- Join HVAC Plumbing & Electrical Service Success

Win Better Agreements. Deliver Lasting Value.

Develop the practical sales, estimating, proposal, and coordination skills needed to grow a sustainable commercial service agreement portfolio.

Opportunity Qualification

Identify customer needs, decision-makers, and realistic close probability.

Equipment Surveys & Scope

Assess equipment, maintenance workload, and service agreement risk.

Accurate Agreement Pricing

Build defensible estimates and pricing that protect profitability.

Professional Proposals

Present clear coverage options, terms, and compelling customer value.

Consultative Sales

Address objections and guide clients through trust-based decisions.

Contract Handoff & Execution

Coordinate sold agreements with operations for dependable service delivery.

Course Overview

This position is responsible for selling, surveying, estimating, writing proposals, coordinating service agreements, and managing customer relationships between the Company and its Clients. This position aims to implement the Company’s service agreement, estimate, price, write proposals, follow up, close, and coordinate the sold service agreement between the Company and its project customers.

Complete Training Curriculum

Expand each module to view the original learning objectives, subsections, and included resources.

Module 0: Service Pro Online Classes Overview

Build a strategic business action plan you can implement immediately
Understand how work gets processed through roles, not the owner
Apply step-by-step operating and work delivery processes
Clarify employee vs. manager responsibilities for consistent execution
Use labor utilization planning to prevent margin erosion

Module 1: Pricing & Estimating Systems

1.1 Light Commercial Pricing Methods

Set up light-commercial flat-rate repair pricing
Price portal-to-portal time-and-material repairs consistently

Included Resources: Flat-rate repair price guide; hourly cost and truck/travel pricing calculator (Excel)

1.2 Commercial Service Agreement Surveying, Estimating & Proposal Writing

Standardize service agreement surveying and estimating to reduce errors and risk
Use customer and equipment survey forms to define scope accurately
Build service agreement estimates and pricing using a structured Excel workflow
Write proposals that improve close rates and protect profitability
Apply strategies for handling older, higher-risk contracts (planned repairs and risk reserves)
Included Resources: Service agreement sales opportunity assessment form; estimating and pricing calculator (Excel)

Module 2: Commercial Lead Generation & Sales Execution

2.1 Target Market Segmentation

Segment commercial markets to improve sales efficiency
Understand buyer profiles across key market types (government, commercial, industrial, education, healthcare)
Identify owner/operator roles and decision-maker priorities
Included Resources: Industry and buyer profile templates (Word)

2.2 Lead Generation Strategy & Sales Organization

Build a repeatable lead-generation plan with weekly activity targets
Use objection-handling frameworks to move prospects forward
Apply sales time management rules to protect selling time
Understand staffing vs. outsourcing options for business development
Included Resources: Introduction letter and line card templates; outbound sales call script; quota tracking and reporting workbook (Excel)

2.4 Service Agreement & Project Sales Opportunity Assessments

Use standardized forms to define scope, risk, and expectations
Apply “first call” presentations to reduce common objections
Use proposal templates to improve consistency and reduce legal/financial exposure
Included Resources: Service agreement first-call presentation; service agreement proposal templates (short/long); project first-call presentation; project proposal template; cover letter & statement of qualifications package

2.5 Qualifying Close Probability

Qualify opportunities based on fit, value, urgency, and decision authority
Estimate probability-to-close to improve forecasting
Build a customer business case that supports premium pricing

2.6 Equipment Maintenance Requirements & Opportunity Assessment

Understand why maintenance requirements drive contract success
Customize maintenance solutions to customer needs
Use survey tools to identify workload and risk correctly
Apply periodic maintenance requirements to shape scope and pricing

Module 3: Differentiation & Branding

Create service brand names that strengthen market position
Build value positioning statements that support higher close rates
Apply differentiation consistently across outreach and proposals
Included Resources: Course templates and examples (Word)

Module 4: Proactive Selling Systems (Commercial)

4.1 Service Agreement Selling Strategies

Recognize objection types and apply structured responses
Use a 4-step consultative selling process
Apply proactive repair and service agreement selling standards
Present coverage options and help customers choose based on pros/cons
Included Resources: Repair call handling procedures; service agreement selling procedures; service agreement first-call presentation

4.2 Proposal Formats (Short & Long Form)

Use standardized agreement templates to reduce variation and risk
Improve clarity of scope, exclusions, and responsibilities
Included Resources: Service agreement proposal templates (short/long)

Module 5: Work Delivery Standards & Operational Controls

5.1 Service Repair Work Delivery Standards

Understand why written standards reduce chaos, callbacks, and inconsistency
Apply step-by-step repair workflow from lead to close-out
Included Resources: Service repair work delivery standard procedures (Word)

5.2 Service Agreement Work Delivery Standards

Apply a consistent agreement workflow from lead to completion
Improve inspection consistency and customer experience
Included Resources: Service agreement work delivery standard procedures (Word)

5.4 Start-Up, Maintenance & Finance Procedures

Apply equipment start-up and maintenance task standards
Implement quality assurance checks
Use receivables/payables procedures to protect cash flow
Included Resources: Equipment start-up and maintenance tasking procedures; accounts receivable/payable procedures

5.5 Inventory, Tool Control & Customer Care Standards

Implement inventory and tool control procedures to reduce shrink and waste
Apply standardized customer care call handling procedures
Included Resources: Inventory and tool control standards; customer care call handling standards

5.6 Labor Productivity Optimization

Understand field productivity metrics and what drives them
Apply procedures that improve efficiency and accountability
Build buy-in using an 8-step adoption approach
Included Resources: None

Module 6: Terms, Conditions & Risk Protection

Understand invoices and proposals as binding business contracts
Apply payment and liability protections for demand service, agreements, and projects
Reduce disputes by clarifying scope, exclusions, and responsibilities
Included Resources: Terms and conditions template set

Course Outcomes

Upon successful completion of this class, participants will gain the ability to:

Sell Commercial Service Agreements Confidently and Consistently
Lead professional service agreement sales conversations from initial contact through close, using structured, consultative selling methods aligned with company standards.

Survey, Scope, and Estimate Accurately
Conduct thorough customer, equipment, and maintenance surveys to define scope, workload, and risk, and develop accurate service agreement estimates and pricing that protect profitability.

Develop and Present Professional Proposals
Prepare clear, compelling service agreement proposals that communicate value, address customer concerns, reduce objections, and improve close rates.

Qualify Opportunities and Forecast Sales Effectively
Evaluate opportunities based on fit, urgency, value, and decision authority; estimate probability-to-close; and support reliable sales forecasting.

Differentiate Service Agreements in Competitive Markets
Position service agreements using strong branding, value propositions, and coverage options that clearly distinguish the company from competitors.

Apply Proactive, Trust-Based Selling Techniques
Address objections, present coverage options, and guide customers toward solutions that balance operational reliability, risk reduction, and long-term value.

Coordinate Sold Agreements for Successful Execution
Ensure smooth handoff and coordination between sales, service, and operations teams so sold service agreements are executed accurately and consistently.

Reduce Risk Through Standardized Processes and Contracts
Apply written work delivery standards, terms, and conditions to minimize operational, financial, and contractual risk.

Support Productivity and Financial Performance
Understand labor productivity drivers, maintenance requirements, and financial controls that contribute to sustainable service agreement profitability.

Commercial Service Agreement Sales Representative