Virtual Conference
Growing Your Business
A. Supercharge Your Marketing & Advertising Strategies
-- TBD
Speaker: Tom Shay, President, Profits Plus
B. Identify, Target & Capture the New Customer
-- understanding the scope of work to be performed
-- understanding mother natures’ impact on pool and spa materials
-- do It right the first time
Speaker: Beverly Koehn, President, Beverly Koehn Associates
Are You and Your Assets Legal Protected?
A. What are the liability areas?
-- TBD
Speaker: David Samuels, Partner, Michelman & Robinson LLP
B. Significant Legal and Insurance Issues Facing the Pool Service Technician
-- failure to document
-- not recognizing the foreseeable risk involved with overfilling and pool draining
-- ignoring employee and independent contractor issues
Speaker: Ray Arouesty, President, Arrow Insurance Service, service industry insurance coverage/legal issues
In 1999 Ray became a California licensed swimming pool repair contractor and he is water chemistry certified by the Independent Pool and Spa Service Association. In 2000 Pool Industry Expo awarded him the Doug Tanner Award for his lifetime contributions to the swimming pool industry. He can be reached at (800)833-3433 or Ray@ArrowInsuranceService.com. His Blog, Blame it on the Poolman is available at ww.arrowinsuranceservice.com.
Ray Arouesty is President of Arrow Insurance Service, Incorporated, an independent insurance brokerage company providing commercial general liability, truck and workers compensation coverage to the swimming pool and spa industry across the U.S. His offices are located at 40 West Cochran Street, Suite 112, Simi Valley, California. Ray is the exclusive insurance broker for the Independent Pool and Spa Service Association (AIPSSA@) and the Swimming Pool Association of Hawaii (“SPAH”). He has handled roughly 2000 swimming pool related insurance claims in the past 28 years. He is a frequent lecturer at pool industry trade shows and contributor to various pool industry publications. Ray holds a Master of Science degree from Purdue University and a Juris Docorate from Loyola Law School. He was admitted to the California State Bar in 1990 and his legal practice today is limited to members of the swimming pool industry in California.
C. What is your liability on previous projects?
-- TBD
Speaker: Michael A Haggard, Partner, Haggard Law Firm
Growing Your Retail Business
A. User Generated Websites – How to Utilize to Your Benefit
-- TBD
Speaker: Todd Bairstow, Co-founder, Keyword Connects
B. Marketing & Advertising Strategies to Capture the New Consumer
-- selling by price continues to be a dangerous proposition
-- fast selling leads to slow sales; use social media to your advantage
-- selling five items/services to one customer is more profitable than selling one item/service to five customers
Speaker: Tom Shay, President, Profits Plus, author of “100 Profit Plus Ideas for Power Promoting”, “EZ Cashflow”, “100 Profits Plus Ideas for Power Managing”
Tom Shay has authored five books on small business management and co-authored a book on retailer/vendor relations. During the past 8 years, Tom has written over 300 management articles that have appeared in over 65 national and international trade magazines.
Tom Shay's experiences as a fourth-generation merchant provide him with the knowledge and background to present tried and proven ideas to assist owners, managers, and staff with the day-to-day operation of their businesses. During the 25-plus years that Tom was part of the family business, the stores were ongoing laboratories for the management and promotional techniques that are the backbone of the seminars that Tom now produces.
He presents proven and time-tried ideas on the topics of promoting, customer loyalty, business management design, employee skills development, and financial control. A native of Fort Smith, Arkansas, Tom started his first job working in his grandfather's general store. Tom moved to Florida to join his parents in the family operation they had purchased in 1971. Over the next 26 years, the Shay family owned and operated three businesses. In 1997, Tom sold the business to devote full time to the development of seminars and writing magazine columns and books.
C. Who is Your Customer? Today’s customers require that we understand them, not just listen to them. Listening and understanding are very different things.
-- how to understand the core needs and wants of your customers
-- how to adjust your message to today’s customer
-- that it’s not just about products and service – it’s about getting up close and personal with customers as they change and evolve
Speaker: Beverly Koehn, President, Beverly Koehn & Associates, Business Consultant, author of “Loyalty Is Love: How to Hold Clients Close for Life”
Her new best selling book, “Loyalty Is Love: How to Hold Clients Close for Life” has been embraced by thousands. She has been a featured speaker at numerous national and international conferences, including but not limited to, the International Builders Show, Australian Building & Remodeling Conference, Iowa Unity Day Conference, 2-10 HBW Focus Forward National Sales Conference, Western Products Franchise Conference, National Executive Officers Conference, and AT&T Solutions & Customer Care Conference.
Beverly Koehn began her career some twenty years ago selling homes and developing unprecedented customer referrals. Through her keen understanding of the sales process and undying commitment to exceptional customer care, she quickly emerged as a leader and widely sought after business consultant and speaker. Beverly has helped improve the performance of sales and customer care professionals across the United States and internationally, both in the field and in the classroom. Her passion for excellence and unique storytelling ability engages her audience and moves people to act on their training.