EGIA Contractor University

Educational Workshop

Executing The Elevated Consumer Buying Experience (Sales 201)

November 14-15, 2019 - Austin, TX

To truly take sales training to the next level, you need to get away from selling and start engaging and educating customers to discover the right choice and choose to do business with you versus selling them.

Learn the buyer psychology behind a more effective in-home process. Not just scripts and a process, but more of the WHAT, HOW and WHY of being a professional customer communication expert. This one-of-a-kind system that will elevate your company’s status in the consumer’s mind as a “Trusted Authority” and differentiate your salespeople as “Trusted Advisors” to position your company and premium solutions first and foremost in the customer’s mind as offering the quality, value, reliability and uniqueness their desire along with a relationship they can trust for life.

Creating an Elevated Consumer Buying Experience IS NOT the same as selling. This is not your typical sales training course. What you will learn is unlike anything you’ve ever heard in the industry. You are embarking a journey that will allow you change the way people think about you, your company and your product/services, and consider you in a different light than other contractors that simply want to make a sale and differentiate themselves on price.

Homeowners will DISCOVER what options will lead to a better life experience and value for their dollar, a higher return on investment, yield the desired impact, and make them happier, and will CHOOSE to do business with you without you having to apply pressure, haggle on price and SELL them. These customers that have previously long suffered the unsafe, unhealthy, comfort-compromising and energy-wasting experience of their old system will now realize a new level of safety, health, comfort, savings, peace of mind and happiness, and become loyal repeat customers of your company and ambassadors who generate more referrals.

Course Objectives:

  • Learn the self-limiting beliefs and headtrash that restrict you from achieving your potential
  • Develop the mindset, intent, and approach to sales success that feels right and natural
  • Apply communication techniques for having better conversations that advance the buying process
  • Teach customers how to buy and where true value comes from
  • Leverage tools and resources to engage and educate customers to discover why you represent the best value regardless of price
  • Learn how to properly position your company’s value proposition in the stories you share with your customers
    • Be perceived by prospects as a more valuable differentiated solution that is NOT a commodity that can be comparison shopped
    • Neutralize your competition and become the trusted advisor and local expert
    • Convert more sales for more money, more profit while yielding more happy customers, referrals, personal income (earn what you are worth), job satisfaction, and a better life

Presenter Bio

Russ Horrocks

Vice President, HVAC Sellutions

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.