Track 4: Diversification

Track Leader: Richard Goldberg, President, Warm Thoughts Communications





Session 1: Own the Customer
Holding on to customers has never been easy. But the new reality forces us to re-examine what it takes to maintain and grow customer loyalty in times of record breaking prices and hyper-competition. Our panelists share a sharp focus on the "quality of customer," and finding ways to continually upgrade them into more profitable and loyal customers who will stay longer and purchase more services at higher margin.


Session 2: Own the House
With heating oil volumes dropping because of conservation, increased equipment efficiency, and warmer weather, heating oil dealers will look to alternative revenue streams to survive and grow. Customers may love you as their fuel dealer, but is that a benefit or obstacle when it comes to selling them plumbing services, air conditioning, lawn care, propane, alarms--you name it? What do you need to do to re-position your company--both internally and externally? Find out what some of the most diversified fuel companies in our industry have learned and accelerate your success.


Session 3: Swim with the Sharks
As companies seek to broaden their HVAC offerings beyond their own customer base, they will enter shark infested waters. HVAC and plumbing companies have to hunt to survive--there’s no ongoing fuel revenue stream to sustain them. How can you beat them at their own game? For starters, we'll share groundbreaking customer research with over 29,000 homeowners who recently purchased HVAC equipment so you can understand what you need to do to connect with the right customers. Then, an HVAC "shark" will take you through some of the best practices they employ to drive the highest margin sales on a wide variety of HVAC products and services.




Scheduled Panelists and Presenters:

Rick Card
CEO, DF Richard, Dover, NH
D.F. Richard is a 76 year old Oilheat and propane company serving customers in coastal New Hampshire and southern Maine. Since entering the propane business in 1980, the company has grown from 500,000 gallons of propane a year to over 6,000,000 gallons today. Its propane base of 10,000 now exceeds its 8,000 customer oil base, and is the company’s engine of growth. Rick has helped lead this diversification, and serves on the executive board of the Propane Gas Association of New England.


Ed Cardell
Director of Marketing, Moyer Indoor Outdoor, Souderton, PA
emoyer.com
What started as a small feed mill 140 years ago has grown to include heating fuels, lawn care, tree and shrub care, irrigation, pool and spa care, plumbing, heating and air conditioning, water quality, pest control, and radon protection for five counties in Pennsylvania. Previously called Moyer and Son, the company recently rebranded itself Moyer Indoor Outdoor, and promotes itself saying: Ten effective services, Ten ways to save money, One simple way to a comfortable home. Besides his current role, Ed was the company’s Heating Oil Operations Manager and General Sales manager.


David Cohen
Executive Vice President, Standard Oil of Connecticut, Bridgeport, CT
standardoil.net
Standard has built the largest independent heating oil company in Connecticut, and has done so without acquisitions. They’ve leveraged their entrepreneurial talents to grow one of the three largest Security Systems companies in the state, and last year launched a new home insurance division. They also run gasoline stations and HVAC parts supply houses.


Blaine Fox
Vice President for HVAC Services, Warm Thoughts Communications, Inc.
warmthoughts.com
Prior to his current position, Blaine managed the largest residential HVAC and plumbing company in the Philadelphia area, ServiceMark, for 7 years ($32 million in sales, locations in two states, over 250 employees.) Blaine was featured many times on Philadelphia TV and radio speaking about HVAC topics, served on the editorial advisory board of Contracting Business Magazine, and was a featured speaker at the National HVAC Comfortech Conference.


David O'Connell
President, Wilson Oil, Wallingford, PA
wilsonoil.com
When David joined his father-in-law's fuel company, it was experiencing a steady decline. David, who took over the company 6 years ago, has turned it around. Applying targeted marketing and customer communications strategies honed outside the industry, he's achieved net growth with some of the strongest margins in his area. He's taken his customer base from 25% budget and 50% service plan enrollments to over 75% budget and 90% service plan enrollments. He's expanded into broad HVAC services and just launched a propane initiative--all behind his brand's mantra: "Wilson-- The People You Can Trust."


David Singer
President, Robison Oil, Elmsford, NY
robisonoil.com
Talk about diversified! Besides operating the largest fuel oil company in Westchester, NY, Robison sells natural gas, electricity, biofuel, heating and air conditioning services, and indoor air quality equipment to homeowners and commercial enterprises. The company has tripled in size since 1984. David has attacked diversification in a variety of ways. Some have worked great, others not so well, and David promises to share what he's learned from both experiences.


Joanne Lamprey
President, Lamprey Brothers, Portsmouth, NH
lampreybrothers.com
Joanne has positioned her 80-year-old company to be on the forefront of the future of residential energy. She has expanded her installation offerings to include geothermal, solar, indoor air quality, and a variety of high efficiency equipment. The company has carefully focused on its brand and customer relationships, going so far as to host a series of sold out seminars this spring for its customers on the dynamics of the oil market. Through all of these endeavors Lamprey Brothers has become the first oil company in New England to be deemed an ENERGY STAR Retail Partner, and Lamprey herself won the 2008 Granite State Award in “recognition of exceptional contributions to the state of New Hampshire and its citizens.”

Ann Ward
President, Ward and Associates, Sales & Customer Service Consulting
Ann inspires and motivates audiences to expand their way of thinking and achieve their goals. Audiences enjoy her combination of practical knowledge, personal rapport, humor and philosophy. Ann has helped individuals at companies such as Avon, Amtrak, Citigroup, Credit Suisse, Fairmont Hotels, and several of Connecticut’s leading heating oil companies. As a consultant and speaker, Ann sparks enthusiasm in thousands of people a year. She offers her expertise in sales, customer service, organizational savvy, time and stress management, negotiations and presentations skills.