Course Overview

This role is responsible for developing and executing lead-generation and customer retention strategies across all lines of business. The position focuses on aligning marketing efforts with sales and direct customer contact channels to drive sustainable growth and long-term customer relationships.

Module 0: Business Model & Strategic Foundation

• Understand how to implement a structured business plan
• Learn how businesses operate through processes, not individuals
• Define the roles of employees versus managers
• Understand labor utilization and its impact on operating costs
• Learn how proper staffing prevents margin erosion

Module 1: Pricing Strategy & Cost Recovery

1.1 Value-Based & Flat-Rate Pricing Fundamentals

• Learn why service businesses must sell value, not price
• Understand true job value beyond labor time
• Learn how flat-rate pricing recovers non-billable labor and vehicle costs
• Review consumer-friendly flat-rate pricing structures

1.2 Establishing Labor, Truck, & Warranty Cost Rates

• Calculate available billable on-site hours
• Determine hourly technician and crew costs
• Establish vehicle ownership and operating cost rates
• Account for warranty support and reserve costs

1.3 Service Agreement Pricing

• Define service agreement scope and deliverables
• Understand why service agreements drive stability and growth
• Calculate monthly and annual service agreement rates
• Price single and multiple-unit agreements accurately

Module 2: Lead Generation & Opportunity Identification

2.1 Digital Marketing & Lead Budgeting

• Understand why professional, optimized websites matter
• Learn on-site and off-site SEO fundamentals
• Compare organic search and paid advertising
• Calculate pay-per-click rates and budgets

2.2 Onsite Opportunity Assessment

• Use structured assessment forms by call type
• Conduct logical customer interviews
• Identify additional comfort, safety, and efficiency opportunities
• Capture and follow up on post-call opportunities

Module 3: Service Differentiation & Branding

• Understand service and brand positioning
• Learn how differentiation increases close rates
• Create service and agreement positioning statements
• Apply branding consistently across offerings

Module 4: Trust-Based Selling Systems

4.1 Repair Trust-Selling

• Apply a consultative, trust-based selling process
• Standardize service call handling
• Understand how service agreements support sustainability
• Apply proactive repair-selling standards

4.2 Service Agreement Selling

• Understand the service agreement business model
• Communicate customer benefits clearly
• Set proper expectations
• Apply proactive trust-selling techniques

4.3 Replacement Trust-Selling

• Understand replacement and design-build sales
• Apply standardized replacement selling procedures
• Present professional proposals and investment options
• Address common customer objections confidently

Module 5: Written Operating & Work Delivery Standards

5.1 Why Written Standards Matter

• Gain stakeholder buy-in for standardization
• Identify required business and operational functions
• Understand why written standards reduce chaos and errors

5.2 Service Repair Work Delivery

• Follow best-practice repair workflows from lead to close-out
• Standardize technician and manager responsibilities

5.3 Service Agreement Work Delivery

• Apply standardized service agreement workflows
• Ensure consistent inspections and customer experience

5.4 Replacement Work Delivery

• Apply quality assurance procedures
• Establish payment, credit, and receivables standards
• Manage projects from lead through completion

Module 7: People Systems & Retention

7.1 Employee Retention & Performance

• Implement work delivery standards company-wide
• Use performance-based job descriptions
• Monitor productivity and efficiency
• Build a culture of accountability and success
• Apply performance incentive systems

7.2 Performance-Based Job Descriptions

• Understand job descriptions as behavioral contracts
• Use them to evaluate and coach performance objectively

7.3 Hiring & Managing Customer Care Staff

• Hire effectively for dispatch and customer care roles
• Train staff in professional communication
• Handle objections and difficult conversations

7.4 Incentives & Culture of Success

• Align incentives with productivity and profitability
• Reinforce standards and conduct expectations

Module 8: Key Performance Indicators (KPIs)

• Calculate income, expenses, and break-even points
• Use KPIs to guide management decisions
• Track individual and financial performance metrics
• Apply rules-based management using KPI data

Module 9: Organizational Structure for Growth

• Design an efficient organizational structure
• Define departmental functions and accountability
• Forecast labor needs by work category
• Align staffing with revenue goals

Module 10: Customer Care & Call Handling Excellence

• Understand the impact of customer care on profitability
• Apply inbound and outbound call standards
• Train and onboard customer care staff
• Maintain organized office systems

Module 11: Budgeting & Spend Planning

• Build monthly labor and expense plans
• Forecast staffing needs accurately
• Use budgeting tools to model growth scenarios

Module 12: Recruiting, Coaching, & Counseling

12.1 Recruiting & Retention

• Avoid costly hiring mistakes
• Apply proven recruiting strategies
• Use structured hiring and screening tools

12.2 Coaching & Counseling

• Conduct background checks and proper job offers
• Assess training needs
• Apply coaching and counseling processes correctly
• Address performance and behavioral issues professionally

Module 13: Field Service Management Software

• Understand the link between field execution and customer satisfaction
• Identify operational benefits of FSM software
• Apply selection best practices

Module 14: Leadership & Professional Development

• Understand leadership styles and when to apply them
• Develop core leadership competencies
• Build a personal leadership development plan

Outcome

Graduates of this course are prepared to plan, execute, and manage integrated residential marketing strategies that generate qualified leads, support sales execution, retain customers, and drive profitable growth. Participants gain the ability to align marketing, pricing, customer engagement, and operational systems using data-driven decision-making and standardized business processes.