Lesson

2.1

The Customer Landscape

Welcome to Module 2. In this first lesson, you'll get to know your audience. Understanding the key decision-makers in the correctional industry—and what they truly care about—is the foundation of a successful, consultative sales approach.

Jail Administrators & Wardens

  • What They Care About: The day-to-day operational reality of their facility. Their focus is on suicide prevention, managing detox cells, officer burnout from staffing shortages, and mitigating the immediate liability risk of a critical incident.

  • Buying Priorities: They need reliable, cost-effective solutions that solve an immediate, tangible problem. They are often looking for systems that are easy to implement, require low maintenance, and provide immediate support to their staff.

Sheriffs

  • What They Care About: The overall safety, liability, and reputation of the facility under their command. As elected officials, they are also highly attuned to public perception and the political ramifications of any incidents.

  • Buying Priorities: They need proven technology that can be shown to tangibly improve inmate safety and officer welfare. A key motivator is the ability to point to a modern, proactive solution as a sign of a well-run facility.

State Department of Corrections (DOC) Officials

  • What They Care About: A higher-level, system-wide view. Their primary concern is ensuring every facility under their jurisdiction meets the same high standard of care and complies with oversight mandates from agencies like the ACA and NCCHC.

  • Buying Priorities: They look for scalable solutions that can be deployed uniformly across multiple facilities. They prioritize technology that provides centralized, data-driven accountability to prove system-wide compliance.