OAK BROOK, IL – Synergy Solution Group, a network of peers in the commercial HVAC industry, brought together 63 members for its 2025 Sales Forum, held earlier this month in Oak Brook, Illinois.
The event offered attendees chances to connect with peers across regions, roles, and levels of experience — all while sharpening sales skills and exploring practical ways to improve performance, a press release from Synergy said.
The program kicked off with remarks from Synergy managing partner Jim Bartolotta and a brief overview of Synergy resources, followed by a full day of peer interaction, expert facilitation, and idea-sharing.
Business advisor Steve Horwood challenged attendees in his session, which explored whether clients truly buy based on value — or if price is the ultimate deciding factor. Small-group discussions focused on building meaningful value propositions, avoiding commoditization, and identifying when and how customers are open to a value-based approach.
Jared Lockwood, a facilitator with Sandler Training, led a session titled “Attitude & Outlook,” highlighting Sandler’s IR Theory (short for identity versus role theory) and emphasizing that sales success starts with mindset. He encouraged attendees to “never manage the number — manage your behavior,” and told them that identity, purpose, and self-discipline are essential in navigating the ups and downs of a sales career.
The afternoon included Horwood’s Differentiation Survivor Island, which had members working together to define and evaluate what makes their company stand out. Jared Lockwood followed with a session on prospecting and planning, using the metaphor of a gumball machine to represent different types of prospects and behaviors that lead to meaningful results.
“Meeting other people and talking about how they do things in their area was the best part,” shared Brian Mansur of Expert Services.
Day two shifted into hands-on application. During a group role-playing and case study exercise, members worked in small teams to review a request for proposal, prepare qualifying questions, and simulate a client meeting. Owners and sales leaders acted as clients, giving real-time feedback and insights to help sharpen presentation skills and challenge assumptions.
“The role play was the best part! I really got my sales knives sharpened,” said Lauren Graham of Pacific Rim Mechanical.
The day also featured a presentation from Synergy partner Mike Elliot of Chill-Pro, who discussed how mechanical contractors can use maintenance agreements to reduce customer risk and improve profitability. The forum concluded with Serve, Don’t Sell, a session from Horwood focused on deepening client relationships, acting as a trusted advisor, and embracing a service-first approach to sales.
“The best part of the Sales Forum was the connections made and picking the brains of those that have already walked in my shoes,” said Jimmy Bartolotta of Atomatic.
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