Michael Goater, cofounder of Success4Others LLC, insists his job as “chief motivator” at the HVAC sales training company is anything but work.

“This is too much fun to get paid for,” said Goater, who founded the Scottsdale, Arizona-based company in 2014 with business partner Eric Andrews. “Our private clients are some of the more forward-thinking contractors looking to advance their processes and take their businesses to the next level. It’s been fun, for sure.”

Goater’s commitment to Success4Others’ goal of helping “as many people as possible improve their quality of life, production, and earnings” has earned him the title of The NEWS’ 2015 Best Trainer runner-up.


Goater began his HVAC career with Rochester, New York-based Isaac Heating & Air Conditioning, where he worked as an installation helper and residential installer before entering sales.

“Ray Isaac and his team largely influenced my career,” Goater said. “Starting there and working underneath Isaac for eight years really gave me the foundation to be able to do this at such a high level. They provided me with the tools, resources, and training foundation to start me off on that path to success, and had I worked for anybody else at that time, I probably wouldn’t have gotten that foundation.”

Twelve years ago, Goater and his family left snowy New York for sunny Arizona, where he quickly found employment in his field. “I worked as a sales manager, production manager, and quality control manager and helped build up the residential division of a small company,” Goater said. “Once I got my feet under me, I thought, I could translate what I’ve learned and put it in place in the field. That’s when I decided it was time to start consulting, training, and coaching.”

In just a few short years, Success4Others has grown so much that Goater has had to bring on additional trainers. Meanwhile, those who’ve already attended his classes attest to Goater’s knowledge and ability to inspire others.

“Michael is one of those people you’ll always remember,” said Jason Smith, comfort advisor at Comfort Services in Columbia, South Carolina. “He’s a person who’ll find what makes you tick and maximize the talents you have. Everyone is different, so Michael finds the good in everyone and makes them better.”

Robert Hannan, comfort specialist at Tyler Heating & Air Conditioning in Milford, Connecticut, said Goater’s sales training class stood out as being the most informative and helpful course he’s ever been a part of.

“His selling and teaching abilities are unsurpassed,” Hannan said. “He kept the entire class well-engaged from start to finish. I would recommend him to anyone who wants the best HVAC sales training in the industry, bar none.”

Andrews said working with Goater has taught him, among many other things, to always look for the positive in things and to enjoy life to the fullest.

“Michael’s passion for our industry and helping others is what sets him apart from all other trainers I’ve come in contact with,” Andrews said. “He’s a man of his word, has tremendous integrity, and always goes above and beyond what he says he’s going to do. He truly cares about each and every person he comes into contact with and trains. His positive energy is infectious, and he always knows how to light up a room and get the most out of people. He not only teaches — he empowers people to want to change for the better. It’s been a pleasure to call him my business partner and friend, and I’m looking forward to seeing what kind of impact we’re going to have on this industry in the years to come.”


While Success4Others continues to expand, Goater is working on finding innovative ways to bring the company’s training to as many individuals as possible.

“My main goal is to change the way the industry trains, and it will elevate the industry as a whole as long as we can get in front of enough people to do it,” he said. “That’s really our goal for 2016 — to create and launch not just videos, but interactive learning stations where the videos are all based off the user’s behavior.”

Another more personal goal, Goater said, is to be able to spend more time traveling with his wife, Zaneta, who, along with their two children, has supported him through every career change over the years.

“We’re going to celebrate our 20th anniversary in March, and a big reason for that is because of our communication,” he said. “We were thinking of a five-year plan, then she could start traveling with me because both the kids will be in college.”

For now, Goater will continue helping HVAC contractors and technicians across the country improve their businesses.

“Our motto is, ‘Revolutionizing the HVAC industry one contractor at a time,’” he said. “[Contractors] have such a positive impact on the world, but we don’t always understand that, and not all contractors out there are being rewarded for what they’re bringing to the table.

“Maybe they don’t understand the sales or business side, so if you can help them shift their focus a touch, they start to understand that, and results quickly follow,” he added. “That’s really why I do what I do.”

Publication date: 9/21/2015

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