The Psychology of Competitive Advantage: Building High-Impact Customer-Facing Professionals
3:00 – 5:00 PM
Monday, October 26, 2026

In today’s marketplace, products, pricing, and availability are becoming increasingly commoditized, making it harder than ever for independent distributors to differentiate themselves. The organizations that will thrive are those that create exceptional customer experiences through every interaction.

In this engaging session, Russ Horrocks explores the psychology behind why customers choose one distributor over another and shares practical strategies for developing Territory Managers and all customer-facing personnel into trusted business partners who create confidence, reduce uncertainty, and build lasting loyalty. Drawing on nearly three decades of industry experience, Russ will introduce proven concepts in communication, leadership, relationship development, and customer psychology that help organizations move beyond transactional selling to become the preferred choice in their market.

Attendees will leave with practical ideas for creating a culture that strengthens customer relationships, differentiates their organization, and builds a sustainable competitive advantage that competitors cannot easily replicate.

About the Speaker

Russ Horrocks established himself as one of the top HVAC sales professionals in the country early in his career. In 1999, he discovered his passion for training and coaching others, driven by a belief that sales isn’t about doing things to customers, but for them.

This mindset led Russ to explore psychology and behavioral economics, where he uncovered the real drivers behind trust, decision-making, and impact. His approach challenges traditional sales training, proving that you can not only love what you do—but also how you do it. By helping professionals unlock their highest potential, Russ empowers those he works with to achieve extraordinary performance.

Since 2011, Russ has worked on-site with over 40 companies, training teams to create continuity in the customer experience. He specializes in working with performance-based trades professionals but also trains and supports all personnel involved in the customer journey.

In the last decade, Russ has been discovered by a unique group of trades professionals—the technician. Most companies struggle to help their technicians reach the highest level of performance because they don’t know how to reconcile what Russ calls the Technician Paradox. In recent years, Russ has helped thousands of technicians unlock their potential, paving a pathway to personal confidence and exceptional performance—all without ever feeling like, or appearing to be a salesperson.

In addition to Russ’s 10-12 full time clients he always maintains, Russ is a highly sought-after speaker, motivator, consultant, coach, and trainer, inspiring thousands of professionals across North America. He has become a favorite among individuals, companies, distributors, and manufacturers seeking a better way to break through their own personal growth limits.

Since 2011, Russ has been a business partner with industry legend Drew Cameron. Together, they operate Flow Odyssey, a company dedicated to helping professionals with the most important work they will ever do in their lives—the work they do on themselves.

In addition, Russ is a proud Original Faculty member of industry better practices leader, EGIA’s Contractor University. On this platform Russ is grateful he gets to influence thousands of trades professionals every year.

Russ continues to teach and coach every day of his life, but if you ask him, he will tell you he will forever be a student of the craft he loves so much.