axis_academyAxis Communications, Chelmsford, Mass., announced that Axis Communications’ Academy has added “Sales Essentials,” a one-day, instructor-led training to provide channel partners with the best strategies and system demonstration tips to maximize success in selling IP video. This course was expected to be added to Axis’ curriculum in the United States and Canada starting on August 27.

Sales Essentials provides an all-around approach to improving IP video sales by training on the importance of the video surveillance sales cycle, selling against objection and developing communications strategies that focus on the value of network video to meet the customer’s needs. Axis instructors also will provide guidance on how to properly demonstrate network cameras as well as discuss resources available to Axis Channel Partners, including pre- and post-sales support, vertical market solutions and the complete ecosystem of the Axis partner network.

“Our existing Axis Communications’ Academy curriculum tackles the technical aspects of IP video through various courses that prepare partners to become Axis Certified Professionals. Today, they’re well equipped to answer the ‘how’ behind network video,” said James Marcella, director of Technical Services, Axis Communications Inc. “With Sales Essentials, we’re arming our partners with the best information possible to answer, ‘Why network video?’”

The course will cost $99 to attend and all participants will receive an AXIS M3004-V fixed dome network camera, along with additional collateral and sales tools to take what they learned out in the field.

Following the Sales Essentials seminar, participants will be able to:

  • understand the importance of utilizing the entire sales cycle, from prospecting leads to securing repeat business;
  • identify best practices for presenting IP video surveillance solutions to end-customers;
  • develop unique business strategies for increased sales; and
  • effectively utilize their full Axis partnership for sales, marketing and technical support.

The course will be held in Detroit on Aug. 27, in Chicago on Aug. 28, and Cincinnati on Aug. 30 — before heading to more than 30 cities, including Denver, Houston, Miami, Minneapolis, New Orleans, Philadelphia, San Diego, Seattle and at Axis’ North American Headquarters in Chelmsford, Mass. For a complete listing of U.S. courses, visit

Sales Essentials courses in Canada will begin in Toronto on Oct. 2, and then take place in Montreal (Oct. 4), Calgary (Nov. 20) and Vancouver (Nov. 22). For more information, visit