Fifty two Unified Group members from across the country came together Sept. 13th-17th in Alexandria, VA to talk about HVAC sales. Day one focused on the sales role within the company, how to set realistic sales goals based on the company’s goals and strengths, differentiation, and niche markets. “You need to know your company’s sweet spot and optimize it,” said Marty Rosica (Hawks and Company). “Develop your sales recipe based on the sweet spot and qualifying every opportunity and you’ll get to the numbers you need to hit.”

Remove Cost from the Equation
“We should all hate the four words, ‘All things being equal,’” said Jim Bartolotta (The Unified Group). “It encourages our clients to think of us as a commodity and to base everything on price. We need to explain why they should pick us and not someone else. We need to show them how we are uniquely better.” Jim asked each table to think about what makes their company different, better, and worth the investment.

Find Your Strength
Attendees heard from four vertical market panels (healthcare, manufacturing/industrial, commercial office/property management, and data centers) comprised of members and a client about the strengths, challenges, and best practices of each niche. “Hearing how people work within their vertical markets was very informative and generated meaningful discussion,” said Phil Keller (ISS Mechanical).

Never Make Another Cold Call
Guest speaker, Sam Richter kicked off day two with a dynamic presentation about sales intelligence and utilizing search techniques on the internet to be better prepared for a sales meeting. “Customers are passionate about themselves,” explained Sam. “When you walk in and talk about yourself they don’t care. Find out what is going on in the other person’s world before you walk in the door.” Sam walked the group through specific examples on how to find information using real clients, prospects, and even an attendee. “The amount of information available on the web is staggering,” said Ted Hussey (Marina Mechanical).” How to access it is a unique skill in itself and one we all need to understand and put to work.”

Taking the Lessons Learned Into the Real World
At the end of day two the attendees split into eight breakout groups and were given a sales scenario of a potential client they had a meeting with the next day. Each scenario used real people and companies. Utilizing the information gathered from the vertical market panel discussions, the search techniques from Sam Richter, and feedback their facilitator each group was tasked with researching the client, company, and any other information they could find to help prepare for the first call. The next day each facilitator assigned one of the group members to play the client and went through a role practice. Then two groups were asked to do a role practice in front of the whole group. “This was a real world scenario that we all face,” said Larry Price (ACIS). “If we practiced more in the real world like we did here, we'd all be better.”

"The best part of the meeting for me was pitching in front of the large group to a customer determined to say no,” said Tom Rutkowski (Climate Engineers). “That was hands down the best training I have received in sales. Period."