Friday, October 3
FREE LIVE ONLINE MASTERCLASS
Sponsored By
Agenda
9:00 AM-10:00 AM PACIFIC
Today’s homeowners have more access to information than ever before, giving them a sense of control and choice in the buying process. Yet, over 70% of homeowners admit to making a bad decision when it comes to major purchases like HVAC systems.
Join us for a free online masterclass on October 3rd with industry insider Russ Horrocks, where we’ll explore why this happens and what key objectives you must achieve to give your customers a unique, compelling experience that sets you apart from the competition. You’ll learn how to guide homeowners in a way that makes them feel confident, informed, and able to justify their decision. This session will also introduce the full two-day course coming in February 2026 for those ready to master the art of sales excellence at a deeper level.
What you’ll gain in this masterclass:
- Why homeowners often regret their decisions and how to prevent it
- The key elements of a sales experience that builds trust and confidence
- How to stand out in today’s information-saturated marketplace
- A sneak peek at the upcoming full two-day course in February 2026
Questions:
Contact Caitlin Kauffman
503-784-9429 | cjkauffman@thermalsupply.com
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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