Wednesday, December 15
Virtual Workshop
Agenda
1:00PM – 5:00PM EASTERN (10:00AM - 2:00PM PACIFIC)
Too many contractors find themselves trapped in the same frustrating cycle—competing on price, discounting to win jobs, and watching profit disappear. The truth is, the most profitable companies in every market aren’t the cheapest. They’re the companies that have intentionally positioned themselves as the obvious choice.
In this interactive workshop, you’ll learn how to build a premium brand that attracts better customers, commands higher prices, and increases profitability without relying on discounts or price matching. You’ll discover how every customer touchpoint—from your marketing and call handling to your technicians, sales process, and online reputation—either strengthens or weakens your ability to charge premium prices.
If you’re ready to stop competing on price and start competing on value, this workshop will provide the framework to help you transform the way customers perceive your company.
Key Takeaways:
- Understand why customers willingly pay premium prices.
- Differentiate your company in a crowded marketplace.
- Build a brand that earns trust before you ever arrive at the home.
- Create a customer experience that justifies higher pricing.
- Communicate value instead of defending price.
- Eliminate unnecessary discounting while increasing close rates.
- Position your technicians and advisors as trusted professionals—not salespeople.
- Build pricing confidence throughout your organization.
- Increase profitability by improving perception rather than lowering price.
- Create a premium customer experience that generates referrals, loyalty, and long-term growth.
Who Should Attend:
Business Owners, General Managers, Operations Managers, Sales Managers, Service Managers, Comfort Advisors, Field Supervisors, Anyone responsible for pricing, sales, customer experience, or company growth.
Presenter
Geno Gruber didn’t begin his career as a consultant. He began it in the trenches.
From 1989 to 1997, Geno ran restaurants, learning firsthand what it means to manage people, control costs, protect margins, and deliver consistent customer experiences under constant pressure. Those early years shaped his belief that business success isn’t built on theory — it’s built on disciplined execution.
In 1997, he stepped into the home-services industry, joining his friend’s company, Gallagher’s Heating & Air. Over the next decade, he helped grow and strengthen the business until it was sold in 2008. That exit became a defining moment. Geno saw what separated companies that simply operate from those that become truly valuable — leadership, systems, sales discipline, and culture.
When the business sold, Geno launched his career as a business coach and consultant, bringing real operational experience to owners who were trying to scale without losing control. Along the way, he co-founded PunchStick Advertising and purchased Chico Web Design, helping companies sharpen their marketing and digital presence. But despite the success of those ventures, Geno realized where his true passion lived: helping owners grow, lead, and ultimately build sellable companies. He eventually sold his interest in both businesses to focus fully on coaching.
Over the past 19 years, Geno has coached companies from $1.5 million operations to market leaders. Five of the businesses he helped guide have sold for a combined $129 million. The seven companies he continues to coach today generate over $182 million in annual revenue while operating at 17–22% net profit.
Unlike many consultants, Geno remains an owner himself. He currently owns and operates a home services company, keeping him grounded in the realities of recruiting technicians, training sales teams, managing cash flow, protecting margins, and earning five-star reviews in competitive markets.
He works with owners and leadership teams on scaling operations and building culture. He trains technicians, plumbers, and electricians to increase average tickets, turnovers, club conversions, and customer loyalty. He coaches HVAC sales teams to achieve 50%+ close ratios on marketed leads and 85%+ on turnovers — all while protecting strong gross margins.
Geno’s mission is simple: build businesses that you don’t want to sell because if you do, those are the businesses that get the biggest multiples.
Register Now