About the Program

MCA of Chicago provides unparalleled educational offerings for its members, including the Fundamentals of Maintenance Sales Certificate Program. This program is structured to deliver practical, proven lessons on how to succeed in selling HVAC/R Preventive Maintenance Agreements, while being respectful of the demands of the sales professional’s work schedule.

The core curriculum training consists of four 4-hour sessions spaced two weeks apart. Two required supplemental courses in Public Speaking and Business Writing are offered after the core training concludes. Program participants then choose any four of eight brief elective courses on various topics relevant to maintenance sales. Prior to beginning the core curriculum training, the program participants and their managers are required to attend a “Coaching for Success” Huddle.

Having successfully completed all the above instruction, graduates of the program will be presented with their certificates of completion at MCA of Chicago’s spring membership meeting.


Download the Fundamentals of Maintenance Sales 2019-2020 Certificate Program Catalog here



Certificate Components

Session I

We start with a critical examination of the importance of Maintenance Agreement sales to your service organization,then identify the skill set necessary to be successful selling Maintenance Agreements. The key metrics that every sales professional should use to measure performance will be taught, along with sales plan design and tracking. We will explore the sales cycle that is used to determine progress with each sales opportunity, and the larger selling system.

  • Professionalism
  • Listening Skills
  • Organizational Skills
  • Work Ethic

The highlight of this session is learning how to qualify prospects and conduct the initial face-to-face meeting. This will include interactive practice, as qualifying prospects is arguably one of the most important skills necessary to make effective use of one’s time and resources.


Session II

Safely conducting a proper equipment survey is essential to writing an accurate and profitable Maintenance Agreement. We will review equipment types and identify the additional information that should be acquired during a site survey. Included will be a cursory study of the basic refrigeration cycle that will help support a complete survey. We will then explore the various types of Maintenance Agreement coverages that can be offered, including:

  • Full Service Agreements
  • Maintenance Only Agreements
  • Inspection Agreements
  • Labor Only Agreements

The instructor will provide pricing strategies, and the associated financial risks. We will rehearse presenting Agreement Terms & Conditions to a prospective customer, focusing on what not to say. We will cover the pros and cons of:

  • Multi-year Maintenance Agreements
  • Construction Turnover Opportunities
  • Board Presentations
  • Team Selling


Session III

The keystone of this session is how to present a Maintenance Agreement proposal to a prospective customer. This will include team practice sessions to help master presentation techniques. Course participants will receive objective critiques to help them become more successful in closing sales. We will analyze the primary objections from prospective customers, and train on how to overcome them. This session will then explore alternative sales strategies employed to improve effectiveness and shorten the sales cycle, such as:

  • Including a Verification Meeting
  • Performing a Financial Analysis
  • Giving a Technology Demonstration
  • Creating Customized Collateral Materials
  • Hosting a Company Visit and Tour

Closing strategies and techniques will be covered, along with how to follow-up after a presentation, and how not to. Discussion will include the power of a “proposal take back”. We will identify the sales situations appropriate for consultative selling versus feature-benefit selling.


Session IV

We will study how effective sales professionals transfer new Maintenance Agreement customers to their operations department, so they are free to return their focus to the prospects in their sales pipeline. This includes how to:

  • Assemble a “Booking Package” Containing Only the Documents Relevant to Operations
  • Conduct an Internal Sales Turnover Meeting
  • Communicate Clearly to Your Operations Personnel All Promises Made to the New Customers
  • Host a Kick-off Meeting at the Customer’s Facility

Considerable time will be spent on how to identify new prospects, focusing on what works and doesn’t in today’s marketplace. We will examine:

  • Cold Calling vs. Warm Calling
  • Leveraging Existing Business Relationships
  • The Strategies of Harvesting the “Low Hanging Fruit”

We will look at a day-in-the-life of a successful Maintenance Agreement sales professional, and the pitfalls that keep others from reaching their full potential. Our final discussion will be on continued career development, personal development and industry participation.

Course Electives (Choose Four)

*Sales Presentations
*Business Writing

Safety Training for Sales Professionals
Referral Selling
Reading Mechanical Drawings
Legal Terms & Conditions
Customer Relations Training
Software Skills Overview
HVAC/R Orientation Course (held at LU597 Training Facility in Mokena)

*Required Supplemental Courses


Core Curriculum Pricing

PEC – $350