Proforma 21st Annual Convention Paves the Way to Achieving Infinite Dreams
Cleveland-based Proforma held its 21st Annual Convention and Family Reunion in Orlando, Florida, August 3 to August 6 at the Walt Disney World Dolphin Resort. More than 800 attendees benefited from educational sessions, seminars and networking opportunities at the four-day event. This year’s convention was Proforma’s most successful to date with a 20 percent increase in attendance. The increase was largely due to the effective and consistent communication of the key benefits of attendance.
Attendees participated in a multitude of sessions delivered by industry recognized speakers such as Cliff Quicksell, David Blaise, Dave Fellman and Laura Posey, as well as a unique presentation from Proforma founder and co-CEO Greg Muzzillo and a panel of the industry’s top vendor CEOs. Muzzillo led his Sales Basics Boot Camp which defined the basic sales principles and has garnered industry recognition. Muzzillo also acted as host to the first ever Proforma Vendor CEO Panel, which highlighted CEOs from the highest-ranked and most accomplished suppliers in the industry. The panel focused on topics related to industry trends and sales potential.
The organizational technology initiative, coined Project Frontier, was a point of interest and provided substance to educational sessions throughout the convention. After nearly 18 months of redefining the Proforma brand, the marketing role at this event shifted to education and awareness of the essence and key values to the brand strategy. A return favorite for several years running, the vendor and new product showcases, exhibited by Proforma’s Preferred Limited Partners (PLP) provided franchise owners with the chance to meet face-to-face with vendors who demonstrated products and services at the two-day showcase. Also a return favorite, the fourth annual Women Business Owner’s Interactive Session featured seven of Proforma’s most recognized and decorated women business owners in an open forum discussion of the benefits and challenges facing women in today’s business world.