EAW 2019 – Palisades, NY Education

The Executive Arborist Workshop offers educational sessions, led by industry professionals and expert speakers, which are tailored to business leaders with a growth mindset. These sessions are designed to introduce strategies and techniques for consistent growth, improved systems and increased productivity so that you can move your business forward with confidence!

Tuesday, April 16

Business Operations: Systems and Efficiencies
8:30 am – 10:00 am | with Tad Jacobs

1.5 ISA CEUs

Learn how to break down your tree service operations into three major areas – office, production and maintenance – and gain insight on systems you can implement to maximize efficiency in these areas. Tree care companies of all sizes can benefit from the concepts covered and learn how to refine these concepts for their own business.

Tad Jacobs started TREEMASTERS (a TCIA-accredited company) in 1987 and has grown it to a 36-person company in Marin County, California. Tad is an ISA Certified Arborist, a CTSP, is TRAQ qualified and is a California QAL. Tad is in his fourth year of the TCIA Peer to Peer Group and is a new member of the TCIA Board of Directors.

Don’t Run a Company, Build an Organization
10:00 am – 11:15 am | with Peter Sortwell

1.25 ISA CEUs

Struggling with what to do next? Many business owners struggle with figuring out when to make investments in order to grow their companies, often resulting in doing nothing and operating at status quo. This session will discuss how to plan and organize your growth expectations. Learn how and when to make investment decisions to bring your company to the next level. Whether its sales, marketing, personnel or equipment; understanding calculated risk, timing and ROI is all in the cards to success. Peter Sortwell, Founder and CEO of Arborwell Inc. will share his experience building his company from two trucks and six employees to 200 employees and 200 pieces of rolling stock in ten years.

Peter Sortwell has been involved in the commercial tree contracting business for over 40 years. In 2001, with a focus to serve the commercial market, Peter started Arborwell Professional Tree Management. Arborwell has been listed as the top 100 fastest growing companies in the bay area by the San Francisco Business Times 9 years in a row and has been listed 8 years in a row in the Inc. 5000 fastest growing companies in the country. Top clients include Apple, Facebook, Stanford University, Uber, Tesla, CBRE, PayPal, Amazon, eBay, Equity Residential and The Irvine Company.

Growing your Sales and Client Base Sustainably
11:30 am – 12:30 pm | with Peter Becker

1 ISA CEUs

Sales growth begins with building a sustainable pipeline of clients. Gain a better understanding of arboricultural customers and their perceptions of tree care companies, explore opportunities for increased service and customer value, and learn how to differentiate yourself from the competition for stronger sales and build that into your business plan.

With over 40 years at Bartlett Tree Experts, Peter Becker recently retired as Senior Vice President and Mid-Atlantic Division Manager. Starting with the company as an intern, Becker has had a lifelong commitment to the tree care industry. He played an integral role in the establishment and advancement of Integrated Pest Management practices at the Company and, as Bartlett’s representative to the ANSI A300 committee, helped shape the industry standards we follow today. Throughout the years, Peter has been a stalwart leader at Bartlett and in the arboriculture industry.

Leading Indicator Safety Management & Competency Assessment
1:30 pm – 3:30 pm | with Ed Carpenter

2 ISA and CTSP CEUs

This session promotes concepts that any business, large or small, can administer internally or outsource, depending on their specific needs. The main goal of this interactive session is to give the manager proactive tools to measure and address an employee’s skills and knowledge gaps, rather than let accident and incident data drive their decision making.

At the age of five, Ed’s father was in a near-fatal logging accident in the Adirondacks that changed his family's path forever. Watching how this single accident impacted so many lives, Ed knew from that moment in childhood he did not want anyone to have to experience the ill effects of how a single event could create such hardships for an entire family. Ed’s personal mission has served as a beacon throughout his life, and which has allowed Ed to travel the globe connecting with people who love trees and safety. Ed’s goal is to inspire people to make a positive change in their own lives so they can serve the next generation by sharing their knowledge and skills and by supporting those who seek to make a positive impact on people and the planet.

Wednesday, April 17

Understanding Your Sales Process
8:00 am – 9:30am | with Jason Cupp

1.5 ISA CEUs

Most companies don't have a sales process, and if they do, it is not written - or worse yet - steps are skipped or forgotten. In this engaging, sales focused keynote, Jason will share his own personal sales process that he used in his own green industry company - that went from being focused on his company to client centric in just one short season. Jason will share his client letters, the process, the sales meeting agenda and how he created a client focused process from first phone call to getting paid. Also, take an in-depth look at what it takes to have Leadership, Management and Communication to deliver your highest level of success. You will walk away with the difference between great leaders and managers, as well as communication tips to effectively express yourself, even when stressed out.

Jason Cupp is a former CEO turned Kolbe Certified growth consultant, team builder and motivational speaker. He travels almost constantly, talking about everything from sales and marketing to crisis management to clients in almost any industry, including where his career started – the landscape design/build industry. His knowledge, experience and approachability has put him in front of thousands of people and businesses across North America and Western Europe.

How to Design Awesome Marketing Materials
9:30 am – 10:45 am | with Ron Rosenberg

1.25 CEUs

Tired of wasting time, money, and effort on marketing campaigns that just don’t work? This highly interactive and entertaining session will introduce you to a wildly effective approach to marketing that will help you gain customers, increase ROI on each marketing dollar spent (and increase revenue!), and cut expenses. You’ll discover:

  • The “secret question” that will completely change your marketing
  • Why people say, “So what?” when they see your marketing materials
  • Three things you don’t know about your customers that are costing you money
  • The long-term value of a customer and its importance to your bottom line
  • 5 critical marketing metrics to let you know what’s working…and what’s not!

Ron Rosenberg, president of QualityTalk, Inc., is a nationally recognized, award-winning expert on marketing and customer service and a winner of the prestigious “Marketer of the Year” award at the International Marketing Summit.

He has authored numerous books and learning systems. His newest program, the Business Self-Defense 90-Day Implementation Fast-Track offers tools, strategies, and resources to help people effectively define their goals and objectives, overcome obstacles that might impede their efforts, and develop concrete action plans to achieve dramatic results.

Are You Running Your Business or Is It Running You?
11:00 am – Noon | with Lisa Manning

1 ISA CEUs

Maybe you grapple with some of these challenges:

  • Lack of control over time, markets or your company
  • People who don’t listen, understand or follow-through
  • Profit that’s inconsistent and/or insufficient
  • Growth is happening, but you can’t break through to the next level
  • Quick Fixes that come-and-go, bringing little change with continue frustrations

Don’t let the business run you! If you are a business owner or senior level executive and want to see your business consistently run better, this workshop is for you. You will learn simple, practical tools that you and your leadership team will use immediately to align around the vision for your business, focus on priorities, get clear on issues and gain traction together as a healthier leadership team. Lisa brings her experience-based real-world insight while teaching proven, simple tools to help you get more of what you want out of your business.

Lisa’s passion is working with entrepreneurs. She has 30 years of experience as an entrepreneur and business advisor. Over the course of that career she has specialized on successfully turning dozens of businesses around to double digit growth and profitability as well as growing an eight-figure family-owned business. Lisa no longer manages the family business but rather sits on the board and spends all her time guiding other entrepreneurs to so that they too can get what they want out of their business.

Breakout Sessions
1:00 pm – 2:15 pm
Choose one:

Lisa Manning: 1.25 ISA CEUs 
Most leadership teams struggle to stay focused for any length of time greater than 90 days. Join us for strategic planning made easy! Learn how to prepare a simple two-page strategic plan which will include how to set annual goals and then establish quarterly priorities to help you achieve those annual goals.

Ron Rosenberg: 1.25 ISA CEUs
Your customers are expecting more than ever before, but your website struggles to stay relevant and doesn’t do enough to help grow your business. Discover the seven components you must include in your web strategy to attract prospects, generate new business and deliver a steady stream of revenue!

Jason Cupp: 1.25 ISA CEUs
Roll up your sleeves and bring your sales process, marketing schedule and plan, script and get live input on dramatic changes you can make for maximum impact to your sales and bottom line. You could go home with a new way of looking at your sales and marketing processes!

Breakout Sessions
2:30 pm – 3:15 pm
Choose one:

Lisa Manning: 1.25 ISA CEUs 
Most leadership teams struggle to stay focused for any length of time greater than 90 days. Join us for strategic planning made easy! Learn how to prepare a simple two-page strategic plan which will include how to set annual goals and then establish quarterly priorities to help you achieve those annual goals.

Ron Rosenberg: 1.25 ISA CEUs
Your customers are expecting more than ever before, but your website struggles to stay relevant and doesn’t do enough to help grow your business. Discover the seven components you must include in your web strategy to attract prospects, generate new business and deliver a steady stream of revenue!

Jason Cupp: 1.25 ISA CEUs
Roll up your sleeves and bring your sales process, marketing schedule and plan, script and get live input on dramatic changes you can make for maximum impact to your sales and bottom line. You could go home with a new way of looking at your sales and marketing processes!