ProSource Debuts CI Channel’s First-Ever Sales Training Program

Sales Playbook and online training available now to members

By Alan Wolf, YSN

ProSource, AVB BrandSource’s tech affiliate, has launched an industry first for the custom integration channel: a dedicated training program to help onboard junior sales staff, including those new to the CI business.

The program is comprised of a Sales Playbook and a one-year Sales Pathway training series provided through ProSource University, the largest online learning platform in home tech.

The Sales Playbook represents years of collaborative work with top integrators like Livewire, Hive, Liaison and many others, ProSource said, and was developed in concert with HR partner IntegrateU. “We’re excited to launch the Sales Playbook and help our members attract and retain sales talent,” said Sherry Dantonio, ProSource’s director of education. “Finally, our industry’s inability to hire outsiders and leaving salespeople to fend for themselves without a roadmap is finally a thing of the past.”

Dante Walston, CEO of IntegrateU, added that his company is “grateful for the opportunity to interview dozens of industry pros and use their shared experiences to fuel the creation of the Sales Playbook. It’s exciting to tackle the sales side of the business after transforming what it means to hire and train installers over the past few years.”

ProSource members interested in further customizing and branding their Sales Playbook can learn more at

New hires utilizing the Sales Playbook can also enroll in ProSource University’s Sales Pathway series, which will ultimately include 18 separate learning modules to guide the rookie salesperson through basics like budget qualification, soft skills, lead generation and other sales disciplines. By the end of the course, ProSource said, the fresh recruit “is ready to fly the nest and start contributing to their company’s — and their own — bottom lines.”

The first five Sale Pathway modules are now available on ProSource University, to be followed by the remaining courses in August. For more information, contact Dantonio at (562) 810-1706 or

ProSource is the country’s largest specialty and consumer-electronics merchandising group, representing more than 550 independent retailers and custom integrators. ProSource is renowned within the CI industry for its extensive industry expertise, exceptional vendor relationships and unmatched buying power and resources. ProSource provides a platform for professionals to connect, collaborate, and innovate, setting the standard for excellence in the custom integration industry. To learn more visit

Upcoming Events