Modern Selling: Five Things Salespeople Must Do in 2026

The sales environment in the security industry is evolving faster than ever. To thrive in 2026, salespeople must combine business acumen, emotional intelligence, and technical credibility in every interaction. Here are five must-dos for integration salespeople as we head into the new year:

1. Use AI as an assistant, but stay authentic and present.

AI is transforming sales productivity by logging notes, drafting follow-up emails, and analyzing call sentiment; however, a danger to be aware of in 2026 will be over-automation. Customers are growing weary of AI and increasingly value authentic, human interaction.

The most effective salespeople will use AI to save time behind the scenes so they can spend more time in front of customers. Let AI handle repetitive tasks like drafting emails or summarizing meetings, but rely on your own presence and judgment for relationship-building. AI can process data; humans earn trust, show empathy, and make buyers feel understood.

2. Master the art of meaningful personalization.

Customers no longer tolerate generic outreach. In 2026, personalization means tailoring every interaction to a prospect’s business and personal priorities. Quick online research can surface insights into a company’s strategy or growth, but it is up to you to turn those signals into meaningful conversations.

The best salespeople will combine data-driven intelligence with genuine curiosity. Instead of leading with product features, they’ll say something like, “I noticed you have 11 sites in the region. We’ve worked with other regional banks facing similar challenges – keeping systems updated and consistent across locations can be tough. How are you managing back-ups and patches?” That level of relevance builds credibility and sparks deeper discussions that create value on both sides.

3. Talk about outcomes instead of products or solutions.

Customers no longer buy “access control” or “cloud flexibility.” They buy outcomes, like efficiency, compliance, and ease. Top salespeople in 2026 will translate features and solutions into measurable business results and personal benefits.

Show a university how unified credentials simplify student access, or a hospital how analytics reduce downtime, and price becomes secondary. Speaking the customer’s business and emotional language elevates your conversations, strengthens relationships, and drives higher-margin sales.

4. Educate the market on managed services.

The industry is shifting from one-time projects to recurring partnerships. Cloud platforms, professional services, and health monitoring programs create predictable revenue and stronger client relationships. Although many clients are still in the early stages of this transition, salespeople should lead the conversation. By positioning cloud and managed services educationally and strategically, you’ll establish yourself as a subject matter expert. Even if customers aren’t ready yet, they’ll remember who helped them understand the options, and then turn to you when they are.

5. Execute modern-day prospecting practices.

Traditional cold calling and mass emailing are less effective every year. In 2026, prospecting will look more like community building. Top performers will build micro-audiences on LinkedIn, participate in vertical market groups, and collaborate with marketing to deliver educational content that attracts ideal prospects. Outbound outreach will remain vital, but with a sharper focus. Calls and emails will target a select list of high-priority accounts, and the goal will shift from booking meetings to earning visibility and credibility. When prospects are ready to buy, they’ll already know who you are and trust your expertise.