Commercial Marketing Manager

• 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

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 the 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)

1.3 Project Pricing Methods

• Choose the right pricing method based on project risk and cost mix
• Apply the single divisor method and understand where it can misprice jobs
• Apply a dual-rate overhead method for more accurate overhead recovery
• Compare methods using real replacement and retrofit examples
• Included Resources: Project opportunity assessment form; project pricing calculators (single divisor and dual-rate overhead) (Excel)

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)

2.3 Repair Call Opportunity Assessment (Check-In / Check-Out)

• Use standardized check-in and check-out assessment forms
• Improve customer interviews and documentation quality
• Capture follow-up opportunities and create a clean next-step pipeline
• Included Resources: Technician check-in assessment form; technician check-out/system condition report form

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

• 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)

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)

4.3 Project / Design-Build Selling Essentials

• Use professional cover letters and proposal structures
• Present qualifications in a way that increases trust and win rate
• Included Resources: Project first-call presentation; project proposal template; cover letter & statement of qualifications package

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)

5.3 Project Work Delivery Standards

• Execute project workflow from lead to completion with consistent controls
• Reduce risk through standardized close-out and documentation
• Included Resources: Project/design-build 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

• 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

7.2 Performance-Based Roles & Incentives

• Implement performance-based job descriptions and monitoring
• Apply incentive plans that support productivity and profitability
• Reinforce culture expectations and accountability
• Included Resources: Performance incentive plan templates; performance-based job description library

• Use financial and labor KPIs to manage performance
• Apply rules-based management to improve consistency
• Use break-even planning to prevent cash shortages

• Organize operations into logical departments for scale
• Define responsibilities, handoffs, and accountability
• Align structure with your service mix and labor needs
• Included Resources: Commercial service contractor org chart templates

• Apply inbound/outbound call handling standards
• Hire and train customer care/dispatch roles effectively
• Use professional phone etiquette and follow-up procedures
• Maintain organized office systems for reliability
• Included Resources: Customer care call scripts; “price is too high” response templates

• Build monthly income and spending plans
• Forecast labor needs by work category
• Model scenarios and adjust plans proactively
• Included Resources: Annual and monthly budgeting calculator (Excel)

• Understand the benefits of field service management software
• Use a checklist to select the right system and implement it effectively

• Understand leadership styles and when to use them
• Improve core leadership skills that drive team performance
• Build a personal leadership development plan