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Coaches' Counsel: The Most Profitable Decisions Happen When It’s Quiet

Tuesday, November 24

Virtual Event

Agenda

1:00PM – 2:00PM EASTERN (10:00AM - 11:00AM PACIFIC)

Coaches' Counsel: The Most Profitable Decisions Happen When It’s Quiet

November creates room to think clearly. This Coaches’ Counsel session helps contractors make thoughtful pricing, marketing, and staffing decisions before the year ends. The focus is on designing profit on purpose – not leaving it to chance.

Primary Focus

  • Strategic planning and pricing clarity

Concepts

  • Quiet months reward thinkers.
  • This is where margin is designed, not discovered.
  • Why slow season is when pricing strategy, marketing plans, and team alignment should be locked in.
  • Make thoughtful choices around pricing, marketing, staffing, and training while competitors wait for the phones to ring.

Presenters

Speaker Larkin

Bob Larkin
Business Coach, Contractor University

Bob is a lifelong industry professional, with experience in all aspects of the HVAC industry. Bob grew up in the business working for the family heating and air company at a young age. He since held management and sales positions with several major manufacturers and distributors, focusing on growing sales by growing his customers businesses. He has also owned two HVAC contracting businesses, selling one to a fortune 100 company.

Bob has worked and consulted with literally thousands of HVAC contractors and has a drive to help contractors grow their business and achieve their goals

Alumnus of the University of Georgia and holds a non-restricted conditioned air license in the state of Georgia.

Speaker Torma

Joel Torma
Business Coach, Contractor University

Joel is 4th-generation in the HVAC industry, helping contracting businesses improve profitability, strengthen operations, and drive sustainable growth. With 30+ years in HVAC, home services, and franchise operations, he brings a deep understanding of both field operations and executive-level strategy.

Joel spent five years as a Franchise Business Coach with Aire Serv, supporting 40–60 franchisees and earning Franchise Business Coach of the Year. He also served in operational leadership roles in his family’s HVAC business and Dring Heating & Cooling.

An EPA-certified HVAC technician, Joel pairs real-world field experience with proven coaching systems that help contractors grow with clarity and confidence.

Speaker Winn

John Winn
Business Coach, Contractor University

Coach Winn brings more than 17 years of leadership experience running a $25M service contracting operation, with deep expertise in HVAC and the day-to-day realities owners and managers face. He’s coached hundreds of contractors representing more than $250M in combined revenue, helping improve growth, profitability, and long-term stability through clear, actionable strategy. A former athletic coach and business teacher – and an NCAA-level football official for several seasons – Winn is known for his disciplined, high-accountability approach to building winning teams. He holds a Business degree from Texas A&M and is an OSHA-recognized Safety Specialist.

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