Dealers of Tomorrow – Kennewick, WA

February 13th-14th, 2019

SpringHill Suites | Vista Meeting Rooms

New program format, see schedule or click here

Plan to attend this informative program where you’ll have the opportunity to meet and visit with other dealers/managers like you. “Dealers of Tomorrow” is a special initiative of Western Equipment Dealers Association. The mission of the Dealers of Tomorrow program is to provide outstanding educational experiences for equipment dealers. Be a part of this exciting program.

This years program has changed with the Dealers of Tomorrow meeting beginning at 1:00pm on Wednesday February 13th and ends on Thursday Februrary 14th at 11:45am. This new structure allows for dealers to drive to meeting stay one night and depart in the afternoon the next day. The Dealer Institute will be conducting a one day Customer Service course on Tuesday February 12th from 9:00am – 4:00pm in Kennewick.

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Dealers of Tomorrow Program

Out-of-the-Box Leadership – Larry Cole Ph.D., Dealer Institute Instructor

Leadership development is a life-long journey of continuing to learn and improve your leadership impact. Leaders must remember that what you’ve done to get you where you are today may not get you where you want to go tomorrow. For this reason, this seminar focuses on:

  • The two psychological requirements for leadership improvement.
  • The two “whys” that drive change.
  • The use of your most precious resource — time.
  • Silos are important on the farm, but they are disastrous to the Store.
  • Strategies to work with toxic work environments



Don’t Drive With Your Rear-view Mirror – Iron Solutions

Iron Solutions presents a view of equipment valuation and trends looking to the past, present and future. You’ll hear how the IronGuides values are calculated, how dealer sold reports impact values, and how values are forecasted with an interactive session to provide input and share ideas on current processes, what data is useful, and how to leverage it.

  • You’ll see how market factors such as commodity prices, OEM programs, seasonality, and inventory levels affect future equipment valuation.
  • Learn how to use this predictive information to reduce risk and increase profitability.

Presented by Iron Solutions’ Cameron Hurnard, Director, Development and Data Services and Manda Patrick, Director, Sales and Business Development.


Governmental Affairs Federal & State Emerging Issues — Eric Wareham,  WEDA VP of Government Affairs

The past year has seen plenty of changes on the federal and state level.  With the mid-terms behind us, what can be expected going forward? Join us to hear from the government affairs team on what the association is doing to represent the voice of the dealer and how you can be involved in making public policy that benefits successful dealers. 

Key Takeaways:

  • State and Federal Government Affairs Overview
  • Dealer Protection Statute Recourse Methods
  • New State Advisory Committee Representing All Major Brands in Each State




Important Customer and Employee Experience Trends Facing Equipment Dealers –  Ryan Condon, Co-Founder and CEO of SATISFYD

Learn the tools to identify and act on important customer feedback and understand your employees to increased engagement that has been proven to increase profitability. Satisfyd helps you look internally at your business so you can continually deliver the best customer and employee experience.



Lounge Mingle and Dinner will be held at the Wheelhouse in the Springhill Suites. We look forward to visiting with you as we share some drinks and dinner.



The Schedule

Tuesday February 12, 2019 Session Speaker Location
9:00am – 4:00pm Customer Service Training (Optional) Larry Cole, Ph.D. Vista Meeting Rooms
Wednesday February 13, 2019 Session Speaker  Location
1:00pm – 2:00pm Out-of-the-Box Leadership Larry Cole, Ph.D. Vista Meeting Rooms
2:00pm – 2:15pm Break
2:15pm – 3:15pm Out-of-the-Box Leadership Larry Cole, Ph.D. Vista Meeting Rooms
3:15pm – 3:30pm Break
3:30pm – 4:30pm Out-of-the-Box Leadership Larry Cole, Ph.D. Vista Meeting Rooms
4:30pm – 4:45pm Break
4:45pm – 5:30pm Out-of-the-Box Leadership Larry Cole, Ph.D. Vista Meeting Rooms
6:00pm – 8:00pm Cocktails & Dinner The WheelHouse @ SpringHill Suites
Thursday February 14, 2019 Session Speaker Location
7:00am – 8:00am Breakfast provided by WEDA Buffet Tables near Vista Meeting Rooms
8:00am – 9:30am Don’t Drive With Your Rear-view Mirror Manda Patrick & Cameron Hurnard – Vista Meeting Rooms
9:30am- 9:45am Break Iron Solutions
9:45am -10:30am Government Affairs State & Federal Emerging Issues Eric Wareham Vista Meeting Rooms
10:30am – 10:45am Break
10:45am – 11:45am Important Customer and Employee Experience Trends Ryan Condon – Satisfyd Vista Meeting Rooms
Meeting Adjourned 11:45am


Larry Cole, Ph,D.

After completing a Ph.D. in Psychology from the University of Oklahoma, Larry served on the faculty of Arkansas Tech University as a CEO of a Comprehensive Mental Health Center, and founded his consulting company, TeamMax®, in 1989.

Since then, he has specialized in improving leadership effectiveness and teamwork while fostering the fact that frustration is your best friend.  He created the TeamMax® Advantage methodologies to measure behavior change in real time.

Larry has authored 10 books and hundreds of articles appearing in professional and trade magazines.  He has worked with a variety of industries including the agri-business market during the last 10 years.

Cameron Hurnard

Cameron Hurnard is the Director of Data Services and Software Development at Iron Solutions.  Iron Solutions is a data aggregation and analytics company that has been providing equipment valuation data to the agriculture industry for over 30 years.

Cameron received his Bachelor of Science degree with a major in computer science and minor in statistics from the University of Saskatchewan.  He spent a number of years with GE Healthcare developing self-service business intelligence systems before joining Iron Solutions in 2007.  While at Iron Solutions Cameron developed the Iron Index, which is a measure of the overall health of the agricultural equipment market.  He also led the development of the predictive model that is being used by equipment dealers and financial institutions to forecasts residual values for both new and used equipment.

Cameron is originally from Saskatchewan but now calls Franklin Tennessee home.  When he doesn’t have his head buried in data, Cameron enjoys travelling and returns often to the family farm in southern Saskatchewan to help with the chores.

Manda Patrick

Manda Patrick is the Director of Sales and Business Development at Iron Solutions. Manda has a degree in music business, which she does absolutely nothing with.  It’s a good thing one of her professors saw a future in sales for her.   She has been a part of several start-ups, including RFD-TV, where she grew cable distribution by over 20 million households.  After spending time in artificial intelligence software and a short stint in agricultural lending, Manda found her home at Iron Solutions in 2015.  Manda’s leadership and passion for what she does has brought a transparent customer-centric style to Iron that focuses everything back to the customer.

Manda grew up within a small farming community in Michigan, and now calls Nashville home.  When Manda is not coaching her sales team, she can be found coaching CrossFit athletes and runners or at an occasional CrossFit competition where she pretends to be fitter than she really is.  Manda not only brings enthusiasm and a can-do attitude to the office, but to her customers as well.

Eric Wareham

Eric Wareham has extensive state policy experience in both trade associations and the private sector. He has been with Western Equipment Dealers Association for more than a year, managing regulatory and government affairs. One of his accomplishments has been the establishment of the online Legislative Action Center for members.

Before joining WEDA, he served as in-house counsel for Kerr Contractors, an Oregon-based heavy civil construction company. He served as the Director of Government Relations and General Counsel for the Western Wood Preservers Institute.

Eric has also held numerous staff positions in the Oregon State Legislature, and managed state and national political campaigns in the Northwest. He is a graduate of the Willamette University College of Law and Augusta State University.

Ryan Condon

Ryan is the Co-Founder and CEO of SATISFYD and for 20 years he has focused on enabling clients to gather feedback, resolve customer issues, and drive customer-focused initiatives. Ryan was an early innovator in Customer Experience (CX) Management and began developing the SATISFYD software solution in 2001. Ryan has delivered over a hundred in-person classes and speeches to help educate and inform people on the power of delivering unique and consistent customer/employee experiences.
He began his professional career at Swiss Bank / UBS (Zurich, Switzerland) in precious metals options trading before co-founding SATISFYD with his father in 1998. Ryan also is a mentor for a technology startup in Austin, TX where he lives with his wife, 4 children and a golden retriever named Tucker.


Hotel Information

SpringHill Suites
7048 W Grandridge Blvd
Kennewick, WA 99336
(509) 820-3026

To book a hotel room call hotel and mention WEDA for $120 per night. Now based on availability.

***Note: If you are unable to book a room at the SpringHill Suites due to rooms being sold out please try the following hotels that are near the meeting location. Please note we do not have special rates with these hotels.

Hilton Garden Inn
(509) 735-4600

Red Lion Inn & Suites
(509) 396-9979

Fairfield Inn By Marriott
(509) 783-2164

Tax Deductible Education Expense – Under certain circumstances, the Internal Revenue Service allows an income tax deduction for education expenses undertaken to maintain or improve professional skills, including registration, meals, travel, and lodging. Please consult your tax professional before taking any deduction.

Special Needs or More Information – If anyone requires disability assistance, a special diet, or special accommodations during the seminar, or if you need more information, please contact Jennifer Luce at 503-453-0153 or















Customer Service Training

Transformational Customer Service

Dealer Institute Trainer: Larry Cole Ph.D.

One day, (6 hour) program created specifically for dealership parts counter, sales, service and other areas of the dealership that are customer facing. This program will benefit new and experienced employees that are on the front line of your dealership. The objective is to provide training and tools to help your employees better serve customers while delivering an excellent customer experience.

This course is designed to introduce the comprehensive elements of the customer service culture.  Transformational customer service has three elements:

1) Customer service begins with the employees’ attitudes
2) Managing the key-moments-of truth
3) Customer service management systems

How you Benefit: Dealership personnel learn how to increase overall customer satisfaction while growing organizational business. You will leave with proven skills to generate more of your own repeat and referral traffic every day in your dealership. You get an immediate spike in sales, keep your loyal clients for another ownership cycle, and maximize after-market business by keeping your customers coming back.

Who Should Attend:  Transformational Customer Service is designed for every department within the dealership and we encourage you to send employees representing each of your departments.

Click Here for Full Course Summary

The training takes place on February 12, 2019 from 9:00am to 4:00pm at the SpringHill Suites by Marriott, 7048 W Grandridge Blvd, Kennewick, WA 99336 and includes lunch.

  • Maximum 45 students
  • $400 Per Student for 1- 4
  • $375 Per Student for 5 – 8
  • $325 Per Student for 9+