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ProFinance 2.0
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Upcoming Workshop Dates and Locations:
  • To be announced
Member Tuition: $1,395*
(Additional attendee from the same dealership: $1,115. Discounts do not apply to additional attendee registrations.)

Non-member Tuition: $1,825 (Includes a one-year BTA dealer membership.)

*BTA members may apply their $150 or $250 educational discount received with their membership toward this workshop. Redeem your discount when registering by entering promo code: $150Discount or $250Discount.

Already attended ProFinance but would like a refresher course and to obtain the new model? BTA members can again attend for 50% off the member price. (Discounts do not apply.)

Over the last 16 years, the principles of ProFinance 2.0 have dramatically improved the performance of hundreds of dealerships. Now, with color, connectivity, software, managed print services (MPS) and managed network services (MNS), the business has changed — and ProFinance 2.0 has changed with it.

ProFinance 2.0's industry model, which includes more than 30 key benchmarks (including those for MPS), will help you and your team achieve double-digit operating income.

John Hey and Todd Johnson of Strategic Business Associates will share their knowledge from 25-plus years of building some of the largest dealerships in North America and their experience advising many of the most successful companies in the industry.

This hands-on training will provide practical ideas that can be put into action immediately. It will give you and your company the competitive edge that is so vital in today's marketplace. Learn proven sales and service plans, effective management bonus programs and critical organizational strategies.

Commit to improving the performance of your organization. Register today and bring your key decision makers to ProFinance 2.0. It is an investment that will give you and your team valuable knowledge and will provide immediate take-home value.

Who Should Attend: Owners and executive-level staff

  • Day One starts at 8:30 a.m. and ends at 5 p.m.
  • Day Two starts at 8:30 a.m. and ends at 2 p.m.
Continental breakfast, lunch and snacks will be provided both days.

Hotel Information:

To be announced

Course Instructors:

Hey, founder of Strategic Business Associates, began his career with the former D.C. Hey Co. in 1973. He became president and owner of the company in 1985. Hey was responsible for growing the business from $5 million to more than $170 million in sales with more than 1,250 employees. In addition, he completed more than 12 acquisitions.

Johnson joined Strategic Business Associates in February 2010. For 13 years, he held various positions with Global Imaging Systems Inc., ending as senior vice president of acquisitions before and after it was acquired by Xerox. He was involved in all 80-plus acquisitions made during his tenure there. Prior to Global, Johnson worked as an industry consultant. Before that, he was a U.S. Marine Corps officer.


"I wanted to thank you for who you are, what you do and how you do it. You sincerely are our lighthouse keeping us off the rocks. As we transform from a manufacturer's rep into a real business, your model has given us a road map to a destination that is desirable to go. If it was not for your finance model, we would be lost and would not know how to manage the business. Thank you so much for all you have done for us."
— Brett Butler, Excel Office Services Inc., Culver City, California

"I most enjoyed learning how the model works and why. It will be a helpful tool in future business planning and problem solving."
— Bryant Hays, Advanced Systems Inc., Cedar Falls, Iowa

"This workshop is a great investment in a wealth of knowledge and inspiration."
— Viola Pitts, Preferred Business Systems, Tulsa, Oklahoma

"I enjoyed learning about the model and bucketing. I have a better understanding of why we have made some changes and I feel like there is even more that I can do to help. I enjoyed hearing the instructors teach about the importance of the 'why.' We have incorporated a 'why' statement and it is good to hear that it is 'real.' I believe that our management believes the 'why,' and hearing it from someone outside of our company endorses it even more."
— Marsha Ackerman, Loffler Companies, Bloomington, Minnesota

"The financial tools to benchmark taught on day one were a true insight. I knew they existed, but to see the black and white of it was eye opening. Then, to my surprise, watching how culture helped to drive those numbers was a true insight."
— Jim Coler, Managed Business Solutions, Bayonne, New Jersey

"From a financial perspective, the ability to be able to identify the strengths and weaknesses in your business from your model is incredible, but the culture and work environment training is invaluable, as there is a lack of this information in our industry. Thank you Todd and John. This is my second time taking ProFinance and it was extremely helpful!"
— Mallory Lopez, Barlop Inc., Miami, Florida

"Great course! I can't wait to go back to the office and make a plan with our team! The most valuable information for me was the insight on the MPS and MNS ends of this industry. Also, the 'bucketing' of various items from the G/L and where they should fall on the model compared to where we're currently placing them."
— Steven Bruno, Repeat Business Systems, Albany, New York

"From a service perspective, I really benefited from the time spent really diving into the model and the components that make up each category. The more exposure I get, the more prepared I've become."
— Tracy Short, Cobb Technologies, Glen Allen, Virginia

"There were several great topics [covered], but the one thing that stood out the most to me was the importance of and opportunity in MPS. I have not paid much attention to this segment of our business, but now I can't wait to get back and get more involved. Thanks for both your time and insights; they were very helpful."
— Geoffrey Griffiths, Prosource, Cincinnati, Ohio

"This workshop was very helpful in understanding how to effectively measure our business and identify areas to improve."
— Andy Archer, Automated Business Products, Centennial, Colorado

For more ProFinance testimonials, click here.
To see photos of ProFinance in session, click here.

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