How Technical Pros Succeed in HVAC Sales without Being Sleazy by Earning Loyalty - Tony & Ben Part 1

In this episode of the HVAC Know It All Podcast, guest host Ben Reed talks with Tony Mormino is VP of Technical Media at AIR Control Concepts and a host on HVAC TV. Recorded live at AHR Expo 2025, they dive into the real-world challenges of selling large HVAC systems. Tony shares how he moved from engineering into sales and why building trust is key in commercial projects. They discuss the value of honest sales, the importance of strong relationships, and how good reps act like consultants. Tony also explains how every sale is about solving problems, not just selling products.

Tony Mormino talks with Ben Reed about selling HVAC systems for big commercial buildings. He explains how his background in engineering and learning from his dad helped him move into sales. Tony shares why trust and honesty are so important in commercial HVAC, where jobs are bigger and long-term results matter. He talks about helping engineers and building owners find the right equipment, even if it means recommending a competitor. Tony also explains how being yourself, listening well, and focusing on solving problems makes a big difference in HVAC sales.

Here, Tony Mormino talks with guest host Ben Reed about selling HVAC systems for big commercial buildings. He shares how he went from engineering to sales, learning from his dad and real-world jobs. Tony explains why trust and long-term thinking matter most in commercial work. He talks about being honest with clients, giving real advice, and even pointing them to other brands if needed. Tony shows how good sales come from solving problems and helping people, not just pushing products. He also explains that anyone can succeed in sales by being themselves and staying helpful.

Expect to Learn:

• Why Tony moved from engineering to selling big HVAC systems.

• How being honest and building trust helps in commercial sales.

• Why good salespeople focus on solving problems, not just making deals.

• How different roles in a sale, like engineers and techs, need different info.

• Why being yourself and knowing your strengths can lead to sales success.

Episode Highlights: 

[00:00] – Introduction to Part 01

[02:04] – Ben Reed kicks off the episode with Tony at AHR Expo 2025

[02:58] – Tony shares his path from engineering to HVAC sales

[04:53] – Why engineers don't usually end up in sales, and how Tony broke the mold

[06:10] – The difference between honest sales and just selling for profit

[08:33] – Building trust by guiding clients to the best solution, even if not your product

[11:46] – How to speak up with confidence when a product isn't a good fit

[13:16] – Knowing your strengths and working with a team in complex sales

[15:14] – Adapting your pitch for engineers, owners, and maintenance techs

[16:25] – The power of education-based selling and helping others grow

[18:23] – Tony's favorite equipment to sell and the types of buildings served

[19:11] – A full walk-through of the commercial HVAC sales process from start to finish

This Episode is Kindly Sponsored by:

Master: https://www.master.ca/

Cintas: https://www.cintas.com/

Supply House: https://www.supplyhouse.com/

Cool Air Products: https://www.coolairproducts.net/ 

Follow the Guest Tony Mormino on:

Tony Mormino: https://www.linkedin.com/in/tony-mormino/

Air Control Concepts: https://www.linkedin.com/company/aircontrolconcepts/ 

Follow the Hosts:

LinkedIn: https://www.linkedin.com/in/ben-reed-/

LinkedIn: https://www.linkedin.com/in/gary-mccreadie-38217a77/

Website: https://www.hvacknowitall.com

Facebook: https://www.facebook.com/people/HVAC-Know-It-All-2/61569643061429/ 

Instagram: https://www.instagram.com/hvacknowitall1/