Ask Like an MSI: Live Discovery Questions You Build and Practice in One Hour
2026-06-23 11:00 - 12:00 (America/Chicago)
In one live hour, your team will build and practice the discovery questions that turn an integrator into a Master Systems Integrator.

The MSI Shift Starts With Better Questions, Not Better Boxes

NSCA has been clear about where this industry is heading. The integrators who win the next decade will not be the ones who install the most boxes. They will be the ones who own outcomes across AV, security, life safety, building controls, and IT. That is the Master Systems Integrator model, and the new MSI Playbook gives NSCA members the what and the how of making that move.

The Playbook makes one thing impossible to ignore. The very first capability of a Master Systems Integrator is not engineering or project management. It is asking strong discovery questions. That is the gap this session closes, and you will close it by doing, not watching.

Most integration sales conversations still revolve around device counts, room lists, and product specs. You cannot sell an integrated outcome with a product pitch. The MSI does not start in engineering. It starts with the questions your salespeople ask in the first meeting.

A Bigger Share of the Budget

Move past device counts and product specs to own the integrated outcome across the building, and the larger technology budget that comes with it.

Stickier Customer Relationships

When you design around how the customer measures success, you become the one handshake they keep coming back to.

Recurring Revenue Tied to Results

Outcome conversations open the door to managed services and recurring revenue, not one-time installs.

Your Two Guides for the Hour

Mike Abernathy

Director of Business Resources, NSCA

A leading voice on the Master Systems Integrator model, Mike opens the session with the MSI opportunity and a look inside the new MSI Playbook.

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Jon Ray

Chief Revenue Officer & Associate Partner, Integration Channel, revenueify

With 15+ years helping integrators grow recurring revenue, Jon introduces the F.I.N.D. Interview System® and why discovery is the first MSI capability.

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How the Hour Runs

This is a working session built around the F.I.N.D. Interview System®, the discovery engine inside Customer Focused Selling®. F.I.N.D. moves the conversation away from “what do you need installed” toward “what outcome are you trying to own across your building.” It uncovers how people use the space, where risk shows up, how operations run today, and how the customer will measure success. Those are the exact inputs NSCA says a Master Systems Integrator must design around.

1. Mike Abernathy opens with the MSI opportunity for NSCA members and a look inside the new MSI Playbook.

2. Jon Ray introduces the F.I.N.D. Interview System and why discovery is the first MSI capability.

3. The group builds real Fact and Important Business Objective questions together, the two question types that qualify and shape every MSI opportunity.

4. You put those questions to work in the revenueify AI Coaching tool, practice them live, and get instant feedback on what to sharpen.

You will not leave with notes about discovery. You will leave with discovery questions you built, rehearsed, and improved in real time.
