~ The Service Professionals Resource ~ 
August 7, 2013 
Volume 9, Issue 8                                                                                                            $2.95
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Publication Data
Mark Matteson publishes his Sparking Success EZine Street newsletter on the first Wednesday of every month. The next newsletter will go out on September 4, 2013

A simple choice
Freedom From Fear Forever

freedom from fear
Freedom From Fear Audio CD
Audio CDs
Sales Success Stories
Mark Matteson gives over 75 presentations each year. Book him now to secure the inspiring message that will spark your group's success! To watch Mark's demo video, go to: www.sparkingsuccess.net. Call 206.697.0454 or e-mail him at mark.enjoythejourney.matteson@gmail.com.


By Mark Matteson
A number of years ago, a very successful HVAC service company, TD Industries, hired me for a day to teach commercial service sales to their 35 maintenance sales professionals. As a value added, I forwarded a copy of an e-book I had just written and asked the vice president of sales to forward it to each attendee, with the strong suggestion they read it BEFORE the seminar. I explained I would be referencing some of the principles and stories contained therein throughout the day we had together. One gentleman had just been promoted from technician to maintenance sales two months before. He devoured the e-book, borrowed a lesson from it, and closed his very first large sale. He reached out to me to share the good news and has been doing so ever since. We have become good friends.

I told that group, "God gave us two ears and one mouth for a reason. Most salespeople don't use them in that ratio, that is, listening sixty-six percent of the time and talking thirty-three percent of the time. If you can do that and focus on building a breakthrough relationship, sales will happen as a matter of course. Service sales are complex sales and the world of HVAC is a relationship business." That has been my experience. It delights me to inform you that former technician wrote the following article. It proves my case nicely. His future is so bright it burns my eyes.  
Listen and Deliver  
(How I landed my second whale in two years) 
by Larry Zollinger

Listen and Deliver. That is such a simple statement, easy to say, hard to do. Like the Golden Rule, we all agree it should be a habit and the world would be a better place if everyone did it. I am glad most of our competitors don't practice what I preach. It's how I landed my second whale in two years, a service agreement for a little over $200,000. Here is my story. My hope in writing it is it will assist you in landing a big fish in your market.

This particular 440,000 square foot building had been used over the years as a manufacturing facility for cell phones and computers. The entire building is conditioned to the tune of 1,800 tons, all roof-top package units.

It all started when I got a call about this building. I had very intimate knowledge of the systems, as I had, over the years, worked hard to form a great relationship with the owner. I was called in to discuss the possibilities of repairing or replacing the existing units for a prospective new tenant. A meeting was scheduled with the owner and the prospective new tenant's representatives. I was asked to provide pricing to replace all the units and to repair the units as well (85 RTUs).

This was a high-profile project; they weren't leaving anything to chance. In attendance was the vice president of the new tenant, the vice president of the general contracting company they had hired to oversee the renovation of the building, the superintendent of construction, several other key project managers, the executive vice president for the property management company, the building owner, the leasing agent, and me. The property management company really didn't have a place at the table and all they did was muddy the water and slow things down.

I wish every project could have the decision makers involved from the start like this. However, this also caused a problem; everyone thought their priorities were more important than everyone else's.

We were to be working for the owner, the general contractor, the new tenant, and the property management company (insert Muddy Waters singing "I'm a Man").

After an hour or so of discussing capabilities and much gnashing of teeth, they were convinced that we were a good fit and had the capabilities to make this happen.

Did I mention that this project was to start and be finished in two months? Yikes! We ended up working seven days a week, 16 to18 hours a day.

It turns out that I was able to get my construction group involved, and they ended up performing around $1.8 million in renovations to the inside mechanical systems, adding 10 additional A/C units, one CRAC unit for the computer room, and installing compressed air lines throughout the complex. All this was done through the general contractor they had brought in.

My service side was busy repairing all 85 units on the roof. Each unit was in various stages of disrepair; that turned out to be around $200K in repairs.

The building also had a really old control system that was no longer functional and needed to be replaced. Since we sell and service these as well, I initiated that conversation. It seems the property management company was trying to do "an end around" and had brought in a different company to do the controls without our knowing. I sniffed it out pretty quickly.

After speaking with the other control company, they were so smug and confident that they would be installing the new system, they would hardly talk to me. Little did they know that I had the relationship in this deal and not them. Never judge a book by its cover! The lesson they would learn? Never be too confident that it clouds your judgment. Two weeks later, we had closed the deal for our new control system-$180K!

As the project started getting close to the move-in day, I set up a meeting with the VP of the new customer and his on-site manager to discuss their maintenance options, what level and type of coverage they were interested in.

In the lease agreement, the owner would guarantee 65 of the existing units and be responsible for the replacement of any of these if at any time, during the agreed-upon length of time of the contract, the repair of one of these units would outweigh the cost of replacing it, or if we as the service company deemed it necessary to do so.

These 65 units would be covered under planned maintenance and the remaining 31 units would be full maintenance. On July fifth, I was able to pull this whale into the boat. Total annual service agreement was for $201,142.00.

There were a lot of moving parts in this one. It was a challenge to get this done in such a short time, since deals of this size usually take a year or so to work out.

Never underestimate the power of a great relationship and being able to rise up to the challenges of thinking outside the box.

This was my second maintenance agreement of over $200K in consecutive years. Mark Matteson taught: "I was given two ears and one mouth for a reason!"

I didn't even have to ask about their pain ... all I had to do was listen and deliver! I am going to need a bigger boat.

Larry Zollinger is a sales professional at TD Industries in Fort Worth, Texas. He loves to share his sales stories in his own unique southern style. To book Larry to speak to your group, call 817-319-0559 or e-mail him at larryzollinger@sbcglobal.net 
Mark Matteson gives over 75 presentations each year. Book him now to secure the inspiring message that will spark your group's success! To watch Mark's demo video, go to: www.sparkingsuccess.net. Call 206.697.0454 or e-mail him at mark.enjoythejourney.matteson@gmail.com.  
Book of the Month 


The Greatest Salesman in the World 

by Og Mandino 


The Greatest Salesman in the World

He was born December 12, 1923. He loved to read and write, eventually becoming editor of his high school paper. He had planned to attend the University of Missouri to study journalism when his mother died suddenly of a heart attack. He worked in a paper factory until World War Two broke out and he became a bombardier and befriended fellow pilot, actor Jimmy Stewart. After the war, he struggled as an insurance salesman, eventually turning to the bottle for solace. He was fired from his job, his wife left him, and one dark, snowy night in Cleveland, he attempted suicide, failing that as well. He stumbled into a library to get out the cold, where he gathered an arm full of self-help books (Emmett Fox, Napoleon Hill, and W. Clement Stone). Eventually, he read hundreds of self-help books. He turned his life around and became a successful salesman and went on to become editor of Success magazine. At the age of 52, he retired to commit the rest of his life to writing books and lecturing. His first success as an author was a little 108-page fable. That little book changed his life and fortunes. He wrote 19 books in all. My late publisher and mentor, Charlie T. Jones, a good friend of this author, told me he would write every night from 10 PM to 2 AM. Before he died on September 3, 1996, he had sold over 50 million copies of his books worldwide. 

Twenty-five years ago, I stumbled across his first book. It changed the way I saw my work and life. It inspired me to truly commit myself to my new profession. You see, I had made an exciting transition from technician to sales professional. I was a sponge. I read every book about sales I could get my hands on. The book was The Greatest Salesman in the World by Og Mandino.
The chapters are like prayers; I used them as affirmations, as the book advises, every day for a year. My sales eventually soared.
  1. Today, I begin a new life.
  2. Today, I will greet this day with love in my heart.
  3. Today, I will persist until I succeed.
  4. Today, I am nature's greatest miracle.
  5. Today, I will live this day as is if it were my last.
  6. Today, I will be a master of my emotions.
  7. Today, I will laugh at the world.
  8. Today, I will multiply my value one-hundred fold.
  9. Today, I will act now.
  10. Today, I will pray for guidance.

Larry Zollinger might not be the greatest salesman in the world, but he certainly has become one of the best in his industry. Nice going, LZ. I am proud to be your friend. Thanks for your story! 


Mark Matteson gives over 75 presentations each year. Book him now to secure the inspiring message that will spark your group's success! To watch Mark's demo video, go to: www.sparkingsuccess.net. Call 206.697.0454 or e-mail him at mark.enjoythejourney.matteson@gmail.com.