Russ Horrocks
Vice President, Flow Odyssey & Contractor University Founding Faculty

*Virtual event duration may differ from what is outlined below. Typically, a 1-Day physical in-person event will equate to a 2-Day virtual event. If you are interested in a virtual event, please inquire on event duration.

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.

1 Day Event
2+ Day Event

Sales Execution: Differentiate, Engage and Educate for Maximum Results

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:

  • Mental Preparation – Get your mind right to get your results right
  • Approach & Introduction – How you start means everything
  • Exploration – Conversation and connection lead to relaxation and trust
    • Aligning ourselves with customer to prove intent
    • Fact finding
    • Learning the customer’s buying process
    • Price conditioning
  • Set Mutual Expectations – Gain commitment to the process
  • Get to work – Customer, home and system analysis
    • Discovering the scope of possibilities
    • Finding a customer’s emotional currency
    • Separating from competition
    • Proving competence
  • Develop Findings & Options – Recipe for the “Best Possible Outcome”
    • Getting creative with differentiated solutions
  • Share Findings & Options – Exceed expectation and competition
    • Expanding the scope of consideration
    • Getting the customer to say ‘No’ to get them to say ‘Yes’
    • Teach a customer how to buy and what value is
    • Leveraging convenient and flexible payment programs
    • 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

Expectations Upon Completion:

  • 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

Elevated Sales: Compel More People to Buy with a First-Class Consumer Buying Experience

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:

  • WHO ARE YOU: To have something different, better, and more, YOU must become something different, better and more, then learn and do things different, better and more
  • Customer Experience = Life Experience (customer’s, yours, co-workers’, and company’s)
  • Your journey from an Unknown Resource to a Trusted Authority to a Trusted Advisor and beyond
  • Meaningful Communication – Not just speaking, but rather being listened to, heard, understood, and most importantly believed
  • Create a safe environment with an alignment and a position of trust
  • Expressive Active Listening
  • Effective questioning to develop emotional currency
  • Expressive responsive 3rd party process to validate then educate
  • Prime Directive: Protect the customer’s sense of control & right to choose
  • The Power of Engagement, Education, Investigation, Exploration, Sharing, Empowerment, Consideration, Realization/Discovery, Choice
  • What and why consumers buy and don’t buy
  • People buy experiences, not things – Be compelling
  • Help customers secure belief as fuel for motivation to traverse the process of change and overcome pain to achieve a mutually beneficial outcome
  • Tool time: Use tools to engage, educate and prove credibility
  • Leverage: Maximizing use of convenient & flexible investment options
  • An educated consumer is not your best customer, a motivated one is

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:

  • Overcome self-limiting beliefs that restrict you from achieving your potential.
  • Have the mindset, intent, and approach for natural success
  • Apply improved communication techniques that help advance the buying process
  • Position your company’s value proposition using 3rd party stories and resources
  • Stop being comparison shopped and commoditized
  • Neutralize your competition by becoming the Trusted Advisor
  • Convert more sales for more money, more profit while yielding happier customers, more referrals, additional personal income (earn what you are worth), job satisfaction, and a better life

Technician Communication & Selling Skills

The goal is to learn and role play communication process, social styles and personalities, how to get along well, how to improve building customer relationships to improve the brand. We also cover in depth the consumer behaviors interests, questioning technique, sales process and selling techniques, and how to use them all. Technicians will learn and have materials to use that can help them sell more equipment, create more leads, create more accessory sales, and sell more maintenance agreements.

  • Role of the Technician
  • Mind Mapping – Attitudes and Focusing on Goals, Present
  • Personality – Social Styles – Dealing with People – How and Why
  • Understanding Effective Communication
  • Defining Selling Skills – 7 Skills
  • Understanding What Process in sales – how to sell by involving customers
  • Setting Goals and a Personal Plan
  • What is the Perfect Service Call Process
  • Defining The Questions to Ask a Homeowner – 12 Questions we Recommend