ARLINGTON, Va. - The Air Conditioning Contractors of America (ACCA) will hold its third annual National HVACR Residential Marketing & Sales Forum (RMSF) on April 4-5 in Arlington.

For the third annual event, ACCA has developed a program featuring five successful contractors, covering four important topics in sales and marketing.

Among the topics being covered in this interactive two-day forum are:

• Company Culture - Jackson & Sons Inc. Dudley, N.C., will give valuable insight into how to compensate and incentivize employees, how to treat them, and how to structure your business, and develop and implement strategy (not just goals).

• The Customer - Hobaica Services, Phoenix, will share tips that will help contractors figure out who their true potential customers are, how to find them, and how to attract them.

• The Close - Isaac Heating & Air Conditioning, Rochester, N.Y., will explain how to take a customer’s objections and use them to close the sale, while building a case for the customer to accept the experience.

• The Connection - Peaden Air Conditioning, Heating & Plumbing, Panama City, Fla., will share techniques to turn customers into lifetime clients by building a strong connection through service programs, community outreach, and referral rewards.

The panel-style forum along with the new “rapid roundtables” will be moderated by industry veteran Larry Taylor, president of AirRite Air-Conditioning Company in Fort Worth, Texas. As master of ceremonies, Taylor will tie the discussion together, ensure plenty of interaction, and help attendees get all their questions answered (and their answers questioned).

“We have brought in some of the best contractors from all over the country to give participants the ‘inside scoop’ into what they have done to grow their businesses and makes them more profitable. Couple that with two powerhouse sessions from leading sales and marketing trainers, and contractors won’t be able to find this caliber of training anywhere else,” remarked Kevin Holland, ACCA senior vice president business operations & membership.

In addition, contractors registered for the RMSF can stay an extra day and participate in the annual Washington Fly-In for no additional charge. The Fly-In takes place on April 6, and gives contractors an opportunity to make a difference for their business, the industry, and the nation by meeting with their congressman and senators.

More information on the full program and registration is available online at or by calling Vickie Ellis at 703-824-8856.

Publication date:01/31/2011