Course Description

Course Description Page
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Wednesday, August 18th, 2021 
9:00 AM CST - 4:00 PM CST 

About the Instructors

With well over 10 years of marketing and employee engagement experience under her belt, Crystal has an out-of-the-box way of thinking that draws attention to her marketing strategies and community involvement. Her always enthusiastic attitude makes it easy to get excited and rejuvenated to grow service companies to their fullest potential. She is a devoted wife, mom of two boys, and a member of the local Rotary Club.
With a passion for the Service Industry, Crystal grew up in the heating and air conditioning world with her family HVAC business in east Texas. She thrives on helping family owned and operated businesses grow to their potential and create superior company cultures with engaged employees.
Crystal is a 2005 graduate of Stephen F. Austin State University with a degree in communications.  In 2018, Crystal was selected as Service World's Woman of the Year and she continues to be involved in both McWilliams and Son Heating and Air Conditioning and her newest adventure, Lemon Seed Marketing; a holistic approach to helping contractors create, implement and track successful marketing plans for their businesses.


Service Nation, Inc. 

*ONLINE* August 18, 2021 - Market Dominance Through Branding and Private Label

This free exclusive class is only available for
Service Nation Alliance and Retail Contractor Coaltiion members. 

Interested in joining Service Naiton Alliance or Retail Contractor Coalition? 
Call the Service Nation Member Experience Team at 877-262-3341!

Who this class is for:
While any Service Nation Alliance or Retail Contractor Coaltion member who is interested may attend, the target audience for this class is:

Business Owners and Marketing Managers
What the class will cover:

When shopping for HVAC equipment, 80% of consumers have no loyalty or preference toward the brand of the equipment being installed. They do however have a strong desire to pick a local company that they trust and feel good about. How can you make sure they call you when the time comes? It's all about YOUR brand.

Successful contractors and branding experts, Ben Stark and Chris Hunter, will explain how they built the highly-visible brands for their 4 companies, and how you can do the same. Part of their success comes from selling their own company-branded equipment line, and they'll detail the best practices you can use to build and sell your privately labeled equipment.

These are some of the topics they'll cover in this 2 day class:

  • Developing your brand from the ground up
  • The best ways to differentiate your company from the competition
  • Developing a marketing culture
  • Go-to-market strategies for large and small markets
  • Low cost marketing programs
  • How to use Social Media to build your brand
  • Selling your private label
If you think all this doesn't apply to your plumbing or electrical company, you're wrong. This is something every contractor should attend. Don't miss it.

What you need to bring:

It's always useful for attendees to bring a laptop or tablet, as well as relevant numbers from the business to use in class.

User Cancellation Policy

Free Classes (Service Nation Alliance Members ONLY)
No fee if notified at least 10 business days prior to event.

$499 fee per registrant if notified less than 10 days prior to event, or if registrants don't attend.

Paid Classes
100% refund if notified at least 10 business days prior to event. 
No refunds if canceled less than 10 days prior to event, or if registrants do not attend.

To cancel attendance for any training event, call 877-262-3341 or send an email to with course title, start date, and registrant's names.

Service Nation Class Cancellation Policy:

On occasion, due to unforseen circumstances, or for circumstances beyond our control, a class may have to be cancelled. We will avoid these cancellations if at all possible.

One of the causes of a cancelled class may be low enrollment. If a class does not meet the minimum enrollment (can differ by class and circumstance) by two weeks prior to the start date, SNA reserves the right to cancel or reschedule the class. You can help prevent this situation by enrolling in classes early.

In the event of a cancellation, you will be notified of the cancellation, and any funds paid will be refunded.