CASE · PE-BACKED MECHANICAL SERVICES PLATFORM · $200M+ · MULTI-BRAND
Cross-sell, installed.
A multi-brand mechanical services platform: HVAC, plumbing, fire protection, electrical. Five sellers to forty. One system underneath all of it.
THE SITUATION
The platform thesis was simple: acquire strong regional mechanical services brands and grow each account across service lines. The math works only if reps sell outside their own trade. They didn’t. Leadership’s own estimate: roughly 80% of reps wouldn’t cross-sell. Not for lack of incentive. Not for lack of service knowledge. Fear of getting asked a technical question in a trade they didn’t own. A plumbing rep standing next to a struggling chiller said nothing, because saying something invited a question he couldn’t answer.
The platform was acquiring revenue it couldn’t cross-pollinate, on a CRM configured by a consultancy that had since walked away. When the engagement began, the commercial organization was five sellers.
THE INSTALL
Seven moves, one system.
01 · SCORECARD + MATURITY ASSESSMENT
Baseline across the go-to-market. Top priorities named. Every move that followed traced back to this diagnostic.
02 · SALES PLAYBOOK
Built and shipped September 2024; rebuilt February 2026 with cross-sell as the throughline. Seven-stage sales process mapped to the CRM, discovery framework, buyer personas by audience, objection frameworks, and an account prioritization matrix. The playbook isn’t a binder. It’s your source code.
03 · IN-PERSON PLAYBOOK TRAINING
The platform’s first cross-brand sales conference, designed and run by MXL: roughly 40 reps from every operating company in one room, April 2026, focused on cross-sell and expansion execution post-acquisition.
04 · AI SIMULATOR + COACHING
Simulation studio live: realistic buyer personas, scored roleplays, rubrics tuned to the playbook’s frameworks, and a leaderboard. Piloted with field reps, then staged across 35 users brand by brand. Small, owned, scored, recurring. Managers coach from the data: language, tone, behavior.
05 · EXECUTIVE + MANAGEMENT COACHING
Bi-weekly and running. Guidance, accountability, and decision support at the CCO and sales-leader level.
THE RESULTS
5 → 40
SELLERS ACROSS THE ENGAGEMENT. THE SYSTEM HELD AT EVERY SCALE
~12%
ORGANIC GROWTH PROJECTED FOR 2026, THE BOARD’S NUMBER
40
REPS IN ONE ROOM: THE PLATFORM’S FIRST CROSS-BRAND SALES CONFERENCE
35
USERS LIVE ON THE SIMULATOR ACROSS EVERY OPERATING COMPANY
The organization scaled eightfold, much of it through acquisition, and the system held: same process, same playbook, same scoring, every brand.
Reps now practice, in the simulator, the exact cross-trade conversations they used to avoid.
One system underneath every brand, holding at eight times the scale it started at.
THE MODEL
Installed, then operated until it compounds.
MXL doesn’t deliver a binder. We install the system: ICP, lead engine, CRM, cadence, coaching. Then we operate it alongside the team until it compounds without us.
INSTALL · OPERATE · COMPOUND
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THE DIAGNOSTIC IS $15,000 · THREE WEEKS · CREDITS TOWARD THE FIRST INSTALL