Meet April Sayer, a powerhouse leader in the Mechanical, Electrical, and Plumbing (MEP) industry, who is not only successfully navigating a field where women remain severely underrepresented (particularly with women comprising only 1.5% of the HVAC industry) but is boldly redefining the rules of the game.
As Executive Vice President of Sales and Marketing at Crete United, April’s innovative vision and strategic leadership have propelled the company from revenues of $30 million to a staggering $1 billion in just four years. She’s championing groundbreaking initiatives, such as the successful creation of an Endorsed Partner program, which generated over $100 million in sales in its launch year, and leading a comprehensive Salesforce CRM initiative for more than 50 partners nationwide. April’s strategic brilliance didn’t stop there; she boldly restructured Crete United’s revenue model, shifting their business from a precarious 70% project-based approach to a stable, sustainable model dominated by a 70% residual service-based income.
We had the honor of connecting with April, and she shared her thoughts on leadership, strategies for thriving in a highly competitive industry, and wisdom on driving business results. Her story isn’t just one of individual achievement—it’s a blueprint for aspiring women executives who seek to break barriers, achieve ambitious professional goals, and lead authentically, all while maintaining meaningful balance, personal well-being, and purpose.
April Sayer, Executive Vice President of Sales and Marketing at Crete United
As a woman in the MEP industry, where only 1.5% of professionals in HVAC are female, what unique challenges have you faced throughout your 15-year career, and how have you overcome them?
April Sayer: When I first entered the HVAC industry, one of the biggest challenges was being seen as credible. Early on, there was a clear stigma that women didn’t understand the technical side—I’ve literally been dismissed as “just a skirt.” I began my career in dispatch, and I stayed after hours to attend technician training sessions so I could truly understand the systems we were servicing. That hands-on learning gave me the knowledge—and the confidence—to challenge those assumptions. Once I got in the door, I changed minds quickly.
Now, 15 years later, the challenges haven’t disappeared—they’ve just evolved. There’s still surprise when people realize I have a technical background, but the industry is making progress. I’ve seen more women stepping into roles as technicians and leaders, which is encouraging. For years, I’ve gone into high schools to show young women that this is a strong, financially rewarding career where they can thrive.
It’s still a male-dominated space, but it’s changing—and I’m proud to be part of that change.
Under your leadership, Crete United has grown from $30 million to nearly $1 billion in revenue in just four years. What specific sales and marketing strategies drove this remarkable growth?
April Sayer: Crete United’s growth from $30 million to nearly $1 billion in just four years has been the result of bold strategy, relentless execution, and the power of a fully aligned team. When I joined, I was the sole salesperson, working to expand a small, regional footprint. Today, we’re a national leader—because we refused to think small.
Our Push-Pull and Endorsed Partner model has been at the core of that transformation. It allows our companies to operate as one, collaborating seamlessly to deliver energy-efficient mechanical, electrical, and plumbing solutions with speed, precision, and consistency. We’re not just offering services; we’re delivering tailored, single-source solutions built around the unique needs of each client.
This level of integration doesn’t happen by accident—it’s built into our culture. At Crete, the power of our network isn’t just a phrase. It’s our DNA. That shared mindset has allowed us to scale rapidly while maintaining the quality, trust, and responsiveness that define who we are.
You’ve worked in almost every job in the MEP industry. How has that comprehensive experience influenced your approach to executive leadership?
April Sayer: My experience across every level of the MEP industry shapes my leadership daily. Starting as a dispatcher, I learned how to multitask under pressure, especially during busy times like Florida summers, and how critical effective communication is with both technicians and clients. Those foundational skills—multitasking, follow-up, and direct communication — still guide me today.
The industry is full of established practices, and clients, particularly in high-demand sectors like hospitality, maintain very high expectations. I’ve carried that understanding of clear, decisive action into my leadership roles, whether managing technicians or overseeing multimillion-dollar projects. No job is too small, and that mindset has been key as I’ve transitioned from overseeing operations at the general management level to taking on broader strategic leadership and driving business development.
Your Endorsed Partner program generated over $100 million in its first year. What gap in the industry did you identify that led to the creation of this initiative?
April Sayer: At Crete United, the culture of collaboration and mutual trust within our partner network played a crucial role in the success of the Endorsed Partner program. In the industry, there’s often hesitation when it comes to sharing leads or clients, but we’ve built a culture where it’s not only acceptable—it’s encouraged. We work with top-tier businesses, all of which are experts in their fields, allowing us to rely on one another to deliver high-quality results.
This culture extends across our internal teams as well. Our sales organization is structured so that local teams feed leads up to national efforts, while vertical teams like LED and solar work together seamlessly. What truly sets us apart is how we’ve aligned incentives at every level—leadership, mid-management, and boots on the ground. This alignment has created a strong, collaborative ecosystem where everyone is working toward a common goal, driving the program’s success.
Building and implementing a Salesforce CRM system across more than 50 partners nationally is no small feat. What were the biggest challenges in this process, and how did you address resistance to change
April Sayer: One of the biggest challenges in implementing Salesforce was overcoming resistance to change, which is always present with any major system rollout. The most effective way we addressed this was by focusing on explaining the why—why this system was necessary and how it would benefit the business and individual teams. We made it clear that Salesforce wasn’t just a tool, but a key element in scaling and achieving our broader business goals.
We understood that simply instructing people to use the system wouldn’t be enough, so we took the time to demonstrate how the CRM would make their work easier and more efficient, showing the direct impact it would have on their day-to-day tasks. Explaining the value of the system helped everyone understand its importance.
We also ensured that the system was intuitive and streamlined, with quick data entry to minimize friction for the sales teams. The shift truly happened when we emphasized that having clean, reliable data was tied directly to meeting business objectives. By aligning incentives and holding everyone accountable, we ingrained the system into our culture, making sure that everyone understood their role in its success.
What advice would you give to young women considering careers in HVAC, mechanical, electrical, or plumbing fields?
April Sayer: When people think of MEP or any trade, the first thing that often comes to mind is working as a technician with a wrench in hand. While that’s absolutely an option, and we have some incredible female technicians who are detail-oriented and excel in that role, I would encourage young women to look beyond that. The MEP space offers so many opportunities beyond just being a technician.
For example, I work in sales, and we also have roles in marketing, data analysis, and much more. The MEP industry is vast, with numerous career paths that can lead to highly rewarding and lucrative careers. Personally, I started in dispatching, a role I took on for the flexibility it offered during college, and now I’m an executive at a billion-dollar company. If I hadn’t taken that initial leap into the trades, I wouldn’t have reached where I am today.
So my advice would be to explore all the possibilities within the MEP field. Don’t limit yourself to thinking it’s just a technician-based industry. Start wherever you feel comfortable, but know that there are many avenues for growth and advancement in this space.
Looking back at your career progression, was there a pivotal moment or decision that significantly accelerated your journey to executive leadership?
April Sayer: There have been several pivotal moments in my career that have played a crucial role in accelerating my journey to executive leadership. One of the most defining transitions occurred when I worked for a smaller, local mechanical contractor. It was a close-knit, high-performing team, and I gained invaluable experience there. However, after helping the company grow from $3 million to $13 million, I realized my ambition to take on more. I knew that in order to advance further, I needed to transition to a larger corporate environment.
Deciding to step into corporate America was daunting, but I took a leap of faith. Moving from a sales position to general management was a significant shift, and at that point, I had never managed a full P&L. It was a nerve-wracking experience, and I felt both uncertain and excited. But I embraced the challenge with a mindset of “figure it out,” and that shift ultimately helped me broaden my skillset and my perspective on leadership.
A similar moment of growth occurred when I joined Crete. At that time, I made the bold choice to step back into a sales role after previously holding a leadership position. It was a strategic decision to reorient myself in a new environment, but I was committed to learning and adapting. As with my earlier transitions, this move was guided by the belief that stepping outside of my comfort zone would enable me to develop into a more well-rounded leader.
These pivotal moments were not easy, but they were essential. They challenged me to step beyond what I thought I was capable of, and each time I took a leap of faith, I was rewarded with new growth opportunities. A key factor in these decisions was faith—faith in the process, faith in myself, and a belief that trusting the journey would lead to greater success.
How do you approach mentorship and developing talent within Crete United, particularly for other women in the organization?
April Sayer: At Crete United, I’m proud to say that my team is one of the most diverse in the company, and diversity is something I prioritize in leadership and talent development. Having a variety of perspectives is crucial for fostering innovation and growth. The team that directly reports to me includes a mix of backgrounds, with two women in key leadership roles. This diversity is important, as it brings a range of insights and experiences that help us make better decisions.
I’m a strong advocate for providing opportunities for personal and professional development. For the women in the organization, I encourage them to seek out coaching and mentorship, and I actively support those who wish to grow by connecting them with external resources. My approach is simple: the more you invest in your own growth, the more you can contribute to the success of the team.
I believe in the power of education and integrity. As my grandfather always said, “No one can ever take away your word or your education.” These values guide how I mentor and develop talent within Crete United. I encourage my team to stay true to their commitments, continuously learn, and always strive for growth, both for themselves and for the organization.
Beyond revenue growth, what accomplishment at Crete United are you most proud of, and why?
April Sayer: The most significant accomplishment I am proud of at Crete United is undoubtedly the team we’ve built. I am especially proud of the sales and marketing teams, which I believe are truly unparalleled within the company. The numbers speak for themselves, and we’ve made strategic decisions to enhance our operations, especially in areas where many businesses rely on external partners. A little over a year ago, we made the decision to bring our marketing efforts in-house, allowing us greater control over our brand and how we elevate its awareness. This was a pivotal move, and it has paid off immensely.
On the sales side, I’m equally proud of the culture we’ve fostered. Sales teams are often associated with cutthroat competition and internal conflict, but that is not the case at Crete United. We’ve built a team that communicates openly, collaborates effectively, and supports one another. This dynamic makes all the difference and is something I take great pride in. It’s a reflection of the leadership and the collective effort from every member of the team to maintain a positive and empowering environment.
When I look back at what we’ve accomplished, it’s clear to me that the strength of our team has been the foundation of our success. This collaborative, supportive culture is something I will always hold as my proudest achievement.
How do you see the MEP industry evolving over the next decade, and what role do you hope to play in shaping that future?
April Sayer: The MEP industry is on the cusp of significant transformation, and like many industries, I believe AI will play a crucial role in shaping its future. While the industry has remained relatively unchanged for the past century, it’s clear that we are entering a time when embracing new technologies is not just an option, but a necessity.
In our space, we’re uniquely positioned as a service-oriented business. We don’t manufacture products; we provide people with services, time, and expertise. This focus on people sets us apart, but it also means that the labor shortage we continue to face is a major challenge. AI offers us an opportunity to disrupt the status quo in a positive way. By leveraging AI, we can optimize processes, improve efficiency, and, ultimately, bridge the gap left by the shortage of skilled labor, especially with the large number of retirements looming in our industry.
Looking ahead, my focus is on continuing to build strong, capable teams that can support our clients while adapting to the evolving landscape. We have the potential to lead the charge into a future where innovation and collaboration are at the forefront of everything we do. My goal is for Crete United to be at the forefront of this change, fostering an environment where our people can thrive and ensuring that we remain a key player in the industry’s future.
You mentioned a special connection to rooftops and a sense of peace you find there. Can you share more about that and how it has influenced your perspective on work and life?
April Sayer: Rooftops hold a special place in my heart, and for me, they represent both peace and perspective. I’ve had this connection to rooftops since I was a young girl. Growing up, my father owned a bakery, and often, I would accompany him on deliveries. One of the most memorable places we visited was the Peabody Hotel, where they would keep ducks on the roof. I was always so captivated by the ducks’ daily ritual of being brought down in an elevator, swimming in the fountain, and then being returned to the roof. That sense of calm and wonder stayed with me.
As I got older, I found that rooftops, in a way, mirrored my own desire for peace amidst the chaos of life. I love the quiet you find when you’re high above the hustle and bustle. In Orlando, my favorite place to experience this calm is at the Sheraton Hotel. It’s an iconic building that has been around for years, and while it’s no longer surrounded by orange groves, it still offers an incredible vantage point. Standing on the roof, overlooking the city, I feel this sense of tranquility that’s hard to find anywhere else. It’s almost like parasailing—quiet, peaceful, and serene, even though the world below is full of movement.
This love for rooftops has also influenced how I approach my work. It reminds me of the importance of stepping back, finding stillness, and gaining perspective. Whether I’m doing a job site walk on a roof or managing the fast pace of day-to-day tasks, those moments of peace up high help ground me and bring clarity. In contrast to the mechanical rooms filled with noise and machinery, a rooftop offers a calmness that fuels my creativity and focus. It’s a space where I can think clearly and be present, and I’ve found that taking that moment of quiet makes all the difference in how I approach challenges and opportunities.
If you could go back and give advice to your younger self just starting in the MEP industry, what would you tell her about navigating this career path and preparing for the challenges and opportunities ahead?
April Sayer: If I had the opportunity to advise my younger self, I would emphasize the importance of cultivating patience. Early in my career, I was often driven by the desire for quick results and immediate progress. Over time, however, I’ve learned that true success often requires a more measured approach.
Taking the time to reflect, consider all angles, and make deliberate decisions can have a profound impact. In many situations, even slowing down just slightly to think critically can lead to better outcomes.
I’d also encourage my younger self not to doubt her abilities. It’s easy to fall into the trap of impostor syndrome, especially when you’re stepping into new roles or unfamiliar challenges. I’ve experienced it myself, particularly during some major career transitions when I had no idea what I was doing. But looking back, I’ve learned that those moments of uncertainty are part of the process, and pushing through them is how you grow.
So, I would tell her to find patience, trust yourself, and know that growth comes with time and perseverance. Don’t let self-doubt or fear hold you back from seizing opportunities that come your way.
Is there a specific mantra, quote, or affirmation that you hold close to your heart?
April Sayer: The mantra I hold closest to my heart is: “God has a plan for you.”
This belief has been a constant source of strength, especially during difficult times. Life is filled with both challenges and triumphs, and when hard days arise, I remind myself that the good days are never far behind. Even when the good days come, there’s a tendency to wonder how long they will last, or to anticipate what’s next. It’s easy to get caught up in the desire to constantly move forward or seek the next opportunity.
However, holding firm to the belief that God has a plan for me helps keep everything in perspective. It’s not always about following my own plan or timeline; it’s about trusting that there’s a greater purpose guiding me. Staying true to this faith, especially during times of uncertainty, has always been grounding. This belief continues to resonate deeply with me and has always been a touchstone throughout my journey.
Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.
Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com
