ARLINGTON, Va. - As part of the educational program planned for the 2004 Air Conditioning Contractors of America (ACCA) Conference and Indoor Air Expo, a special slate of marketing and management sessions will be held for contractors which the association says will focus on providing "real world" education that can be applied right away to make a contractor's business more profitable.

ACCA's conference and expo will be held February 25-28, 2004, at the New Orleans Marriott. During the "Marketing/Management Track" of educational workshops, HVACR contractors can attend such workshops as:

  • "High Performance HVAC Marketing," led by Adams Hudson of Hudson Ink. This session will provide ideas and proven techniques from the well-known HVAC consultant and ACCA's marketing partner.

  • "Making the Most Of Every Sales Opportunity," led by Bill Napolitano of Achievement Dynamics, Inc. This workshop is designed to show contractors how to increase top line revenue without increasing expenses.

  • "The Five Critical Components of Providing Customer Service," led by John Garofalo of Callahan/Roach & Garofalo. This session will explore the "mysteries" of effective communication skills, the human learning cycle, components of effective communications, and the intangibles and tangibles inherent in the process.

  • "E-Mail Marketing: This Time It's Personal," moderated by Kevin Holland of ACCA. This panel discussion will include contractors and marketing experts who will discuss using e-mail as a marketing tool.

  • "The Benefits of Extended Service Agreements," led by Craig Funke of Equiguard Inc. In this workshop, attendees will learn about the private label risk management program designed exclusively for ACCA members and find out about new opportunities that haven't been available before with third party service agreement programs.

  • "How to Create and Market a Commercial HVAC Planned Replacement Program," led by Curt W. Picard of Lennox Industries. This workshop will discuss educating building owners/operators to understand that proactive replacement is the best option and that planning ahead is key to success.

    Other workshop series at the conference will include Residential Contracting, Commercial Contracting, Legal Issues, and a special series of Best Practices panels featuring contractors speaking from their real-world experience. There will also be a special educational track for spouses and guests.

    For more information or to register, visit or call 703-824-8856.

    Publication date: 11/17/2003