Let your creativity shine at the Thursday afternoon Supplier Showcase! Booths are going fast, so don’t miss your chance to be part of the action. Create an engaging booth theme, host an interactive game, or plan a fun activity that draws attendees in and gets them talking.

Members will vote for the most innovative booth, and the winner will receive a complimentary booth registration for the 2027 Supply Summit (a $475 value) plus a generous gift card.

Ready to stand out? For more information or to reserve your booth, contact Gina@FarmEquip.org.

How often do you look up a product or service on Google, land on a website, and search for the price or requirements, only to encounter a lengthy form filled with required fields?

If you’re like most people, you hit the back button and keep looking. That company, despite its investment in search engine optimization (SEO) and website development, just made it too difficult to do business. Essentially, they’re saying, “Thanks for visiting, but if you don’t buy on our terms, you’re out of luck.”

Imagine if this interaction happened at a tradeshow. Would a salesperson pull out an iPad and ask you to fill out numerous fields before speaking to you? Probably not, unless they were a very poor salesperson!

Buyer Habits are Changing
People buy differently today than they did 10 years ago. This change struck me recently when my wife mentioned we needed our house power-washed. Typically, she would Google “Power washing for homes,” get results, and request a few bids. But instead, she received a direct mail piece from a power-washing company. She looked up the company online, found several negative reviews, and discarded the mailer.

This made me realize how often we miss opportunities because customers are frustrated with our website or because we lack (or have unanswered) reviews of our company.

Buyers are Researching More Now than Ever
The amount of research buyers perform before a purchase is increasing. According to Gartner, 90% of B2B buyers start their purchase journey with an online search. Companies often claim they “sell on relationships” and their “service and relationships with customers” set them apart. While that may be true, prospects don’t have a relationship with you when they’re researching solutions.

If you don’t get a chance to meet a prospect, you can’t build a relationship with them. Frustrating them by not answering their questions or making your information hard to find will drive them away.

A great salesperson listens to their customers. A bad salesperson talks over people and doesn’t give them a chance to ask questions. Is your online presence more like a good or bad salesperson?

A good marketing person collaborates with sales. A bad marketing person thinks they know the market better and sends out irrelevant emails or ads. Is your marketing solving customer problems or just telling them to buy?
Five Steps to Make Your Website a Better Sales Tool
Fixing these issues is simple, but not easy. Here are some steps:

1. Common Questions: Ask each salesperson the top five questions they get from prospects who have never done business with you and how they answer them. Post these questions and answers on your website as blog articles or FAQs.
2. Detailed Offerings: Write a page for each product or service with this outline:
   • Name of product or service (what someone would type into Google to find it)
   • A short description of the offering
   • An image of this product or service being used “in real life”
   • A list of the pain points this product or service addresses and how it works
   • The typical industries or companies (preferred) that buy this product or service or the applications it can be used in
   • The process for buying the product and how long it takes to go from purchase to installation or launch
   • The price or price range (starting at $10,000, for example)
   • A link to download a case study of one of your customers who experienced success with using this product or service
   • Add a quote from a satisfied customer and give the name of business (with permission)
   • Add a form that requires the buyer to fill minimal information and tell them what to expect when they contact your team or consider investing in building a shopping cart where customers can buy the product or service (Most corporate cards have a $10-15k limit and you’d be surprised what people will just buy online if it appears to solve their problem.)
3. About Us Page: Create an “About Us” page with photos of real people at your company. Describe who you serve, how you do it, and why your team is passionate about serving customers.
4. Google Business Listing: Claim your Google Business listing. Ask a few customers to write reviews and respond to existing reviews.
5. Google Alerts: Set up Google Alerts for your company name and owner names to monitor online mentions.
   Brandon Dempsey owns, marketing firm, goBRANDgo!, actively develops real estate, and teaches at Washington University – St. Louis. He is a published author, an accomplished keynote speaker, and he serves as the Global Membership Chair of Entrepreneurs’ Organization (EO) working to support entrepreneurs worldwide.

Brandon Dempsey owns, marketing firm, , actively develops real estate, and teaches at Washington University – St. Louis. He is a published author, an accomplished keynote speaker, and he serves as the Global Membership Chair of Entrepreneurs’ Organization (EO) working to support entrepreneurs worldwide.

We are excited to announce that Robert Sibley of THG Automation is the lucky winner of a $100 gift card for completing the survey. Congratulations, Robert!

Your Voice Matters! If you haven’t had the chance to fill out the survey yet, there’s still time! By completing the survey, you can enter a second place prize drawing for a chance to win a free 4.75” x 3” four-color ad in an upcoming issue of the Shortliner.

Visit to share your thoughts and enter the drawing.

In addition to professional engagements, participants enjoyed a variety of recreational activities, including golfing, trap shooting, walk/run, welcome receptions, and evening entertainment.

Save the date for next year’s Supply Summit & Showcase, scheduled to take place at the Luminary Hotel in Ft. Myers, FL from April 8-10, 2025.

During this exclusive event, guests will delve into P. Allen Smith’s authentic design philosophy, which gracefully pays homage to the farm’s rich history. The experience includes a delicious farm-to-table lunch, providing a taste of the local flavors that thrive on Moss Mountain Farm.

As an added treat, attendees may even be graced with a personal visit from the charismatic P. Allen himself. Don’t miss out on the opportunity to experience Moss Mountain Farm’s timeless design, agricultural beauty, and unique charm.

Last but certainly not least, you’ll want to pay a visit to Poultryville to meet the chickens and other animals. Learn about Allen’s effort to conserve America’s poultry breeds for which he started the Heritage Poultry Conservancy. While you are there, don’t forget to say hi to your favorite farm animals from Allens’s television show-Trudy, Moose, Smudge and Squeak, just to name a few.

As an added treat, attendees may even be graced with a personal visit from the charismatic P. Allen himself. Don’t miss out on the opportunity to experience Moss Mountain Farm’s timeless design, agricultural beauty, and unique charm.

Their sponsorships offer them elevated visibility among convention attendees, and their contributions help keep costs low for attendees. If you would like to sponsor a portion of the Supplier Showcase, go to , or call the office at (314) 878-2304.

“Suppliers added the crawl to the roster of Summit networking events in 2016, and it’s still a favorite.” said Marc Adams, member of the crawl planning committee. “It’s a rare opportunity to get to know others in this industry in a low-key, social setting and just have a little fun.”

This year’s lineup includes: ; Get ready to party, sing, dance, and laugh the night away. The Willy D’s talented piano players bring you a high energy, all request, and interactive show for an unforgettable night. •: A beloved hangout in the River Market District, this spot boasts nearly 200 beers (including 75 on tap) and upscale bar food.

The $25 registration fee includes a commemorative Summit t-shirt. The pubs are within walking distance of one another, and each stop will offer Summit attendees a drink special.

If you have questions or want to add the event to your registration, call the Association at (314) 878-2304. If you haven’t yet registered for the Summit, you can add Little Rock Night Life when you do.

To see who’s registered for the event go to: FarmEquip.org/SC24NightLife.

Farm Equipment Manufacturers App: Introducing the Farm Equipment Manufacturers App—a year-round companion designed to keep you connected with the pulse of the industry. Stay in the know about the latest industry news, farm shows, convention information, member profiles and more. This innovative app is your personalized guide to unlocking the full potential of the Supply Summit experience.

Color Coded Lanyards: This year, we’re introducing color-coded lanyards that serve as a visual identifier for different attendee types. From staff and regular members to suppliers, marketing members, speakers, and first-time attendees, these vibrant lanyards will ensure that you can easily spot and connect with your fellow industry colleagues.

Showcase Booth Contest: Let your creativity shine! Exhibitors are urged to craft a compelling booth theme or interactive game. Attendees will vote for the most innovative booth, and the winner will receive a complimentary booth registration for next year along with a gift card.

Selfie Station: Capture and share your Supply Summit moments in style at our specially designated Selfie Station, strategically placed near the registration desk. With FEMA-branded signage, this photo spot serves as the perfect backdrop for you to share your Summit snaps on social media, proudly displaying your connection to our thriving Association.

Revamped Sponsor Program: We’ve revamped our sponsorship packages to offer you prime booths with extended display time, providing an unparalleled platform to showcase your offerings. Elevate your brand and connect with industry leaders by taking advantage of our enhanced sponsorship opportunities.

Join us as we elevate the industry, foster meaningful connections, and celebrate the innovations that drive us forward. Register today at FarmEquip.org.

by Richard Hadden, Certified Speaking Professional and co-author of the popular

Pandemic or no pandemic, the world of work has changed. Irreversibly. In this session, you’ll learn what organizations must do to attract, retain, and engage a willing and enthusiastic workforce in 2024 and beyond. We’ll take you inside the mind of today’s worker and explore the keys to landing the best people on your team in this worker’s market.

Here’s what we’ll discover during the Learning Luncheon at the Supply Summit:

• What’s changed, and what hasn’t in the world of work (Hint: Employers of Choice still outperform the competition).
• Where all the workers have gone, and why it’s so hard to find people.
• What the pandemic has taught us about how work gets done. The best recruiting tool in the world.
• How to conquer the unique challenges of the hybrid workplace.
• How to market your employer brand to be a destination employer.
• What the “careers” section of your website MUST do (and probably doesn’t).
• Why your on-boarding program isn’t helping build commitment in new hires, and how to fix it. How to create and nurture an organizational culture that keeps talented people producing for you for years to come.

“You’ll leave excited to implement the practical and actionable ideas you’ll gain on recruiting, retaining, and engaging your workforce, in this insightful, high-content, and entertaining presentation.”

Don’t miss Hadden’s presentation on Recruiting and Retention in the New World of Work on Thurs., April 4 at the Supply Summit and Showcase in Little Rock.

Don’t miss Hadden’s presentation on Recruiting and Retention in the New World of Work on Thurs., April 4 at the Supply Summit and Showcase in Little Rock.

10. Education: Attending will help you make good business decisions. Would you like some insight into the energy trends and their effect on ag equipment? Are you curious about where all the workers have gone, and why it’s so hard to find people? Do you want to know how to scale your sales operations efficiently using AI automation, while maintaining a relationship-driven approach? Or, do you want sales and channel marketing strategies? Our Supply Summit speakers will inspire, educate, and energize.

9. Perspective: Good things come when you can step away from the daily grind. Matt Westendorf, a former Association Board Member and General Manager at Westendorf Manufacturing, says it is tough to make the time, but “as soon as you get to a meeting, you realize that when you take a break from day-to-day work, important things come out. Your mind clears, you hear what others in the industry are doing … it just gives you a broad approach and a bigger picture.”

8. Fun: Little Rock offers something for everyone. From state parks to landmarks, museums, and a vibrant music scene, it offers a diverse range of experiences. The city also boosts excellent shopping, restaurants, outdoor attractions, and a world-class art collection

7. Solutions: You’ll find solutions to problems. We hear stories every year of a manufacturer meeting a supplier at the product showcase and stumbling onto a game-changing solution. Former Association President, John Tye with Lubbock Fastener Supply, describes it like this: “You walk by a table and look at something, and you say, ‘That’s the sort of thing we are looking for, but it needs to be like this. Can you make it like this?’ In most cases, the answer is ‘If you want to buy it, we can make it.’”

6. Golf: Face it – your golf game could use some improvement. What better spot than the beautiful Country Club of Arkansas in Maumelle, AR, to hone your swing while engaging in conversations about steel prices, navigating supply chain hurdles, or recruiting top talent in a competitive labor market?

5. Networking: Building relationships is the key to success, and this meeting is all about relationships. “Networking is so important, and we have forged relationships at the Summit that go back many years,” said Randy Reinke, Association President with Custom Products of Litchfield. “I encounter familiar faces and make new connections at every summit. The experience consistently offers me fresh insights and innovative problem-solving approaches,”

4. Value: The Summit provides unmatched value. Association member, Nick Jensen from Edney Distributing and a former Association President, said that attending gives you a leg up on your competition. “We always learn something new about distribution law at these meetings, which in the long run, has more than paid for the price of the meeting and membership fees.”

3. Productivity: There is no better place to maximize your time. This is your chance to meet with supplier companies that represent parts, materials and service providers worldwide, all in one place. It will save you time— seriously. Over three days, you can engage with suppliers, gain insights from industry experts, and exchange ideas with a few hundred colleagues from the industry.

2. Growth: It can drive growth. John Brown from Myers Spring, Chairman, Supplier Section Board of Governors, said his company’s business has grown as a result of the Summit. “We’ve met a lot of decision makers here. Myers Spring is a larger part of the ag market because of the Association.”

1. Innovation: This is a moment in the industry when a little creative thinking may lead to a breakthrough. Consider changes in product distribution law (we’ll cover that), business transitions (learn more about that, too), and insurance trends in property valuation and cyber coverage (on the agenda). And, with the current agriculture economy poised for recovery — this is a good time to pursue innovations not only in product development, but workplace strategies. Your next ‘aha moment’ might just be waiting for you in Little Rock.