October 2016
CED
Construction Equipment Distribution Published by AED: Business Fuel for a More Profitable Dealership
Your Preview of CONEXPO-CON/AGG Everything you need to help you make the most of your trade show experience
n Tips of the Trade
Where to go, what to see, where to eat and more
n The HR Perspective n A Closer Look
What to do (and not do) at a trade show
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contents CED Magazine | October 2016
vol. 82 no. 10
www.cedmag.com
>> FEATURES
28
The HR Perspective
Trade show season is upon us, so now is a great time to think beyond the sales perspective and actively take steps to create a presence that is professional, respectful and enjoyable for your potential customers as well as your employees.
30
35
CONEXPO Corner
Tips of the Trade Show
Where every major construction industry is represented amongst 2,500+ exhibitors over 2,500,000 sq feet and more than 140 education sessions. Las Vegas, Nevada – March 7-11, 2017.
Thoughtful, strategic trade show planning is essential to achieving your exhibiting goals and maximizing your return on investment.
56
On the Cover For more than 80 years, KOBELCO Construction Machinery USA has been a pioneer of technology and innovation when it comes to excavators.
October 2016 | Construction Equipment Distribution | www.cedmag.com | 3
contents
>> EDITORIAL TEAM CED Magazine Director SARA SMITH ssmith@aednet.org Design and Layout KRIS JENSEN-VAN HESTE kjvanheste@gmail.com
CED Magazine | October 2016
>> FEATURED COLUMNISTS
>>COLUMNS
Phil Riggs AED Western Regional Manager
20 >> Regional Report
Sam Giffin Equipment Watch
Dayna Maeder Freelance writer
24 >> EquipmentWatch Market Report
Christine Corelli Corelli Associates Trade-show-advisor.com Troy Ottmer Doggett Heavy Machinery Services LLC Steve Johnson Vice President, Foundation Operations Karla Dobbeck Human Resource Techniques, Inc. E4 Designs www.e4designs.com Brian Fraley Fraley AEC Solutions LLC Rep. Richard Hanna (R-N.Y.) Eric Stiles Sentry Insurance, an AED Preferred Provider
>> ADVERTISING CONTACTS Vice President of Sales JON CRUTHERS 800-388-0650 ext. 5127 jcruthers@aednet.org Advertising Sales Manager ALBERT J. RAMIREZ 800-388-0650 ext. 5117 aramirez@aednet.org Production Manager MARTIN CABRAL 800-388-0650 ext. 5118 mcabral@aednet.org Since 1920 Official Publication of
vol. 82 no. 10
AED brings together the next generation of leaders in equipment distribution
A look at trends in the southerwestern United States
26 >> Dealer Development
Tips for working with local technical colleges
40 >> High Demand
New educational sessions offered at CONEXPO-CON/AGG
44 >> Manufacturer’s Insight
The ideal launch pad for courting global customers
46 >> Unforgettable Exhibit
More than 2,400 exhibitors will feature innovative products at CONEXPO
48 >> Maximizing Results
How to maximize trade show results with strategy
50 >> Problem Solved
Trade show networking
52 >> Strategic Planning
25 questions to pinpoint your trade show strategy
58 >> View From The Hill
Let’s make the Highway Trust Fund the next big thing we do
60 >> Fleet Management
Repair? Rebuild? Replace?
72 >> Risk Management
Vigilance in the service area can save your dealership from devastating blaze
650 E. Algonquin Road, Suite 305 Schaumburg, IL 60173 630-574-0650 fax 630-457-0132 4 | www.cedmag.com | Construction Equipment Distribution | October 2016
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register online www.aedsummit.com
2017 summit & condex
Summit is the only place for dealer-specific education!
January 10-13, 2017 | Chicago, IL | Hyatt Regency Chicago
• Determine how to get the most of CONEXPO-CON/AGG 2017
Focus on Your Dealership and Maximize your Business Opportunities
• Discover key issues for the construction equipment industry
New to our 2017 Summit, AED is featuring professional dealer education sessions on Tuesday, January 10 - Thursday, January 12! AED wants to provide a convenient program for attendees to grow and develop skills unique to the construction equipment industry. With each session, there are tremendous opportunities to expand on existing knowledge while learning new, valuable information to take back to your dealership. Visit www.aedsummit.com to view all of the on-site educational options available.
• Enhance your technician strategy and align your talent • Detect how to maximize your parts, service and sales profitability • Learn the top reasons why your rent-to-rent fleet is under performing
Summit Keynote Presentations
Dick Cheney
Former U.S. Vice President & Secretary of Defense
NEWSummit92816.indd 1
Daymond John Founder & CEO of FUBU and Investor on ABC’s Shark Tank
Richard Picciotto FDNY Chief & Highest Ranking Firefighter to Survive the World Trade Center Collapse
9/28/2016 2:12:23 PM
>> FROM THE CHAIRMAN
WHIT PERRYMAN
AED Conferences: We Build Them With One Thing in Mind: You We are all in the asset management business, but there’s no greater asset than our people. Therefore, investing in our people will definitely lead us to greater successes in the future.
AED provides many great benefits to its members. In particular, AED’s conferences are a popular way to encourage employee growth outside the office. These conferences encourage continued learning, networking and sharing to the members that attend. Each AED conference provides a different learning track for employees at different points in their careers. To encourage young professionals to build their leadership skills and to give them opportunities to workshop these skills, the Leadership Conference is a great starting place. If advocacy is more to your interest, the Washington FlyIn is a great opportunity to meet at Capitol Hill for conversations about political initiatives. Equipment Economic Forum gives executives the opportunity to gather and discuss economic game changers in the industry. If you are interested in discussing the latest financial challenges and solutions while also learning about recruiting, training, litigation and benefit management, our Financial/HR Symposium is right up your alley. Many of your industry peers will be
in attendance at these events, and networking with them is an important part of growing your business. Building relationships with your fellow dealers is just as vital to your dealership as building relationships with your customers.
Networking will help you gain more exposure as a dealership. It also gives you the opportunity to discuss issues with someone in the industry, compare and contrast business ideas and make friendships along the way. Most importantly, members should attend these conferences to share. AED wants you to discuss the knowledge you have gained at these conferences with your coworkers and employees. The point of these events is to help you grow as a professional while also growing your business. At events like CONDEX, which occurs at Summit, we encourage our attendees to exhibit their businesses and share their buying decisions to help improve their profitability. With some of our biggest and most popular conferences coming up, like the AED/AEM Equipment Economic Forum and Summit, AED wants you to take advantage of the amazing opportunities lined up. You can explore future industry challenges at Forum or learn about the year ahead and discuss buying decisions at the 2017 Summit (go to bit.ly/aedevents to register for these or any of our upcoming events). We can’t wait for you to see how our time and effort has paid off at these events, although they would be nothing without you there.
October 2016 | Construction Equipment Distribution | www.cedmag.com | 7
>> FROM THE PRESIDENT
CHICAGO, ILLINOIS
When you attend trade shows, these unexpected benefits are great to keep in mind as ways of moving your business forward.
BRIAN P. McGUIRE
JANUARY 10–13, 2017
Trade Shows Are So Much More Than New Products and Market Trends Trade shows are great opportunities, not only for finding out about the latest trends, but in several other ways. They provide you with a chance to grow your business in a unique way outside of the office. Not only will your company grow, but so will your customer base and the knowledge and experience of your employees. We all know how frequently changes occur in the industry, and keeping up with these changes is important. Trade shows provide that opportunity. This is the best time to discover new products from other organizations, which in turn can help your dealership prepare for the future and keep a competitive edge against other companies. You can even try out some of these new products to keep yourself up to date. These are fantastic educational opportunities for you, your customers, your coworkers and your company. Trade shows offer the prime opportunity to network with new and existing customers. With a large number of industry peers all in one location, it’s
easy to meet and make connections. This is one of the easiest ways to grow your business. Networking also gives you the opportunity to discuss upcoming business initiatives and industry issues that are on the rise. Not only are you exposed to alternate viewpoints, but in talking with others about these topics you build strong working relationships with them. Think of trade shows as a way to get all of your customers in one place—where else could you do that? Once there, they can spread the word about your company to others and potentially bring in new customers. Furthermore, they can compare what they like about your company against others, which can give you a better idea of what your dealership is doing right. Trade shows are advantageous because of the personal and organizational growth they provide. AED’s Summit & CONDEX are coming up soon, and we hope you’ll make the most of this experience to grow your business to new heights.
BRIAN P. McGUIRE is president and CEO of Associated Equipment Distributors. He can be reached at bmcguire@aednet.org. BRIAN P. MCGUIRE AED President & CEO
ROBERT K. HENDERSON AED Executive Vice President & COO
JASON K. BLAKE AED Senior Vice President & CFO
>> OFFICERS
>> AT-LARGE DIRECTORS
>> REGIONAL DIRECTORS
WHIT PERRYMAN Chairman Vermeer Texas-Louisiana WES STOWERS Vice Chairman Stowers Machinery Corp. DIANE BENCK Senior Vice President West Side Tractor Sales Co. TODD HYSTAD Vice President Vimar Equipment Ltd. MICHAEL D. BRENNAN Vice President Bramco, LLC JOHN C. KIMBALL VP of Finance Kimball Equipment Company DON SHILLING Immediate Past Chairman General Equipment & Supplies, Inc. DENNIS VANDER MOLEN Foundation Chairman Vermeer MidSouth Inc.
TODD BACHMAN Florida Coast Equipment, Inc.
RON BARLET West Reg. Bejac Corp. CRAIG DRURY Eastern Canada Reg. Vermeer Canada Inc. RYAN GREENAWALT Midwest Reg. Alta Equipment Co. TODD HYSTAD Western Canada Reg. Vimar Equipment Ltd.
JAMES P. COWIN Cowin Equipment Co., Inc. GAYLE HUMPHRIES JCB of Georgia LARRY R. MILLER Kelbe Bros. Equipment Co. Inc.
8 | www.cedmag.com | Construction Equipment Distribution | October 2016
JOHN SHEARER 4 Rivers Equipment, LLC KENNETH E. TAYLOR Ohio CAT
GILES POULSON Rocky Mountain Reg. Faris Machinery Co. JOHN RIGGS IV South Central Reg. J A Riggs Tractor Co. JAY RODES Southeast Reg. Wilson Equipment Co., LLC KAREN ZAJICK Northeast Reg. Norris Sales Co.
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>> AED INSIDER IRS Proposes Significant Restrictions to Estate Tax Discounting Rules The Internal Revenue Service (IRS) issued a notice of proposed rulemaking (NPRM) restricting the discounting of shareholder stock in family-owned operations for the purpose of determining federal estate tax liability. Under current law, married couples are allowed $10.9 million in a lifetime exclusion for federal estate and gift taxes. Assets above the threshold are taxed at a 40 percent federal rate. Traditionally, the IRS and the courts, for purposes of federal estate and gift taxes, have permitted the valuation of privately-owned
business interests to include a “lack of control” and “lack of marketability” discount because some stakes are worth less since they are harder to sell or represent a minority interest. The proposed rule, which applies to corporations, partnerships and limited-liability companies, disregards any restrictions on liquidation or redemption an heir uses to claim a valuation discount if that restriction either lapses after the transfer or the heir or heir’s family has the ability to remove the restriction after transfer. The IRS is also seeking to eliminate the lack of
control discount to assignees. The agency is accepting comments on its proposal until November 2 and will host a public hearing in Washington, D.C., on December 1. As AED considers its response, we would appreciate hearing from members about how eliminating the lack of control discount would affect member companies and their estate plans for the current generation of owners. Send an email to AED Senior Director of Government Affairs Daniel Fisher at dfisher@aednet.org.
AED Launches Tax Reform MEMBER MILESTONES Survey Project: Help Shape the Industry’s Tax Agenda Anderson Equipment Company: 75 Years
With Congress gearing up for a once-in-a-generation tax reform debate, AED has launched a new project to gather data from equipment distributors to guide and support the Association’s tax-related lobbying. The survey project, which examines the impact of both existing tax laws and proposed changes to the code, includes questions on a variety of topics including cost recovery, LIFO, like-kind exchange, the estate tax, the new 3.8 percent passive income tax, the business interest deduction and more. The survey data will help AED confirm that its tax reform agenda is aligned with member needs and will provide critical insight to help the Association’s lobbyists make our industry’s case on Capitol Hill. “One certainty is that if tax reform happens, there will be winners and losers,” said 2016 AED Chairman Whit Perryman (Vermeer Texas-Louisiana). “AED is working to ensure that the equipment industry comes out ahead and that any changes to the tax code improve the climate for capital investment and family businesses. “The survey data (http://bit.ly/16aedtaxsurvey) our members give us will be crucial to those efforts, and I encourage all dealers to participate in this important project.” The online survey was launched on August 9. To ensure the integrity of the data, emails requesting participation are being sent to only one primary contact at each AED dealer member company. Please check with the key contact at your company to make sure he or she received the email and either completed the survey or passed it along to the appropriate person. To find out who at your company received the email or to obtain a link to the survey, please contact AED Vice President of Government Affairs Christian Klein at caklein@aednet.org or 703-739-9513.
AED would like to recognize our longtime member, Anderson Equipment Company of Bridgeville, Pa., for their milestone achievement and contributions to the profession to encourage future progress in the construction equipment industry. AED’s CEO Brian P. McGuire delivering 75 year AED membership award to William Gex, CEO of Anderson Equipment Company. Thank you for your membership!
Rockland Manufacturing Company: 50 Years Samuel Pratt, owner of Rockland Manufacturing Company in Bedford, Pa., accepted the AED Half Century Award in September. The award was presented by Brian P. McGuire, president and CEO of the Associated Equipment Distributors. Thank you, Rockland Manufacturing, for your longtime membership!
10 | www.cedmag.com | Construction Equipment Distribution | October 2016
>> AED INSIDER Perkins Act, WRDA Top AED’s Fall Legislative Priorities As Congress continues its historically long recess, AED is keeping the pressure on lawmakers to ensure they understand that the legislative year isn’t over and that the construction equipment industry expects substantial progress on the Association’s policy priorities before year’s end. AED is strongly urging lawmakers to complete Perkins Act reauthorization legislation (the Strengthening Career and Technical Education for the 21st Century Act [H.R. 5587]) when Congress reconvenes after Labor Day. The bill, which was unanimously approved by the House Education and the Workforce Committee, addresses one of the most pressing challenges facing American businesses: the skilled worker shortage. To that end, AED’s President & CEO Brian McGuire pressed Congress to swiftly pass H.R. 5887 to help resolve the lack of technical workers that is plaguing the industry. Furthermore, AED believes lawmakers should complete work on an updated Water Resources Development Act (WRDA) bill, which authorizes U.S. Army Corps of Engineers projects, including building, maintaining and improving harbors, dams, locks and navigation channels. Both the Senate Environment & Public Works Committee (S. 2848) and the House Transportation & Infrastructure Committee (H.R. 5303) approved separate proposals that are awaiting floor consideration. While both the House and Senate versions are traditional WRDA
bills (authorizing Army Corps projects), S. 2848 goes further by providing more than $6 billion for programs under the Safe Drinking Water Act and Clean Water Act, including a $220 million aid package to address the Flint, Michigan, crisis. AED strongly urges lawmakers to finish work on WRDA legislation before the end of 2016. AED’s Washington office is delivering the message on Capitol Hill, but we also need the construction equipment industry to weigh in with their House and Senate members. With lawmakers campaigning in their states and districts, now is the perfect time to get to know your representative’s district offices and press our industry’s agenda. A district office (U.S. senators and staff often refer to them as “state offices”) represents the home base for your elected officials. It employs dedicated individuals from the local community who answer constituent concerns. The staff is ready to answer questions about legislation, provide information about district activities, set up an appointment with your representative and help with other matters. To find your representative and senators, visit aednet.org/voter-resources. Click on “Find Your Elected Officials.” You’ll be directed to a new page, where on the upper righthand side you can find your legislators by entering your address and zip code. Clicking on respective links in the search results allows you to view a background and contact infor-
mation page for each of your elected officials, including websites, Twitter and Facebook pages, and Washington, D.C., contact info. To access information about their district offices, you’ll need to visit their websites for further information. Most representatives and senators have more than one district office, making your visit even more convenient. Remember your company and residence might be in different congressional districts or states; if so, you may engage multiple sets of elected officials representing your home and business. Visit the home office to inform your lawmakers and staff of issues important to your business – let them know you are there and you represent votes! And tell them to pass WRDA and Perkins Act reauthorization legislation when returning to Capitol Hill in the fall. Opening the door to an ongoing dialogue through this local contact is easy, but if you are still feeling uncomfortable about making politics local, contact your AED regional manager for assistance. The key to making a difference is an engaged membership. Whether it’s contacting your lawmakers about WRDA and the Perkins Act, granting the Association permission to freely discuss the importance of AED PAC, hosting a congressional facility visit or simply taking a few minutes to complete the AED tax survey (details were sent to AED primary dealer contacts), your time and effort is essential and greatly appreciated.
Industry: WRDA, Workforce Are Musts for Returning Congress
As Congress returns to Washington, D.C., following the August recess, Associated Equipment Distributors (AED) has called on lawmakers to finish the job on two of the construction equipment industry’s top policy priorities: Carl D. Perkins Act reauthorization legislation and a Water Resources Development Act (WRDA). In a Sept. 7 letter to congressional leadership, AED’s President & CEO Brian McGuire acknowledged the limited days left in the legislative calendar, but encouraged lawmakers to address the nation’s skilled worker shortage and invest in Army Corps of Engineers projects, such as building, maintaining and improving harbors, dams, locks and navigation channels. Highlighting the results of a recent AED Foundation-commissioned study by researchers at the College of William & Mary, which found the technician shortage is costing equipment dealers approximately $2.4 billion each year in lost revenue and economic opportunity, McGuire urged both chambers to finish work in 2016 to reauthorize, reform and modernize the outdated Carl D. Perkins Act. AED has endorsed the bipartisan Strengthening Career and Technical Education for the 21st Century Act (H.R. 5587) approved
by the House Education and the Workforce Committee, as a great step toward tackling the country’s technical education crisis. Additionally, McGuire reminded lawmakers that enacting a WRDA bill this year will create jobs, spur economic growth and support American competitiveness. A 2012 AED-commissioned study by researchers at the College of William & Mary found that every one dollar invested in “conservation and development structures” (such as those supported by WRDA) leads to $10.59 in economic output (GDP) and generates $3.18 in tax revenues, including $2.12 for the federal government and $1.06 for state and local entities over a twenty-year period. McGuire and AED’s Senior Vice President Diane Benck of West Side Tractor Sales Co. hand-delivered the letter to House Speaker Paul Ryan during a meeting in Milwaukee on Sept. 1. “Congress’s work for the year isn’t over,” McGuire told Ryan. “To place the economy and the construction sector on solid footing for many years, we strongly urge you to make the most of the waning legislative days left in this session and enact Perkins Act reauthorization legislation and a WRDA bill in 2016.” October 2016 | Construction Equipment Distribution | www.cedmag.com | 11
>> AED INSIDER
Congressional Visits If you are interested in hosting your member of congress at any of your dealership’s locations, please contact your AED regional manager today.
McCann Industries Inc. of Addison, Ill., welcomed Congressman Joyce to discuss the shortage of technicians and the tax bill. Right: Ron Bjorklund of Vermeer North Atlantic shows Rep. Tom MacArthur (R-NJ) around a cab.
Left: Lee Buker of Ransome CAT and Congressman Frank LoBiondo (R-NJ)
Members of the AED Utah local group met with Rep. Mia Love on August 18 at Wheeler Machinery for a tour of the dealership and a round table discussion. From left are Bryan Campbell, Wheeler Machinery; John Kimball, Kimball Equipment; Jonathan Campbell, Wheeler Machinery; Shawn Walker and Paul Rasmussen, Honnen Equipment; Ryan May, Century Equipment; Skip Francone, Intermountain Bobcat; Rep. Mia Love; Steve Jackman, Intermountain Bobcat; Paul and Rob Campbell, Wheeler Machinery.
Members of the AED Utah local group met with Rep. Chris Stewart on August 18 at Wheeler Machinery. From left are John Kimball, Kimball Equipment; Bryan and Jonathan Campbell, Wheeler Machinery; Shawn Walker and Paul Rasmussen, Honnen Equipment; Ryan May, Century Equipment; Skip Francone, Intermountain Bobcat; Rep. Chris Stewart; Steve Jackman, Intermountain Bobcat; Bob Minichbauer, Arnold Machinery; Jeff Scott, Intermountain Bobcat; Paul and Rob Campbell, Wheeler Machinery. 12 | www.cedmag.com | Construction Equipment Distribution | October 2016
Karen Zajick, Norris Sales Co., makes her point with Congressman Brendan Boyle (D-PA).
>> SOCIAL MEDIA
Ben Yates @AED_East Great meeting w @ RepBrendanBoyle and 3 @ AEDSocial members today to discuss the #deathtax & #skillsgap facing dealers
Ben Yates @AED_East Appreciate the support for career & technical education from @ RepLoBiondo during visit w @ Ransome1916 #perkinsact
Elliott Stanton CEM @Equipmentguy Sometimes you have to get ur own parts #pickapart #downtime
Ben Yates @AED_East Great having @RepTomMacArthur out to Vermeer North Atlantic to talk #CTE, #EnergyIndependance & #WaterInfrastructure
#AEDGetSocial Baseplan Software @BaseplanSW Congrats @ AEDSocial for a wonderful Leadership Conference in Vegas. Great job Robert from Baseplan! Tim Sheeran @yogiparman Retweeted AED Congrats to Anderson Equipment Company,job well done! In reply to: Our CEO Brian McGuire delivering 75 year AED membership award to William Gex, CEO of Anderson Equipment Company.
z @shaunvegas It was a honor to sit on a panel and share some personal experiences with the attendees of the Leadership Conference
Ben Yates @AED_East Enjoyed talking about #workforce #LIFO and #LKE w @RepLanceNJ7 during visit w @JescoEquip Equipment Today @EquipmentToday #Construction organizations urge #Congress to pass legislation to boost technical #education http://ow.ly/ zS453043Ba7 @AEDSocial #training
Would you like to see your company featured in our next issue of CED Magazine? Simply tweet us @AEDSocial and we’ll pick our favorites each month and publish them! October 2016 | Construction Equipment Distribution | www.cedmag.com | 13
>> INDUSTRY NEWS Groff Tractor Donates Case Equipment For Storm Cleanup On Sunday evening, August 28, 2016, over five inches of rain fell in a short period of time in the Connellsville and Bullskin, Pa., area. The massive amount of rain caused detrimental flooding to the towns. Late that evening, Connellsville Mayor Greg Lincoln declared a state of emergency. A deluge of water rushed down Route 119 trapping people in their vehicles, prompting water rescue operations by boat. Nearby, Breakneck Road turned from a quiet country road to a treacherous stretch of crumpled pavement. Two and a half miles of the two-lane road were destroyed; the pavement buckled and sank in portions, and boulders littered the remaining surface. As the days pass by and cleanup continues, the devastation is
more apparent. As of September 1, 2016, fourteen homes will need to be demolished. Connellsville Area School District was forced to push their first day of school to September 6, as the high school was severely damaged in the flood. Several area contractors and businesses have stepped up and donated various supplies and services to the towns and their community members. CASE CE
dealer Groff Tractor sent a CASE SR220 to Bullskin Township. “We have a few employees that live in the area and wanted to do something to help. I took a donation to the New Haven Fire Department early in the week. On Wednesday, we were able to get in touch with Bullskin Township and sent them a skid steer to use to aid in the cleanup,” stated Chelsea Bithell, marketing coordinator for Groff. Area trucking
company owner Steve Black generously donated his company’s time to haul the equipment to the disaster area. Connellsville and Bullskin are still in great need of assistance. Items needed include cleaning supplies and building materials. Anyone who wishes to donate building supplies, such as drywall materials, can contact the Connellsville East Side Fire Hall. At the New Haven Fire Hall, the Red Cross is taking donations of cleaning supplies, personal supplies and nonperishable food items. Monetary donations can be made to Connellsville Community Ministries at www. connmin.org/ministries/crisis-assistance.
General Equipment & Supplies Inc. Partners with Minnesota State to Support New Transportation Center
General Equipment & Supplies Inc. and Minnesota State Community and Technical College are excited to announce a partnership in support of the Diesel Equipment Technology program on Minnesota State’s Moorhead campus. With a $30,000 donation, General Equipment & Supplies secured naming rights to a smart classroom in Minnesota State’s new $6.5 million Transportation Center, which had its ribbon cutting and open house from Don Shilling 3–5 p.m. on Wednesday, August 17. The smart classroom was named the Donald W. Shilling Center of Education in honor of General Equipment & Supplies’ president, Don Shilling. “We are delighted to be working closely with General Equipment & Supplies, as this is a perfect example of meeting both workforce and higher education needs,” said Minnesota State President Peggy Kennedy. “This is a wonderful honor for Donald Shilling, as well.” The Donald W. Shilling Center of Education classroom is an interactive high-tech learning space that uses team smart screens and can accommodate up to 36 students at a time. Work began in 2014 on the Minnesota State Transportation 14 | www.cedmag.com | Construction Equipment Distribution | October 2016
Center, which will house both the Diesel Equipment Technology and Automotive Service Technology programs at the college. The center was funded through the legislative bonding process, along with financial commitments from industry partners. Guests at the open house included community leaders, legislators, corporate supporters and employees of General Equipment & Supplies and Minnesota State, as well as the public. “General Equipment & Supplies has had a strong relationship with colleges accredited by AED (Associated Equipment Distributors) for several years and decided to extend its reach by becoming a key player with Minnesota State, as well, in an effort to support the diesel technician industry as a whole,” Don Shilling said. General Equipment & Supplies Inc. is a premier dealer of construction and aggregate equipment in the region, with six locations in three states and two locations in Canadian provinces. As a member of the Minnesota State system, Minnesota State serves more than 8,000 students in credit courses each year in more than 70 career and liberal arts programs online and at its campuses in Detroit Lakes, Fergus Falls, Moorhead and Wadena. By partnering with communities, the college also provides custom training services and other responsive training programs. Minnesota State Community and Technical College is a member of the Minnesota State system and is an equal opportunity educator/employer.
>> INDUSTRY NEWS American State Equipment Re-Enters the Asphalt Paving Market American State Equipment (ASE) announced it now offers a complete product line of asphalt paving and compaction equipment. With the addition of the full line of Roadtec® products, Mauldin® commercial-size asphalt paving products, and Sakai® asphalt and soil compaction equipment, the company is well equipped to serve the asphalt paving market. Roadtec is the premier American manufacturer of asphalt roadbuilding equipment. Probably best known for the revolutionary Shuttle Buggy material transfer vehicle, Roadtec has also become an industry leader in asphalt pavers, road milling machines, sweepers and soil stabilizers. Roadtec markets and services this equipment worldwide through a vast network of sales managers and dealers. Mauldin commercial asphalt pavers, known for innovative screed technology including best-in-class screed weights and head-of-material control, are designed to put out high quality mat surfaces and achieve superior production rates. In addition to offering a full line of commercial asphalt pavers, Mauldin also manufactures oil distributors, tack tanks, motor graders and rollers. Sakai soil rollers ranging from a drum width of 54” to 84” will be available to customers for rental, as well as for sale. Also available is the entire lineup of high-frequency double drum rollers ranging from 36” to 84”, and the light compaction equipment line. As always, American State Equipment will have the parts and service knowl-
edge on-site, ready to support Sakai customers in Wisconsin and Michigan’s Upper Peninsula. Denver Weinstiger, vice president of sales and product support for Sakai America, stated, “We’re extremely excited to team up with the American State brand. For nearly sixty years they have been known for providing outstanding technical product service and parts support. We have seen this commitment up close working with their subsidiary, Finkbiner Equipment, and could not be more pleased with our relationship.” By including these product lines, ASE is now positioned as the only dealer in the region to offer a full line of earthmoving, demolition, material handling, cranes and lift, deep foundation, crushing and screening, concrete and asphalt paving, compaction and concrete technology equipment from leading manufacturers in the industry. “The addition of highway and commercial asphalt paving and compaction equipment, combined with American State’s existing product lines and comprehensive parts and service support, reinforces our brand promise as the Equipment People,” said Tim Kraut, president and chief operating officer of American State Equipment Co. “We are very excited to be representing Roadtec, Sakai and Mauldin and look forward to our mutual success with these product lines.”
October 2016 | Construction Equipment Distribution | www.cedmag.com | 15
>> INDUSTRY NEWS Sentry Unveils New Brand Identity
small, throughout the United States. The company was founded in 1904, providing insurance to members of the Wisconsin Retail Hardware Association. Since then, the company has grown far beyond Wisconsin and the hardware industry while retaining the core values of a mutual company. The mutual company values are reflected in the new brand, McPartland said. “Our new brand identity is much more than just a new logo,” said Stephanie Smith, Sentry assistant vice president for Marketing and Brand Management. “From the logo, to the colors we use, the images, and the way we communicate with our customers, the rebrand reinforces the strength of the expert conversation we have with our customers – knowing them
RR ED P R E FE
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Sentry, one of the nation’s largest and most financially secure mutual insurance companies, has unveiled a new brand identity. The new brand includes a logo, color scheme and communication strategy to accurately reflect the company to customers. The new logo honors Sentry’s history of partnership and collaboration. The dual-piece symbol – reminiscent of the timeless yin and yang – represents the two sides of every conversation. “At the core of the relationships we have with our business customers is two-way dialogue,” said Pete McPartland, Sentry chairman of the board, president and CEO. “Our new brand represents the things our customers said they like about us, how we’re easy to talk to, and how we treat every customer as unique.” Sentry provides business insurance, benefit plans, and other products to companies large and
AED PR
Logo, color scheme, and communication strategy part of new brand identity
and their needs – to provide business solutions that make sense.” Today, Sentry serves more than one million policyholders. “We work hard to understand our customers’ businesses and their industries inside and out, and we work hard to get to know each individual policyholder well,” McPartland said. The launch of the new logo and brand identity was developed in collaboration with FutureBrand, a global brand experience company. The identity was developed through quantitative and qualitative research focused on current customers, prospects, Sentry associates and retirees, and the general public.
KOBELCO USA Announces New Field Service Rep
KOBELCO Construction Machinery USA announces the addition of Matt Brogan, field service representative. Brogan will be responsible for managing a dense market of regional dealerships and providing support on the sales and service of KOBELCO excavators. He will perform weekly technical calls and regular visits with each dealer, ensuring their personnel have the necessary training to successfully support KOBELCO. Brogan will assist in the promotion and sale of KOBELCO excavators and other equipment products, such as KOMEXS, extended warranties and services. “Dealer service support is essential to further advancing the capabilities of our dealer network and promoting machine uptime on the job,” says George Lumpkins, national service manager at KOBELCO USA. “The addition of Matt highlights KOBELCO’s commitment to providing dealers and customers with superior product support and onsite service. We’re excited to have him as part of the KOBELCO USA team.” Helping Brogan succeed in his new role at KOBELCO is nine years of experience as a leading service
Matt Brogan, new field service representative at KOBELCO USA.
technician. Brogan is well-versed in assessing field matters and performing technical training accordingly. He is experienced in comprehending hydraulic, electrical, and mechanical drawings as well as effectively communicating changes in technology and equipment design. For more information, please visit www.KOBELCO-USA.com or call 281-888-8430. Read more about KOBELCO on page 56.
16 | www.cedmag.com | Construction Equipment Distribution | October 2016
Matt Murphy will be responsible for overseeing all Honnen Equipment’s John Deere Construction & Forestry sales operations for Colorado and southern Utah.
Honnen Equipment Announces New Senior Sales Manager
Honnen Equipment Co. proudly announces the appointment of Matt Murphy as senior sales manager. In this role, he will be responsible for overseeing all John Deere Construction & Forestry sales operations for Colorado and southern Utah. Murphy brings over 18 years in heavy equipment sales and sales management experience to his new role. Most recently with Caterpillar Inc., Murphy was previously sales manager with Honnen for over six years. Honnen Equipment is the authorized dealer for John Deere Construction & Forestry Equipment in the Rocky Mountain Region. It is our mission to partner with our customers to provide superior value through the lowest owning and operating costs. We provide parts, sales, service and rentals as well as customer support and technology solutions for today’s heavy equipment.
>> INDUSTRY NEWS Fecon Inc. Announces Tri-State Bobcat, Fecon UK Ltd. as Dealers Fecon is proud to announce Tri-State Bobcat as an authorized Fecon dealer covering Minnesota and portions of Wisconsin and Iowa. Tri-State Bobcat will offer Fecon’s proven line of Bull Hog® Mulchers, FTX Track Carriers (ranging from 97 to 600 hp) and various other forestry attachments. “Tri-State Bobcat has done a great job of selling, renting, and servicing Fecon attachments to customers in the Minnesota and northern Wisconsin markets; and now we look forward to their adding the Fecon FTX tractor line to that offering. Tri-State sells several equipment lines that already address the needs of the tree care and land clearing industry, and the addition of the Fecon FTX tractors will complement the product offering for their customers very nicely,” said regional manager Matt Warfel. Fecon and Tri-State Bobcat will be a great team, together fulfilling the land clearing, vegetation management, right-of-way clear-
ing and site prep needs of their customers. Tri-State will also serve as the local service facility for Fecon products and customers.
Fecon UK Ltd.
Fecon Inc. is proud to announce Fecon UK Ltd. as an authorized dealer. Fecon UK
will cover the United Kingdom and Ireland and sell the complete line of Fecon FTX Tracked Carriers, Rubber Tire Tractors, Bull Hog Forestry Mulchers and Forestry Attachments. With plans for a network of service agents across the UK and a hire/ demonstrator fleet available for customers and sub-dealers, Fecon is confident in Fecon UK Ltd’s success. “We at Fecon are excited to partner with Justin Kingwell and his staff in the UK market. With over 25 years of mulching experience, their knowledge of the marketplace and the industry will be instrumental in developing the Fecon brand,” said Matt Warfel, Fecon regional manager. Fecon Inc. was established in 1992 near Cincinnati, Ohio. If you would like more information about Fecon or Fecon UK Ltd., please call Courtney Haag at 513-696-4430 or email her at chaag@fecon.com. Visit Fecon UK Ltd. at www.fecon.co.uk.
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October 2016 | Construction Equipment Distribution | www.cedmag.com | 17
>> PRODUCT PREVIEW John Deere Integrates SmartGrade™ Technology into 750K, 850K Dozer Models
Rototilt Launches new Tiltrotator Models and the Next Generation in Control System Features Rototilt recently introduced three new tiltrotator models with enhanced control system technology for excavators in the 10 to 30 tonne class:the R4 for 10 to 16 tonne excavators, the R6 for 15 to 24 tonne, and the R8 for excavators up to 30 tonne. These new models with optional rotate and tilt sensors and Rototilt’s ICS (Innovative Control System) allow operators to see tilt and rotation angles in a compact display monitor, provide a return to dig “home” function, and are GPS-ready. Other features of Rototilt’s ICS system include proportional control of all Rototilt functions using only one auxiliary hydraulic circuit, a shake/pulse mode for spreading materials, and Rototilt speed settings for four different operators. For more information call Rototilt Inc. at 519-754-2195 or visit www.rototilt.us.
John Deere is building on its lineup of SmartGrade™ crawler dozers with the integration of the machine control offering on the 750K and 850K models. Adding SmartGrade availability on these larger machines will improve job site accuracy and quality of work through the complete integration of the Topcon 3D-MC2 Grade Control System. The system is fully incorporated into the machine cabin, structures and software – delivering precise grading performance while eliminating vulnerable external masts and cables. “The launch of our 700K SmartGrade dozer was a huge hit earlier this year, and many of our customers asked for the grade control technology to be integrated into our larger offerings,” said Liz Quinn, product marketing manager, John Deere WorkSight™. “The 750K and 850K SmartGrade dozers answer that call. They’re easy to set up and are highly productive earthmoving and grading machines intended for road building, site development and residential building applications. Like the 700K SmartGrade dozer, these models are purpose-built and ready to work the moment they roll off the dealer lot.” The 750K and 850K incorporate a PowerTech™ 6.8-L Final Tier 4 diesel engine with 165 horsepower and 205 horsepower, respectively. Both models feature Eco mode, which automatically adjusts engine power and transmission settings based on load while maintaining ground speed, to help optimize fuel economy. Since SmartGrade is integrated into the machines, it removes the need to install blade-mounted sensors and components daily, reducing setup time and allowing operators to get to work. Eliminating external cables to the masts reduces breakage, and the removal of the masts from the blade eliminates vulnerability to damage and theft.
18 | www.cedmag.com | Construction Equipment Distribution | October 2016
A key feature of the integrated machine control is Auto SmartGrade. This allows the operator to easily adjust the system when moving the machine from one soil type to another, unlike an after-market system, which often requires the GPS manager to make a trip to the machine to recalibrate the system. Particularly helpful to new operators, Auto SmartGrade automatically lifts the blade over heavy loads before track slippage occurs, then returns the blade to grade.
SmartGrade also limits the number of passes required, reducing the pace of wear on the undercarriage. The John Deere SmartGrade dozer is nearly 7 percent more accurate across the entire speed range of the dozer when compared to conventional masted systems. Another benefit of the SmartGrade technology is that machine dimensions are preloaded into the grade control monitor, reducing the time required to calibrate the dozer to about 30 minutes. The easy-to-use system is beneficial to new operators in that it can get them up and running quickly. The SmartGrade integration into the 750K and 850K dozers also allows for enhanced diagnostics. Having the ability to get the grade control system and diagnostic information over the John Deere JDLink telematics system provides valuable uptime information to customers. For additional information, visit http:// www.JohnDeere.com or contact your local dealer.
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>> REGIONAL REPORT
PHIL RIGGS
AED Brings Together Next Generation of Leaders in Equipment Distribution Are you doing enough to expand the networking opportunities for the future owners, executives and management teams who have made a significant commitment to the company?
With last month’s AED/AEM Equipment Economic Forum and the Summit creeping up in January, some of you may be reading this issue of CED and reminiscing about the friends and allies that you’ve made over the years via your AED membership. But what about the next generation? Is your company doing enough to expand the networking opportunities for the future owners, executives and management teams who have made a significant commitment to the company? Sending them to events and training provided by your manufacturers is one thing, but this is a diverse industry spanning from coast to coast and transcending borders – leaving much more to be learned outside of factory events. Have you recognized the value in getting these people involved in the industry and connecting with others at similar stages of their careers to foster ideas, relationships and best practices in a casual environment? At AED, we know this is important, not because it was the next thing we pulled out of a hat, but because we have heard it from you – the members. People from California to Maine have told us they want to get more
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involved with their Association, and those who follow through value the networking as much as they do the education. Furthermore, nearly all of them say it was time well spent out of the office. So if the next generation of leaders coming through the ranks isn’t involved, why not? Of course we can all fall into the trap of “it’s just not a good time.” This admittedly happens to me as an association professional from time to time as well. However, if we don’t make time to develop ourselves professionally and get out of our comfort zones once in a while by participating in an environment where we aren’t surrounded only by folks who eat, sleep and breathe product line “xyz,” then we will all eventually plateau. With that said, how do you know when the time is right for them to get involved and where do you begin? For starters, plan to attend the Leadership Conference next year in Sonoma, Calif. The conference – which just concluded in August in Las Vegas – is AED’s young professional development event which brings together roughly 75 people from across the United States. Your next opportunity, however, is the AED Summit, the long-standing industry event where you likely made most of your connections in the industry. Some of the AED membership hasn’t been to Summit in many years, but ask someone who has attended since 2014 and they will tell you it is not the annual meeting you remember. There are 35 educational sessions covering the full spectrum of the business, meaning that a member of the next generation will learn something regardless of the department he or she currently works in. We’ve expanded the networking opportunities, continue to deliver the highest caliber of keynote speakers in the industry, and are working with more manufacturers holding dealer meetings. If your manu-
facturer isn’t holding a dealer meeting at Summit, ask them why not. If you are looking for something different, consider AED’s Management Development Institute, a program that doesn’t teach how to be a manager but rather how to become a highly effective leader in the business. It involves a mentorship component, professional coaching, a multitude of assessments and simulations, and networking functions. It’s no secret that there is much more for the next generation to get involved in than just the AED Summit and Leadership Conference, but there is a reason I highlight these two in particular. At each of these events, AED’s Emerging Leaders Council meets. It is essentially a young professionals networking group for AED members and represents dealers of all sizes and markets from North Dakota, Utah, Texas, Ohio, Arizona, California, New York, Oklahoma, Kansas, Illinois, and Mississippi – and it’s growing. They can call each other throughout the year, and when they come together at Summit and Leadership Conference, they have a solid group of friends that they can count on being there. I can tell you that the “industry-focused” discussions carry on long after the receptions are over with. They also have a formal meeting and a social afterwards. At the Leadership Conference, the group had a networking event at the brand new TopGolf facility to unwind after the conference; at the 2016 Summit, they enjoyed reserved tables at
dinner, adjacent to former President George W. Bush. As you are planning for 2017, think about the value you’ve received from AED over the years and the connections you’ve made, and think about the next generation of leaders who will play vital roles in the future success of your dealership. Will you offer them the same opportunities you have benefited from by making that investment in their professional development and allowing them to expand their network in the industry?
PHIL RIGGS is AED’s Western regional manager. He can be reached at priggs @aednet.org.
October 2016 | Construction Equipment Distribution | www.cedmag.com | 21
LEADERSHIP CONFERENCE
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October 2016 | Construction Equipment Distribution | www.cedmag.com | 23
>> EQUIPMENTWATCH INTELLIGENCE
Regional Snapshot: Southwest By Sam Giffin
EquipmentWatch Director of Business Insights
For this regional snapshot, EquipmentWatch takes a closer look at the American Southwest, a geographically large region of only four states which nonetheless has produced a diverse environment for used heavy equipment over the last two years. Popularly known for panoramic views of harsh deserts and rocky landscapes, the American Southwest is a diverse and energetic region which has a fairly strong market for used off-highway equipment. For the third entry in our series of Regional Snapshots, let’s take a look at the resale channel composition for these four states. FOR DECISION MAKERS Since January 2015, EquipmentWatch has FINANCE: The American Southwest’s resale markets for recorded approximately used heavy equipment are largely 195,439 observations insulated from recent developfrom the resale channel ments in the energy and agriculfor the states in Region tural sectors. As such, we expect G: Colorado, Utah, New this region to continue to follow Mexico, and Arizona. national trends. Among the top six equipment types observed, only one (wheel tractors) is not a type of construction equipment. While this region is not a major crop-producer, a significant percentage of land usage is dedicated to pasturing cattle, sheep, and other livestock. Excavators, loaders, graders, and dozers make up the rest of the top equipment. Taken together, though, these top equipment types comprise a mere 42 percent of the resale channel in Region G. A deeper look into these six equipment types reveals a marked resemblance to the distribution of equipment by manufacturer present in the American Southeast. Among construction equipment producers, Caterpillar represents the majority of the five construction equipment types, while Deere leads in the agricultural wheel tractors. CASE, which traditionally has a stronger foothold in the eastern and northern areas of the United States, maintains a reasonable presence among tractors/loaders/backhoes. Considering the high regard with which the CASE 580 Series is treated, we expect CASE to continue to grow in this region. Generally speaking, resale channel trends in average asking price for these top equipment types follow expectations. Tractors/loaders/backhoes and wheel tractors tend to average much lower asking prices than larger, more complex types of equipment. Asking price trends for equipment with big variations in possible size, like excavators and crawler dozers, also tend to vary significantly based on asset mix. For example, the sizeable decline in average price shown here in March and April 2016 occurred as a result of dramatic decreases in the number of available dozers with 260 horsepower or higher without any corresponding shifts in asking price for smaller dozers. Unlike most regions in the United States, average asking prices in Region G are generally holding steady or have declined insignificantly since January 2015. This region as a whole has historically been less dependent on energy production than its neighboring
KEY TAKEAWAYS
24 | www.cedmag.com | Construction Equipment Distribution | October 2016
region to the north, and historically less dependent on agricultural production than California to the west. As such, we expect this region to remain relatively insulated from disturbances in the off-highway equipment markets elsewhere in the country. Interested in learning more about our products? Visit EquipmentWatch.com.
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>> DEALER DEVELOPMENT
STEVE JOHNSON
Mutual Expectations: Tips For Working with Local Technical Colleges In local dealer-school partnerships established to create the equipment industry technicians of the future, all stakeholders have legitimate expectations of other stakeholders, and that is how it should be. Partnerships must be mutually beneficial or they are simply not sustainable. From the dealer side, the expectation is that graduating students will be well-qualified from an industry perspective for entry-level equipment technician positions. Dealers expect to be able to have a constructive dialogue with school officials and faculty about what “well-qualified technician” means to them, and they anticipate that the school will listen and respond. They expect to have confidence in the capabilities of the newly minted entry-level technicians they hire. From the school side, the program expects dealers to help them be sustainable and offer high-quality education. School programs are also charged with achieving metrics, such as the number of students starting in the program each year, retention, graduation rates and graduate placement rates. “Sustainable” typically means that 16-18 students must start the two-year equipment technician program each year and that student retention and placement remain high. Schools expect academic performance from their students that reflects well on their school and program. In practical terms, what does the above mean for both dealers and technical schools? Here are some things to consider: 1. Dealer support of college equipment technology programs comes with expectations. “Hiring dealers” are the schools’ customers. Dealer representatives need, and have the right, to talk frankly and assertively with schools’ administration and faculty about the “product” they produce … and the “product” dealers are willing/not willing to hire. 2. Expectations can be managed by avoiding assumptions and focusing on dialogue. Both dealers and schools must be open and responsive to honest dialogues about moving the program forward to better meet dealer needs. This doesn’t mean that there won’t be disagreements and debate; hopefully, it will mean that answers are well thought out. 3. Each party should know how “success” is defined for all stakeholders. Each party needs to know what is expected of them and the other stakeholders, and to know that there will be good faith efforts by all, leading to “win-win” results. Significant change does not usually happen overnight; expectations as to results should be aggressive, but based in reality. 4. Dealers expect to be able to be on college program advisory boards, so the programs remain current with industry expectations, and especially as related to rapidly changing technology. Schools should welcome this industry presence in order for their programs to reflect the “real world.” The advisory board must function as a regularly scheduled forum for ideas for continuous program improvement, not just a place to present status reports and rubber stamp things as they are. 26 | www.cedmag.com | Construction Equipment Distribution | October 2016
5. Dealer support is expected, short- and long-term, through good and bad times, for the college equipment technology program to attain and retain academic excellence. This is particularly true for attainment and retention of AED accreditation. 6. Dealer support is expected by schools in a number of areas in order to have the resources they need to achieve success. For example: ▶ Working with schools on local student recruitment, retention, placement ▶ Sponsoring students: scholarships/loans, internships, workstudy, tools purchase
▶ Donating equipment and parts for teaching: complete equipment units with manuals, trainers/simulators, power shift transmissions, diagnostics ▶ Providing teaching materials: technical manufacturer documentation, instructional CDs ▶ Encouraging manufacturers to donate equipment and parts, inviting instructors for product training, and providing diagnostic software 7. Both parties expect that there will be good communication and minimal “surprises,” and that when problems arise, everyone will work together to come up with win-win solutions. 8. Metrics allow performance to mutually-agreed-to expectations (recruitment results, number of new students in programs, curriculum changes with due dates, etc.) to be evaluated objectively, with outcomes and alternatives suggested by the program’s control process. In summary, workforce development efforts with local schools will be more collegial and efficient, and have better results, when all stakeholders’ legitimate expectations are met. The underpinning here is that all stakeholders work hard to understand each other’s perspectives and expectations, and create win-win situations.
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>> HUMAN RELATIONS
KARLA DOBBECK
The HR Perspective: What to Do and What Not to Do at a Tradeshow Trade show season is upon us, so now is a great time to think beyond the sales perspective and actively take steps to create a presence that is professional, respectful and enjoyable for your potential customers as well as your employees. Here are a few topics to consider when planning your next trade show, from an HR perspective. ▶ Ensure adequate staffing. If you send only one person to the trade show, you will be able to cut down on costs, but the savings might be offset by lost sales because your employee will not be able to represent your dealership and maintain the professionalism you expect. Everyone needs to eat and everyone needs to take a restroom break. If your employee has to walk away from the booth, he or she will be frustrated fearing a lost contact. When adequate staffing is provided, your staff will appreciate the ability to fully engage with potential customers while also tending to their own basic needs. ▶ Pick the right people. While technical knowledge of your equipment and services is critical, so is making certain the folks attending the show will represent your dealership the way you wish it to be represented. Not all technical staff are created equal. Do those attending really believe in the equipment lines you carry? Will they act as an ambassador on your behalf? What message will they convey if asked about employment opportunities at your dealership? What is their nonverbal communication style? Get everyone on the same page. The sales department needs to write down and communicate goals and expectations. Should employees be gathering any particular information from booth visitors? If a question cannot be answered, who is available for consultation? How will the dealership measure success for the event? When goals and expectations are clearly communicated, the chance of their being met increases dramatically. At the same time, company policies and administrative processes need to be considered as well. Before a trade show is a great time to review employment expectations, both at the workplace and away at a trade show. ▶ What is the expected dress code for the trade show and for any after-hours events? Are you providing shirts or do you require a particular color or style to be worn? How about name badges? ▶ Eating in the booth should be a no-no, and spicy or garlicky foods that may be offensive to potential customers should be avoided. ▶ How many breaks are allowed and when? What about employees who smoke? ▶ What about idle chit-chat? If your employees are engaged in
conversation, potential customers might see it as a “meeting” so they won’t interrupt to ask a question. ▶ What rules are in place for after-hours events and dinners? Are cocktails allowed? Is there a meal allowance for the employee? ▶ What about cell phone use in the booth? Is texting or playing games allowed? ▶ How do employ-
X
ees report their expenses and time? What is and is not considered working hours? Surely the hours spent “working” the tradeshow are compensable time. Beyond the trade show, what about travel time, entertainment time, etc.? ▶ Avoid trade show romance – with co-workers, customers or other vendors! Don’t just assume your employees know better. Review your sexual harassment (and discrimination) policies with them. Even if only one gender is attending, others at the show could make a complaint, and you would need to prove the preventative steps taken. All in all, a trade show can be one of the best ways to market your dealership. By spending a bit of time thinking through the people you send, the message they communicate and your overall presence at the show, you might see a greater ROI and a stronger marketplace reputation.
KARLA DOBBECK, a certified professional in Human Resource Management, founded Human Resource Techniques, Inc., in 1997. HRT has been an endorsed service provider for AED since 2013 and has been accredited through the Better Business Bureau since 2009 with an A+ rating. Human Resource Techniques, Inc., is registered through WBENC as a woman-owned business. She can be reached at 888-412-8079 or kdobbeck@askhrt.com. 28 | www.cedmag.com | Construction Equipment Distribution | October 2016
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Trade Show Planning Your best show ever is just a plan away. T
houghtful, strategic trade show planning is essential to achieving your exhibiting goals and maximizing your return on investment, which includes both your money and your time. The first step in the process is to identify conferences and events that reach your target audience of potential buyers. Start the research process by talking with current customers and learn about the events they attend. Then, contact professional organizations and colleagues in your industry for additional suggestions. Online trade show directories are another valuable resource, as well as your local chamber of commerce and area business associations. Once you find an event that looks like a good opportunity, ask to review lists of past vendors and attendees, if available from the show sponsor. Ensure the show you select draws the type and number of prospects you want. Other considerations include geography, timing, cost and sponsor reputation. To promote sales, consider your need for audio-visual rental equipment, sound systems and mobile technology, including iPad or tablet rental. Promotional items, literature, special displays and other marketing tools should always be included in the consideration mix. Then develop a detailed plan and trade show checklist that includes these steps.
This article is reprinted with permission from Trade-Show-Advisor.com. For more in-depth information on maximizing trade show success, please visit this site. Trade-Show-Advisor.com is an online educational resource with articles and resources to help exhibitors maximize visibility, sales leads and revenue at trade shows. Information covers all aspects of event participation, including show selection, marketing strategies, exhibit booth displays, giveaways, staffing, sales techniques and more. 30 | www.cedmag.com | Construction Equipment Distribution | October 2016
1.
Establish Specific Event Objectives… such as the number of product sales, leads generated, publicity secured, image and awareness initiatives, etc.
2.
Set a Realistic Budget… that includes a projected return on investment.
3.
Develop a Compelling Sales Message… to use in all trade show marketing and sales initiatives, including booth graphics, banners, brochures, advertisements, and sales presentations.
4.
Create a “WOW” Exhibit… that attracts people and instantly conveys your brand message. No matter what type of exhibit you select among the many trade show displays available, the design and graphics must deliver your marketing message with a powerful punch. Even your lighting, booth accessories, table covers and booth flooring play a role in the image you portray with your exhibition stands.
5.
Create a Trade Show Marketing Plan… divided into three sections: 1. Pre-Show Marketing, 2. At-Show Marketing, and 3. Post-Show Marketing. You’ve got to aggressively pre-sell prospects before they arrive, fully engage them at the show, and promptly follow up after the event to generate additional sales.
6.
Reserve Your Booth Location in the Exhibition Hall… and try to secure a high-traffic location at the event.Confirm access to electrical outlets and other needs you may have for your display.
7.
Gather Marketing Collateral… including sales literature, product sheets, business cards and promotional items. These print marketing materials further awareness during the exhibition event and help people keep your brand and products top-of-mind once the show concludes.
8.
Train and Schedule Staff… to effectively convey your sales message and ensure your booth is always staffed adequately.
9.
Prepare Follow-up Information Packets… so they are ready to immediately use with new leads after the show is over.
10.
Make Travel Arrangements… to ensure you, your staff, the exhibit booth, and materials and supplies arrive in plenty of time for the show.
October 2016 | Construction Equipment Distribution | www.cedmag.com | 31
11.
Follow Up with Attendees… prioritize your leads and make follow-up contact promptly.
12.
Evaluate Trade Show Success… to determine if you met your objectives and to identify changes to be made in the future.
TRADE SHOW PLANNING TIMELINE Phase One: 12+ Months… Set Your Strategy Identify the role trade shows will serve, as part of your overall marketing and sales strategy. Then secure buy-in within your organization. Develop a detailed trade show budget and forecast your return on investment. Phase Two: 9 to 12 Months before Show Set specific objectives for your show such as number of product sales, leads generated, publicity secured, etc. Identify your booth space needs, along with your exhibitor resources for booth accessories, banners, marketing collateral, equipment and promotional items. Register and reserve your display stand space with the event sponsor and request full details on exhibit requirements. Develop a trade show marketing plan that uses a mix of promotional methods to reach prospects. Your plan should be divided into three sections: 1. Pre-Show Marketing, 2. At-Show Marketing, and 3. Post-Show Marketing. Phase Three: 6 to 9 Months before Show Write a compelling sales message that gets across the key points you want to communicate at your exhibit in 30 seconds or (preferably) less. You and your staff will need to rehearse this message and use it confidently at your booth to maximize your effectiveness. Determine your exhibit design, layout and graphics needs. You can hire a company to handle design and production or take a more hands-on approach by using web-based exhibition design software to create the look and configuration of your display before handing it over to an exhibit producer. Take your time to select an exhibit firm that meets your needs, based on capabilities, design talent, cost and delivery timing. Along with your exhibit design, consider your lighting needs. Depending on the type of product or service you are promoting at a given trade show, illumination can play an integral role in attracting attention and/or complementing the image you want to project. For example, you may want to use a lighting truss to add more drama and focus to your booth area or highlight a specific product you are promoting. Identify high-impact trade show giveaways and promotional strategies you will use to attract visitors to your display area. Determine the literature and marketing materials you will need at the show, and begin design and printing work. 32 | www.cedmag.com | Construction Equipment Distribution | October 2016
Phase Four: 3 to 6 Months before Show Order your giveaways or promotional items. Continue working with vendors on your display booth, exhibit items, and marketing materials. Confirm delivery dates and adherence to your trade show planning timeline. Determine staffing requirements, develop booth schedules, and plan training sessions. Identify how you will ship your display and other items to the show. Begin making travel arrangements, including airfare, hotel and car rental reservations, if necessary. Launch pre-show marketing initiatives. Phase Five: 1 to 3 Months before Show Put together follow-up packets to send to your leads immediately following the show. Continue pre-show marketing activities. Make all travel arrangements. Schedule staff training. Contact event sponsor for any last-minute details. Finalize production of booth display, promotional items, and marketing materials – and confirm shipping dates. Finalize all travel arrangements. Schedule dinners or other meetings to be held at the show with prospects, distributors and/or customers. Phase Six: 1 Week before Show Complete staff training. Confirm shipping arrival dates for your booth display, promotional items and materials. Double-check that all action steps on the timeline have been covered. Phase Seven: Follow-Up Activities: 1 Day to 1 Week AFTER Show Analyze leads, send follow-up packets, and make contact as appropriate. Evaluate the success of trade show participation compared with objectives from your trade show plan. Review your budget compared to your actual expenses for the show. Determine your return on investment. Make recommendation whether to participate in the same trade show next year. Include suggested changes, enhancements and other trade show ideas.
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JCB’s Field-Proven Range of Heavy Equipment When it comes to choosing what brand of equipment to represent, why not choose the third largest manufacturer of construction equipment in the world? For over 70 years, JCB has been a leader in equipment innovation. The backhoe…we invented it. Telescopic handers…we pioneered them. With over 300 models of equipment to choose from, we’re sure to have the equipment your customers need, with the parts and service support in place to deliver what they want the most…uptime. JCB currently has dealer opportunities in select market areas across North America. To learn more about how you can put your best fleet forward, visit JCBNA.com or email Michael.Cully@jcb.com.
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Past Demand Fuels Educational Offerings at 2017 CONEXPO-CON/AGG
construction company. By Dayna Maeder The known technician drought in the heavy machinery industry has Every three years, the CONEXPO-CON/AGG provides the construcmade these two sessions especially popular: The first is “Solutions for tion industry with exhibits on products and services, as well as educaFinding Skilled Labor,” which will highlight multiple available avetional sessions targeted specifically to this industry. nues, from staffing agencies to military recruitment, from tech schools Based on past demand and high satisfaction scores, the following to associations. “Transitioning Effectively to a Leadership Role” will areas are going to be highlighted in the educational portion of complement the skilled labor session, with a workshop that will provide CONEXPO-CON/AGG this year. practical solutions and tools to implement on the job, as well as teaching Crushing 101 will provide an overview of crushing, including the how to help others transition to leadership. different types of primary and secondary crushers, pros and cons assoFor more information on the CONEXPO/CON-AGG, visit www. ciated with the different types, what site conditions to consider when conexpoconagg.com. choosing crushers and how to optimize the process given a particular crusher. By the end of the session, attendees will know about the key cost drivers and how they can be managed for processing equipment. They will also understand factors involved in determining the optimal point of ownership and disposal. In the realm of best practices, a course in asphalt compaction covers the four forces of compaction and how they are applied by various types of rollers, and attendees will learn how to utilize communication and consistency to balance laydown and compaction to achieve quality pavements. Another course will include overcoming skilled labor challenges with machine controls and data analytics, which is an interactive presentation that will explore ways that attendees can leverage the data coming from machines, production environment and semi-automation of a job site to optimize results. Additionally, WAIN-ROY® there will be a session on improving the safety of operTractor Loader Backhoe and Excavator ators through technology, which will address current methodologies, including smartphones, to improve fleet CENTRAL FABRICATORS® safety on the road and at the job site. Large Excavator, Mining/Mass Excavation Because CONEXPO-CON/AGG is fueled by and Wheel Loader innovation and new technology, it’s fitting that many of the educational sessions will focus on futuristic GANNON® capabilities that are available to many in this industry. Compact Excavator and Tractor Loader Backhoe Two of the sessions are titled “The Future Is Now,” with one that will focus on using 2D and 3D systems, ALITEC™ masted systems and integrated grade control systems Skid Steer in the earthmoving process, and one that will focus on autonomous machines via previewing the technology, its current state among equipment manufacturers, and inherent issues for owners and workers. In addition to these innovative technologies, other Call or visit us online session favorites that center on these ideas include to learn how you can drones on the job site, with a session that will show become a Woods dealer. participants how drones can be an important tool for the industry and a major part of the equipment fleet, and a session on using augmented reality inspection and woodsequipment.com workflow apps to improve efficiencies. This presentation 800-848-3447 will review the latest in workflow and inspection tool trends while exploring how they reduce these persistent workforce challenges and improve process flow. Additional sessions will include presentations on concrete surface defects; crane assembly and disassembly; coordinating equipment, trucks, and worker movement in work zones; buying versus leasing or renting; and how to build a profitable and resilient
MORE EQUIPMENT. BRANDS. MARKETS.
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Registration is Open Registration is now open for CONEXPO-CON/AGG 2017. Badge-Packs will not be mailed in advance, however, new onsite remote locations will be available at select hotels and the airport for pre-registered attendees to pick-up their Badge-Pack before arriving at the show. BADGE-PACK INCLUDES: ▶ Free Las Vegas Monorail multi-day pass ▶ Free deluxe coach bus to and from the show to most official hotels ▶ Access to seven different halls/lots for CONEXPOCON/AGG and IFPE on all 5 show days ▶ Discounts at various Las Vegas bars and restaurants ▶ The NEW Tech Experience
Through January 13........................................$149 Beginning January 14.....................................$195 Beginning March 7..........................................$249 MEDIA REGISTRATION Media badges are available to qualified media. QUESTIONS? The Customer Service team at Experient, the Official Housing & Registration vendor, can be reached Monday Friday, 8:00 am - 5:00 pm Central Standard Time. Email: showmgmt@experient-inc.com Phone: 800-424-5247 or +1 847-996-5878 REGISTRATION INFORMATION & POLICY CONEXPO-CON/AGG & IFPE 2017 By registering, you agree to comply with the Show Rules and Regulations, all Registration Policies and convention center rules and policies. The registrant consents to CONEXPO-CON/AGG & IFPE 2017 collection, storage, sale and any other disclosure or use of data on this form and data gathered from any attendee badges equipped with an identification device or similar technology including data on your movement and locations to exhibitors and others
The registrant consents to receive all mail, email, telefax or phone communications from show management regarding important show information or updates for CONEXPOCON/AGG & IFPE 2017. The registrant grants Exhibition Management permission to record and make any use of the audio/visual materials of all attendee activities at CONEXPO-CON/AGG & IFPE 2017. Registrant shall not take photographs and/or videos within an exhibit without the exhibitor’s permission. Merchandise, literature, giveaways and roller bags are not permitted on the show floor during show hours. Individuals or companies that have not purchased exhibit space may not solicit business or engage in outreach to exhibition registrants within or near exhibit areas. Any individual or company found to be conducting business or engaged in public outreached as outlined in the aforementioned manner is in violation of these rules and shall be removed from the Exhibition. Exhibition Management reserves the right to remove and bar any registrant from the Exhibition for conduct deemed objectionable by Exhibition Management. NON-EXHIBITING VENDOR Attendees are employed by companies that are potential buyers or specifiers for Exhibitors’ products and services and therefore do not engage in selling activities. Do not register as an Attendee if your company does not purchase or specify Exhibitors’ products and services. October 2016 | Construction Equipment Distribution | www.cedmag.com | 35
#Vegas H acks 1. It’s Always Happy Hour in Las Vegas It’s the time of day that many people look forward to the most: Happy Hour! No place embraces that sacred time of day quite like Las Vegas, where happy hour celebrations seem to last just a little bit longer than most. Looking to enjoy great food specials and an adult beverage or two? On the Strip, drop by The Pub at Monte Carlo weekdays from 3 to 6 p.m. for half-price drafts. If it’s all Greek to you, Estiatorio Milos at The Cosmopolitan is worth a visit from 5:30 to 7:00 Monday through Thursday for some great happy hour specials on Greek wines and beer (Mythos and Hillas) and dishes like salmon tartare, Greek bottarga and Green saganaki cheese, to name a few. At The Venetian, Canonita combines the flavor of old Mexico with some happy hour drink specials, including $3 drafts, $5 margaritas and cocktails and $5 wines daily from 3 to 6 p.m. and after 9 p.m. Fizz, the lavish champagne lounge and bar inside Caesars Palace, has Bottomless Bubbles, a daily bottomless champagne event for $36 where guests may drink all the bubbles they can within the 5 to 7 p.m. or 7 to 9 p.m. windows. Emeril’s New Orleans Fish House at MGM Grand has a happy hour menu from 2 to 6 p.m. and after 9:30 with $7 wines, $7–$8 cocktails, and $5 beer. The discount on Emeril Lagasse’s gumbo alone is worth the trip. Do a little people-watching during happy hour Monday through Thursday from 3 to 6 p.m. at Cabo Wabo Cantina at Planet Hollywood, where chicken, beef, or pork tacos are served street-style for just $2 and shots start at $5. Jack’s Irish Pub at Palace Station has $2 domestic drafts, $3 imported drafts, and 2-for-1 Jameson and Cazadores shots daily from 4 to 8 p.m. to get you into the happy hour spirit. There’s plenty of happy hour celebrating to be found downtown as well. From 3 to 7 p.m. weekdays, Park on Fremont in the Fremont East District offers $3 well drinks, $4 domestic drafts, and craft beers and appetizers for $5. On the Fremont Street Experience, Chart House inside Golden Nugget has happy hour from 4 to 6 p.m. featuring appetizers like ahi nachos and prime rib sliders and drinks from $3–$7 that range from beer to wine to martinis. The Booze & Bites menu at Wolfgang Puck’s Bar & Grill in the Downtown Summerlin shopping district is another happy hour hot spot. From 3 to 6 p.m. and 9 p.m. till closing, grab $6 crispy calamari and pork carnitas tacos. And try a tangerine mojito from $5–$8. No matter where you choose to spend it, you’ll have the time of your life at every happy hour in Las Vegas! — Las Vegas Convention and Visitors Authority (LVCVA), Viva.LasVegas.com
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Companies who are providers of products and services to the construction industry (including but not limited to asphalt, aggregates, concrete, earthmoving, lifting, mining, trucking, hauling, land clearing, and infrastructure support, as well as components for these types of equipment) that are interested in attending CONEXPO-CON/AGG & IFPE 2017 but not as an exhibitor may be considered a Non-Exhibiting Vendor (NEV). Non-Exhibiting Vendor Registration Member* Company Admission Fee is $549 per registrant Limited to 4 registrants per company Allowed access on all Official Show Days Return admittance as NEV allowed for future shows Non-Member Company Admission Fee is $749 per registrant Limited to 2 registrants per company Allowed access on March 9-11, 2017 No return admittance as NEV for future shows * Member companies of AEM, NRMCA, NSSGA, NFPA & PTDA
Non-exhibiting vendors who register to attend will be reviewed and approved by Show Management in order to gain access to the show floor. If it is discovered that a company has not been correctly identified an NEV during the registration process, Exhibition Management reserves the right to either apply the appropriate NEV registration fee or cancel the registration record with no refund. The NEV policy has been established under the direction of the CONEXPO-CON/AGG & IFPE 2017 Management Committee for purposes of protecting CONEXPO-CON/ AGG & IFPE 2017 exhibitors, their Show investment and maintaining the integrity of the Show. CANCELLATION, SUBSTITUTION & REFUNDS Show Badge/Entrance to exhibits (inclusion of Las Vegas Monorail pass) is non-refundable. Name substitutions are allowed through March 1, 2017. Lost or misplaced badges will be charged the original amount paid. Education: Cancellation requests received in writing and postmarked on or before January 13, 2017 will be charged the below processing fees. No education/event refunds will be granted after January 13, 2017. Education is nontransferable.
CONEXPO-CON/AGG Individual Education Sessions .................................................$15 each CONEXPO-CON/AGG All Session Pass .................................................$50 each IFPE Courses .................................................$50 each IFPE EEHPC Conference .................................................$50 each Exhibition Management reserves the right to amend this policy at its discretion.
WHY EXHIBIT? As an exhibitor at CONEXPO-CON/AGG, your return on investment is our main priority. We’ve come up with cost effective options that leave you with industry connections, new prospects, and much more. Interested in exhibiting in 2017? Space is still available for CONEXPO-CON/AGG 2017. Exhibitors will be assigned on a first come, first serve basis. If you are interested in exhibiting, please contact us for an application. You may call 800-867-6060 or 414-298-4138, emailsales@conexpoconagg.com, submit a request or contact sales. Tech Experience Opportunity: We’re calling on exhibitors and partners to submit a proposal to be part of the new Tech Experience at CONEXPO-CON/AGG 2017 with their biggest, bravest technology, and boldest thinking and ideas. INCLUDED IN YOUR EXHIBIT SPACE COST: Material Handling including: ▶ Unloading and reloading of all crated shipments from all trucks. ▶ Delivery of machinery and crates to exhibit stands from marshaling area(s) and pick up of same machinery and crates at the close of the Exhibition. ▶ Removal of all cleating and blocking on inbound shipments, including materials where required. ▶ Handling of inbound and outbound shipments of exhibit materials to the LVCC or any other exhibit areas used for the Exhibition. ▶ Operators for self-propelled equipment and planking where required. ▶ Spotting of exhibitor’s machinery or products for the initial installation only as the equipment is delivered to the exhibitor’s stand, and provided an exhibitor representative is October 2016 | Construction Equipment Distribution | www.cedmag.com | 37
#Vegas H acks 2. Getting Around Vegas
If you’ve never been to Vegas, then you probably assume it’s a breeze to walk from one end of the Strip to the other. Well, while you could probably make the trek, we wouldn’t recommend it. For everyone else out there, we’ve put together a list of all your transportation options throughout the city and our recommendations for when to use these options.
Uber and Lyft
▶ About: After a long debate, Las Vegas finally approved Uber and Lyft as means of transportation throughout the city. For those unfamiliar with them, they’re both forms of ride-sharing apps where a driver will pick you up in their personal car and transport you to your destination. ▶ Cost: Varies depending on where you want to go. Uber will display a price range. Lyft will not. ▶ Recommendation: Always a great choice, but our recommendation would be to use ride sharing when you’re off the Strip, not while at a hotel property or looking to come to the Strip. Many taxis take an extremely long time to pick someone up from locations that are not at a hotel property or on the Strip. ▶ What you need to know: Always be aware of when surge pricing is in effect, because you could end up paying $100 for a trip that could have cost $30 to $50. There are certain areas at hotels where Uber and Lyft can pick you up. Make sure you know the pick-up location. Also, as of now, only Lyft will pick you up at the airport.
Monorail
About: The monorail stops at seven points on the Las Vegas Strip: MGM Grand, Bally’s/Paris, Flamingo/Caesars Palace, Harrah’s/The LINQ, the Las
Vegas Convention Center, Westgate and SLS Las Vegas. Cost: A single ride is $5; a day pass is $12; and they also have two- to sevenday passes with prices that range from $22 to $56. If you’re a Nevada local, you can buy a single ride for $1; restrictions apply depending on how many you want to buy. Recommendation: Great to use if you’re at or near a hotel that the monorail stops at and want to visit another hotel at a stop or near a stop. This is a great option for anyone attending a convention at the Las Vegas Convention Center. The monorail also offers free shuttle rides at various off-the-Strip hotels. If you’re looking to go to the Strip, be sure to see if they have a shuttle at your hotel. What you need to know: The monorail does not run all night. After a certain hour, you will need to take a different form of transportation. The monorail offers free shuttle rides at various off-the-Strip hotels. If you’re looking to go to the Strip, be sure to see if they have a shuttle at your hotel.
Taxis
About: Taxis are the main form of transportation used throughout Vegas. There is an abundance of them all over the city, and you can always find a few waiting in a taxi line at a hotel anytime of the day or night. Cost: Varies depending on traffic and time of year. Taxis requested at the airport include an additional fee. Recommendation: Taxis are great to use when you want to go from property to property, to and from the airport, or if you’re just trying to get back to your house after a night at the club. There are plenty of them throughout town so you never have to worry about there not being enough drivers at a late hour.
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What you need to know: As with Uber and Lyft, you cannot hail a taxi on the Strip. There are also certain areas taxis pick you up at hotels. Just look for the taxi line sign, usually near valet parking. If you have any concerns with a taxi driver, you can call the Nevada Taxicab Authority at 702-668-4005.
The Deuce
About: The Deuce is the name of Las Vegas’ form of public transportation that’s operated by the Regional Transportation Committee. While the bus runs throughout town, there are two routes you can take specifically for the Strip and Downtown. These are Deuce on the Strip, which will stop at about every property on the Strip, and SDX Strip & Downtown Express, which stops at about half as many stops as the other route. Cost: A two-hour pass is $6, a 24-hour pass is $8, and a three-day pass is $20. You can buy your ticket on the bus. Recommendation: If you’re looking to check out the old Strip and don’t want to pay a lot and don’t mind riding a bus, this is what we recommend. It is the cheapest form of transportation from the Strip to Downtown Las Vegas/Fremont Street. What you need to know: Unlike taxis, The Deuce will actually pick you up on the Las Vegas Strip. If you’re looking to head back to your hotel after midnight, you’ll have to catch The Deuce on the Strip, because the express bus only runs until midnight. This is also the most cost-effective way to get to your hotel from the airport. The Deuce does not stop at the airport, so you’ll have to take the Route 109 bus to the South Strip Transfer Station to get on The Deuce. Access to Route 109 is located in Terminal 1. – Las Vegas Convention and Visitors Authority (LVCVA), Viva.LasVegas.com
present during the initial placement. ▶ Exhibit crate removal, storage and return to exhibit stand at the close of the Exhibition. ▶ General cleaning of all exhibits including the vacuuming or sweeping of carpet/floor, emptying of wastebaskets before the opening of each Exhibition day. ▶ FREE Marketing Materials ▶ FREE basic online directory listing ▶ Access to additional data to help plan a successful experience before the show and on-site NOT INCLUDED IN YOUR EXHIBIT SPACE COST: Exhibitor registration badges (these must be purchased separately) Furnishings or carpet
Hotel Information All the information you need for your Las Vegas stay. BOOK YOUR ROOM Hotel partners are offering a limited number of early booking discounts on rooms - book today to receive the best rates! Please note availability and pricing within the show block are subject to change. Be sure to reserve your room early for the best possible prices. Registration for a show badge pack is required prior to reserving. Group Room Blocks Need to make reservations for 20 or more people? You can request a hotel room block for your group. OFFICIAL SHOW HOUSING SERVICES
Experient is the official housing provider for CONEXPO-CON/AGG 2017 and the only company that is able to sell rooms within the CONEXPO-CON/AGG official hotel blocks.
▶ No pre-payment. All you need is a credit card to reserve your room. ▶ Immediate confirmation. After you reserve, an immediate confirmation will be sent for your peace of mind. ▶ Make changes and cancellations online. Easily update or cancel your hotel reservation using our online system. ▶ Detailed hotel information. Find your perfect hotel using our detailed descriptions, photos and maps. ▶ Reserve anytime, anywhere. Use our convenient online system to reserve individual rooms or group room blocks 24 hours a day, 7 days a week. ▶ Shuttle service. Get access to shuttle service between the show and our official hotel partners.*
*Shuttle service is offered at all official show hotels with exception to those within walking distance to convention center.
BEWARE OF UNAUTHORIZED HOTEL SOLICITATIONS Note that Experient is the only official housing company associated with our event. While other hotel resellers may try to solicit housing for your trip, they are not endorsed by or affiliated with the show. Beware that entering into financial agreements with non-endorsed companies can have costly consequences. They may provide false information regarding the availability of rooms at hotels within the show housing program. If you are contacted by a travel company other than Experient, please immediately notify Show Management at aweller@aem.org. Show Management works to prevent the unauthorized solicitation of CONEXPO-CON/AGG & IFPE 2017 exhibitors and attendees. QUESTIONS Experient is the official housing provider for CONEXPOCON/AGG 2017. For questions, please contact Experient’s customer service department: ▶ Email: showmgmt@experient-inc.com ▶ Phone: 800-424-5247 or 847-996-5878 Monday - Friday, 8 a.m. - 5 p.m. Central Time)
Conexpo Spotlights
Benefits of reserving your room through CONEXPOCON/AGG Show Housing Services:
CONEXPO-CON/AGG Announces New Immersive Tech Experience Pavilion
▶ Rate Assurance. We’ve worked hard to ensure our rates are the lowest you’ll find on the Internet or by calling the hotel directly.
Emerging technologies for the jobsite of the future, innovative wearables to enhance health, safety and October 2016 | Construction Equipment Distribution | www.cedmag.com | 39
#Vegas H acks 3. Food, Food, and More Food
The food in Vegas is so good, you may want to pack extra napkins just for the trip. Four spots to grab some seriously great grub in Downtown Las Vegas: Start at Carson Kitchen, complete with a garden-style rooftop patio offering a space to dine as well as to enjoy live bands and DJs. The menu, which has an emphasis on sharing, includes social plates, sandwiches, entrées and stone-oven flatbreads. For a great group dining setting, check out the appropriately named eat. This breakfast and lunch hotspot features fine, fresh soulful fare presented in an unpretentious, uplifting atmosphere.
Le Thai in the Fremont East District showcases Chef Dan Coughlin’s famous three color curry (a blend of red, yellow and green curry), homemade Thai noodle soup and their signature waterfall sauce. On 6th Street, be sure to visit at O Face Doughnuts, where the doughnut fillings, including preserves, creams, and curds, are made fresh in-house. Specialty creations and rich coffee and espressos make for a memorable treat. – Las Vegas Convention and Visitors Authority (LVCVA), Viva. LasVegas.com
4. Five Don’t-Miss Ways to See the City
Las Vegas has a skyline like no other city. The Strip’s neon glow can be seen from across the valley. And with views this spectacular, it’d be a shame not to feast your eyes on the best places to catch a glimpse. 1. The Foundation Room at Mandalay Bay You’ll find that this lounge is a little more unusual than some of the others you might visit. The Tibetan-themed venue is decorated with lush carpets and Eastern artifacts. It’s even known to host burlesque dancers on occasion. Venue Type: Lounge Type of View: Located on the 43rd floor of the hotel, this lounge offers a view of the entire Strip from the farthest point south. Standing on the balcony, you’ll get a great view of the MGM Grand all the way to the Eiffel Tower at Paris Las Vegas, and everything in between. It’s one of the best places to take a photo with the entire Strip in the background. 2. Hyde Bellagio Hyde Bellagio is one of the more decadent places on this list, mainly because of the ambiance. It’s said that it draws its mystery from having been an Italian-themed villa for a famed artist,
complete with marble floors, chandeliers and even a Tuscan-themed garden that leads straight to the outdoor terrace, which frames the famous Fountains of Bellagio. Venue Type: Lounge/Nightclub Type of View: This venue offers an upclose-and-personal view of the Bellagio fountains. If you’re standing close enough to the edge, you may be able to feel a few drops of water. 3. The Eiffel Tower Experience at Paris Las Vegas The Eiffel Tower in Las Vegas might not be as tall as the one in Paris, France, but it’s certainly worth the trip to the observation tower. The attraction provides guests with an interactive tablet that allows them to see what it would be like to be standing on the real tower as though they were actually in France. Venue Type: Attraction Type of View: 360-degree view, 460 feet in the air, with ambassadors to help point out various Vegas attractions. 4. High Roller Observation Wheel at The LINQ The world’s tallest ferris wheel and one of the newer attractions in Las Vegas, the
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High Roller offers visitors a 360-degree glimpse of the city. The entire ride takes only 30 minutes and offers ticket holders historical information about Las Vegas while on their ride. Venue Type: Attraction Type of View: A 550-foot-high view of the city, 360 degrees around. It’s cheaper to ride during the day, but the view is better at night. 5. Top of the World at The Stratosphere Top of the World is known as one of the most romantic restaurants in the city. It offers an intimate dining setting paired with an extravagant view of the entire city, all encompassed in a 360-degree revolving frame. Yes, that’s right, this restaurant allows diners the opportunity to see Las Vegas in its entirety if they’re able to stay for at least 80 minutes, the time needed for one full rotation. Venue Type: Restaurant Type of View: It might surprise you, but this is the only revolving restaurant in Las Vegas. Located 844 feet in the air, you’re bound to get a great view of the city through its massive floor-to-ceiling windows. – Las Vegas Convention and Visitors Authority (LVCVA), Viva.LasVegas.com
productivity, cutting-edge skills for careers of the future, and new materials to enhance our nation’s infrastructure. These are just a few of the things attendees to the 2017 CONEXPO-CON/AGG Tech Experience pavilion might experience as they step into the future of the construction industry. Today, the largest international gathering in the Western Hemisphere for the construction industries, announced the new Tech Experience where attendees can actually step into the future and experience what’s new and next in the construction industry. Located in Silver Lot 3 outside the Las Vegas Convention Center, the new 75,000 square foot Tech Experience is dedicated entirely to presenting new construction innovations and emerging technologies that will drive change and process improvement across the industry. “With the new Tech Experience, CONEXPO-CON/AGG is advancing to a new level of thought leadership in our industry. We’re calling on Association of Equipment Manufacturers members to submit a proposal to be a part of it,” said Sara Truesdale Mooney, show director and vice president exhibitions and business development for AEM. “We’re looking for our members’ bravest and most innovative ideas.” Proposals will be evaluated against a simple set of criteria by an outside panel of experts. “The Tech Experience will not only present a vision for the future of our industry, but it will also raise awareness of technologies that enhance safety, productivity, and profitability. Attendees will explore three key zones,” said Truesdale Mooney. “The worksite of the future, the jobs of the future and the infrastructure of the future. We’ll also feature additional engagement zones including a Maker Beta Lab that will feature a collaborative future factory environment and the world’s first fully functional 3D-printed excavator.” Truesdale Mooney
For additional information on proposal submission or timing, please contact Paul Flemming, director of sales at AEM at 414-298-4150.
Largest construction show in Western Hemisphere will feature the first use of 3-D printed steel in an excavator designed by engineering students CONEXPO-CON/AGG and IFPE 2017 are teaming up to unveil the world’s first fully-functional 3-D printed construction excavator and the first large-scale use of steel in 3-D printing, known as additive manufacturing. The excavator, which will be on display at the joint trade shows in March 2017, will bring to life how technology is transforming the construction industry in line with the show’s 2017 theme, “Imagine What’s Next.” In addition to the pre-printed excavator, show attendees will see a second excavator printing live on the show floor. CONEXPO-CON/AGG and IFPE 2017 will take place March 7-11, 2017 at the Las Vegas Convention Center. “We know our members look forward to seeing the industry’s most innovative technologies at CONEXPOCON/AGG and IFPE each show year and 2017 will not disappoint. We’re thrilled to bring such a significant technological and first-of-its-kind achievement like the 3-D printed excavator to the show; it will be a platform to demonstrate how the latest innovations and applied technologies are changing the future of construction industry,” said John Rozum, IFPE show director. The excavator is a joint collaboration between the Association of Equipment Manufacturers (AEM), National Fluid Power Association (NFPA), Center for Compact and Efficient Fluid Power (CCEFP), Oak Ridge National Laboratory (ORNL) and the National Science Foundation (NSF). The group is working with research teams from Georgia Tech and The University of Minnesota to convert the current excavator design to one that is conducive to and takes full advantage of 3D manufacturing. Graduate engineering students at Georgia Tech will be creating a boom and bucket featuring integrated hydraulics with the goal of decreasing the weight, materials cost and maintenance, while students at the University of Minnesota are designing a hydraulic oil reservoir/heat exchanger and cooling system that reduces the size and weight and increase the efficiency of the machine. “Technology and innovation will drive change for the future of the construction industry, and we’re excited that students are playing a vital role in bringing the newly designed October 2016 | Construction Equipment Distribution | www.cedmag.com | 41
#Vegas H acks 5. Tipping 101: Vegas Etiquette
1. The Casino Host and the Dealer Many online sources will tell you that casino hosts cannot accept tips, but that is partially untrue. Some casino hosts actually can accept (and truly appreciate) tips. The ones that can’t will accept non-cash gifts such as gift cards, bottles of wine, etc. The best way to know is to ask, and these hosts will greatly appreciate the gesture. As far as dealers, you should toss them about $5 in chips per hour you’re playing. 2. The Sommelier These wine-slinging aficionados actually can tell the difference between a central coast California pinot and a Willamette Valley Oregon pinot, and they can explain to you in great detail why one will be waaay better with your dish. Show these professionals your appreciation by offering a tip of 10%–20% (if the wine and gratuity isn’t already included on the bill). Another thing: if you’re gambling at a bar and you win, don’t forget to toss the bartender a small tip as well. 3. The Restroom Attendant These brave soldiers of nightlife are often forgotten when it comes to tips. After they hand you a paper towel, throw a dollar or two their way – especially if you needed to snag a mint or bobby pin. 4. The Concierge The concierge is a great resource if you’re new to Vegas. We break it down this way: $2–$5 for getting you a dinner reservation, $5–$10 for show tickets, and about $20 for hard-to-get reservations or sold-out shows. 5. The Cocktail Waitress Typically we suggest tipping about $1 per drink. Most casinos will provide comped drinks if you’re playing a game, so in that case you should definitely leave a tip appropriate to what you would normally pay for drinks, and place it on their serving tray. Cash or casino chips are appreciated. 6. The VIP Host (Nightlife or Daylife) The VIP hosts at nightclubs and cabana hosts at dayclubs are the ones who set up your entry, table, bottle(s), etc., and provide individualized attention for your group. Best practice is to tip 18%–20% if gratuity isn’t already included on your bill. If the bottle is comped, be sure to tip based on what the price of the bottle would be. 7. The Bellman It’s standard to tip bellhops $1–$3 per bag when they take them up to your room, but not necessarily when they take them to your car after checkout. 8. The Tour Guide Most people forget to tip their tour guides, but you should consider about 10%–20% depending on the bill. You don’t need to worry about tipping if they are affiliated with the National Parks or other government entities. 9. The Valet These parking ninjas navigate valet like champs, and that’s no easy feat in a place like The Strip. To show your gratitude, tip them a couple of dollars when they retrieve your car; they will definitely appreciate it. – Las Vegas Convention and Visitors Authority (LVCVA), Viva.LasVegas.com 42 | www.cedmag.com | Construction Equipment Distribution | October 2016
machine to life,” said Eric Lanke, chief executive officer of NFPA. In addition to the partnerships with the Georgia Tech and the University of Minnesota, AEM, NFPA, CCEFP, ORNL and NSF are inviting undergraduate engineering students from across the country to participate in a nationwide contest to design and print a futuristic cab and a humanmachine interface for the excavator that is both aesthetic pleasing and functionally designed. Students can submit their designs for the cab of the excavator on the Center for Compact and Efficient Fluid Power website (ccefp.org) and all entries will be judged by a panel of industry experts. The winning team will receive a $2,000 cash prize and the opportunity to visit the Oak Ridge National Laboratory (ORNL) in Tennessee to observe the printing of the selected design. For more information and daily news and updates, please visit www.conexpoconagg.com.
Prepare for the Future with Education at CONEXPO-CON/AGG 2017 Record Number of Learning Sessions, New Technology Track CONEXPO-CON/AGG 2017 will offer a record 143 education sessions across 10 tracks, including a new Technology track, to provide attendees with the latest industry knowledge and best practices to improve their professional skills and company productivity. “Education is a critical component of CONEXPO-CON/ AGG, and we encourage attendees to take advantage of the convenience of so many learning opportunities available; they’ll be able to work smarter because of
the knowledge they gain here,” said Rich Goldsbury, CONEXPO-CON/AGG 2017 chair and president of Bobcat Company and Doosan. The new CONEXPO-CON/AGG 2017 Technology track focuses on industry innovations and future growth opportunities in the technology field, including drones, autonomous machines, 3-D imaging, smart apps, gamification, big data and IoT. The technology track complements the new 75,000-plus square foot Tech Experience showcasing the ideas and technologies that will transform construction in the future. CONEXPO-CON/AGG 2017 education tracks will also offer the latest trends and best practices focused on: aggregates; asphalt; concrete; cranes, rigging & aerial lifts; earthmoving & site development; equipment management & maintenance; management: business best practices; management: workforce development skills; and safety & regulations. CONEXPO-CON/AGG 2017 will feature a record 2,500,000-plus net square feet of exhibits of the newest product innovations and technologies to increase productivity, reduce downtime, and enhance safety and sustainability. CONEXPO-CON/AGG and the co-located IFPE exhibitions will be held March 7- 11, 2017 at the Las Vegas Convention Center in Las Vegas, Nevada, USA, targeting the construction and construction materials and fluid power/ power transmission/motion control industries. Register early to save time and money and get the best hotel rates and availability. Save 40 percent registering by January 13. Flexible education ticket options are available to fit attendee needs and schedules. Register online at http://conexpoconagg.com/visit/register.
October 2016 | Construction Equipment Distribution | www.cedmag.com | 43
CONEXPO
The Ideal Launch Pad For Courting Global Customers By Dayna Maeder
CONEXPO-CON/AGG is the prime time for equipment manufacturers to exhibit product launches. Jason Rush, vice president at Vermeer’s Texas-Louisiana North region, says that attending CONEXPO allows the Vermeer Texas-Louisiana sales and management team to get out in front of new products coming into the marketplace from all manufacturers. “We typically have a large number of customers that attend CONEXPO, so we utilize the event to spend some quality time with them in the fun Las Vegas environment,” Rush said. “CONEXPO only comes around every three years, so the buzz and customer excitement around the event really starts to pick up about 12 months in advance.” Jason Andringa, president and CEO of Vermeer, sums up CONEXPO in a handful of words: big, broad and global. “CONEXPO is one of the top two largest equipment shows in the world,” he said. “Vermeer wants to have a strong presence [at a show that] most strongly draws potential customers from around the world.” Randy Bach, GOMACO’s advertising manager, agrees that CONEXPO will be a huge show, that it will be the largest display ever for that business. “March 2017 and CONEXPO has been the target for our technology introductions,” Bach said. “[It] will include several new product introductions and the latest in control systems and machine guidance. We’ll show products that were concepts three years ago and are now proven and working in the field.” CONEXPO is beneficial for the industry because, according to Andringa, it provides an opportunity for customers to see a lot and potentially make a lot of diverse and beneficial contacts in a short period of time. Domenic Ruccolo, senior vice president, sales and marketing, worldwide construction & forestry division at John Deere, agrees that the show is beneficial
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to the industry in many ways. “It features exhibits with the latest technologies and innovations in equipment, products and services. It gives customers the chance to meet and discuss their needs with manufacturers,” Ruccolo said. “Plus, extensive targeted education seminars emphasize industry issues and trends, management and applied technology.” Customers who attend CONEXPO should plan on visiting certain customer booths, according to Andringa, because if they just wander they could miss valuable information that could have been gained with a more planned visit. Additionally, leaders agree, customers should plan to spend as much time as possible at the show. “It is important for dealers and contractors to plan on spending a fair amount of time at the show learning and experiencing what is happening and what is about to happen in the world of construction,” Bach said. “The technology is truly amazing and is being implemented every day to enhance speed, accuracy, quality and profitability.” Ruccolo said CONEXPO is all about innovation, technology, excitement, empowerment and capabilities. He adds that it is also about manufacturers accepting feedback from their clients. “CONEXPO is all about our customers,” Ruccolo said. “It’s empowering them with new equipment choices; offering them technology that provides new levels of productivity, uptime, and efficiency; and showcasing our improved product support and dealer capabilities. The show also gives us the opportunity to connect with our customers to hear about their challenges so we can continue to develop products and services to make their jobs easier.” Manufacturers should note the importance of attending CONEXPO because it’s an important event to
“CONEXPO is hands down the largest venue of this type that somebody can go to in this part of the world, and at Vermeer Texas-Louisiana, we really get excited about that. There are some new innovative products being launched from Vermeer Corporation at CONEXPO. I can’t talk about them right now, but I’ll gladly show them to you next year.” – Jason Rush, vice president at Vermeer’s Texas-Louisiana North region their current and potential customers. “The show brings professionals together from across all construction disciplines every three years,” Ruccolo said. “Because it’s the largest construction show in North America, it’s a great place to showcase the latest technologies and innovations in equipment, products and services.” Rush agrees that it is the primary place for manufacturers to reach their client base. “CONEXPO is hands down the largest venue of this type that somebody can go to in this part of the world, and at Vermeer Texas-Louisiana, we really get excited about
that,” Rush said. “This year looks to be an exciting show for [us] and our customers; there are some new innovative products being launched from Vermeer Corporation at CONEXPO. I can’t talk about them right now, but I’ll gladly show them to you next year.” Bach agrees that this event is perfect for unveiling new technologies and innovations. “CONEXPO will be the first time on display for our new ideas in positioning and 3D in road and bridge building,” he said. Like Rush, Ruccolo is more covert about
his company’s offerings at the upcoming CONEXPO. “We’re providing customers the ability to interact with our experts, dealers, equipment, and technology capabilities. It’s a special week for us to meet with the people who make our jobs possible,” he said. “Of course, we always reveal our latest and greatest product and technology offerings there, but you’ll have to wait until March to see what that is!” For more information on the upcoming CONEXPO-CON/AGG, visit www.conexpoconagg.com.
October 2016 | Construction Equipment Distribution | www.cedmag.com | 45
Experience Unforgettable Exhibits at CONEXPO More than 2,400 exhibitors will feature innovative products at 2017’s event.
By Dayna Maeder In March 2017, the construction trade show CONEXPO-CON/AGG will feature new products, innovative solutions, groundbreaking technology and the ability to network with tons of manufacturers and customers alike. Association of Equipment Manufacturers (AEM)’s vice president of exhibitions & business development Sara Truesdale Mooney is responsible for strategic planning and goal achievement for AEM’s flagship construction exhibition, CONEXPO-CON/AGG. She says this show is the international gathering place every three years for the construction industries, with a focus on construction, aggregates and ready-mixed concrete. “The event features exhibits of the latest technologies and innovations in equipment, products and services plus extensive industry-targeted educa46 | www.cedmag.com | Construction Equipment Distribution | October 2016
tion,” she said. “New this year is a 75,000+ square-foot tech experience that will let you step into the future of construction and uncover how your business can become more profitable and more efficient.” This experience is paramount for customers who want the latest information in technological advances in the industry and to see the innovative solutions offered by industry leaders. “New products and technologies from over 2,400 exhibitors in all major construction industries including asphalt, aggregates, concrete, earthmoving, lifting, mining, utilities and more will be featured at this year’s show,” she said, and added that the exhibitors are listed on the CONEXPO-CON/AGG webpage. The ability for customers to network at the expo is invaluable, as professionals from across all disciplines showcase at the event. “No other show’s attendees represent more sectors of the construction industry than CONEXPO-CON/AGG,” Mooney said. “There are a number of networking opportunities from events sponsored by your suppliers and education seminars and tech talks where attendees can meet others who are looking to brush up on their skill set or find out about what the future holds for our industry. We’re also planning to host some special networking events for our international guests and young attendees.” In fact, customers can be so overwhelmed with the volume and opportunities during the show that Mooney recommends having a plan in place regarding the seminars and exhibitors that they may want to ensure they visit. She said there is an online planner tool and the ability to register for educational seminars in
advance, and those who register for the CONEXPO-CON/AGG in advance can save both time and money. Right now, registrants can sign up for the Badge-Pack that includes perks like a free Las Vegas Monorail multi-day pass, discounts at various bars and restaurants, and access to various halls and lots during the show. Mooney says there is a mobile app that will continuously sync to the shows’ online planner. “Attendees can stay connected with show updates to maximize their time and stay organized with a personalized schedule of exhibitor and education details plus interactive 3D maps,” she said. Although there is a lot to see and experience, the event is organized so that attendees can easily find their areas of interest. “CONEXPO-CON/AGG exhibits showcase the latest technologies and innovations in equipment, products and services for the construction industries. Product concentration areas make it easy for visitors to locate specific products, services and exhibitors of interest,” Mooney said. “The show also features specialized exhibit pavilions, including a focus on information technology/management, and international exhibit pavilions. Exhibitors will be prepared to take your orders at the show.” Mooney advises attendees not to miss the Tech Experience, a “hidden gem” located in Silver Lot 3. “The new 75,000-square-foot Tech Experience is propelling CONEXPO-CON/ AGG to a new level of thought leadership in our industry. The space is dedicated entirely to presenting new construction innovations and emerging technologies that will drive change and process improve-
ment across the industry,” she said. “The Tech Experience will not only present a vision for the future of our industry, but it will also raise awareness of technologies that enhance safety, productivity, and profitability. Not to mention, you can’t miss the 3D Printed Excavator!” All in all, Mooney says, the expo is “an opportunity for people across the industry to gather in one location to not only see the latest trends, ideas and equipment, but to share ideas that will shape the future of the industry, help enhance our infrastructure and make your business that much more successful.” For more information on CONEXPO/ CON-AGG, visit www.conexpoconagg. com.
October 2016 | Construction Equipment Distribution | www.cedmag.com | 47
How to Maximize Trade Show Results with
By Brian M. Fraley
T
rade show marketing is a double-edged sword for both dealers and manufacturers in the construction equipment industry. It’s usually a costly endeavor with a hard-to-measure return on investment (ROI). The ROI is concrete for any deals made at the trade show or shortly thereafter. The gray area comes into play long after the show, when a customer buys or rents a machine that can’t be traced back to the show. Diligent equipment firms measure the trackable ROI and look at everything else as gravy. Regardless of how you evaluate ROI, the following are overlooked best practices that can improve your results. You will find that the lynchpins holding them together are strategy and planning.
Set the Stage with Pre-Show Outreach
Obtaining a list of attendees and mapping out a strategy to connect with your most important leads before the conference is critical. Not doing so is like networking while blindfolded. It has become standard practice to notify your prospects where you can be found via email, direct mail, or social media, but it’s less common to arrange meetings with key prospects in advance. Make sure to identify a reason for the meeting other
than small talk to set the stage. Perhaps you added a new model to the line-up, or have a new technology to showcase. Without this kind of preparation, you are relying strictly on randomness.
Organize Troops around Common Goals
What is your key objective for the trade show? Is your team in alignment? Your team should have a consistent message that advances you toward a common goal. It’s also a good idea to brief everyone on the expected rules of conduct, including the reinforcement of key sales principles. How many times have you cringed seeing disengaged people in booths with faces illuminated by the glow of a mobile device? Set ground rules that establish engagement and professionalism. A trade show encounter allows you to showcase your brand in living color. This multisensory experience exposes the prospect to your logo, colors, products, and a portion of the team. No sales call can harness that power.
Understand the Conference Layout
If you don’t understand the traffic flow at the conference, exhibiting is a waste of money. Gather intelligence beforehand to make sure you understand who
BRIAN M. FRALEY is the owner and chief strategist for Fraley AEC Solutions LLC, a marketing communications consultancy that builds solutions on a foundation of industry understanding for the construction and design marketplace. He has served this niche market for more than 20 years. Brian also authored the eBook, “Designing an A/E Brand that Drives Selections.” He can be found on LinkedIn, Twitter, Google+, and regularly contributes to the AEC Marketing InSITE Newsletter, The AEC Straight Talker Blog, and various industry publications. 48 | www.cedmag.com | Construction Equipment Distribution | October 2016
attends the sessions and when. Where are the breakout sessions? Is there a popular gathering place? Do the decision-makers stay for one day? These are among the strategic questions to ask. There is a transportation construction conference in Pennsylvania I have attended since 1993. One of realities of that show is that many of the contractor executives show up for a board meeting on the first night, stroll through the exhibit hall, and leave the conference. The window of greatest opportunity is small for exhibitors. Understanding this allows them to bring out the A game during that time frame.
Get Stuck in Traffic
Traffic flow comes into play again in the selection of your booth. It goes without saying that entrances are the most coveted locations. Event organizers do their best to create attractions throughout the hall to drive traffic, but dead zones often remain. Make sure you understand the layout and traffic flow in the exhibit area before locking in a booth. Understand that you won’t always be able to nail down the prime locations. If you’re forced to accept a less desirable home, make sure to have a member of your team working the hall to direct traffic to your booth. This is a strategy you should deploy regardless of your exhibit location, but it’s especially critical when you’re faced with low traffic and visibility. Always Question the Intent No one shows their cards when touring exhibits, but most have a specific intent. Optimistic exhibitors want to believe that everyone comes in looking to make deals, but that isn’t always the case. There are many conferences, for example, where construction executives are prodded by an association to tour the exhibit hall. In most cases they have no specific needs. Some visitors drop in to see people they know. Some may be curious about a brand or company. And yet others may simply enter the hall with an open mind, prepared to meet new business partners. Understanding this is critical to attracting attention within a limited time frame. The goal of your team is to establish the intent quickly to determine the best follow-up approach.
hibit hall at the American Institute of Architects (AIA) national convention in Philadelphia this year. As I entered the hall, I saw hundreds of booths. Most aisles were like streets full of brickfaced rowhouses. It was a sea of monotony. Do you know what stood out? A Tyrannosaurus rex. A building material supplier had placed a roughly four-foot-tall replica of the dinosaur in the booth. When I asked him about the significance, he told me it was meant to be a conversation starter. It worked.
Beyond Short-Term, Short-Sighted Follow-Up
Woody Allen once said “80 percent of success is showing up.” Considering that would leave only 20 percent for follow-up, he obviously wasn’t referring to trade show marketing. Following up is critical. Make sure you have a marketing strategy in place that goes beyond phone calls, emails, and a spot in your database. What valuable content can you offer in the future to deliver value and keep those leads warm? We started by discussing the questionable ROI of trade show marketing. Following these tactics will improve your measurable results at the show and shortly thereafter. Cultivating and converting those leads long after the conference, however, requires a more comprehensive approach to your overall marketing program. That, of course, is an entirely different discussion for a future issue of CED. Note: Special thanks to Equipment Corporation of America, Eagle Power & Equipment, Construction Equipment Guide, Asphalt Care Equipment & Supplies, and Groff Tractor & Equipment, for insight
The Overlooked Benefit of Trade Show Marketing
Many exhibitors walk away from trade shows bitter if they don’t make a deal. The big problem is that too many start off with unrealistic expectations. Dishing out a substantial amount to exhibit often primes exhibitors for disappointment. In most cases, construction equipment firms can accomplish more at a trade show than could be accomplished making sales calls from the home base. The time, travel, and other costs associated with dispersing multiple salespeople across your territory would probably outweigh the cost to exhibit. The trade show brings your target market together in one place, allowing you to display your equipment and your team. Not to mention, you may generate new leads and connect with hard-to-reach prospects. Shock the Crowd with Experimentation An entire article could be written on how to stand out at trade shows. This concept is the Holy Grail in marketing. Sadly, there is no definitive tactic. One thing is true: If you take the same approach at the same show year after year you will get the same results. Experimentation is beneficial when it comes to trade show marketing. Allow me to illustrate with a story. I toured the exOctober 2016 | Construction Equipment Distribution | www.cedmag.com | 49
>> TRADE SHOW NETWORKING
TROY OTTMER
Trade Show Networking: How to Grow Your Business So, are events such as CONEXPO beneficial to your business’s future growth? I would say absolutely yes, they are.
The term “networking” as a single word could not be a clearer, more self-explanatory way to express how businesses or individuals make things happen in any business segment or market. How do we network and move our businesses forward? What venues or methods do we use? The list of ways to do this would be anything but short. For this article, we will focus on trade shows, and in particular the upcoming 2017 CONEXPO in Las Vegas. I’m sure many of you have attended trade shows in the past, and have more than likely attended CONEXPO events. I have personally attended CONEXPO more times that I can count, and each time I have met new people, both customers and vendors. I have also had the chance to experience new products and technologies. Do we find trade shows beneficial? I think most everyone would say yes to this. So what are these benefits? If you are a first-time attendee, then your answers would be different than those of someone who has attended multiple CONEXPO events. For me, my first time was sheer amazement that all the different vendors could get together in one place, in some cases in one large room, and showcase their respective offerings. Now that I have been numerous times, I can honestly say that I still feel pretty much the same way. It is exciting to be part of this event, and if you represent a vendor as a dealer, then to take part in the vendor-related activities can certainly help to firm up your relationship with whomever you represent. Does attending CONEXPO or any tradeshow help with networking and retrieving new business or other related contacts? Again, most would answer with a yes to this. In addition to attending the event to see all the products and service offerings, the primary reason is to meet existing
or new customers, or in some cases, to meet new or current vendors. In either case, having a large group of customers and vendors in one place allows customers, vendors and manufacturers to meet and greet, and to grow their network of contacts and, ultimately, new business prospects. Ultimately, we all ask the same question: are these events beneficial and worth the cost of sending out a team of people? In addition to the travel expense, there may also be some impact on your dealership’s ability to generate sales while your team is on the road traveling. So how do you mitigate this negative aspect? Simple – you find out if any of your customers are attending the event. If so, then you coordinate with them and set up some manufacturer-related networking events. You may even choose to take some key customers with you to the show. In this case you may pick up the tab, either completely or partially. Again, you are setting up a networking strategy with your customers in advance of the event. Please keep in mind that your competition, either at the dealer level or at the manufacturer level, will also be pursuing your customers, so don’t hesitate or delay – plant the networking seed early. So, are events such as CONEXPO beneficial to your business’s future growth? I would say absolutely yes, they are. I would add that you cannot just send random people to these events. You have to send people who truly deserve to go. When I say “deserve,” I don’t mean it in the sense of a right or privilege. I mean you need to send the right mix of leadership, along with the right salespeople who handle key accounts, especially if you are meeting customers at the event. You also need to send people who can attend the event offerings, such as training sessions, and then bring back what they learn and provide mini training sessions in your dealership.
TROY OTTMER is vice president of Fixed Operations at Doggett Heavy Machinery Services LLC in Houston. Ottmer has worked in the equipment and automotive industry for 24 years. He can be reached at troy.ottmer@ doggettmachinery.com. 50 | www.cedmag.com | Construction Equipment Distribution | October 2016
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>> STRATEGIC PLANNING
QUESTIONS To Pinpoint Your Trade Show Strategy
A good trade show strategy will set you above your competition and help you get more qualified leads.
A strategy is much more than just why you are going to a show. It is what you plan to accomplish there and how you are planning to get there. These 25 questions will help you put together a strategic plan and create measurable objectives to track your success.
1. Why are you exhibiting? There are many reasons to exhibit, and answering this simple question will help you create measurable goals. Below are the top eight reasons that people exhibit. Is your top goal to increase brand awareness and improve name recognition? Are you trying to get more qualified leads? Are you interested in strengthening industry relationships? Get face time with current clients? Do you like to stay on top of industry trends? Are you exhibiting because your competitors are? Are you supporting an association? Do you want to see as many buyers as possible at one time? 2. Who is your target audience and will they be in attendance at the show? Even if you know your target audience backward and forward, now is a good time to re-evaluate your market and compare it with industry trends. Narrow down your market segment if you need to, based on the show – does the show target a smaller section of your market? What are their interests? 3. What message do you want to communicate? You have your target audience defined; now ask yourself, what are their issues? What keeps them up at night? How can your product or service help them? 4. What do you want to accomplish at the show? At the end of the show, how will you measure your success? Defining this will help you plan and set steps to being successful before
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the show even starts. Is it getting “x” number of leads? Making sales on the floor? Meeting with “x” number of current clients? What steps do you need to take before the show to reach your goal? 5. Is this a new company, concept, product, or service? Brand awareness and product recognition is the top reason that companies exhibit at trade shows. How does your company, product, or service stand out from competitors? How do you plan to attract the customers to your booth? 6. How does the show integrate with your overall marketing strategies and plan? Face-to-face marketing is a great addition to your marketing strategy. Are you planning to meet with potential customers whom you’ve only spoken with on the phone? Is your goal to make these opportunities concrete leads? Or are you planning to create leads during the show to follow up on throughout the year? 7. What sales volume is expected from this medium? Are you actively selling during the trade show? Are you tracking the number of leads that convert to sales? Did you participate in the event last year? What were your previous results? What are your goals for this year? 8. What is your position in the industry (your perception and that of your clients)? Have you been in the industry for many years? Are you considered an expert? Did your company just open? Have you been in
This booth design by e4 Design was a hit at CONEXPO 2014.
another industry for many years and are new to this industry? 9. What are your current channels of distribution? Do you sell your products or services online? What is your sales process? Do you have a brick-and-mortar store? How does your sales process work? 10. What are the characteristics of your prospects’/clients’ buying behavior? Preferences? Needs? Do you invite clients to a demonstration of your products or services? Do your clients come to your location? How long is your sales process? Do they typically make the decision before speaking with you, or do you help match them with a product or service? 11. What is the market potential relative to the audience? Are there many competitors? How large is your audience? What makes your product or service stand out? 12. Describe your products/services in terms of applications, benefits, and relative price. How does your price point compare to
that of your competitors? Do you offer more benefits with your product or service? Can you incorporate these into your booth? How can these be used to your advantage in your booth? Can you have a live product demonstration? 13. What are your competitive advantages? How can they be communicated? You know why your products and services are better than your competitors’, but how can you relay that through your booth? Yes, you could bullet point: ▶ Faster ▶ Stronger ▶ Better But will wording alone bring more customers to you? The answer is no, probably not. See if you can incorporate your advantages into your graphics, pre-show communication and advertisements, and booth activities. Doing more will help you and your product stand out. 14. What are your weaknesses? How can you minimize them? Identify your strengths and weaknesses. You will naturally play up your strengths, but identifying your weaknesses will help
you reach your trade show goals faster. Does your staff need to be better trained on all aspects of your product? Do you need to beef up your social media marketing? Identify these before your show and begin strategizing ways to improve them. 15. What is most memorable about your product? How can you communicate it? Have you had a large number of repeat customers? Why do those customers keep coming back? Get testimonials from current customers and shout them out to potential customers. 16. Who are your competitors? What are their strengths and weaknesses? How will they communicate their strengths? Are a lot of your competitors going to the same trade show? What have they done in the past at the show to draw people to their booth? Use this knowledge to your advantage. How can you take your exhibit one step further? 17. Why should a prospect consider purchasing your product?
October 2016 | Construction Equipment Distribution | www.cedmag.com | 53
Does this product offer new technology? Is it more cost-effective for your customer? Does it come with great customer service? Can you get it to your customer faster than your competitor? 18. What key words communicate the most about your company, its products and services? Can they be communicated through graphics? The best way to communicate your brand is through graphics. People at trade shows don’t want to stop and read through a long list of how you can help. Graphics provide a feeling and a message about your product that your customers will grasp quickly. 19. What can you use to gain attention to your exhibit? Why do attendees visit you? Can you schedule appointments with current customers or potential customers? Are you going to offer a product demonstration? Will you hand out something that stands out to others on the show floor? 20. How will visitors interact with your staff? Will you have a counter with a receptionist? Do you want anyone to be able to
walk into your booth or do you want to keep it more private? 21. What do attendees normally want to do when they visit your exhibit? Do they want to pick up your product and see what it offers? Do they want to discuss your services further with booth staff ? Would they like to walk away having made a deal? 22. Can a meaningful demonstration be integrated into your exhibit? Demonstrations show off your product strengths quickly and easily. Can you show your product or service to multiple clients in one day? How can this demonstration wow your customer? 23. How will you measure the results of the event? Let’s go back to question 1, why you exhibited. This should help reveal the best way to measure your event’s success. Brand awareness can be measured in a few different ways, but it is not always with concrete measurable numbers. You can send out a survey, look at website traffic, look at search volume data, or use social listening. This is great information to have, but how do you measure how it affects your ROI?
If you do measure brand awareness, you may also be interested in measuring the number of appointments completed or leads generated. Measuring revenue based on leads from the show can be tricky depending on your sales cycle. For example, you may meet someone at the show but not close with them until seven months later. 24. What role will management play in the execution of your show plan? If management is going to play a large role in the trade show planning process, it is smart to include them in your plans from the beginning. Do they only have a few concerns that they would like to address? Meet with them first to get everything laid out on paper before moving forward with your plans. This will prevent a lot of headaches. 25. Who is responsible for the planning, coordinating and execution of the entire event to assure its success? Are you working with a team of people? Do all of these people play a deciding role in the trade show? Is everyone working from the same location? How will communication work best?
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visit www.fairviewinsurance.com 54 | www.cedmag.com | Construction Equipment Distribution | October 2016
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Excavator Authority KOBELCO Is Driven by Passion
Built like no other, KOBELCO machinery boasts a long history of building the highest quality and most innovative hydraulic excavators on the market. By Dayna Maeder For more than 80 years, KOBELCO Construction Machinery USA has been a pioneer of technology and innovation when it comes to excavators. Known in the heavy equipment industry as the “excavator authority,” the company is driven by passion to create the highest quality added value products and technologies like no one else in the industry. Dan Collins, National Sales Manager for KOBELCO, says his company’s enthusiasm for continuous improvement and excellence of its hydraulic excavators has driven its culture for generations. Spurred on by passion for this industry and his company’s cutting edge products, Collins, 45, says KOBELCO is proud of its success in North America and its recent opening of a new plant in South Carolina. “Supported and built in America is important to us,” he said of this new location. “Having one of the most innovative production plants in the market – along with a strong support team at our Texas headquarters – we know we are poised for long-term growth and success.” Collins holds a bachelor’s in business and is armed with more than 30 years in the CE business, working at both dealer and OEM levels. His experience lends itself to offering sound advice to other industry leaders. “The market is ever-changing, and competition nurtures innovation,” Collins said. “Continue to change and innovate.” His driving force to get involved in the industry more than three decades ago stemmed from his desire to see those changes and innovative solutions flourish. “Construction equipment is at the heart of amazing infrastructure and architecture,” he said. “Ingenuity and inspiration alone cannot create the great cities, dams and roadways we see, without the equipment to build them.” This passion is evident in KOBELCO’s history of producing quality equipment for the better part of a century. Ever since the first KOBELCO mechanical shovel in 1930 and the production of Japan’s first hydraulic excavator in 1963, KOBELCO has continued to pioneer products that reflect a sense of pride. “This spirit of innovation is seen in the proactive stance KOBELCO takes with re-
spect to the development of new technology,” Collins said. “In addition to developing the products needed in today’s marketplace, we actively design and engineer tomorrow’s products.” KOBELCO is also a member of Associated Equipment Distributors (AED), and Collins says AED is an important resource not just for all equipment dealers but also for the OEMs. Without a strong dealer network, he said, OEMs could not meet the demands from the market. Keeping with the spirit of innovation, Collins says KOBELCO has new ideas on the horizon. “KOBELCO Construction Machinery USA is dedicated to the North American market like never before. New products, technologies and customer support programs that create added value for our dealers and customers long term is our focus,” Collins said. “We will continue to be the Excavator Authority that our customers have come to know.” According to its website, KOBELCO Construction Machinery USA offers industry-leading crawler excavators in the 3,000 lb. to 245,000 lb. classes including zero tail swing, compact, standard, long-reach, mass excavation, and demolition models. Well-known as the excavator authority,
56 | www.cedmag.com | Construction Equipment Distribution | October 2016
KOBELCO says it is committed to producing quality machines with advanced productivity-boosting features and innovative technologies. With premier capabilities such as no time limit power boost and exclusive independent travel, KOBELCO says its machines ensure superior performance and efficiency for the toughest worksite challenges. To learn more about KOBELCO Construction Machinery USA, visit www. kobelco-usa.com or call 281-888-8430.
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>> VIEW FROM THE HILL
REP. RICHARD HANNA (R-N.Y.)
Let’s Make the Highway Trust Fund the Next Big Thing We Do Agreeing on a sustainable funding mechanism to replace the fuel tax is the only permanent solution, and we need to have that conversation now.
In January, I will retire from the House of Representatives, and unless we get to work over the next several months, many of our problems will remain unsolved. At the top of my list for Congress’ self-imposed crises: the inability to properly fund our critical Highway Trust Fund. I have been a contractor and builder for more than 35 years. I’ve managed hundreds of employees on thousands of job sites in all facets of commercial construction. Proudly, I am a card-carrying member of the Operating Engineers Local 545. In the construction industry, you get up before the sun rises. You eat lunch while the rest of the town is just heading to work. The hours are long, the job is hard, but at the end of the day you see what you built and feel good about it. Our highways and bridges are crumbling before our eyes and the repairs can’t come fast enough. How do we primarily pay for such repairs? At the gas pump. Each time you fill your tank, 18.4 cents per gallon flows into the Highway Trust Fund. The last time the national gas tax was raised, Bill Clinton was president, Beanie Babies were launched and moviegoers were paying $4.14 a ticket to go see “Mrs. Doubtfire.” It was 1993. Children born that year have now graduated from college and we can’t find a way to replace or improve the primary funding mechanism for our Highway Trust Fund. After 36 short-term extensions, we finally have a long-term bill in the FAST Act. Unfortunately, it is woefully underfunded and unless we act, the Highway Trust Fund will once again become insolvent by the time the FAST Act expires. We narrowly avoided the last cliff, and the economic calamity that would have ensued, by once again cobbling together unrelated pay-fors and accounting gimmicks. We’re setting ourselves up for new problems down the road. Unfortunately, we remain on course for the same crisis once again within the next five years. Congress must deal with it before we get there. Although governing from crisis to crisis remains Congress’ favored course of action, we have demonstrated some ability to achieve big things,
in between partisan sniping and seemingly regular bouts of self-induced chaos. Let’s fix the Highway Trust Fund next. We all know the problem: Less fuel is being purchased as cars and trucks have become more fuel efficient and vehicle miles traveled have leveled off. The purchasing power of the fuel tax has plummeted. Agreeing on a sustainable funding mechanism to replace the fuel tax is the only permanent solution, and we need to have that conversation now. It is too easy to say “no, that idea won’t work” because it will upset a certain industry or because it may burden my constituents more than yours. I am confident that with an open mind and meaningful discussions, these issues can be worked through and consensus can be achieved. That is why I will continue to support any serious idea that is brought forward, such as indexing the gas tax or taxing foreign earnings. I recently stood alone among my Republican colleagues in opposing a resolution condemning President Obama’s proposed per-barrel tax on oil, because he proposed it in good faith as a long-term and sustainable funding mechanism for the Highway Trust Fund. Though this is not the solution I would favor, given the disproportionate impact of energy costs on upstate New Yorkers, I could not in good conscience summarily dismiss any proposal when Congress has failed to propose its own. As a Member of Congress who never signed a single pledge – including the “no new tax” pledge – I think we need to understand the difference between waste and investment. Infrastructure is a critical investment. It not only provides solid middle class jobs, but it boosts our economy, grows our nation and secures our future. It makes us more competitive. The need to move quickly is self-evident. Just as with the doc fix or tax extenders, the longer we wait to deal with the problem, the more intractable it becomes. Underinvesting in our infrastructure costs our economy, disadvantages our domestic businesses in the global markets, and makes every necessary rebuild and upgrade more expense by the day. Let’s make the Highway Trust Fund the next big thing we do.
REP. RICHARD HANNA is in his third term representing New York’s 22nd congressional district. He serves on the House Transportation and Infrastructure Committee, the House Small Business Committee, and the Joint Economic Committee. Earlier in the year, Hanna announced that he wouldn’t seek reelection to Congress. 58 | www.cedmag.com | Construction Equipment Distribution | October 2016
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Fleet Management:
Repair, Rebuild or Replace? By Rex Collins hether you are managing your own rental fleet or assisting your customers in managing theirs, this is a difficult issue for some to fully grasp. Perhaps fleet managers’ most difficult decisions center on aging units. Deciding when to replace or whether to repair or rebuild, with internal staff or outsourced, is an art as well as a science, and a dealership’s profitability as well as the fleet manager’s job often ride on the success of the fleet replacement program. Established policies for replacing worn units in a timely manner and for staffing technicians or outsourcing repairs can positively impact gross profits when done right. But a poorly planned program, or no program at all, will negatively impact profits and place demands on cash that the dealer had designated for other purposes. Fleet replacement decisions are not cut-and-dried. No one answer or formula suits all dealers or situations. The nuances are many, such as the availability of financing for rebuilding or repair to extend the unit’s life, tax deductions for repair expenses, and the bottom line value of depreciated versus new equipment. Still, a well-thought-out and well-executed replacement program is critical to successful fleet management. Maintaining an aging fleet is difficult. You can do everything right and still fail because of things out of your control. Consider two situations we recently encountered: Fleet #1: The fleet manager ☑ Created a flow chart for active fleet replacement management ☑ Identified choke points ☑ Used his dealer management system and data from fleet sources to plan replacement times ☑ Documented his policies and procedures ☑ Employed certified technicians and had them trained on the equipment ☑ Developed a well-thought-out business plan for his department ☑ Implemented a smart parts management program. But for a fleet of a thousand units ...he had funding to replace only 50 units annually
W
Deciding when to replace or whether to repair or rebuild is an art as well as a science, and a dealership’s profitability as well as the fleet manager’s job often ride on the success of the fleet replacement program.
60 | www.cedmag.com | Construction Equipment Distribution | October 2016
...which left him with an average unit age of nine years ...which required upwards of 20 technicians to maintain ...which resulted in recurring maintenance issues and downtime ...which led to unhappy customers and low morale in the department. ...Ultimately the manager was terminated. Fleet #2: The fleet manager ☐ Did not develop a replacement plan ☐ Didn’t use available data to project replacement rates ☐ Was habitually out of replacement parts when they were needed ☐ Managed by the “seat of his pants” with no processes or planning. But with 1,100 units in the fleet ...he had funding to replace 200 units per year with the fleet having an average age of only three years, he needed fewer than ten technicians and no outsourcing. Because all units were always relatively new, department morale was high and executive management was happy, even though corporate cash was not being used wisely and profitability was not being maximized. The manager of fleet #1 had an excellent plan rooted in best practices. Yet he was unsuccessful because the dealership’s owners wanted to put off the costs of replacing units for as long as possible.
Establishing a cost-effective fleet replacement program
There are several issues common to dealerships that challenge the development of an effective fleet replacement program: 1. Competition for available dollars – so many programs and issues making demands on dealership expense budgets 2. A lack of understanding of the importance of the fleet to the success of the business 3. A lack of understanding of the life cycle costs associated with the fleet 4. A general lack of centralized planning 5. A lack of fiscal discipline or unexpected costs that cause dealers to delay replacements and draw on replace-
ment budgets for other expenses There are shared fundamentals to an effective fleet replacement program: ▶ Take a comprehensive management approach, which is more than counting hours, miles and years of use. A multi-faceted program includes the following: ▶ Written policies and procedures that guide the fleet manager and management staff through each major phase in the life cycle of each unit. That begins with assessing the need for the equipment and includes procedures for determining whether to replace with the same equipment or newer technology, then provides guidance on how to make an end-of-life decision for the unit. ▶ A maintenance program – a well-executed preventive maintenance program is essential for an economically feasible and reliable fleet. ▶ A decision model, that is, a formula of sorts for determining whether to repair, rebuild or replace. ▶ Life cycle costing considerations, a cost analysis that includes quantifying all costs including the cost of downtime ▶ An established funding mechanism and budget for replacement and repair ▶ Financial analysis of actual experience and forecasting based on experience Dealers often have set replacement time frames for different types of fleet units. But the best programs do more than follow a pre-set schedule. Several considerations need to be made when determining that a unit needs to be replaced: ▶ Has the equipment been fully utilized? ▶ If not, why are we replacing it? ▶ If it does need to be replaced, should we replace it with equipment of the same specifications or is there new technology that justifies an upgrade? ▶ Would a different unit be better suited for this particular application? ▶ Are there secondary uses for the equipment? Addressing these issues early in the replacement process can avoid your having inappropriate, unproductive equipment in your fleet. And these questions can be answered with utilization data such as expected hours and fuel consumption and the expected percentage of time in use. Much of the data you will need are readily available through various sources, including the equipment manufacturers and your DMS. Fleet management systems maintain information on maintenance and collect data on fuel; some systems can provide information on usage. Fleet systems also help managers
establish standards for unit performance. They are particularly beneficial to fleet managers who do their servicing in-house. They also ensure a parts inventory that reflects the diversity of their fleets in terms of makes, models and types of equipment. Of course, a well planned and executed maintenance program is essential to an economically operated and reliable fleet. An effective program reduces the overall cost of maintenance and repairs. Keeping your equipment performing well throughout its service life increases its residual salvage value, and by decreasing downtime increases productivity and improves the credibility of the company with customers – and that of the fleet department with the rest of your organization.
Replacement cost analysis
Most fleets use various criteria to determine the appropriate retirement and replacement of their fleet units. Age, miles, condition, reliability – all are factors that are traditionally considered. You might also compare current and historical repair records or the original cost of the unit to the replacement cost, less sales value of the retiring unit, to determine an acceptable threshold – that is, when does repairing become more costly than replacing. Other factors include funding and financing limitations. Fleet managers do well to include the equipment users in their decision-making process, as the operators know the equipment and can advise on whether repair or replacement is needed or suggest other uses for the unit. There are many factors to consider in determining the life cycle cost of a unit, including the purchase price, operating and maintenance costs, fuel and insurance, and the disposition cost net of any residual value. Other factors include operator satisfaction, hours on the job and downtime costs. As the equipment ages, certain costs increase, in particular maintenance and downtime, while others, like depreciation, decrease. Quantifying these factors is known as economic life cycle analysis, which involves the following: ▶ Developing guidelines by unit class to determine replacement criteria ▶ Assessing individual units after they’ve been in service to estimate how long they will continue in service, that is, longer or shorter than their projected retirement dates ▶ Evaluating the economics of rebuilding programs for larger equipment, that is, does it make more economic sense to replace or rebuild? Major items often not considered by fleet managers are the cost of downtime and the
cost of obsolescence. Downtime and obsolescence costs can be difficult to determine but are essential to effective replacement cost analysis. Downtime cost is allocated to a unit based on the combined cost of lost people time plus the cost of getting another unit to the job site. Quantifying obsolescence requires more judgment. As units age, they become less reliable, safety becomes an issue and maintenance costs can vary widely, which can impact not only repair estimates but technician staffing requirements. The charts on the following page demonstrate a graphical approach to estimating a unit lifecycle: The low point on the green line of exhibit #1 indicates the lowest point in terms of maintenance cost. Depending on the type of equipment being maintained, the bottom of the green line can be flatter, indicating relatively low maintenance costs for a longer period of time. That future losses can be estimated based on historical experience is a common but often flawed assumption. Sometimes maintenance costs on older units are not accurate predictors for replacement, because the units can be reassigned to less intensive roles which forestall the need for major repairs. This exhibit provides a graphic look at how, as unit performance decreases and maintenance costs increase, at a point in time it is more fiscally responsible to replace the unit. In theory this intersection of the black and the red lines indicates the optimal time to replace the unit. However, often other factors come into play; one of these factors is funding.
Funding a replacement program
Every replacement program must include funding policies. The program needs to be developed with an understanding of the dealership’s funding mechanism, its financing and accounting. Good cash flow planning includes an established fund for fleet replacement costs (sometimes referred to as a “sinking fund”). Dealers that lease equipment have a built-in replacement and funding mechanism based on lease due dates, which makes the job of planning cash flow for replacements easier. But leasing might not always be fiscally responsible, a primary and determining factor being the cost of borrowing. While the dealer’s finance department will have final say, the fleet manager should be an informed advisor, familiar with finance vocabulary and understanding basic financing concepts. In companies without a funding plan, fleet managers will be competing for capital funds from internal cash, external credit or additional investments by owners, and must understand
October 2016 | Construction Equipment Distribution | www.cedmag.com | 61
the different factors associated with each. Without a replacement funding plan, fleet managers often find themselves habitually struggling with inconsistent and insufficient funding for replacements, with capital so scarce there is little choice but to maintain worn units. A fleet manager anticipating inadequate funding should budget additional funds for repairs and outsourcing for that time period, or for renting temporary replacement units from a third party. Most companies have arrangements with their banks to finance new equipment, but financing repair and rebuilding costs is more challenging. The fleet manager should be involved in those negotiations, since the manager knows the equipment and what to expect in terms of maintenance costs. To accurately forecast financing needs, management will need a variety of data on the fleet inventory: a full accounting of the number, location and condition of units, including such detail as the tag; serial number; make and model; class; acquisition cost; model year and age; usage to date; and maintenance, repair and downtime costs. From such data, management and their consultants can forecast funding requirements over a time horizon of five, seven, even ten years. Included in the evaluation is a sensitivity analysis, which allows for the assessment of changes to initial assumptions that will impact funding needs. Forecasts include consideration of expected service life; future replacement
cost; future operating, maintenance and downtime costs; expected salvage value; backlog of replacement needs; and total replacement costs. From these data, a discounted cash flow projection can be made to compare costs and benefits of alternative replacement funding and sources of funds. The process also serves to identify any backlog of underfunded units and other replacement issues that need to be addressed.
The Use of a Scoring System
We have found that a scoring system is vital in determining replacement priorities, especially for those managers dealing with funding limitations and constrained financing. Here’s an example of one that has been used effectively: ▶ Assign one point per a predetermined number of miles or hours of use. ▶ Assign one point for each year you have owned the unit. ▶ Assign points based on how often the equipment is in the shop for service. For example, one point for once a quarter, more for chronic shop needs, say, five points for two or more times a month, seven points for three times, and so on. ▶ Assign points relative to the type of service the equipment requires, from service that is easy on the equipment to more points for very demanding uses. ▶ Assign points for physical condition, such as one point if the equipment is in excellent shape, five points if its condition will require
substantial reconditioning costs. ▶ Assign points for anticipated repair and maintenance costs. Five points would be assigned if these costs are equal to or greater than original cost of the unit, while one point would be awarded if the lifetime costs equate to less than 25 percent of the original cost. ▶ It is important to note that you must develop your own factors and scoring criteria based upon the type and use of the specific fleet. ▶ Once all of this is done, set up your grid with point thresholds. For example: a unit with less than 20 points doesn’t need replacement; between 21-26 points, the unit is still in good condition so it doesn’t need replacing, just monitoring; 27 to 32 points, this unit qualifies for replacement; 33 or more points, this unit needs immediate replacement. We have found that this type of scoring system is an invaluable way to develop logical, defensible replacement criteria that will help you project and budget long-term funding requirements, ultimately setting up the fleet operations for maximum reliability and profitability. Successful fleet managers develop defensible procedures, don’t replace under-utilized equipment, buy the right equipment the first time, understand alternative financing, and maximize resale and fleet salvage values. These are the “best practices” that make for successful fleet management.
REX COLLINS is a principal at HBK CPAs and Consultants. He directs HBK’s National Dealership Industry Group, which provides tax, accounting, transaction and operational consulting exclusively to dealers. Rex can be reached at 317-504-7900 or at rcollins@hbkcpa.com. 62 | www.cedmag.com | Construction Equipment Distribution | October 2016
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Number of Participating Rental Companies: 418 Number of Equipment Subtypes Covered: 267 Total number of rates collected: 79,634
Second Quarter in Review: Rental Rates on the Rise The 2nd Quarter of 2016 saw an overall increase in rates in heavy equipment rental markets. Q2 retail rental rates increased in nine of the top ten subtypes as compared to Q1. Over the last quarter, I.C. Pneumatic Tire Lift Trucks had the largest jump among the ten subtypes (displayed below), and Compact Track Loaders were the only one with a decrease. Q2 also showed evidence of a trend towards shorter rental terms, as daily rates experienced significant increases from the previous quarter, while monthly rates saw the largest decrease.
Monthly
Average Rental Rate
Standard Crawler Dozers Crawler Mounted Hydraulic Excavators 4-Wd Articulated Wheel Loaders Single Drum Vibratory Compactors Telescoping Boom Rough Terrain Lift Trucks (Telehandlers) Compact Track Loaders Crawler Mounted Compact Excavators I.C. Pneumatic Tire Lift Trucks Skid Steer Loaders Electric Self Propelled Scissor Lifts
8.64%
$3,498
$7,896
4.16%
$6,666 $4,167
Daily
Average Change from Previous Quarter
Average Rental Rate
11.73%
$1,202
$2,751
6.81%
$905
10.14%
6.95% -0.60%
$2,280 $1,479
6.84% 1.71%
$733 $474
6.90% 7.37%
$3,229
2.39%
$1,222
0.42%
$408
3.45%
$2,506
-6.69%
$945
-1.24%
$301
6.90%
$2,291
-4.24%
$857
0.56%
$271
8.40%
$2,133 $2,023 $906
12.73% -1.68% 2.92%
$809 $745 $405
14.49% 1.37% 5.10%
$280 $231 $161
23.17% 8.91% 13.45%
Average Rental Rate
Equipment Type
Weekly
Average Change from Previous Quarter
$9,901
Average Change from Previous Quarter
20.61%
Quarterly change in rates for the top ten subtypes by volume. These retail rental rates are an overall average by subtype and are derived from average rates advertised by distributors throughout the United States and Canada. All rates included were either publically advertised online or obtained through exclusive rental house partnerships.
Marketplace Analysis: Average Weekly Rate Trends The average weekly rental rate for the top five small to medium sized equipment subtypes over the past four quarters is graphed below. Four of the five subtypes EquipmentWatch Rental Update | 2016-Q2 in Review | Quarterly Rental Rate Intelligence www.EquipmentWatch.com remained relatively flat, while I.C. Pneumatic Tire Lift Trucks had another large increase, following the trend from last quarter. This large increase from Q3 of 2015 to Q2 of 2016 could show that this subtype is in the highest demand of the ten subtypes. After a large decrease from Q4 to Q1, both Skid Steer Loaders and Electric Self Propelled Scissor Lifts showed small signs of recovery from Q1 to Q2.
Average Weekly Rate by Quarter, Small to Medium Equipment $1,000
$957
$938
$919 $900
$852
$855
$876
$857
$838
$800
$809
$804
$735
$700 $600
$945
$745
$707 $626 $595
$500
$449
$416
$385
$400
$405
$300
Average Weekly Rate - Q3
Average Weekly Rate - Q4
Average Weekly Rate - Q1
Crawler Mounted Compact Excavators
Skid Steer Loaders
Electric Self Propelled Scissor Lifts
I.C. Pneumatic Tire Lift Trucks
64 | www.cedmag.com | Construction Equipment Distribution | October 2016
Average Weekly Rate - Q2 Compact Track Loaders
The largest three subtypes among medium to large equipment all saw healthy increases from Q1 to Q2. Standard Crawler Dozers have had the largest increase over the past three quarters ($2,951 to $3,498), rising almost 19% since Q4 of 2015. Crawler Mounted Hydraulic Excavators and 4-Wd Articulated Wheel Loaders also saw steady increases over the past quarter, while Single Drum Vibratory Compactors and Telescoping Boom Rough Terrain Lift Trucks remained relatively flat over the past quarter. Looking across all equipment types included in this analysis, the data suggests that larger equipment is in the highest demand.
Average Weekly Rate by Quarter, Medium to Large Equipment $4,000
$3,500
$3,498 $3,131 $2,951
$2,899
$3,000
$2,464
$2,500
$2,751
$2,576
$2,212 $2,165
$2,000
$2,134
$1,408
$1,500
$1,248
$1,000
$2,280
$2,288
$1,503
$1,454
$1,304
$1,217
$1,479 $1,222
$500
Average Weekly Rate - Q3
Average Weekly Rate - Q4
Crawler Mounted Hydraulic Excavators Single Drum Vibratory Compactors Standard Crawler Dozers
Average Weekly Rate - Q1
Average Weekly Rate - Q2
4-Wd Articulated Wheel Loaders Telescoping Boom Rough Terrain Lift Trucks
Marketplace Analysis: Regional Variance The map below shows the regional variance in weekly rental rates by region for the top ten subtypes, based on the overall average for the U.S. and Canada. The variance percentage represents the regional deviation frominthe average for a select group of equipment In the instances where there may be EquipmentWatch Rental Update | 2016-Q2 Review | Quarterly Rental Rate Intelligencecategories. www.EquipmentWatch.com insufficient data for a region within an equipment category the modifier shown is based on a comparison of all equipment categories. Region L has the highest average weekly rental rates of any region, and Region N has the lowest average weekly rental rates. Region States/Provinces in Region
Variance
N
New Brunswick, Newfoundland & Labrador, Nova Scotia, Ontario, Prince Edward Island, Quebec
-15.38%
E
Iowa, Kansas, Missouri, Nebraska
-10.69%
F
Arkansas, Louisiana, Oklahoma, Texas
-7.86%
C
Alabama, Florida, Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee
-6.16%
M
Alberta, British Columbia, Manitoba, Saskatchewan
-5.49%
A
Connecticut, Massachusetts, Maine, New Hampshire, New Jersey, New York, Rhode Island, Vermont
-3.65%
D
Illinois, Indiana, Michigan, Ohio, Wisconsin
-3.23%
J
Hawaii
-3.06%
H
Idaho, Minnesota, Montana, North Dakota, South Dakota, Wyoming
-0.33%
G
Arizona, Colorado, New Mexico, Utah
0.53%
B
Delaware, Maryland, Pennsylvania, Virginia, West Virginia
1.57%
I
California, Nevada, Oregon, Washington
4.30%
K L
Alaska Northwest Territories, Nunavut, Yukon
8.56% 10.34%
These regional rate modifiers represent the regional deviation from the average for a select group of equipment categories. In the instances where there may be insufficient data for a region within an equipment category the modifier shown is based on a comparison of all equipment categories. Canadian data was collected and converted into U.S. dollars using the current exchange rate of 0.76. October 2016 | Construction Equipment Distribution | www.cedmag.com | 65
EquipmentWatch Rental Update | 2016-Q2 in Review | Quarterly Rental Rate Intelligence
www.EquipmentWatch.com
Marketplace Analysis: Percent Change in Regional Variance from Q1 to Q2 The map below shows the percent change in weekly rental rates for the top ten subtypes from Q4 to Q1, based on the overall average for the U.S. and Canada. Every region saw an increase in the average weekly rate from Q1 to Q2. Region J had the smallest increase of any region (2.05%), while Region K had the greatest increase (40.22%). We can credit the large increase in rates in Alaska to the large decreases in oil prices and production and ongoing deficit for the 2016 fiscal year. Expect this trend to continue as oil prices for Alaska are forecasted to drop even lower during the coming years. Region States/Provinces in Region
Q1 Average $1,360
Q2 Average $1,388
Change
J
Hawaii
L
Northwest Territories, Nunavut, Yukon
$1,118
$1,156
3.38%
A
Connecticut, Massachusetts, Maine, New Hampshire, New Jersey, New York, Rhode Island, Vermont
$1,216
$1,269
4.34%
$1,198
$1,283
7.08%
$1,126
$1,244
10.48%
$991
$1,118
12.81%
$1,282
$1,466
14.34%
$1,165
$1,350
15.87%
$1,191
$1,393
17.01%
C E N M D H
Alabama, Florida, Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee Iowa, Kansas, Missouri, Nebraska New Brunswick, Newfoundland & Labrador, Nova Scotia, Ontario, Prince Edward Island, Quebec Alberta, British Columbia, Manitoba, Saskatchewan Illinois, Indiana, Michigan, Ohio, Wisconsin Idaho, Minnesota, Montana, North Dakota, South Dakota, Wyoming
2.05%
G
Arizona, Colorado, New Mexico, Utah
$972
$1,165
19.87%
B
Delaware, Maryland, Pennsylvania, Virginia, West Virginia
$959
$1,167
21.63%
F
Arkansas, Louisiana, Oklahoma, Texas $1,143 $1,393 21.88% California, Nevada, Oregon, $1,292 $1,592 23.20% I Washington Second Alaska Quarter Conclusions & 2016 Second-Half Outlook $970 $1,360 40.22% K Based on the recent trends from this past quarter, we can likely conclude that after declining rates from Q1, rates increased as the construction market activity picked up in Q2.Conclusions This seems to be a seasonal trend with rates picking up in Q2 as the weather becomes warmer. However, there are also many other factors Second Quarter 2016 Second-Half EquipmentWatch Rental & Update | 2016-Q2 in ReviewOutlook | Quarterly Rental Rate Intelligence www.EquipmentWatch.com that one should take into account when looking at the average national rental rates, such as competition, fuel, labor rates, and the local market of each Based on the recent trends from this past quarter, we can likely conclude that after declining rates from Q1, rates increased as the construction market metropolitan area. activity picked up in Q2. This seems to be a seasonal trend with rates picking up in Q2 as the weather becomes warmer. However, there are also many other factors termstake of aninto outlook for 2016, should expect the monthly, and daily rates remain Q3 and startmarket to decline in Q4. Several that oneInshould account when we looking at the average national weekly, rental rates, such rental as competition, fuel,steady labor in rates, andthen the local of each major trends in equipment markets may be playing into this recent increase in rates. Many rental houses posted large increases in revenues over the past quarter; metropolitan area. this is likely due to the increase in construction activity across the country, with spring and summer being the busy seasons. Rental houses can anticipate a lot In terms of an outlook for 2016, we should expect the monthly, weekly, and daily rental rates remain steady in Q3 and then start to decline in Q4. Several higher demand in these months and raise their rates to prepare for the upswing in rentals. We also saw a trend of daily and weekly rates increasing at higher rates major trends in equipment markets may be playing into this recent increase in rates. Many rental houses posted large increases in revenues over the past quarter; than monthly rates, which could represent a trend of customers moving to shorter rental terms. this is likely due to the increase in construction activity across the country, with spring and summer being the busy seasons. Rental houses can anticipate a lot We can in also credit the uptick in rental increase technology in the and United Rentalsathave made higher demand these months and raise theirrates ratestotothe prepare for in theadvancing upswing in rentals. We alsorental saw amarket. trend ofRecently, daily andHertz weekly rates increasing higher rates drastic changes to their rental platforms. The equipment rental side of Hertz has completely split from the car rental side and rebranded themselves as Herc Rentals than monthly rates, which could represent a trend of customers moving to shorter rental terms. in order to be able to concentrate all their efforts solely on equipment rental. They also made a change to their online platform. United Rentals has completely We can also credit the uptick in rental rates to the increase in advancing technology in the rental market. Recently, Hertz and United Rentals have made revamped their online platform, launching an automated equipment ordering system to try to compete with the added pressure from the other large rental houses drastic changes to their rental platforms. The equipment rental side of Hertz has completely split from the car rental side and rebranded themselves as Herc Rentals and growing peer-to-peer networks. Both these changes to the first and third largest rental houses should help their business greatly. Also, with the addition of in order to be able to concentrate all their efforts solely on equipment rental. They also made a change to their online platform. United Rentals has completely rental house integration with companies such as Texada and Point of Rental, rental houses are able to spend more time tending to the customers and allow them to revamped their online platform, launching an automated equipment ordering system to try to compete with the added pressure from the other large rental houses more accurately determine which rate is the best for each specific type of product. There have been numerous other technological advances to find strongholds in and growing peer-to-peer networks. Both these changes to the first and third largest rental houses should help their business greatly. Also, with the addition of the equipment rental market, such as software that captures the live utilization of machines on rent, logistical software that allows users to maximize the efficiency rental house integration with companies such as Texada and Point of Rental, rental houses are able to spend more time tending to the customers and allow them to of deliveries and pickups by using mobile devices to handle signatures, inspection photos, and payments, and software that allows you to keep track of how their more accurately determine which rate is the best for each specific type of product. There have been numerous other technological advances to find strongholds in fleet is doing by reporting return on investment, costs of maintenance plans, and scheduled servicing.1 the equipment rental market, such as software that captures the live utilization of machines on rent, logistical software that allows users to maximize the efficiency In terms the overall economic advancing technology and online places, most scholars believe these reduce of deliveries and of pickups by using mobile impact devicesoftothe handle signatures, inspection photos,market and payments, andacademic software that allows you to keepmediums track of how their 1 and reducing product prices.2 The level of price buyers’ searchbyand selection costson and increase price thereby market efficiency fleet is doing reporting return investment, coststransparency, of maintenance plans,increasing and scheduled servicing. transparency that is becoming the norm in the equipment rental market could also have adverse effects as rental houses gain the ability to quickly check the price In terms of the overall economic impact of the advancing technology and online market places, most academic scholars believe these mediums reduce of a competitor and undercut them, resulting in rates dropping across every market. This leads to the question of how a rental house 2can distinguish itself from buyers’ search and selection costs and increase price transparency, thereby increasing market efficiency and reducing product prices. The level of price competitors. Is it the brand(s) that it carries or a high level of customer service, or perks such as free delivery and/or included fuel costs, or any number of others? transparency that is becoming the norm in the equipment rental market could also have adverse effects as rental houses gain the ability to quickly check the price Time will tell which of these interesting innovations eventually settle as the predominant means of establishing value among consumers with ever-increasing of a competitor and undercut them, resulting in rates dropping across every market. This leads to the question of how a rental house can distinguish itself from bargaining power. competitors. Is it the brand(s) that it carries or a high level of customer service, or perks such as free delivery and/or included fuel costs, or any number of others? Time will tell which of these interesting innovations eventually settle as the predominant means of establishing value among consumers with ever-increasing bargaining power. 1 2
Rental Equipment Register, 8/3/2016. “Interview with Graham Dobbs: Technology Drives Customer Service”. For example, see Bakos 1998, Brynjolfsson et al 1994, Gurbaxani and Whang 1991, or Malone et al. 1987.
1 EquipmentWatch Rental Update | 2016-Q2 in Review | Quarterly Rate Intelligence 66 | www.cedmag.com |Register, Construction Equipment Distribution | October 2016 Rental Equipment 8/3/2016. “Interview with Graham Dobbs: Technology DrivesRental Customer Service”. 2
For example, see Bakos 1998, Brynjolfsson et al 1994, Gurbaxani and Whang 1991, or Malone et al. 1987.
www.EquipmentWatch.com
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68 | www.cedmag.com | Construction Equipment Distribution | October 2016
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As the official magazine of Associated Equipment Distributors, this publication carries authoritative notices and articles in regard to the activities of the association. In all other respects, the association cannot be responsible for the contents thereof or the opinions of contributors. Copyright © 2016 by Associated Equipment Distributors. Construction Equipment Distribution (ISSN0010-6755) is published monthly as the official journal of Associated Equipment Distributors. Subscription rate – $39 per year for members; $79 per year for nonmembers. Office of publication: 650 E. Algonquin Road, Suite 305, Schaumburg, Ill. 60173 Phone: 630-574-0650. Periodicals postage at Schaumburg, Ill. 60173 and other post offices. Additional entry, Pontiac, Ill. POSTMASTER: Send address changes to Construction Equipment Distribution, 650 E. Algonquin Road, Suite 305, Schaumburg, Ill. 60173.
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>> RISK MANAGEMENT
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Vigilance in the Service Area Can Save Your Dealership from Devastating Blaze Q: Are there any specific fire exposures I should be concerned about at my dealership?
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A: One of the biggest risks to a dealership comes from equipment left in the service area after hours that has symptoms of electrical or fuel-related problems. Sometimes they ignite when no one’s there, damaging or destroying the building. Many cases share similarities: ▶ Failure to recognize the danger: Often, employees didn’t identify or secure the equipment that had fuel or electrical issues before closing the dealership. ▶ Precautions not taken: Batteries weren’t removed from the malfunctioning equipment, leaving the electrical system active overnight. ▶ Caught too late: The fires went undetected until the building was engulfed, providing
little chance to limit the damages. ▶ Secondary damage: Smoke and water damage to the building caused as much destruction as the fire. But there are things you can do to protect your business. These best practices can make a difference in avoiding a catastrophic loss: ▶ When filling out a service order, ask if the equipment has shown any electrical, fuel system, or hydraulic problems. ▶ Tag the unit if any of these mechanical issues are mentioned, so service technicians are aware of the elevated fire risk. ▶ Keep the equipment outside until the service work can be done all at once, to avoid leaving it indoors after hours or over the weekend. ▶ Pull all connections to the battery and note it on the service order if the work can’t be completed immediately and the unit must be left inside overnight. ▶ Disconnect any charger connected to a battery overnight or during the weekend – unless the battery is out of the equipment. And to further reduce the overall risk of fire at your dealership: ▶ Replace temporary-use extension cords with permanent wiring for any need longer than two weeks. ▶ Have a qualified electrical contractor inspect your building’s entire electrical system every two years and perform any upgrades or repairs as soon as possible. ▶ Store dirty shop rags in a UL- or FM-approved commercial rag can to prevent spontaneous combustion fires. By taking these simple steps, you can better protect your equipment dealership, giving you more peace of mind.
As the endorsed P&C carrier for AED, Sentry Insurance offers great coverage options and services to meet your dealership needs. ERIC STILES is Sentry’s lead Account Executive responsible for maintaining the AED/Sentry relationship. 72 | www.cedmag.com | Construction Equipment Distribution | October 2016
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