• President: Shannon Soparlo of Adair Sales and Marketing Co., Inc. (Swift Current, Saskatchewan, Canada)
• First Vice President: Kris Yancey of Implement Sales LLC (Stone Mountain, GA)
• Second Vice President: Josh Overholser Superior Implement & Supply Co., Inc. (Greenville, OH)
• Treasurer and Immediate Past President: Bob Doran of Doran Distribution Services (Mount Horeb, WI)
• Secretary: Chris Rankin of Rankin Equipment Co. (Yakima, WA)
• Director: Sean Morrissey of RM Equipment (Slater, IA)
• Associate Director: Ida Van Scyoc of S3 Delta Harrows (Shenandoah, IA)

This seven-member board was elected during FEMA’s Marketing & Distribution Convention held in Addison, TX.

Source:

The ąű¶ł´«Ă˝ extends its gratitude to the generous sponsors of the 2024 Marketing & Distribution Convention in Addison, TX. Your contributions played an essential role in making this event possible, ensuring its success and enhancing the experience for all attendees.

We value your unwavering support and are proud to have your partnership. Your commitment helps us bring together industry leaders, build connections, and promote innovation in the farm equipment manufacturing community.

Thank you for your dedication and for being an important part of our Association. We look forward to continuing this partnership for years to come.

Chris Carter, who recently presented at the general session at the Marketing & Distribution Convention, shows how to identify when your prospect is ready to buy, and how to communicate so that they’re always buying YOU.

It’s no secret that strong interpersonal skills can give a salesperson a leg up on the competition. Among the most important of these skills are the abilities to both understand and use body language.

When it comes to using body language in sales, there are three crucial steps. First, we must choose to be fully present and to pay attention to the prospect. This is often difficult, because we’re so focused on our own agenda, including things like making our quota and ensuring that we’ve communicated every benefit of the product, that we forget the fundamental importance of just listening and taking in what the prospect is saying, both through their words and their body language.

Second, we must become aware of the meaning behind nonverbal signals that the prospect is sending to us.
While there are many possible body language cues to take in, I recommend and teach focusing on what I call The Big Four. These are Proximity, Orientation, Pacifiers, and Open Body language. To help remember these, I use the acronym, POPO.

Proximity:
Proximity has to do with whether people move closer to us or farther away while we are communicating. We all have a natural tendency to move closer to people when they activate the reward center of our brain. When you’re with a prospect and they suddenly move closer or lean into you, it’s very likely that you are talking about something they like or find strong value in. Likewise, if they shift or move away, there’s a strong likelihood that you’ve just said something they disagree with or perceive negatively.
Understand that it’s the direction of the movement that counts more than the degree. So become aware of sudden changes in the prospect’s proximity to you.

Orientation:
Orientation has to do with how a person’s head, torso, and feet align. Humans are very good at faking paying attention. We can look directly in a person’s eyes and act like we’re really listening. But we’re terrible at lying with the rest of the body. Often a person’s torso or feet will point in the direction of what they’re really paying attention to. When a prospect is looking towards you, but has their torso or feet aligned in a different direction, it’s likely that they’ve grown impatient with the discussion and are thinking about going elsewhere.

Pacifiers:
Pacifiers are the physical movements we use to calm ourselves when our emotional energy starts to elevate. These include things like adjusting collars or cuffs, drumming fingers on the table, curling hair with our fingers, bouncing a foot up and down, and many others. When a prospect suddenly starts to use pacifiers, they’ve become uncomfortable or anxious. You won’t necessarily be aware of the source of the anxiety. But seeing these pacifiers is a signal to you that you should begin asking questions to uncover the cause.

Open Body Language:
Open body language signals confidence and trust. It’s a common myth that if a person’s arms are crossed, they must be resistant to what we’re saying. Simply having arms crossed is usually just a comfortable position. But when people start to feel uncomfortable, they often engage in body blocking behaviors. Be on the lookout for clusters of these. Both arms and feet crossed, for example. Multiple forms of closed body language can signal resistance or even hostility to our sales message.
The third step is to be aware of what our body language says to others. Each of the four body language signals mentioned above can convey to our prospect both our level of confidence and our level of engagement with them. If we keep our body language open and avoid using pacifiers, we will look like we truly understand our product and believe in our sales message. If we lean in a little when the prospect is talking about the issues that matter to them, and if we keep our head and torso aligned toward them when we communicate, we signal that they have undivided attention. And that goes a long way towards building trust.
As the old saying goes, people buy from those they know, like, and trust. Body language is an important and often overlooked component of creating both trust and connection.

Christopher Carter is an influence speaker, corporate mindreader and communication expert. For more than 25 years, Carter has helped businesses create powerful connections with presentations for sales meetings, customer appreciation events, product launches, trade shows, and more. As a mindreader, or “mentalist,” Carter electrifies the audience from the stage with stunning demonstrations of thought reading and mental influence. To learn more, go to .

 Check out a slide show from the Industry Showcase.

**Stay tuned to our social media channels an upcoming slideshow from the Howl at the Moon farewell event. **

Leading the Association as president will be Randy Reinke, President and CEO of Custom Products of Litchfield in Litchfield, MN. The company is a manufacturer of cab enclosures and roll-over protective structures for the off-highway vehicle industry.

The board elected Reinke to a one-year President’s term beginning immediately. He succeeds Ben Hellbusch of Duo Lift Manufacturing in Columbus, NE who remains on the Executive Committee in an ex officio role.

Serving with Reinke will be:

First Vice President, Craig Harthoorn, President of H&S Manufacturing, Co. in Marshfield, WI.

Marc Ivey, National Sales Manager at Bush Hog LLC in Selma, AL.

Treasurer Tim Burenga, Vice President of Sales and Purchasing at Worksaver, Inc. in Litchfield, IL.

Secretary Scott Eisenmenger, General Manager at West Point Design in West Point, NE.

The officers will lead a 16-member Board of Directors. At the Association’s annual business meeting earlier that day, three new executives were elected to replace current directors whose terms are expiring. The newly elected directors are:

Todd Lassanske, General Manager of the Manufacturing Division at McFarlane Manufacturing Co., Inc. in Sauk City, WI.

Cor Lodder, Corporate Director and Chief Quality Officer of Walinga Inc., at their Carman Manitoba Machining Division.

James Shurts, President of the Great Plains Ag Division in Salina, KS.

Member companies also re-elected directors whose terms had expired this year. This included Jeff Daniel from Yetter Manufacturing, and Randy Reinke who were elected to an additional three-year term as their current terms expired.

Janea Danuser, Paul Jeffrey, and Matt Westendorf, concluded their terms on the Board. We wish to express our gratitude for the invaluable time, leadership, and significant contributions to our Association.

“We want to recognize and thank all of these people. Their time is quite valuable as they are all operating businesses. Even so, they, and others before them, have devoted resources to contribute to the Association’s success,” said Executive VP Steve Hathaway. “Our leadership and members represent the industry’s top innovators and producers. Many of their companies started by developing equipment to solve a problem or improve a process, often with limited resources, and building from there. Their examples of drive, problem solving ability, and willingness to help others are the backbone of our Association, and we appreciate all they do for FEMA and the shortline industry.”

If you would like to learn more about how directors are selected and what’s involved in serving, please give Hathaway a call in the St. Louis office at (314) 878-2304.

Leading the Association as president will be Randy Reinke, President and CEO of Custom Products of Litchfield in Litchfield, MN. The company is a manufacturer of cab enclosures and roll-over protective structures for the off-highway vehicle industry.

The Board elected Reinke to a one-year term beginning immediately. He succeeds Ben Hellbusch of Duo Lift Manufacturing in Columbus, NE. Serving with Reinke will be:

• First Vice President Craig Harthoorn, President of H&S Manufacturing., in Marshfield, WI.
• Second Vice President, Marc Ivey, National Sales Manager at Bush Hog LLC. in Selma, AL.
• Treasurer Tim Burenga, Vice President of Sales and Purchasing at Worksaver, Inc., in Litchfield, IL.
• Secretary, Scott Eisenmenger, General Manager at West Point Design in West Point, NE.

The officers will lead a 16-member Board of Directors. Our Association proudly serves as voice, advocate, and resource for companies from each link in the farm implement supply chain: manufacturers, providers of component parts and services to those manufacturers, and equipment marketers.

Stay Connected: Connect with fellow attendees directly using the Whova event app. Download from your phone, install, and sign in using your email address, LinkedIn, or Facebook login. You can access the meeting schedule, network with attendees, schedule meetings, view exhibitors and sponsors, and more. Search “FEMA Fall Convention in Kansas City” to find our event on the Whova app.

Weather Forecast: Expect temperatures with highs in the upper 50’s and lows in the mid 30’s. The Sheraton Crown Center is connected by an elevated pedestrian walkway, the 880-foot Link, providing weather-protected, lighted access to hotels, restaurants, and the Crown Center Shops.

Schedule Appointments Soon: Meeting schedules fill up fast! Find FEMA’s registration list at to schedule meetings in advance.

New Name Badges: A QR code on your name badge will now replace drink/event tickets. No need to remember tickets; our Association staff will scan the QR code for admittance into all breakfasts, receptions, farewell/guest outings, and the cave tour. Attendees can also scan the QR code to put important contacts directly into their phone.

Who’s Registered? To see a complete registration list for the Fall Convention go to: .

If you are joining us for the 2023 Marketing & Distribution Convention at the Sheraton Crown Center, here are a few notes to help you prepare. If you have not yet registered, there’s still time to sign up and meet fellow manufacturing, marketing and supplier members! Go to FarmEquip.org or call us at (314) 878-2304.

Maximize Your Time: The convention brings together hundreds of representatives from companies in the specialized farm equipment industry. If there are specific people you want to meet, set up appointments as soon as possible. Don’t wait until you get to the convention to make initial contact. Use our registration list to reach out to potential business partners before the convention.

Communications Center: The Joint Industry Communication Center is located in the Terrace Room and is a great place to relax, connect and network with fellow attendees of both associations.

Registration/Name Badges: The convention registration desk will be on the Terrace at the Sheraton Crown Center near the hotel lobby. Association staff will be at the desk, the entirety of the convention, to answer any questions you may have. A badge is required to attend any convention meetings, sessions or social activities.

Ticket Free Events: To make it easier for members, there is now a QR code on your name badge that will replace drink/event tickets. There are no tickets to remember and Association staff will simply scan the QR code for admittance into all breakfasts, receptions, guest and farewell outings and the cave tour.

Mobile App: Connect with attendees directly using the Whova app. Download, install, and sign in using your email address, LinkedIn, or Facebook. You can access the meeting schedule, network with attendees, schedule meetings, plan group outings, see exhibitors and sponsors, and more. Search “FEMA Fall Convention in Kansas City” to find our event on the app.

Access Registration Lists: The Association is pleased to report that this year’s attendance is the best it has been since 2018. The potential to make beneficial business connections is excellent. See who’s registered at FarmEquip.org/FallMeetingAttendees. The list is updated daily so you can plan your schedule ahead of time.

Contact Session / Marketplace: There will be ample time to meet independent reps and wholesalers during the Contact Session and Marketplace on Wednesday and networking opportunities throughout the convention.

Room Reservations: There are still rooms available, but they are filling up fast! If you need to adjust your room reservation, please contact Tricia Kidd at (314) 878-2304. After Wednesday, Oct. 25, room changes should be handled directly with the Sheraton Crown Center at (816) 841-1000.

Spouses/Guests: Meeting attendees are more than welcome to bring a spouse/guest to take part in convention events, general sessions, breakouts, social activities and a special event planned just for them on Wednesday, Nov. 1. There are plenty of things to do in Kansas City and the hotel is in Crown Center with premier shopping, dining and entertainment a short stroll away. At the same time, popular downtown attractions such as Union Station are a quick ride away. Visit Country Club Plaza, Legoland, the Convention Center or the vibrant Power & Light District.

Dress Code: Attire for the Fall Convention is typically business casual. You will see a little bit of everything: sports coats, khakis, polos, and button-downs. Because people are often arriving at the hotel moments before the Welcome Reception, this event tends to be more casual.

The 2023 Fall Meeting registration list is updated daily. See who’s attending: .

Are you on this list? If not, what are you waiting for? To see a complete list of registered attendees and guests, go to .

New Breakout Speaker Added: Insurance Trends in Building Valuation & Cyber

This session will focus on recent insurance trends within commercial property and cyber insurance coverage and discuss ways to address them. In the commercial property space, the cost of building materials and labor continuing to rise. Ensuring that your building limit is set to an appropriate value is critical to avoiding pitfalls – coinsurance penalties – which can reduce the total amount that you may receive in a loss.

Dan Zastava from Sentry leads a corporate underwriting and product development team at Sentry, where his team develops, implements and monitors commercial lines, product offerings, and results. He began his career nearly 20 years ago as a multi-line commercial underwriter before entering the product development space. During that time, Zastava introduced the company’s first data breach coverage in 2011 and has overseen their recent product transition in cyber insurance during 2023. In his current role, he is also responsible for arranging and purchasing the insurance coverage for Sentry’s day-to-day operations.

Don’t miss Zastava’s session on Thurs., Nov, 1 at 4:00 p.m.

There’s so much happening in Kansas City thanks to an energetic culture of creativity and innovation.  

Easy to Get To and Easy to Get Around: With a new single terminal at Kansas City International Airport and free-to-ride KC Streetcar line near our host hotel, the Sheraton at Crown Center, travel to and around Kansas City is easy. And the city’s enthusiasm for welcoming visitors is going global, with KC poised to host a lineup of matches during the FIFA World Cup 2026.

“This is the “must attend event” for every farm equipment manufacturing professional. It’s your opportunity to meet dozens of distributors from across the U.S. and beyond – all in one place!”

Great Food, Fun, and History: KC is sneaky-cool, something that’s been true for a long time. In this city that turned a blind eye to Prohibition, you can always find a good time. For those looking for arts, culture and history, it abounds in one-of-a-kind sites, including the excellent Negro Leagues Baseball Museum and the wonderfully weird Arabia Steamboat Museum.

When it comes to great food and drink, Kansas City has made its mark. Smoky barbecue. Local distilleries. Every aspect of the culinary and spirits scene possesses a uniquely KC twist that makes it something special. It’s a culture that embodies the city’s diverse influences, from international flavor and home-style cooking to unrivaled crafted beer.

Cost-Effective Location: Kansas City is easy on the bottom line thanks to reasonable rates for lodging, airfare, food and services. Since Kansas City International Airport isn’t a hub for any single airline, competition among the carriers keeps airfares affordable.

When you compare hotel costs, food costs and other services, Kansas City stacks up well against the competition. Just ask the folks at Kiplinger’s, Money Magazine or Smart Travel—all have praised Kansas City for its overall affordability.

Get More From Your Association Membership: There are so many reasons for you to join us in Kansas City. Registration numbers for the fall meeting are the highest we’ve had since 2018, so the potential to make beneficial connections with other members is excellent. Take the time to invest in yourself and in your business. Learn more about the Fall convention at FarmEquip.org. As always, please don’t hesitate to contact the Association office at (314) 878-2304 with any questions.

Post-Meeting Tip: Follow up with everybody you meet. Ask them how they are and if they enjoyed the event, and if they’re interested in scheduling a meeting to work with you. Compose an email to all interested potential customers highlighting your most popular products and services.

Sources: |