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Paul Kelly reveals the magic behind what drove his company from $7 million in revenue, to over $200 million today. Whether you are a $1 million contractor, $5 million or $20 million, you’ll love learning the secrets no one else seems to talk about. This session will include 15 minutes of “Stump the Magician” where you can ask Paul any question.

All attendees will receive a signed copy of Paul’s book Tricks of the Trade to Success: The Magic of Creating Your Ta-Daaah! in Business and Life. So grab some popcorn, take a seat in the audience, and don’t hesitate to raise your hand when the magician asks for a volunteer. It could change your life.

Plus, you’ll learn the tricks of the trade for:

• Selling more HVAC systems
• Making more money — and more profit
• Effective marketing and advertising
• Hiring and retaining the best
• And so much more!

Have you ever noticed how some people seem to get ahead even though they don’t appear to be any more intelligent or any harder working that you are? For many of those people, communication and presentation skills are their secret weapon. Excellent communication and presentation skills are the most effective tool in the technician’s toolbox. With that tool, a technician can deal with any situation with confidence and effectiveness.

This breakout session will help participants become far more effective presenters and communicators. These skills will give them their best chance to succeed at almost anything. You’ll learn how to communicate effectively and confidently with practical and proven techniques that are essential for all technicians. Participants will learn how to instill trust and confidence in others, and you’ll walk away able to communicate with customers effectively and confidently on any topic, even under the most difficult circumstances.

You’ll also learn:

• The psychology of persuasion and how to influence customers to take positive action.
• How to be seen as a trustworthy professional whose recommendations are always in the customer’s best interest
• How to communicate more effectively during service calls
• Control any conversation with verbal judo. Learn how to deal with difficult people, even in the most stressful situations
• How to get the customer to understand technical concepts when they are not tech savvy.
• Great communicators use examples and metaphors to explain technical or complex things. You will learn how the experts do this with ease
• How to offer recommendations in a low-pressure manner that the customer can easily understand
• Never be put on the spot again! You’ll learn how to think on your feet when challenged with a difficult or negative questions
• Learn the secret to quickly establishing rapport and conversing easily with customers.
• The power in words – which ones to use and which ones you must avoid
• Methods to overcome objections and persuade customers without using silly outdated word gimmicks.
• The 6 major components of personal charisma—and what you can do to further develop these qualities in yourself

Why do some people have a 75% close ratio and others struggle to close 25%? Just what are the causes of success? Sales people are not born, they are made. Using personal stories from 53 years in sales, his most successful contractor clients, self-effacing humor, high levels of interaction, critical success factors of peak performing sales professionals, Mark will give you the tools you need to raise your own bar and maximize your sales potential.

This 90-minute breakout will change your sales life and put you in the top 4% of performers. In this session, you’ll learn:

• The strangest secret in the world
• The Hour of Power
• The 3 Things Formula
• The #1 skill to master in sales
• “The questions are the answers”
• Three simple closes that work
• How objections are your friends – and four words to find the REAL objection
• The “Fries With That?” secret
• How to create endless referrals
• And much more!

54% of Americans have what is considered a prime credit score or higher, meaning they’ll secure the highest approval odds and best rates when applying for a lending solution. But your homeowners are more than just a credit score, and plenty who fall short of qualifying for prime approvals still want financing. And there are options for them. How could contractors benefit from tapping into available options for this underserved 46%?

In this breakout session, our financing experts will discuss how waterfall lending is an excellent tool for helping contractors broaden their customer base. We’ll provide a breakdown of how lenders assess risk, as well as debunk some common misconceptions about second- and third-look lending. Those who attend this session will leave armed with practical information that helps them better field homeowner questions.

In this session, you’ll learn:

• The power of a “yes” for virtually every customer
• The underwriting criteria to approve these customers
• The appropriate pricing and setting of consumer expectations
• The subprime market vertical in multiple industries across North America

In this dynamic session, each attendee will be given the tools and gain the skills to become an effective leader who inspires, impassions, and empowers those around him or her. Great leaders create an environment where healthy debate, sharing of ideas and inclusion are all part of the company culture – where employees feel they are part of something special.

In this session you learn how to:

• Inspire and convince others to work tirelessly for the mission
• Overcome workplace negativity
• Understand the difference between leadership and supervision
• Coach and mentor to develop great employee skills
• Manage your team with clear expectations, proper delegation, and employee empowerment
• Manage change with purpose, positivity, and collaboration
• Recognize employee issues through verbal and non-verbal communication
• And much more!

It’s a common challenge: How can technicians effectively deliver information to the customer without applying pressure? Do you want to quote and hope? Or do you want to compel your customers to invest in your products and solutions while providing an amazing customer experience? Too often technicians make recommendations that fall on deaf ears.

In this breakout, Russ Horrocks will break down why this happens and how to overcome it. In addition, Russ will walk the attendees through a simple formula for creating value and interest in your products and services. Most importantly, all this will be done without the technician or the homeowner feeling an ounce of pressure.

In this session, you’ll learn:

• How to serve your customers while establishing yourself as the best company in the market
• How to grow your reputation and brand
• Strategies for communicating value (not pressure) to your customers
• Proven best practices for improving in-home relationships
• And much more!

Maintaining healthy gross margins on new systems is critical to your business success. But maintaining healthy gross margins is more difficult than ever, given the abundance of cheap competitors. The key to maintaining those margins is demonstrating to your homeowners WHY your company is worth paying a higher price.

Join residential HVAC sales expert and New York Times bestselling author Weldon Long as he explains the value-building exercise of a product demonstration to show your homeowners how a proper installation is done and WHY your company is worth more than the competition.

In this sessions, you’ll learn:

• How to use this powerful strategy to drive higher gross margins
• How to deliver overwhelming value to your homeowners
• A proven strategy to create a product demonstration for your business
• How to set yourself apart from endless competitors in the eyes of your customers
• And much more!

How can you utilize financing during today’s current economic environment? You need full solution like OPTIMUS and need to consider alternative finance solutions including Lease-To-Own (LTO). LTO is a great solution for sub-prime and deep sub-prime customers. These are applicants who typically will not qualify for prime or even second look financing.

As the economy slows down and the credit environment changes, the slice ofthe pie that sub-prime and deep sub-prime solutions serve will be bigger and a LTO can get you that incremental growth you need.

In this session, you’ll learn:

• What is a LTO, what is its legal structure, how to properly market it and dispel the myths about it
• Why you should have it as a tool in you finance tool box. The product is a bit more complicated from a compliance and process point of view, but well worth the time and effort to close that sale
• An overview of the product suite
• How to manage customer inquiries and objections