From One Truck to a Thriving Brand – How Michael Wy Grew His HVAC Business with Branding, Training & Tech
Starting, growing, and scaling a service business is no easy feat. But for Michael Wy, owner of Be Right There Heating & Air in Atascadero, CA, the winning formula came down to three essentials: branding, training, and technology. In this episode of the Service MVP Podcast, host and America's Service Sales Coach Joe Crisara dives deep with Michael on how he transformed a single-truck operation into a highly trusted HVAC brand known for professionalism, service, and results.
Want to take your service sales to the next level? Join the Service MVP Club and get expert-guided, self-paced training with weekly live coaching from Joe Crisara. Click here to learn more: Service MVP Club
The Origin Story: From Technician to Entrepreneur
Michael started as a technician, climbed the ranks to operations manager, and eventually became a general manager. But he always knew he wanted more. In 2018, he purchased a one-man HVAC operation from a retiring owner. Though small, the company had a modest database and good local reputation—the perfect platform to grow from.
"People weren’t buying from the business. They were buying from him," Michael said. His first challenge? Building trust with existing customers while introducing himself as the new face of service.
To learn more about Bee Right There, you can visit them at: https://www.callthebee.com/
1. Build a Brand That Speaks to Your Community
Long before buying the company, Michael had already been planning his own brand: Be Right There Heating & Air. The name promised fast, reliable service—and the eventual rebrand with Dan Antonelli helped solidify their visual identity.
Why branding matters:
It communicates professionalism instantly
It builds customer trust before the first call
It reduces marketing costs over time
"Your brand is the first impression. Customers feel connected before they even speak to you," said Michael. The decision to invest early in a professional brand paid off with visibility, recognition, and community trust.
2. Train to Uphold Your Reputation
Once the brand raised expectations, Michael knew he had to train his team to deliver. Three days a week of in-person sales training and service training became the standard.
Key takeaways from Michael's training strategy:
Technicians are paid 100% during training
Training focuses on culture, performance, and customer experience
Consistent practice prevents mistakes, boosts reviews, and drives sales
Michael emphasized that even small teams benefit from strong training programs: "We're a review-based industry. Great training prevents bad reviews and builds consistent experiences."
This aligns with Service MVP's sales coaching services, sales training guide, and customer service training programs designed for real-world implementation.
3. Leverage Technology Like ServiceTitan
To support growth and deliver 5-star service at scale, Michael implemented ServiceTitan. It helped modernize their operations, organize customer data, and drive smarter business decisions.
How ServiceTitan helped:
Tracks KPIs, call board, and aging equipment daily
Automates technician dispatch and customer introductions (photos, bios, ETA)
Streamlines option presentations (options > ultimatums)
Centralizes customer histories, reviews, and follow-up campaigns
Even years in, Michael still meets with a ServiceTitan coach to uncover features that make his business more efficient. That commitment to continued learning echoes Service MVP's virtual sales coaching, sales coaching certification, and business development workshops.
4. Social Media + Storytelling = Recruiting & Sales
Working with Home Service Studios helped Michael and his team tell their story through short videos and local content. This wasn’t easy at first, especially for a low-key owner.
"It was outside my comfort zone. But customers were already sold when we arrived because they had seen our content online."
This visibility created:
Higher customer conversion rates
Increased applicant interest and better recruits
Stronger sense of community recognition
It’s the power of combining business training workshops with e-learning for sales and online marketing courses to fuel modern contractor success.
Final Thoughts: Michael's Advice for Service Startups
Whether you're a seasoned pro or starting your own service business, here are Michael Wy's key takeaways:
Invest in professional branding early
Train consistently to protect your customer experience
Implement systems like ServiceTitan to scale smarter
Get a coach to shorten the learning curve and find blind spots
Use video marketing to build trust before the first appointment
Service MVP agrees: Branding, training, and tech are your sales performance coaching foundation. When done right, they create long-term growth, build better teams, and improve every customer interaction.
Ready to scale your own business? Join the MVP Club for only $99/month and access Joe Crisara's expert-led sales coaching seminars, sales training events, customer service workshops, and more.
Be sure to check out the full episode on our YouTube channel—just click the link below to watch the podcast in action!: https://www.youtube.com/watch?v=WoQBaTu2K28
