Sales Advisory for Security Integrators
Win more security integration deals without competing on price.
I'm Chris Wallace. I advise a small number of security integration owners and sales leaders. No programs. No funnels. Just the work.
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If sales still runs through you, it's costing you.
Your pipeline is you.
Most new work comes from your own network and referrals. When you're busy delivering, the pipeline dries up.
You keep losing on price.
Customers stack your bid against the cheapest one, and you end up discounting just to win.
New sellers don't last.
You hire smart people, hand them a quota and little else, and watch them struggle to ramp.
You didn't build a good company to spend your days guessing at sales. It shouldn't depend on one person's calendar, and it doesn't have to.
Trained in the classroom. Proven in the field.
I've sat in your chair. I spent my career with large regional integration companies, including 19 years as a vice president and president. We sold best-in-class solutions, so it was a value sale, not a price sale.
Over 30 years I've generated more than $60 million in revenue, led sales teams, and built value creation plans for companies heading into acquisition. I'm a U.S. Army veteran, and I back it with formal sales training as a Zig Ziglar Legacy Certified Trainer and Coach.
How we'll work together
No programs. Every engagement is built around your team, your market, and your numbers.
Step 1
We talk.
A short call about your numbers and what's not working. No pitch. If it isn't a fit, I'll say so.
Step 2
We find the gap.
I look at your strategy, process, and skills, and find which one is costing you the most revenue.
Step 3
We do the work.
Regular working sessions built around your real deals, pipeline, and team, with a clear next step every time.
Most sales problems come down to one of three things.
We find which one is costing you the most, and fix that first.
Strategy
- Who you target and why they buy
- Positioning against lower bids
- Comp that rewards the right behavior
Process
- Pipeline beyond referrals
- CRM and quoting discipline
- Playbook and onboarding
Skills
- Prospecting and first conversations
- Running a bid, winning on value
- Closing without discounting
What changes when sales stops depending on you.
- A pipeline that fills without you chasing it
- Bids you win on value, not the lowest number
- Sellers who ramp up, close, and stay
- A company that's worth more because it doesn't hinge on any one person
What people say about working with me.
“Thank you again for coming and sharing content at the Sales Kickoff Offsite! The team has not stopped talking about you!”
“I would like to express our profound gratitude for your enlightening presentation that you delivered to the Centurion sales session last Friday. I know that you left an indelible impact on all these young men. Your knowledge and passion in sales inspires me every day.”
“I have yet to meet someone more passionate about sales than Chris Wallace. Operating with a servant heart rooted in Zig Ziglar’s teachings, he leverages tools like DISC to help professionals truly understand their customers. Your team will be ready to run through a wall after learning from him!”
“For the first time in a sales role I truly feel like I am smiling and connecting. Chris takes the best of everything you need to know about sales and communication and meshes it into one perfectly simplified program. If you have the chance to work with him, take it!”
“Working with Chris Wallace was the best professional decision I’ve made. He grounds his coaching in Zig Ziglar’s Choose to Win philosophy — that consistent small choices beat dramatic overhauls every time — and it works. That re-frame changed everything. He helped me turn intentions I’d talked about for years into daily habits I actually keep. Practical, encouraging, and genuinely invested in my growth. I recommend Chris without hesitation.”
“I had the privilege of spending a season with Chris Wallace through our weekly coaching Zoom sessions. During that time, I witnessed firsthand his professionalism, depth of knowledge, and genuine commitment to helping others succeed. Chris teaches principles that build trust, confidence, and lasting business relationships. His decades of real-world experience are matched by his humility, integrity, and willingness to invest in people. I’m grateful to call Chris both a coaching colleague and a friend, and I highly recommend him to anyone looking to grow personally, professionally, or as a sales leader.”
Want to see if we're a fit?
A short conversation. No pitch. If it isn't a fit, I'll say so.
Request a ConversationOr write to chris@thesimplesalescoach.com