RevUp Sales Playbook
Combined HVAC Solutions Platform — A comprehensive guide to market strategy, ideal customer targeting, sales process, deal management, and team performance.
Context Snapshot
The combined organization provides a full spectrum of commercial HVAC and facilities services, supporting single-site, regional, and national commercial customers requiring coordinated performance solutions.
Core Services
- HVAC repair, installation & preventive maintenance
- Refrigeration services & emergency response
- Energy efficiency consulting
- CAPEX project management
- Multi-site facilities program management
Customer Markets
- Retail, grocery & foodservice
- Commercial real estate & property management
- Logistics & warehousing
- Healthcare & education
- Corporate facilities
Delivery Model
- Direct service execution
- Portfolio-level program management
- Regional self-performed execution
- National account management
- Vendor consolidation support
Playbook Sections & Purpose
This playbook is organized into six sections, each designed to operationalize a specific dimension of the sales function — from market definition through team execution.
Total Addressable Market (TAM)
Define who the organization can sell to and where to focus outreach.
Ideal Customer Profile (ICP)
Operationalize the buyers most likely to convert and achieve success.
Sales Approach
Messaging, discovery focus, triggers, and practical conversation tools.
Sales Process
Stage definitions, entry/exit criteria, and supporting assets for consistent execution.
Deal Management & Sales Forecasting
Scoring framework, minimum confidence thresholds, and "next yes" definitions.
Sales Team, Goals & KPIs
Activity model, suggested KPIs, and placeholders for targets to be validated.
0.0 Total Addressable Market (TAM)
Organizations requiring commercial HVAC, refrigeration, installation, preventive maintenance, emergency service support, energy optimization, CAPEX planning, and multi-site facilities management across single-site and distributed operations.
0.1 Ideal Customer Profile (ICP)
Focused ICPs prioritize sales and marketing activity, shorten sales cycles, and improve win rates by concentrating effort on accounts that align with the organization's operational strengths, service capabilities, and program management model.
Buyer Titles to Target
- Facilities Manager / Director of Facilities
- Regional Facilities Manager
- Director of Operations / VP Facilities
- VP Real Estate / Procurement Manager
- Facilities Program Manager
- Energy Manager / Asset Manager
Unknowns Requiring Confirmation
- Average account size
- Typical contract values
- Common procurement cycles
- Decision-making structures
0.2 Sales Approach
The core approach is customer-centric: understand the prospect's operating environment, clarify desired outcomes, demonstrate capabilities, quantify impact, and position the organization as a long-term facilities performance partner — not a transactional service provider.
Understand
Current operating environment and challenges — downtime, cost, vendor complexity, energy consumption, compliance exposure.
Clarify
Desired outcomes including reliability, cost control, visibility, energy performance, and simplified management.
Demonstrate
How service, maintenance, refrigeration, installation, energy consulting, and program management capabilities deliver those outcomes.
Quantify
Operational and financial impact to create urgency.
Position
The organization as a long-term facilities performance partner rather than a transactional service provider.
Buyer Questions the Sales Team Should Help Answer
How can we reduce HVAC and refrigeration downtime?
How can we lower emergency repair costs?
How can we improve consistency across locations?
How can we better manage HVAC assets and CAPEX planning?
How can we improve energy efficiency and operating performance?
How can we simplify vendor management and reporting?
Conversation-Opening Guidance & Trigger Types
Command Statements
"We help multi-site operators reduce downtime, control HVAC operating costs, and standardize performance across every location."
"We help facilities teams simplify vendor management while improving reliability and visibility."
Open-Ended Discovery Questions
- "Walk me through how HVAC and refrigeration service is managed across your locations today."
- "What operational challenges create the most disruption for your facilities team?"
- "How do you currently prioritize maintenance, repairs, and replacement decisions?"
Trigger Types to Listen For
Vague Triggers
"We're spending more on repairs." / "Service quality is inconsistent." / "We need better visibility."
Curiosity Triggers
"We're evaluating preventive maintenance programs." / "We're looking at vendor consolidation." / "We're trying to reduce energy costs."
Pain / Problem / Impact
Pain = downtime and cost overruns. Problem = fragmented service management. Impact = increased operating costs, reduced uptime, compliance exposure, and poor asset performance.
Pain-to-Solution Alignment
Every customer pain maps directly to an organizational capability and a measurable outcome. Use this framework to anchor discovery conversations and proposal narratives.
Frequent Equipment Failures
Pain: Frequent equipment failures
Solution: Preventive maintenance and rapid response
Outcome: Reduced downtime and improved reliability.
Multiple Vendors & Inconsistent Service
Pain: Multiple vendors and inconsistent service
Solution: Centralized program management and standardized SLAs
Outcome: Improved consistency and accountability.
Rising Operating Costs
Pain: Rising operating costs
Solution: Energy optimization and lifecycle planning
Outcome: Reduced operating expense and improved budgeting.
Poor Asset Visibility
Pain: Poor asset visibility
Solution: Reporting, benchmarking, and portfolio oversight
Outcome: Better decision-making and CAPEX planning.
0.3 Sales Process
Single direct commercial channel focused on selling service agreements, preventive maintenance programs, refrigeration services, installation projects, energy consulting, CAPEX planning, and multi-site facilities management solutions.
Pre-Funnel / Lead Status
Contact
Individual buyer record captured in CRM.
Marketing Qualified Lead (MQL)
Contact engaged with relevant content or requested information.
Sales Accepted Lead (SAL)
Lead reviewed and accepted by sales for outreach.
In-Funnel Deal Stages
Tracking Requirements
- Record portfolio size and location count.
- Record key stakeholders and buying committee.
- Document business case metrics.
- Track proposal, negotiation, and expected close dates.
- Record all "Next Yes" commitments with owners and due dates.
Supporting Content / Assets
- Site assessment templates
- Program overview one-pagers
- Energy and lifecycle planning tools
- Proposal templates
- SLA templates
- Customer references and case studies
0.4 Deal Management & Sales Forecasting
Deal scoring uses four categories — Business Case, Solution Fit, Committee Engaged, and Agreed Timeline. Score each category 0.0 / 0.5 / 1.0.
Deal Score Guidance & "Next Yes" Definition
Deal Score Thresholds
4.0
Committed
3.0–3.5
High Confidence
2.0–2.5
Moderate Confidence
Below 2.0
Low Confidence
Definition of "Next Yes"
The smallest committed action that materially advances the opportunity.
Examples:
- Schedule an assessment.
- Approve a pilot.
- Share asset inventory.
- Review proposal with procurement.
- Commit to contract signature date.
Forecast Process Notes
- Update scores weekly.
- Track all Next Yes commitments.
- Remove stagnant opportunities from forecast reviews.
- Review forecast accuracy monthly.
0.5 Sales Team, Goals & KPIs
Suggested KPIs
L.A.P.S. Activity Model & Roles
Numbers below are placeholders to illustrate the model and must be replaced with validated operational metrics.
L — Leads
Monthly qualified inquiries generated.
A — Appointments
Monthly discovery meetings & assessments scheduled.
P — Proposals
Monthly formal proposals submitted.
S — Sales
Monthly contracts closed.
Roles & Responsibilities
Account Executive
Primary relationship owner. Manages discovery, pilots, proposal, and negotiation.
Solution / Technical Lead
Leads scoping, audits, and pilot design. Can be a technical consultant or field operations lead.
Program Manager (Post-Sale)
Owns implementation, vendor governance, and SLA tracking.
Executive Sponsor
Engages for strategic accounts and procurement escalation as needed.
Coaching & Enablement Checklist for Sellers
Memorize the core value narrative and vendor-neutral positioning.
Practice discovery scripts that extract portfolio metrics (site count, spend, uptime, CAPEX cadence).
Be able to explain pilot scope and commercial structure quickly (timeline, deliverables, KPIs measured).
Always close for a calendarized "Next Yes" and record owner/date in CRM.
Appendix — Validation & To-Do
The following items require confirmation with RevUp leadership before the playbook is finalized for active use.
Account Sizing
Validate portfolio size thresholds and average HVAC spend per site for target accounts. [TO CONFIRM]
Buyer Titles & Procurement Thresholds
Confirm buyer titles and procurement approval thresholds at typical Evergreen target customers. [TO CONFIRM]
Pilot Scope & Pricing
Agree on pilot scope template and commercial pilot pricing approach. [TO CONFIRM]
Pipeline Coverage & Sales Targets
Set pipeline coverage rules and numeric sales targets with RevUp leadership before using KPI placeholders above. [TO CONFIRM]