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 2018 event.

Sessions and topics are subject to change.


Leadership Lessons From the Streets
What do first responders have in common with high-performing leaders in the business world? Both have to remain calm under pressure. Both must deliver in the clutch. Both must motivate and empower their teams in an ever-changing environment. Learn how you can apply these tough lessons on leadership and teamwork learned while working the street to your own dealership.
The Top 10 Things Your Boss Wants You to Know But Won’t Tell You
Many employees want to make a great impression at work and advance in their careers, but they unknowingly sabotage themselves because they lack polish and presence, even if they possess the right technical knowledge. In this session, participants will learn the business etiquette and manners used by experienced executives to build rapport and maintain business relationships. Enhance your professional image, increase your interpersonal effectiveness at work, and transform into a savvy, confident businessperson!
Flourishing, Functioning, or Flailing?
You made it through the last few years of industry turmoil… but now what?  How can you move your dealership away from just functioning, maybe even flailing, towards an organization that is flourishing?  Planning is always better than reacting in an industry as volatile and capital-intensive as the equipment dealership industry where costs of being passive can pile up quickly. Our dealership team will share with you specific tips in planning that have actually been implemented, including:

  • Strategic Planning: Proactively managing the Organization you are becoming
  • Understanding Opportunities
  • Effective Goal Setting and Accountability Models
  • Managing the expectations of your Shareholders and Leadership Team
Forecasting for 2018: An Economic Outlook
Get an insider’s view of the U.S. economy and learn how it will impact the market for construction machinery. Know the strengths and concerns for the U.S. market among key sectors such as housing, capital expenditures,and energy.
Appreciation Strategies: How to Harness the Power of Gratitude in Business and in Life
Learn simple strategies for completing the gratitude cycle – both in the giving and receiving of appreciation. In this session, you will learn practices which take less than five minutes a day that will SHOW you the impact of sincere appreciation. You’ll be surprised by the science behind this incredible power and discover why gratefulness is much more than a “feel good” emotion. You will leave this session with an action plan that will produce dramatic and positive results in your business and in your life.
Ten Leadership Lessons from the Real World
When you’ve been in the heavy equipment business for 40+ years, you learn a thing or two. In this session, participants will learn how to apply the leadership principles of a seasoned dealership executive.



Get Paid & Empty Your Lot
Equipment that’s sitting on your lot isn’t just wasting space, it’s costing you money. Dealers are moving to capitalize on that unsold inventory by moving into rental, where they can move that equipment off the lot continually.In this session, attendees will learn how to organize a rental division and set them up according to rental industry principles, which technologies are crucial to competing in rental, how sales techniques differ from rental techniques, and why rental software is critical to managing your rental business.
Equipment Financing Trends: Usage & Service Based Models
Manufacturers and dealers are consistently faced with customer demands to continually increase operational efficiencies, reduce margin and the need for equipment to be “always on.”Increased collaboration between manufacturers, dealers, distributors and resellers is leading to usage-based and managed services business models to meet these demands and unlock new revenue opportunities and partnerships.During this session, attendees will gain an understanding of new equipment financing trends and outlook, and learn ways equipment financing can maximize investment in equipment and add value to their business model. They’ll also get pragmatic use cases of results and usage-based financing models.
A Handshake is Not Enough: Common Rental Contract Mistakes and How to Avoid Them
Equipment rental operations can be deceptively complex. As dealers, you deal with a wide range of customers, equipment types, geographies, weather conditions, and legal requirements. The rental contract must incorporate all of these considerations the associated potential liabilities—attend this session and make sure your rental contracts are working as hard as you do.



Smart Sales Hiring – How to Hire the Right Salesperson (for you) Nearly Every Time
Hiring salespeople is one of the most critical, yet one of the most mistake-ridden, processes in growing a company.  Yet, too often, managers rely on gut instinct, rather than repeatable processes, to hire salespeople.  That’s the wrong approach.  If you’re not winning on sales hires at least ¾ of the time, you’re probably doing it wrong. In this session, participants will learn about:

  • Designing the Hire – know what you’re looking for before you start looking
  • Writing the Ad
  • Building Your People Bank
  • The Five Second Resume Screen
  • Conducting a Winning Resume’ Focused Interview
  • Due Diligence
  • Behavioral Interviewing – the hiring manager’s silver bullet
  • Using Psychometric Profiling to lock in the right hire
  • Making the Offer
21st Century Prospecting
Sales has changed more in the last decade than in the previous 100 years, and nowhere is this more obvious than in Prospecting.  We have far more tools than we used to – but less knowledge of how to use them.  In this program, we will clear up the myths and show a consistent, reliable method of delivering a flow of new business.  Topics covered include:

  • Today’s prospecting environment
  • Your objective
  • How to build a Data Driven Teleprospecting Program
  • Your approach – the Infomercial
  • How to get three appointments in one hour per week on LinkedIn
  • Holding Yourself Accountable
Ask the Right Questions: Deliver Exactly What Your Customer Wants
Product knowledge isn’t king.  Customer knowledge is king!  The better you know your customers, the better you can sell to them and partner to them in creating successful programs. Customer knowledge is about what you ASK; the biggest factor in your sales success is the questions you ask your customers. In this program, attendees will learn how to ask incisive, meaningful, and important questions of customers that will help them tell you how to sell them!  Topics covered include:

  • Tabula rasa, what it means, and why you must understand it to be an effective questioner
  • Big picture questioning – why most salespeople don’t ask it and why you have to
  • Small picture questioning – fitting Ad Specialty products into their needs
  • SWOT analysis  – how to find your customer’s four key buying motivators
  • Helping the buyer define success through your questions
Strategic Planning: A Granular Data-Driven Approach to Strategic Sales
Imagine if your sales team knew exactly what to sell, when to sell and who to sell it to!Today’s information systems and analytics can be used to do exactly that, during the strategic planning phase of your sales process.  This session will focus on how to apply customer information to the planning stage, including techniques for building strategies and tactics based on detailed information, using planning systems and new analytic tools like Power BI.



Talent Management Bootcamp: It Shouldn’t Be So Complex
Wikipedia defines talent management as the science of using strategic human resource planning to improve business value and to make it possible for companies and organizations to reach their goals.  Everything done to recruit, retain, develop, reward and make people perform forms a part of talent management as well as strategic workforce planning.Talent management often includes engagement, recognition, retention, motivation, learning/training and development.Easy, right?  Not so much.  There are lots of moving parts to talent management, but which ones should you focus on and which ones will lead your organization to success?According to research from Bersin & Associates, companies with highly-effective talent management strategies achieve 26 percent higher revenue per employee and 41 percent lower turnover among high-performing employees on average.
In this session, you’ll learn:

  • What exactly are considered talent management components today
  • How talent management differs from general human resources, and why both matter
  • Where you should focus your efforts for greatest impact
  • Which advanced tools can help you succeed
Treating & Training Your Field Service Technicians to be Company Ambassadors
Few people in your organization have as much interaction with your customers than you field service techs. They become your ambassadors and can be the most trusted people in your organization. However, most of their training is focused on technical skills — little time is spent on:

  • building relationships
  • understanding the value and importance of customer relationships
  • specific skills related to developing a loyal customer
  • what to do and say (or not say) when a customer is upset
  • recognizing additional sales opportunities and passing them along

While it is critical that the equipment is serviced properly, you must also recognize this as an opportunity to strengthen the customer relationship.

The Emerging Workforce: Complex, Confident, and Change Ready
With 20 years of groundbreaking research tracking worker mindsets and trends through the Emerging Workforce Study, we have identified changing attitudes and expectations of today’s workers and uncovered strategies to help companies attract, engage and retain a high-performance workforce.Each person will take a survey to identify where they fit.Attendees will also understand key factors impacting candidate attraction and how to attract candidates, how social media and a company’s online reputation influences worker perspectives, how worker expectations vary, and why the need for timely succession planning for Gens Y and Z is so important.
Cyber Exposure: Recognizing Potential Liabilities and Coverage Gaps
This Session will focus on the the way that insurers and the courts have responded in both applying traditional coverage to cyber breaches, and in developing new products and services targeted to this risk. Attendees will learn to identify how their business’s use of cyber media and other services can create new potential risks and liabilities, be able to evaluate their business’s current cyber risk exposure, opportunities for their business to prepare for potential losses or exposure, and minimize the fall-out if a cyber security event occurs, and leave the session prepared to apply these principles in the organization and management of their business, including recognizing any gaps in their current coverage.
D.C. Debrief: Insiders Perspective on Politics and Policy in Our Nation’s Capital
One year into the Trump administration and Republican control of Congress and the White House, leading policy experts discuss the outlook for the construction equipment industry’s priorities, including infrastructure investment and tax reform legislation, and whether control of Congress is up grabs with the midterm elections approaching in November.



Telematics: Over Promised and Under Delivered
Organizations today collect massive amounts of information from their suppliers, service providers and even their connected assets. However, when it comes to being able to use data to drive business decisions, the quality, consistency, and actionability of data too often falls short of hyped potential. Like a doctor who can tell you that you’re sick but can’t provide a treatment plan, telematics-driven data such as sensors or other smart connections (Industrial Internet of Things, or IIoT deployments) are not very useful by themselves. After all, knowing that a piece of equipment has failed does not help managers enact a repair plan.To realize the true benefits of your IoT investments, data must be contextual, integrated and actionable.Service Relationship Management (SRM) is a strategic business approach that delivers actionable, dynamic, service event response.SRM begins by integrating a variety of information and data streams. It shares that information to create and strengthen customer-supplier relationships, drive improvements in asset and equipment uptime and performance, and enable more consistent, reliable, and less costly maintenance processes.Companies who have implemented SRM can:

  • Measure technician skills to know who to send to which job, resulting in a speedier fix and happier customer.
  • Sending same-day estimates from in the field, using a mobile device.
  • Understanding how customers use assets in order to drive cross-sell and upsell parts and services.
How to Effectively Use Technology to Service & Repair Heavy Equipment Machines
Although traditional tools remain important and experience is often the best “tool” a Technician can have, modern technology has added a variety of new tools to the Technician’s toolbox. There are significant benefits to remotely connecting to heavy equipment machines but not all Technicians may be taking advantage of this new technology. Outside of remote connection, there are many ways a Technician can take advantage the machine’s electronic monitoring and managing systems before, during and after servicing, or repairing a machine. This presentation will attempt to raise awareness of some of these extra “tools” available and lead to making Technicians more effective and efficient while reducing machine downtime.
Is Your Service Department Designed for Peak Performance?
The most productive service departments optimize flows: machines in and out of bays, parts and special tools to the technicians, and work order/other information from technicians to administrative departments. Attend this session and learn how to evaluate the performance of your service department, identify and eliminate technician time wasters, and build a bridge between your Service Department and your Parts Department.



Beyond Search and Social: A More Effective Approach to Digital Marketing
Twenty years ago “new marketing” meant search engines and SEO, ten years ago social media became the new shiny marketing penny and today well… what works? Certainly search and social are important and deserve a seat at the table and we’ll discuss their role; but the solution is bigger than that. Today, digital marketing needs to be integrated with your sales process and traditional marketing channels. Big data technology has enabled the integration of marketing data with core business systems – CRM, ERP, ecommerce, etc.This session will describe an approach successful marketers use to maximize their lead to revenue metrics through the development of marketing information systems to target and engage prospects, and present sales with information-rich and highly qualified leads. The goal is to fill the top of the funnel and keep sales focused down-funnel on those prospect with the highest likelihood of closing.
Training Faster, Selling Smarter: Bridging the OEM/Dealer Sales Divide with Digital Tools
If you work in sales or marketing in the heavy equipment industry, you’ve experienced the disconnect between OEM and channel sales. OEM marketing and sales staff are inundated with requests for material and information, with a restricted view of what is being used by whom, when and how. Dealer sales reps often feel stranded without proper training, collateral, and documentation to go knowledgably into the field. New reps take a while to get up to speed, and even seasoned veterans have little choice but to operate with outdated product info. This session will include moderated round-table discussions in which participants will have a chance to discuss the biggest obstacles they face in enabling their sales force to become more productive.
How Equipment Distributors are Transforming Their Customer Engagement and Winning Big
Client relationships and maximizing follow on sales are critical for every equipment distributor organization. This sixty-minute session will focus on why equipment distributors are relying on cloud technology to improve client relationships. This session will specifically showcase how to improve your customer experience by optimizing customer-facing work streams such as delivering a 360 degree Account Management view, managing opportunities for your sales team and rentals at job sites and tracking both your equipment and the competition at a customer.
Build Differentiation Through Digital Transformation
The unprecedented pace of technological changes and innovation made possible by the digital revolution shows no signs of slowing. Customer behaviors and needs change, and you must have the flexibility to adjust your business practices in order to meet those changes.And it’s not just about offering the lowest prices. To succeed, there must be layers of service that differentiate your business and help build customer loyalty.Attend this session to learn ways that you can start building differentiation through digital transformation and the technologies that can help make these goals a reality.