle memory for your opening, your discovery questions, and your objection handling. After each call, we will use a simple feedback model: "What went well?" and "What's one thing to try differently next time?"
Measuring What Matters: Your Key Performance Indicators (KPIs)
Your success is a process, and we measure it to help you improve. We are not focused on pressuring you for outcomes; we are focused on coaching your inputs.
- Activity (Input): Number of dials made.
- Effectiveness (Input): Number of quality conversations held (i.e., you got past the opener and asked a discovery question).
- Result (Output): Number of qualified appointments booked.
We will focus entirely on the first two inputs for your first month. The results will follow naturally from quality conversations.
Entering the Arena: Your First Live Calls
- The Mindset: Your only goal for your first 10 live calls is to have conversations and learn. Booking a meeting is a bonus. There is zero pressure to perform. This is about applying your knowledge and gathering real-world intelligence.
- The Process: We will make the first 5 calls together. The trainer will be on mute, listening in, and we will debrief for 2 minutes after each call to celebrate successes and identify learning opportunities.
"The amateur practices until they can get it right. The professional practices until they can't get it wrong."
Daily Actionable Task
Make your first 10 live calls with the trainer's support. After the session, write down one key thing you learned from a real prospect and one thing you are proud of. Welcome to the team!