The equipment industry has spent the last several years operating in a world of inventory shortages, extended lead times, and unprecedented demand. During that period, many salespeople became order takers rather than sales professionals. As markets soften and competition intensifies, the fundamentals of selling are once again separating top performers from everyone else.

As the inaugural session of the Farm Equipment Dealer Institute Webinar Series, this program focuses on one of the most critical areas of dealership performance: sales effectiveness. Participants will learn practical, proven techniques developed specifically for equipment dealerships—not generic sales theories that fail to account for the realities of agricultural, construction, and outdoor power equipment markets.

When: Tuesday, June 30, 2:00 p.m. CT   Register for Free Here

Many equipment salespeople have never been formally trained in the unique dynamics of dealership sales. Others have spent years attending sales programs that do not reflect how dealerships operate or what drives customer purchasing decisions. This session is designed to help attendees reconnect with the core disciplines that consistently drive results.

Dealer Institute trainer Art Ward draws on more than 35 years of experience in equipment sales, sales leadership, executive management, manufacturing, and production agriculture to help attendees strengthen customer relationships, improve territory performance, and generate sustainable sales growth

Key Takeaways

• Understand why the best salespeople know their customers' businesses as well as their own.
• Learn how to build an effective sales forecast using customer intelligence and historical data.
• Discover why CRM discipline remains one of the most underutilized drivers of sales success
• Improve territory and time management through proven planning techniques.
• Relearn the most overlooked sales skill in the equipment industry: confidently asking for the business.

Dealership Forward

Presented by Farm Equipment and NAEDA's Dealer Institute

Dealership Forward is a new educational series created through a partnership between Farm Equipment and Dealer Institute to help equipment dealers improve performance, profitability, leadership, and operational excellence.

Each session delivers practical, dealer-tested strategies from industry experts and experienced dealership leaders who understand the unique challenges facing agricultural, construction, and outdoor power equipment dealerships. Topics will include sales, service, parts, leadership development, financial management, organizational culture, and emerging industry trends. Whether you are a Dealer Principal, General Manager, Department Manager, or frontline team member, Dealership Forward is designed to provide actionable insights that can be implemented immediately to strengthen dealership performance and prepare organizations for the future.

Whether you are a Dealer Principal, General Manager, Department Manager, or frontline team member, Dealership Forward is designed to provide actionable insights that can be implemented immediately to strengthen dealership performance and prepare organizations for the future.

This free webinar is brought to you by the North American Equipment Dealers Association (NAEDA).

About Dealer Institute: 

Dealer Institute, a division of the North American Equipment Dealers Association (NAEDA), provides practical training, performance improvement programs, leadership development, and operational consulting for equipment dealerships across North America. Through instructor-led training, performance groups, management development programs, and industry benchmarking, Dealer Institute helps dealers improve profitability, strengthen leadership teams, and build high-performing organizations.

Meet the Instructor:

Arthur Ward: Instructor – NAEDA, Dealer Institute

Arthur grew up on a ranch in southern Saskatchewan and began his ag career in 1994 as a sales rep for a small manufacturer. He later held leadership roles, including branch and general sales manager, before joining JayDee Equipment in 2006. Following mergers and acquisitions, he became president of Pattison Agriculture in 2017 and, in 2020, vice president with The Jim Pattison Group.

In 2024, he partnered with a longtime friend in a joint venture that includes a seed potato operation, a 20,000-acre grain farm and a farm supply distribution company with marketing and media services.