September 13-14, 2012 Crowne Plaza Chicago o'Hare Rosemont, il

September 13-14, 2012 Crowne Plaza Chicago o'Hare Rosemont, il

September 13-14, 2012

Crowne Plaza Chicago o’Hare

Rosemont, il

SEPtEMbER 13-14, 2012

This conference will focus on best practices and strategies to maximize the profitability of a

dealer’s rental and used equipment departments. You’ll also enjoy learning from your industry

peers during networking events such as roundtables, meal functions and group tour of a local

MHEDA Member’s facility.

WHo SHoulD aTTenD?

� Rental Equipment Managers

� Used Equipment Managers

� Operations Managers

� Business Managers and Leaders of Material Handling Dealerships

WHaT Will Be DiSCuSSeD?

� Some of the pitfalls of selling used equipment

� How to boost your used equipment sales

� Rental financing strategies in a tight credit market

� Managing your rental fleet in ever-changing economic times

� Marketing your rental and used equipment on the Internet

� And more!

WHeRe iS THe ConFeRenCe loCaTion?

Crowne Plaza Chicago O’Hare

5440 N. River Road

Rosemont, IL 60018

$139 Single/Double Occupancy

Call 877-337-5793 by August 17, 2012 and mention MHEDA to receive the discounted rate.

The Crowne Plaza Chicago O’Hare Hotel and Conference Center is located less than two miles from O’Hare International Airport and

two blocks from public transit. Their newly renovated and contemporary accommodations meet the needs of both business and leisure

travelers. Enjoy stylish guest rooms, an indoor pool, fitness and business centers, two on-site restaurants, free airport shuttle and more.

Wireless high speed internet access is also available in all guest rooms. For more details, visit

BonuS: TouR oF a loCal mHeDa memBeR’S FaCiliT y

We’ll cover these

important topics

and so much more…

1. Acquiring Used Equipment

2. Compensation that Drives


3. Data Interpretation

4. Delivering Meaningful


5. Financial Benchmarks

6. Financing Equipment

7. Leasing

8. Maintenance Ratios

9. Marketing Strategies

10. Rental Fleet Assets

11. Rental Models

12. Rental Yield

13. Selling Online

14. Supporting Your Sales


15. Time Utilization

16. Rental Strategies

17. Used Warranty Policies

As a special bonus networking activity, we invite you to tour a local MHEDA Member’s facility: Atlas Toyota

Material Handling in Schiller Park, IL. Since 1951, Atlas has been internationally recognized and consistently

ranked as one of the top 200 privately held companies in Illinois. Atlas carries a wide variety of new and used

forklifts, as well as rentals. This tour is included in the conference registration fee. To learn more about this

MHEDA Member, visit

Questions? Call (847) 680-3500



Thursday, September 13

7:00 a.m. – 8:00 a.m.

Continental Breakfast/Registration

8:00 a.m. – 8:45 a.m.

meet & greet networking

A great way to get to know your fellow conference attendees.

Facilitated by Richard Donnelly, EVP, Gregory Poole Equipment


8:45 a.m. – 9:45 a.m.

Rental Financial Drivers and models

This presentation will review various Rental Models that U.S. based

Material Handling Equipment dealerships employ to go to market.

We will also examine Financial Benchmarks. This presentation

will include the following Rental Models in practice today: Return

on Assets; Rental Yield; Dollars Utilization; Time Utilization;

Maintenance Ratios. We will detail the standards for Rental Financial

performance and explain how different strategies can affect these

performance measures. Presented by Bill Ryan, President, LiftOne

10:00 a.m. – 11:00 a.m.

Best Practices: Rental operations

This presentation will focus on how to get an acceptable return

on your rental fleet assets. We will talk about leasing assets as

opposed to outright purchase and why you might choose one

over the other. Depreciation is another big factor involving,

how much to take, when, and how long to depreciate the asset

depending on the projected rental fleet life. Presented by Chris

Wetle, President, Papé Material Handling

11:00 a.m. – 12:00 p.m.

Rental Fleet management and Reporting

This presentation will outline the framework for the design and

delivery of data required to build effective fleet reports. We will

illustrate how to deliver meaningful reports for the dealership and

the customer. Elements of the course will include: identifying the

roles and responsibilities within departments; discussing the skills

required to manage the data process; and lastly, presenting of

the data. Presented by Brenda Ryan, Partner, TDT, Inc.

12:00 p.m. – 1:00 p.m.


1:00 p.m. – 2:30 p.m.

marketing & Selling Rental equipment

This presentation will teach you creative strategies to help grow

your short term and long term rental business. We will discuss

the competitive advantages of your dealership and provide you

with specific ideas for compensation that drives performance.

We will also review unique rental strategies that you can use to

differentiate yourself from your competition and avoid letting

rental become a commodity in the eyes of your customer. Last,

we'll talk about how to identify the best target accounts in your

market and how to create a successful game plan that will earn

you the business. Presented by Tom Hobbs, Executive Vice

President, Sales & Marketing, Naumann/Hobbs Material Handling

2:45 p.m. – 3:45 p.m.

asset management

The proper management of rental assets to ensure the

customers’ needs are served and the dealership receives the

targeted return on investment is a key measurement of success.

This presentation will examine what makes up the base of rental

assets and how used equipment complement the rental fleet. We

will go into detail with respect to expected measures and returns.

Presented by Bill Ryan, President, LiftOne

4:00 p.m. – 5:00 p.m.

Roundtable Discussions

This is your opportunity to share ideas and best practices with

other material handling peers at your table. You will discuss

challenges and learn how others in the industry are handling

those same issues.

5:30 p.m. – 7:30 p.m.

group Dinner

Friday, September 14

7:00 a.m. – 8:00 a.m.


8:00 a.m. – 8:30 a.m.

Program Review

8:30 a.m. – 10:00 a.m.

used equipment Business model

This presentation will focus on developing and operating a

profitable used equipment department in your dealership. We

will discuss the marketing strategy you need to develop. We

will also discuss used warranty policies, accounting practices

and acquiring your used equipment. Presented by Bill Rowan,

President, Sunbelt Industrial Trucks

10:15 a.m. – 11:15 a.m.

marketing & Selling used equipment

This presentation will focus on marketing and selling used

equipment online. We will review establishing a solid relationship

with a wholesaler and the important role they play moving aged

inventory. We will also discuss supporting your sales force and

some marketing tools to assist their efforts. Lastly, we’ll discuss

lease returns and used equipment financing. Presented by

Jason Vavra, Corporate Used Equipment Manager, Atlas Toyota

Material Handling

11:15 a.m. – 12:00 p.m.

Conference Wrap-up & Boxed lunch

Discuss what you have learned with your peers and presenters.

Then enjoy lunch, or grab it to go if you have to catch your flight!

12:30 p.m. – 3:00 p.m.

atlas Toyota material Handling Tour (optional)

Your opportunity to tour a fellow MHEDA Member’s dealership.

This dealership is located 5 – minutes from the conference hotel.

MHEDA Member Richard Donnelly is the

Executive Vice President of Gregory Poole

Equipment Company. He has held various

positions throughout the Company, including

Marketing Manager, Industrial Division Manager

and Vice President of Construction and Industrial

Divisions until he was promoted to his current position in 1999.

Used equipment and rentals in the company is one of the core

businesses and a major contributor to record sales and profits.

MHEDA Member Tom Hobbs is the Executive

Vice President of Naumann/Hobbs Holdings

Corporation and its subsidiaries. Naumann/Hobbs

places a high priority on utilizing rental programs

as a tool to generate business and increase

market share. They have a fleet of over 2,000 units

and have excelled in penetrating numerous market segments with

customized programs to suit their customer’s needs.

MHEDA Member Bill Ryan is a thirty-year

veteran of our industry. He has a passion for the

business and a particular interest in education

and training. Bill spent the first two-thirds of

his career in the manufacturing environment of

NACCO, the parent company of both the Hyster

and Yale brands. He served in virtually all of the roles in a

number of their factory-owned stores and then as a member of

the Dealer Development group that was responsible for selling

those stores and putting them into the hands of independent

dealers. He is currently the President of LiftOne based in

Charlotte, NC.

MHEDA Member Brenda Ryan is the owner

of TDT, Inc., a firm dedicated to supporting

its’ clients in the material handling industry

by assisting them in the adoption and

implementation of Best Industry Practices.

TDT, Inc. offers expertise in the areas of I.T.

(system integration and data management) and Operations

(process improvement). Brenda has been in our industry for

over twenty years and has served in a variety of key roles in the

Dealership environment.

MHEDA Member Bill Rowan is the President of

Sunbelt Industrial Trucks which has facilities in

Dallas and Houston, Texas. Bill served on the

MHEDA Board from 2001-2004. He has also

served on the Komatsu Dealer Council from

1988-1999 and again from 2003-present, and is

currently serving as the President of the Council. This year, 2012,

marks the 25th anniversary of Sunbelt Industrial Trucks which was

founded by Bill and his business partner, Warren Cornil.

Questions? Call (847) 680-3500



MHEDA Member Jason Vavra has been in

the material handling industry for 22 years. He

has held positions of Field Service Technician,

Rental Manager, General Service Manager and

Used Equipment Sales Manager with Atlas

Toyota Material Handling. Holding the position

of General Service Manager for nine years provided valuable

knowledge to assess reconditioning costs. He is an active

member of MHEDA-NET as well as a Toyota Used Equipment

Manager group.

MHEDA Member Chris Wetle is the President

of Papé Material Handling, Inc. He has over 40

years of material handling business experience,

including: sales, management and currently

president. In 2007, the Papé Group added

the Papé Kenworth dealership to his portfolio

and named him President of that organization, as well. He is

a current member and past President of the Hyster Company

Dealer Council. In addition, he serves as the Western Region

Representative to the PacLease Executive Committee.

Rental & Used Equipment Management Conference

September 13-14, 2012

Crowne Plaza Chicago O’Hare

Please complete this registration form and return to MHEDA.

Fax to 847-362-6989 or register online at

Registrant #1 ______________________________________________________________

Title ______________________________________________________________________

Email _____________________________________________________________________

What two (2) things do you want to get out of this conference?



Registrant #2 ______________________________________________________________

Title ______________________________________________________________________

Email _____________________________________________________________________

What two (2) things do you want to get out of this conference?



Company _________________________________________________________________

Address __________________________________________________________________

City/Sate/Zip ______________________________________________________________

Phone ____________________________________________________________________

Fax ______________________________________________________________________

Our company is a ❑ Distributor/FOB ❑ Supplier/Associate/Mfg. Rep

PaymenT inFoRmaTion

❑ Check Enclosed ❑ Credit Card

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FaX to mHeDa at 847-362-6989

Questions? Call 847-680-3500



Early Bird Member

Registration (by August 1) $649

Member Registration

(after August 1) $699


Registration $1249

Included in the registration fee is all

handout materials, two continental

breakfasts, two lunches, Thursday’s

dinner and all refreshment breaks.

Also includes networking with other

distribution professionals who face

similar career challenges as you and

the priceless opportunity to bring

your Rental & Used Equipment

business to the next level! Travel

and lodging not included. To make

your hotel reservations, call the

hotel at 877-337-5793 by August 17

and mention MHEDA to get the

discounted rate of $139 single or

double per night.

MHEDA Fax: 847-362-6989

Mail: 201 US Highway 45,

Vernon Hills, IL 60061-2398


Call MHEDA at 847-680-3500

Register Online at


By registering for the Rental and

Used Equipment Management

Conference, MHEDA has the

right to use your photo, which

may be taken during the event,

for future promotional material.

If you have a disability or require

special accommodations, please

contact us. We will do our best to

accommodate you.



The full amount will be refunded if you

cancel no later than September 1,

2012. Cancellations received after

that date but before the start of the

conference will be charged a $200

administration fee per person. No

refunds given for “no shows.”

Questions? Call (847) 680-3500, Email, Visit

201 U.S. Highway 45 | Vernon Hills, IL 60061-2398

Ph: 847-680-3500 | Fax: 847-362-6989

Email: |

September 13-14, 2012

Crowne Plaza Chicago o’Hare

Rosemont, il

Thursday, September 13

7:00 a.m. – 8:00 a.m.


8:00 a.m. – 8:45 a.m.

Meet & Greet Networking

8:45 a.m. – 9:45 a.m.

Rental Financial Drivers & Models

10:00 a.m. – 11:00 a.m.

Best Practices: Rental Operations

11:00 a.m. – 12:00 p.m.

Rental Fleet Management

12:00 p.m. – 1:00 p.m.


1:00 p.m. – 2:30 p.m.

Marketing & Selling Rental Equipment

2:45 p.m. – 3:45 p.m.

Asset Management

4:00 p.m. – 5:00 p.m.

Roundtable Discussions

5:30 p.m. – 7:30 p.m.

Group Dinner

Friday, September 14

7:00 a.m. – 8:00 a.m.


8:00 a.m. – 8:30 a.m.

Welcome Back: Program Review

8:30 a.m. – 10:00 a.m.

Used Equipment Business Model

10:15 a.m. – 11:15 a.m.

Marketing & Selling Used Equipment

11:15 a.m. – 12:00 p.m.

Conference Wrap-Up & Boxed Lunch

12:30 p.m. – 3:00 p.m.

Optional: Bonus Tour of MHEDA Member

Atlas Toyota Material Handling in

Schiller Park, IL

Can’t miss Speakers…

Richard Donnelly

Gregory Poole Equipment


Tom Hobbs


Hobbs Material Handling

Bill Ryan


Brenda Ryan

TDT, Inc.

Bill Rowan

Sunbelt Industrial Trucks

Jason Vavra

Atlas Toyota Material Handling

Chris Wetle

Papé Material Handling

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