Sales Implementation and Training Director

Department: Growth
Reports To: Vice President of Sales
Location: Field-Based / Regional Support
Travel: Approximately 50–70%

Position Summary

The HVAC/Plumbing/Sewer and Electrical Sales Training & Implementation Director is responsible for developing sales talent, implementing standardized sales processes, and ensuring consistent execution across all locations. This role supports Comfort Advisors, Selling Technicians, Service Technicians, Inside Sales Representatives, and Sales Managers through classroom training, field coaching, ride-alongs, process implementation, and performance follow-up.

The position is accountable for turning sales strategies into repeatable field behaviors that improve lead conversion, average ticket, financing utilization, customer experience, gross margin, and overall revenue performance. The ideal candidate is a strong trainer and coach who can also build processes, manage implementation plans, measure adoption, and hold teams accountable for results.

Primary Responsibilities

Sales Training and Development

• Develop and deliver onboarding and continuing education programs for Comfort Advisors, Selling Technicians, Service Technicians, Inside Sales Representatives, and Sales Managers.
• Train team members on the complete HVAC sales process, including:
  • Pre-call preparation
  • Customer introductions and agenda setting
  • Discovery and needs analysis
  • Home comfort assessments
  • System design and option presentation
  • Financing conversations
  • Handling objections
  • Asking for the sale
  • Follow-up and rehash
• Conduct classroom training, virtual training, role-playing, ride-alongs, call reviews, and one-on-one coaching.
• Create training materials, playbooks, scripts, checklists, scorecards, and certification programs.
• Establish minimum training and certification requirements for new and existing sales employees.
• Reinforce ethical, customer-focused selling practices that build trust and create long-term customer relationships.
• Coach Sales Managers on how to conduct effective sales meetings, ride-alongs, call reviews, and performance discussions.

Process Development and Standardization

• Build and maintain a standardized sales process across all locations by business unit.
• Document clear procedures for:
  • Service-to-sales lead turnovers
  • Demand-call lead management
  • Replacement opportunity identification
  • Selling technician opportunities
  • Financing and credit-decline follow-up
  • Unsold estimate follow-up
  • Rehash and inside-sales activities
  • Lead assignment and speed-to-lead expectations
  • Sales-to-installation handoffs
  • Cancellation and lost-sale recovery
• Identify process gaps that negatively affect close rate, customer experience, revenue, margin, or operational efficiency.
• Partner with Sales, Service, Installation, Marketing, Finance, and Operations leaders to improve the customer journey.
• Ensure processes are simple, measurable, repeatable, and practical for field teams.
• Maintain current versions of all sales standards, tools, forms, scripts, and operating procedures.

Implementation and Change Management

• Lead the rollout of new sales processes, programs, technology, financing options, pricing tools, and company initiatives.
• Develop implementation plans that include:
  • Objectives and expected outcomes
  • Roles and responsibilities
  • Training requirements
  • Launch timelines
  • Communication plans
  • Adoption measurements
  • Follow-up and reinforcement
• Work directly with local leaders to ensure new initiatives are understood and properly executed.
• Conduct post-launch reviews to measure adoption, identify obstacles, and recommend corrective actions.
• Provide hands-on support during major implementations and process changes.
• Establish accountability standards so new processes become permanent operating habits rather than temporary initiatives.
• Communicate implementation progress, risks, wins, and performance results to senior leadership.
• Assist in establishing Pricebook match up and sales bundles.

Field Coaching and Performance Improvement

• Conduct regular field visits, ride-alongs, observation sessions, and sales-call evaluations.
• Use standardized scorecards to evaluate selling behaviors and process compliance.
• Provide immediate, specific, and actionable feedback after observed sales calls.
• Create individual improvement plans for employees who are below expectations.
• Work with Sales Managers to identify skill gaps and develop targeted coaching plans.
• Support underperforming locations with structured improvement plans and increased field presence.
• Recognize and share best practices from top-performing employees and locations.
• Track whether coaching activities are producing measurable improvement.

Sales Performance Management

• Monitor key sales indicators by employee, location, and region.
• Review trends and identify opportunities related to:
  • Lead conversion
  • Close rate
  • Average ticket
  • Gross margin
  • Financing utilization
  • Good-better-best option presentation
  • Service-to-sales turnover rate
  • Lead run rate
  • Rehash conversion
  • Cancellation rate
  • Discounting
  • Callbacks and customer complaints
• Develop scorecards and reporting tools that connect training activity to business results.
• Present findings and recommendations to Sales Managers, Regional Leaders, and executive leadership.
• Partner with leadership to establish performance standards by sales role.
• Help determine whether performance issues are related to skill, process, lead quality, pricing, management, or accountability.

Key Performance Indicators

Success in this role will be measured by:

• Improvement in HVAC sales close rate
• Improvement in service-to-sales turnover quality and conversion
• Growth in average ticket and gross margin
• Increased financing presentation and utilization
• Reduction in unnecessary discounting
• Improvement in unsold estimate follow-up and rehash conversion
• New-hire certification and time-to-productivity
• Completion of required training and coaching activities
• Adoption of standardized sales processes
• Improvement in sales-call quality scores
• Reduction in cancellations, customer complaints, and process failures
• Measurable improvement at underperforming locations

Qualifications

• Five or more years of Home Services sales, sales management, field coaching, or sales training experience preferred.
• Strong understanding of residential HVAC replacement sales and service-generated opportunities.
• Demonstrated ability to train Comfort Advisors, Selling Technicians, Service Technicians, and Sales Managers.
• Experience developing and implementing sales processes across multiple teams or locations.
• Strong presentation, facilitation, coaching, and communication skills.
• Ability to translate company strategy into practical field behaviors.
• Comfortable analyzing sales reports and identifying performance trends.
• Strong organizational and project-management skills.
• Ability to manage multiple implementations and priorities simultaneously.
• Experience using a CRM or home-services field-management platform is preferred.
• Proficiency with Microsoft Excel, PowerPoint, Word, and virtual training platforms.
• Ability to travel regularly and work in the field with sales and service teams.
• Valid driver’s license and acceptable driving record.

Core Competencies

• Sales leadership
• Training and facilitation
• Field coaching
• Process development
• Implementation management
• Change management
• Performance accountability
• Data analysis
• Cross-functional collaboration
• Executive communication
• Customer-focused decision-making
• Continuous improvement