FUNDAMENTALS OF MAINTENANCE SALES

CERTIFICATE PROGRAM2019-2020

FOR MORE INFORMATION, VISITwww.mca.org/education

MCA of Chicago provides unparalleled educational offerings for its members, including the Fundamentals of Maintenance Sales Certificate Program. This program is structured to deliver practical, proven lessons on how to succeed in selling HVAC/R Preventive Maintenance Agreements.

The core curriculum training consists of four 4-hour sessions spaced two weeks apart. Two required supplemental courses in Sales Presentation and Business Writing are offered after the core training concludes. Program participants then choose any four of eight brief elective courses on various topics relevant to maintenance sales. Prior to beginning the core training, the program participants and their managers are required to attend a “Coaching for Success” Huddle.

Having successfully completed all the above instruction, graduates of the program will be presented with their certificates of completion.

FUNDAMENTALS OF MAINTENANCE SALES CERTIFICATE PROGRAM

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FUNDAMENTALS OF MAINTENANCE SALES

Tuesday, October 8, 2019 – 8:00 a.m. to 12:00 NoonSESSION I //We start with a critical examination of the importance of Maintenance Agreement sales to your service organization, then identify the skill set necessary to be successful selling Maintenance Agreements.

The key metrics that every sales professional should use to measure performance will be taught, along with sales plan design and tracking. We will explore the sales cycle that is used to determine progress with each sales opportunity, and the larger selling system. The highlight of this session is learning how to qualify prospects and conduct the initial face-to-face meeting. This will include interactive practice, as qualifying prospects is arguably one of the most important skills necessary to make effective use of one’s time and resources.

PROFESSIONALISMLISTENING SKILLS

ORGANIZATIONAL SKILLSWORK ETHIC

Tuesday, October 22, 2019 – 8:00 a.m. to 12:00 NoonSESSION II //Safely conducting a proper equipment survey is essential to writing an accurate and profitable Maintenance Agreement. We will review equipment types and identify the additional information that should be acquired during a site survey. Included will be a cursory study of the basic refrigeration cycle that will help support a complete survey.

We will then explore the various types of Maintenance Agreement coverages that can be offered, including:

The instructor will provide pricing strategies, and the associated financial risks. We will rehearse presenting Agreement Terms & Conditions to a prospective Customer, focusing on what not to say. We will cover the pros and cons of:

FULL SERVICE AGREEMENTS MAINTENANCE ONLY AGREEMENTS

INSPECTION AGREEMENTSLABOR ONLY AGREEMENTS

MULTI-YEAR MAINTENANCE AGREEMENTSCONSTRUCTION TURNOVER OPPORTUNITIES

BOARD PRESENTATIONSTEAM SELLING

FUNDAMENTALS OF MAINTENANCE SALES CERTIFICATE PROGRAM

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Tuesday, November 5, 2019 – 8:00 a.m. to 12:00 NoonSESSION III //The keystone of this session is how to present a Maintenance Agreement proposal to a prospective customer. This will include team practice sessions to help master presentation techniques. Course participants will receive objective critiques to help them become more successful in closing sales.

We will analyze the primary objections from prospective customers, and train on how to overcome them. This session will then explore alternative sales strategies employed to improve effectiveness and shorten the sales cycle, such as:

Closing strategies and techniques will be covered, along with how to follow-up after a presentation, and how not to. Discussion will include the power of a “proposal take back”. We will identify the sales situations appropriate for consultative selling versus feature-benefit selling.

INCLUDING A VERIFICATION MEETINGPERFORMING A FINANCIAL ANALYSISGIVING A TECHNOLOGY DEMONSTRATION

CREATING CUSTOMIZED COLLATERAL MATERIALSHOSTING A COMPANY VISIT AND TOUR

Tuesday, November 19, 2019 – 8:00 a.m. to 12:00 NoonSESSION IV //We will study how effective sales professionals transfer new Maintenance Agreement customers to their operations department, so they are free to return their focus to the prospects in their sales pipeline. This includes how to:

ASSEMBLE A “BOOKING PACKAGE” CONTAINING ONLY THE DOCUMENTS RELEVANT TO OPERATIONS

CONDUCT AN INTERNAL SALES TURNOVER MEETING

COMMUNICATE CLEARLY TO YOUR OPERATIONS PERSONNEL ALL PROMISES MADE TO THE NEW CUSTOMERS

HOST A KICK-OFF MEETING AT THE CUSTOMER’S FACILITY

Considerable time will be spent on how to identify new prospects, focusing on what works and doesn’t in today’s marketplace. We will examine:

We will look at a day-in-the-live of a successful Maintenance Agreement sales professional, and the pitfalls that keep others from reaching their full potential. Our final discussion will be on continued career development, personal development and industry participation.

COLD CALLING VS. WARM CALLING

LEVERAGING EXISTING BUSINESS RELATIONSHIPS

THE STRATEGIES OF HARVESTING THE “LOW HANGING FRUIT”

FUNDAMENTALS OF MAINTENANCE SALES CERTIFICATE PROGRAM

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Q. Who should enroll in this program?

A. The Fundamentals of Maintenance Sales Certificate Program is designed for sales professionals in HVAC/R service businesses who make their living selling Maintenance Agreements, either exclusively or as a significant part of their sales plan. It starts at “square one” and builds a solid foundation on which participants can improve their closing ratio and advance their sales careers. Individuals brand new to the industry or brand new to sales, as well as those with experience, will benefit from the depth and breadth of this program.

Paul Szymczak began his career in mechanical contracting as a cold-call Maintenance Sales Representative. He has worked exclusively in HVAC/R Service throughout his twenty-five years in our industry, and has sold well over a million dollars in Preventive Maintenance Agreements. With a total of forty years of sales experience, his practical instruction will enlighten as well as enthuse.

Paul is a long-standing member of MCA of Chicago, having just completed a five-year term on our Board of Directors. He serves as Chairman of our Education Committee and is Immediate Past President of the Chicagoland Better Heating and Cooling Council (CBHCC).

THE “COACHING FOR SUCCESS” HUDDLEIt is required that all program participants and their managers attend the “Coaching for Success” Huddle. The purpose of this orientation is to help the mangers understand and appreciate the sales system that will be taught, so they can better position their sales professionals for success.

• “Coaching for Success” Huddle – Tuesday, September 17, 2019 – 8:00 a.m. to 10:00 a.m. (breakfast)

REQUIRED SUPPLEMENTAL COURSES• Sales Presentations

• Business Writing

ELECTIVE COURSES (CHOOSE 4)See mca.org for additional course information • Safety Training for Sales Professionals

• Referral Selling

• Reading Mechanical Drawings

• Legal Terms & Conditions

• Customer Relations Training

• Software Skills Overview

• Negotiating

• HVAC/R Orientation Course

CORE CURRICULUM PRICING• MCA of Chicago Members – No charge

• PEC - $350 / Strategic Partners - $800

LOCATIONS• The four core training sessions and the two required

supplemental courses will be held at the MCA Construction Education Institute (CEI), located at 7065 Veterans Boulevard, Burr Ridge, Illinois 60527