Next month, with E-Myth author Michael Gerber as the keynote, the biggest residential conference and trade show in the HVAC industry takes place in Las Vegas. It is the Service World Expo! Here are eight compelling reasons why you need to attend.
In his landmark book, “The 7 Habits of Highly Effective People,” Stephen Covey tells a story about a woodcutter who was frustrated with the progress he was making. When asked by a stranger what was wrong, the woodcutter said the saw was blunt. The stranger asked why he didn’t sharpen it. The woodcutter said he didn’t have the time to stop and sharpen his saw.
One of the reasons it is important to attend events like Service World is that it allows you to sharpen your personal saw. Running a service business can wear on you, dulling your edge. You will return home from Service World with a sharper edge. You will perform better. At a recent conference a contractor told me he learned it was important for him to attend conferences. When he missed one, his company’s performance suffered. Worse, his attitude suffered.
Coming to shows like Service World will pick you up. It will motivate you. Unfortunately, the effect tapers off over time. As Zig Ziglar used to note, so does the effect of bathing. That’s why you should do it regularly.
2. Hear Gerber and Goodrich
The opening keynote is E-Myth author, Michael Gerber. Gerber is the guy who taught us to work on our businesses, not in them. For many (most?) of us, this is a lifelong struggle. If you have never heard Gerber speak live, you owe it to yourself to take this opportunity. Gerber is making fewer appearances today than in the past. When you get a chance to see him, seize it!
Gerber is speaking with contracting superstar, Ken Goodrich. Goodrich built a $100 million residential service and replacement contracting business not once, but twice. Few people have more to share than Goodrich and no one shares as generously.
Gerber and Goodrich recently collaborated on a forthcoming book. Here’s what I wrote about it…
In the 19th century, Horatio Alger wrote fiction about humble boys rising from rags to riches, which constitute the great American success story. Ken Goodrich’s story could have been written by Horatio Alger, except that Ken’s is not fiction. From his days of a mullet in a truck, Ken has risen to become America’s most successful residential air conditioning contractor. In this book he not only shares the lessons he’s learned, but he teams up with the iconic author of The E-Myth Revisited and other great books for small business: Michael Gerber. This is a must read for any contractor, but especially for contractors living lives of sustenance in an industry that can deliver lives of prosperity. Ken and Michael show you how.
Do not miss this keynote. It could change the trajectory of your business and your life.
3. Learn Better Contracting Practices
Ultimately, contractors attend conferences like Service World because they want to improve their businesses. They want to learn the state-of-the-art in contracting. Nowhere will you get a better lineup of top industry practitioners, consultants, and solutions providers. If the combination of Gerber and Goodrich are not enough, consider the additional keynotes:
The second keynote is contractor, Kelly Schols, who became the Blue Collar Success Group’s Financial and Accountability Coach after selling his business. He will address “how to build and protect wealth through a successful service business.”
The final keynote is Luke Williams, Professor of Innovation at NYU Stern School of Business; Founder and Executive Director of the W.R. Berkley Innovation Labs; and a Fellow at Frog Design—one of the world’s most influential product strategy and design firms. Williams will share, “how to spark transformation in your business” through disruptive thinking. With disruptive technologies impacting industry after industry, you should not miss this.
Breakout speakers include:
“How to Win the Branding Wars” — Dan Antonelli, President of KickCharge Creative and author of “Building a Big Small Business Brand.”
“Own Your OWN Backyard: The Ultimate Roadmap to winning Locally Online” — Lance Bachman, founder, President, and CEO of 1SEO.com, a full-service global digital marketing firm that is a Google Premier Partner, top 1%, a Microsoft Partner, and a Facebook Marketing Partner.
“How to Beat Your Competition in a Mobile-First World” — Marcia Barnes, CEO and Founder of Valve+Meter Performance Marketing and formerly President and CEO of Defender Direct (now called DEFENDERS).
“Top 10 Habits of Managers That Destroy New Employees (Millennials) Morale”— Frank Besednjak, Business Coach.
“How to Build a Self-Managing Service Business: Four Critical Steps to Creating Personal Freedom” — Kenny Chapman, The Blue Collar Coach, Founder of The Blue Collar Success Group, and author of “The Six Dimensions of C.H.A.N.G.E.”
“Measure Your Way to Success: Focus on These Metrics When Evaluating Customer Happiness”— Jonathan Clark, Customer Success Manager at GuildQuality.
“Selling Your Business – A Case Study of Our Last 5 Transactions and What You Can Do to Increase the Value of Your Business” — Brian Cohen, Business Strategist at SF&P Advisors.
“Field Process Playbook: 6 Winning Plays Proven to Drive Profitability” — Jeff Crandall, Profit Rhino.
“Just Do It!” — Joe Cunningham, Founder of SuccessTrack Network
“Exponential Technology”— Jennifer Davis, Cofounder of Davisware (GlobalEdge Software, Global Warranty, Global Field Solutions, E2, Global Trade, Global Imaging and S2000 Service Software).
“Is Your Benefit Package About Your Employees or Your Budget”—Melanie Gentry, Founder of Comprehensive Employment Solution (CES).
“New Generation of Refrigerants HFOs” — Jamey Hale, Senior Technical Training Manager, Chemours.
“Zoning Without Bypass” — Tom Jackson, Co-Founder, Jackson Systems.
“What You Can Learn from 1,000 Negative Google Reviews” — Colleen Keyworth, VP of Sales and Marketing for Contractor’s Online-Access.
“Pain-Free Hiring: Finding Technicians, Automating Hiring, and Growing Revenues without an HR Team” — Ryan Kohler, Founder and CEO of a hiring software company and an ApplicantList partner.
“6 Keys to Recruiting and Retaining World-Class Talent” — Todd Liles, founder of Service Excellence Training and the creator of the PRESS PLAY Training System.
“Employees Can’t Read Your Mind: Communication Breakthroughs for Business Leaders” — Erica Leonor, Customer Experience Coach and Sales Trainer for Power Selling Pros.
“Know Your Break-Even so You Don’t Break the Bank” — Lisa McCarthy, COO of Out of the Box Technology, and Vicki La Plant, Service Nation Business Coach and member of the Contracting Business Hall of Fame.
“Training Your Team to Make a Difference” — Edward McFarlane, Co-founder of Schedule Engine and an Executive at Haller Enterprises.
“Master Your Core Values and Take Your Culture and Sales to the Next Level!” — Tom Peregrino, President of Daffan Cooling and Heating.
“Non-Invasive Drain Waste & Vent Rehabilitation” — John Heisler, PIPE Lining Supply.
“Dumb Down Your Marketing” — Danielle Putnam, President of The New Flat Rate.
“All of the Old Guys are Retiring, and the Young Ones are Morons!” —Aaron Salow, Founder and CEO of XOi Technologies.
“Four Strategies to Help You Crush It on Google”—Doug Schatz, Director of Partnerships at Market Hardware.
“8 Ways for Non-Trainers to Improve Training” — Lance Sinclair, Success Academy™, an affiliate company of Direct Energy.
“Recruit Smarter, Not Harder” — Ryan and Angie Snow, Owners of Western Heating & Air Conditioning.
“3 Models for Business Growth” — Marc Tannenbaum, President of Attic Systems, a division of Dr. Energy Saver.
“Close Like the Pros”— Chuck Thokey, Destination Motivation and author of “Selling Education and Educating Sales.”
“Communication Breakthrough” — Adam Thompson, FocalPoint.
“The Future of HVAC Maintenance and Monitoring Plans” — George Tsintzouras, CEO and Co-founder of Alert Labs.
4. Discover New Products and Services
The Service World Expo features the most innovative trade show in HVAC. Exhibitors do their best to make their exhibits interactive learning experiences. Visiting a booth as Service World is like attending a mini-seminar where the exhibitors show you how to build the top and bottom lines of your business.
New products and services are on display. This gives you a leg up on the competition. You can learn about them before anyone else in your market.
You can also win stuff… as much as tens of thousands of dollars of stuff in exhibitor giveaways and contests.
5. Get Inspired
Everyone knows the story of Roger Bannister and the four-minute mile. The four-minute mile was considered impossible. Doctors said your heart would explode. No one could do it until the day a British medical student achieved the impossible. Forty-six days later, Bannister’s record was broken. And it was broken again and again and again. The four-minute mile was a mental barrier, not a physical one. Once the mental barrier was broken, it was broken for everyone. At Service World, your mental barriers will be broken when you meet other contractors who have burst through barriers. You will realize, if they can do it, why not you?
Meetings like Service World open up your eyes to the possible. It is inspiring. We are all capable of so much more than we know. However, we do not know. That is the point. Come to Service World and the possible will be revealed. Get inspired.
6. Expand Your Network
Do you have a network of people around the industry and across the country you can call on for advice and input? Do you know contractors in other markets you can visit to learn first hand how they are setting themselves apart? Can you talk directly with factory personnel, instead of working your way through distribution?
At Service World you will meet people who can help you professionally. Moreover, these professional relationships can turn into personal friendships. One of the great things about HVAC is the near total lack of pretention among contractors. Sure, there is some, but most contractors are grounded. Meet them. Connect. Build relationships and friendships.
7. It’s Fun
The after-hours networking activities at the Service World Expo are fun. They are designed to be fun. When you have fun, you will be more open to meeting new people and networking. You will also learn better the next day. Plus, it’s in Las Vegas. Vegas is fun!
8. It’s Free!
Service World requires an investment of $399, which is a fraction of what other shows cost. Really though, it is free because it is impossible to return home and not incrementally improve your business by more than you will invest in attending. However, the show really can be free. Software company, Service Titan is currently running a promotion where they will pay your registration if you take a demo of their software.
Visit www.SWEShow.com to register.
The show is October 16-18. Be sure to click the “Book Room” link at the top so that you can get the discounted rate and stay at the Paris Casino where everything is happening.
Visit www.SWEShow.com for more information on the Service World Expo.