ARLINGTON, Va. — According to the Air Conditioning Contractors of America (ACCA), the organization is planning a series of workshops on management and marketing issues at its annual conference. The 2003 ACCA Conference & Indoor Air Expo will be held March 12-15, 2003, in Palm Springs, Calif.

The management track of education sessions include eight separate workshops.

Marketing expert Adams Hudson of Hudson Ink. will present “7 Common HVAC Marketing Mistakes.” Hudson will review the most common misperceptions held by contractors regarding advertising and sales.

“Problem Solving Made Easy” will be led by Al Roach of Callahan/Roach & Garofalo. Roach will lead participants through six steps for solving business problems. Attorney Laurie Baulig of Porter & Baulig will present “What You Don’t Know About Your Contract Can Hurt You.” ACCA says this session will help contractors understand what to ask for in a contract and what to avoid.

Dennis Haley of Academy Leadership will lead “The Leadership Compass.” The course will use principles taught at West Point and the Naval Academy to demonstrate leadership philosophy that perpetuates self-discipline, honor, and integrity to get extraordinary performance from ordinary people, the association says.

“Marketing Matters!,” led by Victoria Barnes of Nelson, Mullins, Riley & Scarborough, is designed to teach contractors how to conduct a marketing audit, draft a marketing plan, and launch a community relations campaign.

Other workshops include “The Benefits of Extended Service Agreements,” led by Ray Isaac of Isaac’s Heating & Air Conditioning; “Your Team’s Self-Esteem: The Bridge to Productivity,” led by Mike Callahan of Callahan/ Roach & Garofalo; and “Growing Profits Through Fleet Safety,” led by Bob Axelrod of Cooling Equipment Service.

The management track is just one of four tracks featured at the conference. Other workshops will focus on commercial contracting, residential contracting, and mold/IAQ services. An educational track is also offered for spouses and guests.

For more information, call 703-575-4477 or go to

Publication date: 02/03/2003