2008 Presenters
How to Double Your Culligan Dealership In the Next 12 Months Using Referral Marketing Best Practices.
David Frey, Marketing Best Practices Inc.
Would you like to double your Culligan water
business in the next 12 months with very little extra effort?
Then referral marketing is your answer.
Imagine if you were able to get your current customers to tell all their friends and business owners about your service. What would that mean to your business?
In this workshop you'll discover new and innovative methods to establish deeper relationships with the people that know you, and get them to refer you more business than you can handle.
In this workshop you'll specifically you'll learn...
- How you can slash your advertising dollars and still double your business.
- How to consistently and predictably generate at
least two referrals from every current customer that
you service. - How to automate your entire referral marketing process and get your clients and prospects to fall in love with you while you're sleeping.
- At least five specific referral marketing tactics that you can fully systematize to produce a non-stop river of referrals and word-of-mouth endorsements for your Culligan business.
- The exact "publicly available" system that I personally use to automate all my referral follow-up and stay-in-touch marketing efforts.
David Frey is the author of the "Small Business Marketing Bible"
and the "Instant Referral Systems" program. David has been
recognized as one of the nation's leading authorities on referral
and word-of-mouth marketing. David has trained thousands of
small business owners around the world on practical, doable
referral marketing strategies and techniques. To learn more
about David Frey you can visit www.MarketingBestPractices.com.
Sales Management
Paul Byrnes, Young’s Water Cond.; Keith Brooks, Culligan of Northwest Ohio; Noel Germain, Quality Water Enterprises, & Steve White, Culligan International
Rich Devos of Amway says, The Sales Manager is caught somewhere between being the boss and being an inspirational leader. He or she has to show by example what it is possible to do. A Sales Manager has to be a trainer, a manager, a counselor and a hand holder, and then has to help his or her people to be all they can be.
Sound familiar?
At this year's 2008 CDANA convention learn how an “EFFECTIVE SALES MANAGEMENT SYSTEM” can bring you the results you are looking for. No matter the size of dealership, you will come away with a best practices system that will improve your sells and your bottom line.
Paul Byrnes started with Culligan in sales in 1972. In 1980, he moved to Indiana and managed a dealership for 10 years. In 1990, the dealership was sold and Paul moved back to Iowa to work for U.S. Water (Randy Easton's group) as a Regional Director with financial responsibility for 12 Culligan dealerships in the Midwest. In 1997, Paul was Integration Manager for U.S. Filter during the "water wars". From 1998-2001 he held different areas of responsibility for CODD and Culligan corporate such as Vehicle Fleet Manager for CODD, National Training Manager for CODD, and Regional Training Manager for Culligan corporate covering the Southwest Region. In 2001, Paul relocated to San Diego and was Sales Manager for Culligan CODD. In 2004, he moved back to Indiana and began managing a franchise dealership in Kokomo to the present.
Noel Germain, Sales Manger for Quality Water Enterprises, in Salinas, California has 30 years experience providing business with a common sense approach to effective sales leadership. Noel has achieved a top rates sales team for a nationwide company, has hired and trained hundreds of sales managers, and has won top sales management awards.
Noel owned and operated a Rayne dealership in Santa Rosa, California for three years and sold the business and moved into sales management in the insurance business. Noel is currently Sales Manager for Quality Water Enterprises in Salinas, CA.
Keith Brooks is the Sales Manager for Culligan of Northeast Ohio which consists of three dealerships covering eight counties. Keith got his start with Culligan in July of 1987 in Youngstown, Ohio, working for Buzz Cooksey. In the following years, he worked his way up the ladder to the position of Sales Manager. In May of 2003, Keith joined the CR Hall organization as Sales Manager and currently manages eight residential sales representatives. Keith’s department has managed a 10% growth pattern for each of the last five years. He now facilitates the meetings of a newly formed group of Sales Managers and Dealers or General Managers acting as Sales Managers in the Central Region. These meetings are held quarterly to share revenue growth programs and to discuss issues that arise in residential sales. Through the efforts of this group, Steve White (National Sales Trainer from Culligan) recently gave a one day seminar for the group and for residential sales people. Keith will be joining a panel to share with the members of CDANA how to start up a Sales Manager Forum and how to structure it to maximize the results.
Steve White has been in sales for over 30 years and with Culligan. During that time he has been a sales rep, sales manager, general manager and instructor. His passion is to help people learn new skills, behaviors and strategies not only in sales, but in their personal lives as well. For the past 25 years, Steve has been studying behavioral influence of the buying and selling process. Steve attended high school and college in Riverside, Calif. Additional training includes dozens of continuing education seminars on communications, sales psychology and marketing.
Steve is a father of two children, a 24-year-old son and 22-year-old daughter. Activities included everything that can be done outdoors: hiking, fishing, camping, shooting, golfing, biking and skiing are just a few of the things enjoyed in his home state of Colorado. Steve also reads and writes as a passionate discipline and hobby. During free time and weekends Steve also enjoys talking to men’s groups and helping men develop life strategies and skills for personal growth.
How to Hire, Fire, and Keep Your Ship on Course!
Cindy Cerro, Total Water Treatment, Madison, WI; Rob Kitzman, Culligan Central Coast Water Conditioning; & Dennis Rupert; Rupert’s Enterprises Inc.
Culligan dealerships vary greatly not only in size and product mix, but in methods of personal interaction; this applies to both customer service and employee management. Employee management is arguably one of the most important and challenging tasks to face any dealer. This presentation looks at human resource practices from three different approaches: informal, moderately structured and highly structured. No matter which end of the spectrum in which your dealership operates, or how many employees you have, there will be something to take away and apply in your business. Time for Q & A will be devoted at the end of the presentation.
Rob Kitzman is a third generation Culligan Man in Morro Bay, CA. He graduated from Cal Poly, San Luis Obispo with a teaching credential in 1992, and started as a full-time salesperson in the family dealership in 1994. Rob has been married to Tracy for 19 years, and they have 3 children: Tyler, Ryan, and Annie. Rob enjoys surfing, reading, playing sports, and guitar. Rob is passionate about running a "Values Based Business", and since 2001, has been a member of the 20 group.
Cindy Cerro is the Human Resources Manager for Total Water Treatment Systems in Madison Wisconsin. For the last 5 years she has served 65 employees for Culligan dealerships in Madison, WI, Baraboo, WI and Manchester, Iowa. Cindy has nearly 20 years combined management and human resources experience, and is a certified PHR (Professional in Human Resources). She is currently the Treasurer for the Wisconsin Society for Human Resources Management (SHRM) Council, and she is an adjunct instructor at Cardinal Stritch University of Milwaukee, WI. Cindy has Bachelor of Science Degree in Communications/Business from the University of Wisconsin-River Falls and a Master of Arts degree in Communication from the University of Minnesota.
Set Your Course With Web Strategies!
Bill Kennedy, Leanne Hughes, & Kelly Stevenson of Kennedy Communications
Culligan dealers are seeing results from the web and you can too! In this session the Kennedy crew will draw on their 27 years experience with the Culligan brand to share strategies for building an effective website from start to finish, explore tools to perform a competitive analysis, explain ways to maximize organic search, show how to evaluate an existing website, use search engine marketing strategies to drive clicks and share success stories from within the Culligan system. The web should be part of your marketing strategy starting today.
About the presenters: Kennedy Communications is a member of the Web Analytics Association. Bill Kennedy is President of Kennedy Communications. Yes, he is over 30 years old (an age to be treated with suspicion on web matters), but Bill has learned everything he knows about the web from younger employees, teenagers and his seven-year-old. Interactive Specialists, Leanne Hughes and Kelly Stevenson, are web nerds and are each certified Google Professionals as well as Yahoo Search Ambassadors.
Treasure Your Website – Panel Session
Moderator – John Packard
Rick Redella, American Business Systems; Susie Dahlke, Unco Data Systems; & Bob Boerner, Culligan of San Antonio
A panel of experienced industry advisors will discuss various website issues and answer your questions. The panel is made up of: Rick Redella from ABS, Susan Dahlke from Unco Data Systems, and Bob Boerner Culligan dealer. This panel will present a short background on a few issues and take questions from the audience concerning various website topics. Topics can include website development, maintenance, design, and any other topic you would like to discuss. The panel moderator will be Culligan dealer John Packard.
Rick Redella, American Business Systems®, has been providing integrated applications of technology, (often referred to as Turnkey Systems), in vertical markets within the United States and Europe. ABS is truly a global reach company. Redella founded ABS Europe in Paris in 1997. The company provides integrated systems, user support and training in Canada, France, Germany, Switzerland, Spain and Italy. Two of ABS’ largest vertical market customers are Culligan® International and the United States Government, (AAFES). As part of the vertical market integration strategy, Redella co-founded American Business Technology®, along with Steve Hibbard, to provide outsource billing and marketing services within the ABS vertical market segment. A further integration was the recent purchase of a Culligan Water Conditioning Franchise. ABS continues to integrate technology within its product set and is currently launching RFID and
GPS applications.
Bob Boerner, President of Culligan Southwest, Inc., along with Kristi Stanford, own and operate four Culligan Dealerships in Southwest Texas from a company based in San Antonio. Bob has been involved in the Culligan business since 1977, learning the business from his father, Gib Boerner, and helping to carry on the Culligan tradition from its first official dealer, his grandfather Wilbur Walton. Wilber opened a proto-Culligan dealership in Wheaton, Illinois in 1938. Bob has been involved in the Texas WQA for many years, having served as its President in 1996-97, and currently serves as TWQA's Legislative and Website Chair. He serves on the Board of the Water Quality Association and is Chair of the WQA Septic Issues Task Force.
Allied Purchasing
Win Stenseng, Culligan Water of the Rio Grand Valley & Dennis Bodoh, Allied Purchasing
Win Stenseng, Chairman of the CDANA Product Sourcing Committee, will be presenting a program on the Culligan product policy and the rules of the new Franchise Agreement. He will clarify and identify those products that must be purchased from Culligan or an approved supplier and those products that you are able to purchase from vendors of your choice. The second part of the program will be presented by Allied Purchasing. Dennis Bodoh, Executive Vice President of Allied Purchasing, will give a history of the company and its CDANA program. He will also talk about other products and services being sold through their Bottled Water, Soft Drink and Dairy Divisions, which may be of interest to the CDANA group. Dennis will then turn the program over to Nicole Trousdale, Senior Account Manager for Allied Purchasing’s CDANA Division. Nicole will talk about CDANA’s sales growth and provide an overview of the Allied CDANA suppliers and the top volume products being sold to the CDANA dealers. The final part of the program will be opened for dealer testimonials and questions about products, policies and Allied Purchasing.
Win Stenseng is the owner of Culligan Water of the Rio Grande Valley, located in San Benito, Texas. Win and his wife, Susan, purchased this first dealership in 1975 and have since added two more Culligan Franchises and bought out several competitors. Win is a graduate of St. Olaf College of Northfield, Minnesota and has a B.A. with majors in economics and psychology. He has been active in the Texas WQA since its beginning, serving many years on its Board of Directors and twice as President. Win is currently serving on the DAC representing District 5 and is also a past DAC Chairman. He is currently serving on the CDANA Board of Directors and is Chairman of the Product Sourcing Committee. Win is a co-owner of Stenseng Distributing Inc. along with his brother Vern, which distributes FilmTec RO membranes through Allied Purchasing to their Culligan CDANA members. Win is currently on the Allied Purchasing Board of Directors, and in his spare time enjoys hunting and fishing.
Nicole Trousdale joined Allied Purchasing in 2002. She started at Allied Purchasing as an assistant in the Beverage and Dairy Divisions before moving to the Water and CDANA Divisions, and shortly after, Nicole was promoted to the CDANA Division as the Senior Account Manager. Nicole now handles all the CDANA accounts and has grown the CDANA Division to over 350 members and increased sales the last 5 years through the end of the 2007 fiscal year, to almost $9.5 million. Nicole graduated from Buena Vista University Cum Laude in 2006 with a History and Business Marketing degree. She has been a member of Cambridge’s Who Who of Executives and Professionals for the last 2 years. Nicole volunteers as a Den Mother for Boy Scouts as well as volunteers as a judge for History Day at North Iowa Area Community College.
Dennis Bodoh is the Executive Vice President of Allied Purchasing Company with responsibilities of marketing, sales, purchasing, and all growth opportunities for the company. Dennis joined Allied Purchasing in March of 1999 and was instrumental in beginning the CDANA partnership in 2002. Before joining Allied Purchasing, Dennis was the Director of Purchasing, Raw Material, and Capital Equipment for Stroh Breweries in Detroit Michigan from 1997-1999, and worked as the Director of Technical Support for eight breweries at Stroh Brewing Company from 1996-1997. He was the Director of Purchasing at Heileman Brewery Company in La Crosse, Wisconsin from 1994- 1996. From 1973-1994, Dennis was the Director of Technical Support at Heileman Brewery Co. Dennis has a Bachelor of Science Degree from the University of Wisconsin, La Crosse, WI as well as has completed courses at Chicago Board of Trades, S.P.C. Training, Closure Application, Corrugated and Glass Evaluation. Dennis has attended additional training and seminars in packaging strategies and management philosophies. Dennis was also honorable discharged from the Army Security Agency.
Protecting Your Treasure! – Part A & B
Rob Breitner, Culligan of Ida, MI; & Dennis Rupert, Rupert’s Enterprises Inc.
Don't let your treasure chest be stolen, or worse yet...given away! Come to the "Protect Your Treasure" Sessions and learn how to fend off the pirates and keep what is yours. Make sure your employees (mates) are doing what they need to so you can MAXIMIZE what is yours under the new franchise. In the following two sessions, attendees will learn more about how to initiate and receive credit for a warranty claim, and how to claim/track local coop advertising reimbursement.
Rob Breitner is the owner of a dealership in a small town in the center of Monroe County called Ida. Rob has been part of the Culligan System for 22 years. He has served as Secretary/Treasurer for the Detroit Coop for 15 plus years, Chairman of the Salt Committee for Michigan Dealer Association for the past 10 years, is active in the local Home Builders Association, member of the Michigan Water Quality Assoc., and member of the National Water Quality Assoc. Rob likes to golf, hunt, and spend time at his lake cottage with family and grandkids.