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MONDAY, MAY 24, 2021

Please note:  All session times are in Pacific Standard Time

Sales Management at a Distance
Troy Harrison | Troy Harrison International 

One of the most challenging topics in the world of sales management is how to manage salespeople that you are not seeing face-to-face on a daily or weekly basis. Many distributors, manufacturers, and other companies in the equipment industry have a remote sales team. There are techniques and technologies that will enhance our communication and accountability with remote sales teams, and in this session attendees will learn best practices to get the most out of their sales team, no matter where they may be.  

Learning objectives include:  

  • Easy and cheap technological tools to help you manage your team  
  • Gaining remote accountability  
  • Best practices for remote onboarding  
  • Communicating with your remote salesperson 
  • And more!  

About Troy Harrison:
Troy Harrison has trained salespeople from 23 different countries on two different continents. He’s worked with principals of companies in the United States, Canada, Europe, and the Middle East. That’s why they call him the “Sales Navigator” – he navigates the globe teaching the very best and most contemporary techniques for selling and sales management to clients worldwide.

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EDUCATION SESSION | 1:45 – 2:30 pm
Strategic Planning: How to Forecast Your Sales With Confidence
Steve Clegg |Winsby, Inc.  

This session will explore a 12-month forecasting model based on artificial intelligence that has been developed for dealers and manufacturers. It reliably predicts sales by incorporating the past three years of data and has a confidence level of over 95%. The session will break down the forecast by parts, service, rental, and equipment by location. Attendees will learn a method of predicting future revenues that is based on concrete actions that show exactly what steps need to be taken to grow their business. to achieve success.

About Steve Clegg:
Steve Clegg and Debbie Frakes founded Winsby Inc. They had both been involved with a variety of businesses and had developed predictable ways of generating growth. They wanted to share their knowledge and experience with other companies to help them minimize problems in figuring out the best ways to grow.

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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


Bulletproof Selling: Systemizing Sales for the Equipment Industry

Shawn Rhodes | Shoshin Consulting

Sales is often called the battlefield of business, and for good reason: no matter how great our products or services are, if we can’t sell them we’ll lose the battle for customers. Shawn Rhodes, named a top sales expert by the National Speakers Association, has paved the way in the world of sales by showing businesses from Fortune 100 companies to solopreneurs how to systemize their sales processes to never lose a sale for the same reason again. In this interactive breakout, he’ll share how salespeople can begin to systemize their sales processes, scale successes and ensure they never lose a sale for the same reason twice.

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EDUCATION SESSION | 4:00 – 5:15 pm

During this time, there are no Sales 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 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


Sales Management at a Distance
Troy Harrison | Troy Harrison International 

Getting the highest performance from your salespeople can be challenging. It’s even more challenging when you don’t have good metrics and KPIs to work from, but yet, most companies in the equipment industry do not. Without good metrics, you won’t know whether your salespeople aren’t performing because of a lack of skill, a lack of effort, or other reasons. This session will show you an easy-to-implement method of building a set of sales metrics that will track the key junctures in the sales process.  

 Topics covered include: 

  • What activities to track 
  • Working with the end in mind 
  • How to use your performance model to troubleshoot 
  • Tools to track activity 
  • And more! 

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EDUCATION SESSION | 3:15 – 4:30pm
Customer Service & Sales Culture: Perfect Together
Todd Cohen | SalesLeader LLC

Customer service is a vital part of the overall organization and, in many cases, drives profits and growth. Yes, some organizations still separate the two functions, but that is costing you money and prestige. Attend this engaging and informative session to increase profits, associate retention, and drive your customer satisfaction AND sales in 2021!

Browse Wednesday Education Sessions

About Todd Cohen:
A dynamic, engaging and motivational keynote speaker, Todd brings a message that is relevant to any organization striving to increase revenue, strengthen relationships and improve client satisfaction. Using humor and real-life examples, Todd demonstrates how every conversation is a “selling moment” and how everyone can contribute to the growth and profitability of the organization.

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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