Russ began in the HVAC industry as a Comfort Advisor in the mid-90’s. He quickly rose to the top and found himself training other HVAC salespeople. It did not take long for him to learn that being good at something, did not necessarily mean you could teach others. He was not sure why he had the success he did when asked the reasons behind his behavior. This was the beginning of his obsession of not just learning the right thing to do in the home, but the reasons why.
Russ Horrocks established himself as one of the top HVAC sales professionals in the country early in his career. In 1999, he discovered his passion for training and coaching others, driven by a belief that sales isn’t about doing things to customers, but for them.
This mindset led Russ to explore psychology and behavioral economics, where he uncovered the real drivers behind trust, decision-making, and impact. His approach challenges traditional sales training, proving that you can not only love what you do—but also how you do it. By helping professionals unlock their highest potential, Russ empowers those he works with to achieve extraordinary performance.
Since 2011, Russ has worked on-site with over 40 companies, training teams to create continuity in the customer experience. He specializes in working with performance-based trades professionals but also trains and supports all personnel involved in the customer journey.
In the last decade, Russ has been discovered by a unique group of trades professionals—the technician. Most companies struggle to help their technicians reach the highest level of performance because they don’t know how to reconcile what Russ calls the Technician Paradox. In recent years, Russ has helped thousands of technicians unlock their potential, paving a pathway to personal confidence and exceptional performance—all without ever feeling like, or appearing to be a salesperson.
In addition to Russ’s 10-12 full time clients he always maintains, Russ is a highly sought-after speaker, motivator, consultant, coach, and trainer, inspiring thousands of professionals across North America. He has become a favorite among individuals, companies, distributors, and manufacturers seeking a better way to break through their own personal growth limits.
Since 2011, Russ has been a business partner with industry legend Drew Cameron. Together, they operate Flow Odyssey, a company dedicated to helping professionals with the most important work they will ever do in their lives—the work they do on themselves.
In addition, Russ is a proud Original Faculty member of industry better practices leader, EGIA’s EGIA. On this platform Russ is grateful he gets to influence thousands of trades professionals every year.
Russ continues to teach and coach every day of his life, but if you ask him, he will tell you he will forever be a student of the craft he loves so much.
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.
Topics Covered:
Expectations Upon Completion:
Do you have salespeople that are stuck?
Do you feel you are getting the biggest bang for your marketing dollars?
Do you feel your salespeople should perform at a higher level?
Get a better return on your lead opportunities. Close more sales for more money with higher customer reviews and more referrals!
Begin your evolution and elevation up the ladder of success and reaching for higher rungs. We will build on the WHAT (the PROCESS taught in the Sales Execution class) and expand your understanding on the psychology of the HOW, WHY, and WHEN of the PROCESS in order to elevate to the next level. You will become aware and prepared to respond to the consumer’s concerns, stop dealing with objections, and develop a collaborative approach and differentiate yourself.
Your objective is NOT TO SELL, but rather provide the best CUSTOMER EXPERIENCE by providing GOOD INFORMATION so the customer can make a GOOD DECISION. You are agnostic to the outcome. You don’t care what the customer does, so long as they do it knowingly. Not focusing on the outcome gets better results than selling.
Your focus is to guide the customer to choose how they want to proceed through your process to determine what makes the most sense for the customer (based on their story, connecting your story, solving problems, creating life impacts, customer experiences, and addressing the customer’s emotional currency to yield an outcome with which the customer is happy).
Topics Covered:
Learn to execute your process based on a psychology and philosophy that is in alignment with how and why people make decisions and purchases. Your emotion and devotion are to exploration, education, conversation and realization versus the typical assumption, indoctrination and assimilation most salespeople inflict on customers.
Expectations Upon Completion:
The role of the technician is one of the most crucial roles in any home services
business. They’re the most common touchpoint with the customer, the one who actually enters the home and must bring the proper customer experience in the door. So how can you, whether management setting the strategy or the technician who’s executing on it, ensure that you’re walking in with a strategy to seek perfection every single time?
Join us for this can’t-miss workshop that will provide the tools and training for an elite technician communication & selling skillset. You’ll learn to role play communication processes, social styles & personalities, and how to improve customer relationships to improve the brand. We’ll walk through consumer behaviors, interests, questioning techniques, selling techniques, and how to use them all. Technicians will walk away understanding how to sell more equipment & maintenance agreements and create more leads & accessory sales.
Attendees Will Learn:
Traditional sales processes require salespeople to follow rigid steps and scripts that work against human nature – resulting in pressure, resistance, and missed opportunities.
Discover a completely different approach grounded in psychology, behavioral economics, and the uniqueness of every customer. It is time to empower people, serve rather than sell, and align with how they think, trust, decide, and buy.
We will reveal the myths behind the most common beliefs about sales and selling to unleash your personal creativity and help you feel great about what you do and how you do it.
Instead of battling objections or pushing past hesitation, you’ll learn how to work with human nature. The result? Sales without struggle and performance without limitation.
Learning Objectives:
Most HVAC technicians fall into one of two traps: being overly self-serving OR withholding valuable information from customers. You’ll learn how to break this paradigm and deliver a world-class customer experience rooted in trust, respect, clarity, and service.
Discover how to create environments where success becomes the norm—for both you and your customers, which goes beyond diagnostics, price quotes, and your ability to make repairs. You’ll develop the ability to share information in a way that is impactful and drives customer action without applying pressure.
Learning Objectives:
The result? Customers who appreciate, review highly, and remember the experience, value your expertise, and stay with your company for life. More importantly, the quality of the customer experience directly impacts their willingness to recommend you to family, friends, and co-workers. In today’s market, your product is the customer experience – You will discover how to deliver it at the highest level.
Because in life, we don’t just need to love what we do—we need to love how we do it.