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SUMMARY:Altus Collective Community Forum: Sales & Marketing
DESCRIPTION:This Month’s Principal:\nEscaping the commodity trap requires a fundamentally different approach to how BSCs go to market. Ricky Regalado built Route on the premise that cleaning companies can command premium pricing when they sell outcomes, not hours. This session covers brand differentiation, consultative selling, digital marketing for BSCs, and building a repeatable revenue engine.\nRegister Now\n\nThis event is exclusive to ISSA BSC Members. Register once to attend any 2026 session.\nAbout the Altus Forum\nThe Altus Forum is a leadership community designed for Building Service Contractor (BSC) professionals who are committed to strengthening their businesses and advancing the cleaning industry. The forum is driven by three core principles: Engage with Intention, Empower with Education, and Elevate with Influence. These pillars guide every conversation, ensuring that discussions are purposeful, practical, and focused on meaningful industry impact.\nAltus brings together commercial cleaning leaders who want to learn from one another, exchange real-world strategies, and tackle the operational and leadership challenges facing the industry today.\nWho Are the Altus Principals?\nThe Altus Forum is led by a select group of industry leaders known as Altus Principals. These individuals are recognized subject matter experts and thought leaders within the building services industry. They are selected based on their industry influence, operational expertise, and demonstrated success leading BSC organizations.\nEach Principal represents a key business discipline that drives successful cleaning companies, such as:\n\n\nStrategy\n\n\nOperations\n\nSales & Marketing\nTechnology\n\nFinance\n\nHuman Resources\n\nThroughout the year, the Altus Principals rotate leadership of the monthly forum sessions, sharing their experience, lessons learned, and insights from operating and scaling successful businesses.\nHow the Altus Forum Works\nEach Altus Forum session follows a structured format designed to balance thought leadership with peer collaboration.\nPrincipal-Led Discussion \nThe session begins with an Altus Principal facilitating a conversation around a key business topic relevant to BSC leaders. Rather than a traditional presentation, the discussion is designed to surface practical insights, real-world experiences, and lessons learned from leaders operating in the field.\nPeer Group Breakouts – Altus Six \nFollowing the opening discussion, participants move into smaller peer groups known as Altus Six. These groups are organized by company size and sales volume, allowing participants to engage with peers facing similar business challenges and growth stages. Within these peer groups, members exchange ideas, discuss how the topic applies to their organizations, and share strategies that have worked in their businesses.\nWhy Altus Exists\nThe Altus Forum was created to provide a space where experienced operators can learn from one another while helping shape the future of the cleaning industry.\nBy combining thought leadership, practical education, and peer collaboration, Altus empowers leaders to strengthen their companies while elevating the voice and influence of Building Service Contractors across the industry.\nRegister Now\n
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