Sales: A Game You Can't Afford to Lose

What’s up everyone,

I’m so excited about today’s resources that I’m sharing them now…

💰️ Trying to Buy a Business: Here’s What No One Tells You
🏡 From Mowing Lawns to 9 Figures
📈 More Leads for Your Business = More Sales Opportunities

Now, let’s talk sales. Without this, you have no business.

You need a sales strategy that gives your biz the best chance of success (like $3M/year to $3M/month success). But not just any strategy. One that’s designed to drive your organization forward and generate impactful results.

Need to up your sales game?

I’m here to help you do just that. The next “Breaking $5 Million” workshop is scheduled for August 19–21, 2025, at my HQ in Stow, OH.

In just two days, you’ll walk away with clear strategies, proven systems, and a roadmap to grow your business past the $5M mark.

Here’s what past attendees have to say about the event…

Seats are limited. Act fast. You won’t be disappointed.

Growth + Sales = Success

In HVAC, growth creates a demand for something most owners overlook.

Sales maturity.

You can ride momentum for a while. Good techs close jobs on the spot. The phone rings because the weather cooperates. A few well-placed ads bring in new installs.

But at some point, the chaos creeps in. The volume outpaces the process. The team gets stretched. Conversions slow. Margins tighten.

That is the wall.

The companies that scale through it do not push harder. They step back and restructure how they sell.

On the most recent OAO podcast episode, I sat down with Jack to examine what this shift looks like. It starts when you stop treating all leads the same. Because they are not.

A tech-generated lead is warm. The customer trusts the tech. They’ve already bought into the service and the recommendation. The tech just has to close.

A marketed lead is cold. The customer has no loyalty. They have likely talked to other companies. You are walking in with no momentum and a very short window to build trust, create urgency, and make the sale.

Trying to train one person to do both usually fails. The mental switch is too much. The skill sets are different. The reps get inconsistent results because they never get enough focused reps on either lead type.

The companies running HVAC at a serious scale already know this. Peterman, Logan, Four Seasons. They split the team. Techs close their own flips or hand off to inside sales. Comfort advisors run only marketed leads. In some cases, they even have separate pricing structures for each path.

It works because it’s built for volume. Jack talked about how their comfort advisor has different gross margin targets depending on whether the lead came from marketing or from a tech. They know the competition is different, so they set goals that reflect reality.

My team has gone a step further. I brought on a sales manager. They split service and install into separate lanes. They are leaning into the fact that their business is not just HVAC anymore. It is marketing and sales, and they are treating it that way.

And the payoff is showing up in the numbers. Month after month, they are selling to budget. Their install-to-service ratio is climbing. They are spending more on leads because they know what they can convert, and they know what a customer is worth.

This is not about size. It is about math.

What does a lead cost? What is your close rate? What is the average ticket? When you know those numbers and your team is built to perform, scale is not a guessing game. It becomes repeatable.

That is where sales becomes the driver of growth instead of a bottleneck.

Here is what this means for you:

• If your sales team handles every type of lead, they are not getting better at any of them.

• If your close rate on marketed leads is weak, it might not be the leads. It might be the structure.

• If you are aiming for volume, your margins, pricing, and expectations must adapt to the lead source.

• If you want to grow, your sales process needs to grow first.

The formula is simple, but it is not easy.

Growth plus sales equals success. But only if you’re willing to rebuild what got you here.

While We’re On the Topic of Sales…

A big part of a well-oiled sales engine is a top-notch customer service team.

Quick Staffers is the solution you’ve been searching for.

• They place CSRs for home service companies

• All CSRs are pre-trained with the best SOPs and scripts

• Overseas CSRs are more affordable (without sacrificing expertise)

👉 Get $500 off your first placement!

In summary: if you get your sales team right, you put your business in position to succeed.

👊 John

Disclosure: This newsletter includes sponsored content. However, all opinions expressed are entirely my own.

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