EGIA Contractor University

Educational Workshop

Leadership & Emotional Branding, Brand Distinction, Culture Building and The Customer Experience

December 12-13, 2018 - New Orleans, LA

What separates a Daikin Elite dealer from the average contractor? Attain the foundational principles of leadership, vision, purpose, strategy, and communication. Over these two-days, you will discover and develop the skills needed to lead a successful company and a driven team. Through case studies and learning exercises, you will construct your leadership strategy and define a personal road map that will allow to you advance your skills, knowledge, and awareness.

Course Objective:

  • Explore key strategies and tactics you need to use to accomplish the best results
  • Learn how to connect with your customers, meet their emotional needs and change customer behavior
  • Develop better skills of monitoring performance
  • Grow your strategic thinking and planning skills to yield greater profits and achieve your goals

PROBLEM: In the minds of most consumers, all dealers are the same. "You're selling commodities."

SOLUTION: "Brand Distinction." This powerful and interactive program will give dealers the knowledge and tools necessary to build a strong, passionate and meaningful culture and one-of-a-kind brand. With the use of case studies, real data, creative sessions and proven processes, this program will give the dealers everything they need to create a “Brand” that customers and employees alike will want to belong to and will remain loyal to.

More Information

Topics Covered:

  • How to create Brand Personality and Brand Distinction
  • The Benefits of a Powerful Brand
  • Identify Who You Are and What You Sell – A New Perspective!
  • Identify Who Your Customers REALLY Are – Don’t try to be all things to all people
  • Examples of Powerful Brands Who Stay True to Their Purpose and Remain Leaders
  • Discover Your Why – A Process for Getting Everyone on Board With Your Mission
  • The Power of Word of Mouth Marketing and How to Harness It
  • Getting Smart About Social Media – If You Don’t Control It, It Will Control You
  • The Power of Reviews – How to Get Them and Make Them Positive
  • Becoming Fanatical about Preparation and Process – It Leads to Profit
  • Emotional Branding – Create Customers for Life
  • Disruption! How Do The Greatest Companies Stay at The Top? Follow Their Lead and You Too Will Be a Leading, Disruptive Brand
  • Understanding the Key to Customer and Employee Loyalty
  • Become a True Innovator by Focusing on Transformative Growth
  • Leadership Skills That Translate Into a Vibrant, Passionate Cultures
  • Testimonials, the Most Powerful Marketing Tool Available. How to Get Them and How to Use Them

What to Bring (Dealer)

  • An Open, Creative Mind
  • A Willingness to Learn
  • A Desire to Grow and be Sustainably Successful
  • A Desire to Be The Strongest, Most Successful Brand in Your Market

Who Should Attend?

  • Owners, Managers, Sales Reps, Customer Service Reps

Presenter Bio

Russ Horrocks

Vice President, HVAC Sellutions

Russ Horrocks emerged as one of the most successful Comfort Advisors in America in the mid-90’s. Russ quickly took to sharing his unique knowledge of buyer psychology with sales forces across the country. He turned his profession into a passion, educating and coaching in-home sales and service advisors to understand the critical skills necessary to achieve results far exceeding personal mindset limitations and corporate expectations.

Most trainers preach about product and process. Russ teaches and coaches his sales and service protégés not only about what to do in the home and how to do to it, but more importantly, why. Why leads to a purpose allowing the people his students serve to build a strong connection based on a position of trust, confidence, competence and credibility. When matched with the creative execution of a process built to work with human nature and how people want to buy, it yields explosive growth.

Having mastered the sales process, in 2011 Russ joined with business development specialist, Drew Cameron, as Vice President of HVAC Sellutions to help clients enhance the performance of their entire business, and transcend growing one person or department at a time. Together they work in the trenches with their clients in every facet of building successful home services businesses.

Clients embrace Russ’ detailed holistic approach to assessing a company’s people, present state and potential. Drawing a blueprint for success, he collaborates with clients onsite, online, and on-the-phone to achieve operational excellence with a hands-on strategic approach to growing people and implementing profit-based processes and systems. Clients benefit from Russ’ 20 years of knowledge and national experience, along with his relentless pursuit of building happy, effective, top-performing professionals and developing a culture of success and achievement.