Finding experienced salespeople has become one of the biggest challenges facing commercial HVAC contractors today. During a recent Synergy Sales Management Peer Group session, members joined Mark Connelly of Culture Index to discuss what’s working, what’s not, and how leading companies are approaching recruiting, retention, and team development.
The conversation revealed that while many companies are doing a good job retaining top performers, recruiting the right people remains difficult. Several members shared that they often promote strong technicians into sales roles, only to discover that technical expertise doesn’t always translate into business development success.
Great Recruiting Is Continuous
One of Mark’s biggest messages was that recruiting shouldn’t begin when a position opens. The strongest organizations are always building relationships with potential candidates, keeping an eye on emerging talent, and refining job postings that attract the right type of salesperson.
Rather than relying solely on resumes and interviews, companies should clearly define the behaviors they’re looking for and proactively recruit people who fit those expectations.
Hiring for Fit, Not Just Experience
The discussion also explored the difference between “hunters,” who thrive on creating new business, and “farmers,” who excel at growing existing customer relationships.
Mark demonstrated how Culture Index helps companies look beyond resumes by measuring the behavioral traits that naturally align with different sales roles. Members discussed how those insights can help identify candidates who are wired for business development, recognize internal employees with untapped potential, and ensure people are placed in roles where they’re most likely to succeed.
The conversation reinforced an important point: many performance challenges are caused by the right person sitting in the wrong seat.
Culture and Accountability Go Hand in Hand
Beyond recruiting, members shared how consistent coaching, measurable KPIs, and honest conversations have helped improve performance while maintaining strong retention.
The group agreed that accountability is about creating clarity. When expectations are communicated, performance is measured, and people are supported in the right roles, everyone has a better opportunity to succeed.
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Partner Spotlight: Culture Index
As a Synergy Partner, Culture Index helps member companies make more informed hiring, leadership, and organizational decisions through behavioral analytics. Beyond recruiting, members use the platform to improve role alignment, strengthen leadership teams, identify future leaders, and build organizations where people are positioned to succeed.
Several Synergy members have already seen the impact firsthand:
“We’ve been working with Culture Index for over 7 years now. We have used the profiles to help steer our existing employees to the right role. When hiring for office or field leadership, we send the survey after our initial phone conversation and before meeting with anyone in person. We have learned how to prioritize certain traits needed for specific role. We have enjoyed a great value with this platform and I would happily recommend it to any of our Synergy peers.”
– Steve Stachorek, Atomatic
“Culture Index allows us to define the needs of each position and test whether an applicant is hardwired for the job. Their process has a 93% accuracy rating, helping us increase our odds of getting the right person in the right seat on the bus. We’ve also used Culture Index to build complementary teams and coach employees to better appreciate each other’s strengths.”
– Kevin Almon, Vital Mechanical Service
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Interested in learning more about Culture Index? Reach out to Kathy and she’ll be happy to connect you with Mark Connelly to learn how other member companies are using behavioral analytics to strengthen their organizations.
