EGIA Contractor University

Educational Workshop

In-Home Sales 201-Delivering an Elevated Customer Buying Experience

March 24-25, 2020 - Kenner, LA

Designed to allow a company to develop a business and operating plan for the year ahead. In addition to conducting a full review of all the company business processes, we will work to then prioritize the company goals. Once we have established all the relevant goals, we can then create a plan.

The plan will consist of a Financial plan, Marketing Plan, Production Plan, and a Human Resources Plan.

We will create a working budget that transcends a one time budget and becomes an operating platform for your company. We will also design a lead forecast, sales, sales closure rates, estimated marketing budget to create those leads, and a forecast for labor an crews, techs maintenance.

We will review all methods of pricing, market and cost based, the methods you may enjoy implementing to increase your sales, as well as consumer promotions for your slower transition shoulder seasons, a break-even calculation, and how to be sure we are making a profit and positive cash flow in any given period.

In workshop we will create a positioning cookbook price system, and analyze how this can be used in your own company. Whether you already have a set price book or not this analysis is essential to know how a company can sell utilizing overhead per crew day, and combining marketing practices in the slower periods.

Finally we will cover all aspects of service management, developing tech lead turnovers and sales, service agreements, accessory sales, and marketing to gain access to new service clients both digitally and also via traditional media.

Topics Covered:


  • Work to prioritize the company goals.
  • Create financial, marketing, production and human resources plans.
  • Create a working budget that becomes an operating platform for the company.
  • Design lead forecasts, sales, sales closure rates, estimated marketing budgets, and a forecast for labor an crews, techs maintenance.
  • Develop a break-even calculation to ensure you are making a profit and positive cash flow in any given period.
  • Cover all aspects of service management, developing tech lead turnovers and sales, service agreements, accessory sales, and marketing to gain access to new service clients both digitally and also via traditional media.

What to Bring (Dealers):


  • A working laptop or device that has EXCEL on it actively working
  • Your company’s organization chart
  • A copy of your previous year’s income statement (final year) – detailed if available
  • A year to date income statement
  • A balance sheet – current
  • Your company’s goals for the coming year PLUS goals for the coming year broken into departments – service/AOR/MTC/commercial/commercial MTC/ etc…. all departments broken down
  • Sales
  • GP Dollars
  • Gross Margin %
  • Sales Growth %
  • Service Agreement growth, renewal, attrition
  • Earnings target – EBIT – also known as operating income
  • Other goals
  • Pay for each field labor person – possible report or just know the wages you pay
  • A month-by-month break down of all sales by department – seasonal sales mix percentages
  • A month-by-month break down of each cost of goods sold – by department if possible
  • Your system or method of pricing
  • The flat rate or time and material labor rate used in service departments
  • Sales closure rates
  • Average tickets for service, plumbing, HVAC, Drain, and Retail Sales
  • Lead tracking if available – cost per lead
  • Where you got your lead sources from and those cost per leads
  • # of maintenance agreements and renewal percentages
  • Percentage of leads from service and maintenance
  • Lead turnover ratio’s – calls run, lead turned, what ratio

Who Should Attend?


  • Owners of Trade Businesses

Presenter Bio

Russ Horrocks

Vice President, HVAC Sellutions

HVACSellutions.com

Russ Horrocks emerged as one of the most successful Comfort Advisors in America in the mid-90’s. Russ quickly took to sharing his unique knowledge of buyer psychology with sales forces across the country. He turned his profession into a passion, educating and coaching in-home sales and service advisors to understand the critical skills necessary to achieve results far exceeding personal mindset limitations and corporate expectations.

Most trainers preach about product and process. Russ teaches and coaches his sales and service protégés not only about what to do in the home and how to do to it, but more importantly, why. Why leads to a purpose allowing the people his students serve to build a strong connection based on a position of trust, confidence, competence and credibility. When matched with the creative execution of a process built to work with human nature and how people want to buy, it yields explosive growth.

Having mastered the sales process, in 2011 Russ joined with business development specialist, Drew Cameron, as Vice President of HVAC Sellutions to help clients enhance the performance of their entire business, and transcend growing one person or department at a time. Together they work in the trenches with their clients in every facet of building successful home services businesses.

Clients embrace Russ’ detailed holistic approach to assessing a company’s people, present state and potential. Drawing a blueprint for success, he collaborates with clients onsite, online, and on-the-phone to achieve operational excellence with a hands-on strategic approach to growing people and implementing profit-based processes and systems. Clients benefit from Russ’ 20 years of knowledge and national experience, along with his relentless pursuit of building happy, effective, top-performing professionals and developing a culture of success and achievement.