How To Sell Commercial Preventive Maintenance Agreements
This is the blueprint for commercial HVACR service sales success in 2025 and beyond! Learn proven techniques for closing higher margin maintenance agreements. Discuss and role-play prospecting strategies, appointment setting techniques, facilitating introductory meetings, conducting surveys and utilizing negotiating strategies for differentiation, positioning and overcoming common misunderstandings or objections. Learn how financial justification tools and new technologies such as AI can help with higher close rates and higher margins. The training includes intense role play situations and relevant discussions as well as many scripts and exclusive tools to apply with the most comprehensive sales process in the HVACR industry.
Attendees will take away best practices for prospecting, qualifying, negotiating, and closing strategies, along with financial justification techniques. The opportunity to negotiate leads to high margin long-term maintenance agreements!
What You Get
This is high impact training for service sales professionals to directly improve sales performance.
Pre-class Support – The training includes a pre-class webinar to introduce the sales process and marketing ap-proach. Receive various class documents.
Class Experience – The class is an interactive multi-day training experience with a comprehensive curriculum. Net-work with other industry pros. Breakfast & lunch provided.
Post-class Support – The training also includes a post-class webinar for implementing an action plan and provides additional resources. Additional documents and audio/video resources. Assistance with software, sales strategies and closing deals.
Meeting Details
Attendees: Owners, Presidents, Senior Leaders, Sales Managers, Service Managers, Sales Staff, Estimators, Team Leaders
Price: $1,197 per attendee (Multi attendee discounts available upon request)
Date: October 1-3, 2025
Location: Hilton Garden Inn Florence – Cincinnati Airport South, 205 Meijer Dr., Florence, KY 41042
Hotel Rooms: Rooms are available at the discounted rate of $169 per night. Rate good until October 6.
Trainer: James Graening, see bio below
Amenities: Breakfast and lunch will be provided
Schedule: Oct 1 and 2 – 8am to 4:30pm; Oct 3 – 8:00am to 12:30pm
Commercial Sales & Activity Management – KPIs & Metrics
In the fast-paced world of commercial HVACR service sales, success isn’t just about selling – it’s about managing, measuring and maximizing every opportunity. This class is designed for leaders looking to build a more effective, ac-countable and results-driven sales team. This course goes beyond traditional sales training by focusing on critical business components such as recruiting and retaining top sales talent, establishing a high-performance culture and leveraging key performance indicators (KPIs) for better forecasting and decision making.
Attendees will gain hands-on experience with proven coaching techniques, industry financial metrics, and sales analytics to drive sustainable growth. Through interactive role-playing and real-world application, this class provides the tools and strategies needed to increase sales productivity, improve deal closing rates, and optimize sales processes for long-term success.
What You Get
This is high impact training for company leaders to directly improve sales performance.
Pre-class Support – The training includes a pre-class webinar to introduce the sales process and marketing ap-proach. Receive various class documents.
Class Experience – The class is an interactive multi-day training experience with proven frameworks for sales man-agement. Network with other industry pros.
Post-class Support – The training also includes a post-class webinar for implementing an action plan and provides additional resources. Assistance with software, strategies and coaching.
Meeting Details
Attendees: Owners, Presidents, Executive Management, Senior Leaders, Sales Managers, Service Managers, Sales Team Leaders
Price: $1,197 per attendee (Multi attendee discounts avail-able upon request)
Date: November 6-7, 2025
Location: Hilton Garden Inn Florence – Cincinnati Airport South, 205 Meijer Dr., Florence, KY 41042
Hotel Rooms: Rooms are available at the discounted rate of $169 per night. Rate good until September 1.
Trainer: James Graening, see bio below
Amenities: Breakfast and lunch will be provided
Schedule: 8am to 4:30pm both days
James Graening: A Leader in Commercial HVAC Sales Training & Business Development
With decades of experience in the HVACR and service trades industries, James Graening is a recognized leader in sales train-ing, business development, and strategic growth for commercial service companies. He has dedicated his career to bridging the gap between technical expertise and effective sales strategies, helping contractors increase revenue, improve margins, and strengthen their sales operations. James’ training philosophy is built on real world experience and proven methodologies. His training programs provide HVACR sales professionals with structured, actionable strategies that drive measurable results. Through regional workshops, onsite training, virtual coaching and the SBR Online Academy, he equips sales teams with the tools to excel in an increasingly competitive market. With a deep understanding of the challenges facing commercial HVACR contractors, James has built SBR into the go-to resource for service based sales education, offering industry specific solutions that transform sales teams and elevate businesses. His commitment to practical, high impact training continues to shape the fu-ture of HVACR sales and service excellence.
Questions? Call Service Business Resources at 330-239-2001
or email amyg@servicebusinessresources.com
