The year 2018 continued to provide big change in the digital advertising and lead generation landscape as it affects home performance, HVAC and efficiency contracting businesses. Google’s latest Local Services Ads continue to take the top spot on search, paid search continues to grow more complex, and “Google as Your Homepage” is real. But there is more...the increasing importance of quality, quantity, and diversity of third party reviews for not only humans, but also rankings is growing; and Facebook continues it’s dominant place in many homeowners daily lives. All of this presents a significant opportunity for contractors to improve their lead generation activities, lower marketing costs while growing the business and, ultimately, better the bottom line. In this session, Energy Circle’s Peter Troast will bring clarity to this confusing landscape, and show you simple ways to take advantage of online advertising, review management, Facebook, local search optimization and content marketing.

4 Learning Objectives
● Understand the current status of key online marketing tactics as they affect the home contracting industry
● Learn about specific ways contractors are successfully utilizing these tactics in their business
● Understand how to take control of Google My Business and optimize for lead generation
● Learn which of these tactics can be implemented DIY

Presenter: Peter Troast, Energy Circle
Earn Up To 1.5 BPI CEUs

Free to BPI GoldStar Contractors and BPI Test Centers; $50 fee for all others.

Selling what the customer wants in order to sell them what they need is truly an art. This webinar will share, from my years of experience, selling with a mixture of science and research. We will share information that you will find inherently interesting and applicable to your company’s positioning in the marketplace and a successful sales approach to accompany it. The honest person will find the information presented very helpful; the dishonest person will also find the same. Why, because much of the information is based in behavioral science. Successful persuasion grounded in honesty and clarity is our refreshing approach to helping others buy our valuable services and products.

Learning Objectives:
1. Learn three market positions for your company and actions to assure their success
2. Learn what behavioral science says about the art of persuasion
3. Learn what 7 letter word should described our product or service “_ _ _ _ _ _ _”
4. Learn how create value and close the deal

Presentation by John Tooley, Owner of John Tooley LLC
Earn Up To 1.5 BPI CEUs

Free to BPI GoldStar Contractors and BPI Test Centers; $50 fee for all others

The keepers, teachers, and coaches of a company are the leadership and management. Our understanding and use of the System of Profound Knowledge® is a measurement of our maturity in Quality Management. Dr. Deming said that his teaching is "based on the knowledge of living, and knowledge about a system." The System of Profound Knowledge® is a map for leading, performing, and living in concert. His philosophy is truly just as pertinent today as it was in the past. His philosophy is timeless because it has a basis in systems thinking, which is natural. This webinar will lead us through the four (4) foundational principles Deming taught during his entire professional life. It is sure that any company that is willing to learn, and then implement the System of Profound Knowledge ®, will exceed in leadership and performance in their company and personal life.

During this webinar, you will learn:

1. Why our appreciation of a system is essential to company success
2. How the knowledge of variation smooths out company problem-solving by distinguishing systemic causes of problems from unique events
3. How having a good knowledge of human behavior assures the harmony of a company's relationships
4. How the theory of knowledge will lead us as we help develop employees and a learning company

John Tooley, Owner of John Tooley LLC. (Building Failure Investigations, Consulting and Training in the areas Building Science and Quality Management.)

Earn Up To 1.5 BPI CEUs

Free to BPI GoldStar Contractors and BPI Test Centers; $50 fee for all others.

Step 7: Inform Your Prospective Clients about How to Choose a Contractor. Step 8: What Information Does the Prospect Need to Make a Decision?: We may habitually share the wrong information with the homeowner without realizing it.

Did you ever consider that we become more adept at buying a product/service the more often we actually buy it? How many times have your prospects bought 'building performance'? In fact, your prospects likely don't know what they don't know. Happily, the contractor who does the best job of informing the prospect often sells the job at his or her price.

What Information Does the Prospect Need to Make a Decision?: We may habitually share the wrong information with the homeowner without realizing it. For many home-owners the technical side of the solution might as well be written in Greek. But the homeowner does understand the price.

During this webinar, you will learn:

1. 25 things the prospect needs to know before choosing a contractor
2. If YOU were going to choose a contractor, what would you want to know?
3. How to see the world from your prospect's eyes
4. How and why we use tools and exhibits to inform the prospect.
5. Prospects will buy on price only when there is a lack of other information.
6. To make it easy for the prospect to buy from you    
7. Why wealthy people finance home improvements
8. Why financing is a GREAT opportunity for the homeowner
9. How and why you can sell more easily when financing is involved

Mike Gorman, TechKnowledge
Earn Up To 1.5 BPI CEUs

Free to BPI GoldStar Contractors and BPI Test Centers; $50 fee for all others.