WEDA International Dealer Conference – Scottsdale, AZ

December 5th-7th, 2018

Join us at the Scottsdale Resort at McCormick Ranch for the 2018 WEDA International Conference. Presented by


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NEW Digital Marketing Bootcamp 

Download the 2018 Conference Brochure here.

See all the highlights from the 2017 WEDA Conference here.

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The annual WEDA International Dealer Conference is helping today’s dealers maximize every facet of their business. The coveted event features insights from industry-leading experts, practical sales advice to ensure success in the future, updates about the business economy and networking with in-line dealers and manufacturers from across the country. Ready to grow your business? Plan to be there this December!

2018 Program

Opening Keynote: Overview of the New NAFTA: USMCA

Brian Hancock begins our conference with a North American and global perspective on the imposed tariffs and the new trade deal, the United States-Mexico-Canada Agreement (USMCA). What are the ramifications of the new agreement? And what other changes are on the horizon?

The “new NAFTA” tariffs and interactions between Canada, Mexico, and the United States present dozens of topics to explore. Get an up-to-date look at how these events affect you and your customers.

Brian Hancock, Executive Vice President, and Chief Marketing Officer, Kansas City Southern Railroad

Following this presentation, our VP of Government Affairs Eric Wareham will provide a closer look at the details of the USMCA and what is emerging from trade talks going forward from the perspective of equipment dealers.



Keynote: Next Generation Leadership; Proven Strategies to Attract, Retain and Engage Millenial Talent

Millennials are highly disengaged at work and are leaving companies because of it. Only 29% of employed Millennials are engaged at work, and only 50% of Millennials plan to be working at their company one year from now.

Millennials are the largest generation in the workforce. While they bring valuable skills, insights, and ambition to the workplace, they are often a source of tension among experienced leaders and managers. Ryan shares relevant data and innovative insights to better understand what drives Millennial employee performance so that you can optimize the largest generation in the workforce. Discover tactical strategies to dramatically improve the managing, recruiting, retention, and engagement of your Millennials.

Ryan Jenkins, internationally recognized speaker and author of The Millennial Manual: The Complete How-to Guide to Manage, Develop and Engage Millennials at Work, will deliver this year’s keynote address at 3 p.m. on Thursday, December 6. Ryan helps organizations gain clarity around Millennials and Generation Z so that leaders can effectively lead, engage and sell in today’s multi-generational workplace.

Program Highlights

Panel Presentations

The Digitization of Agriculture; Obstacles and Opportunities – Integrated solutions

  • What’s your purpose in precision? Is it primarily to run a profitable service business (profitable professional enterprise on its own), or is it to support your core equipment business (deeper customer engagement, more profound customer satisfaction, and a better understanding of customer operations)? Your objective needs to be clear to craft the right plan for your dealership and to measure your success effectively.
  • Service vs. Widgets: what constitutes a precision department inside a dealership? Dealers already sell widgets, but precision hedges into advice –  into making sense of information generated by widgets and equipment. I don’t think you need to enlist hard-core agronomists to have an effective “precision” offering, but you involve yourself in advice, otherwise, you’re not really into precision. This leads to the third leg (is this a three-legged animal?)…
  • Working with third parties: Most dealers won’t be the sole trusted advisor to a customer on production. But dealers can provide integral support to its customer’s other trusted advisors. We’re entering an age where dealers need to be willing to support a customer’s other advisors. What are dealers going to do to stay in that production conversation? If you’re not the primary advisor, you’re not really directing the production decisions of that customer, including his equipment purchases – you’re just a supplier, and in the age of Google and Amazon, suppliers are pretty disposable. What can you do to elevate the third parties supporting customers in your region?

An Organization that Sells Together Profits Together – Departmental Sales

  • The inefficiencies of siloed sales: Silos often negatively affect employee morale, especially when employees are aware of the issue and are unable to do anything to change it. Bottlenecks result in inefficiency as different departments are operating within the confines of their department causing deficient holistic sales support.
  • Service providers vs. solution providers: The changes in customer expectation demands dealer organizations are at the top of their game with customer service.  What is the difference between providing a service and producing a solution?
  • Can’t we all just get along?: Interdepartmental conflict stifles dealership growth and adversely affects efficiency and profitability.  The need to proactively foster strong internal relationships is vital to meeting customer service expectations and creating congruent organizational sales.

Unleash Your Inner Superhero – Leadership Development

  • Keeping employees energized about their future with your dealership: Having the right culture can be the difference between a performing dealership and one with low expectations.  Keeping staff excited about who they work for and with is a high-performance differentiator.
  • Equipping leaders with the tools to be all-stars: In order to meet the challenges of today’s market, dealership leaders must be properly equipped.  Although some believe it is, training is not a four-letter word and should be part of every dealership’s growth strategy.
  • How succession plans work for you.: Our operations are more sophisticated, run better and more efficient than ever.  However, we are one of the few industries who have failed to embrace succession planning and creating viable paths for our dealer organizations to continue beyond us.  Succession planning is not only necessary, it’s vital to the development, growth and longevity of our organization.

Roundtable Discussions

  1. Recruiting and retaining high quality talent. – How to do a better job of attracting the right employee and retaining those we already have.
  2. Customer Share vs. Market share. – Which is more important, our presence in the market or our depth of brand with customers?
  3. Aftermarket managers – can parts and service run together? – Can we overcome the conflict between parts and service to run effectively together?
  4. Time and territory management. – What are best practices for running our territories effectively and efficiently, maximizing our capitalization on available deals?

The Schedule



Wednesday, Dec. 5 Event Location
9:00 am – 10:00 am Registration Arizona Overhang
10:00 am – 8:30 pm Registration Open
11:30 am Golf Tournament & Lunch for Golfers Pine Course
3:30 pm – 5:00 pm Partner Table Setup Coronado Link
3:30 pm – 5:00 pm Auction Setup Bennie’s Courtyard
6:30 pm – 8:30 pm Welcome Reception Bennie’s Courtyard


Thursday, Dec. 6 Event Location
7:00 am Registration Desk and Auction Open
7:00 am – 9:00 am Breakfast (Stays open until 9 for spouses) Arizona Main
8:00 am – 8:40 am Overview of USMCA Agreement – Speaker: Brian Hancock, Executive VP and CMO, Kansas City Southern Railroad Coronado I, II, III
8:45 am – 9:15 am USMCA Agreement Q&A – Eric Wareham, VP Government Affairs, WEDA, and Brian Hancock Coronado I, II, III
9:30 am – 10:30 am Integrated Solutions—Speaker: Devin Dubois, The Digitization of Agriculture—Obstacles and Opportunities Coronado I, II, III
10:30 am – 10:45 am Break Coronado Link
10:45 am – 11:45 am Leadership Development Panel: Unleash Your Inner Superhero, Speakers:

Brett Barriage, CEO, Premier Equipment

Owen Palm, CEO, 21st Century Equipment


Coronado I, II, III
11:45 am – 12:45 pm Lunch & Networking Arizona Main
1:00 pm – 1:45 pm Roundtable Discussions Coronado I, II, III, IV
2:00 pm – 2:30 pm Report outs from Roundtable Discussions Coronado I, II, III
2:30 pm – 3:00 pm Break Coronado Link
3:00 pm – 4:30 pm Next Generation Leadership: Proven Strategies to Attract, Retain and Engage Millennial Talent, Speaker: Ryan Jenkins Coronado I, II, III
6:00 pm – 6:45 pm Reception Sunset Plaza
6:45 pm – 9:30 pm Dinner & Entertainment featuring Tom Ryan, stand-up comedian and opening act for Jerry Seinfeld, Larry the Cable Guy to name a few. Arizona Main


Friday, Dec. 7 Event Location
7:00 am – 7:30 am Annual Meeting for WEDA members Only with Breakfast Arizona Main
7:30 am – 8:15 am

(8:30 am – 9:30 am for spouses)

Breakfast for all Arizona Main
8:15 am – 9:15 am Departmental Sales Panel: An Organization that Sells Together Profits Together, Speakers:

Tom Healy, Service Manager, Burnips Equipment

Carrie Roider, CEO, Erb Equipment

Derek Davis, VP Sales & Marketing, Agri-Service


Coronado I, II, III
9:20 am – 10:15 am Legislative and Regulatory Issues in Focus, Speaker: Eric Wareham, VP Government Affairs, WEDA and Curt Kleoppel, CFO, WEDA and President, Equipment Dealer Consulting Coronado I, II, III
10:15 am – Noon Dealer-Manufacturer Meetings Pueblo I, Pueblo II, Pueblo III, Pueblo IV, Pima, Coronado IV, Coronado V


Platinum Sponsors



Gold Sponsors


Silver Sponsors





Bronze Sponsors







Hotel Information

The Scottsdale Resort at McCormick Ranch
7700 East McCormick Parkway | Scottsdale, AZ 85258

PLEASE NOTE: If you plan to stay on Friday, December 1, please call the hotel to make your reservations.

Book your reservation today by calling direct: 800-540-0727 and identify themselves as part of the Western Equipment Dealers Association (WEDA) group. We have blocked McCormick Standard rooms at $195 per night plus applicable taxes. There is a housekeeping service fee of $2 per room, per night added to the individual room. The rate is good three days prior and after based on availability.


Sure, Tom Ryan has two Late Show with David Letterman appearances and currently opens for Larry the Cable Guy and Brian Regan in the U.S., and has twenty years of standup comedy experience under his belt, but, it’s his ability to customize clean, original material that makes him a natural fit for your next corporate event. “I like the process of researching a company and then writing material about it,” says Ryan. “People like hearing about their organization from an outside perspective. And as it turns out, the world of business is a lot funnier than people think.”

In addition to being the opening act for Jerry Seinfeld, Aretha Franklin and BB King, Larry the Cable Guy, Brian Regan and many more, Tom Ryan performs for corporate events and is a regular at all the top comedy clubs in the country.

Tom’s no stranger to television either having appeared on The Late Show with David Letterman, Comedy Central, NBC’s Late Friday and Showtime’s Comedy Club Network. He now resides in New York City and recently released his first comedy CD entitled Downtime Enthusiast.

At a recent event for JD Edwards, the computer programming giant, Ryan noticed a press release on their website. It said they had recently landed the Land O’ Lakes Butter account. Ryan congratulated the audience on the fact that, because of them “the world of butter was finally going high tech.” He created a scenario in which programmers sat around discussing butter while using nothing but computer terminology.

One of his best-known routines centers on the profitability of two well-known products, Morton Salt and Arm & Hammer Baking Soda. “I’ve always wondered how the Morton Salt Company makes any money. How long does it take you, folks, to go through one of those big blue drums of Morton salt? Five years? What did you pay for it — a quarter?” As for baking soda, Ryan points out that, in one of the most brilliant marketing strategies of all time, the company has convinced its customers to pour their product down the drain!

Fall Golf Classic

This 2018 Fall Golf Classic will be a fundraiser for the Western Equipment Dealers Foundation to continue support for the WEDA Industrial and Farm Equipment Technician Program at OSU Institute of Technology and establish college scholarship programs for deserving students and member employees. The format will be a four-person scramble, ensuring a good time for all levels of golfers.

Wednesday, Dec. 5

Pine Course at The McCormick Ranch Golf Course

Registration—11:00 am

Lunch—11:30 am

Shotgun start—12:30 pm

Awards—5:00 pm

Fees include: Lunch, green fees, golf cart, prizes and fun! The Western Equipment Dealers Foundation was formed to provide funding for charitable purposes related to the shortage of properly trained technicians for our equipment members.  The Foundation is operated by a group of volunteer dealers and association staff who coordinate the Foundation’s activities:

  1. To continue our support for the WEDA Industrial and Farm Equipment Technician Program at OSU Institute of Technology— a cooperative two-year college level technician education program that leads to an Associate in Applied Science degree with a major in Industrial and Farm Equipment Technology. The program is exclusively by and for Western Equipment Dealers Association members.
  2. To establish scholarship programs at post-secondary educational institutions for deserving students and member employees interested in pursuing a degree program relative to the equipment industry.
  3. The tournament will be a fund-raiser for the Western Equipment Dealers Foundation.  The format will be a four-person scramble, which makes it fun for every golfer – even those that are less skilled.

Digital Marketing Bootcamp

Aside from the fear of the unknown, businesses ready to adopt digital marketing find themselves facing some transitional or adoption challenges that include: not enough time (40%), not enough knowledge or expertise (37%), ad budget not large enough (33%) and not enough resources to hire dedicated personnel (21%).

The digital marketing bootcamp will cover these topics:

• Use digital marketing to drive business objectives
• Be able to develop concrete digital marketing campaigns
• Better understand different components of digital marketing
• Become a digital marketer
• Be able to bring more new customers through digital marketing
• Be able to retain customers through digital marketing
• Be able to use different tools to analyze and optimize digital marketing campaigns

You will also receive a snapshot report to see how your dealership compares to the industry average – an important benchmark in helping you determine the right digital marketing strategy for you.

When: December 5, 2018
Time:   1:00 pm – 5:30 pm
Price:  $40 with 2018 Conference Registration
$100 for registration to the Digital Marketing Bootcamp only.

Noon – 1:00 pm: Arrivals / Networking
1:00 pm – 1:30 pm: Industry insights – The impact Digital Marketing should have on your dealership
1:30 pm – 2:15 pm: Digital Marketing Building Blocks – Listings, Reviews, and Social Channels – why your online presence matters
2:15 pm – 2:30 pm: Break
2:30 pm – 3:30 pm: Paid Search – How various channels work – Facebook, Adwords, and Display – investing where it matters
3:30 pm – 4:30 pm: Case studies from related industries – Success stories
4:30 pm – 5:30 pm: Discussion, Q&A, Snapshot reports for attendees.


Mike Giamprini

Mike is a change leader who has been brought into organizations to breathe a different life into them, to take what’s not working and make significant changes, and to rally and cultivate teams who then outperform and deliver significant growth and returns. He has over 20 years of Executive hands-on operational and leadership experience launching, building and managing agencies, brands, and people.
Mike is a trusted advisor to start-ups, assisting with overall business strategy with an emphasis on developing operational infrastructure, digital strategy, and initial funding efforts.

Craig Taylor

Craig is responsible for training, teaching and consulting clients, and media companies in all manner of digital solutions. With a BBA Honors Degree majoring in Marketing Craig is considered an industry-leading expert in digital strategy, emerging technology, and social media. His focus is on building and maintaining relationships, creating meaningful connections, and providing digital marketing solutions for companies that are ready to grow.