Session Descriptions - Friday, October 29

Track
Session Title
Presenter

Business Building Blocks
Take Care of Your Customers or Someone Else Will!
Ed Laflamme, Landscape Industry Certified Manager, The Harvest Group

This session is especially for companies at the $1 million and under revenue level that need — Totally Happy and Loyal Customers!  The famous business philosopher Yogi Berra said, “The future ain’t what it used to be,” so, if you want loyal customers in your future, better make sure they are wildly happy — totally in love with you and your company. If you want to take care of your customers so no one else can, this down-to-earth presentation is not to be missed!
Attendees will learn how to:
• Not assume they have great customer service.
• Show what great customer service looks like.
• Show their customers they care.
• Great service turns into $$$ profits.

Business Management
How to Be the Star Performer in Your Industry
David Minor, Texas Christian University

Learn how certain companies in any industry always exceed the industry averages for profitability, are able to grow their business, and have happy satisfied employees and customers at the same time
Attendees will learn how to:
• Focus on key financial management concepts to improve profitability.
• Focus on their internal customer to achieve their overall goals.
• Practice prior proper planning to prevent pitiful performance.

Business Management
Get Your Business to Work in Any Economy
George Hedley, Hard Hat Presentations

It’s time to face reality, and start growing, and making a profit. Your old business model won’t work today. You must make positive changes and do what’s necessary to get back on track and start building. Set clear goals, implement a proactive marketing and sales program, get your finances in order, build a management team, and get your business growing again. Hedley, the best-selling author of Get Your Business to Work! will share what works!
Attendees will learn how to:
• Rework their businesses, systems, people, and profits.
• Reenergize their people and reduce overhead.  
• Revolutionize their marketing, sales, and customers.
• Reorganize their management team.
• Revitalize their subcontractors and suppliers.
• Get unstuck, try new ideas, and work different.
• Attack new business opportunities and ventures.
• Re-prioritize their business tactics and strategies.

Innovation/Technology
The Brightening Landscape of Digital Marketing
Marty Whitford & Dan Jacobs, Questex Media/Landscape Management Magazine

Learn about digital marketing trends, tips, and success stories from landscape professionals. This presentation is based on key insights from recent “Digital Slots” cover story in Landscape Management (LM) and an enterprising LM digital marketing survey, this presentation by Marty Whitford, LM’s Editorial Director; and Dan Jacobs, LM’s Managing Editor.  Find out where green industry pros are finding the most bang for their virtual marketing bucks, and walk away with key dos and don’ts for the brightening landscape of digital marketing.
Attendee will learn how to:
• Use online business directory advertising.
• Use Google and other pay-per-click advertising avenues.
• Web site search engine optimization (SEO).
• Apply New-age social media outlets, such as LinkedIn, Facebook, YouTube, and Twitter; and blogging.
• Create audio and video podcasting, and customer e-newsletters and surveys.

Leadership
How to Lead in Lean Times
Marty Grunder

It’s tough out there; no doubt about it. There are many great lessons to learn from the downturn and there are some definite things you should be doing right now. Grunder, a national, award-winning entrepreneur and author will show you how to make the most of what you’ve been dealt and win in the process.
Attendees will learn how to:
• Get their team to follow them.
• Benefit from this downturn.
• Apply what smart companies are doing right now to succeed.
• Use their attitude as the most important asset they have and keep a good one.

Safety and Risk Management
Does your Safety Behavior Include Driving?
Gary Clevenger, CAN Business Insurance

In this lesson, Clevenger will focus on several common causes and scenarios concerning vehicle accidents, including rear-ending others, changing lanes, making left turns, handling intersections, and distracted driving.
Attendees will learn how to:
• Avoid rear-ending accidents.
• Prevent accidents when changing lanes or turning.
• Avoid being distracted while driving.

Sales and Marketing
How to Sell With Value vs. Price in Any Economy
William Hoopes, Grass Roots Training and Consulting

Lately, too many green industry businesses have resorted to slashing prices and discounting to get sales. The result: no profit. This session will show how smart operators learned to sell value, maintaining prices and profits in this tough economy. You’ll get facts and real experiences; no theory!
Attendees will learn how to:
• Use price as the primary deciding factor in choosing a service provider.
• Understand why “value-based” selling delivers greater margins and profit.
• Apply four key questions they should ask before buying anything.
• Train non-sales professionals to sell value.
• Use practical action items they can use beginning Monday morning.

Sustainability
Sustainable Landscape Solutions
Bob Grover, Landscape Industry Certified Manager & Technician, Pacific Landscape Management

In the beginning of 2008, with increased interest in sustainability from its customers, Pacific Landscape Management began evaluating its services and operations with the goal of becoming a more sustainable business and offering sustainable services to customers. The result was a transformation of the business into being a leader in sustainable landscaping. Bob Grover, president and founder, will outline this experience and provide attendees with proven strategies to help them make their company and services more sustainable, giving them a competitive advantage.
Attendees will learn how to:
• Modify their service offering to be more sustainable.
• Save customers money through sustainable practices.
• Make their facility and operation more sustainable.
• Learn what potential new sustainable service they can offer customers.
• Differentiate themselves in the market and expand their market share by fully embracing the sustainable movement.

Hardscape
Creative Use of Pavers and Retaining Walls in Landscape Design 
Tim Oberg, Southview Design

Learn how the creative use of pavers and segmental retaining wall systems can become a contractor’s best sales strategy.  Tim Oberg, a landscape designer with more than 20 years experience in sales, design and installation, will showcase examples of how hardscape products solve landscaping problems, create unique plans for homeowners, and showcase the craftsmanship of the contractor and create profitable bids.

Hardscape
Sustainable Hardscapes: Going Green and Making Green
Kevin Earley, Nicolock Paving Stones

This presentation reviews the LEED version 3.0 basics including: minimum project requirements, credit categories and levels, and potential LEED credits related to unit concrete products.   Hardscaping issues related to surface coverage, erosion control, stormwater, water harvesting, and color (heat island) are presented, along with material resources topics related to concrete reuse, recycled content, and local manufacturing.  The presentation will conclude with a review of market trends and a few of the government incentive programs related to hardscaping, and the USGBC’s professional accreditation program, including the steps needed to earn your LEED Green Associate credential.

Hardscape
The ABCs of ACBs: Erosion Control using Articulated Concrete Blocks
Doug Buch, Submar

This presentation will focus on the history of the sediment and erosion control industry in North America and how to utilize articulated concrete blocks to construct revetments, boat launches, and shorelines.  This information is a valuable addition to the toolbox of any hardscape installer.

Hardscape
Geosynthetics – Their Use and Application in Hardscapes 
Janice Reid, Strata Systems

 A discussion of geosynthetic types, polymers, functions and common terms, used in hardscape construction applications. This will include segmental retaining walls, interlocking concrete pavers, and articulating concrete blocks. The session will illustrate installation practices and pitfalls to avoid in the field.   Emphasis will be placed on geogrids and geotextiles (selecting the right product for the right application).  The session will also include an introduction to geomembranes and geocells.

PGMS
Smart Irrigation Control Benefits Water Quality
Dave Shaw

Discussion of how the correct usage of smart irrigation technology can reduce water waste and how the reduction in water usage can positively affect natural water systems.

PGMS
Tree Hazard Assessment
Jenny Gulick

Discussion on how to recognize the various types of dangerous trees in the landscape.

Business Building Blocks
27 Tips to Make Some Sales RIGHT NOW!
Marty Grunder, Marty Grunder

Do you feel like you are spinning your wheels trying to make sales? If you do, then this session is for you. Spend an entertaining and energizing 90 minutes with Marty Grunder, a national, award-winning landscape professional and author who knows how to sell. 
Attendees will learn how to:
• Find the right clients.
• Get clients to want to do business with them.
• Make friends and make sales in the process.

Business Management
Creating a World-Class Culture
David Minor, Texas Christian University
Having a great culture is paramount to success in today’s business environment. Learn how the best of the best in leadership put this at the top of their priority list and have happy, satisfied employees and customers.
Attendees will learn how to:
• Apply specific techniques that will challenge their employees and make them happy that they are being challenged.
• Identify specific action items that can be implemented immediately to ensure their culture is improved.
• Create a world-class culture that will put money on the bottom line.

Expanding Your Business
Landscape Lighting & Holiday Decorating: Transforming the Landscape of Your Company with Service Diversification
Blake Smith, The Decor Group: Christmas Decor, Nite Time Decor & Contractor Direct Warehouse

This session explores two key niche businesses — landscape lighting and holiday decorating — and offers helpful tips on integrating these services into your company. Attendees will learn how to:
• Effectively target affluent clients.
• Understand the advantages of offering high-impact services.
• Use key success factors for both businesses.
• Increase earning potential.

Innovation/Technology
Smart Businesses Use Smart Irrigation Controllers
Andrew Smith, The Irrigation Association

Just because it is 3 a.m. on Friday, doesn't mean it's time to water. Irrigation system control has evolved. Yet, most irrigation systems still apply water based on time and date. The clock and calendar have little to do with the amount of water plants actually need. Using site information combined with weather and/or soil moisture data, irrigation control systems have proven their ability to automatically adjust and apply irrigation in concert with plant need. Has your business embraced the merit and opportunity of smart controllers? What about all of the other latest irrigation technology advancements? Attend this session to gain a comprehensive understanding of what’s at the cutting edge of landscape irrigation systems.
Attendees will learn how to:
• Use all the latest irrigation technology advancements.
• Take advantage of using a smart controller.
• Use the cutting edge of landscape irrigation systems.

Innovation and Technology
Facebook Pages: How to Attract Loyal Fans and Generate More Business
Chris Heiler, LandscapeLeadership.com

With more than 120 million Internet users in the United States, green industry companies are scurrying to join the new marketing battleground. The marketing weapon of choice: Facebook Pages.
Creating a Facebook Page for your company is only the first small step. Building a loyal fan base, which actually generates business, is the real challenge.
Attendees will learn how to:
• Use a “real-time” Facebook page that will complement your “static” company Web site.
• Increase ways to get more “Fans.”
• Offer their fans “VTE” — Value through Engagement.

Leadership
Idea Mapping
Kaizad Irani, Parkland College

Unleash the innovative, creative, perceptive, productive thinking that both you and your business need to succeed!  To meet the needs of a challenging business climate, an evolving industry and a new generation of discerning buyers, we must alter not what we think rather the way we think about it...this is where Idea Mapping comes in.

Idea Mapping is for anyone looking for innovative approaches for addressing today’s myriad management and business issues. This session will help you unleash your own creative thinking and learning potential.
This is a must for every business owner, leader, manager and designer who wants to use their brain more effectively and efficiently. Not only will this exciting, skill-building, multi-sensory adventure in learning help you do just that, Idea Mapping will help you take giant strides in your personal life.
Attendees will learn how to:
• Organize your thoughts clearly
• Plan and run projects successfully
• Communicate information effectively & solve problems easily
• Improve your productivity
• Give stunning presentations
• Accelerate and improve learning and understanding

Safety and Risk Management
How to Handle Violations, Citations, and Remediation for Work Site Hazards in the Green Industry
Dr. Sam Steel, PLANET Safety Specialist, Penn State University 

There are some basic guidelines that green industry business owners and managers should adopt in order to deal with citations that have been issued for hazardous work conditions. This presentation will discuss and prioritize those guidelines that will bring about more effective and efficient outcomes from citations issued by regulatory officials.

Sales and Marketing
Keys to Growing a Successful and Rewarding Landscape Company
Joel Korte, Landscape Industry Certified Manager, BRICKMAN

In today’s competitive environment, business owners struggle to balance their goals and objectives with the demands of the market and business climate. Hear how one owner started and grew his business to $10 million dollars in 10 years, prior to selling it.
Attendees will learn how to:
• Sell and market a unique landscape business.
• Apply financial management and metrics.
• Develop their team for the long term.
• Understand the owner’s role in growing a business.
• Compete against larger companies.
• Apply lessons learned as an owner.

Sales and Marketing
Sell More than Price
George Hedley, Hard Hat Presentations

People don’t always buy low price! They buy the best perceived value, differentiation, or a personal relationship. Even in this competitive, price-driven economy, you can become the preferred provider of products and services using proven marketing and sales ideas that work. 
Attendees will learn how to:
• Create repeat and loyal customer relationships.
• Develop a customer relationship tracking system.
• Get lots of referrals.
• Offer more than low price.
• Set themselves apart from their competition.
• Differentiate their companies.

Sustainability
How Sustainably Can Save Your Customers Money (and Make You Money)
Kelly Duke, ValleyCrest Landscape Companies

Commercial real estate industry leaders who operate portfolios, corporate campuses, or single assets must examine all aspects of a budget to find ways to maximize value, while meeting high standards to effectively compete in the marketplace. This session will give you ideas on how to leverage the sustainability movement to find areas of cost savings and greener operations for your customers and prospects. Incorporating sustainable elements into a landscape project can provide significant ROI to customers and give you a competitive edge.
Attendees will learn how to:
• Understand why landscape design and management can have a positive impact on the overall carbon footprint of a property through efficient and sustainable landscapes. 
• Identify and understand why an efficient water management plan makes financial sense and why it is a critical landscape best practice for conserving a limited natural resource.
• Understand why operating costs can be significantly reduced and resources conserved through a landscape plan that is grounded in efficiency and sustainability.
• Understand why sustainable landscaping can maintain aesthetically-pleasing grounds and play a role in attracting new tenants while creating a more positive working environment for current ones.
• Apply Best Management Practices that are part of an Integrated Landscape Management Plan.
• Understand the Sustainable Sites Initiative — the nation’s first voluntary guidelines for sustainable landscaping — could impact a property.
• Apply examples of cost savings options such as more efficient irrigation, implementation of sustainable plant material, plant density reduction, green waste recycling, changing the frequency of work, and using trees to reduce energy costs.
• Understand why sustainable landscape practices are important: how they help lower operating costs, help qualify for incentives and tax credits, earn exterior LEED points through environmentally friendly landscape improvements, and comply with demanding environmental regulations.
• Use sustainable plant material, reducing potable water use, reducing landscape waste, preventing soil erosion, detaining and retaining stormwater on-site, increasing shade on hardscapes, and creating natural areas in the urban landscape.

PGMS
Dealing with Difficult Employees
Bruce Kemelgor

Discussion on how to deal with challenging employees in the workplace including specific practices to deal with negative behaviors.

PGMS
Top 10 Insect Pests and Their Control
Dan Potter

Discussion on the top 10 insect pest affecting ornamentals in the Green industry and strategies on how to reduce their negative impact.

Business Building Blocks
Interviewing Candidates for Employment
William Cook, Human Resource Associates

The best or worst decision your company may ever make will take place at the job interview. To make it your best decision, you need to master the art of interviewing. This seminar will show you how to conduct interviews that not only identify the best candidate, but also the right candidate. You’ll also understand the different types of interviews, and when and how to use each legally and effectively. Learn how to smoke out the imposters and how to select the people you want to work with.
Attendees will learn how to:
• Conduct the successful interview.
• Recognize what they really need to look for in that job opening.
• Discover if this candidate has it.
• Get the information flowing in the interview.
• Understand the various types of interviews and how to use each.
• Be at ease in the interview.
• Conduct the professional, effective, and legal interview.

Business Management
My Biggest Mistake
Panelists:  Ted Young, director of operations Pyramid Landscaping and Development, Brian Yaffa, owner, B&L Landscaping, David Rykbost, president and owner, Dave's Landscape Management Co. / Moderator:  Dan Jacobs,  Questex Media/Landscape Management Magazine

The Green Industry has plenty of successful business owners. But often overlooked are the bumps, bruises, missteps and gaffes those men and women made along the way. Landscape Management Managing Editor Dan Jacobs will moderate a panel of successful industry veterans who have suffered and learned from their ill-advised decisions.
Attendees will learn how to:
• Deal with some of the most common mistakes business owners make
• Gain insight into what executives make rash decisions
• See how good leaders learn from their poor choices
• Develop strategies to limit the fallout from bad decisions

Expanding Your Business
Growing Profits by Expanding Your Service Capabilities
Phil Harwood, Landscape Industry Certified Manager, Pro-Motion Marketing, LLC

Offering additional services to existing customers is a proven strategy for success. However, deciding which services to add is often a difficult choice. Many businesses actually damage their value and brand image by adding services without careful planning.
Attendees will learn how to:
• Decide whether or not to add services.
• Analyze new service opportunities.
• Successfully add services.

Expanding Your Business
Building and Sustaining an Irrigation Profit Center as Part of your Business
John Eggleston, Spartan Irrigation
As businesses strive to remain competitive, relevant, and profitable, irrigation often becomes part of a portfolio of service offerings. Many businesses struggle with this core service as new skills and disciplines are merged under one roof. Overcoming these challenges is a critical step in making irrigation a true profit center
Attendees will learn how to:
• Overcome challenges and turn irrigation systems services into a real opportunity for their businesses.

Leadership
By Being a Leader You Can Set the Expectations of Your Employees
Jennifer Lemcke, Landscape Industry Certified Technician, Weed Man USA/Turf Holdings, Inc.

It’s just plain common sense: treat people like you want to be treated and they will follow. It is important to set clear expectations for your employees, and then measure the results. With continuous feedback and follow-up, you will gain results. 
Attendees will learn how to:
• Apply the fundamental skills that leaders possess.
• Put these skills into action.
• Understand the concepts and tools to help make their employees the best they can be!

Safety and Risk Management
Protecting Your Business through Contractual Risk Transfer
Tony James, CNA Business Insurance

How can you protect your land care business from costly liability claims and lawsuits? When you subcontract work to other firms, what are the liability risks to your company? These are just two of the important questions you’ll get answers to in this session.
Attendees will learn how to:
• Use the proper use of indemnification and hold harmless clauses in job contracts.
• Understand why certificates of insurance and additional insured requirements can protect their business from costly and unnecessary third-party claims and litigation.  

Sales and Marketing
How to Compete Against a Bigger Company
Chris Davitt, Ruppert Landscape Company

Being smaller than your competition can be a liability as well as an asset. This session will focus on strategies that can give a smaller company the advantage over its competition. 
Attendees will learn how to:
• Choose the proper structure and systems of control.
• Market their business.
• Apply sales tips for smaller companies.
• Build overhead and where to save it.
• Motivate their workforce.

Sales and Marketing
Take a Stand: How to Create an Identity in the Mind of Your Prospect
Chris Heiler, LandscapeLeadership.com

The economy is in the tank. Competition is fierce. Now is the time for green industry companies to diversify, right? Wrong! If you stand for everything, you stand for nothing. Now is the time for focus and specialization. Now is the time to differentiate your company by creating an identity in the mind of your prospect. What does Google stand for? Search. What does Starbucks stand for?  Coffee.  What about Victoria’s Secret? Yes, lingerie. What does your company stand for?
Attendees will learn how to:
• Understand why power lies with the specialist, not the generalist
• Narrow the focus of their companies.
• Achieve expert status by owning a single word in the mind of their prospects.
• Use marketing to support their expertise.
• Apply The Expert’s Toolkit: The marketing tools and tactics used by specialists.

Sustainability
Sustainable Landscape Design for Residential Properties
Scott Southall, CDP StudioGreen

This session will present a variety of green building rating systems. Attendees will develop an understanding of the major sustainable rating systems and the rating systems components concerning residential design in the United States. The session will also expose attendees to sustainable design practices and the appropriate applications. What makes hardscape and softscape materials sustainable and material certification will complete this session.
Attendees will learn about how to:
• Apply national sustainable/green rating systems for residential properties, including: USGBC LEED Homes, NAHBGREEN, and ASLA’s Sustainable Sites Initiative.
• Understand the assortment of sustainable accreditation programs such as LEED Green Associate, Green Advantage, and Accreditation Green Roof Professional.
• Understand the LEED for Homes rating system as it relates to a property’s landscape.
• Apply sustainable/green design principles and the synergetic approach of the sustainable design.
• Make landscape materials sustainable and the certification process for the material.

PGMS
How Managers Become Leaders
Bill Hoopes

Discussion on the difference between managers and leaders and how a manager can become a leader of employees in the Green Industry

PGMS
Cutting Edge Insect Control for Turf Care Professionals
Dan Potter

Discussion on the major insect pests affecting turf in the Green industry and strategies on how to reduce their negative impact