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MONDAY, MAY 24, 2021

Please note:  All session times are in Pacific Standard Time


During this time, there are no product support tracks. Browse more than 30 in-depth, educational sessions – each with practical takeaways and ideas to keep you, your team, and your dealership moving forward. Sessions cover topics in Canada, Leadership, Management, Rental, Product Support, and Technology.

Browse Monday Education Sessions


Work in Process: Taming the Beast
George Russell| Machinery Advisors Consortium

After all these years, why are we still talking about WIP? Most dealers have hundreds of thousands of dollars tied up in work in process. Attend this session and learn the steps that other dealers have taken to close work orders in hours and days instead of weeks and months. This session will discuss specific steps that you can take to tame your WIP beast and free up your cash.

Browse Monday Education Sessions

About George Russell:
George Russell started with International Harvester in 1975 and left CNH Industrial in 2006 as VP, Case CE Europe to start working directly with dealers. He leads 5 on-going Case, Case IH, Mixed Brands Ag and Toyota Materials Handling Best Practice dealer groups, as well as leading workshops for OEMs and AED programs with titles like “Branch Management,” “Parts & Service Profitability,” “Service & Parts Performance Dealer Groups,” and  “Financial Leadership and Growth.” He writes a regular dealer business improvement column for Farm Equipment magazine, and co-authors the annual ‘Big Dealer’ report for Ag Equipment Intelligence as part of his focus on growing & consolidating dealerships.  He is a founding member of Machinery Advisors Consortium.


GENERAL SESSION | 3:00 – 4:00 PM
Will You Manage the Change COVID-19 is Causing Or Will Those Changes Manage You?
Shawn Rhodes | Shoshin Consulting

In the world of heavy equipment, the best plans may not always work out as planned. To address the constant challenge of adapting to COVID and its effects on our companies and teams, TEDx speaker and nationally syndicated columnist Shawn Rhodes will share how the best teams and organizations pivot to leverage change when it occurs, built engaging cultures and ensured the experience of our senior leaders doesn’t leave when they do.

About Shawn Rhodes:
Shawn Rhodes leveraged his former life as a war correspondent to become an international expert in how the best teams pivot when change enters their plans. He's a Tampa-based TEDx speaker and his work studying teams in more than two dozen countries - some the most dangerous places on the planet - has been published in news outlets around the world including TIME, CNN, NBC, Forbes, the Wall Street Journal and INC. His clients have included Deloitte, ConAgra, Coca-Cola and dozens of similar businesses. Shawn is also a nationally-syndicated columnist with the Business Journals and author of the new book "Pivot Point: Turn On A Dime Without Sacrificing Results.


TUESDAY, MAY 25, 2021

Please note:  All session times are in Pacific Standard Time

GENERAL SESSION | 8:30 – 10:00 AM
8:30 am General Programming

  • National Anthems (Canada then US) Video/Music
  • President & CEO Welcome – Brian McGuire
  • Presentation of P.E. MacAllister Democracy Award
  • Presentation of Morton R. Hunter, Sr. Distinguished Industry/Association Contribution Award
  • Chairman Welcome – Ron Barlet, Bejac Corporation
  • Presentation of The Chairman’s Award

9:00 am | OEM Panel sponsored by e-Emphasys

  • Doug Hundt – President, Industrial – Vermeer Corporation
  • Jason Daly – Global Director, Marketing & Support – John Deere Construction and Forestry
  • Stephen Roy – President – Volvo Construction Equipment North America
  • Kristin Girard – Distribution Director – West and Canada — Caterpillar Inc.
  • Mike Ballweber – President – Doosan Bobcat NA
  • Tim Tripas – VP & GM, CE Division – Komatsu America Corporation

Sponsored by e-Emphasys


The Customer Service Process
George Russell | Machinery Advisors Consortium

There are lots of moving parts to running a service department and when they are out of sync, customers both external and internal are upset and the money stops flowing. WIP goes out of control and negotiating hours billed becomes a regular occurrence. Learn the steps of a best-in-class customer service process and how you can install it in your dealership.

Browse Tuesday Education Sessions


EDUCATION SESSION | 4:00 – 5:15 pm
Lifecycle of a Part: Key Decision Points
Bill Mayes| Machinery Advisors Consortium

Balancing your investment in total parts inventory with customers’ demands for excellent over-the-counter availability has always been a problem. Although many manufacturers now offer automatic restocking programs, this doesn’t let the dealer off the hook for making the final decisions to stock or not to stock and at what level. Understanding where a part is in its “life cycle” allows you to make better stocking decisions to satisfy more customers and get the most out of your inventory investment.

About Bill Mayes:
Bill has a breadth of experience with both OEM and retail experience, including 25 years with John Deere, where he held positions in Whole Goods Sales, Finance and Product Support. Bill was the Manager of Construction Parts Marketing at Deere & Co. when he left John Deere to accept a position as Director of Product Support for Case Construction. He subsequently held positions with CNH as Worldwide Director of Service Marketing and Sales Director, New Holland & Kobelco. Bill left CNH to join MachineryLink, a start-up rental company, where he was VP, Fleet Management and Field Operations.

Browse Tuesday Education Sessions



Please note:  All session times are in Pacific Standard Time

GENERAL SESSION | 8:30 – 10:00 AM

8:30 AM

  • The AED Foundation Chairman Welcome – Jeffrey Scott, Intermountain Bobcat
  • Chairman’s Inaugural Ceremony
  • Presentation of Paul D. (Bud) Hermann Emerging Leaders Award

9:00 AM | What Lies Ahead: The Industry’s Economic Projections

Moderated by Eli Lustgarten, ESL Consultants


  • J. Brian Henderson, CFA – CIO, BOK Financial Corporation
  • Christian Lawrence – Senior Cross-Asset Strategist, Rabobank
  • Connor Lokar – Economist, ITR Economics


EDUCATION SESSION | 1:30 – 2:45 pm
Maintaining Positive and Productive Parts & Service Teams in a Stressful Environment
Bill Mayes| Machinery Advisors Consortium

2020 was a year that tested the resiliency of your customers, your employees, and yourselves. We often don’t pay enough attention to the emotional toll that these times take on our people, but leaders with strong emotional intelligence skills can lessen the burden in the work environment and maintain a well-balanced and functioning team. Attend this session and learn six key areas of focus that will help you help your people stay positive and productive.

Browse Wednesday Education Sessions


EDUCATION SESSION | 3:15 – 4:30pm
Creating Marketing and Growth Plans for your Parts Department
Sara Hey | Bob Clements International

Your parts department is the lifeblood that flows through your dealership. There isn’t an area of your dealership that your parts department doesn’t touch. So, how do you take an area of your dealership that touches everything and grow it, without incurring any additional expense? Attend this session and walk through a strategy to market your parts department and grow it with the team you have in place, all while continuing to implement an excellent customer experience.

About Sara Hey:
Sara’s journey working with dealerships started when she was young by providing child labor packing VHS training tapes for dealers across the country. In college, she studied psychology, which has been a huge benefit working in her family’s business as well as with family-owned dealerships over the last 10+ years. Now, Sara spends her time speaking at conferences around the world and working with both manufacturers and dealers to achieve success.

Browse Wednesday Education Sessions




A Conversation with Paul Ryan Presented by DLL

  • 7:45 pm Inaugural Speech – Craig Drury, Vermeer Canada
  • 7:55 pm Sponsor Comments & Introduction of Paul Ryan
  • 8:00 pm A Conversation with Paul Ryan moderated by Brian McGuire

Attendees can expect to hear from the former Speaker on Wednesday evening as a part of the conclusion of the event. As has been the tradition in year’s past, Speaker Ryan will be joined on stage by AED President and CEO Brian P. McGuire for questions and discussion upon completion of the events closing dinner.

About Paul Ryan:
Paul Ryan earned a degree in economics and political science from Miami University in Ohio before beginning his political career as a young congressman of 28 when first elected in 1998 to represent Wisconsin’s First Congressional District.

In Congress, Ryan served as chairman of the House Budget Committee, where he proposed a plan to balance the federal budget and pay off the national debt. Later, as chairman of the House Ways and Means Committee, he spearheaded efforts to simplify the tax code, protect health care choices, advance free trade and strengthen the economy.

After an unsuccessful vice presidential run with Governor Mitt Romney in 2012, Ryan continued to lead efforts in Congress to rebuild our national defense, expand domestic energy production, combat the opioid epidemic, reform our criminal justice system and promote economic opportunity.



Download The 2021 AED Summit App

The 2021 AED Summit app is home to all things Summit. Users can find upcoming sessions, educational tracks, speakers, attendees, and much more! Download to make your virtual experience that much better! You will be able to save education sessions to your schedule and receive essential Summit updates. You will also be able to download presentations on the app. Download now the App Store and Google Play Store.

Sponsored by e-Emphasys


Please note that if you choose to change your virtual registration to an in-person registration, you can do so at any time; simply reach out to an AED staff member at to notify them.

Reserve Your Room Block

We recommend for in-person attendees to arrive on Sunday, May 23, to enhance their Summit experience and access all the programming.

Stay within the Exclusive AED Room – Discounted Room Rates End 5/7/2021

Reserve your rooms from Sunday, May 23 – Thursday, May 27

Hotel Information:
The Mirage Hotel
3400 S Las Vegas Blvd
Las Vegas, NV 89109

Reserve at

Please be aware some third-party travel companies may attempt to solicit you regarding housing for the 2021 AED Summit. Although these companies represent themselves as the “official” housing source, they are not authorized by AED and may provide false information regarding the availability of rooms at the conference hotel.


Refunds will be permitted until 72 hours before the event. In the event Summit 2021 is canceled for reasons due to COVID-19, the attendee will have the option to roll over registration to next year or have it fully refunded.

Do you still have questions? For any additional Summit information, please reach out to an AED staff member at

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