Professional Dealer Education

AED’s Summit is the only show that focuses on dealer-specific education. Each session will provide tremendous opportunity to expand on existing knowledge while learning new, valuable information to take back to your dealership. View below to see the tracks and sessions that will be featured at the 2020 event.

Sessions and topics are subject to change.

* Denotes that SHRM credits are available for the session. Five (5) SHRM credits are available for Summit attendees to gain during the 2020 Summit.

Session Title
Speaker Name
Tuesday 1/14 12:45 pm – 2:45 pm Leadership Playing the Long Game in the 4th Quarter of Your Career (Workshop)

Tom Brady, in the 4th quarter of his career, is getting stronger and continues to deliver championships. Warren Buffet, in the 4th quarter of his career at 89, continues to deliver having amassed 99% of his wealth after his 50th birthday. Many distribution C-suite leaders are finding themselves in the 4th quarter of their careers. Unlike the NFL, your career’s 4th quarter doesn’t have a defined time of 15 minutes. For some, the 4th quarter is just starting. Others are in the two-minute drill. But wherever you are, this will become the culmination of your life’s work. It all comes down to now. This moment in time.

In the midsts of their 4th quarters, 62% of distribution leaders question if their business has a clear path forward for long-term sustainability. Clear path forward or not, it is in the 4th quarter when you set the trajectory for the business way beyond your playing days. This workshop is designed for those leaders in the 4th quarter of their careers who are playing the long game in a short-term world. You will discover a success path of clarity, capabilities, and confidence, ensuring that you position your business for long-term sustainability and success in your own 4th quarter.

Learning objectives include:

  • Design the foundation of future success through purposeful values and beliefs
  • Minimize uncertainty by aligning your team around a clear and strategic path forward
  • Evaluate your business capabilities against what the market of tomorrow will demand
  • Build the discipline to make decisions and investments for long-term generational results
Dirk Beveridge UnleashWD
Tuesday 1/14 12:45 pm – 2:45 pm Sales 2020: The Year for Culture and Leadership

Business is changing rapidly. New people, products and customer needs.

No one person can handle it all, and everyone and every conversation have an impact on the client and your company culture. What keeps you competitive, profitable and differentiated? Your people and the culture you are incubating and sustaining. People drive the culture and that impacts sales, retention and new business acquisitions. Everyone in your organization can be a leader, and everyone is in sales.

In this high-impact and hands-on pre-conference session, attendees will learn the Seven Lessons of Leadership and Culture and know how to apply and immediately implement significant and positive changes to the entire dealership.

Todd Cohen Salesleader LLC
Tuesday 1/14 12:45 pm – 1:40 pm Rental Unlocking Additional Revenue: How to Capitalize on Equipment Rentals

With the equipment rental industry projected to grow $5 billion by 2021, there is a lot of revenue and opportunity to be had by providing rental services to consumers. Although peer-to-peer rentals continue to be a trend, customers are often renting before they buy, or continuing to rent after.

This session will teach attendees how adding rental will help drive sales, and whether their current rental strategy is effective and not just a short term gain.

Content includes:

  • Understanding what separates an equipment renter from an equipment buyer
  • How to capture in-market renters and turn one-time customers into repeatable revenue streams
  • How to implement or augment a rental strategy for the dealership or create a strategy to help convert renters into buyers

And more!

Amanda Ayala Trader Interactive
Tuesday 1/14 12:45 pm – 1:40 pm Management Breaking Up Is Hard to Do: Firing a Customer

Customers are the lifeblood of your dealership. No doubt, their loyalty and retention are critical to the success of your business, and your success in your job role. The reality is that some customers can be difficult. Some may be so difficult, that they are downright bad for your business to the point where you may be better off if you were to fire them. This can be a daunting task.

This session will help you to identify customers that are simply bad for your business. Attendees will learn highly effective communication skills to apply when interacting with these customers, and seven steps to firing a customer with class and professionalism. You’ll be able to “break-up” and breathe a sigh of relief afterwards

Christine Corelli Christine Corelli & Associates
Tuesday 1/14 1:50 pm – 2:45 pm Leadership Merger & Acquisition Strategies and Stories from the Road

In this session, experts in the equipment distribution industry who have worked with dozens of dealerships facing M&A realities and decisions will share stories from the road. Not to be confused with a seminar on the legalese of valuations and agreement documents, this session will dive into the major M&A stages observed, including:

  • Preparing for and surviving due diligence
  • Readiness – culture and intent
  • Understanding values and valuation
  • Avoiding deal-breakers
  • Blending clashing cultures

Attend this session and hear their insights and best practices and learn what works well and what has led other dealerships toward deal struggles and stagnation.

Marc Johnson & Clint Baker K·Coe Isom
Tuesday 1/14 1:50 pm – 2:45 pm Management Keeping Secrets: Protecting Your Customer List & Other Confidential Information

In today’s competitive business environment, some of the most important assets we have is information about our customers. However, this is also an age of increasing employee mobility, with both seasoned and young workers moving from dealership to dealership. With these facts in mind, it is more important than ever to protect your confidential information. Learn the steps and best practices to take to ensure that you’ve done what you can to make sure that when your employees leave they don’t take your business with them.

Hank Rauschenberger
Jones Walker LLP
Wednesday 1/15 2:45 pm – 4:00 pm Leadership *Leadership Lessons from Hollywood

This session will creatively use the magical imagery of Hollywood to help leaders ignite a culture to develop and empower their dealerships—while defeating the succession planning crisis—in this challenging era of having to “do more with less.” Citing the latest research from Harvard Business Review, Deloitte, and Glassdoor, this session provokes real organizational change from every attendee, and provides immediate “take-home” action items to help cultivate both millennials and Gen Z future leaders in today’s new economy.

Andy Masters Masters Performance Improvement, Inc.
Wednesday 1/15 2:45 pm – 4:00 pm Management *The Human Capital Advantage: Delivering on the Employee Experience to Drive Competitive Advantage

In the years since the Great Recession, our economy has changed dramatically. So has the culture around work, and the demographics of our labor pool. Great salespeople know that customers love buying from people they can relate to—so why has the heavy equipment industry struggled to attract women, millennials, and a more diverse workforce?

This session will examine the realities of today’s competitive labor market and how dealers can reach untapped potential by putting recruiting efforts behind groups who have previously been overlooked by the heavy equipment industry.

Topics include:

  • What to do during and after the hiring process to attract a more diverse dealership workforce
  • How to bring female professionals into your team—and why previous recruiting efforts have failed to attract them
  • What motivates millennials—the largest segment of the workforce—to make their next career move
Peyton Hoffman Hireology
Wednesday 1/15 2:45 pm – 4:00 pm Rental Managing Your Rental Assets

Managing rental assets properly can make you many thousands of dollars; mismanaging them can ruin your entire business! Simply stated, managing your rental assets is aligning your rental inventory with customer demand. Sounds easy, but this can be very challenging in practice.

This session will break it down by answering two basic questions:

  1. What should I consider/analyze before adding machines to my rental inventory?
  2. What should I know before selling or replacing machines from my rental inventory?

Attend this session and learn how to best manage the inventory.

Owen Edwards Script International
Wednesday 1/15 2:45 pm – 4:00 pm Product Support Turning the Dealer Flywheel: Accelerating the Momentum of Service, Parts, & Rental

Dealerships achieve sustainability when recurring revenues are a significant contributor. Learn how to increase the momentum of service, parts and rental to grow sales and increase productivity. Come prepared to share your insights to ‘Turn the Dealer Flywheel’ and build businesses that are built to last.

George Russell Machinery Advisors Consortium
Wednesday 1/15 2:45 pm – 4:00 pm Technology Key Metrics to Monitor for Maximum Revenue Impact

Analyzing data from over 150 dealer locations, over 500,000 customers and 20 million+ transactions, this session will identify the key factors that determine how to grow consistently and what metrics are most important to monitor in order to assure continued growth.

Dealers will be exposed to research showing definitive data on:

  1. Customer retention – What metrics impact retention
  2. Customer satisfaction – How surveys affect growth
  3. List management – How to combat a 10 – 20% annual change in personnel
  4. Analytics – What drives growth and what are the key metrics to monitor
Steve Clegg Winsby, Inc.
Wednesday 1/15 2:45 pm – 4:00 pm Management *Creating a High-Performance Culture

Many leaders feel challenged to understand how to move from managing employees to empowering them toward self-striving and self-management. In this session, participants will learn simple strategies to build a culture of high performance.

Content includes:

  • How to transform your performance management process into a tool to fuel greater performance
  • Effective practices when delivering feedback
  • The difference between coaching, counseling, and discipline, and when to use each approach
Vikki Nicometo K·Coe Isom
Wednesday 1/15 2:45 pm – 4:00 pm Sales The Five Pivotal Conversations that Advance and Close Sales

Pivotal conversations leverage sales professionals’ relational capital – the investments made in launching, advancing, and defending business relationships. Pivotal conversations take out guesswork and a dependence on “gut feelings” by exposing the 20 most common sales conversational areas – and developing practical, repeatable approaches for each one.

In this session, participants will learn:

  • How to rapidly understand the true prospect/customer situation
  • To uncover the real issues a client considers before making a buy decision
  • The way to answer objections to frame offering in positive ways
  • Engage in business dialogue that moves the ball forward;
  • Communicate accurate “decision status” to sales management.
Ed Wallace AchieveNext
Wednesday 1/15 4:15 pm – 5:30 pm Sales Kiss Your Customers

This session will take attendees on a journey through the highs-and-lows world of relationship-building, utilizing the clever irony between business and romance. Today’s customers want to hire experts they can trust who can truly help them. However, customers also hire people they like. Learn through real-world examples from Fortune 500 companies to entrepreneurs on how to make amazing connections, drive repeats and referrals, and implement memorable strategies to overcome that one dangerously dissatisfied customer. This program features creative approaches to proven principles that will give attendees the tools needed to impact sales and improve customer loyalty immediately.

Andy Masters Masters Performance Improvement, Inc.
Wednesday 1/15 4:15 pm – 5:30 pm Leadership Forecasting for 2020: An Economic Outlook

Get an insider’s view of the U.S. economy and learn how it will impact the equipment industry. Learn the strengths and concerns for the U.S. macro economy, including the labor market, inflation trends, as well as key sectors such as housing and capital expenditures.

Sarah House Wells Fargo
Wednesday 1/15 4:15 pm – 5:30 pm Leadership The Four Enemies of Innovation and How to Overcome Them

Over the last decade we have experienced one of the largest economic swings in our nation’s history. Leading economists indicate more change is ahead. When the economy shifts, we must be ready to change our approach to doing business. Lasting change requires innovation but it’s easier said than done. This session will present the four enemies of innovation along with core strategies you can immediately implement in your dealership to align your business for even the most dramatic market evolutions.

Content includes:

  • The 8-Step Harvard approach to leading change
  • How character is the catalyst for innovation in your business
  • Two turnaround case studies that show the power of collective genius
  • An introduction to the seven elements of breakthrough leadership
Spencer Taylor Lumen Leader
Wednesday 1/15 4:15 pm – 5:30 pm Rental Rental Strategy, Business Models, and Operations: Common Dealer Practices

AED has embarked on a two-phased project to support member dealers in the management of their rental lines of business. Phase one identifies common practices currently utilized by dealers in their rental strategies, business models, and operations, while phase two is a rental-specific companion document to AED’s 2020 Cost of Doing Business Report.

The focus of this session is phase one, which presents current common practices drawn from extensive interviews with dealers of all revenue sizes. The common practices address strategic choices for rental as well as business model elections for both rent-to-sell and rent-to-rent models. The emphasis of this session is on the common practices of operating a rental line of business and includes key operating roles, inbound and outbound processes, and management of utilization.

In this session, attendees can expect to gather information that will enable them to benchmark their rental business to common practices revealed through the array of dealer interviews that have been conducted.

Dick Stewart Stewart Consulting
Wednesday 1/15 4:15 pm – 5:30 pm Management *Change is Like a Root Canal

Every organization must adapt to internal and external changes. Standing still is falling behind. Change is like a root canal. You know that you need one, it is going to stink to get one, but you know you will come out the other side way better than you were before.

In this session, you will learn the keys to successful implementation of change within your dealership through:

  • Keys to a successful change plan and what successful change looks like
  • Managing resistance and being in tune to difficulties
  • Being an effective change coach

Finding ways to celebrate

Anne Salemo Charter Software
Wednesday 1/15 4:15 pm – 5:30 pm Product Support Increasing Aftermarket Revenue: Where to Focus Your Efforts

Aftermarket parts and service revenue are the lucrative “long tail” of revenue for the heavy equipment industry, delivering over half of revenue and 80% of profit, on average. While frequently taking a back seat among other priorities, leading dealer organizations have honed in on several key areas to maximize parts and service revenue and profits.

This session will discuss successful strategies that have been implemented by equipment dealers to drive aftermarket revenue, through improvements in field service efficiency, streamlining of back-office processes, increasing billable hours, prioritizing service events, and improving customer communications.

Paul Miles Trimble, Inc.
Wednesday 1/15 4:15 pm – 5:30 pm Technology Turning the Dealer Flywheel: Leveraging Exponential Technology Everywhere

Technology is everywhere and how you apply it in your dealership can make the difference in moving your business from good to great. Your customers, your suppliers and your dealership are required to adapt and apply technology that is accelerating exponentially. Come prepared to share your experiences and learn how dealerships leverage technology in all aspects of selling and supporting equipment.

George Russell Machinery Advisors Consortium
Wednesday 1/15 4:15 pm – 5:30 pm Management * Manufacturing Engagement: Smart Strategies to Keep Your Top Talent from Becoming Someone Else’s

It’s no secret. Your best employees have the power to take their skills elsewhere. And that leaves your leadership teams with an enormous challenge: winning the war for top talent!

This trend reaches far beyond the heavy equipment industry. The Gallup organization reports close to 71% of all employees feel unsupported, detached, or disengaged from their current employer. The good news is we already know how to discourage top talent from leaving: keep them engaged.  With an engaged workforce, employees work harder, have fewer safety incidents, and are more loyal and profitable to their dealerships.

This program will cover:

  • Crucial reasons for motivating and retaining employees
  • Accountability criteria for creating a dealership-wide foundation of trust
  • Strategies for putting engagement practices into action
  • Skillsets for effectively identifying and recognizing accomplishments
  • Effective ways to strengthen employees’ emotional connection to the dealership

If you want to keep your top talent from becoming someone else’s, it’s time to engage your people. Master those skills now and reap the rewards for years to come.

Lisa Ryan Grategy
Thursday 1/16 2:00 pm – 3:15 pm Leadership Key Trends Outlook

In this panel session, dealers and manufacturers will discuss developing trends to help attendees prepare for changes that will impact business operations in the future.

Topics include:

  • Equipment: Outlook on how the next generation of owners view usage and idled equipment versus buying
  • Technology: How mobile apps and automation in finance will change how we do business
  • Employment: Best practices for having an adequate talent pool of skilled workers and succession planning in place
  • Accounting: How new accounting rules are changing how off-balance sheet financing is reported
Moderator: Tom Casey

Peter Bigwood

Lauren Gibson

Larry Kayton

Corey Vander Molen


Mecalac North America

Gibson Machinery

Vermeer Southwest

Vermeer MidSouth

Thursday 1/16 2:00 pm – 3:15 pm Leadership *Confront the Lizard: Outsmarting Your Reptilian Brain to Reach Your Leadership Potential

Having excellent decision-making skills, including the ability to overcome subconscious lizard brain influences, is vital to effective leadership. This unique program will teach attendees how to recognize and challenge their own subconscious impulses and preferences.

Key takeaways include:

  • How to remove the subconscious barriers to growth and innovation
  • How to focus on and achieve long-term goals over short-term results
  • How to promote and build trust with your team to improve relationships and employee engagement
Steve Haffner Steve Haffner
Thursday 1/16 2:00 pm – 3:15 pm Sales *Hippies to Hipsters: Communicating Across Generations

One of the biggest issues facing the equipment industry is the issue of multi-generational communication and continuity. Face it—from Baby Boomers to Generation Z, we use different communication tools, platforms, and methods, and the best managers need to know how to fine-tune their communications approach to get the best results out of all generations. In this session, learn how different generations can bridge the communication gulf, get on the same page, and work as a harmonious team.

Topics include:

  • Choosing your channel
  • Why “communicating with millennials” is obsolete
  • How to speak a common language
  • How to build effective multi-generational teams
Jesyca Hope Hope Communications Consulting
Thursday 1/16 2:00 pm – 3:15 pm Rental Marketing Rental

Is marketing your rental business different than selling machines?

Yes! Successful rental companies approach their customers very differently than the way traditional equipment dealerships approach theirs. While there are some marketing and selling fundamentals that are similar between the two, rental companies approach the marketplace in a unique way.

With millions of dollars invested in your rental inventory it is a must to understand how to effectively market your rental business to maximize your utilization and ultimately your profits.

Content includes:

  • Developing a rental marketing plan
  • Addressing location when attracting rental customers
  • Machine sales specialists and promoting rental
  • How rental customers make decisions when sourcing a distributor
  • Best practices in rental offerings
  • Renting trade-in machines
Owen Edwards Script International
Thursday 1/16 2:00 pm – 3:15 pm Product Support Analyzing Your Service Department for Peak Profitability Performance

Is your service department busy but somehow doesn’t seem to be making the profit that it should? This session will teach attendees a simple method for identifying and quantifying problems and opportunities in the service department. Learn what questions you should be asking, and receive a step-by-step template for understanding where the money goes, and why.

Bill Mayes Machinery Advisors Consortium
Thursday 1/16 2:00 pm – 3:15 pm Technology Lowering Client Acquisition Cost with In-Market Lead Generation

Getting leads is just half the battle; training your salespeople to follow up properly is the hardest part. In this session, learn how to harness technology to create in-bound lead generation systems that are more impactful, efficient, and cost effective than traditional techniques, like cold-calling. This session will also discuss best practices, strategies and tactics backed by real neuroscience, and challenge the typical dealership model of generating new business.

Ross Christifulli Equipment Funnels
Thursday 1/16 2:00 pm – 3:15 pm Sales Selling Boldly: How to Grow Your Sales by 10-20% in 5 Minutes Per Day

In this powerful session on sales growth by the author of the Wall Street Journal Bestseller Selling Boldly, Alex Goldfayn lays out the mindsets and simple actions that will grow your business by 10-20% in five minutes per day. Alex is the CEO of the Revenue Growth Consultancy, and his clients add 10-20% annually, year after year, while doing the work that is laid out in this session.

Alex Goldfayn Revenue Growth Consultancy
Thursday 1/16 3:30 pm – 4:45 pm Rental Legal Challenges: Renting Your Equipment in a Changing Industry

The heavy equipment industry is changing, and the rental business is growing. This session will help dealers understand the challenges on the horizon from a legal standpoint.

Topics include:

  • Renting without violating your dealership agreement
  • Getting paid
  • Seizing equipment legally
  • Negligence claims
  • Insurance issues
  • Maximizing revenues: what can be legally charged for and how
  • Damage waiver provisions
  • Class-action lawsuits
  • Laws applicable specifically to rentals
James Waite James Waite Law LLC
Thursday 1/16 3:30 pm – 4:45 pm Management *Caution! Invisible Mind Blocks at Work: How to Defeat Subconscious Negativity, Biases & Resistance in the Workplace

Creating and maintaining an effective office or work environment requires decision making that aligns with your dealership’s goals and reflects its values. This program explores the natural unconscious tendencies that can subvert a positive and productive workplace.

Key takeaways include:

  • How to improve assessments, including hiring processes and performance evaluations
  • Overcoming the negativity and suspicion that is a natural tendency in the face of uncertainty
  • How to be more productive by understanding the source of “lizard brain” resistance
Steve Haffner Steve Haffner
Thursday 1/16 3:30 pm – 4:45 pm Product Support Are You Missing the Boat in Maximizing Your Parts Profitability?

Parts should be one of the most profitable areas of your business and should deliver a steady flow of cash. But too many dealers have their parts department on autopilot and let much of their profit leak away. This session will take the mystery out of parts management and teach the key areas and levers to pull to maximize profit and minimize loss. Attend and take home a simple template to use to analyze your own parts department.

Bill Mayes Machinery Advisors Consortium
Thursday 1/16 3:30 pm – 4:45 pm Management *Crisis Response: Tactics & Best Practices

When an emergency strikes, your dealership needs to know the answers to two important questions: “What do we do now?” and “What have we done already?”

If your dealership is not ready to respond to a crisis, it must get ready. No one can be sure what sort of emergency may arise. Be it catastrophic injury, employee misconduct, criminal allegations, shocking allegations, or financial peril, your organization can take proactive steps to mitigate reputational and financial harm that may arise.

This session will assist attendees in their crisis management preparations. Attendees will learn tactics to prepare for crisis events that cannot be controlled or predicted, how to continue to carry out their mission while facing a crisis, and how to address the chaos that may come with scrutiny from the public or media. It will also provide attendees best practices on how to return to normal operations as soon as possible after the crisis, and how to prepare for potential litigation.

Michael Airdo Kopon Airdo LLC
Thursday 1/16 3:30 pm – 4:45 pm Leadership *Women in Leadership

Attend this session with women leaders from across the industry for a moderated discussion on their journeys to the leadership positions they are in today. Attendees will gain insight on how leaders can promote diversity and inclusion in their dealerships to build high-performing teams and drive profitability.

Moderator: Alexis Gladstone

Amanda Larocque

Jennifer Nelson

Heather Sutton

DeLene Martin Bane

Kelly Emery

The Chatfield Group

Vermeer Canada

James River Equipment

H&V Equipment Services, Inc.

Martin Equipment

Emery Equipment

Thursday 1/16 3:30 pm – 4:45 pm Sales Differentiating Your Company from the Competition

Customers in your market have many choices in their purchase and rental decisions. There are many factors in which a customer may decide to do business with you. In this session, attendees will learn how to create a competitive advantage for their dealerships through:

  • Asking the right questions
  • Listening to the answers
  • Applying benefits that will motivate the customer to purchase or rent
  • Overcoming objections
  • Building loyalty by consistently delivering an exceptional customer experience

With so many options and smarter customers who have access to more information, your employees must be prepared to help themselves and your company stand out. Learn how to deliver value, which means delivering a level of service which exceeds customer expectations.

Barry Himmel & Marc Aldinger Signature Worldwide
Thursday 1/16 3:30 pm – 4:45 pm Leadership Right to Repair: Why Should Equipment Dealers Care?

At the state, provincial and federal levels there are well-organized efforts pushing so-called “Right-to-Repair” laws. Right-to-repair legislation seeks to make diagnostic software for repair purposes available to consumers. However, these proposals are written in such a way to allow uncontrolled access to embedded software code that manages safety, performance, guidance and emissions compliance systems operating in equipment and machinery. Hear from representatives from leading OEMs and trade associations about the truth behind the Right-to-Repair movement, why equipment dealers should be concerned and how they can get involved.

Moderator: Daniel Fisher

Jason Francque

Tia Sutton

Tom Walters

George Whitaker

Associated Equipment Distributors

John Deere

Truck & Engine Manufacturers Association

Caterpillar Inc.

CNH Industrial