Commercial Service Sales

What Our Students Are Saying...

Wonderful learning experience.

Best training class I've attended - I would recommend it to anyone (in sales).

I have been in several sales programs and this is on a higher plain!

This is by far the very best training I have ever been exposed to in my past ten years in management and sales.

This five-day seminar will enable both new and experienced service sales professionals to develop or enhance the fundamental skills required to sell commercial HVAC/R service contracts. Participants will also learn the art of service territory and account development. The graduate from this seminar will have the tools and training to perform the complete commercial service contract sales functions.

Who Should Attend

Experienced and new commercial service sales professionals who wish to develop or enhance fundamental HVAC/R selling skills in order to promote ideas, products, services, and their company.

Skills and Insight Gained

• Become an effective service sales professional.
• Develop an understanding of your company’s market position.
• Develop territories/key accounts by establishing sales strategies and tactical plans.
• Develop action plans focused on fulfilling customer requirements.
• Create relationships, not just sales, that will lead to continuous opportunities.
• Prioritize your sales funnel activities based on probability of close.
• Perform accurate equipment and system condition surveys and service estimates.
• Develop and write professional commercial service contract proposals.
• Successfully position and close the commercial service agreement proposal.

What You Will Learn

Day One
8:30 AM–4:30 PM

Sales 101

This section instructs the participant in the fundamentals of salesmanship, establishing rapport, probing, listening, exploring options, presenting solutions, handling objections, and selling benefits. It provides participants the opportunity to practice the materials through real life role playing in commercial service sales situations.

Day Two–Day Five
7:30 AM–8:30 AM

Equipment/Systems Maintenance Strategies

This section instructs the salesperson on all major HVAC/R equipment types by function, typical locations found, and the recommended maintenance tasking procedures and frequencies.

Day Two
8:30 AM–4:30 PM

Traits of a High Achiever Salesperson

Review of the core and skill-specific competencies demonstrated by a high-achiever salesperson. Learn the importance of knowing your markets, products/services, competitors’ product/services and having the sales skills to successfully position yourself with your customers. You’ll be given analysis tools to assess your competencies and to develop or improve on competencies on a continuous basis.

Introduction to the HVAC/R Industry by Market Sectors

This introduction to the HVAC/R maintenance industry provides profiles of the various Commercial, Institutional, Government, Retail, and Industrial market sectors. This is the who, what, when, where and how these sectors typically buy HVAC/R services.

Building Owner/Operator Roles and Functional Responsibilities

Learn profiles for the various commercial, industrial, institutional and government market sectors. Each profile explains the building owner/manager roles and functional responsibility profiles, what drives their business and what services they typically out-source. This section stresses the importance of fully understanding your customer’s needs in order for the salesperson to find ways to add value.

Assessing Your Company’s Capabilities and Market Position

Learn to identify what service capabilities your company has and what position it has in the market. You will be able to focus sales activity in the most profitable markets where your company adds the most value and has the most chance for success.

Competitor Profiles

Learn about the various types of competitors to the HVAC/R contractor. Learn how to identify competitor “weaknesses” so you can successfully position your company with your customers.

Day Three
8:30 AM–4:30 PM

Target Marketing Strategies

Learn how to use the information from the previous day’s workshops to develop your own target marketing direct sales strategies and tactics.

Prospecting Strategies

Discover how you can develop successful strategies and tactics to get to the key decision-makers. This section includes topics on direct mail, telemarketing, developing referral systems, and how to link maintenance service proposals to new equipment installations.

Territory and Time Management

Learn how to develop and implement a well-structured Individual Sales Strategy and Tactical Plan. The plans cover how to sell and position your HVAC/R services by sector, sales funnel development, salesperson individual break-even analysis, and direct sales time and territory management. This section stresses monitoring, reporting and performance management of plans.

Qualifying Opportunities

Develop Account Profiles to identify if the opportunity is real, worth it, and winnable. This section develops your ability to quickly qualify and prioritize deals by greatest return on your time, and what will maximize your company’s profits.

Day Four
8:30 AM–4:30 PM

Building System Surveying and Equipment Data Gathering

Learn how to conduct a building HVAC/R survey. Explore information gathering strategies to identify age, hours of operation, accessibility, and past problems, as well as obtaining as-built drawings and copies of existing HVAC/R vendor contracts.

Estimating Service Contract Strategies

Learn how to estimate profitable service contracts. You will be given several sample facilities to estimate from the HVAC/R Estimating Manual provided with this program.

Service Contract Proposal Writing Strategies

Develop professional HVAC/R maintenance proposal strategies to win the business. You will receive template Word proposals which will allow you to quickly give your customers professional and multi-option flexible solutions while reducing the liability and risk to the company.

Day Five
8:30 AM–4:30 PM

Case Studies — Surveying, Estimating and Proposal Writing

Analyze real life case studies and practice all of the functions necessary to develop and present profitable maintenance proposals.

Sales Resource Guide

All of the course materials and workbook case studies are presented in a Sales Resource Guide which each student receives at the beginning of the program.