Friday, February 20
FREE LIVE ONLINE MASTERCLASS
Sponsored By
Agenda
10:00 AM-11:00 AM PACIFIC
Even if you’re doing the right things in your HVAC it’s common to see hesitation at the point of decision. In a crowded industry the competitive edge is customer trust. In this practical masterclass, Russ Horrocks, Vice President of Flow Odyssey, breaks down how homeowners evaluate value and why trust is often the deciding factor even when price and scope are similar.
Russ walks through how customer experiences either reinforce confidence or introduce doubt, and how to intentionally design interactions that feel human and easy to say yes to. The focus isn’t on scripts or tactics, but on guiding decisions customers can justify and feel good about long after the job is done.
Whether you’re refining your sales process, improving customer experience, or looking to stand out in a crowded market, this class provides a clear, repeatable framework you can apply immediately. You’ll leave with practical ways to add value that customers recognize, reduce friction in the decision-making process, and become the contractor customers choose with confidence.
What You Will Learn:
- How homeowners actually evaluate value and trust when making decisions
- Where confidence breaks down in the customer experience and how to fix it
- How to add value without pressure, gimmicks, or over-explaining
- Ways to guide decisions customers can confidently justify
- Small experience shifts that improve close rates and long-term trust
- A practical framework for standing out in competitive markets
Questions:
Contact David Delgado
619-203-5692 | ddelgado@egia.org
Presenter
This mindset led Russ to explore psychology and behavioral economics, where he uncovered the real drivers behind trust, decision-making, and impact. His approach challenges traditional sales training, proving that you can not only love what you do—but also how you do it. By helping professionals unlock their highest potential, Russ empowers those he works with to achieve extraordinary performance.
Since 2011, Russ has worked on-site with over 40 companies, training teams to create continuity in the customer experience. He specializes in working with performance-based trades professionals but also trains and supports all personnel involved in the customer journey.
In the last decade, Russ has been discovered by a unique group of trades professionals—the technician. Most companies struggle to help their technicians reach the highest level of performance because they don’t know how to reconcile what Russ calls the Technician Paradox. In recent years, Russ has helped thousands of technicians unlock their potential, paving a pathway to personal confidence and exceptional performance—all without ever feeling like, or appearing to be a salesperson.
In addition to Russ’s 10-12 full time clients he always maintains, Russ is a highly sought-after speaker, motivator, consultant, coach, and trainer, inspiring thousands of professionals across North America. He has become a favorite among individuals, companies, distributors, and manufacturers seeking a better way to break through their own personal growth limits.
Since 2011, Russ has been a business partner with industry legend Drew Cameron. Together, they operate Flow Odyssey, a company dedicated to helping professionals with the most important work they will ever do in their lives—the work they do on themselves.
In addition, Russ is a proud Original Faculty member of industry better practices leader, EGIA’s Contractor University. On this platform Russ is grateful he gets to influence thousands of trades professionals every year.
Russ continues to teach and coach every day of his life, but if you ask him, he will tell you he will forever be a student of the craft he loves so much.
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