Advanced Sales & Communications Training

Revolutionize Your HVAC Sales Success!

Imagine if you could accelerate your HVAC sales efforts

Do you fall into the trap of many HVAC contractors who focus their training efforts on product knowledge or facts, features and benefits which shockingly have little impact on whether or not you make the sale?   Unfortunately that's where most HVAC training is focused and yet only about 20% of why your customers buy. 

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

Calgary Residential HVAC Contractors

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

  • Is your or your salesperson's lack of confidence negatively affecting your sales conversion rates? But what's causing this issue?
  • Are you experiencing a lack of necessary skills and knowledge, leading to uncertainty when closing deals?
  • Are you frustrated that your HVAC sales efforts are consistently falling short of achieving your desired conversion percentages?
  • 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?

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 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 sales, customer satisfaction, and profitability, ranging from 20% to an astounding 200% or more!

Imagine if you can focus on what you do best 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.
  • 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 the powerful philosophy of "selling is serving."

As the Founder of the Expert Edge Sales and Communications Training Program, 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 coach 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

It's not for everybody, 

It's only for you if you are someone looking to improve your results by 2X, 3X or 4X!

Schedule Your Application Call To Discover if its Right For You


Location of Training

Hampton Inn & Suites by Hilton - Calgary Airport

2420 - 37th Avenue, NE  

Start Date and Finish Date

Starting Wednesday September 20th 9AM - 12PM

8 Consecutive Wednesdays in a row

Finishing on Wednesday November 8th 9AM - 12PM


Experience our training program with complete peace of mind. We're confident that our program will provide you with valuable insights and skills that can enhance your professional journey. To eliminate your risk, there is also a full refund guarantee for anyone who actively engages in all sessions and informs us as well as returns all training materials upon the conclusion of the final session that they did not find this experience to be a beneficial use of their time. Your satisfaction is our priority, and we stand by the quality and effectiveness of our training program.