NORMAN, Okla. - York International's Unitary Products Group will sponsor a training program on maximizing profit in a retail environment for up to 200 HVAC contractors on Sept. 15 at America's Center in St. Louis. The event, called York Business Day, offers contractors the opportunity to take advantage of the latest offering from York's business training university as well as leading HVAC consultants, says the company. York's distribution network is co-sponsoring the event and inviting contractors on a regional basis.

The daylong training program features nationally recognized business, marketing, and contracting experts in the HVAC industry, and is free to participants. HVAC contractors who are interested in attending should contact their York distributor to register.

Participants may attend four training sessions, and two industry briefings, between 7:30 a.m. and 5 p.m. Topics and speakers are as follows:

"Preparing Your Business for Selling Value," by Gary Elekes, president of EPC Inc.

"Selling to Women," by Sharon Roberts, a principal of Roberts & Roberts Associates

"Selling Value and Using the Tools," by Richard Harshaw, president of Lodestar Consulting Systems

"Maintaining a Value Type Customer," by Dr. Ron Collier, president of Collier Consulting Group.

Mark Matteson, president of Pinnacle Service Group, will provide a keynote message on industry trends, and UPG senior marketing director Doug Widenmann will present the findings of a consumer preference study that defines where consumers prefer to buy HVAC products. "The entire program is designed to raise awareness of the need to sell value, why it's important, and how it can lead to the profitable growth of a contracting business," he said.

Publication date: 08/16/2004