A PERFECT COMBINATION: DESERT AND WATER
Letter from Mark Gagnon
I have been involved in countless Conventions throughout my career, and I thought celebrating RainSoft’s 70th anniversary two years ago in San Diego ranked among the finest moments in our company’s history. But when I look at the opportunities we have waiting for us at our International Convention in Phoenix this July, I think we have the capability to rewrite history.
Here’s why.
It has been 20-plus years since we last held the International Convention in Arizona. Over that period of time, better water quality has become an even more precious and valued commodity.
Consumer water concerns – including environmental issues and emerging contaminants such as PFAS (the forever chemicals), VOCs (Volatile Organic Compounds), pharmaceuticals, and Gen X chemicals – are at an all-time high. In fact, government estimates indicate as many as half of all households in the United States have some level of PFAS in their water, and well owners often are the last to know about this type of contamination.
In the past year, more of our dealers have capitalized on consumers’ heightened awareness about the quality of their water. They are better informed and looking for ways to improve their health and lifestyle.
As I see it, the future is bright and there’s never been a better time to be with RainSoft.
The ULTREFLOW PROTECT and ULTREFINER ELITE systems we successfully introduced last year are just the start. We will continue to innovate, grow, and expand with the aid of cutting edge technologies to address the growing challenges society will face.
The point is, it’s a WIN-WIN-WIN situation for everyone because we have the right certified products and solutions.
This golden opportunity reminds me of a famous quote from Napoleon Hill’s book almost 90 years ago. It still rings true today: “Whatever the mind of man can conceive and believe, it can achieve.”
What it teaches us is that anything is possible, if you put your mind to it.
It’s a message our keynote speaker will reinforce. A hands-on sales and
marketing expert, he will also share some thought-provoking ideas in a separate workshop. His insights will give you the tools to help consumers solve their concerns, sharpen your skill set, and elevate your success.
Looking for more motivation? Check out what you’ll experience at one of the most beautiful venues in Arizona.
The J.W. Marriott Desert Ridge Resort & Spa is an award-winning, 4-Diamond property that oozes luxury and has an activity for all ages. Five sparkling swimming pools, including a new waterpark with slides and an amazing lazy river. Two championship golf courses. Tennis and pickleball courts. Outstanding restaurants and a fabulous spa.
We are adjusting the Convention’s schedule of events so you will have enough time to enjoy this fabulous property. I urge you to do whatever it takes to secure and lock in your attendance for a remarkable Convention you will not want to miss. You’ll enjoy every minute of what we have planned for you.
I’m anxiously awaiting our celebration. See you in Phoenix!
HOW TO ENJOY THE JW MARRIOTT PHOENIX DESERT
RIDGE RESORT & SPA
On the north side of Phoenix, this sprawling 5-star resort offers every creature comfort you can imagine. There is so much to do in addition to the convention events, you may want to extend your visit and celebrate it beyond the Convention dates.
THE WILDFIRE GOLF CLUB
This property was built on more than 300 acres, and a good portion of it is dedicated to outdoor fun. The Wildfire Golf Club is home to two championship golf courses honoring two legends of the sport: Arnold Palmer and Nick Faldo. If you’re looking for a challenge, you’ll find it here.
RECREATION
The Aquaridge Waterpark contains 140,000 square feet of cooling sensations for all ages. There are five pools, a long and winding lazy river, and a trio of 3-story tall water slides. And they’re a great way to beat the heat, especially if you play pickleball on one of the 17 dedicated courts.
RELAXATION
Looking to kick back another way beyond sports? Check out Revive Spa for a rejuvenating treatment that will allow you to unwind.
SHOPPING
If shopping is how you chill, you’re in the right place. The popular Desert Ridge Marketplace and High Street shopping centers are located next to the resort.
TASTE EXPECTATIONS
You are in for a real treat because the restaurants can satisfy nearly every taste. Whether it’s the steakhouse, Asian street food, Southwestern cuisine, brick oven pizza or the multiple poolside dining options, there is a mouthwatering meal waiting for you. The shopping centers also have a wide range of dining choices.
WEDNESDAY, JULY 22
It is a RainSoft custom that before the Convention starts, the Dealer Advisory Committee holds their meeting. Throughout the next three days, you’ll learn about the critical items that were discussed and how they can help you. But first, you’ll want to get a good night’s rest so you’re ready once you arrive in Phoenix.
THURSDAY, JULY 23
The official arrival day is a sight to behold. After you arrive and checkin, you’ll want to collect your official Convention credentials and swag and scope out all the resort has to offer. And you won’t want to miss our evening “Team Theme” Welcome party. It gets better every year and you’re going to really like the live band performing this night.
FRIDAY, JULY 24
The feedback we’ve received from the last two International Conventions tells us you’ve enjoyed the format for Opening Day. So we’re sticking with a good thing by getting down to business in the morning and letting you enjoy the rest of the day.
After you join us for breakfast, we promise some cool news during the General Session and our “State of the State” address. We will also be honoring our Regional Award winners. Please check your RainSoft app for updates about these and the other Convention events. And make sure you take plenty of photos to share and show us what you did for the rest of the day!
SATURDAY JULY 25
We end the Convention with a full day of activities.
We are adding to our individual Sales, Marketing and Service Seminar program by including a morning workshop with our keynote speaker. His expertise will help inform and motivate all of us to accomplish so much more this year. Remember, records were made to be broken!
The day ends with our black tie Night of Champions Awards Banquet. Join us beforehand for the Cocktail Reception and we believe you will enjoy this year’s dining entertainment.
We know at this time of year, your schedule demands increase sharply. Do yourself a favor right now and register for the Convention. It takes only a few minutes and you won’t regret it!
Miami Water & Air has been celebrating the success of their in-store program with The Home Depot in the last 18 months.
SALES ARE SIZZLING IN MIAMI
There has always been something special about Miami, the southernmost major metropolitan city in the continental United States.
Today, the tropical paradise and its stunning beaches serve as a backdrop to a glimmering skyline that rose when the city transformed itself into a financial and technology hub. Miami has always attracted tourists and is the biggest cruise port in the world, breaking a record in 2024 with over 28 million visitors.
But one of Miami’s biggest success stories in the past 18 months involves another connection to water. Miami Water & Air has developed an in-store program with The Home Depot that is setting records. New incentives this year are laying the groundwork for greater success.
“This program works because of its structure, accountability, and disciplined execution,” says Fiorella Quintana, general manager of Miami Water & Air. She developed the program with CEO Brian Nicholson, and they introduced it at 17 store locations in their territory in October 2024.
“Customers are more informed, more enthusiastic, and more committed because they have already engaged with us in-store before the home visit.”
“Before launching this program, we averaged approximately 15 installs per week. Now we consistently install between 40-50 systems per week. For us, growth came from committing to consistent execution every week, and scaling what works. Our goal this year is to reach 70-80 installs weekly through continued refinement and expansion of our in-store plan.”
HOW A SUCCESSFUL PROGRAM CAN BE ADAPTED FOR ANY MARKET
The structured in-store activations and seasonal events made a huge impact from the very beginning. Coordinated directly by each store’s District Sales Manager (DSM) and Specialty Assistant Store Manager (SASM), Fiorella said the events run weekly and rotate strategically throughout their territory.
“From the beginning, our focus was simple. We wanted a consistent in-store presence with a structured lead capture and disciplined follow-up. We did this by creating an inviting setup to engage homeowners, so we offered small branded gifts and some light catering. As the program evolved, we refined our scripting, tightened appointment confirmations, and prioritized the quality of our conversations with people instead of volume.”
Fiorella claims the most impactful change so far was when Miami Water & Air implemented their Warm Transfer program. It hit overdrive when they changed from having one surveyor per store to two or three to help ensure continuous homeowner interaction.
“Instead of collecting leads for future follow-up, we now book appointments directly in the store and homeowners qualify for a $500 monthly raffle. Once we confirm they are homeowners, we immediately connect them with our call center where we schedule a same day or next day free water test. We don’t schedule appointments more than 48 hours out.”
EVENT DETAILS, RECOMMENDATIONS AND GOALS
Fiorella explained that large events cost between $2,000-$3,000 while smaller activations are significantly less. Most take place in focused time blocks from 9 a.m.-1 p.m. or 1-4 p.m. On Saturdays, they expand to two or four stores with larger, high store traffic activations. Full day events are reserved for major traffic periods, such as Easter, Black Friday or at Christmastime.
“This structured approach, combining targeted time blocks, daily consistency, and large weekend activations, creates both steady appointment flow and strategic volume spikes.”
Fiorella said sales reps do not staff the events. Their role is to run the in-house appointments generated by the in-house team.
“Separating lead generation from closing has been critical to our scalability,” she explained. “Daniel Checos and Carlo D’Allelio have both increased their opportunity volume and closed sales significantly since the program began.
“I personally ran leads before starting this model and continue to do it. The difference in appointment quality is noticeable. Customers are more informed, more enthusiastic, and more committed because they have already engaged with us in-store before the home visit.”
When considering events, she says to keep an open mind but consistency is everything.
“In 2026, we plan to test new gift options and larger raffle prizes to further increase engagement. We also intend to double our in-store surveyor team. With more qualified surveyors actively engaging homeowners, you generate more appointments. Scaling the right people in the right stores is a major growth focus for us.
“This only works when you treat it as an operational system, not a short-term promotion. Energy and execution drives results, not food or giveaways.”
CHECKLIST FOR SUCCESS
To give yourself the best chance to succeed, here are Fiorella’s recommendations:
• Build strong relationships with DSMs and SASMs at The Home Depot
• Show up consistently and professionally
• Track your performance weekly
• Prioritize quality homeowner engagement
• Confirm appointments immediately
• Staff the events with high energy team members who match the program’s intensity
In-store interaction and setting appointments within 48 hours has helped drive success.
The Installation Department knows how to have fun at these events, dressing up as Mario and Luigi.
A DAZZLING DESERT OASIS
J.W. MARRIOTT
DESERT RIDGE
RESORT & SPA
JULY 23-26
There are special times and moments, and there are special places where it all comes together.
You’re about to experience one of them.
You’ll know it when you first enter the property. The hot and dry desert heat you feel becomes second nature once you see those gorgeous, awe-inspiring mountain views. And when you catch the first chilling breeze of air conditioning in the lobby, that’s when you realize it.
You’ve just stepped into paradise.
Read inside and learn about all of the choices you’ll have when you join us in Phoenix.
