🤫 The TRUTH Behind HVAC Sales Coaching | Rilla Labs Ep. 15 | Chris DiRe

Chris DiRe is the rare guest who is both a tech founder (Successware) and a hands-on HVAC sales coach, so he sees the business from both sides.

Sports coaching is light-years ahead of sales coaching — championship teams spend most of their time reviewing game film, and sales teams should too.

If you're not inspecting the process, you're leaving your success in the reps' hands — owners must actually review calls, not just assume.

Chris reviews every one of his sales manager's 1,000-plus ride-alongs a year; that volume of film review is how a team truly improves.

The hard truth: real growth requires weeding out the people who shouldn't be on your team and replacing them, which takes time and courage.

Coachability matters more than raw talent — a solid performer who refuses to learn will cap how far he ever goes.

Build an 'iron cage' around your customers by getting your people to communicate better, using the data tools like Rilla surface.

It's not only what you say, it's how you say it — tone and delivery, just like in a marriage, decide whether the message actually lands.

Customers still buy for the same reasons they did in the 1990s; a two-call close done right beats racing to the cheapest price.