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!

Sessions take place in the Amphitheatre. Meals take place in the Hudson Room. Hospitality Desk is in the Amphitheatre Foyer. Hours: Monday 4-7pm, Tuesday 7am-4pm, Wednesday 7am-4pm.

Tuesday, April 3

Understanding Your Sales Process

8:00 – 9:30am | with Jason Cupp

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.

Growing Your Sales and Client Base Sustainably

9:30 – 10:45am | Peter Becker | 1.25 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 recentlyretired 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.

Success in Commercial Tree Contracting

11:00am – 12:00pm | Peter Sortwell

Due to buying procedures and service expectations, commercial contracting is very different than residential work – it takes a different sales and operational approach. Understanding commercial property managers’ expectations and hiring process are key components to winning contracts in this competitive field. In this session, explore the challenges of dealing with commercial real estate professionals and property managers, and learn about “channel partners” and how channeling can win new relationships and revenues for your business.

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.

Social Media for the Modern Arborist

1:00 – 2:00pm | Hans J. Tielmann, LTE, CTSP, CIC

Including social media in your digital marketing strategy can help you reach your ideal customer with minimal monetary investment – it’s an effective tool for building your brand. Learn how to build credibility, the difference between branding and bragging, and how to properly utilize social media without directly pitching sales.

Hans is a Licensed Tree Expert and social media marketer from New Jersey. As an arborist and industry contributor, he exhibits his love for what he does best by using social media. As his Instagram shows, Hans promotes fun and effective educational posts as well as behind the scenes posts for his audience. 

How to Design Awesome Marketing Materials

2:00 – 3:30pm | Ron Rosenberg

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-Trackoffers 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.

Wednesday, April 4

Plant Health Care: Your Most Profitable Revenue Stream

8:30 – 9:30am | Scott McPhee | 1.0 CEUs

Is plant health care (PHC) right for your business? Learn about the initial and long-term investments in equipment, training and licensing; which PHC programs have the highest probability of success; how to find the PHC consumer and market to them; and how to grow a PHC business to become a profitable and worthwhile revenue stream.

Scott helped his former organization grow PHC into a multi-million dollar department before starting his own company in 2015. He currently owns and operates Harrison McPhee, Inc. (a TCIA-accredited company) with his wife Jennifer. Scott has helped develop their own brand of plant health care and his team has grown sales by over $400,000 in less than three years.

Scott has been a practicing arborist for over 30 years. He is a graduate of the University of Massachusetts with a BS in Urban Forestry and Arboriculture. Scott is an ISA Certified Arborist as well as a Massachusetts Certified Arborist. He is past president of the Massachusetts Arborist Association and New England Grows.

Business Operations: Systems and Efficiencies

9:30 – 10:45am | Tad Jacobs | 1.25 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 third year of the TCIA Peer to Peer Group.

Employees or Contractor: Tree Care Workers in the Gig Economy

11:00am – 12:00pm | Bryan Zlimen

The choice between employees and independent contractors presents tree care companies with a number of benefits, costs and risks. Should your company stick with its current structure or join the “gig economy?” Examine the difference between W-2 and 1099 workers, the advantages of each and how to ensure your workers are properly classified in order to avoid costly penalties.

Bryan is the managing attorney at the law firm of Zlimen & McGuiness, PLLC and focuses his practice on green industry issues. Having worked in the industry prior to his law practice, he uses his first-hand knowledge to advise horticulture professionals on legal issues that matter to them.

Avoiding Bad Hires

1:30 – 2:30pm | Michelle Kozin | 1.0 CEUs

A bad hire is not just tough on the team – it can also be very costly to the organization.  The average cost of a poor hiring decision can be between 30%-200% of that hire’s first year’s salary depending on how senior the role. There are many contributing factors – add in productivity and lost opportunities, morale implications, turnover and recruiting costs, and the price tag keeps going up.

Take the guesswork out of your hiring practices with the strategies, tools and tactics presented in this session to find, assess, acquire and onboard the most relevant and qualified talent for your team and business needs. Learn how to avoid the costs associated with poor hiring decisions by recognizing the challenges at different steps of the talent acquisition process.

Michelle Kozin, founder of Predictive Advisors, helps companies compete for the best talent, innovate through high performing teams and apply analytics to optimize business productivity. Michelle provides counsel in areas such as data-driven hiring, leadership development, team/manager dynamics, succession planning, sales engine excellence, revenue performance, strategic alignment and organizational change readiness.

The Big 4: People, Process, Performance and Profits. How to integrate the first three to achieve the fourth and enjoy a happier life!

2:30 – 4:00pm | Jeffrey Scott | 1.5 CEUs

Learn how to improve operations, company culture and overall enjoyment of the business! Dive into case studies of companies that have addressed their people issues, put processes in place and created a culture of performance management, all in a systematic fashion in order to dramatically increase profits and create a lower-stress work environment.

The leading expert on achieving unprecedented business growth, Jeffrey specializes in building profitable, valuable contracting companies—from the inside out. With decades of experience as an entrepreneur, owner and consultant in the landscape and general contracting industry, he has an inside view of the unique challenges and opportunities faced by his clients. Jeffrey combines the systems thinking and structure from his engineering studies, together with the human resource and financial acumen gained from his MBA, to help his clients rapidly organize and grow their businesses. Jeffrey is known for establishing strong accountability, innovation and financial literacy within organizations. His proprietary systems and programs are customized to enable each client to fast-track their path to a dramatically better business.