CDANA 2018 Special Convention Spring Issue

C D A N A CONNECTIONMAGAZINE FOR THE CULLIGAN DEALERS ASSOCIATION OF NORTH AMERICA, INC.

PEOPLE PASSION

OUR PURPOSE 2018 CDANA Convention & Product Fair April 24-27, 2018 | Orlando, Florida An Exclusive Program for North American Dealers!

A collaborative partnership between CDANA and Culligan, heartily supported and endorsed by the dealer network. Combine your stocking orders with popular products at great prices and save on freight! 13 categories of product with over 186 items ready to ship! ▲ Cullex Resin Culligan Branded ▲ Special Resins Purolite and ResinTech Branded

▲ Over Carbon Culligan and Calgon Branded ▲ Leak Detectors Watts Branded ▲ Filter Housings Pentek Branded 83% ▲ Filter Cartridges Pentek Branded of Dealers Served ▲ Thank You! Membranes Culligan, CSM & Filmtec Branded ▲ Fittings & Tubing GA Murdock Branded & John Guest Branded ▲ Cups Solo/Dart ▲ Faucets Tomlinson ▲ Fleck Service Parts ▲ PE Tanks Wave Cyber Culligan Branded ▲ UV Systems Viqua Culligan Branded Don’t forget CDANA gets a revenue share for every item you purchase!

Cport.Culligan.com CONTENTS An Exclusive Program for North American Dealers! CDANA

MAGAZINE FOR THE CULLIGAN DEALERS ASSOCIATION OF NORTH AMERICA, INC. CONNECTION

PEOPLE PASSION

OUR PURPOSE 2018 CDANA Convention & Product Fair April 24-27, 2018 | Orlando, Florida

8 Letter from Scott Hembrook

A collaborative partnership between 10 2018 CDANA Convention Schedule CDANA and Culligan, heartily supported and endorsed by the dealer network. 14 2018 CDANA Convention Speakers James Galea, Australia’s #1 Magician Combine your stocking orders with popular products at great prices and save on freight! 30 2018 CDANA Product Fair Map FEATURES 13 categories of product with over 32 Thank You 2018 CDANA Sponsors 42 Five Ways to Evaluate the Dollars and 186 items ready to ship! ▲ Sense of Tracking Cullex Resin Culligan Branded by Bill Kennedy, President and Crystal Sutheimer, Lead Data

▲ Special Resins Purolite and ResinTech Branded 34 2018 Welcome Reception Analyst, Kennedy Communications ▲ Over Tracking has become an integral part of business operations, Carbon Culligan and Calgon Branded ▲ and it is essential to making educated business decisions. Leak Detectors Watts Branded 35 2018 Culligan Awards Banquet ▲ Filter Housings Pentek Branded 83% ▲ 46 Your Dealer Location is Geographically Filter Cartridges Pentek Branded of Dealers Served ▲ Thank You! 36 Culligan International & CDANA Limited – Your Digital Voice Doesn’t Need to Be Membranes Culligan, CSM & Filmtec Branded by Devon Moore, BAM Content Specialist ▲ Fittings & Tubing GA Murdock Branded & John Guest Branded Congratulate the 2017 Winners! How BAM Advertising Drives Local Content to Enhance

▲ User Experience. Cups Solo/Dart ▲ Faucets Tomlinson 37 Congratulations to the 2017 ▲ Fleck Service Parts 48 Mark Your Calendar for the C&I Forum ▲ Top Dealers! this June PE Tanks Wave Cyber Culligan Branded Register today! ▲ UV Systems Viqua Culligan Branded 38 Congratulations to the 2017 Don’t forget CDANA gets a revenue Top Region Award Winners! DEPARTMENTS share for every item you purchase! 4 President’s Letter 39 Culligan International & CDANA 6 Contributing Editors Congratulate the 2017 Service Award 7 Issue Contributors

Cport.Culligan.com Winners! 54 Advertisers’ Index www.cdana.org 3 PRESIDENT’S LETTER

Welcome to Orlando and the largest CDANA Convention in our History!

As CDANA President it’s my privilege to be an invited guest to the DAC meetings held every 6 months in Rosemont. I must say that it’s been an inspiration to see both Culligan and the DAC dealers pulling in the same direction when it comes to working to improve the Culligan System for ALL of us. Scott Clawson and his Team have a clearly defined set of company goals for the year, clarified and distilled by the Strategic Deployment Process (SDP). Your Culligan Dealer Council representatives put an incredible amount of their own time and effort into helping Culligan identify and prioritize those goals, even if they’re not always a part of that formal process. They give honest and constructive feedback to Culligan on what’s going on in the marketplace and what they feel Culligan needs to do to enable the dealers to best approach and compete in the field. These reps, as well as Culligan leadership, deserves our hearty thanks as well as ongoing support in the way of constructive feedback on how to make the Culligan System better, which could well mean periodically querying your employees and bringing up issues of concern in your dealerships and your marketplace. Much of what was covered at DAC, and more, will be further elucidated at the upcoming CDANA Convention in Orlando...including not-to-miss sessions on...Culligan Branding initiative update...New Drinking Water Options...World Class Customer Experience... Hiring Top Candidates...Market Development and Acquiring New Businesses...Tools for Commercial Lead Generation...Service Selling...Route Optimization Strategies... Commercial for Small to Mid-Sized Dealers...Drinking Water at Every Appointment... Increased Sales Due to Financing...Strategic Deployment Process (SDP)...Leaving a Legacy: Passing on the Gift of Ownership...Golden Handcuff Planning...Turning Crisis into Opportunity...Next Generation Committee update (Live Chat, Inventory & Sales App)...Paperless Office. Not to mention the various fun events and dinners planned, opportunities for networking and a First Class venue! A hearty thanks to Jennifer and the JSJ group, as well as the dedicated members of the Convention Planning committee and many others who have put in HOURS to make this convention a great event! “It will be exciting to I’m also happy to report that our CDANA organization is currently very strong, and in fact we have record high membership and registrations for our Orlando convention as feel the Culligan buzz well. It will be exciting to feel the Culligan buzz that is intensifying and will definitely be that is intensifying on full display in sunny Florida! It’s so exciting to be a part of continuing to improve what and will definitely be is already the best water treatment organization in the industry! on full display in Time to celebrate the Culligan System! sunny Florida!” Bob Boerner CDANA President

4 CDANA Connection 2018 Special Convention Spring Issue Is your software vendor providing you with the tools you need to grow your business? Welcome to Orlando and the largest CDANA Convention in our History!

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American Business Systems, Inc. 155 Revere Drive Suite 7, Northbrook, IL 60002 Phone: 847.291.1590 Fax: 847.291.0004 [email protected] www.abscorp.com CONTRIBUTING EDITORS

CDANA Robert Boerner CECT Culligan Southwest, Inc. Bob Boerner, President of Culligan Southwest, Inc., co-owns CDANA BOARD OF DIRECTORS and operates with his sister, Kristi Stanford, four Culligan dealerships in Texas. He has been involved with Culligan since president Bob Boerner 6/20 210.226.5344 1977, learning the business from his father, Gib Boerner, and [email protected] helping to carry on the Culligan tradition from its first dealer, his grandfather Wilbur L. Walton. Bob has been involved in the vice Robert Ruhstorfer 6/18 president 972.241.3828 Texas WQA for many years, serving as its President in 1996-97 [email protected] and currently serving as its Legislative Co-Chair. He served secretary & Chuck Driessen 6/21 on the WQA Board of Directors for 9 years and continues his treasurer 507.835.1234 / 507.835.1241 involvement with them in various capacities. Bob and his wife, Cell: 507.461.2380 Debrah, have a daughter, Holly, who recently completed a [email protected] Masters degree at the Harvard Graduate School of Education. first past David Miller 6/20 president 989.635.7585 [email protected] Kristi (Boerner) Stanford directors Steve Gibson 6/19 Culligan Southwest, Inc. 260.347.0758 [email protected] Kristi (Boerner) Stanford, Vice President of Culligan Southwest, Inc., co-owns four Texas Culligan dealerships in Texas with Hugh Grout 6/21 613.225.9175 her brother, Bob Boerner. She officially started her career after [email protected] college at the Culligan of San Antonio office in 1986, having grown up working in the business during high school and college Mike Karr 6/18 607.786.9420 during summer breaks from Southwestern University. She served [email protected] as TWQA Treasurer, and has led the Publications Committee for Cameron Karger 6/18 many years. She is a 28-year member of downtown SA Rotary 607.786.9420 Club. Kristi and her husband Blake have two kids. Kate is earning [email protected] a Masters degree at University of Oxford and Mitchell is attending Don Meredith 6/19 Parsons School of Design in Manhattan. 262.878.1161 [email protected] Paul Moorman 6/18 Andy Cowan 613.968.7700 Hall’s Culligan Water, Ohio/Michigan Area Manager pmoorman@ Andy Cowan has been with the CR Hall Organization for thegoodwatercompany.com 20 years. He started out in Wichita, Kansas and then Justin Rupert 6/19 transferred to Cleveland, Ohio in 2001 to become the General 517-425-0328 Manager of the then newly acquired dealership. Today, Andy [email protected] is the Area Manager for nine dealerships in Ohio and Michigan John Packard 6/20 with combined revenues of twenty million dollars and 115 952.912.7363 [email protected] employees. He is also a proud member of the Culligan One 20 Group. legal Pete Singler counsel 707.823.8719 [email protected]

executive Jennifer Gibson Hebert director 512.894.4106 [email protected] Sandy Sapp Culligan International JSJ Productions, Inc. 625 West Market Street Sandy Sapp joined the Culligan Marketing team in 2011 bringing Salinas, CA 93908 with her over 20 years of advertising/marketing experience in 512.894.4106 Fax: 512.858.0486 the franchise/dealer arena. She is responsible for supporting the publisher & Susan Gibson dealer network by providing marketing tools that help dealers editor [email protected] grow their businesses. Sandy works closely with the various art director Anya Wilcox dealer sub-committees to ensure the materials represent the [email protected] needs of the Culligan system. She is also part of the Culligan Copyright © 2016 by JSJ Productions, Inc. All rights reserved. Cares Committee, which focuses on providing clean safe Reproduction in whole or in part, without the expressed drinking water to those in need. permission of the Publisher, is prohibited. JSJ welcomes editorial content and photography for publication consideration. CDANA Connection is published quarterly by JSJ Productions, Inc. JSJ Productions, Inc. owns all copyrights herein.

6 CDANA Connection 2018 Special Convention Spring Issue CDANA Ad 013018F_Layout 1 1/30/18 12:27 PM Page 1 ISSUE CONTRIBUTORS

Bill Kennedy Kennedy Communications Bill Kennedy believes in brands. He has worked with Pepsi, Kentucky Fried Chicken, Car X, and Aprilaire, RELIABLE PERISTALTIC but he is fully immersed in the best name in water, Culligan. Bill began METERING PUMPS placing and producing Culligan ads in 1981 and has continuously served dealers all over North America ever since. The agency believes the most efficient way to place advertising is through an integrated approach and has built an agency that can provide expertise across the media landscape. Bill is a UW-Madison graduate, and is the proud father of three children and grandfather of four ROBUST grandchildren.

SVP4, 4-20mA input Devon BAM Advertising Classic, Electromechanical Devon is a self-proclaimed Digital Gardener at BAM Advertising & Marketing. Once a wide-eyed journalism student at the Indiana University of Pennsylvania, Mr. Moore has worked with award- PRE-PACKAGED winning marketing gurus, wizards, ninjas and rockstars. As Associate Vice President of Light Bulb Moments, his responsibilities Meter Activated Injection include, but are not limited to, strategic campaign initiatives, content/website development and copywriting. Tank Systems

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STENNER PUMP COMPANY

OUR PURPOSE 2018 CDANA Convention & Product Fair April 24-27, 2018 | Orlando, Florida

Welcome to Orlando! We are excited to have you here for the 2018 CDANA Convention and Product Fair! The Committee has worked very hard to put together a program that we hope you will be able to take back to help grow your dealership. We have lined up some fun things to do, and hope you make some time to experience the great things this Hyatt Regency Grand Cypress Resort and Orlando have to offer. We have lots of opportunities for learning with some great breakout sessions that will focus on increasing sales, service selling, route optimization, commercial lead generation, along with several others that can help grow your dealership. Rosemont will update us on Culligan Cares, the branding initiative, and creating a world class experience for our customers. Our Next Generation Committee has been working hard and will have an exciting update on current projects. Please take time to visit the 2018 CDANA Product Fair on Thursday. We are excited to have a SOLD OUT SHOW. This gives you an opportunity to network with your current vendors and also see what the others have to offer as well. Please take time to thank them for their participation and support! The CDANA Epic Amazing Race promises to be just that! We will have our 2018 CDANA Welcome Reception around the pool and have some surprises along the way. We will wrap the convention up with the 2018 Culligan Awards Banquet & Dinner. Join us and help recognize the top performing dealers and those sales people who will be joining the Culligan Sales Hall of Fame. We think you will enjoy the evening’s entertainment. Enjoy Orlando and thank you again for attending. We appreciate all you do to make this a great system! P.S. Don’t forget your sunscreen!

Sincerely,

Scott Hembrook, CWS 2018 CDANA Convention Chairman

8 CDANA Connection 2018 Special Convention Spring Issue

Thursday, April 26, 2018 SCHEDULE of Events

Tuesday, April 24, 2018

12:00 PM – 5:00 PM 2018 CDANA Registration Open Registration #4 (Lower Level) 2018 CDANA Board of Directors Meeting* Palm 2:00 PM – 5:00 PM *CDANA Dealer Members Only CDANA Past Presidents Dinner** 7: 30 PM – 9:30 PM **CDANA Past Presidents and Current President Only

Wednesday, April 25, 2018

7:30 AM – 5:00 PM 2018 CDANA Registration Open Registration #4 (Lower Level) 10:00 AM – 5:00 PM CDANA Open General Session Grand Cypress Ballroom 10:00 AM – 10:40 AM CEO Address Presenter: Scott Clawson, CEO, Culligan International 10:40 AM – 11:00 AM Culligan Cares Update Presenters: Sandy Sapp, Sr. Marketing Manager, Culligan International & Bob Boerner, Dealer, San Antonio, TX 11:00 AM – 12:00 PM Culligan Branding Update Moderator: Larry Holzman, VP of NA Franchise & Panel: Randy Easton, DAC Chair; Al Patel, CMO, Culligan International; Paul Moorman, Dealer, Belleville, ON; and Rocky Novak, Fallon 12:00 PM – 1:30 PM Lunch on Your Own 1:30 PM – 2:00 PM New Drinking Water Options Presenter: Judd Larned, President, Culligan North America 2:00 PM – 2:30 PM World Class Customer Experience Presenters: Selina Emlen, Customer Experience Manager, Culligan International; Steve Gibson, Dealer, Kendallville, IN; & Brian Kennedy, Dealer, Plant City, FL 2:30 PM – 3:00 PM Culligan Service Awards (5-20 Years) 3:00 PM – 3:30 PM Hiring Top Candidates Presenter: Kelley Mudgett, Senior Director, North America & Corporate Human Resources, Culligan International 3:30 PM – 4:00 PM Market Development and Acquiring New Businesses Presenters: John Gallo, VP of Sales and Market Development, Culligan International & Matt Gilby, Dealer, Beaumont, TX 4:00 PM – 4:20 PM Stretch/Coffee Break Portico 4:20 PM – 5:00 PM CDANA Closed Dealer Discussion (Dealer Only) 5:30 PM – 7:30 PM CDANA’s Epic Amazing Race* Portico *Amazing race requires an additional ticket - participants will end the race at the CDANA Welcome Reception 6:30 PM – 10:00 PM CDANA Welcome Reception & Dinner Upper Pool Deck 1&2

10 CDANA Connection 2018 Special Convention Spring Issue SCHEDULE of Events

Thursday, April 26, 2018

7:00 AM – 5:00 PM 2018 CDANA Registration Open Registration #4 (Lower Level) 7:00 AM – 8:00 AM Light Breakfast & Coffee Portico 8:00 AM – 8:45 AM 2018 CDANA Breakout Sessions – Group 1 • Regency 1&2: Tools for Commercial Lead Generation Presenters: Andy Stednitz, Vice President & General Manager, Culligan International & Shawn Wright, Dealer, Chickasha, OK • Regency 3&4: Service Selling Presenters: Bill Bauer, Dealer, Ocala, FL; Bob Barnott, Sales/Service Manager, Ocala, FL; & Charles Meyer, Sales Manager, Mansfield, OH • Regency 7-9: Route Optimization Strategies Presenters: John Jadrich & Bob Andersen, ABS 9:00 AM – 11:00 AM 2018 CDANA Product Fair Grand Cypress Ballroom 11:15 AM – 12:00 PM 2018 CDANA Breakout Sessions – Group 1 (Repeat) • Regency 1&2: Tools for Commercial Lead Generation Presenters: Andy Stednitz, Vice President & General Manager, Culligan International & Shawn Wright, Dealer, Chickasha, OK • Regency 3&4: Service Selling Presenters: Bill Bauer, Dealer, Ocala, FL; Bob Barnott, Sales/Service Manager, Ocala, FL; & Charles Meyer, Sales Manager, Mansfield, OH • Regency 7-9: Route Optimization Strategies Presenters: John Jadrich & Bob Andersen, ABS 12:00 PM – 2:00 PM CDANA Product Fair & Lunch Grand Cypress Ballroom 2:15 PM – 3:00 PM 2018 CDANA Breakout Sessions – Group 2 • Regency 1&2: Commercial for Small to Mid-Size Dealers Presenters: Andy Stednitz, Vice President & General Manager, Culligan International; Jim Stewart, Director, C&I Sales & Support, Culligan International; Everett Windover, Colchester, VT; & Ben Jarvis, Logan, UT • Regency 3&4: Drinking Water at Every Appointment Presenters: Mike Gaeta, Marketing Director; Stephen Gaeta, Sales Manager, & Lee McKinney, Sales Manager – Mast Family Culligan • Regency 7-9: Increased Sales Due to Financing Presenter: Karen Wood, Sales Manager, Hall’s Culligan 3:15 PM – 4:00 PM 2018 CDANA Breakout Sessions – Group 2 (Repeat) • Regency 1&2: Commercial for Small to Mid-Size Dealers Presenters: Andy Stednitz, Vice President & General Manager, Culligan International; Jim Stewart, Director, C&I Sales & Support, Culligan International; Everett Windover, Colchester, VT; & Ben Jarvis, Logan, UT • Regency 3&4: Drinking Water at Every Appointment Presenters: Mike Gaeta, Marketing Director; Stephen Gaeta, Sales Manager, & Lee McKinney, Sales Manager – Mast Family Culligan • Regency 7-9: Increased Sales Due to Financing Presenter: Karen Wood, Sales Manager, Hall’s Culligan • Palm: Strategic Deployment Process (SDP) (3:15 PM – 5:00 PM - 2 hours- No Repeat) Presenters: Frank Mochak, Director of National Accounts & Market Development, Culligan International; Allan Windover, Dealer, Fultonville, NY; & DJ Shannahan, Dealer, Salisbury, MD 4:15 PM – 5:00 PM 2018 CDANA Breakout Sessions – Group 3 • Regency 1&2: Leaving a Legacy: Passing on the Gift of Ownership Presenters: Skip Heffernan, CEO; Ken Clark, COO; & Cindy Cerro, Human Resources Manager – Total Water Treatment Systems Inc. • Regency 3&4: Golden Handcuff Planning Presenters: Mike Bannister, Dealer, Tulsa, OK; Michael Pendergrass, President, Legacy Planning Partners; & Mathew Hulse, RICP®

www.cdana.org 11 of Events Cargill Salt is a SCHEDULE proud supplier Friday, April 27, 2018 to Culligan 7:00 AM – 12:00 PM 2018 CDANA Registration Open Registration #4 (Lower Level) 7:00 AM – 8:00 AM Light Breakfast & Coffee Portico International and 8:00 AM – 12:00 PM CDANA General Session Grand Cypress Ballroom 8:00 AM – 8:45 AM Turning Crisis Into Opportunity the Culligan Dealers Presenter: Sandy Sapp, Sr. Marketing Manager, Culligan International & Matt Gilby, Dealer, Beaumont, TX 8:45 AM – 9:05 AM Culligan Service Awards 25-45 Years Association of 9:05 AM – 10:00 AM Next Generation Committee Update (Live Chat, Inventory & Sales App) Presenters: Justin Rupert, Dealer, Albion, MI; Kyle Macumber, Dealer, Marlette, MI; Billy Bauer, Dealer, North America. Ocala, FL; RJ Easton, Dealer, Wheeling, IL; Troy Macumber, Dealer, Marlette, MI; Chris Lane II, Dealer, Hilton Head, SC; Tyler Stenseng, Dealer, San Benito, TX; & Justin Bohl, Dealer, Red Wing, MN 10:00 AM – 10:30 AM Coffee Break 10:30 AM – 11:30 AM Paperless Office Moderator: Kyle LeMay, Regional Sales Leader, Minnetonka, MN Presenters: Eric Wold, Account Manager & Kelly Kastner, Business Application Trainer, Unco Data Systems 11:30 AM – 12:00 PM 15 Ideas in 30 Minutes 12:00 PM – 6:30 PM Afternoon Break 6:30 PM – 11:00 PM 2018 Culligan Awards Dinner: As You Wish! Grand Cypress Ballroom *Doors open at 6:30 PM and Dinner is served at 7:00 PM

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SCOTT CLAWSON, CEO, CULLIGAN INTERNATIONAL Scott Clawson Serves as President and Chief Executive Officer of Culligan International. The global leader in clean water treatment, Culligan, provides solutions, equipment and service to residential, commercial and industrial customers in more than 90 countries. The 80-year-old brand is widely recognized as synonymous with water quality and expertise.

Culligan Branding Update Moderator: Larry Holzman, VP of NA Franchise & Panel: Randy Easton, DAC Chair; Al Patel, CMO, Culligan International; Paul Moorman, Dealer, Belleville, ON; and Rocky Novak, Fallon Culligan Water has made significant steps in 2018 to become a top-of-mind water brand for all generations. We want consumers (both current and new) to increasingly see us as a lifestyle brand that improves water everywhere in the home. We will provide an update on progress and how dealers can maximize and benefit both locally and regionally.

AL PATEL, CMO, CULLIGAN INTERNATIONAL Al Patel is the CMO of Culligan International Company, which produces water treatment and purification equipment and serves customers worldwide under a portfolio of brands that includes Zip, Blupura, and Culligan. His responsibilities include global marketing strategy, branding, insights, and digital, social, and e-commerce efforts. He holds an MBA and a BA degree from the University of Virginia. Al is married and lives in Willamette, IL with his three children.

LARRY HOLZMAN, CULLIGAN INTERNATIONAL Larry Holzman has been with Culligan for 20 years. He has held various positions including Director of Marketing, General Manager of Household, VP of Sales, and Senior VP of Franchise. Today he is responsible for the North American dealer network and oversees Marketing and Product Management functions.

RANDY EASTON, DAC CHAIR Randy Easton was first exposed to the Culligan business working in a dealership in northeast Iowa that his dad acquired in 1962. Easton became a dealer in 1988, and owns dealerships in several states in the Midwest, East Coast and Western part of the United States, and his main office is in Chicago, IL. Randy is currently Chair of the Dealer Advisory Council and also served as Chair in 2014. Randy also serves on the Marketing Subcommittee and the Brand Oversight Board, which provides dealer input for the branding campaign launched in January 2018.

PAUL MOORMAN, PRESIDENT, THE GOOD WATER COMPANY Paul Moorman is President of The Good Water Company Ltd. His Culligan franchise in Belleville, Ontario was founded in 1955 by Paul’s father and continues today as a family-owned business with his wife, Stephanie. Paul is a Past Director of WQA (Water Quality Association) and current Chair of the Dealer Section, Past-President of the Belleville Sales & Ad Club, and an avid traveler. Paul is currently a Board Member and is a CDANA Past President. 14 CDANA Connection 2018 Special Convention Spring Issue New Drinking Water Options with Judd Larned - 1:30 PM Drinking water is a huge opportunity for Culligan, and that includes offices, businesses of all sizes, as well as homes. Culligan is ready to attack all facets of the drinking water market with a new array of proprietary products that will give dealers a greatly enhanced opportunity to penetrate this huge market.

JUDD LARNED, PRESIDENT, CULLIGAN NORTH AMERICA Judd Larned has been the President of Culligan North America since 2015. He joined Culligan in 2013 and previously held multiple roles: VP of Strategy, Latin America, and Asia Household. Responsibilities include: development and execution support of the global strategy, business development, and M&A activities; and running both the Latin America and China businesses. Judd has spent fifteen years in strategy, working as a consultant with Bain & Company across multiple industries, on a variety of topics, and with many C-suite executives. Judd has an MBA from Duke’s Fuqua School of Business and a BSE in Mechanical Engineering from the University of Michigan.

World Class Customer Experience With Brian Kennedy, Selina Emlen & Steve Gibson - 2:00 PM Provide your front office team with the skills they need to deliver best in class service levels to your current and potential customers. The Customer Service Excellence Program consists of robust training and key reinforcement tools your team will use to Connect, Discover, Partner, and Close with every person that calls your dealership. Empower your team to confidently own the conversation to advance more leads to appointments while providing your current customers with world class service.

BRIAN KENNEDY, DEALER, PLANT CITY, FL Brian Kennedy has been a Culligan Man for over 21 years. After leaving the hospitality industry, he began his water career delivering bottled water by day while earning his bachelor’s degree by night. He held positions as Route Sales Manager in Plant City and General Manager of the Nokomis, FL dealerships before moving back to Plant City to take over as General Manager in 2004. He and his team have helped to grow that dealership, which now employs over 90 people in the Tampa Bay area, into a multiple Emmett J. Culligan award winner. Brian is a graduate of the University of South Florida with a B.A. in Interdisciplinary Social Science. He currently lives in the Tampa area with his wife Stephanie and two beautiful children, Josh and Shaylee. Brian has served on the Culligan Marketing Sub-Committee, Creative Task Force, and is a member of the Culligan One 20 group.

SELINA EMLEN, CUSTOMER SERVICE MANAGER, CULLIGAN INTERNATIONAL June will mark Selina Emlen’s 2-year anniversary with Culligan International. She is responsible for creating and implementing programs to promote and support world-class customer experience across the North America dealer network. Selina has 15 years of experience managing and rolling out sales and marketing programs and systems. Before joining Culligan, Selina worked for Sears Holdings, Advance Auto Parts, and Caterpillar, Inc.

STEVE GIBSON, DEALER, KENDALLVILLE, IN Steve Gibson began his career as a Culligan Man in 1986 when he was hired as a sales representative in the Kendallville, Indiana dealership. In 1992, he was promoted to Sales Manager. In May 1999, Steve purchased a part ownership in the dealership being promoted to Vice President/General Manager. In April 2003, he purchased the remaining interest of the company and became sole owner. Since then the dealership has purchased additional Culligan dealerships and competitors. Steve has served as President of the Tri-State Culligan Dealers Association serving Indiana, Michigan, and Ohio. As well as President of the Indiana Water Quality Association (IWQA), presently he serves as Chairman on the Culligan Marketing Sub Committee (MSC).

www.cdana.org 15 SPEAKERS

Hiring Top Candidates with Kelley Mudgett - 3:00 PM The world of recruiting is transforming. Hear about the latest trends on recruiting and compensation. Learn about hiring top candidates in a changing workforce.

KELLEY MUDGETT, SENIOR DIRECTOR, NORTH AMERICA AND CORPORATE HUMAN RESOURCES, CULLIGAN INTERNATIONAL Kelley Mudgett started with Culligan in 2010 to support the Home Depot Kiosk program throughout North America. In 2011 she moved into a Regional HR Manager position supporting the East Region for Culligan’s Company Owned Dealers. Kelley is currently the Sr. Director over NA and Corporate Human Resource; her team supports Franchise Training and Recruiting initiatives. Kelley has 20 years of HR experience with previous experience in catalog and retail companies.

Market Development & Acquiring New Businesses with John Gallo & Matthew Gilby - 3:30 PM One of the most beneficial actions a dealer can undertake to build his or her business is to acquire a competitor. We have every tool, can provide any help, and are ready to assist any dealer with acquiring a competitor big or small. Hear from two dealers on their experience. The time to act is now!

JOHN GALLO, VP OF SALES AND MARKET DEVELOPMENT, CULLIGAN INTERNATIONAL John Gallo is VP of Sales and Market Development at Culligan International. He is responsible for driving and leading the company’s strategy to grow and expand Dealer franchisee business, Dealer merger and acquisitions opportunities, and Culligan national account business. John brings to Culligan extensive experience with industry leading sales and service teams. His focus is on commercial and industrial hardware and service based solutions. Most recently John worked at Ryko Manufacturing, where he lead the North American sales and service teams driving over $100MM in revenue. Prior to Ryko, John spent a decade managing sales teams within Danaher Corporation. He has an undergraduate degree from the University of Georgia and an MBA from Queens College. John and his family live in Charleston, SC.

MATTHEW GILBY, DEALER, BEAUMONT, TX Matt Gilby is a graduate of Dalhousie University, Halifax, Nova Scotia with a Bachelor of Commerce and is also a Chartered Accountant (Canada) as well as a Certified Public Accountant (Texas). Matt worked for over a decade in the assurance practice for Ernst & Young, primarily in their real estate practice division. Matt, along with his wife Catherine, own and operate the Culligan dealership serving Beaumont, Texas and Lake Charles, Louisiana. Matt also assists the Texas Water Quality Association in delivering their Water Treatment Specialist programs.

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155 Revere Drive Suite 7, Northbrook, IL 60002 • 847.291.1590 • Fax: 847.291.0004 • [email protected] www.abscorp.com SPEAKERS Thursday, April 26, 2018 Tools for Commercial Lead Generation with Andy Stednitz & Shawn Wright - 8:00 AM & 11:00 AM In this session, Shawn Wright of Chickisha, OK will share best practices for generating Commercial and Industrial leads in your market. Shawn has grown his C&I business dramatically over the past few years and will share strategies and tactics that are sure to help your dealership.

ANDY STEDNITZ, VICE PRESIDENT & GENERAL MANAGER, CULLIGAN INTERNATIONAL Andy Stednitz is VP and GM of North America Commercial & Industrial at Culligan International and is primarily focused on growing Culligan’s capabilities in this rapidly growing segment. Prior to joining Culligan, Andy was VP of US Central and VP & GM of the US Agriculture Sector for Ritchie Bros Auctioneers where he achieved short-term growth of over 25% through leading a team of 60 sales, support, and training professionals. Prior to this, Andy led sales teams with GSI/AGCO, RYKO, and Danaher. Andy started his career with the US Army achieving the rank of captain. He received a BSBA of Marketing from Creighton University.

Service Selling with Bill Bauer, Bob Barnott & Charles Meyer - 8:00 AM & 11:00 AM This program will show Culligan dealers how to increase their homeowner sales through existing service customers, as well as acquire new customers that are currently using off-brand equipment.

BILL BAUER, DEALER, OCALA FL Bill Bauer has been in the water industry since 1987. He started as a route driver and within 1 year became an independent contractor procuring new accounts. He started his own bottled water company in 1993 from scratch and within 3 years had 3 locations and 17 routes. He got involved in the Culligan business in 1996 and has worked for Culligan International as well as operated a Culligan location. In 2011, Bill and his partners purchased 6 Culligan locations in Florida during the re-franchising campaign. Since then, his company has purchased 5 additional Culligan locations and 11 competitors. The company currently has revenues in excess of $20 million annual and is always on the lookout for new acquisitions. Bill and his wife Mona have been married 34 years and are very involved in their local church. They have 3 children and 3 grandchildren.

18 CDANA Connection 2018 Special Convention Spring Issue BOB BARNOTT, SALES/SERVICE MANAGER, OCALA, FL Bob Barnott joined the U.S. Navy right out of high school and served from 1976 - 1982. In 1984, he began working in the water treatment industry and started his career with Culligan in 1990. During the 28 years since, he has represented Culligan as a Salesperson, Sales Manager, Commercial Salesperson, Commercial Sales Manager, Builders Division Manager, Service Technician, and Service Manager. In 1992, while employed by Culligan of Fort Myers, FL, Bob created the “Check & Adjust” program. In 2004, he designed the “Platinum Care” extended service plan which is now known as the “Privilege Care Plan”. In 2014, Bob was inducted into the Culligan Hall of Fame. Currently, Bob is the Sales Manager and Service Manager for Culligan of North Florida based in Ocala. He has been awarded District Salesperson of the Year eight times. Bob is married and has three daughters, one son, and seven grandchildren.

CHARLES MEYER, SALES MANAGER, MANSFIELD, OH Charlie Meyer has been part of the Culligan family since 1974, when his father went to work for a Culligan Dealership in Norwalk, Ohio. After spending a fateful week with his dad at the 1974 Huron County Fair, having to wear a “Hey Culligan Man” t-shirt in the Culligan booth, Charlie vowed never to work for Culligan. Charlie attended Ashland University, upon graduation he served as a Graduate Assistant Baseball Coach and Director of Home Sporting Events. After working in a variety of different sales and marketing positions. Charlie embarked on his own career with Culligan in 2003, when Don Karger hired him to become his Sales Manager in Mansfield, Ohio. Over the last 14 years, Charlie has served as a household, bottled water, bottle-free, and commercial sales person. Those experiences have helped Charlie develop and create sales programs that work. Charlie is going to share with you how his sales staff has produced over 40% System Sales four out of the last five years with a high of 47.93% System Sales last year.

Route Optimization Strategies with John Jadrich & Robert Andersen - 8:00 AM & 11:00 AM Maximize efficiencies and cost savings by optimizing your routed deliveries. Bob Andersen of ABS will share tips and technology he has used during his 15 years in the industry. Come see what our panel of dealers have experienced going through this process first hand.

JOHN JADRICH, AMERICAN BUSINESS SYSTEMS John Jadrich has been helping Culligan men and women for over 20 years. As a partner at American Business Systems, Jadrich has trained employees and consulted with owners of more than 120 Culligan organizations in the United States, Canada, Switzerland, and Spain. John’s vast experience in the Water Conditioning industry makes him a sought-after presenter at the Culligan New Dealer programs. In 2015 he conducted a break-out session on improving service revenue by tracking filter changes; in 2017 he returned to present a session on routing and optimizing business processes. In addition to providing training, consulting, and support for the DMS Plus software products, John spearheads the sales and marketing efforts for American Business Systems. Under his guidance, the company has enjoyed significant growth and market penetration during the past 7 years.

ROBERT ANDERSEN, AMERICAN BUSINESS SYSTEMS Robert Andersen is a senior software developer who works for American Business Systems specializing in vehicle routing solutions. After spending two decades creating logistic tools, he understands well the challenges involved. Robert started out in the early 90’s with DOS based GIS tools for the industrial laundry industry. He then migrated to MS windows and MapPoint tools for the bottled water and water treatment industry. Now, he’s using the latest internet and cloud based platforms such as Google Maps and Azure to bring advanced algorithms with a user-friendly interface to users anywhere in the world. Robert holds a BS in electrical engineering with a minor in computer science from the University of Illinois.

www.cdana.org 19 SPEAKERS

Commercial for Small to Mid-Size Dealers Presenters: Andy Stednitz, Vice President & General Manager, Culligan International; Jim Stewart, Director, C&I Sales & Support, Culligan International; Everett Windover, Colchester, VT; and Ben Jarvis, Logan, UT. We will discuss real world success stories related to developing a viable commercial business. This session is highly recommended for dealers wanting to enter into the commercial market or expand their current operation. JIM STEWART, SR. PRODUCT MANAGER HOUSEHOLD PRODUCTS, CULLIGAN INTERNATIONAL Jim Stewart is in his 30th year with Culligan. He started out with Culligan as an Application Engineer and has held numerous positions including, C&I Product Manager and Household Product Manager. Jim’s current position at Culligan is Director of C&I Sales & Support. He also spent 20 years with Air Force/Air Force Reserves within Civil Engineering squadrons.

Drinking Water at Every Appointment with Mike Gaeta, Stephen Gaeta & Lee McKinney - 2:15 PM & 3:15 PM The most important water is the water that is consumed. Without proper planning, leading questions, appropriate testing, and appropriate dialogue it’s hard to move people from the status quo. We believe that our solution is the ONLY solution that makes sense. Using a presentation, 3rd party verification, technology, and real time “issues focus” drinking water is no longer an add but a necessity.

MIKE GAETA, MARKETING DIRECTOR, MAST FAMILY CULLIGAN Mike Gaeta has been in the industry for 32 years, starting with Kinetico and now oversees the sales operations in 3 dealerships on the South West Coast of Florida for Mast Family Culligan.

STEPHEN GAETA, SALES MANAGER, MAST FAMILY CULLIGAN Stephen Gaeta started at Culligan while in college and has been a Telemarketer, Call Back Specialist, Sales Representative, Sales Trainer and now manages the Mast Family Sales Department.

LEE MCKINNEY, SALES MANAGER, MAST FAMILY CULLIGAN Lee McKinney has been with Culligan over 20 years and has been a Service Technician, Installer, Sales Representative, Sales Trainer, and now manages the sales staff in Sarasota Florida. He entered the Culligan Hall of Fame in 2017.

20 CDANA Connection 2018 Special Convention Spring Issue www.cdana.org 21 SPEAKERS

Increased Sales Due to Financing with Karen Wood - 2:15 PM & 3:15 PM This breakout is designed to share Karen’s success in increasing system sales and household revenue by promoting sales vs. rentals, payments as opposed to price, and still increasing recurring revenue.

KAREN WOOD, SALES MANAGER, HALL’S CULLIGAN Karen Wood’s career in Water treatment started 29 years ago in Florida. In 2002 she has completed David H. Paul’s Industrial Water Treatment Program at San Juan College in Farmington, New Mexico. She is WQA CWS Certified and a Culligan Sales Hall of Fame recipient. Karen has managed the sales team for Hall’s Culligan of Ann Arbor/Detroit since November 2007.

Strategic Deployment Process (SDP) with Frank Mochak, Allan Windover & DJ Shannahan - 3:15 PM A session on the business process used by Culligan International and some Culligan dealers to organize, manage and execute their strategy. Come learn more about a simple and very effective way to stay on top of the key priorities within your dealership. SDP involves your entire team in the planning and execution of targeted actions to achieve your goals. Hear from several dealers who have already implemented the program and are having great success.

FRANK MOCHAK, DIRECTOR OF NATIONAL ACCOUNTS & MARKET DEVELOPMENT, CULLIGAN INTERNATIONAL Frank Mochak came to Culligan in 2012, and has held various positions for the organization. He has over 20 years of management and business development experience. Frank is currently responsible for Culligan International’s National Account program and is the leader in the launch of the SDP - (Strategic Deployment Process) initiative in 2018. Frank resides in Westfield, MA with his wife Jean and two children, Dalen and Kaela.

ALLAN WINDOVER, DEALER, FULTONVILLE, NY Allan Windover is the owner of Culligan of the Mohawk Valley and President of Culligan of Fultonville, Cooperstown, and Hudson in upstate New York. Allan is a third generation Culligan Man since 1986 who has served on the CDANA Board, EWQA Board, and Several WQA Committees. He is currently serving as DAC Representative for District 13, DAC Chair-Elect for 2019, member of the BOB, FRC, MSC, and Chairman of the New Product Task Force. Allan has been married for 35 years to Patty and has three children, Ashley (Redding), Samantha, Cole (Allan Jr.), and one grandson Elijah.

DJ SHANNAHAN, DEALER, SALISBURY, MD DJ Shannahan began his career in the water treatment industry in 1990 working for a small portable exchange tank company. At the end of 2003, DJ and his wife Cindy bought the company and he began his career as an owner. DJ is an advocate for our industry, having served on the Water Quality Association’s Board of Directors from 2005 - 2011, and as the Co-Chair of the WQA Onsite Issues Task Force for 9 years, was instrumental in bringing about the Environmental impacts Study: Water Softener Effects on Septic System Performance at Virginia Tech. DJ holds water and wastewater plant operators licenses in Maryland and Delaware and is certified through the WQA as a Master Water Specialist, a Certified Installer, and a Certified Operator. DJ is currently serving on the WQA Board of Governors as its Treasurer. After 20 years as a top EcoWater dealer, DJ bought his first Culligan Dealerships in 2011 and it was the best career move of his life! Currently, he owns and operates 5 Culligan dealerships in the Mid-Atlantic region and won the Emmett J. Culligan Award in 2013 and 2015 among other top honors. 22 CDANA Connection 2018 Special Convention Spring Issue PURE STYLE, PURE QUALITY PURE TOMLINSON

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Leaving a Legacy: Passing on the Gift of Ownership with Robert (Skip) Heffernan, Ken Clark & Cindy Cerro - 4:15 PM When you think about the future of your business and the employees you value, are you interested in rewarding the people that helped build your business? Is an ESOP a possible solution? Working together as a team and helping build the business through employee ownership has increased the new worth of all the employees at Culligan Total Water. Learn why Culligan Total Water is an employee owned business and how an ESOP works. We will take a realistic look at an employee ownership business model to help you understand if an ESOP is right for you. Selling the business to the employees was the right decision for Culligan Total Water.

ROBERT (SKIP) HEFFERNAN, CEO, BOARD PRESIDENT, AND TREASURER; ESOP TRUSTEE Skip Heffernan has been President of Total Water since 1993. He grew the business from $2.5MM to over $6MM in 10 years. Skip is also owner and President of Total Water of Baraboo, growing that business from $600M to over $1.6MM in 10 years. He has been in general management for 30 years in the water industry and 7 years previously in the construction industry. Skip has a B.S. in Electrical Engineering from Texas A&M University and an MBA from Harvard Business School. He served 4 years as on officer in the U.S. Air Force. He has coached the University of Wisconsin Men’s Rugby Team for 20 years. Skip is one of the three Trustees of the ESOP.

KEN CLARK, COO, TOTAL WATER TREATMENT SYSTEMS, INC. Ken Clark has been with Culligan Total Water for 18 years. His responsibilities include the day-to-day operations of the business, budgeting, strategic planning, and acquisitions. Ken has held multiple positions at Culligan Total Water including Industrial Sales/Engineer, Culligan Manager, General Manager, and Chief Operating Officer. Ken has an electronic engineering degree from the Wisconsin School of Electronics. Culligan Total Water is an Employee Owned business with 7 locations in WI, MI, IA, and IL.

CINDY CERRO, HUMAN RESOURCES MANAGER, TOTAL WATER TREATMENT SYSTEMS, INC. Cindy Cerro has been with Total Water for 15 years, serving over 90 employees and managing the Employee Stock Ownership Plan. Cindy is a certified Professional in Human Resources. Prior experience includes over 10 years in higher education, managing educational programs, and 5 years as an entrepreneur. She has been an adjunct instructor for Cardinal Stritch University and Madison College, teaching courses in Oral Communication, Psychology of Human Relations and College Survival Skills. She has a B.S. degree in Communications / Business from UW-River Falls, and a Masters degree from the University of Minnesota.

24 CDANA Connection 2018 Special Convention Spring Issue Golden Handcuff Planning with Mike Bannister, Michael Pendergrass & Matthew Hulse - 4:15 PM

MIKE BANNISTER, DEALER, TULSA, OK Mike Bannister graduated from Fort Hays State University in 1978 with a major in Marketing and Minor in Finance. Mike has been in the service industry for ten years in Management, Sales, and Service. Mike was a District Manager for Culligan International for four years and then bought the Tulsa Culligan twenty five years ago. Mike currently serves on the DAC.

MICHAEL PENDERGRASS, PRESIDENT, LEGACY PLANNING PARTNERS Mike Pendergrass is the President and Co-Founder of Legacy Planning Partners, LLC, a strategic affiliate of Premier Advisors Group, Inc., based in Oklahoma City, Oklahoma. In addition to providing organizational leadership and oversight of firm initiatives, Mike guides businesses in development and implementation of results focused solutions designed to ATTRACT, PROTECT, REWARD, and RETAIN top industry talent. Mike is married to his high school sweetheart, Christy, and together they do their best to keep up with their two children, Emma and Corbin. Mike invites you to grab a bourbon, your favorite cigar and join him for great conversation throughout the conference.

MATTHEW HULSE, RICP® Matthew Hulse is a lifelong Tulsan that spends his working days traveling the country helping small business owners discover the importance of protecting their most valuable assets, the business, and its employees. He focuses on three primary areas of business planning; employee benefits, key-executive benefits, and owner benefits. Whenever he is not breaking business owners away from the rest of the herd you can find him spending time with his wife, Paige, and his hunting companion, Koda, their chocolate lab. He also enjoys jamming on guitar, shooting waterfowl, perfecting his own craft beer, making it to the 19th hole, and cheering on the lifelong disappointing Kansas City Chiefs. Friday, April 27, 2018 Next Turning Crisis into Opportunity - 8:00 AM All regions of North America experience disasters. Some disasters are large scale, such as hurricanes, forest fires, and flooding. Others are more local, such as tornadoes, PFOA’s, or other contaminant alerts. In 2007, dealers have faced many of these disasters, and with the proper planning, resources, and execution, opportunities can result. Whether it’s educating consumers, good public relations, Culligan solutions, or providing goodwill trough charitable relief to victims, these are all valuable opportunities for your dealership. See what tools and resources are available and hear how dealers dealt with crises in 2017 in their local markets and turned them into positive opportunities through preparedness, response, and recovery.

SANDY SAPP, SR. MARKETING MANAGER, CULLIGAN INTERNATIONAL Sandy Sapp joined the Culligan Marketing team in 2011 bringing with her over 20 years of advertising/marketing experience the franchise/dealer arena. She is responsible for supporting the dealer network by providing marketing tools that help dealers grow their business. Sandy works closely with the various dealer sub-committees to ensure the materials represent the needs of the Culligan System. She is also part of the Culligan Cares Committee, which focuses on providing clean safe drinking water to those in need.

www.cdana.org 25 SPEAKERS Friday, April 27, 2018 Next Generation Committee Update - 9:00 AM The Next Generation Committee will discuss the success of their three sub-committee projects: New Sales App Demo, Live Chat, and Inventory.

JUSTIN RUPERT, DEALER, ALBION, MI Justin Rupert is the General Manager of Rupert’s Water Conditioning in Albion, MI. He has been working in the family business for four years. Justin started in sales, and then moved to GM of the Albion location in 2015. He enjoys working alongside his parents (Renne and Dennis) and wife (Mackenzie.)

TYLER STENSENG, DEALER, SAN BENITO, TX Tyler Stenseng is a second generation Culligan dealer, and has worked alongside his father, Win, in their business for the last 7 years. Tyler has a Bachelor’s Degree from St. Olaf College in Northfield, MN and an MBA from the University of Texas at Brownsville. He has attained the Master Water Specialist certification through the WQA, and is a Class III Water Treatment Specialist in the State of Texas. Tyler serves on the Next Generation Committee and Communications Committee for CDANA, and is on the Board of Directors of the Texas Water Quality Association, where he is currently serving as President. He enjoys the time he has with his wife Krystal, 2 ½ year old daughter, Emerson, and 6 month old son, Rowan.

KYLE MACUMBER, DEALER, MARLETTE, MI Kyle Macumber is a fourth generation Culligan Man. He graduated from Central Michigan University in May of 2013 and began his career at Culligan in Marlette. Kyle is currently the Manager of Sales and Customer Service for Cleanwater Corporation of America.

TROY MACUMBER, DEALER, MARLETTE, MI Troy Macumber is a fourth Generation Culligan Dealer, and works with his family in the Marlette office. The journey started as a college student, working summers and other breaks as a delivery driver and service tech. Upon graduation, Troy started full time in service/sales, and has been gradually working up since then. As a father of two and a husband, Troy and his family enjoy spending time watching or playing sports.

CHRIS LANE II, DEALER, HILTON HEAD, SC Chris Lane II joined his family Culligan dealership in Hilton Head, SC after graduating from University of South Carolina – Beaufort in May of 2012. After working summers and afternoons in the dealership throughout school and college, he started as a full-time route driver and service technician, before going into sales by 2013. In 2014, he took over as Operations Manager. In 2018, he was named General Manager. He is a second generation Culligan Man and serving his 3rd year on the Next Generation Committee.

26 CDANA Connection 2018 Special Convention Spring Issue BILLY BAUER, DEALER, OCALA, FL After attending the University of Central Florida and earning his Masters degree in business administration, Billy Bauer decided to start working with his father, Bill Bauer, in the Water industry. He started by running a bottled water route and learned the water business one step at a time. This included becoming a service manager for a time and eventually being the General manager at the Culligan of Orlando branch. Billy now works at developing 10 Culligan branches through building their sales structure, coaching, and training the Customer Support team, and researching new and innovative ways to bring our Culligan dealerships to the next level. Billy is constantly supported by his wife, Kimberly, and has two children, Cameron, age 2, and Gwenneth, age 1.

RJ EASTON, DEALER, WHEELING, IL R.J. Easton has been with the U.S. Water Culligan Group for just over six years, most recently as Director of Marketing and Business Development. He heads up the company’s marketing efforts and leads growth initiatives such as sales and customer service training, new lead generation, customer experience, and recruiting. Prior to joining his families Culligan business, he spent three years as Regional Sales Director for Transamerica, a life insurance and wealth management firm. He serves on the Federal Government Affairs Committee for the Water Quality Association, as well as the Culligan Cares Committee, and CDANA’s Next Generation Committee.

Paperless Office with Kyle LeMay, Eric Wold & Kelly Kastner - 10:30 AM UNCO Paperless Office initiative with the Packard organization presentation will cover the process of turning their organization into a paperless office machine. During the presentation, they will present the strategic plan of why they decided go paperless, how they now handle paperless office service calls, the challenges they face, the adaptation and successes, and the future of paperless for the entire company/dealership.

KYLE LEMAY, REGIONAL SALES LEADER, MINNETONKA, MN Kyle LeMay is a leader and resource for a team of Household Sales Representatives and General Managers for 20 locations in 5 states. He is also President of the Minneapolis Co-Op and has facilitated Culligan Sales Bootcamps and other Franchise dealer training across the system. Kyle has been on several task force initiatives supporting Culligan International and is currently on the CDANA Convention Committee. He has 28 years successful operations and sales leadership expertise in both the bottled water and household water treatment industry across the US.

ERIC WOLD, ACCOUNT MANAGER, UNCO DATA SYSTEMS Eric Wold is the Account Manager of Unco Data Systems. He has been involved in the water business since 2001. He came on board with the Packard Organization in 2013. Starting out in the plant and warehouse, going to Household sales, and then took a position with Unco Data systems in February of 2017. Since he has started his position with Unco Data Systems, Eric has converted numerous accounts to Unco’s advanced system, thus enabling new Unco customers to start their own paperless revolution in the industry. He strives to help enable his customers, old and new, gain the efficiencies and saints of paperless.

KELLY KASTNER, BUSINESS APPLICATION TRAINER, UNCO DATA SYSTEMS Kelly Kastner is the Business Application Trainer at Unco Data Systems in Minnetonka, MN. Kelly’s successful 25 year career in the water treatment and software industry started in Crete, NE as an Office Manager for Ron Corbett. This is where she learned her core foundation of Culligan and the water treatment industry. She later moved to Unco Data Systems in Minnetonka and continued learning and growing with the Packard organization. Outside of Unco she is currently a board member of the Minnesota Watercolor Society.

www.cdana.org 27 JOIN THE LEADER Do you own in the one or more PAPERLESS 9 dealerships? WAYS WE INVEST IN TECHNOLOGY REVOLUTION to get in the lead SOLUTIONS TO HELP YOU WIN MORE! Self-service paperless invoices and bills save paper cost and handling, and improves customer satisfaction. Ask how to convert your 123 Daily route activities are fully automated with smart-phone business to the technology. Remove Eliminate Stop using Unco Digital Network. obsolete dot-matrix continuous References available. software printers expensive Valuable accounting reports are available after a few clicks and forms report storage costs are reduced.

Training is provided so route personnel can update deliveries to optimize schedules thereby reducing delivery costs. 6 Automatic integration with bank accounts and payment 4 5 processing centers reduces accounting time. Use smart Send Adjust route phones for customers schedules on Interfaces with WaterWizzard™ Lead Tracking and customer paperless electronic the go information database inquiries to enhance sales and marketing processes receipts effectiveness.

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WaterWizzard TM Lead Tracking Navigator 800-729-8626 Manage the Sales Process We Help Your Business Flow Smoothly 28 CDANA Connection 2018 Special Convention Spring Issue JOIN THE LEADER Do you own in the one or more PAPERLESS 9 dealerships? WAYS WE INVEST IN TECHNOLOGY REVOLUTION to get in the lead SOLUTIONS TO HELP YOU WIN MORE! Self-service paperless invoices and bills save paper cost and handling, and improves customer satisfaction. Ask how to convert your 123 Daily route activities are fully automated with smart-phone business to the technology. Remove Eliminate Stop using Unco Digital Network. obsolete dot-matrix continuous References available. software printers expensive Valuable accounting reports are available after a few clicks and forms report storage costs are reduced.

ASK FOR A PROFESSIONAL 7 8 9 ASSESSMENT AND ESTIMATED QUOTE. Speed up Free up Operate every day employee with secured processes time for cloud based other work systems

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WaterWizzard TM Lead Tracking Navigator 800-729-8626 Manage the Sales Process We Help Your Business Flow Smoothly Food/Bev 10 11 12 13 14

BAM Betten Trucks Steelhead Aqua Finance/ Featherlite Advertising Culligan Finance 9 Crystal Mountain Products, Inc.

70 71 72 73 74 75 76 Performance US Resin Pro Products The Squincher Southwest Salt Polymer Product to 8 Water Products Corporation Company Solutions Intl. Market 56 57 58 59 60 61 62 SIP Cintas AM Products American ABT Mailcom Star Solutions Unco Data Technologies & Services Copper & Brass Systems

VOC Spacekap

Blupura / ZIP 1

C&I

7 Elga Products Purolite 42 43 44 45 46 47 48 WQA Vertex Water Sterling Stenner Pump American Water Enpress LLC AMBF Products Containers Co. Chemicals

28 29 30 31 32 33 34 Avista Tomlinson Compass Norland John Guest Clover Water ABS Technologies Industries Minerals Intl Coolers 6 Allied Purchasing 5 4 3 2

ViR Bardi s.r.l. GreenSky TradeWraps Urbans Aqua Food/Bev

30 CDANA Connection 2018 Special Convention Spring Issue Food/Bev 13 14 15 16 17

Aqua Finance/ Featherlite GBC Systems LaMotte Waterlogic Culligan Finance 18 United Salt 19 Silver Springs Bottled Water 77 78 79 80 81 82 83 Premier Tek-Collect Nevada Kennedy Arrow Mickey Truck AquaPhoenix Advisor Group Computer Communications Industries Bodies Scientific 20 Paragon 63 64 65 66 67 68 69 GA Murdock Reserve Filter Luminor Michaels VT Hackney Gold Cross Good Water Answering Systems Environmental Wilder Service Warehouse 21 VOC LAB

Household Deery of Ames

Brand Culligan Intl. 22 The Kissner Group Culligan 23 Cares 49 50 51 52 53 54 55 Next Waterite Watts Water WET Zircon Corp Resintech Viqua Oasis Generation Com. America Technologies Intl., Inc. International

35 36 37 38 39 40 41 24 Whitaker Optimized Stenseng Dart Chemical Better Water Foundation Precision LaChance Marketing.com Distributing Container Equipment Labs Industries Finance Installation 25 28 27 26 Cargill Salt Thank You Sponsors Arctica Watertight Waterways Industries Corp Food/Bev *Map Not Drawn to Scale

www.cdana.org 31 THANK YOU 2018 CDANA SPONSORS PLATINUM SPONSORS

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www.cdana.org 33

1887-0009_Steelhead_Ad8_5x11.indd 1 3/11/10 5:02:30 PM 2018 CULLIGAN AWARDS BANQUET Featuring Australia’s #1 Magician - James Galea

Friday, April 27, 2018 - Doors Open at 6:30 PM* *Please see the Registration Desk for Assigned Seating

James Galea is Australia’s number one magician. Constant television appearances (including: The Ellen DeGeneres Show, TV’s 50 Greatest Magic Tricks, TODAY, Morning’s with Kerri-Anne, Good Day LA, and The Footy Show), his own series Urban Magic and his recent role starring in the Discovery Channel series Breaking Magic have seen James in constant demand in his home country and internationally, both in the corporate arena and touring as a headliner world-wide (including the Edinburgh Fringe Festival, The World Famous Hollywood Magic Castle and The Melbourne International Comedy Festival). James is an award-winning magician, writer, songwriter, director, and producer. He resides in both Los Angeles and Sydney where he chases the sunshine (and rainbows).

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www.cdana.org 34 LET’S PARTY BY THE POOL at the 2018 CDANA Welcome Reception!

When: Wednesday, April 25, 2018 from 6:30 PM - 10:00 PM What to Wear: Business Resort Casual Cuisine: Cuban Market Location: Upper Pool Deck 1&2 Entertainment: Live MOD Squad Band with Live Karaoke

35 CDANA Connection 2018 Special Convention Spring Issue AWARD WINNERS Culligan International & CDANA Congratulate the 2017 Winners!

2017 HALL OF FAME INDUCTEES Amanda Caissie Deborah Hutchison Wayne Mumford Andy Evans John Starks Nora Shanahan – 2016 Inductee Carlos Mendoza Wade Currence

EJ CULLIGAN AWARDS

Waukesha, WI Yorkton, SK Blountville, TN Peer Group: High - 1 Peer Group: High - 5 Peer Group: Medium - 4 Fresno, CA Owner: John Packard Owner: Barry Coles Owner: Bob McCollum Peer Group: Low - 2 General Manager: Joseph Owner: Sepp Becker Landowski Wixom, MI Grande Prairie, AB Peer Group: Medium - 1 Peer Group: Medium - 5 Wilmington, NC Terre Haute, IN Owner: C.R. Hall Owner: Carl Linden Peer Group: Low - 3 Peer Group: High - 2 General Manager: Justin General Manager: Terry Boyd Owner: Bruce Anderson Owner: Steven Templeton Brazelton Adel, IA Fairmont, MN Brantford, ON Davenport, IA Peer Group: Medium - 6 Peer Group: Low - 4 Peer Group: High - 3 Peer Group: Medium - 2 Owner: Kevin Gillett Owner: Richard Johnson Owner: Robert Caissie Owner: Kevin Schlemme General Manager: Aaron R. Gillett General Manager: Chris Allum General Manager: Jeff Claussen Danbury, CT Alexandria, MN Joplin, MO Peer Group: Low - 1 Peer Group: High - 4 Peer Group: Medium - 3 Owner: Don Fuller & John Owner: Steven Senden Owner: C.R. Hall Capone General Manager: Joal Kamholz General Manager: Jason Keller General Manager: Shawn McDowell

LEADING EDGE AWARDS

C.R. Hall Jeffrey Kaat Kevin Schlemme Steve Gibson John Packard Robert Caissie Dale & Tony Mast Chuck Driessen Don Fuller & Robert Heffernan Bob Boerner John Capone

36 CDANA Connection 2018 Special Convention Spring Issue Congratulations to the 2017 Top Dealers!

LARGE MARKET Wixom, MI Newburgh, NY Houston, TX Fresno, CA Owner: C.R. Hall Owner: Don Fuller & John Owner: Robert Ruhstorfer Owner: Sepp Becker General Manager: Justin Capone General Manager: Brent Chinn Brazelton General Manager: Brian Warg Canal Winchester, OH Beaumont, TX Owner: C.R. Hall Plant City, FL Ramsey, MN Owner: Catherine Gilby General Manager: Tom Martin Owner: Dale & Tony Mast Owner: John Packard General Manager: General Manager: Brian General Manager: Bill DeBacker Matthew Gilby Ontario, CA Kennedy Owner: C.R. Hall San Antonio, TX General Manager: Bill Riggs Owner: Robert Boerner & Kristi Livermore, CA Calgary, AB Stanford Owner: Christian Ising Owner: Robert Caissie General Manager: Bill London General Manager: Tony Castro Brooklyn Heights, OH General Manager: Chris Allum Owner: C.R. Hall Waukesha, WI Dayton, OH General Manager: Dan Taylor Austin, TX Owner: John Packard Owner: Don Fuller & John Owner: Charles Driessen General Manager: Joseph Capone Easley, SC General Manager: Rhett Bosze Landowski General Manager: Dan Thomas Owner: Robert McCollum

Fort Myers, FL Danbury, CT Englewood, CO Winnipeg, MB Owner: Dale & Tony Mast Owner: Don Fuller & John Owner: C.R. Hall Owner: Jon Stewart General Manager: Tony Mast Capone General Manager: Tim Stutts General Manager: Shawn Albuquerque, NM Salt Lake City, UT McDowell Kingsland, GA Owner: Jeffrey Vinyard Owner: John Firmage Owner: Gregory Windover Manager: Rob Goff Quebec, QC Owner: George Martineau

MEDIUM MARKET Davenport, IA Wilmington, NC Kitchener, ON Napoleon, OH Owner: Kevin Schlemme Owner: Bruce Anderson Owner: Robert Caissie Owner: Lynn R. Wachtmann General Manager: Jeff Claussen General Manager: Chris Allum General Manager: Wayne Cape Girardeau, MO Michaelis Elmira, NY Owner: John Packard West Bend, WI Owner: John Packard General Manager: Danny Finley Owner: John Packard Baxter, MN General Manager: Jim Davis General Manager: Sandy Voight Owner: John Packard Stillwater, MN General Manager: LoAnn Saskatoon, SK Joplin, MO Owner: John Packard Reponen Owner: Lyndon Lesser Owner: C.R. Hall General Manager: Derek General Manager: Michelle General Manager: Jason Keller Packard Callaghan Union Grove, WI Owner: Donald Meredith Endicott, NY Grand Rapids, MI Spokane, WA Owner: Michael Karr Owner: Jeffrey Kaat Owner: Don Fuller & John St. Cloud, MN General Manager: Amber Daun Capone Owner: John Packard Salisbury, MD General Manager: Becky General Manager: Tim Gens Owner: DJ Shannahan Missoula, MT Stockstill General Manager: Randy Merrill Owner: Waunda Bravard Buffalo, MN General Manager: Perry Kokomo, IN Owner: John Packard Plymouth, WI Thomas Owner: Don Fuller & John General Manager: Mike Owner: Jeffrey Kaat Capone Bogatzki General Manager: Amber Daun Mechanicsburg, PA General Manager: Eric Creighton Owner: Kevin Eslinger San Rafael, CA Traverse City, MI General Manager: Tracy Loves Park, IL Owner: Richard Williams III Owner: Keith McCardel Eslinger Owner: Gina Larson General Manager: Gina Larson General Manager: Ray Lyon

www.cdana.org 37 Congratulations to the 2017 Top Dealers! (Cont’d)

SMALL MARKET Cranbrook, BC Belvidere, IL Enid, OK Worthington, MN Owner: Murray Floyd Owner: Randall Easton Owner: Sheryl Douma Owner: Nathan Holt General Manager: Ken Thomas General Manager: Scott Douma Grande Prairie, AB Broadview, IL Owner: Carl Linden Woodstock, ON Morro Bay, CA Owner: Donald Meredith General Manager: Terry Boyd Owner: Robert Caissie Owner: Robert Kitzman General Manager: Steve General Manager: Chris Allum Thurmond Blountville, TN Chickasha, OK Owner: Robert McCollum Kerrville, TX Owner: Shawn Wright Ida, MI Owner: Robert Boerner Owner: C.R. Hall Brantford, ON General Manager: Oscar Guelph, ON General Manager: Owner: Robert Caissie Ledezma Owner: Robert Caissie Justin Brazelton General Manager: Chris Allum General Manager: Chris Allum Battle Creek, MI Kalispell, MT Owner: David Jackson Lloydminster, AB Owner: Donald R. Dammel Owner: Robbie Kaschl General Manager: Anthony A. Greenville, MI General Manager: Sharen Kaschl Culligan International & CDANA Congratulate the 2017 Service Award Winners! Dammel Owner: Robert Heffernan General Manager: Ken Clark Terre Haute, IN Monticello, IA Owner: Steven Templeton Owner: Robert Heffernan Adel, IA General Manager: Ken Clark Owner: Kevin Gillett Orangeville, ON General Manager: Aaron R. Gillett Owner: Robert Caissie Ottawa, IL General Manager: Chris Allum Owner: Jerry McDermott Red Deer, AB General Manager: Apryl Owner: Sean Griffiths Linn Creek, MO McDermott Owner: David Crane

Congratulations to the 2017 Top Region Award Winners! Canada Great Lakes Central Southeast Household Household Household Household Amanda Caissie, ON Craig Prange, MI Phil Meyer, MO Rick Elie, OK Commercial/Industrial Commercial/Industrial Commercial/Industrial Commercial/Industrial Dennis Atkins, ON Richard Chamberlain, OH David Barnard, MO Doug Schweitzer, OK Bottled Water Bottled Water Bottled Water Bottled Water Mike Rand, ON Chad Friend, OH Chris Herzog, MO Ron Jackson, FL Northeast Upper Midwest Great Plains West Household Household Household Household Troy Campbell, CT Patrick Bearden, WI Matt Bump, KS Joshua Lindsey, CA Commercial/Industrial Commercial/Industrial Commercial/Industrial Commercial/Industrial Tom Herberger, NY Dennis Pittsley, WI D. David Doleshal, KS Chris Laramy, CA Bottled Water Bottled Water Bottled Water Bottled Water Thomas Davidson, NY Paul Pustina, WI Anthony Lawson, KS Rick Pinell, CA

38 CDANA Connection 2018 Special Convention Spring Issue Congratulations to the 2017 Top Dealers! (Cont’d)

Culligan International & CDANA Congratulate the 2017 Service Award Winners!

5 YEAR AWARD Josh Berryhill Larry Harned Cameron McCardel Jason Stehlik North Charleston, SC Danville, IL Traverse City, MI Plainview, TX

Timothy Bofo Justin Hurst Ryan Meyer Jay Trumbull, Jr. Miami, FL Santa Maria, CA N. Little Rock, AR Americus, GA

Jeff Boytim Jason Keller Greg Mollman Gregory Van Dyke Bossier City, LA Joplin, MO Oklahoma City, OK Defiance, OH

Michelle Callaghan Brad Kiper Brian Mollman Saskatoon, SK Freeport, IL Oklahoma City, OK

Keith Haas Michael Lambert Stephanie Moorman Perryville, MO Modesto, CA Belleville, ON

10 YEAR AWARD 15 YEAR AWARD Michael Anderson Nathan Holt Bronson Bosshamer Oconto Falls, WI Worthington, MN Kearney, NE

Eric Bresson Philip Kraus Rhett Bosze Crete, NE New York, NY Austin, TX

Raymond Fortier Grace Matlock Jerry Hellman Cochrane, ON Ada, OK Kearney, NE

Joe Gendrich David McCumber Perry Jahnke Ashland, WI Moncton, NB Olivia, MN

Stephen Hawn Lon Newell Tracy Sterling O’Fallon, MO Omak, WA Mcpherson, KS

20 YEAR AWARD

Mark Coffey Timothy M. & Kimberly R. Gail Sioux City, IA Wheaton, MN

Steve Edney Steve Langendoen Springfield, MO Niagara, ON

Vern Fletcher Moose Jaw, SK

www.cdana.org 39 25 YEAR AWARD Terry Boyd Grande Prairie, AB

Camren Fleck Bridgewater, NS

Chuck Futrelle, Jr. Goldsboro, NC

Tim Gens St. Cloud, MN

Jeff Gore Evansville, IN

Dan Halsted Merrillville, IN

Robert “Skip” Heffernan Madison, WI

Cameron Karger Mansfield, OH

Helen Parks Lebanon, IN

Erik Smith Brighton, CO

Everett M. Windover Colchester, VT

30 YEAR AWARD Hugh Grout Ottawa, ON

CR Hall Wichita, KS

Ronald Haynes Pella, IA

Joel Ladwig Jackson, MI

Jimmy Lewis Amarillo, TX

Brian O’Rourke Indianapolis, IN

James Phillips Muncie, IN

Connie Rishworth Olathe, KS

Dan Thomas Richmond, IN

Dan Zoucha Columbus, NE

40 CDANA Connection 2018 Special Convention Spring Issue 35 YEAR AWARD 40 YEAR AWARD Thomas Baumeister Robert W. Boerner Thomas Ruden Carroll, IA Kerrville, TX Roxana, IL

Cary Birch Brad Clayton Skip Wallace Fargo, ND Barrie, ON Emmetsburg, IA

James M. Downs III Jim Frankenfield Richard Wright Rocheste, IN Durham,NC Big Spring, TX

Mark Felton Gregory S.Gayler Sacramento, CA San Angelo, TX

45 YEAR AWARD 50 YEAR AWARD Joseph E. Adams Dean K. Peterson Patricia Croel Plymouth, IN Rexburg, ID Barstow, CA

Michael Carey Doug Knope Daytona Beach, FL Shawano, WI

John J. Eberhard Dale Mast Sparta, NJ Ft. Myers, FL

Kent T. Palmer Preston, ID

55 YEAR AWARD 60 YEAR AWARD Phil Stoner, Sr. W. Gordon Miller Hagerstown, MD Marlette, MI

www.cdana.org 41 5 WAYS to Evaluate the Dollars and Sense of TRACKING by Bill Kennedy, President and Crystal Sutheimer, Lead Data Analyst, Kennedy Communications

42 CDANA Connection 2018 Special Convention Spring Issue When Culligan first started to look at lead tracking, higher contacts has put renewed emphasis on call handling. Users now return on advertising investment was the ultimate goal. Since spend more time with smartphones than desktop computers. that time, tracking has evolved in many ways. In today’s And why not? The smartphone allowed consumers to have a consumer-driven economy, tracking is used to inform customer powerful search tool and computer right at their fingertips. experience, marketing efforts, and employee performance. Phone calls made up 67 percent of our tracked contacts in Tracking has become an integral part of business operations, 2017 and have been steadily increasing each year. Plus, those and it is essential to making educated business decisions. are just the tracked calls. There are additional calls made to the Companies who utilize analytics and data in their operations direct business line that miss most tracking systems, but are not only make more informed decisions, but show productivity still critical to a business’s success. Added together, phone calls and profitability rates 5 to 6 percent higher than their peers. remain the primary method of contact for your dealership. The handling of that initial phone call sets the tone for what So how can tracking increase revenue? the customer can expect from interactions with your business. 35 to 50 percent of leads will choose who they buy from based on who they speak to first. Make use of the recorded calls from tracking systems, like Kennedy’s Lead Hound, to make sure your phone is being answered promptly (no more than 4 rings), and in a courteous way. Having a positive first interaction is something the consumer will carry into their relationship with your company. Answering the call properly is essential, and the Customer Service Representative (CSR) should be experienced and knowledgeable enough that they may answer frequently asked questions. Customers are pressed for time, and they want answers as quickly as possible. As lead tracking evolves, we’re finding that major flaws in lead flow come from a siloed approach to lead handling. Everyone in the business should be part of your sales team. Figure 1: Source:https://www.comscore.com/Insights/Blog/Smartphone-Usage-Has- We have seen sales managers who believe that they Doubled-in-the-Past-Three-Years are the only person who should talk to leads. If you see yourself in that role, it is a signal that there needs 1. Better Customer Experience to be further training of those who answer calls. The person Every major customer relationship management (CRM) tool answering your phone needs to be trained on advancing the utilizes lead tracking. It is impossible to know how your team is conversation. A CSR who just says, “I’ll give him the message,” handling business unless you track their customer interactions. or “There’s no one here who can help you” is a detriment to your Today’s “monitoring” of client contacts is much easier than a business. Empower your customer relations team to be part of decade ago when web forms first became a new lead source. the sales journey and leads will increase. Culligan dealers were happy to see this new lead type, because the forms worked 24/7, were easy to route through the company, 2. More Business Through Review Tracking and seemed to be less time sensitive and grew to almost 50 percent Reputation Management of the contacts in the system. For a company like Culligan that When consumers search for a business, the number of reviews, had spent millions of dollars on Yellow Pages and had gotten average star rating, and how your business responds are all almost 100 percent of their contacts through the phone, this used to inform purchase decisions. When it comes down to new lead source seemed revolutionary. choosing which business to call, similar to Amazon online That all changed with the smartphone. Smartphone adoption ordering, potential clients research local businesses online and has now surpassed 80 percent, and its impact in customer use customer ratings and reviews to guide their decision.

“As lead tracking evolves, we’re finding that major flaws in lead flow come from a siloed approach to lead handling. Everyone in the business should be part of your sales team.” www.cdana.org 43 developing the best tracking strategies. Through tracking, you are able to evaluate the use of certain media or offers presented to determine which work best. Tracking helps you plan your media mix, strategy, and creative messaging. Based on your results, dollars can be reallocated from marketing that isn’t working to media that are more efficient.

4. Better Accounting With tracking contacts to sales, you are able to determine quality of contacts by source, as well as calculate your cost per acquisition and cost per closed deal. This thorough tracking allows you to see which days and times have higher call volume or result in more appointments, which can help you to reduce operational costs and determine how best to properly staff sales and service representatives. Tracking the products or combination of products that have higher sales at different times throughout the year, excluding sales incentive promotions, allows you to order the right stock at the right time. It also ensures that you are promoting the right products when the demand is the highest, leading to improved percentages. Monday, Tuesday, and Wednesday mornings from 6 a.m. to 10 a.m. see the highest traffic. Staff your business accordingly. Source: Google Analytics Figure 2: Source: Google Maps

Google, Yelp, Facebook, and other review platforms are highly visible to the public. In addition to looking at the top and lowest-rated reviews, customers want to know how a company will respond to complaints and feedback. In the example above, consumers would have more information from the first listing with 92 reviews and a 4.9 star rating compared to the other two listings with only three and seven reviews. But aside from customer-facing metrics, review tracking gives managers line of sight into the customer experience and performance of their employees. Using customer feedback and sentiment, managers can isolate the biggest pain points and address the issues to not only retain existing customers, but help convert and keep new ones. For example, if the overall user sentiment is that customers don’t receive responses to calls or emails in a timely manner, that issue can be easily discovered through review tracking and subsequently addressed.

3. More Efficient Marketing

“I know half my advertising is wasted, I just don’t know which half.” - John Wanamaker

Mr. Wanamaker’s plea was the driving force for much of the early adoption of lead tracking in the Culligan system. Dealers wanted to know if their advertising Figure 3: Source: https://en.wikipedia. org/wiki/John_Wanamaker dollars were spent wisely. That is why agencies like KennedyC are right in the middle of Fig. 5 The Time of day that web users visit your site. Phone call patterns follow the web patterns.

44 CDANA Connection 2018 Special Convention Spring Issue 5. Better Business Decisions Better business decisions are made from better data. Regardless of the tracking system used, the quality of the data comes down to the accuracy and consistency of data entry. Too often the responsibility for data entry is in the hands of most recent hires. We therefore often rely on data that hasn’t been logged properly, if at all. In addition to proper data entry tracking, properly tracking follow up with contacts results in higher conversion rates. It is a best practice for your sales force to follow. In a report titled, “Sales Lead Response,” written and researched by Velocify.com, it was determined that sales leads were not converting as a result of sales reps giving up too soon or not even trying to contact the potential customer. Through tracking they found:

• 33 percent of leads never received a call. • 91 percent of leads didn’t receive an optimal number of calls (most converted leads are contacted by the sixth call). • 95 percent of leads didn’t receive an optimal number of voicemails (you are 34 percent more likely to convert after leaving two voicemails - but leaving too many voicemails can be worse than not leaving any). • Calling a lead within one minute of an inquiry more than doubles conversion rates, but only 7 percent of prospects received a call within one minute.

When Kennedy Communications created our data team, we made a commitment to be more than a marketing agency - we doubled down on being a marketing partner. Data is flowing everywhere. Our mission is making sense of this data to help you improve your business. Stenseng Distributing Inc.

Sources & Resources • https://hbr.org/2012/10/big-data-the-management- revolution Higher Quality & Longer Life. • https://www.smartinsights.com/mobile-marketing/ mobile-marketing-analytics/mobile-marketing-statistics/ Simply The Best in the Industry Period! • https://hbr.org/2012/10/making-advanced-analytics-work- for-you • https://www.inc.com/gordon-tredgold/7-ways-data- analytics-can-boost-your-business-growth.html • https://www.ibm.com/developerworks/community/blogs/ c8afc305-d5ca-4a4f-9542-68c96118ea2e/entry/Impact_of_ MADE IN THE USA Analytics_in_Financial_Decision_Making_Evidence_ from_a_Case_Study_Approach?lang=en • https://www.entrepreneur.com/article/243450 No Price Increase for FilmTec Membranes in 2018 • https://www.thebalance.com/how-to-answer-the-phone- New SDI-BW2012-AC36 & SDI-BW2012-AC50 Brackish Water Culligan AC properly-2947153 ,H30 & 50 GPD Compatible Elements. Made in the USA by Applied Membrane • https://www.convirza.com/blog/basic-call-tracking- Inc. with a 98% plus rejection, higher product water production & 20% more actual FilmTec Brackish Water membrane material than the now obsolete metrics-follow-best-leads FilmTec BW30-2012-30 & TW30-2012-50 Elements • https://www.mediapost.com/publications/article/302660/ getting-from-sales-lead-to-response.html ShurFlo Pump Distributor of 50, 100, 150 & 200 GPD RO Booster Pumps, small • Wikipedia photo credit 1.2 to 3.3 GPM Demand Pumps & March DI Recirculation Pumps.

Order Toll Free 800-247-5956

Stenseng Distributing Inc. 956-399-2910 | Fax: 956-399-1785 | E-mail: [email protected] www.stensengdistributing.com

www.cdana.org 45 YOUR DEALER LOCATION IS GEOGRAPHICALLY LIMITED. Your

Doesn’t Need to Be Digitalby Devon Moore, BAM ContentVoice Specialist . How BAM Advertising Drives Local Content to Enhance User Experience (and Foster Lead Growth)

The relationship between Culligan dealers and Culligan International (corporate and franchisee) is like any marriage: a symbiotic partnership defined by the ability to properly communicate, share common goals, work through disagreements, and ultimately together achieve rich and rewarding results through a proper balance. So, how is this any different from any local dealer’s online presence in the noisy digital world within their PAR and beyond? How should that relationship be defined and evolve? As a small business operating under the guise of a corporate entity, balancing thought leadership of a successful enterprise company with independent, locally owned and operated, big and small town dealerships, while keeping its digital fingers on the pulse on their respective communities is paramount.

46 CDANA Connection 2018 Special Convention Spring Issue BAM thinks you can have your water…and drink it too In anticipation of the 2018 branding initiative, BAM Advertising hired a dedicated staff to maximize its ability to bake digital content throughout numerous disciplines both new and currently in place. At the outset of introducing 30-plus dealers into a newly expanded digital program, we set out to tackle an oft-overlooked task of combining 80 years of corporate expertise with local, market-specific content. Our main goals included driving more organic local traffic, providing shareable bedrock and local content on social media, and increasing site authority with web traffic, while also pulling more leads through content relative to local audiences outside of traditional paid media. By doing so, BAM gives dealers a local voice that its respective neighbors can lend an ear to…and learn about what Culligan does for its customers and related benefits of its experience and its industry-leading water treatment products. But do we really know what our potential customers are listening for? BAM continually repurposes and expounds upon bedrock Market-specific content, such as “What’s in Your Rocky content with local angles. Flow content (content with a short Mountain Water” for the Denver area, shows the dealer’s ability shelf life designed with a local news angle to inject a sharp burst to connect with its community. Conversely, “Copper Pipes: A of web traffic), has shown that dealers have their fingers on the Potential Risk to Your Water Supply” is not geographically pulse of their area. relevant; however, it doesn’t need to be. It is a possible area of concern for a broad base of homeowners in Anytown, USA. We When you live near Hollywood, you should go to the movies feel both areas of messaging serve a vital purpose. We have localized the blogs with pertinent news topics, varying Nearly 1,000 visitors visited the copper pipe post as a titles, and content of broad topics with similar body content sponsored Facebook ad, while it achieved a relevance score of elements combined with a local feel. 10/10. For example, “Los Angeles: PFOA in Your Water, and What It Means”, has snippets of universally relevant facts, combined Here’s why balancing local and broad water content helps with local excerpts you wouldn’t see in similar articles in the to cast a wide net Midwest or East, designed to keep the Los Angeles reader Water quality can be a locally subjective topic, but BAM engaged through familiarity: understands its limited scope, with respect to a handful of local “Teflon is still a widely criticized entity, as a new news items, such as boil water alerts, which we do rely on. documentary, “The Devil We Know,” premiered at the Sundance Many different markets have similar issues. When we run a Film Festival in January, and a follow-up piece was done by the post that discusses the effects Northern California wildfires Los Angeles Times shortly thereafter.” could have on Southern California homes, we understand this In closing, digital and social messaging should be driven by a would generate interest from all Southern California dealers. combination of local and industry-related content relevant to Conversely, our friends in upstate New York may not find the anyone who relies on water. And that’s all of us and that’s the same relevance. key. If content can pull potential customers into a Culligan BAM’s dedicated strategy for striking balance in dealer dealer’s “PAR” of influence, agencies can do a better job of content centers around: (1) establishing bedrock content and educating local residents and converting those individuals into (2) localizing content. customers. These customers are the ones that we refer to as Exhibit A for bedrock content (content with a long shelf life being “higher in the funnel” and not those ready to buy now or that is unlikely to expire) is BAM’s 3.0 website solution center even familiar with the products dealers install. page updates, which provides extensive information on base topics that any regional Culligan site needs to show as a source But the times they are a-changing… of authority on water treatment (why hard water is a problem, This year, voice-based queries via the likes of Google and Alexa what is arsenic, iron in my water, and what different kinds of will produce longer, conversational search terms. iron are there, what is that rotten egg smell, chlorine, etc.). We anticipate a shift in voice search from the margins to the center, and are actively preparing to optimize content messaging BAM also works diligently on its own balance: Content and SEO for bedrock AND local terms that reflect voice-based queries, in Additionally, this content helps with search optimization, as an effort to turn up answer box placements, as well as better storefronts – particularly in the home improvement variety – are overall results. affected by local SEO based on search location. Likewise, these In 2018, BAM aims to focus on adjusting to overall changes in pages keep bedrock content housed in an organized, accessible consumer behavior, while keeping the same overall strategy in manner for better user experience, as opposed to collecting dust balanced digital content that has already shown positive returns under a pile of newer articles housed in the blog. in digital engagement.

www.cdana.org 47 MARK YOUR CALENDAR for the

C&I FORUM THIS JUNE Plan to meet in Rosemont for an informative and educational meeting focused solely on Commercial and Industrial business. This is the perfect opportunity to hear from experts, network with your peers and learn about the tools and resources that will drive success. There will be learning opportunities for everyone, whether you are in Management, Commercial Sales, Commercial Service, or Marketing. You can choose from 14 difference breakout sessions led by the Culligan team and your fellow Culligan C&I dealer experts as they share their expertise and success stories as panel members. In addition to the breakout sessions, you will have an opportunity to engage and network with your peers and key vendor partners that support Culligan’s C&I business at the Vendor Fair/Welcome Reception on Monday evening.

Owners, Sales Managers, Service Plan your travel arrangements to arrive on Monday Who Should Attend: Travel: Managers, Commercial Service Techs, and C&I Sales Reps afternoon and leave late in the day on Wednesday.

No cost to attend, registration is required. Registration Fee: HOTEL Online registration can be found on CPort (link from Home Page $189 per night Discounted Room Rate: Hot Topic). A cancellation fee will be charged for any registration Available until Monday, June 4, 2018 or until guestroom block is cancelled after 6/4. sold-out

$10 per car/per day AGENDA SNAPSHOT Discounted Parking: Monday, June 25 ELGA ½ Day Training 1-5 pm Optional) Complimentary guestroom Amenities: Vendor Fair/Welcome Reception internet Free Shuttle Service to/from Tuesday, June 26 General Session Chicago O’Hare Airport to Breakout Sessions Hilton Lunch Breakout Sessions Link to Online Hotel Reservations is On-Line Reservations: Libertyville Tour & BBQ in CPort

Wednesday, June 27 Breakout Sessions 847-678-4488 (Reference Culligan Phone Reservations: Lunch C&I Forum) Closing General Session/ Recognition

48 CDANA Connection 2018 Special Convention Spring Issue Continued on page 50 Purolite is a team of chemists, engineers, scientists, researchers and People. support specialists who provide the With offices in over 40 countries, our team is agile. best products and technical solutions We have the largest, most knowledgeable sales force for your application. Thinkers and in the industry with one common goal—to be there doers, we never stop working to solve when you need us. the challenges that you and your customers face each and every day. Passion. Through our 30+ year supplier partnership, Purolite has worked Like you, we are passionate about water and water side by side with the Culligan Dealers treatment. Through system optimization, technical across North America. You can count training and the most comprehensive resin-based on Purolite to deliver the best ion portfolio in the industry, we help your business grow. exchange, adsorbent and specialty resins for water treatment—from softening and demineralization to Purpose. selective products for arsenic, PFCs, We are your partner. We continually innovate to help nitrate, organics, tannins and metals. solve the challenges that you encounter—getting you the best products with on-time, worry free delivery. For resin solutions that create clean water in domestic, commercial and industrial systems…

Just Ask Purolite. www.purolite.com

Culligan2018_FullPage_NoBooth.indd 1 2/13/18 2:01 PM Hilton Rosemont/Chicago O’Hare Location: than just the price! Hear tips shared by top performers that 5550 N. River Road helped define their water treatment solutions to win. Rosemont, IL 60018 C&I BASICS In order to avoid charging attendees a registration fee to Facilitator: Jim Stewart, Steve Hibbard attend the forum, we negotiated meeting space at the Hilton By understanding and having a thorough knowledge of the through a guaranteed room block. To meet that guarantee and water treatment applications in the commercial space, you can avoid additional meeting room charges, we are requesting become a respected and valued resource for the commercial attendees stay at the Hilton. business. In this session, we will cover the commercial vertical You can find complete information and on-line Forum markets and common applications including health care, registration on CPort. Link from the Hot Topic on the home page hospitality, food service, manufacturing and education/ or link from the C&I Sales page under the Sales & Marketing tab. institution. Based on this knowledge, you will be able to have a Be sure to reserve your room and register today to meaningful discussion about how Culligan can be a partner and secure your spot! create value for the commercial customer.

C&I FORUM BREAKOUT SESSION TOPICS C&I LEAD STRATEGIES FOR YOUR MARKET Facilitator: Frank Mochak, Michael McFarland Advanced C&I Sales Facilitator: Ed Orvidas, Hugh Miranzadeh, Trey Eppes Create lead generating opportunities for C&I growth in your This session will identify the markets that are considered market utilizing effective tools for focused sales activity. Industrial, for example Food & Beverage, Oil & Gas, Power and Expanding the scope of your service/route team to partner in Pharmaceutical. This session will provide examples of the type developing current customer marketing strategies. Management, of projects that Culligan consistently wins. We will discuss how sales, key service technicians should attend this TEAM centered you can get started in developing these relationships and what approach to C&I market growth. are the best practices and strategies that enhance your chances of winning these projects. C&I PRODUCT APPLICATION – MEMBRANE TECHNOLOGY Facilitator: Jim Stewart, Stephen Paternal and Hydranautics Sales Representative Bid-Spec Market Strategy Facilitator: Chris Sopiarz, Construction Connect Rep Reverse osmosis (RO) systems can help commercial and In the commercial and industrial channel connecting with the industrial customers improve energy efficiency, reduce chemical right people and project in the construction industry is a costs and consumption, minimize wastewater and improve primary way to generate leads. In this session we will cover resource sustainability. In this session we will cover RO design how to develop a two-fold push and pull Bid-Spec strategy. We best practices using RO projections, pre-treatment requirements, will discuss how to develop relationships with architects and Culligan’s E/M/IW product line, and advantages of partnering engineering firms through lunch and learns and get Culligan with Hydranautics to provide the best customer solutions. equipment specified in building projects. We will also cover the Construction Connect tool that offers comprehensive and timely Bid-Spec project information including access to key C&I PRODUCT APPLICATION – PRE-TREATMENT contacts, plans, and specifications, help you organize and Facilitator: Melissa Neckopulos manage project opportunities and maximize your sales efforts For commercial and industrial customers, softeners and filters and increase productivity for your dealership. in our pre-treatment product line is the first step to help reduce scale, extend the life of equipment down the line, reduce BOILER/COOLING TOWER APPLICATIONS maintenance costs, and help meet consistent production Facilitator: Ed Orvidas/Brannon Eldridge requirements. In this session, we will cover how to determine Boiler and cooling tower water treatment is one of the the type of pre-treatment based on feed water conditions at your most common applications in the water treatment industry. customer site and Culligan softener and filter product line By understanding the terms, calculations, and rationale features and options. The knowledge from this session will help we can effectively explain how a Culligan solution impacts you recommend a softener or filter system based on the unique energy cost saving thus creating the ROI. This session will needs of your customer. cover how to use these tools effectively for boiler and cooling tower applications. DEPLOYMENT PROCESS IMPROVEMENT (SDP) Facilitator: Frank Mochak BUILDING A WINNING PROPOSAL Hear about the business process used by Culligan International Facilitator: Michael McFarland and some Culligan dealers to organize, manage and execute Panelists: Bobby Sanders, Marcus Montez their strategy. Come learn more about a simple and very Hear how to define the critical components of your proposal in effective way to stay on top of the key priorities within your order to present a professional and custom solution. It is more dealership. SDP involves your entire team in the planning and

50 CDANA Connection 2018 Special Convention Spring Issue Continued on page 52 introducesAmerican New Business Google MapsSystems, and DMS Inc. Plus™ route optimization technology.

→ ABS Can re-route your database → New “suggest a route” technology → Dashboard for route analytics → Route balancing

ABS is the leader in software for the water Industry and we are constantly developing new technology to further your business. Call to see what ABS can do for you!

American Business Systems, Inc. 155 Revere Drive Suite 7, Northbrook, IL 60062 847.291.1590 • Fax 847.291.0004 • [email protected] • www.abscorp.comwww.cdana.org 51 execution of targeted actions to achieve your goals. Hear from several dealers who have already implemented the program and are having great success.

ELGA Facilitator: Matt Burns, ELGA Sales Representatives Session attendees will get an overview of where and how to prospect for ELGA projects. Learn common laboratory and high-purity water industry jargon, common analytical lab applications, and most importantly, how to utilize ELGA partners to beat the competition, sell equipment, and earn profitable service contracts for your business.

HIGH PURITY WATER PRODUCT APPLICATION Facilitator: Chris Sproull, Chris Hampton This breakout session will provide a very basic foundation for high purity water applications. For example, what are the vertical markets, what are typical discovery questions, what are typical materials of construction, recirculation loops, and microbiological control. This will help you conduct meaningful conversations with a pure water customer.

MARKETING TOOLS/RESOURCES Facilitator: Erv Rokosh, Sandy Sapp Session participants will hear about all the tools and resources that support the C&I business channel and where to find them. Hear about the resources on CPort, Culligan.com, and see a live demonstration of the newly updated Commercial & Industrial iPad Sales App.

PREVENTIVE MAINTENANCE Facilitator: Mike Pederson, Jeff Manwarren As a dealer, you can provide an end-to-end water treatment solution for your customer by incorporating additional services, such as preventative maintenance contracts and service agreements. These options can be integrated into a Culligan system or augment a customer’s current water treatment system. In this session, we will cover how to build a recurring revenue stream for your dealership by incorporating maintenance/ service agreements and help your customer maintain the efficiency of new and existing equipment.

WEBCAAP Facilitator: Matt Burns WebCAAP provides a straight-forward process to size and select standard Culligan equipment for your projects. This session will run through several applications of WebCAAP from beginning to end, starting with entering a water analysis and finishing with a professional proposal quote document. Whether you are new to WebCAAP or a frequent user, you will leave with new skills critical to your commercial business.

52 CDANA Connection 2018 Special Convention Spring Issue CDANA IN MOTION

Transfer operation to a backup pump with Stenner’s S Series. Jacksonville, FL — Built to NEMA 4X for the brushless DC motor has ball demanding commercial or industrial bearing support. Agency listings applications, the Stenner S Series is include NEMA 4X, NSF 61 & 372, an advanced peristaltic pump which cULus indoor/outdoor and CE IP65. can be monitored and fine-tuned to fit Go to [email protected] for more the application. Select from multiple information on the S Series. modes of operation and programmable performance About Stenner indicators for efficient interface with Established 1957, Jacksonville, process control systems. Set the Florida, USA. The Stenner Pump password protection to prevent Company manufactures peristaltic unauthorized access. metering pumps for reliable and Operational modes include accurate dosing of liquid solutions scalable 4-20mA or 0-10VDC input, for disinfection, pH adjustment, iron Hall Effect (frequency), PPM stain removal, animal health, feed, pulse, and timer functions. corrosion, and scale control and Program up to three output relays more. Choose a robust or compact in response to conditions such as pump or a pre-packaged tank or tube leak detection, motor drive meter system to treat problem water fault, process alarms, or even or inject additives into an industrial transfer to a backup pump. process; all with 3-day lead times. Tube replacement without tools Stenner’s product line includes is standard with Stenner pumps and variable speed, proportional, flow the S Series is equipped with the patent pending QuickPro® activated, 1:128 medicators, and electromechanical pumps, tank pump head. The totally enclosed pump is outdoor rated and systems, meter systems, and pump accessories.

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www.cdana.orgwww.cdana.org 5323 ADVERTISERS’ INDEX

5, 17, 51 American Business Systems, Inc. 52 J.H. Verneco, Inc. 23 Tomlinson 155 Revere Dr., Ste. 7 P.O. Box 811 13700 Broadway Northbrook, IL 60002 515 Golden Ave. Cleveland, OH 44125 847.291.1590 Columbia City, IN 46725 216.587.3400 Fax: 847.291.0004 800.837.6326 216.587.0733 [email protected] Fax: 260.244.3540 [email protected] www.abscorp.com [email protected] www.tomlinsonind.com www.abetterairgap.com 45 Allied Purchasing 21 TradeWraps, LLC. P.O. Box 1249 53 Polymer Solutions International 9014 Hornbaker Rd. Mason City, IA 50401-1249 9 Roxbury Dr. Manassas, VA 20109 800.247.5956 Medford, NJ 08055 703.659.6200 Fax: 800.635.3775 609.714.3390 Fax: 703.552.1324 [email protected] Fax: 610.356.6327 [email protected] www.alliedpurchasing.com [email protected] www.tradewraps.com www.prostack.com 52 Betten Trucks 28-29 UNCO Data Systems, Inc. 1790 Highway A1A #204 49 Purolite 6030 Culligan Way, Ste. B Satellite Beach, FL 150 Monument Rd. Minnetonka, MN 55345 800-247-3999 Bala Cynwyd, PA 19004 952.908.2222 Fax: 321-777-5523 800.343.1500 Fax: 952.908.2230 [email protected] Fax: 484.384.2764 [email protected] www.bettentrucks.com [email protected] www.uncodata.com www.purolite.com 13 Cargill Salt 55 United Salt Corp. 9380 Excelsior Blvd. 35 Reserve Filter Systems 4800 San Felipe Hopkins, MN 55343 2146 Enterprise Pkwy. Houston, TX 77056 608.318.0164 Twinsburg, OH 44087 713.877.2600 Fax: 952.367.1690 330.425.8668 / 1.800.553.2777 Fax: 713.877.2664 [email protected] Fax: 800.363.9091 [email protected] www.cargill.com/salt [email protected] www.unitedsalt.com www.reservefilter.com 56 Compass Minerals 40 US Resin Company 9900 W. 109th St., Ste. 600 33 Steelhead P.O. Box 31219 Overland Park, KS 66210 13022 Moursund Blvd. Phoenix, AZ 85046 800.473.7258 San Antonio, TX 78221 888.565.1102 Fax: 913.345.0309 800.966.7471 Fax: 888.462.1101 [email protected] Fax: 210.628.1818 [email protected] www.nasalt.com [email protected] www.usresin.com www.eSalt.com www.steelheadinc.com 34 Western Square Industries 2 Culligan International 7 Stenner Pump Co. 1621 North Broadway 9399 West Higgins Rd., Ste. 1100 3174 DeSalvo Rd. Stockton, CA 95205 Rosemont, IL 60018 Jacksonville, FL 32246 209.944.0921 847.430.2800 800.683.2378 Fax: 209.944.0934 Fax: 847.430.1519 Fax: 800.329.1339 [email protected] [email protected] [email protected] www.westernsquare.com www.culligan.com www.stenner.com 40 Whitaker LaChance 9 Deery Bros Ames IA 45 Stenseng Distributing, Inc. 2176 East Centre Ave. 1700 SE 16th St. P.O. Box 1029 P.O. Box 1806 Ames, IA 50010 San Benito, TX 78586 Portage, MI 49081 Cell: 515.298.3386 800.526.9837 269.324.7700 Office: 515.509.2875 Fax: 956.399.1785 Fax: 269.324.5660 [email protected] [email protected] [email protected] www.deeryames.com www.stensengdistributing.com www.whitakerlachance.com

54 CDANA Connection 2018 Special Convention Spring Issue

CDANA PRSRT STD U.S. POSTAGE PAID

MAGAZINE FOR THE CULLIGAN DEALERS ASSOCIATION OF NORTH AMERICA, INC. AUSTIN, TX CONNECTIONCulligan Dealers Association of North America PERMIT NO. 2515 625 West Market Street Salinas, CA 93908 USA

Give your customers a taste of something more.

® Offer Culligan® and K-Life Water Softening Products Consumer demand for sodium free water softening products is rising. At Compass Minerals we understand that. That’s why we offer not only Culligan Water Softener Salt, but also K-Life Sodium Free Water Softener Crystals. By having both products in your line you can meet the needs of all your customers, and take a taste of higher profitability for yourself.

Compass Minerals – your single source to meet all of your customers’ needs.