Virtual Summit Experience

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How to Access Virtual Sessions

Beginning Monday, May 24, virtual registered attendees will be able to access the Summit virtual platform. Please refer to the Important Dates and Details section to view the dates and times of sessions you will be able to access.

How it works:

  • Session login items will be sent to you via email at the beginning of each day of Summit that includes the sessions, dates, times and login links
  • Virtual attendees will then click the unique link on the sessions they would like to attend
  • Each session will also have a unique WEB ID number

Having trouble logging in? Please contact a Regional Manager or email

Senior Director of Member Engagement or (630) 465-3622

MICHAEL DEXTER or (630) 465-2888

SEAN FITZGERREL or (630) 352-9372

THOMAS LUNNEY or (630) 465-6647

SCOTT MCPHERSON or (312) 882-2473

Want to get in contact with our Business Services team?

JON CRUTHERS or (630) 574-0650 EXT. 5127

DENNIS BUDZ or (630) 574-0650 EXT. 5119

MIKE KONDRATH or (630) 574-0650 EXT. 5121

Important: Summit virtual platform works across multiple browsers, including Chrome, Edge, Firefox, etc., but performs best with Chrome. To ensure success, make sure you are using the most updated version of your browser and have recently cleared your cache for optimal performance.

AED’s Recommended Etiquette Guidelines for Virtual Conferences:

  • We recommend turning off all apps except for Zoom for an optimal experience.
  • We encourage that you have a stable internet connection (you can test yours at
  • We will be utilizing the Zoom Q&A feature for questions during each session.


Customize Your Summit Experience!

Select your preferred areas of interest/job title, and we will provide our recommended schedules for your virtual Summit experience


Set Your Schedule

There’s so much to see and do at this year’s virtual Show. Get a head start on planning your show schedule, select preferred education sessions, and connect with fellow attendees on our Summit mobile app.

  • Keynote Presentation – This year’s keynote presentation will take place on Wednesday, May 26, from 7:45-9:00 pm and will feature a conversation between AED’s President and CEO, Brian P. McGuire, and Former Speaker of the House Paul Ryan. Learn more here:
    • Thank you to our keynote presentation sponsor: DLL

Thank you to our technology education track sponsor: Trimble

Thank you to our product support education track sponsor: DPL Telematics

Thank you to our leadership education track sponsor: Targit


  • 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.



The virtual Summit experience is here! As you prepare to join us for the first-ever virtual version of AED’s Summit, we’re making it simple to understand your virtual experience will work.

Below is everything you need to know to successfully access, learn and enjoy this year’s Summit from wherever you choose to be!

Please note: All session times are in Pacific Standard Time

May 24-26, 2021 – AED’s Summit 2021 is live. Monday, May 24 through Wednesday, May 26, you will have access to professional education sessions, general sessions and our keynote presentation, A Conversation with Paul Ryan Hosted by DLL.

MONDAY, MAY 24, 2021

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

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.

12:30 – 1:15 PM

  • Technology – Predicting the Future: How Machine Learning & AI Will Transform the Construction Equipment Distribution Chain | Simon Ferguson | EquipmentWatch
  • Sales – Sales Management at a Distance | Troy Harrison | Troy Harrison International

1:45 – 2:30 PM

  • Management – To Know and To Be Known | Chief Craig Haigh | Hanover Park Fire Department
  • Leadership – Leading Through Change: Building Resiliency During Crisis | Jill Berg | INsight Consulting, Inc.
  • Product Support – Work in Process: Taming the Beast | George Russell | Machinery Advisors Consortium
  • Sales – Strategic Planning: How to Forecast Your Sales With Confidence | Steve Clegg | Winsby, Inc.

TUESDAY, MAY 25, 2021

8:30 AM – 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

2:15 – 3:30 PM

  • Leadership – Negotiation Strategies for Formal and Informal Dispute Resolution aka Let’s Make a Deal | Mark Leitner, Joseph Goode, John Halpin | Laffey, Leitner & Goode LLC
  • Rental – Your Rental Department Needs to Grow Up! | Larry Kaye | Script International
  • Sales – Bulletproof Selling: Systemizing Sales for the Equipment Industry | Shawn Rhodes | Shoshin Consulting
  • Management – Management to Leadership: It’s Mindset Not Just Metrics | Todd Cohen | SalesLeader LLC
  • Product Support – The Customer Service Process | George Russell | Machinery Advisors Consortium
  • Canada – Canadian Construction Outlook: Looking Past the Pandemic (East) | Bob Collins | BuildForce Canada

4:00 – 5:15 PM

  • Rental – Benchmarking Rental for Performance Management | Dick Stewart | Stewart Consulting
  • Leadership – Never Put All Your Money on 7, but Maybe on These 7 Key Principles | Marc Johnson, Clinton Baker | KCoe Isom
  • Product Support – Lifecycle of a Part: Key Decision Points | Bill Mayes | Machinery Advisors Consortium
  • Technology – Amazon Business is Coming for the Construction Industry: What You Need to Know | Luke Powers | Gearflow
  • Canada – Canadian Construction Outlook: Looking Past the Pandemic (West) | Bob Collins | BuildForce Canada



8:30 am

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

9:00 AM

  • What Lies Ahead: The Industry’s Economic Projections

1:30 – 2:45 PM

  • Rental – Strategies to Improve Your GPMs When Selling Rental Machines | Larry Kaye | Script International
  • Technology – The Five Revenue-Generating Marketing Moves You Must Make | Thomas Armitage, Melinda Aiken | Site-Seeker, Inc.
  • Leadership – Managing Your Business in Our New Reality | Greg Stangl | DLL
  • Product Support – Maintaining Positive and Productive Parts & Service Teams in a Stressful Environment | Bill Mayes | Machinery Advisors Consortium
  • Management – My Way or the Highway | Marcy Brajkovic | Chatfield Global LLC

3:15 – 4:30 PM

  • Management – Relationships Matter | Chief Craig Haigh | Hanover Park Fire Department
  • Product Support – Creating Marketing and Growth Plans for Your Parts Department | Sara Hey | Bob Clements International
  • Sales – Customer Service & Sales Culture: Perfect Together | Todd Cohen | SalesLeader LLC
  • Rental – Buying, Selling, and Leasing Equipment in the COVID Environment | James Waite | James Waite Law
  • Leadership – Government Affairs Session | Daniel B. Fisher | Associated Equipment Distributors

8:00 PM
A Conversation with Paul Ryan moderated by Brian McGuire

Thank you to our technology education track sponsor: Trimble

Thank you to our product support education track sponsor: DPL Telematics

Thank you to our leadership education track sponsor: Targit


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

Get Social! Join the conversation and share your favorite Summit moments using #AEDSUMMIT on Twitter, Facebook, LinkedIn and Instagram.


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