SCHEDULE

Overview

DATE	DAY	TIME	EVENT
9/18	Tuesday	1:00pm-5:00pm	HVAC Alliance Day
		6:00pm-9:00pm	Lennox Sponsored Dinner (Alliance Members Only)
9/19	Wednesday	8am-12pm	Service Roundtable National Roundtable*
		Begins 1:00pm	Mechanical Systems Week
		1:00pm-2:15pm	Session 1 - Joe Cunningham
		2:30pm-3:45pm	Session 2 - Matt Prazenka
		4:15pm-5:30pm	Session 3 - Charlie Greer
		9:00pm-11:00pm	Anniversary Celebration Party
9/20	Thursday	8:30am-9:45am	Session 4 - Brandon Jacob
		1:00pm	Champagne Toast: 10 Years
		4:00pm-5:15pm	Innovations & Opportunities Session
		5:30pm-6:45pm	Session 5 - Charlie Greer
9/21	Friday	8:30am-9:45pm	Session 6 - Tom Piscitelli
		4:00pm-5:15pm	Session 7 - Michael Bohinc, Rodney Koop, Jeremy Lowe and Gene Burch
9/22	Saturday	8am-12pm	Plumbing Alliance Day

Service Roundtable National Roundtable* (Sept. Wednesday 19, 2012 8am-12pm)

Room: Utopia A+B

SPEAKERS

Service Roundtable National Roundtable

• Matt Michel

  

  Matt Michel

  Service Roundtable, CEO

  
  

  Cited in the book, "The 100 Greatest Sales Tips of All Time," Matt Michel is listed as one of the hundred "legendary figures" in the world of sales and motivation. The North American Technician Excellence Program and Contracting Business Magazine recognized Matt with the first ever "Golden Toolbox Award" for leadership in the HVAC industry.
  
  Today, Matt is CEO and President of the Service Roundtable, the world's largest contractor alliance. He began his career in 1983 and has held engineering, marketing, and senior management positions with leading organizations such as the Turbo Refrigerating Company where Matt designed the first solid state control system for a thermal energy storage system; Lennox Industries where he transitioned from an engineering position as head of corporate factory automation to marketing where he led Lennox' marketing west of the Rocky Mountains; Titus where he led a turnaround of the company's VAV air terminal and DDC controls business units and was named a Tomkins Industries Innovator for his contributions to the company's cold air distribution technology; the Aire Serv franchise system that he started from scratch and grew to a #233 ranking in the Entrepreneur Magazine Franchise 500 just 24 months before being tapped to head marketing for Dwyer Group Trade Services (Aire Serv, Mr. Rooter, and Mr. Electric); and Decision Analyst where Matt led the Advanced Technology Group, providing marketing research and marketing consulting to leading technology, telecom, and building products companies and organizations, and created the American Home Comfort Survey, which is the air conditioning industry's largest syndicated research study.
  
  An award winning writer, Matt has published a vast number of technical papers and trade journal articles. He writes "The Rant," a bi-monthly featured column for Contracting Business Magazine. He is also a contributing writer for a number of publications, including Contractor Magazine and Southern PHC News.
  
  Matt is the publisher of Comanche Marketing, a leading internet-based marketing publication for small service businesses. His articles have been reprinted in numerous newsletters, magazines, and websites, and his work has been reprinted in sources as diverse as Sales & Marketing Management Magazine to The Limbaugh Letter.

• David Heimer

  

  David Heimer

  Service Roundtable, COO

  
  

  David Heimer is a recognized expert in the strategic use of information technology to improve business and workforce performance. In his capacity as Chief Operating Officer for Service Roundtable, David is responsible for business operations and technology deployments. Service Roundtable's innovative integration of email, content, and internet distribution garnered significant attention, leading to David's invitation to testify about the small business impact of email stratification before a California Senate Committee.
  
  Prior to joining Service Roundtable, David served as Vice President of Products and Technology for Trinity Workplace Learning where his scope of responsibility included information technology, web development, content creation, accreditation systems, publishing, video products, computer-based training, and e-learning. During his tenure at Workplace Learning, David's teams distinguished themselves by winning many service, e-learning, and content awards including the prestigious "Telly," "International Videofuego," "Communicators," "Katie," and "Aegis." This unique offering of content and technology in an e-learning environment created multimillion dollar growth in Workplace Learning's portfolio.
  
  David led the IT function at Air System Components for five years where he consolidated five disparate business and manufacturing systems into one integrated enterprise system, creating enormous cost savings and great manufacturing flexibility. He began his career in the IT department of Lennox International, where he rose through the ranks to manage database systems and end user support.
  
  David earned a Master of Business Administration from Southern Methodist University and a Bachelor of Science in Computer Science from Texas Christian University.
  
  Although David is a very poor soccer player, he fails to understand why he was never offered a professional soccer contract. To compensate for this he regularly attends FC Dallas games and offers friendly advice to the referees and opposing teams. Spare yourself and don't ask him how "his team" did this year.

• Sarah Blackhall

  

  Sarah Blackhall

  Service Roundtable, Content Design Manager

  
  

  Sarah Blackhall manages the graphics department for Service Roundtable. Her design team is responsible for the creation of content for the Service Roundtable and custom marketing for the Service Nation Alliance, the Retail Contractor Coalition, and Money Mail. She also coordinates the design and development of marketing graphics for trade shows, conferences, internal and external marketing communications, and other special events.
  
  Sarah’s strengths are information and technical design. She accredits her professional success to her previous jobs and training, which she says were excellent preparation and learning opportunities, though she considers learning a lifelong endeavor.
  
  After starting at Service Roundtable in 2010, Sarah continued to pursue a master’s degree, while also teaching a college-level graphics course at Texas Woman’s University. Teaching added a new perspective for Sarah’s design work, reinforcing the need for thorough and fundamental communication in all applications.
  
  Prior to joining Service Roundtable, Sarah held several graphics and marketing positions at Missouri State University and ViaTech Publishing Solutions. She later interned at Service Roundtable and was so impressive the company extended her an offer for a full time, leadership position.
  
  Sarah has earned both a Bachelor of Fine Arts from Missouri State University and a Master of Arts in graphic design from Texas Woman’s University. She stays current in her field of work as a member of professional organizations including the Dallas Society of Visual Communications and the American Institute of Graphic Arts Dallas.
  
  Sarah also obtained a minor in painting and is an accomplished award winning fine artist. Her paintings have been featured in a variety of regional shows and galleries. When she has spare time, she enjoys cooking and traveling. Sarah currently resides in Carrollton, TX.

• Bob Mader

  

  Bob Mader

  CONTRACTOR Magazine, Editor-in-Chief

  
  

  Bob Mader is the Editor-in-Chief of CONTRACTOR Magazine and its two supplements, Radiant Living magazine and Green Mechanical Contractor magazine. He has been with CONTRACTOR since 1984, serving as Associate Editor and Managing Editor before taking the helm of the magazine in 2007. CONTRACTOR has been the newsmagazine of the plumbing-heating-cooling industry since 1954 and works to help contractors run a better business. Each month, the magazine features a marketing column written by a really sharp guy, Matt Michel. He was the founding editor of Green Mechanical Contractor magazine in 2008 and winner of a 2010 Apex Award for Publication Excellence for green writing. Radiant Living is the official publication of the Radiant Professionals Alliance and Green Mechanical Contractor focuses on the market for high-efficiency HVAC, plumbing, solar and wind products. He has guided the magazine’s efforts to move onto the Web with its website, www.contractormag.com, a digital edition of the magazine, a Facebook page and a Twitter news feed (http://twitter.com/#!/contractormag) that now has more than 4,000 followers.
  
  His hope is that if the magazine can be accused of any bias, it’s that it is pro- contractor. He has served as a moderator of the International Association of Plumbing & Mechanical Officials Emerging Technology Symposium and has been the presenter the Plumbing Instructor of the Year Award for which CONTRACTOR magazine is the sponsor. His first job in the industry was on Contracting Business magazine back in the distant past when it was still called Air Conditioning & Refrigeration Business. In the small world department, he ended up working for the same publisher at which he had his first job when Penton Media bought CONTRACTOR in 2001, making Bob very glad that he had not burned any bridges. He has also served as editor of a refrigeration service magazine and a magazine for general contractors in the pre-engineered metal building market. He graduated from the University of Notre Dame with a degree in communications.

• David Squires

  

  David Squires

  Online-Access Inc., Owner,

  
  

  David Squires, a pioneer in using the internet to market residential HVAC & plumbing businesses, is bringing contractors all over North America into the 20th century, showing them how to make today's communication technology work in their contracting business. A regular presenter on internet Marketing specifically for the HVAC & Plumbing industry, he has been invited to educate contractors at conferences and training organizations including Comfortech, CMX/Ciphex (Canada), International Service Leadership, AirTime 500, and Michigan ACCA. Mr. Squires has been featured in and written articles for Contracting Canada, Contracting Business Magazine and the ACHR News.
  
  Currently, hundreds of contractors use David's internet web site company, Contr@ctor's Online-Access, to successfully provide them with a cost-effective Internet solution that will work in any contracting business. Its PagePilot system gives contractors the ability to easily customize and control their own professional web sites without any technical background or experience required.
  
  A HVAC/Plumbing contractor himself, Mr. Squires enjoys educating contractors and helping them understand Search Engines and the significance of the Internet's role in their marketing efforts.
  
  Industry Background
  •Owner of a residential HVAC and Plumbing contracting business
  •36 years in the heating and air conditioning industry
  •1991 Contracting Business Inventor of the Year
  •B.S., Business Administration and Heating and Air Conditioning, Ferris State University
  •Served on the ARI subcommittee for Rules of Refrigerant Recovery Devices
  •Founded Contr@ctor’s Online-Access, Inc. in March 2000
  •Back to back 2009 & 2010 Dealer Design Awards Gold Winner for Software Development

• Bob Viering

  

  Bob Viering

  Cabrillo Plumbing, Heating and Cooling, VP Marketing

  
  

  Robert (Bob) C. Viering's roots in the HVAC and plumbing industry date back to 1979 when he was hired as a residential installation apprentice at TD Industries. In the late 80's he joined A-abc Appliance & Air Conditioning (an original GroupMac company) where he spent 14 years, primarily as Director of Marketing. Since leaving A-abc, he has been successful in creating unique and effective marketing programs and direct response ads.
  
  Though he's created hundreds of direct mail letters, yellow page ads, and other traditional marketing pieces, his passion is internet marketing. As an independent consultant, Bob has taught progressive contractors how to use the internet to grow their business and lower their advertising costs. His methods go far beyond simple internet advertising. These inexpensive and often free strategies enable companies to develop a far-reaching online presence that works to maximize their exposure to their local market, and effectively convert new prospects into buying customers.

• Service Roundtable Track

  Joe Cunningham: Session 1 – Wed, 9.19, 1:00 – 2:15 pm

  

  5 Simple Tactics to Boost Profitability Now

  Successtrack Network, President

  
  

  Are your field personnel achieving a double digit net profit? Could your profit be higher? Are your field personnel maximizing revenue opportunities on every call? Can your dispatcher boost the bottom line? In this powerful seminar, Joe Cunningham, the 2011 Tom McCart Consultant of the Year, shares simple approaches to boosting the bottom line that will work for any contracting company in any region of the country.

  Joe Cunningham, founder of Successtrack Network, was one of the industry's first "Million Dollar Men", singlehandedly selling in excess of 1 million dollars worth of HVAC equipment per year in the highly competitive Houston, Texas market in the 1980's. Joe went on to develop sales and marketing programs for the industry's major manufacturers and distributors. He was a co-developer of the acclaimed Texas Tough program and was a major contributor to Carrier’s Value Added Sales and Service program receiving national recognition for these groundbreaking projects.
  
  Joe was also a key distributor and training program developer and trainer for Retrotec Infiltrometer Systems and helped introduce many contractors to solving “whole house” problems helping them to consistently set themselves apart from and outsell their competitors on a regular basis.
  
  Joe was President of the country’s most highly acclaimed HVAC training facility, Future University. He produced and directed the first ever nationally televised training series for the HVAC industry, was involved in the first wave of industry consolidation, has developed proprietary training programs for the HVAC, Pluming and IAQ industry, is Strategic Training Ally for the major Manufacturers and is one of the service industry’s most respected professionals.
  
  Joe’s step by step, easy to implement processes and procedures have helped thousands of contractors nationwide increase their sales, develop new markets, maximize their opportunities and grow their businesses in any economic climate.

  ×

• Matt Prazenka: Session 2 – Wed, 9.19, 2:30 – 3:45 pm

  

  Knock Your Socks Off Resources for Contractors

  Managing Director, Serice Nation Alliance

  
  

  Do you know the little known websites, apps, and applications that are saving contractors in “the know,” time and money? Are you tapping into the secret resources contractors leverage to boost their sales and productivity? Service Nation Alliance Managing Director, Matt Prazenka will show you all of the resources he’s unearthed through the years that will make your life simpler and your checkbook fatter.

  Matt Prazenka has over 30 years of innovative leadership experience in organizations with over 24 million dollars in sales from both B2B and B2C services and products. He is an experienced executive and business strategist with a proven track record in sales, marketing, process development, and identifying new opportunities for profitable growth. He creates and implements strategic plans that focus on the strengths of the company and leverages these new or underutilized opportunities. He advises businesses on how to create value in the eye of the customer, which builds relationships and strengthens loyalty.
  
  Matt has developed proven methods for new business development and lowering the cost of new customer acquisition. He is an effective communicator with a wide-ranging background in sales, marketing, finance, accounting, operations, and lean processes. He has proven his ability to build strong teams, lead change, and manage results in dynamic and hostile environments. He has embraced the power of WEB 2.0 for faster adaptation to the changing environment of business. Whether it is collaboration tools, social media, Open Source, or SAAS (software as a service) products, Matt is looking at the horizon for new offerings and their potential to change the playing field and game plan for business.

  ×

• Charlie Greer: Session 3 – Wed, 9.19, 4:15 – 5:30 pm

  

  Creating a Plumbing Service Agreement Program the Easy Way

  Service Roundtable Servant Leader

  
  

  Few people know more about creating a dynamic service agreement program than Charlie Greer, a Service Roundtable Servant Leader and the inaugural recipient of the Tom McCart Consultant of the Year Award. Charlie was part of Modern Air when Ron Smith created the original HVAC service agreement and has since adapted the process for plumbing contractors and helped scores of plumbing contractors build and launch successful service agreement programs.

  Charlie Greer is well known in air conditioning and plumbing, primarily as a consultant and industry trainer for salespeople and technicians. While many people start as technicians and later become salespeople, Charlie, in typical fashion, did it in reverse. Charlie cut his teeth in the industry as a salesperson working along side Tom McCart at Ron Smith’s Modern Air Conditioning. At Modern, Charlie established himself as one of the top replacement sales people in the HVAC industry, eventually becoming the company’s top producer and later, its sales manager.
  
  Charlie believed air conditioning technicians and plumbers could perform better in the field. Since technicians and plumbers tend to be skeptics when management comes up with new ideas to help them, Charlie decided to prove it. He worked on the truck. He became a plumber and an air conditioning technician to gain credibility, to increase his effectiveness. Charlie will do just about anything to increase effectiveness, to get through to the people he’s trying to help.
  
  In his training, Charlie would often ride along with plumbers and technicians to coach and demonstrate. He wasn’t coaching and demonstrating the technical aspect of the jobs, though he did pick up quite a few tips through the years that he willingly shares. Charlie was showing field service personnel how rewarding it could be to help people solve their problems. It was rewarding to see the customer’s reaction when a long-standing problem or irritation was fixed. And, it was financially rewarding both for the technician or plumber and for the contractor who employed him.
  
  Charlie paid his dues in the field and embarked on a career to share his knowledge and approaches with others. To some, it might appear to be a glamorous life. It wasn’t. It was living in hotels, working long hours, and doing whatever it took to help his clients. From time to time, former clients would seek Charlie's input on the possibility of becoming consultants themselves. After he sent them a long letter describing the duties and requirements, most had second thoughts.
  
  The problem with Charlie’s consulting work was that he could only reach a few people at a time. Charlie took a year off from travelling and plunged into video, learning the ins and outs of video production and editing. A former actor, Charlie already knew how to perform before the camera.
  
  The result was the “Tec Daddy” DVD training program for technicians. Literally thousands of technicians have benefited from this landmark production. There’s nothing else like it. Tec Daddy has become an integral part of the training programs for many contractors.
  
  Tec Daddy wasn’t Charlie’s first foray into training via media. He created the air conditioning industry’s first audio sales training program, "The NO EXCUSES! Workshop on Residential Replacements." He later added "Overnight Success in P.M." Recently, Charlie updated and expanded the sales training with a new CD program, “The Slacker’s Guide to HVAC Sales.” The Slacker’s Guide is not only one of the best audio CD programs on HVAC sales that’s ever been produced, it’s one of the best audio CD programs on sales that’s ever been produced.
  
  Despite a busy training and media production schedule, Charlie finds time to write. He pens a monthly column for Contracting Business Magazine. While it’s undoubtedly good PR, Charlie’s not paid to write. It’s not something he does for money. It’s something he does to teach, to help, and to serve the industry.

  ×

• Brandon Jacob: Session 4 – Thu, 9.20, 8:30 – 9:45 am

  

  Building a Business to Sell

  Founder of Contractors Financial Opportunity LLC CFO
  Certified Valuation Analyst
  Certified Public Accountant

  
  

  Do you have an exit strategy for your company? Is your plan to pass the business along to your kids? What if the kids lack the contracting gene? Less than 10% of contracting companies are sold to outsiders and many that are sold bring pennies on the dollar. CPA, CFA, and contracting company valuation expert, Brandon Jacob from ARS will show you how to prepare a business that will attract buyers and maximize value for you.

  Brandon Jacob’s career spans over 20 years and includes extensive experience in business valuation, mergers and acquisitions, exit strategy planning, finance and accounting. In the contracting trades, Brandon has 15 years of experience assisting in the sale and/or purchase of contracting businesses ranging from $100,000 to $50,000,000 in annual revenues. Brandon currently operates Contractors Financial Opportunity, LLC, a financial consulting firm dedicated to guiding privately held contracting business owners in the areas of business valuations and exit strategies.
  
  Spanning the years 1996-2002, Brandon was involved in the completion of over 100 business transactions involving privately held air conditioning and plumbing businesses totaling approximately $850,000,000 in acquired revenues.
  
  As an independent consultant and CFO of Contractors Financial Opportunity, Brandon has assisted in over 50 business transactions since 2002 including the successful sale of privately held HVAC and plumbing business to publicly traded utility/national operating businesses, to private individuals, and to privatively held HVAC contractors. In addition, he has been involved in successful divestures of HVAC and plumbing branches of national businesses as well as private contractors, due diligence projects for buyers analyzing acquisition candidates, and completion of business valuation projects representing $200,000,000 in revenues. Brandon also participated in the growth of and sale of YES! HVAC and Plumbing to American Residential Services, LLC.
  
  No one in has more complete hands-on experience with HVAC and plumbing industry business transactions. Between the performance of valuations, acquisition due diligence, transaction structuring, exit strategy preparation/formulation and negotiations, and reforecasting historical financial data—Brandon has seen it all. Today, Brandon is the “go to guy” not only for consolidators, utilities, and contractors seeking acquisitions, but for contractors looking to make their companies more attractive and valuable as acquisition candidates.

  ×

• Ben Stark: Innovations & Opportunities Session – Thu, 9.20, 4:00 – 5:15 pm

  

  How to Sell Your Business for Lots of Money

  Serial Entrepreneur

  
  

  Ben Stark has twice built large, successful contracting companies and sold them. The first sale came during the consolidation movement. After starting a new company, Ben did it again, closing on the sale of his company this summer. He shares his approach and methods to making his companies attractive to buyers, to maximizing the sale price, and to negotiating with buyers.

  
  

  Ben Stark may be the E.F. Hutton of the service trades. When he talks, people listen. They listen because Ben is one of the great students of business and invariably offers wise counsel. He built his first company from a scratch start to 18 employees and $2.5 million in sales in 1996 before selling to Service Experts. As General Manager, Ben oversaw the combination and operational merger of four companies resulting in a 100 employee, $12 million business.
  
  After fulfilling his contractual obligations to Service Experts, Ben did it all over again. Starting from scratch in 2000, Ben built Stark Air into a 44 employee, $6.5 million company with consistent double-digit net profit. His company is a repetitive Consumer Choice Award winner and Ben has been an ACCA member of the year. As a serial entrepreneur, Ben not only has air conditioning and plumbing ventures to his credit, but also direct marketing, home energy and testing, and more.
  
  Ben is widely respected for his acumen and generosity. He shares with anyone who asks and is a Service Nation Alliance Advisory Board Facilitator.

  ×

• Charlie Greer: Session 5 – Thu, 9.20, 5:30 – 6:45 pm

  

  Creating a Plumbing Service Agreement Program the Easy Way

  Service Roundtable Servant Leader

  
  

  Few people know more about creating a dynamic service agreement program than Charlie Greer, a Service Roundtable Servant Leader and the inaugural recipient of the Tom McCart Consultant of the Year Award. Charlie was part of Modern Air when Ron Smith created the original HVAC service agreement and has since adapted the process for plumbing contractors and helped scores of plumbing contractors build and launch successful service agreement programs.

  Charlie Greer is well known in air conditioning and plumbing, primarily as a consultant and industry trainer for salespeople and technicians. While many people start as technicians and later become salespeople, Charlie, in typical fashion, did it in reverse. Charlie cut his teeth in the industry as a salesperson working along side Tom McCart at Ron Smith’s Modern Air Conditioning. At Modern, Charlie established himself as one of the top replacement sales people in the HVAC industry, eventually becoming the company’s top producer and later, its sales manager.
  
  Charlie believed air conditioning technicians and plumbers could perform better in the field. Since technicians and plumbers tend to be skeptics when management comes up with new ideas to help them, Charlie decided to prove it. He worked on the truck. He became a plumber and an air conditioning technician to gain credibility, to increase his effectiveness. Charlie will do just about anything to increase effectiveness, to get through to the people he’s trying to help.
  
  In his training, Charlie would often ride along with plumbers and technicians to coach and demonstrate. He wasn’t coaching and demonstrating the technical aspect of the jobs, though he did pick up quite a few tips through the years that he willingly shares. Charlie was showing field service personnel how rewarding it could be to help people solve their problems. It was rewarding to see the customer’s reaction when a long-standing problem or irritation was fixed. And, it was financially rewarding both for the technician or plumber and for the contractor who employed him.
  
  Charlie paid his dues in the field and embarked on a career to share his knowledge and approaches with others. To some, it might appear to be a glamorous life. It wasn’t. It was living in hotels, working long hours, and doing whatever it took to help his clients. From time to time, former clients would seek Charlie's input on the possibility of becoming consultants themselves. After he sent them a long letter describing the duties and requirements, most had second thoughts.
  
  The problem with Charlie’s consulting work was that he could only reach a few people at a time. Charlie took a year off from travelling and plunged into video, learning the ins and outs of video production and editing. A former actor, Charlie already knew how to perform before the camera.
  
  The result was the “Tec Daddy” DVD training program for technicians. Literally thousands of technicians have benefited from this landmark production. There’s nothing else like it. Tec Daddy has become an integral part of the training programs for many contractors.
  
  Tec Daddy wasn’t Charlie’s first foray into training via media. He created the air conditioning industry’s first audio sales training program, "The NO EXCUSES! Workshop on Residential Replacements." He later added "Overnight Success in P.M." Recently, Charlie updated and expanded the sales training with a new CD program, “The Slacker’s Guide to HVAC Sales.” The Slacker’s Guide is not only one of the best audio CD programs on HVAC sales that’s ever been produced, it’s one of the best audio CD programs on sales that’s ever been produced.
  
  Despite a busy training and media production schedule, Charlie finds time to write. He pens a monthly column for Contracting Business Magazine. While it’s undoubtedly good PR, Charlie’s not paid to write. It’s not something he does for money. It’s something he does to teach, to help, and to serve the industry.

  ×

• Tom Piscitelli: Session 6 – Fri, 9.21, 8:30 – 9:45 am

  

  Selling TRUST

  TRUST Training and Consulting, Owner

  
  

  HVAC industry sales trainer, Tom Piscitelli presents his trademarked and proven sales system for equipment replacement sales. In 75 minutes, Tom will help you close more sales, today and in the future, and for more money. His consultative, high integrity approach to system sales fits the way most people prefer to buy and the way most contractors prefer to sell.
  
  

  Tom’s 35 years’ experience in HVAC sales, sales management, marketing and consulting have given him a wealth of front-line business expertise. He has developed his sales capabilities by working with major manufacturers, distributors, contractors, builders and utilities.
  
  In 1997, Tom founded TRUST® Training and Consulting and began conducting sales seminars that have improved the confidence and sales performance of over 8,000 HVAC sales professionals.
  
  His articles have been published in many trade magazines, he often speaks at industry conventions and he particularly enjoys bringing cutting edge training approaches to our industry.
  
  Tom enthusiastically focuses on the sales person’s relationship with the customer as paramount to sales success. “People don’t care about how much you know until they first know that you care. Customers buy from people, in particular people they trust. Developing professional selling skills that help build a trusting, long-term relationship with customers is what I strive to bring to our sales graduates.”
  
  Tom’s T.R.U.S.T.® and CHOICE® sales processes are focused on creating client relationships that last. His training has been referred to as “the soft-sell with high- skill”.
  
  His seminar and consulting services include:
  • Selling with TRUST® In-Home Sales Professional Training
  • TRUST® Technician Training
  • Winning the Sales WarTM Distributor Territory Manager Training
  • CHOICE® Distributor Counter Sales Training
  • Call Center Representative Sales Training
  • One-On-One Contractor Consulting Services

  ×

• Session 7 – Fri, 9.21, 4:00 – 5:15 pm

  

  Pricing Roundtable

  Keeping Score, Inc., Michael Bohinc
  Flat Rate Pricing Expert, Rodney Koop
  GB & Associates, Gene Burch
  Callahan Roach Business Solutions, Jeremy Lowe,

  
  

  Facilitated by Michael Bohinc from Keeping Score, pricing experts Rodney Koop from The New Flat Rate, Jeremy Lowe from Callahan Roach Products & Publications and Gene Burch from GB & Associates will address all aspects of pricing so that you maximize your revenue while capturing as many sales as possible.

  Michael Bohinc is a CPA in Cleveland, Ohio and the owner of Keeping Score, Inc., an accounting, tax and business advisory services firm that Michael started to help small business owners improve their profitability and business operations. He is a Consult & Coach Partner for the Service Roundtable, an instructor for the PHCC Educational Foundation as well as an Associate Member of the State of Ohio PHCC and ACCA organizations.
  
  Michael has served as the Chief Financial Officer of Norhio Plumbing, Inc., his family’s plumbing company in Aurora, Ohio since 1988. In addition, he was the majority owner of an HVAC-service company for 6 years. He has written articles for national magazines and writes a regular column for the award-winning Ohio P-H-C Contractor Magazine. Michael brings his passion, knowledge and experience to programs and seminars across the country. His ability to translate financial concepts and formulas into understandable terms makes him a popular speaker.

  ×

  Rodney’s methods for Flat Rate Pricing, Billable hour calculations, Add-on Sales, pricing strategies and becoming the Undisputed expert in any marketplace has earned him some of the highest sales numbers and has made his phone ring over and over with friends, contractors and clients asking how to implement these strategies in other markets.
  
  Rodney’s strategies are already being implemented in many parts of the US and also in Sweden, Canada and England. Rodney has been able to double sales for many contractors the first day with his programs. Rodney’s presentations are always exciting with practical simple steps that will change your world. It’s not unusual to call the office and make a change immediately after one of Rodney’s presentations.
  
  

  Rodney Koop - Flat Rate Pricing Expert

  Guaranteed To Thrill
  Rodney Koop has thrilled audiences for more than 30 years at colleges, corporations, churches and even jail cells. Known for his high energy, high motivation and memorable events, no one goes away without the realization of their own unlimited ability and potential. Although he owns and operates a multi-service contracting business, he is much more than that. His ability to find unique solutions to the toughest problems facing contractors makes him transformational.
  
  Doesn't Believe In Potential
  And speaking of potential, Rodney says there is no such thing. If you have potential that means you are not performing at your peak level. And perform you will when you see how easy it is to make a few simple changes to your daily routine that will bounce you out of a routine world and move you into the "highest and best" use of your time.
  
  Find Your Direction
  Rodney has been called the "Direction Consultant" for his unique ability to listen to your business problems and give clear, concise direction that saves you a great deal of money and time, he guides you on a track leading to the performance levels that only your mother knew you had. Rodney is the founder of several companies. His most recent development is The "New" Flat Rate Automatic Add On Selling System, which demonstrates the value of having a "pre-built" selling system that removes the pressure from service technicians and "makes" the sale for them.

  ×

  Having spent over 25 years in the HVAC industry Jeremy Lowe is well acquainted with the various aspects of service companies. From the field to general manager of several multi-million dollar corporations his direct no nonsense approach gets to the root of the problem as he deals with profitability coaching, process mapping, customer relations, and stress management.
  
  As the Chief Technology Officer for Callahan Roach Business Solutions, Jeremy has been involved for the last 10 years with helping contractors utilize flat rate strategies and pricing solutions in their service departments by phone consultations as well as by classes taught across the US.
  
  When not working you can find Jeremy immersed in some form of computer technology which he has worked with since the advent of the Tandy computer or photography a lifelong passion. A member of Big Brothers, Big Sisters and a certified Nitrox diver Jeremy enjoys numerous hobbies and volunteering his time to good causes including the Joe Groh Foundation.

  ×

  Gene Burch, Service Roundtable Consultant Coach Partner, and recipient of the Service Roundtable’s Servant Leader Award, is a second-generation plumber who started working for his father’s plumbing company in 1959 after serving in the Navy. He began his teaching career in 1969 when he taught plumbing classes for Local Union 38. Gene then started his own plumbing business in 1975. In 1976, he joined the (PHCC) Plumbing Heating Cooling Contractors Association and started teaching various plumbing, sales, and a technical class to its members in California, which he still does to this day. He also became active within the association, and served as president at both the local and state levels. In addition, he served on many different committees and special assignments over the years, and received the PHCC Contractor of the Year award in 1994.
  
  In 1989, he converted his company from residential new construction to flat rate service and repair only for plumbing, heating, and cooling. In 2000 he started his Consulting Business, G B & Associates... ...which is dedicated to helping fellow contractors develop their businesses. In 2005 he sold the plumbing company to his two sons and retired from day-to-day operations.
  
  In 2008, he developed and videotaped a 27-hour DVD Series on which he teaches the basics of the Plumbing Trade.
  
  He is certified to teach for the Green Plumbers USA program, which is focused on educating members in the plumbing industry about learning the process and benefits of conserving water and energy. He is certified to teach the Core Curriculum for the National Center For Construction Education And Research Program.
  
  In 2009 Gene was awarded Service Roundtable’s rarely granted, highly prestigious Servant Leader Award, recognizing his years of selfless service to others in the Plumbing and HVAC industries.
  
  Gene always signs off his email to the Service Roundtable with “just my thoughts.” With more than 50 years of plumbing trade, business, and training experience, he brings a wide range of information and knowledge to his programs and classes, and continues to be a great source of wisdom, and practical advice. We’ve learned that “just my thoughts” are “just the thing” we need more of!

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• Service Nation Alliance

  Allan Ferguson

  

  Allan Ferguson

  Founder of Service Professionals Australia

  
  

  Allan is the Founder of Service Professionals Australia as well as Omega Services, partnering with Peter Cox in 2010 with Lead4Growth. An accomplished service tech, sales trainer & marketing expert. Owner of several service companies (Omega Group) that specialize in plumbing & electrical maintenance. In 2004 Omega Services evolved from 6 trucks doing building work to a new focus in maintenance taking the business to 30 trucks in 2012. By implementing Leadership strategies & mentoring, without this Omega would not have achieved the BRW 64th fastest growing company for 2008.
  
  

To grow any service company you need to have the right people around you (those closest to the leader will determine that leader’s success). To lead you need to allow yourself to be led and over the last 8 years Allan has been mentored by some significant entrepreneurs such as Peter Cox along with other like-minded business owners from the USA. Allan was introduced to Peter & Debbie Cox as a client of Omega & commenced working with Peter owner & founder of Leadership Dynamics in 2004. In 2010 Allan & Peter decided to do a joint venture with Lead4Growth business building seminars, to share all the great leadership principles that Allan had implemented into the Omega Group via Peter Cox.
  
  

With a desire to learn & grow Allan founded Service Professionals Australia (formally Right Solution Now) a service industry training company. Allan works hard to improve the service industry through efforts as a nationally recognized business consultant, sales trainer & expert in flat rate pricing. Allan’s expertise lies with helping business owners identify the most profitable area of the business to focus along with correctly pricing their services, this along with empowerment & leadership strategies learnt from Peter Cox. The more contractors that get on board with charging there services correctly, through flat-rate pricing, training and selling service agreements, the easier it will be for all of us.

• Matt Prazenka

  

  Matt Prazenka

  Managing Director, Serice Nation Alliance

  
  

  Matt Prazenka has over 30 years of innovative leadership experience in organizations with over 24 million dollars in sales from both B2B and B2C services and products. He is an experienced executive and business strategist with a proven track record in sales, marketing, process development, and identifying new opportunities for profitable growth. He creates and implements strategic plans that focus on the strengths of the company and leverages these new or underutilized opportunities. He advises businesses on how to create value in the eye of the customer, which builds relationships and strengthens loyalty.
  
  Matt has developed proven methods for new business development and lowering the cost of new customer acquisition. He is an effective communicator with a wide-ranging background in sales, marketing, finance, accounting, operations, and lean processes. He has proven his ability to build strong teams, lead change, and manage results in dynamic and hostile environments. He has embraced the power of WEB 2.0 for faster adaptation to the changing environment of business. Whether it is collaboration tools, social media, Open Source, or SAAS (software as a service) products, Matt is looking at the horizon for new offerings and their potential to change the playing field and game plan for business.

• Robin Jones

  

  Robin Jones

  VP Marketing, Service Roundtable

  
  

  Robin Jones is the VP of Marketing for Service Roundtable, with authority over the management and direction of all the company’s external marketing. Robin has an impressive history of marketing success, most notably in the case of Radio Disney for whom Robin was responsible for the development and strategic planning of all aspects of Radio Disney’s programming.
  
  Joining Radio Disney at the onset of the network in August 1996, Robin helped co-develop the Radio Disney Kid Jams CD series, which sold over 4 million units during her tenure. She oversaw Radio Disney’s rise to become the top rated network for children and families in the entire US. Her expertise at marketing to a target audience can only help the Service Roundtable continue its impressive growth.
  
  Robin expanded her marketing and branding career into young adults by joining Yea Networks with the legendary Kidd Kraddick in 2008. Distributed in over 60 markets across the US, Kraddick became the highest rated syndicated morning radio show in the US amongst women aged 18-49.
  
  Robin’s talent and interest in building new business led her to join STARHAVEN in January 2009, and in 2010 she moved online with the launch of GeoWhiz Universe LLC, a multi media company devoted to creating compelling content for tweens that introduced virtual travel and social philanthropy. Other accomplishments include developing and managing successful feature, promotional and audio campaigns for various national clients, a talent she puts to good use for the Service Roundtable.
  
  Under her direction, Radio Disney was honored with the following awards: Radio Inc.’s Best National Format Award (2 times), iParenting Media Award, and the Angel Award. Jones herself has been recognized with the Gracie Allen Award, Golden Microphone, Outstanding Young Woman in America and the Cystic Fibrosis Media Award. As well as these honors, Robin sits on the Advisory Board for M.I.T.’s Terrascope Youth Radio Project and Barry Landis’s Briner Institute.
  
  Robin currently resides in Double Oak, TX with her husband of 26 years and two daughters.

• Garry Upton

  

  Garry Upton

  Executive Vice President, Decision Analyst

  
  

  Garry Upton is responsible for managing several client service groups within Decision Analyst as well as the company’s new business efforts.
  
  Garry’s 35+ years of marketing and marketing research experience give him a keen sense of strategy and its importance in stimulating business growth. He is proficient at helping clients understand research requirements and the best methods for delivering timely decision-oriented information. He is an expert in combining secondary and primary research to enhance strategic analyses.
  
  Garry’s research experience includes significant work with industries as diverse as travel, packaged goods, publishing, retail, HVAC/construction, religious programming, charitable giving, public utilities and the oil and gas industries. His experience in B2B (channel of distribution) research is as extensive as research with consumers.
  
  Prior to joining Decision Analyst, Garry’s work experience included: Lennox Industries (director marketing research), Dr Pepper (marketing and MIS management), and A.C. Nielsen (store audit production and client service). Garry is a product of the University of Nebraska, with postgraduate work through a joint program with A.C. Nielsen and Northwestern University.

REGISTRATION

Register here with the Service Roundtable to receive the lowest rate available for Mechanical Systems Week - Only $285 per person and New Members for $295! Save $110 from the published price. Gain access to sessions exclusive to Roundtable members. Plus, join us for the Fall Roundtable on Wednesday morning for only $99 and new members for $109!

Options

For Members

For New Members

Until August 15.

For New Members call 877-262-3341

ACCOMMODATIONS

Exterior ×	Accents ×	Double/Double Guest Room ×	Fitness Center ×
Terrace ×	Warmth Retreat ×	Sam & Harry's Private Dining ×	Gather Bar ×

1551 North Thoreau Drive
Schaumburg, IL 60173

A block of rooms has been reserved for Mechanical Systems WEEK guests and attendees. Group rate: $158.00 + TAX

Phone reservations, please call:

1.800.468.3571 – Please mention this code “COMFORTECHMECHSYSWK” when making your reservation or .

Designed by top contractors, the Service Nation Alliance is a coalition of select contractors dedicated to continuous improvement and the creation of a marketplace for buying and selling HVAC companies. Service Nation Alliance members participate in the ongoing process of documenting, enhancing, and implementing the industry's best practices, procedures, and systems.

This meeting will be held in Euphoria Room. Alliance day is exclusive to members of the Service Nation Alliance.

For information about joining the Alliance, please contact Chris.Ferraro@ServiceRoundtable.com or Charlotte.Carson@ServiceRoundtable.com, visit the Service Nation Alliance Website, or call 877.262.3341.