As it has in the past, the 2018 National Pavement Expo will divide its 54 conference sessions almost evenly between management and technical sessions. The 2018 event, to be held Feb. 7-10 at the Huntington Convention Center of Cleveland, will offer 25 technical sessions (including 11 new topics) and 29 management sessions (27 new topics).
Sales an Annual Focus
Among NPE’s most-popular sessions are its sales-focused topics, and the 2018 conference program will again address a broad variety of sales issues.
“It’s no secret that sales and marketing drive every pavement maintenance business, so the NPE conference has always put an emphasis on that part of the operation,” said Allan Heydorn, conference manager. “The NPE sessions that address those topics have always been among the best-attended and best-reviewed sessions we offer, and we expect the 2018 offerings to be every bit as successful.”
In addition to two new 3-hour workshops, “How a Question-based Sales Process Will Get You More Work,” presented by Guy Gruenberg, Grow Consulting; and How to Structure Sales Compensation to Motivate Salespeople – and Generate High-profit Sales” by Jeff Stokes, Next Level Contractor System, the NPE conference will offer these new sales topics:
Repeat Sales: The Secret to Long-term Success -- Guy Gruenberg, Grow Consulting
The more repeat business you have, the less money you’ll spend on advertising, marketing, and “cold calls,” and the greater your profits, long-term success, and business security. In this new session, Guy Gruenberg will take you through techniques and approaches that could “re-add” 30%-50% to your annual revenues. You’ll cover pre-planning that includes “post-work” opportunities, insuring that you really do quality work…the first time, updating your customers throughout your construction process, how to network each sale into multiple sales opportunities. Plus learn how to leave your customer jealous of having you work for anyone else! This session is for owners and sales professionals who want to build a pavement maintenance “annuity” for future security!
How to Secure Sales with National and Regional Accounts -- Jeff Stokes, Next Level Contractor System and Bryan Hess, Asphalt Associates
Any contractor who has tried selling services for multiple locations of a national or regional account finds out fast that the game is played differently at this level. The sale is more complex. The requirements are more stringent. Some clients prefer a single national provider, others prefer a regional approach using either single-source or multiple suppliers. In this new session you’ll learn that two things are certain in this market: First, opportunities abound and second, clients expect and demand a pavement maintenance contractor who can deliver on his promise. You’ll learn from experts with firsthand experience with national accounts why these chains desire a national or regional service strategy, how to gain access to the right people in key accounts, how to develop the sales and operational systems -- and capacity -- required for you to serve these accounts, and the real long-term value of these accounts to your business. You’ll leave with a better understanding of this potentially lucrative market and take home tips that will enable you to compete in it.
Marketing Pavement Maintenance Services in a Digital Age -- Jeff Stokes, Next Level Contractor System and Brandon Stanton, 405 Media Group
Sales and marketing are merging with the advent of our digital and digital age. Today’s consumer, using technology to search, analyze and ultimately confirm which contractors are best qualified for their project. In this fast-changing and competitive environment the role of marketing must continue to be one of developing your brand and brand promises that show your differentiation and capacity. In this session, you will learn the key components to successful marketing, the role of the Internet in connection with buying habits, the importance of differentiating your business from your competition, and how to integrate marketing and sales for a cohesive brand and message. You’ll leave this session with steps you can take to make sure you are marketing your services to today’s residential and commercial customer.
How to Stop “Selling Price”… and What You Should Sell Instead -- Brad Humphrey, Pinnacle Development Group
"They only take the lowest bid, right?" Wrong! As professionals selling services and products, we cannot give in to this mindset or we'll continue to get "scraps" and at lower prices than ever. Commodity selling is not for the real pavement maintenance pro and this session will show you why that’s true and how you can change the sales conversation. You’ll learn that you’re not your competition’s mirror image (so quit selling like you are!). You’ll learn how to move customer’s “apples” to your “oranges,” how to develop, leverage and market your Unique Selling Proposition, and you’ll be able to identify “pools of customers” so you can determine who you are selling to that you shouldn’t be. Plus, you’ll learn the 10 reasons you don’t have to sell price alone! Boost your profits and grow faster by selling what you have to offer!
How to Make Facebook, YouTube and Other Social Media Work for You -- Marvin Joles III, Wis-Coat
There are so many social media outlets out there – and they can mean free marketing! But how can you use them effectively to drive sales? And how can you do it easily? In this session, a pavement maintenance contractor who has a social media success story to tell will show you how to make social media an essential part of your marketing and sales efforts. You’ll learn how to implement Facebook, YouTube, Snapchat, Twitter and Instagram, including specific steps to make each medium effective for you. You’ll learn how to make various social media work together to compound their impact. Plus you’ll learn shortcuts that can make using these options even easier for you. We’re living in an age dominated by social media – don’t miss this opportunity to learn how to make it work for your business!
Employee Management
Considering that one of the major concerns facing contractors is hiring, retaining and use of employees, it’s no surprise that a number of the 2018 NPE sessions address employee management. Among the sessions focusing on this critical issue are:
The Pillars and the Pyramid of Leadership: How to Create Phenomenal Performance Environments -- Giselle Chapman, Chapman Business Solutions
The goal of great leadership is to create phenomenal performance environments, and this unique session, by an NPE leadership powerhouse, will help you construct the leadership pyramid that can be the basis of your company’s success. You’ll learn the 3 pillars essential to creating phenomenal performance environments, and you’ll learn how those pillars create a foundation for higher levels of organizational and team health. Plus, you’ll learn how the pillars – Love, Respect and Genshai (never treating others, or yourself, in a way that makes them feel small) – allow teams and entire organizations to build trust, authenticity, connections and confidence. You’ll take home insights that will enable you to achieve the goal of quality leadership: maximizing the potential of everyone on your team and in your company!
5 Secrets of Effective Teamwork – For Contractors -- Brad Humphrey, Pinnacle Development Group
When it comes to getting the best out of your crews why mess around experimenting? Let this workshop “cut to the chase” and provide you with the five “jewels” of great construction crew teamwork. You’ll learn the difference between “good” and “great” construction crews and what the “great” ones look like, and you’ll learn the 5 secrets of effective teamwork – Familiarity, Laser Focus, C&C, “ESP” Communication, and “Foxhole” Conversions – and how to incorporate them into your operation. Plus take home tips on developing crew metrics for a team scorecard. Come learn what it takes to create that “championship” crew and move them to a “dynasty” for years of profitable performance. For any construction leader – especially crew leaders and project leaders -- who benefits from having their workers work in a team fashion.
“Trumped Up” Terminations – A Labor and Employment Year in Review, and What to Expect for 2018 -- Martin B. Heller, Freeman Mathis & Gary LLP
Labor is the backbone of every pavement maintenance contractor – and labor law is undergoing a transformation under the Donald Trump presidency. In this session, presented by the chair of his firm’s wage and hour section, you’ll learn the significant impact the current administration has had on labor and employment law. You’ll review key cases and regulatory changes from 2017 – and learn how they will impact your operation -- in the areas of wage and hour law under the Fair Labor Standards Act; harassment and discrimination law under Title VII, the Americans with Disabilities Act, the Family and Medical Leave Act and the Age Discrimination in Employment Act. You’ll leave with a better understanding of the current state of employment law and take home insights into trends and what to expect in 2018.
