Joshua Warner used two words to describe the biggest benefits of Sales Pro in ServiceTitan for his business: Accountability and transparency.
“It gives us a lot of accountability within our business, and also a lot of transparency with management and technicians in customers' homes,” said Warner, the CEO and Founder of Maverick Electric, Plumbing, Heating and Air in Roseville, Calif.
Those words sum up the benefits of Sales Pro, ServiceTitan’s sales coaching platform.
Warner could have added a third word that is the result of the first two: success. Because Warner said Sales Pro played a key role in helping his business reach some more than impressive growth numbers.
Growth at Maverick from January 2024 to January 2025 was 73%, and February to February was 84%. In 2024, business increased every month, with monthly jumps between 40% and 100%.
Sales Pro is just one piece of ServiceTitan functionality that made that happen.
“It’s all the little things that you don’t even notice that make ServiceTitan so valuable,” Warner said. “It’s just helped us maximize our employee base. Rather than having massive overhead in the office, we can automate a lot and keep a few really good people in place.
“(ServiceTitan) maximizes that.”
From an old truck to $22 million
Warner’s meandering path to ownership of Maverick and the trades started in his college years (2013-17) at the University of Utah, when Warner worked his way through school as an apprentice to an electrician. He quickly learned he could make a good living in the trades, so he dropped out of school and concentrated on electrical.
He and his wife eventually moved to California, where they were from. In 2020, he was operations manager for an electrical business in the Sacramento area, and the uncertainty about what might happen had the owner concerned.
“He was basically saying, ‘I don't know if we're going to shut down,’” Warner said. “I had a three year old and a one year old at the time, and I'm like, ‘Well, that's not an option for me.’"
Warner borrowed his father’s 1994 Dodge pickup, and leaned on the $3,000 he had in the bank.
“I just decided to start running service calls,” he said. “May of 2020 was our first month in business.”
Just less than five years later, Maverick has added HVAC and plumbing, and purchased other businesses in the area. He said he projects revenue in 2025 to be about $22 million. His story could be a meme: From the back of a pickup to $22 million.
“We just keep growing and growing,” he said.
Sales Pro ‘gives me actual insight’
Warner said Sales Pro has been integral to scaling the business. Sales Pro allows businesses to capture and analyze sales and service calls between technicians and customers. Paying attention to these conversations gives a business and team the tools and insights needed to improve sales skills, close more deals, and drive revenue.
“Rather than me sitting in front of the training room for an hour talking about things, Sales Pro gives me actual insight to know what I need to talk about and what they're not doing,” Warner said.
It works because it helps the bottom line, which helps the business and the team. In the first month Maverick used Sales Pro, average tickets saw a 30% increase.
“Obviously teams work on commissions and bonuses, so they want to earn more money,” he said. “And the company can't earn more money unless they're performing and doing well themselves, so they've kind of realized (Sales Pro) is there to help them perform better so that they can earn more money for their family.”
ServiceTitan’s value is in ‘little things’
Sales Pro is among the latest developments for ServiceTitan. And while the idea of conversations being recorded might sound like Big Brother, Warner said the benefits far outweigh the minimal concerns. Sales Pro even generated healthy competition within the Maverick staff, he said.
“Our CSRs in the office, every single thing that they do is recorded and graded (within ServiceTitan), and we know everything they do all day long,” Warner said. “The technicians, we have them in training in our shop multiple times a week, role-playing on how they're supposed to act in the home. And obviously when we do a ride-along in person, they act like they should when a manager's on site.
“It just made sense to understand what the technicians do at every single call. Most of them actually appreciated it, knowing that they actually get graded on what they do. And that they're doing their job and they get praised for it. A lot of them actually enjoy it.”’
Follow through … become successful’
The key to making Sales Pro successful, Warner said, is taking the time to apply what’s available.
“Our name kind of means that we're a rogue,” he said. “We're kind of different than anyone else, and our process reflects that. In trainings, we'll pull up recordings of people actually using our process and we’ll show the team. It just gives us more proof in the pudding basically, that when you do what we instruct you to and follow through with it, you become successful.”
Warner said ServiceTitan has helped Maverick grow to the point that it just purchased two more companies, and is in the midst of buying more.
“ServiceTitan will be on all of them,” Warner said.
So, presumably, will Sales Pro.
Ready to boost your team’s performance with Sales Pro? Book a demo today.
