TECH Communications & Sales Training

Revolutionize Your HVAC Success!

Confidently Engage With Your Customers So That They Enroll for Their Reasons, Not Feel Sold To For Yours!

Calgary Residential HVAC / Plumbing Technicians' 

Do you fall into the trap of many HVAC and Plumbing contractors who focus their training efforts on product knowledge or facts, features which shockingly have little impact on whether or not your customers buy?   

Unfortunately that's where most contractor training is focused and yet only about 20% of why your customers buy. 

Curious to discover what's the real reason your customers buy?  

Is it possible that some of these are true for you. . . 

  • Is your lack of confidence negatively affecting your sales opportunity? But what's causing this issue?
  • Are you experiencing a lack of necessary skills and knowledge, which hold you back from serving your customers.
  • You feel more comfortable on a service call getting in getting the job done and then leaving, because you are unsure of how to build rapport and trust with the homeowner. 
  • Are you frustrated that your HVAC/Plumbing sales efforts are consistently falling short of achieving your desired results?
  • Do you believe that simply offering a quote is enough to secure the business? But what truly drives customers to make a decision?
  • You find it challenging to communicate the value of your offerings in a way that elicits a resounding "heck yes" from your customers, instead of leaving them uncertain with a mere "maybe"?

Would it be valuable to discover the solutions?

See if you are Eligible for Canada-Alberta Job Grant

Eligible employers can get government funding to help employees access training opportunities.

Discover a game-changing solution that will significantly improve your results

  • You are going to have a secret weapon that very few people know about designed to boost your communications and sales through powerful education and questions for your customers, its been used to make millions and we're going to share it with you.
  • What would happen if you and your team had more confidence because you are no longer selling, you are now enrolling the homeowners for their reasons not sold for yours?
  • What would it feel like knowing the right questions to ask your homeowners?
  • Imagine mastering the art of effectively communicating the value of IAQ (Indoor Air Quality) products to boost your sales
  • Imagine your quote standing out because you are now a trusted adviser as opposed to a salesperson.

Good News Is, There Is A Powerful Solution!

Your proven program is tailor-made to address the unique challenges you face, empowering you to achieve dramatic improvements in effective communications, sales, customer satisfaction, and profitability, ranging from 20% to an astounding 200% or more!

Imagine if you can focus on what you do best serving your customers combined with proven skills and training that will allow you to get 2X, 3X or 4X results! 

  • You will discover a powerful blueprint that gives you more confidence serving your customers and not selling them.
  • Each week you will learn skills that you can implement that same day!
  • This is not a stock, one size fits all program. This is customized to your industry, to your prospects to their needs and wants so that you can achieve the sales results you desire.

After 25 years of significant success in both residential and commercial HVAC sales, your customized training will focus on your customers needs and wants to help them get to an easy decision. Significant  research and interviews from top producing HVAC contractors in Canada went into creating this program.

Unlock your potential, Supercharge your sales. Choose "Expert Edge" training today!

Don't miss out on this limited-time offer, granting you exclusive access to transformational skill sets that can revolutionize your approach in your market. By seizing this opportunity, you'll be among the first to employ these powerful skills that will lead you confidently to a resounding "yes" from your customers!

Shawna Roch

Dynamic Performance Solutions

Meet Shawna Roch

Shawna Roch is a distinguished Entrepreneur, Speaker, Author, and Thought Leader with a wealth of experience spanning 25+ years in the HVAC Industry. Her impressive background includes serving as the Western Canadian Marketing Manager for one of Canada's largest Heating, Air Conditioning, and Plumbing Wholesalers for 5 years. Following this, she achieved remarkable success in residential and commercial sales for over 20 years, specializing in various areas such as chillers, cooling towers, pumps, rooftop units, project management, controls, and residential equipment sales.

Shawna's sales acumen has consistently placed her in the top 1% year after year, generating millions of dollars in revenue. She is passionate about sharing her expertise and insights on achieving personal success through powerful philosophies such as "selling is serving" , "enrolled not sold", "ask don't tell"

As the Founder of the Expert Edge Advanced HVAC Sales and Communications Training, Expert Edge HVAC Tech Communications and Sales Training and the Expert Edge HVAC Mastermind - Mastery in Motion, Shawna is dedicated to equipping individuals with the necessary tools and knowledge to attain outstanding sales results. With her program, she empowers others to gain a competitive edge and reach their unique definitions of success.


I attended the 8-Week Expert Edge HVAC Sales, Communication and Skills Training in the fall of 2023. I was blown away with the content and the course. The course was not overwhelming and gave me time each week to implement what was taught the week before. The content was just not sales but great life skills as well. Shawna really took the time with each individual to make sure that the content made sense. I highly recommend Shawna and the Expert Edge program to friends and family—this training is a transformative investment that extends beyond just HVAC sales.

Matt Gauthier, Owner

Big Springs, Plumbing, Heating & Air Conditioning Ltd.

Having spent over 25 years in sales, I've come to a profound realization—sales should be aptly renamed as "Enrollment Reps." This paradigm shift has illuminated a brighter future for business. The insights gained from this program have been a genuine game-changer, redefining the way I approach sales with a newfound perspective on the art of enrollment.

This program is a true GAME CHANGER!!!

Danny Hunter, Business Development

Refrigerative Supply, Calgary North

Working with Shawna you know she wants to know you. She is a master, she listens and asks the questions you haven’t even thought of. She cares about you, your family and your business.

 Shawna has been instrumental in the growth of our business. I can’t say enough.

Melissa McQuade

Shift Air Mechanical 

Shawna provided an excellent Sales Training Package.  I enjoyed the process which was broken down well into segments that flowed well and helped facilitate the learning.  It made it seem easy!  The visual/physical things added were good ways to help imbed the steps.  The ability to practice as we went along helped cement the learning. I Highly recommend working with Shawna and enrolling into her Expert Edge Sales & Communications Training. 

Shelley Hagen 

Entrepreneur, Real Estate Investor, Trainer

If you want to learn to master the sales process in a way that is not only effective but comfortable and genuine you will never find a better trainer than Shawna.

I guarantee that if you trust Shawna and follow her process, you will improve as a sales professional in ways you never thought possible.

Eric Jackier

Coach, Author, Speaker, Success Principles Trainer

Shawna puts her heart and soul into sharing her wisdom and experience. Absolutely recommend paying attention to everything Shawna has to offer.

You'll be celebrating your growth before you know it and believing in your ability to sell just as easy as having a conversation.

Joe Bowman

Contractor, Coach, Success Principles Trainer

Share Best Practices, Wins and experiences with each other

This is a space to learn and participate in experiential exercises, give valuable feedback and share with others! 

It's not for everybody, 

It's only for you if you are someone looking to effectively communicate with your customers, improve your results, add to your skillsets, practice and implement what you've learned!

Schedule Your Application Call To Discover if its Right For You

Frequently Asked Questions


How long is the program?

The Program consists of:

  • 5 consecutive Thursdays Live Training from 8:00am - 11:00am
  • 1 Integration week
  • 1 Final Session - Friday 8:00am - 3:00pm - catered lunch, Certificate of completion celebration.
  • For a total of 21 Hours 


When does the program start and finish?

Start Date:  

Thursday March 14, 2024 

Thursday March 21, 2024

Thursday March 28, 2024

Thursday April 4, 2024

Thursday April 11, 2024

April 15-19 integration week - meet back following week

Finish Date:

April 25, 2024


Who is this training  for?

Residential HVAC Service Technicians! If you're seeking to enhance your ability to engage effectively and communicate the value of your company, services, products, and maintenance programs with confidence, then this training is tailor-made for you. Say goodbye to awkward sales conversations and hello to effortless conversations that convey the benefits your customers seek. Join us and transform your customer interactions into seamless exchanges that leave both you and your customers satisfied. 


What do I have to do the prepare for the training?

Come to the program with an open and curious mind ready to discover several timed test skills that will level up your communications, confidence and sales abilities. Also be prepared to Practice, Drill and Rehearse so that you can implement what you have learned in the same day and following week.

You will be supplied with a notebook, pen and a Training Guide plus a gift upon arrival.


Can I apply for Canada-AB Job Grant with this Training?

Yes you can visit there website at https://www.alberta.ca/canada-alberta-job-grant or check it out here: 


What is my investment for this training?

You must apply for this training as there is an interview process to see if you are a fit and if there is value for you.

If so your investment is $3200 +GST per person.