< Previous10 FEBRUARY 2018HIGH PERFORMANCE HVAC TODAYon a strong reputation for customer service. He already established a do-it-right-the-first-time work ethic. And both companies grew.CHANGES WERE A-COMIN’The HVAC industry itself under-went significant changes in those early years, especially with the advent of af-fordable residential air conditioning, changing technologies, and increasing comfort demand. Kris Knochelmann, who worked in his father’s company since high school, says he learned about the im-portance of integrity and providing quality workmanship during those years. He worked in the office as a dis-patcher, service manager, and finally, as general manager.John Knochelmann’s sons and son-in-law partnered up and bought the company in 1991. Then, in the mid-1990s the industry was challenged when Wall Street took an interest and began investing in HVAC consolidation companies. They were buying HVAC compa-nies all over the country for high multiples. Many contractors took advantage of such offerings as part of their exit strategies.Kris Knochelmann says, “In 1997, I was part of our family group that sold the old business to a corporate chain that became part of Service Experts. I worked to grow that business and provide excellent cus-tomer service to an expanding cus-tomer base.”PASSING THE SCHNELLER BRAND TO KNOCHELMANNAfter nearly 10 years with Service Experts, Knochelmann explains that things began to change, and in early 2011 his position was eliminated.“I was asked to take a job that re-quired less interaction with customers and co-workers. With 48 hours to de-cide, it was time for me to move on. I de-The story of Schneller Plumb-ing, Heating, and Air Condi-tioning is really the story of two families, two companies, and fate that brought them together. The first family are the Schnellers – Rudy and his wife Jean – who started their family plumbing busi-ness in Cincinnati, OH in 1928. That was a big year, historical-ly. It was the year that Alexan-der Flemming discovered peni-cillin and Amelia Earhart became the first woman to fly solo across the At-lantic. It was the year Walt Disney in-troduced his most famous character, Micky Mouse, in an animated short film called Steam Boat Willie.The Schnellers launched their com-pany just one year before Wall Street collapsed setting off the Great Depres-sion. Those early struggles, and a need to do things right, lead Schneller to build his company based on a strong customer service reputation.The second family are the Knochel-manns. John Knochelmann started his plumbing and HVAC business in Cin-cinnati in 1968. He also built it based CONTRACTOR SPOTLIGHTBy Mike WeilSchneller Plumbing and HVAC-- A Legacy of PerformanceFEBRUARY 2018 11HVACTODAY.COMof that, Schneller has memberships in a number of HVAC Industry trade associations, including Air Condition-ing Contractors of America, Plumb-ing-Heating-Cooling-Contractors As-sociation, the Kentucky Association of Master Contractors, and Nexstar.In addition, Knochelmann says reading is also so important. He reads most of the trade magazines that serve the HVAC industry and encourag-es people on his team, especially his managers, to do the same.“I think there is just so much infor-mation available. We need to force our-selves to get off Facebook and other so-cial media, and take an opportunity to read more and learn. There really is no such thing as too much education.”IMPLEMENTATION: WHERE THE RUBBER MEETS THE ROADSo many industry experts will tell you that education is vital, but is all for naught if you don’t figure out how to implement what you learn into your company culture, and processes. Kris Knochelmann agrees. He says when it comes to standing out in your market-place, you need to solve customer prob-lems in ways that make you stand out.For Schneller, it comes down to ex-ecuting Performance-Based Contract-ing™ through air upgrades and sys-tem/duct renovations. Easy? No way, says Knochelmann.“It is so important to talk to your CONNECTING WITH PERFOR-MANCE-BASED CONTRACTING™Kris and his team have been part of the high-performance HVAC move-ment since before the Schneller ac-quisition. He and many of his current technicians began training with Na-tional Comfort Institute (NCI) in the late 1990s. Once he bought Schneller, Kris officially joined NCI, and has re-mained a member in good standing ever since.“My family and the Schnellers have always focused on doing things right for our customers,” he explains. “That requires time and investment in train-ing. I have always been a strong pro-ponent of training.“From the first day of training with NCI, the idea of comparing static pres-sure to blood pressure caught my at-tention. It really is a great way to help customers understand what is hap-pening with their systems and what you need to do to correct it,” Knochel-mann says.He adds that around 80% of the Schneller field crew has gone through NCI training and they work hard to make sure everyone stays up-to-date with their certifications.“Having said that, I feel we need to do a better job as a company keeping up with overall continuing education,” Knochelmann says.NO SUCH THING AS TOO MUCH EDUCATIONKris Knochelmann will tell you that education goes well beyond just the technical side of the business. There is always more to learn when it comes to managing the general business, em-ployee interactions with customers, marketing, sales and more. Because cided to leave the only organization I had ever worked for.” It was that change that brought the Knochelmann and Schneller families together.STARTING OVERJust prior to this time of transition, Knochelmann had been looking to buy an HVAC company and merge it with the Service Expert business. Through a friend at church, he found out that Schneller Plumbing and Heating was looking for a buyer. So, in April 2011, he left the company his father started, and bought Schneller.Since then, he says almost 20 staff members from the old company have joined him, as well as many of his fam-ily members.“They came because we all shared the same belief: that customers should always come first and be treated with integrity. I am proud to carry on the tradition of my father and the Schneller family.Knochelmann has owned Schneller now for nearly seven years. This April, the company will celebrate its 90th year in business. According to Kris Knochelmann, they focus on res-idential and light commercial HVAC system repair and replacement.Today the company enjoys gross sales around $8.5 million and em-ploys up to 52 co-workers – 12 of whom work in the office and sales de-partment. The rest are out in the field. They have 34 service and installa-tion vehicles serving their HVAC and plumbing customers from three loca-tions – two in Cincinnati and one in Covington, KY.Knochelmann adds that of the $8.5 million in gross sales, 15% comes from plumbing and the rest is HVAC.Kris and Lisa Knochelmann12 FEBRUARY 2018HIGH PERFORMANCE HVAC TODAYCONTRACTOR SPOTLIGHTundergo combustion performance and CO safety training.“Right now, no one walks through a customer’s door without a combustion analyzer. No one walks in without tak-ing CO monitors from NCI. These are just two unique things that people in our market don’t see from other con-tractors. We strive to be very consis-tent in all things we do.”Today, the Performance-Based cul-ture is stronger than ever in Schneller. In fact, their maintenance agreement, which they call their PMA (Perfor-mance Maintenance Agreement) goes beyond typical HVAC service agree-ments. Knochelmann explains that the PMA is all about performance. It is one way the company tells customers that Schneller Plumbing and Heating is all about making systems perform the way they were designed to perform.“Performance means different things to different people,” he contin-ues. “But performance, as taught by NCI, is now in Schneller’s culture. It is not about changing out boxes. It is our foundation to differentiate when we recruit, train, and send new co- workers out to customers.“This performance culture is about setting yourself up for more profitabil-ity and doing it the right way. And if you put all the pieces together the way NCI has been teaching us to do, you can package your company around that model and be successful for your customers, your team, and your fam-ily. That is a great legacy. It sets you apart from everybody else.”He concludes saying,“We must con-tinue taking the knowledge and tools and do good things with them. The Performance way has changed how I look at the industry.” But if we can teach the customer and show them how to take the first step -- whether it involves adding return air drops, performing a duct analysis, whatever – then we see that as success. When they understand that the work we do does take more time than just changing out a furnace or air con-ditioner and that changes the finan-cial model, and they still want to move forward – that is success.“And because it is more expensive, you must know how to price it so you make money on it. By doing that cor-rectly, you can hit the success button. If you don’t, you’ll do a lot of work for nothing,” he adds.Kris Knochelmann says he also mea-sures success by knowing his team is doing the right thing.“Once you understand air flow as taught by people with integrity, you can’t go back to the old way of doing things.”OTHER DIFFERENTIATORS THAT MAKE SCHNELLER STAND OUTIn the December 2017 issue of High Performance HVAC Today magazine, Contractor Tom John-son wrote an article about becoming your local Carbon Monoxide (CO) evangelist (ncilink.com/CO-Expert). In it he explains how important it is to be safe and create safe conditions for your personnel and their home-owner clients. Though he doesn’t put it into those terms, Kris Knochel-mann has his field service personnel customers in a way so they under-stand what the problem with their system is and what we plan to do to correct it. Using the NCI approach of comparing static pressure to blood pressure is as common and basic as you can get. If you don’t put things in those terms, 95% of your po-tential customers just won’t get it. If you don’t educate your customers, you only make it harder on yourself AND your cus-tomers. There is no question about that,” he says.Besides customer education, Kno-chelmann says it is important that any new field service and installation per-sonnel understand that their job is not just to sell the highest energy ef-ficient furnace. It is ALL about resolv-ing long-term comfort and efficiency operation. He believes this to be an important differentiator because it is where the rubber meets the road.MEASURING SUCCESSSo how successful is Schneller Plumbing, Heating, and Air when it comes to selling air upgrades and duct renovations? Knochelmann says they have successes daily. Success is when his technicians are comfortable test-ing and diagnosing airflow issues and describing options to customers. Suc-cess is when the customer understands those options and feels confident they are making the best purchase decision.“I tell my guys that I’m not worried about them selling giant service tick-ets. Sure – if they do that is wonderful. Kris poses with his father, John Knochelmann.14 FEBRUARY 2018HIGH PERFORMANCE HVAC TODAYIncentive Program Partner (TIPP), offering NCI members consumer financing packages.OPENING GENERAL SESSIONOn Monday morning, March 5th, Summit be-gins with everyone gathering and receiving an overview of NCI’s latest products and services. The opening general session includes NCI’s ac-complishments in 2017 as well as the organiza-tion’s 2018 goals for delivering new and exciting services to both its membership and the entire HVAC Industry.The format of this year’s conference allows every attendee to attend every event. The theme, “Blaze Your Trail to High Performance,” underlies every aspect of the educational program. For example, six breakout sessions conducted by your fellow contractors are all designed to address key parts of implementing Performance-Based Contracting.Also, Summit 2018 provides you a map of the performance trail with 20 specific steps a contrac-tor can follow toward having delivered performance as part of their company culture. By the time you leave this year’s Summit, you will understand what must be done – no matter if you are a first timer or already are a Performance-Based Contractor.Just in case you are worried you might not re-member everything, we’ve got you covered. All NCI members who attend will be able to partici-pate in a year-long group coaching program at no additional cost. The coaching program addresses all 20 steps throughout the year. It will be available in all four U.S. mainland time zones to allow maximum flexibility in your ability to participate.LET THE EDUCATION BEGIN …After the opening session are the first of six breakout sessions. Conference attendees will be divided into four groups and those groups will stay together for all the remaining work-shops. No more deciding which sessions to go to Back in 1846, the first major wagon train to the northwestern parts of the United States left Elm Grove, Missouri, on the Oregon Trail. The train included some 1,000 people traveling in more than 100 wag-ons. These pioneers were blazing the trail to new lands, new opportunities, and new lives.Next month the 15th Annual High Perfor-mance Summit 2018 blazes a trail to Austin, TX where Performance-Based Contractors™ will gather to network, learn, and discover new op-portunities that will change their approach to HVAC contracting. Headquartered in the Doubletree Suites by Hil-ton, the event is open to the entire industry, in-cluding the thousands of HVAC companies that have been trained and certified by National Com-fort Institute, Inc. (NCI).It kicks off on Sunday, March 4th at 4 PM with a Guest Orientation/New Member meet-ing to acclimate first timers to the program and events. This is a great way to set the stage for a great Summit experience.WELCOME TO SUMMIT 2018Speaking of setting the stage, the annual Wel-come Reception follows at 6 PM. This recep-tion is where contractor attendees, NCI staff-ers, speakers, and more mingle and reconnect. There is food, fun, and camaraderie for all.The Welcome Reception is sponsored and co-hosted by long-time NCI supporter Goodman Air Conditioning and Heating. Goodman has been hosting this reception almost from the very beginning of Summit and is a strong supporter of the tenets of Performance-Based Contracting. Co-hosting with them is our newest partner, EGIA (Electric and Gas Industries Association). This group is an 85-year-old non-profit organi-zation dedicated to the advancement of energy ef-ficiency and renewable energy solutions. They are now part of NCI Member Rewards as a Training Blaze Your Trail to High PerformanceSUMMIT 2018Blaze Your Trail to High PerformanceFEBRUARY 2018 15HVACTODAY.COMThe second day of Summit begins with breakfast and is followed imme-diately with more breakout ses-sions. On Tuesday, March 6th break-out session four and five run from 8:30 to 11:15 AM. Then at 11:15 AM luncheon will be served during the Member Rewards vendor exhibit. This gives attendees a chance to visit with those vendor partners they missed the night before as well as more time to network with fellow contractors. The final breakout session begins at 1:15 PM. At 2:45 PM Summit attendees will gather for the closing general session. This includes a prize drawing where contractors can receive prizes, worth thousands of dollars from NCI’s vendor partners. Plus, the winners of Monday’s Idea Meeting will receive their cash prizes.Then at 3:15 PM get ready for a pow-erhouse panel discussion where in-dustry leaders will interact with the audience as they address the future of measured performance in the HVAC industry. This will be a must-see event.And finally, one of the highlights of Summit are the closing remarks de-livered by NCI President Rob Falke. Falke will share his perspectives on how performance is reshaping the in-dustry in general and the HVAC con-tractor in particular. Summit 2018 then wraps up with the 15th Annual Awards Banquet where many of your peers will be rec-ognized for their achievements in 2017. This sit-down dinner and cere-mony is another highlight of Summit. And who knows, you may be one of the award recipients!POST SUMMIT BONUS ROUNDBut wait … there’s still more. Follow-ing the core conference, on Wednes-day and Thursday, March 7th and 8th, attendees can participate in two ad-ditional days of classroom train-ing on topics ranging from advanced combustion and CO diagnostics to duct system optimization, and high ef-ficiency sales.In fact, the sales class is being of-fered to all NCI Summit attendees for free by Goodman Air Conditioning and Heating. Normally this two-day class costs $375. It does require pre-regis-tration because there is a limit of 50 people who can participate. Just click this link to learn more. And finally, when the High Perfor-mance Summit 2018 puts out the last campfires at the trail’s end, it is NOT the end. Not if you are a fan of fine music. You see, immediately follow-ing Summit, the world-famous South by Southwest Music Festival begins (March 12-18). So be sure to come to Austin for Summit and Blaze Your Trail to High Performance. Then stay for the music and fun. If you haven’t registered, just head over to GoToSummit.com and do so. We look forward to seeing you there.and which ones to miss.Education is further enhanced with the Annual Idea Meeting, which takes place after the third workshop session at 2:30 PM on Monday after-noon. This event is open to ALL con-tractor attendees. It does have a $20 cash entrance fee, so don’t forget to bring your wallets.The Idea Session is where contrac-tors come to share ideas and best prac-tices on how the get the most out of Performance-Based Contracting. It is divided into three mini-events – each covering one of the three main objec-tives of Performance-Based Contract-ing: Lead Generation, Sales, and De-livering the End Product.Contractors present their best ideas on company practices, marketing, de-partmental processes, etc., in each of these categories. They present their ideas, then the group votes on which idea is the best. Winners in each of the three categories receive a cash prize (which is why there is a $20 entrance fee). MORE WORK, MORE FOOD, AND MORE FUNMonday comes to a close with the evening Trade Show Reception. At 5 PM attendees are treated to a cocktail reception tradeshow where they can spend a casual evening with NCI’s industry partners. This is the chance to see the newest technology, services, and business tools.Member Rewards Reception and Tradeshow: Our Member Rewards Partners help make your membership and this conference possible. Show your appreciation by attending the trade show events. Who knows? You might find that next great product or idea!Idea Meeting: All attendees are invited to this 3-part event where each participant can propose one or more ideas in the areas of lead generation, sales, and product delivery. Don’t forget to bring your ideas and $20 entrance fee. The best ideas win cash prizes!Awards Banquet: This long-standing tradition is one of the highlights of every Summit. Join us in honoring the best of the best NCI members. You never know - you may be one of them!For the past 12 years NCI’s Summit has been the gathering place for Performance-Based ContractorsTM. It’s the only event of its kind completely focused on High Performance HVAC. This conference is open to the entire HVAC industry, including the thousands of HVAC companies who have been trained and certified by NCI. Summit is an open, welcoming gathering of like-minded HVAC contractors who are open and willing to share with their fellow performance-based professionals.That’s why this year, our speakers are all contractors like yourself who set out on a mission to sell and deliver a higher level of performance to their customers. These trailblazers will share with you their successes, strategies, and how they overcame their failures as they continue on this journey.This year’s theme is more than a catch-phrase. It truly embodies the spirit and goals of this one-of-a-kind event. Our featured speakers will each focus on a different aspect of selling and delivering high performance HVAC systems with a special focus on Air Upgrades - the latest “product” NCI has helped its members and students deliver to end customers. Air Upgrades are designed to surgically address and solve many indoor comfort, air quality, safety, and energy efficiency issues in homes and buildings. An Innovative Format For Maximum LearningLast year we tried a new format where Summit participants were able to take in every single session without missing anything. The feedback on this approach was so good we decided to do it again this year. So you don’t have to worry about missing anything. In fact when you register multiple team members from your company, you can attend each session as a group, or split up for maximum exposure to other performance-based contractors – it’s your choice!Blaze your trail to Austin this March, and take your HVAC business to the next level!BLAZE YOUR TRAIL to High PerformanceSPECIAL EVENTSReserve Your Seat Today! Visit GoToSummit.com to find out more and to register, or call NCI Customer Care at 800-633-7058HVAC SUMMIT 2018HIGH PERFORMANCEMEMBERREWARDSREW16 BREAKOUT SESSIONSLed by your fellow HVAC Contractors and Industry PioneersAdvanced Combustion/CO Diagnostics Recertification - March 7 (Qualifies for Combustion/CO recertification)Duct System Optimization - March 7-8 (Qualifies for Air Balancing or System Performance recertification)BONUS: FREE Post-Conference Training - March 7-8 Sponsored by:Summit participants can now attend this two-day High Efficiency Retail Sales class – a $375 value – at no extra cost! This class is limited to the first 50 registrations.Participants will learn a systematic and interactive approach to selling premium comfort systems using the latest techniques in solution-based sales.Incorporating cutting-edge sales technology, this workshop will help put your company head and shoulders above your competition and create happier, more satisfied and loyal customers.Leave energized, motivated and committed to making immediate behavior changes that result in increased close rates, higher overall tickets, and more high-efficiency equipment sales.Where Indoor Air Quality Meets System PerformanceJohn Ellis, PresenterIAQ (Indoor Air Quality) expert, John Ellis of So Cal Air Dynamics, will share how you can deliver high-integrity HVAC systems, combined with IAQ solutions, to address your customer’s unique needs. Learn what all the “buzz words” really mean and how to explain them to customers in an understandable way. Plus, John will discuss key performance indicators that must be monitored as well as how to tie HVAC system performance and IAQ together to grow your business.Productive and Profitable Duct RenovationsVince DiFilippo, PresenterHow do you discover duct renovation opportunities? In this session, you’ll learn how DiFilippo’s Service Co. not only finds opportunities, but Vince shares “the DiFilippo way” for performing them productively and profitably. He will walk you through multiple case studies and guide you through where to start, how to identify what you may need, and why your perception about how to solve airflow issues might need to change.Our Leap From Tradesman to CraftsmanKevin Walsh, PresenterDuring this workshop, Kevin Walsh, of Schaafsma Heating and Cooling Co., will discuss the many challenges he and his team faced when imple-menting Performance-Based Contracting™ into their 100+-year-old business. Using principles outlined in Jim Collins’ book, “Good to Great,” Kevin will discuss how he and his key leaders successfully rolled out this new business approach and overcame challenges at all levels of the company – including the very top. This is done by continuous training, measuring, and reinforcing success daily through posi-tive feedback and sharing success stories to keep the entire team motivated. These actions assure everyone in the company sells themselves on the benefits of performance-based craftsmanship.ComfortMaxx Air™: Put It To Work!Nathan Copeland, PresenterLearn what it takes to get started putting ComfortMaxx Air™ to work in your company. Nathan Copeland will share how Copeland & Son AC & Heating Service uses it to help cus-tomers understand how their HVAC system is doing. He will also share how he uses ComfortMaxx Air visual reports to take static pressure testing to the next level and how these reports turn his customers into airflow detectives.Become Your Local Carbon Monoxide EvangelistTom Johnson, PresenterTom Johnson will walk you through the steps that TM Johnson Brothers used to become the “Go-to-Guy” for resolving carbon monoxide (CO) issues in his marketplace. From him you’ll learn how to establish your identity, what barriers to overcome, and how to sustain the CO culture in your company. In addition, he will highlight how to develop an action plan covering what you need to know, what your team needs to do, and how to make yourself better known in your community.You Too Can Sell High Performance HVAC – If You Just Do It!Eric Johnson, PresenterIn this session, $2-million-per-year comfort advisor, Eric Johnson of AC by Jay, will challenge you to check your preconceived notions at the door so you can learn a more thorough way to profitably resolve customer safety, health, comfort, and energy efficiency concerns. He will discuss both the importance of addressing the entire HVAC system and how to overcome your fears and “just do it” when it comes to offering, selling, and delivering high performance HVAC systems. This seminar will help get your high-perfor-mance sales machine properly firing on all cylinders.POST-CONFERENCE TRAINING:GoToSummit.com/SalesClassHVAC SUMMIT 2018HIGH PERFORMANCEDoubleTree Suites by Hilton Hotel AustinThe hotel is ideally located at the intersection of IH-35 North and Highway 290 East, between the downtown business district and the Austin Arboretum. The hotel is just 20 minutes from Austin Bergstrom International Airport, a short drive from downtown Austin and just minutes from the best shopping, dining and entertain-ment Austin has to offer.Reserve your room now to get the best rate. Mention group code NCI to receive our special group rate of $169/night. 1-512-454-3737SUNDAY, MARCH 4 4:00 pm - 5:00 pm Guest Orientation/New Member Meeting 6:00 pm - 8:00 pm Welcome Reception PartyMONDAY, MARCH 5 7:30 am - 8:00 am Breakfast 8:00 am - 8:45 am Opening Session with NCI CEO, Dominick Guarino 9:00 am - 10:15 am Breakout Session 1 - Workshops 10:30 am - 11:45 am Breakout Session 2 - Workshops 11:45 am - 1:00 pm Luncheon 1:00 pm - 2:15 pm Breakout Session 3 - Workshops 2:30 pm - 4:30 pm Idea Meetings: Lead Generation, Sales, Product Delivery 5:00 pm - 7:00 pm Trade Show Reception with NCI Member Rewards Partners TUESDAY, MARCH 6 7:30 am - 8:30 am Breakfast 8:30 am - 9:45 am Breakout Session 4 - Workshops 10:00 am - 11:15 am Breakout Session 5 - Workshops 11:15 am - 1:15 pm Member Rewards Vendor Exhibits and Luncheon 1:15 pm - 2:30 pm Breakout Session 6 - Workshops 2:45 pm - 3:15 pm General Session: Idea Session Winners and Prize Drawings 3:15 pm - 4:45 pm Panel Discussion: Where the Rubber Meets the Road 4:45 pm - 5:00 pm Closing Remarks from NCI President, Rob Falke 6:00 pm - 7:00 pm Member Appreciation Reception - Drinks 7:00 pm - 9:00 pm Awards Banquet and Presentation CeremonyWEDNESDAY, MARCH 7: Post-Conference Training 8:00 am - 4:00 pm Advanced Combustion/ CO Diagnostics Recertification 8:00 am - 4:00 pm Duct System Optimization - Day 1 8:00 am - 4:00 pm High Efficiency Retail Sales - Day 1THURSDAY, MARCH 8: Post-Conference Training 8:00 am - 4:00 pm Duct System Optimization - Day 2 8:00 am - 4:00 pm High Efficiency Retail Sales - Day 2Stay for South by Southwest (SXSW)This year our Summit coincides with an incredible music and film festival in Austin, Texas called South by Southwest, which begins as our Post-Summit training wraps up on March 9. It will be a great opportunity to come for the Summit and stay for the music!Schedule of EventsStay Where All the Action is!Register today at ncilink.com/18reg or call 800.633.70581. Online at: ncilink.com/18reg2. Fax: Fill out and fax the registration form to 440.949.18513. Call: 800.633.70583 Ways to Register for Summit!18Next >