EGIA Contractor University

Educational Workshop

Sales Execution: Differentiate, Engage and Educate for Maximum Results

September 17-18, 2019 - Anaheim, CA

Sales/Selling is a myth. People choose to buy, or they choose not to buy. The choice is always theirs to make. Attempting to sell people typically yields a lot of hysterical hyperactivity with marginal and inconsistent results, company revenue and personal income, which in turn yields emotional ups and downs for salespeople and business owners.

People + Process = Performance: To eliminate erratic performance results, you will learn a value of executing a process in which you are no longer selling, closing, and overcoming objections. You will change your focus to guide the customer to choose how they want to proceed through a process of engaging, educating, investigating, exploring, sharing, empowering, consideration, discovery, and allowing the freedom of choice to yield a better customer experience and greater performance results.

We will do a deep dive on each step of the process so you can understand the importance of shifting from selling to the natural evolution of discovery. You will learn exactly what to do and begin to understand the psychology of how, why, and when to do everything, and what the customer takes away and what you expect to achieve from each stage of the process.

Key Learning Points:

  1. Mental Preparation – Get your mind right to get your results right
  2. Approach & Introduction – How you start means everything
  3. Exploration – Conversation and connection lead to relaxation and trust
    1. Aligning ourselves with customer to prove intent
    2. Fact finding
    3. Learning the customer’s buying process
    4. Price conditioning
  4. Set Mutual Expectations – Gain commitment to the process
  5. Get to work – Customer, home and system analysis
    1. Discovering the scope of possibilities
    2. Finding a customer’s emotional currency
    3. Separating from competition
    4. Proving competence
  6. Develop Findings & Options - Recipe for the “Best Possible Outcome”
    1. Getting creative with differentiated solutions
  7. Share Findings & Options – Exceed expectation and competition
    1. Expanding the scope of consideration
    2. Getting the customer to say ‘No’ to get them to say ‘Yes’
    3. Teach a customer how to buy and what value is
    4. Leveraging convenient and flexible payment programs
    5. Removing and reversing risk
  8. Gain Commitment to Next Step – Stay relevant to the customer’s process
  9. Follow-Up as Appropriate – Success does not end with a sale


  • Increased connection ratios, average sale, revenue per lead, overall sales
  • More jobs financed for more money
  • Shift the mix of products to higher-end solutions with more add-ons
  • Happier customers, better and more reviews, more referrals

This workshop is designed to provide sales advancement for:

  • Owners
  • Sales & Service Managers
  • New Salespeople
  • Existing Salespeople looking to evolve and be more effective
  • Technicians looking to sell

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.