2016 BUSINESS DEVELOPMENT CONFERENCE, REPNOLOGY & SALES ... · 2016 BUSINESS DEVELOPMENT CONFERENCE, REPNOLOGY & SALES MANAGEMENT FORUM (SMF) January 13--- 16, 2016 JW Marriott Desert

2016 BUSINESS DEVELOPMENT CONFERENCE, REPNOLOGY & SALES MANAGEMENT FORUM (SMF)

January 13--- 16, 2016 JW Marriott Desert Ridge Resort • Phoenix, AZ

EVENT COLOR KEY: Grey --- All Conference Attendees Red --- Rep Only Blue--- Manufacturer Only

2 0 1 6 M A F S I B U S I N E S S D E V E L O P M E N T C O N F E R E N C E , R E P N O L O G Y & S M F

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T U E S D A Y, J A N U A R Y 12

12:00 pm --- 7:00 pm REGISTRATION OPEN Saguaro Foyer

6:30 pm --- 7:30 pm REPNOLOGY WELCOME RECEPTION FOR REPS Saguaro West

Join new and old rep friends and colleagues to kick off Repnology!

6:30 pm --- 7:30 pm SMF WELCOME RECEPTION FOR MANUFACTURERS Saguaro East Join other manufacturers for drinks and hors d'oeuvres to kick off the Sales Management Forum!

W E D N E S D A Y, J A N U A R Y 13

7:00 am --- 5:00 pm REGISTRATION, MEMBER BENEFIT & HOT LINES (REPS WANTED) EXHIBITS OPEN Saguaro Foyer

--- REPRESENTATIVES ONLY

7:00 am --- 7:45 am REPNOLOGY WELCOME BREAKFAST Sonoran E

8:00 am --- 8:45 am REPNOLOGY KEYNOTE Sonoran E What the Spec? (WTS) SpecPath is Here! SPEAKERS: Alison Cody, MAFSI, Joe Ferri, COO, Pecinka Ferri Associates and James Mathis, IT Director/CFO, Equipment Preference Inc. (E.P.I.) With over 15,000 specifications written every year in North America, we believe that MAFSI reps should have the knowledge, and visibility, to clearly see the sum of their efforts (and hard work) in a comprehensive, easy to use, and straightforward platform. We the solution is FINALLY here. SpecPath…Powered by MAFSI. In this session you will see how SpecPath enable you to:

• Better track specifications written in your region, get paid for the work you do and better gauge the relationships you hold with various consultants and save the consultants precious time by not calling to see WHAT made it in the spec.

• Assist with the visibility of the equipment coming in your region, as well as provide better coordination for startup and demos and serve the operator should manufacturer and quality issues arise.

• Be able to immediately quote the order as you'll be able to see which of their products are included on the spec, and export the information into an excel or csv document for quoting. You may even be able to provide a quote prior to the dealer asking for one.





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9:00 am --- 10:00 am REPNOLOGY BREAKOUTS: 5 CONCURRENT FORUMS

1. Go Big, ORGO Home: Maximizing Sonoran E

Orgo to Unlock the Potential in Your Rep Firm SPEAKERS: Dave Kisner and David Greene, Founders and Partners, Orgo Having a window into how your business is doing in real–time is vitally important in today’s marketplace. Rep firms that have the tools to view their business with a high level of detail have a distinct advantage over those who don’t. In this session, Mr. Kisner and Mr. Greene will cover the new and unique features of Orgo, and how it helps reps capture critical market and business intelligence, and lead better foodservice organizations. This presentation is packed with real-life scenarios and examples for getting the most out of Orgo, and being the very best rep firm you can be. In this session, you will learn:

• How to use Orgo to prepare for and conduct effective sales calls • The features of Orgo for factory tracking and service issues • The process of staying on top of, and better management of, sales leads • How Orgo analytics can deliver deeper insights into your business, and the competitions’

2. Improve Your Operator Penetration Saguaro West with Accurate and Actionable Foodservice Data SPEAKER: Brad Bloom, VP of Sales and Marketing, CHD Expert The Americas

In the fast-paced foodservice industry, having accurate data can significantly improve a manufacturers’ agent’s go-to-market strategy, and help you get to the RIGHT person, the FIRST time. This session will show you how you can use this comprehensive data to plan, forecast, and evaluate your sales and marketing strategies, all while staying ahead of the turnover, trends, and other industry changes that impact your business all while gaining market share. After this session you will be more knowledgeable about analyzing industry data to conduct operator profiling, find similar prospects and introduce targeted and prioritized sales and marketing initiatives for the out-of- home/foodservice/restaurant market. You will know how to examine your own market penetration, identify whitespace opportunities, and visualize the market density in targeted geographies.

3. Before You Hit Submit: How Reps Sonoran H Can Communicate Effectively in a Social Media World SPEAKER: Rommel Anacan, President & Founder, The Relationship Difference With so many different social media channels, websites and platforms today, there’s no limit to the many different ways reps can communicate. In today's social media driven world, it's important you know what you're going to say, and how you're going to say it--BEFORE you say it on social media sites! This session will give you the tips, tools, and techniques to communicate effectively within foodservice social media, and beyond it.

http://www.chd-expert.com/





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4. Inbound Awesomeness: How Reps Are Using Sonoran I Web Sites, Social Media and CRM to Maximize Leads SPEAKERS: Erik MacPherson, CEO and Chad Stamm, Chief Content Officer, TMC Digital Media Inbound Marketing: /ˈɪnˌbaʊnd/ˈmärkədiNG/ (n.) (v.) is promoting a company through blogs, web site, video, e-newsletters, whitepapers, SEO, social media, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel. During this session, Mr. MacPherson will show you how to increase quality leads online, and strengthen relationships with partners and customers through Inbound Marketing and Customer Relationship Marketing. In this session, we will discuss the following:

• Website Design 'Must Haves' for 2016 • Inbound Marketing: Turn your website into a Lead Generating Machine • Twitter isn’t enough - How to make the most of social media • Why you need to be using a CRM and how MAFSI reps and manufacturers are

successfully using CRM

5. Five Ways KCL Keeps You in the Know on the Go Sonoran J SPEAKER: Kevin Kochman, Owner, KCL/Kochman Consultants, Ltd.

Today’s clients expect you to be available beyond your office hours. Learn how KCL keeps you in the know while on the go with our free app, KCL Mobile. Do you provide design services? Then you’ll want to know about KCL design tools that save you time and money! Kevin Kochman will demonstrate the basic functions of KCL Mobile & KCL 5 (for CAD or Revit) and there will time for Q & A.

10:00 am --- 10:15 am NETWORKING BREAK Saguaro Foyer

10:15 am --- 11:15 am REPNOLOGY BREAKOUTS: 5 CONCURRENT FORUMS (REPEAT)

11:15 am --- 12:15 pm REPNOLOGY CLOSING KEYNOTE Sonoran E Prepare Your Rep Firm Team Culture for Data Gathering SPEAKER: James Mathis, IT Director/CFO, Equipment Preference Inc. (E.P.I.) Has data become a necessity for your company? Are your factories requiring more information from you about your territory? How can you prepare your company to be successful in gathering data? In this session, you will learn how to prepare your team to gather data. Improving your team culture will allow passion to grow within your company. If you can get your systems in order and become organized internally, this will allow your employees to become champions of their responsibilities and they will find ways to be even more efficient. As you become better at what you do, capturing data becomes the next logical step.





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2:00 pm --- 5:00 pm ORGO USER TRAINING Sonoran E --- Optional and Open to all Orgo Users and Rep Attendees SPEAKERS: Dave Kisner and David Greene, Founders and Partners, Orgo In this session, Orgo users and all other interested rep attendees will learn how to better utilize: • Quotes and Orders Tracking – manage and track your quotes all the way through the order,

acknowledgment, invoice, and reconciliation stages.

• Contacts and Company Management - learn how to better utilize the centralized database of everyone your company does business with and the factories you represent, complete with real-time dashboards so you know exactly where you are with each customer and factory.

• Project Tracking - track your projects and all the associated documents associated with them as they progress from concept, to design/budget, to out-to-bid, to awarded, to paid and to closed or at any stage along the way.

• Activity Logging - From demos to sales calls, keep track of what you did for whom.

• Live Sales Data – see exactly where you stand with your customers and factories at a glance with easy to read (and understand) dashboards and charts.

• Specification Credit Management – learn how to submit and track your specification credits.

• Commission Reconciliation – quickly and easily keep track of what commissions your staff or company has earned (or both - your choice), and help them see where they are along the way.

• Reporting & Analytics –gain knowledge into Orgo's powerful report builder and MAFSI Only Reports, where you can create reports to answer almost any business question.

• Roles – Learn how to set up roles so employees view the entire firm or segment and set Orgo to view your organization by group/office/territory, even giving specific functionality to specific users.

2:00 pm --- 5:00 pm COMPLIMENTARY 20 MINUTE LEGAL Desert Suite 2 APPOINTMENTS FOR REPS LAWYER: Gerry Newman, Partner, Schoenberg Finkel Newman & Rosenberg, LLC

Gerald M. Newman, Esq. who advises MAFSI rep members on legal issues will be available throughout the conference to meet with attendees for complimentary 20 minute private consultations on rep or corporate legal matters. Additional slots available on Thursday from 7:30 am – 1:00 pm. To schedule, contact Gerry directly at [email protected] or 312-648-2300 Ext. 309.

3:00 pm --- 5:00 pm COMPLIMENTARY 30 MINUTE LEGAL APPOINTMENTS Desert Suite 3 FOR MANUFACTURERS

LAWYER: Gene Zelek, Partner, Freeborn & Peters, LLP Gene Zelek will be available to advise MAFSI manufacturers on their current (or future) Minimum Resale Price (MRP) and/or Minimum Advertised Price (MAP) policy as well as distribution issues. Availability and time slots are on a first come, first serve basis. Additional slots available on Thursday from 7:30 am – 10:00 am. To schedule, contact MAFSI by clicking this link to email [email protected].

mailto:[email protected]?subject=Gene%20Zelek%20Legal%20Appt%20-%20Please%20indicate%20January%2013%20or%2014%20appointment%20day%20and%20time%20slot%20requested





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SALES MANAGEMENT FORUM (SMF) --- MANUFACTURER ONLY

7:30 am --- 8:30 am SMF MANUFACTURER WELCOME BREAKFAST Sonoran G

8:45 am --- 10:00 am SMF MANUFACTURER KEYNOTE Sonoran G Breaking Bad: The Seven eL-ements of Great Leadership SPEAKER: Michael Pitcher, President & CEO, LeasePlan Leadership is at the foundation of success for any organization, regardless of its size. This keynote presentation aims to get you to think about the possibilities and opportunities you have as a foodservice leader. Explore the positive impact you can have on those around you, and the changes you can make to deliver immediate results. In this eye-opening session, Pitcher will address “The Seven eLements of Successful Leadership” that you should think about: Laugh, Learn, Listen, Language, Lagniappe, Legacy and Love. Pitcher has condensed leadership theory into seven key “eL-ements” that have maximum impact on an individual's leadership potential. He hammers home the message of how each of the seven elements can set you apart as a leader, and will engage you in the journey to foster immediate change. Mike Pitcher is the president and CEO of LeasePlan, and is responsible for leading one of the nation’s largest vehicle management companies. Mike has also held senior leadership positions at both Dell Computer and Pitney Bowes. Under Mike’s leadership, LeasePlan has been recognized by numerous organizations as a Best Place to Work in both Atlanta and Chicago.


10:15 am --- 11:15 am EXECUTIVE MANAGEMENT BREAKOUT Sonoran G The Triple Crown: When Your People and Customers Are Happy, So is Your Bottom Line SPEAKER: Michael A. Pitcher, President & CEO, LeasePlan This session will teach manufacturer executives how to build a culture of company innovation centered on out-of-the-box solutions, employees and customers that feel connected to the business, and profitable relationships with your foodservice channel partners. You’ll learn how to implement a culture where everyone wins — and your team succeeds in employee satisfaction, customer loyalty, and financial return. Under Mike’s leadership, LeasePlan has been recognized by numerous organizations as a Best Place to Work in both Atlanta and Chicago by Crain's Chicago Business, the Chicago Tribune, the National Association for Business Resources, the Atlanta Business Chronicle, and in 2011 and 2013, LeasePlan USA was named by the Atlanta Journal Constitution as the number one mid-sized company to work for in Atlanta.





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10:15 am --- 11:15 am FIELD MANAGEMENT BREAKOUT Saguaro East Size Doesn’t Matter: Strategic Pipeline Management

SPEAKER: Jason Jordan, Partner, Vantage Point Performance Almost all foodservice manufacturers use them, but the statistics remain startling. 72% of sales managers hold sales pipeline review meetings with their reps several times each month. Unfortunately, 61% claim that they have not been adequately trained in pipeline management, and 63% say that their companies do a bad job of managing their sales pipelines. It appears that the sales pipeline is a very important thing that is being managed very badly. So what makes a healthy sales pipeline? Bigger is better, right? Not necessarily. They can be bloated and waste the time of both Reps and their regional sales managers. Also, what about the old adage, Content is King? Startling, only 21% of the sales managers actually look to see what kind of deals are in their sales pipelines. In this session you will learn, the proper shape, size, and contents of the ideal B2B pipeline and a simple formula to help you identify the proper size for each rep’s sales pipeline.

10:15 am --- 11:15 am CUSTOMER SERVICE BREAKOUT Sonoran K Leading a Culture of Customer Care SPEAKER: Elaine Allison, CSP, President, Positive Presentations Plus Inc.

Everyone’s leadership styles vary, from participative to autocratic and everything in between.

There may be no “best way”, however leading a culture of care is based on results. In this program the focus is on how you can turn your staff into Customer Care Crusaders. In her interactive and laugh out loud sessions, leaders will:

• Uncover which service breakdowns to focus on first • Discover whether it is a system problem or a people problem, or both and what to do about it • Learn how to set limits, encourage and engage teams to deliver their best every time because

they want to and can • Find out which targets, goals and nets to set with your teams and how they can be hit them

every time • Build a fool-proof system to keep continuous improvement alive and well on your team

11:15 am --- 12:00 pm SMF MANUFACTURER LUNCH Canyon 8





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12:15 pm --- 1:15 pm SMF MANUFACTURER KEYNOTE Sonoran G The Warm Fuzzy of Stainless Steel:

E&S Branding in 2016 and Beyond SPEAKERS: Pete Healy, VP Account Planning, gyro The core concepts of B2B branding aren’t really that different than B2C. (And the last we checked, both industries were inhabited by human beings.) The strongest brands in any industry ignite an emotion. They connect people, and spark a conversation. And for foodservice E&S, the same is absolutely true. That chef who swears by his favorite combi oven brand? There’s a reason he loves it. And there’s a reason he’s telling you about it. Come meet one of the guys who made that love happen from the company that won 2015 B2B Advertising Agency of the Year. And more importantly, find out how to make some love of your own. Armed with industry case studies, cutting-edge examples, and an in-depth knowledge of B2B branding and marketing, Pete Healy will guide attendees through the changing landscape of foodservice E&S branding, and give an exclusive glimpse of what’s to come, including:

• The growing power of digital and mobile marketing • Actionable insights on social marketing • The integration of demand/lead generation and sales enablement • Using all channels to tell a powerful brand story that wins and keeps customers

1:15 pm --- 1:30 pm SMF MANUFACTURER KEYNOTE Sonoran G

What the Spec? (WTS) SpecPath is Here! SPEAKERS: Alison Cody, MAFSI; Joe Ferri, COO, Pecinka Ferri Associates and James Mathis, IT Director/CFO, Equipment Preference Inc. (E.P.I.) Working from a central, and secure 11-400 database, SpecPath® gives manufacturers the crucial pipeline intel for use in forecasting, manufacturing, and related reporting –all in one place– for the 15,000+ foodservice equipment specifications written each year. You’ll easily to be able to know which markets have high sales growth versus high spec growth versus high building growth. You’ll know which consultants are spec’ing you, and if you’re their prime spec, their equal, or their alternate. You’ll know your top performing products by model number, market segment, region, and more -all before you ever receive a single purchase order. You’ll also be able to credit the right rep, the first time. No more hunting down credits, and countless wasted hours of credit revisions, and allocation paperwork. You’ll have it all in one place, at one time, and all of it will be in SpecPath®. Come to this session to see how.

1:30 pm --- 1:45 pm NETWORKING BREAK Saguaro Foyer





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1:45 pm --- 2:45 pm EXECUTIVE MANAGEMENT BREAKOUT Sonoran G Fighting Resale Price Erosion in the Foodservice Industry: Everything You Always Wanted to Know, But Didn’t Know Who to Ask SPEAKERS: Gene Zelek, Partner, Freeborn & Peters LLP

Consolidating distribution and the explosion of online sales have caused corrosive price competition among traditional dealers in the foodservice industry and those with lower costs of doing business, leading to resale price erosion that jeopardizes brand equity, consumer service and reseller viability. In a realistic, no-nonsense presentation, various lawful approaches that can be taken to prevent or manage this situation will be discussed, as well as which alternatives work best in particular circumstances, such as minimum resale price (MRP) and minimum advertised price (MAP) policies. Recent developments and innovative options will be highlighted.

Bring your current policies with you for review by Gene following this session and on Thursday. Gene Zelek will be available to advise MAFSI manufacturers on their current (or future) Minimum Resale Price (MRP) and/or Minimum Advertised Price (MAP) policies as well as distribution issues on both Wednesday from 3:00 pm – 5:00 pm and Thursday from 7:30 am – 10:00 am. Availability and time slots are on a first come, first serve basis. To schedule, contact MAFSI by clicking this link to email [email protected].

1:45 pm --- 2:45 pm FIELD MANAGEMENT BREAKOUT Saguaro East Lower Your BP, & Learn How to Boost Your Sales with Your Reps SPEAKER: Bryan Shirley, CPMR “They’re not spending enough time on my line”, “We’ve GOT to learn to communicate better”, ”Is he even READING the emails about the reports I asked for?” If you’re nodding your head in agreement with any of the above statements, Rep/Manufacturer guru Bryan Shirley is here to help. In his 30+ career on both sides of the fence, Bryan knows what works for sales managers and reps. He’ll discuss the best practices (and bad practices) for working with your reps, as well as real-life (and tangible!) solutions for growing sales, lowering your blood pressure, and becoming your Reps’ hands-down favorite manufacturer to represent.

1:45 pm --- 2:45 pm CUSTOMER SERVICE BREAKOUT Sonoran K What the Best Foodservice Manufacturers

Do to Support their Reps and Customers SPEAKERS: Wayne Jones, The Hansen Group and Jeff Carragher, Link2 Hospitality

Solutions Do you ever wonder what practices and policies other foodservice manufacturers use to achieve outstanding rep and customer support?

This session will first take customer service managers through the sales journey of your reps --- from prospect-to sale --- to purchase --- to shipment so you can understand the expectations of what your reps are dealing with every day in the field. We will then walk through a list of specific activities to make the rep --- factory customer service relationship work synergistically to achieve outstanding results. And finally, this session will provide unique insight into how the really outstanding manufacturer customer service departments and their reps are working together to achieve outstanding results. And when the results are outstanding…the customer


http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne





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is the ultimate winner.

2:45 pm --- 3:00 pm NETWORKING BREAK

3:00 pm --- 4:00 pm EXECUTIVE MANAGEMENT BREAKOUT Sonoran G The Perfect Fit: How To Tailor Incentive Plans that Ignite Your Reps SPEAKER: Bryan Shirley, CPMR Sales executives are always looking for ingenious ways to motivate their team, and their reps. When compensation is appropriate the representative will build their agency with additional higher quality personnel, at a reduced turnover rate. By strengthening the representative, the manufacturer will strengthen themselves, substantially increase market penetration and achieve greater levels of profitability. As more functions move closer to the customer, manufacturers will benefit by being able to convert more fixed costs to variable costs. A well designed compensation program will mutually meet manufacturer’s goals. It is appropriate to compensate independent representatives based on a variety of factors which can be used alone, or any combination in order to support, recognize and differentiate between adequate and outstanding independent representative performance and production.

3:00 pm --- 4:00 pm FIELD MANAGEMENT BREAKOUT Saguaro East Front-Line FS Forecasting: Cloudy with a Chance of Inaccurate SPEAKER: Jason Jordan, Partner, Vantage Point Performance Foodservice sales forecasts. 82% of all front-line salespeople do them. 100% of executives and managers pay very close attention to them. Yet 69% of all stakeholders don’t trust them. This sounds like a problem. Basically, most people don’t trust their sales forecasts because history has proven their forecasts to be wildly inaccurate. Come to this session to learn sales forecasting best practices which will show you that most sales forecasts can be made more accurate and less time-consuming by making a few fundamental changes in both managements and the sales force’s approach to the task.

3:00 pm --- 5:00 pm CUSTOMER SERVICE CLOSING SESSION Sonoran K Relation-ology: How to Win with People SPEAKER: Rommel Anacan, President & Founder, The Relationship Difference There is no way around this simple truth...the success of a manufacturer’s Customer Service Manager is dependent on an ability to create, cultivate, and maintain effective relationships with people. Yet, it’s also true that sometimes people are difficult to understand, relate to, and communicate with. Relationology is a presentation that will help you maximize the quality of your relationships with coworkers, reps, and dealers; by helping you understand them (and yourself) better. Delivered in a fun, entertaining and thought provoking format, Relationology will encourage you to view your relationships in ways that will benefit you and the people in your life, and also give you the tools (and motivation) necessary to trigger and create the positive results you want!


http://www.vantagepointperformance.com/jason-jordan/





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4:15 pm --- 5:15 pm EXECUTIVES & MANAGERS CLOSING SESSION Sonoran G Becoming Sales 007: Cracking the Sales Management Code SPEAKER: Jason Jordan, Partner, Vantage Point Performance Sales may be an art, but sales management is a science. In today’s food industry, the success of your sales force depends more on having a good sales methodology than on any other factor. In this session, attendees will get practical help with all three pillars of the new selling – management, metrics, and methodology, and learn how to take a big step toward establishing a rigorous sales management discipline that drives real growth. Based on Jordan’s research into how leading companies use metrics to manage their sales forces, he has developed a management system that will predictably link the activities in the conference room, to the battle on the field.

BUSINESS DEVELOPMENT CONFERENCE BEGINS FOR BOTH REPS & MANUFACTURERS 5:00 pm --- 6:00 pm FIRST---TIME ATTENDEE/ Saguaro West

NEW MEMBER WELCOME RECEPTION

If you are a new member or this will be your first time attending the MAFSI Conference, come to the First-Time Attendee/New Member Welcome Reception. This is a great opportunity to meet the MAFSI Leadership and other new members/first timers.

6:00 pm --- 7:30 pm MAFSI WELCOME/PRESIDENT’S RECEPTION Saguaro North & South

The Welcome/President’s Reception is your chance to connect with friends, peers, and MAFSI partners in a relaxed, informal setting before the conference education gets underway—and MAFSI’s chance to celebrate your arrival at the 2016 Conference. Don’t miss this opportunity to network, market yourself, meet seasoned professionals and newcomers, reunite with friends and colleagues, and have fun!

http://www.vantagepointperformance.com/jason-jordan/





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T H U R S D A Y, J A N U A R Y 14 7:00 am --- 3:00 pm REGISTRATION, MEMBER BENEFIT Saguaro Foyer & HOT LINES (REPS WANTED) EXHIBITS OPEN 7:00 am --- 7:45 am ALL ATTENDEE NETWORKING BREAKFAST Canyon 8 7:30 am --- 10:00 am COMPLIMENTARY 30 MINUTE LEGAL APPOINTMENTS Desert Suite 3

FOR MANUFACTURERS LAWYER: Gene Zelek, Partner Freeborn & Peters, LLP Gene Zelek will be available to advise MAFSI manufacturers on their current (or future) Minimum Resale Price (MRP) and/or Minimum Advertised Price (MAP) policy as well as distribution issues. Availability and time slots are on a first come, first serve basis. To schedule, contact MAFSI by clicking this link to email [email protected].

7:30 am --- 1:00 pm COMPLIMENTARY 20 MINUTE LEGAL Desert Suite 2

APPOINTMENTS FOR REPS LAWYER: Gerry Newman, Partner, Schoenberg Finkel Newman & Rosenberg, LLC

Gerald M. Newman, Esq. who advises MAFSI members on legal issues will be available throughout the conference to meet with attendees for complimentary 20 minute private consultations on rep or corporate legal matters. Availability and time slots are on a first come, first serve basis. To schedule, contact Gerry directly at [email protected] or 312-648-2300 Ext. 309.






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8:00 am --- 9:15 am 6 CONCURRENT FORUMS

1. Back to the Future: Sonoran E Navigating Sales Agency Consolidation SPEAKERS: Dave DeWalt, President, Franklin Foodservice Solutions and Rick Abraham, President & CEO, Foodservice Sales & Marketing Association (FSMA)

You’ve heard about rep agency consolidation, but you may not know what happened to rep agencies on the food side. By learning from their past, attendees will get a glimpse into the future, the forces driving consolidation, and the likely course of events over the next few years and beyond. In a world of mergers, realignments, consolidations, takeovers, commission reduction...what’s a rep s to do? This session, based on real-life examples, will help you prepare for the future and provide a glimpse into the possible impacts on your business and your personal life as a result of your decisions.

This session will answer what the future hold for rep firms who decide to:

• Sell or merge with a national firm • Join forces with other independents in other territories • Stay the course and remain independent

Dave DeWalt is a veteran foodservice and allied trades expert who has worked extensively with manufacturers and broker agencies and Rick Abraham is the President & CEO of the national association for food brokers, FSMA. Both Dave and Rick have witnessed firsthand the profound changes in the structure of the food industry as a result of rep firm consolidation, and the impact of these changes on agencies, manufacturers, distributors and customers.

2. E & S and E-Commerce: Sonoran G Navigating a Changing Landscape SPEAKERS: Pete Healy, VP Account Planning, gyro

Change is on the horizon. As we all know, e-commerce is on the rise and is expanding into a growing number of B2B segments, including foodservice E&S. Accelerating mobile usage, coupled with B2B customer demand for a more consumer-like experience, will radically transform our marketplace in the next 5-10 years. Manufacturers and reps alike have a huge stake in resolving this growing “Digital/Physical Divide” if we aim to serve our customers and grow our industry. What does this mean for our current sales and marketing model? If traditional sales territories and key account management are eclipsed by customer-driven online sales, how do we make sure everyone wins? Join us for look ahead and an examination of agent/manufacturer/dealer practices as they’re evolving right now in what’s likely to be a lively and engaging session.





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3. Operator Trends and Directions: Saguaro East 2016 and Beyond SPEAKER: Dave Henkes, Senior Principal, Technomic In the session, reps and manufacturers will gain industry knowledge, hear forward‐looking insights, and discover solutions thanks to content powered by Technomic's five decades of trend‐tracking analysis. In this session, we will explore:

In this session, we will explore: • Restaurant Intel: Chains and segments on the rise and what makes them worth

watching--and maybe even emulating. • Beyond Restaurants: What are the major trends in non-commercial segments • Trends to Watch: Menu and technology, customization, legislative, etc.

4. How a Compelling Story Can Saguaro West

Build Your Business & Set You Apart SPEAKER: Jeff Beals, President, Keynote Publishing

For score and seven years ago, your customers decided features and benefits are out. And a great story is in. From civilization's earliest days, humans have been captivated by stories. That's why the best foodservice sales pros use stories to educate, persuade, and reassure prospects and operators. The key to making a winning sales pitch is to paint a picture with memorable stories. This humorous and story-filled presentation shows you how to increase profitability by harnessing the power of stories. When you become a master storyteller, it becomes easier to capture greater market share! In this session, you will learn:

• What makes an effective sales story • How to discover your company's unique stories • When to use a story to disarm a hostile client • How stories can save a deal about ready to die • Why stories help you overcome objections

5. Transparency Transformation: Sonoran H-I

The Future of Collaboration Between Reps and Manufacturers SPEAKERS: Dave Kisner and David Greene, Founders and Partners, Orgo

Building transparency through the seamless sharing of information between factory and rep partners is critical to keep everyone in the sales process relevant. The Orgo cloud is connecting manufacturers and their rep firm partners in ways never thought possible. With real-time sharing of information, reps are armed with details that make him/her more prepared than ever to answer customer questions, facilitate order taking, and inform customers of shipment information. Not only adding significant value to the rep’s relationship with their customer, this knowledge reduces the number of calls to the factory to retrieve this detail.

In this discussion, David Kisner and David Greene of Orgo, discuss the tools and resources allowing manufacturers and reps to institutionalize this level of transparency, better serve one another, and create a stronger partnership than ever before.





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6. Transforming Teams into Sonoran J-K Customer Care Crusaders SPEAKER: Elaine Allison, CSP, President, Positive Presentations Plus Inc. Without customers, there is no business. You won’t need a marketing, accounting or operations department without them. Organizations that have raving fans actually have fewer error rates and lower costs to handling service breakdowns. The question is: How do you get your departments, stakeholders and (in some cases) even your customers to provide the kind of service you expect? The customer is affected by what is happening with your organization, internally as well as externally. If you are ready to discover how a Culture of Care is created so your customers rate you number one come to this session to discover hot to:

• Use the secret technique that turns teams into Customer Care Crusaders • Deliver extraordinary service even when things don’t go as planned • Employ the “Knock it Off Nicely” technique with each other and your customers

so they understand your standards • Implement change and get your teams eager to implement it • Use a simple unique technique to solve service breakdowns from the inside out

9:00 am --- 11:00 am SPOUSE BREAKFAST & PROGRAM Revive Spa Herb Garden

9:15 am --- 9:45 am NETWORKING BREAK Saguaro Foyer 9:45 am --- 11:00 am 6 CONCURRENT FORUMS

1. Beyond the Basics: Tools and Techniques Sonoran E for the MAFSI Equipment Master SPEAKER: Richard Young, Senior Engineer/Director of Education, Food Service Technology Center (FSTC) Like a Jedi connected to the Force, the MAFSI Equipment Master knows how to use the deeper knowledge of appliance energy use and performance to influence the decisions of their customers. Richard Young, a senior engineer and the Director of Education at the Food Service Technology Center, will show you how to tap into the flow of rebates and regulations, how to harness the power of ENERGY STAR and how to wield the light saber of Online Life-Cycle Cost calculators. Learn how to promote your high performance equipment and become an intergalactic hero in the eyes of your customers. The FSTC works at all levels of the industry, from mom-and-pop restaurants to the largest chains, as well as with manufacturers, trade associations, utilities, and state and federal government. The Food Service Technology Center is the primary information resource for the EPA's ENERGY STAR program for commercial food service and has contributed significantly to the US Green Building Council's Leadership in Energy and Environmental Design (LEED) for Retail rating system.





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2. Customers without Borders: Our New Reality Sonoran G SPEAKER: Bryan Shirley, CPMR

The essential nature of the manufacturer-rep method of marketing is working with others. However, with the expansion of dealers across rep geographic regions, what are best practices and new processes to reduce eliminate competing against ourselves, resulting in increased discounts, diluted margins, and diluted commissions?

3. The Future Foodservice Consumer Saguaro East SPEAKER: Dave Henkes, Senior Principal, Technomic Today's major restaurant and retail brands, along with their suppliers and distributors, face the unenviable task of recognizing consumers' changing preferences and remaking their businesses to leverage emerging platforms. The coming upheaval in the food industry—which will grow by more than $700 billion to surpass $2 trillion in annual sales by 2025—will touch every facet of the business, from the food supply and distribution to the evolving demographics and uncertain financial situations of end customer.

4. The Career Selfie: Saguaro West

Branding Yourself as a Business of One SPEAKER: Jeff Beals, President, Keynote Publishing With an increasingly crowded, noisy, and highly competitive foodservice marketplace, the significance to stand out with a personal brand is critical. The only problem? The art of self-marketing is challenging for many, many people. With the right tools, even the most introverted person can engage in effective, and tasteful self-marketing. This presentation will help you build your personal brand, all while striking a balance between healthy self-promotion and egotistical boasting. In this session, Jeff will also focus on:

• Building a personal brand • Developing a special area of self-marketing expertise • The “Three E’s” of public speaking • The difference between socializing and networking • How a crowded, noisy, and highly-competitive marketplace has led to the era of

commoditization • Developing a marketing plan for your business of one





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5. Building Your Business to Thrive Sonoran H-I in The Age of Transformation: Part I SPEAKER: Jeff De Cagna, FASAE, Chief Strategist & Founder, Principled Innovation The relentless and unforgiving forces of societal transformation require manufacturers and reps to elevate their thinking about what to expect over the next decade and beyond, and strengthen their resolve to prepare for whatever is next. In Part I, you will explore the powerful forces of transformation, with a strong focus on how technologies including mobile, cloud, and Internet of Things are already remaking the business landscape.

6. Death, Disability, Retirement: Sonoran J-K Putting the Success in Succession Planning SPEAKER: Gerry Newman, Partner, Schoenberg, Finkel, Newman & Rosenberg, LLC Succession planning is important not only to reps, but to their key employees, principals, and customers. What happens if the rep owner becomes sick, gets in an automobile accident, or needs to take time off to address a family emergency or other crisis? The future is unknown, which is why it is never too early to start succession planning. The final result of a successful succession plan is peace and harmony within the business and the agency, cooperation and contentment from principals and customers, substantial financial rewards for the owner, significant opportunities for the buyer, and a cohesiveness among both key and non-key employees of the agency.

11:00 am --- 1:15 pm KEYNOTE and ‘‘TONY’’ TALK WITH LUNCH Saguaro North & South

NEW THIS YEAR: Prior to our Keynote Address on both Thursday and Friday, MAFSI will hold our first ever “TONY “Talks which will be in the same short, powerful format as the popular TED Talks but emulate the caring, selfless and always inspirational spirit of one of MAFSI’s most treasured members and founder, A. E. “Tony” Mazur.

TONY TALK How to Save a Life SPEAKER: Michael A. Pitcher, President and CEO, LeasePlan Windshield time is an important part of what makes foodservice move. From appointments with operators, to dealer sales, to chain operators – we all spend a formidable time behind the wheel. And then a text comes through. You think to yourself you’re going to answer “just this one.” And that’s exactly what the thousands of drivers killed last year said, too. 660,000 drivers are using a cell phones every second in the US. This life-changing session will examine the risks and consequences associated with distracted driving, how it has affected several generations through the decades, and what you can do about it today both personally and for your company. Know your numbers, know your stakeholders and know your options. And in the end you just may save a life.





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KEYNOTE ADDRESS Simple Math: Charting the Course Through Demographic Change SPEAKER: Ken Gronbach, Demographer and Futurist, KGC Direct Why is demography important? As waves of generations are born and age, our fortunes and futures are determined. Ken Gronbach, Demographer, Futurist and Author, will make clear how America’s Baby Boomers, Generation X, Generation Y and other countries’ age curves interact to create the opportunities and challenges of the world we live in today, and what the future will bring for people, profits and planet. Come to this session to learn what the future holds for the housing market, big box retailers, small businesses, US manufacturing, the labor pool and much, much more. And more importantly, see how these variables will affect your people, your business, and your bottom line. Mr. Gronbach is an internationally respected demographer who has been in a position to forecast societal, commercial, economic, cultural and political phenomena with uncanny accuracy. His unusual blend of marketing and advertising savvy and typical sense demography, depending on twenty years of proprietary demographic study, set him apart.

1:15 pm --- 1:30 pm NETWORKING BREAK Saguaro Foyer 1:30 pm --- 2:45 pm 6 CONCURRENT FORUMS

1. Simple Math: Sonoran E A Deeper Dive into Future Demographics SPEAKER: Ken Gronbach, Demographer and Futurist, KGC Direct This deep dive workshop will examine the related demographic opportunities and challenges for the foodservice industry. This session will drill down to specific strategies as a foodservice sales and marketing company you need for reaching and persuading the new decision makers and markets. All the issues will be explored using the template of a strategic plan that can be personalized for each seminar participant—a very valuable take-away to help map your company’s future.

2. The 7 Habits of Highly Effective Sonoran G and Profitable Rep-Manufacturer Partnerships SPEAKER: Bryan Shirley, CPMR Like a great marriage, the Rep-Manufacturer partnership comes with its fair share of ups and downs. And as we all know, the best marriages are based on compromise, balance, and mutual respect--and making those things a habit. And when bad habits are formed, well…we all know how that ends. You get served. Bryan Shirley will guide attendees on the best habits for effective and profitable Rep-manufacturer partnerships. You’ll learn about the habits you may already have, or the ones you need to develop. You may even learn about the habits you need to break.

https://www.youtube.com/watch?v=qZyk7v3cJdo

http://www.bryandodge.com/







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3. Vision 20/20: Saguaro East What Foodservice Will Look Like by Year 2020 SPEAKER: Doug Fryett, President, Fryett Consulting Group You’ve heard all the terms: energy efficiency, sustainability, the rising cost of food, increasing labor costs, internet sales, smaller kitchens, increased government rules, regulations, standards…and the list just goes on. In this insightful session, Mr. Fryett pulls the curtain on “Macro” and “Operational” trends that are affecting the way you sell and market your products today and tomorrow. Attendees will also learn novel ways to apply what they’ve learned, and better serve their constituents.

4. Rise Above The Rest: Saguaro West Selling to Today’s Distracted End-User SPEAKER: Jeff Beals, President, Keynote Publishing You’ve called your customer, you’ve visited, you’ve texted, and emailed – all to get the same open-ended, and canned response. Never before has there been a foodservice marketplace so loud, crowded and full of competing distractions jockeying for your operators’ attention. In this brutally competitive market, cutting-edge products, good service, your personal talent and hard work are no longer enough. You need a differentiating factor. In this presentation, you will learn how you can beat the competition by asking probing questions that actually get results and learn how to clearly demonstrate what unique advantage you and your company delivers in a way that captures your buyers’ interest and make the sale in today’s combative climate.

5. Building Your Business to Thrive Sonoran H-I in The Age of Transformation: Part II SPEAKER: Jeff De Cagna, FASAE, Chief Strategist and Founder, Principled Innovation The relentless and unforgiving forces of societal transformation require business owners and senior decision-makers to elevate their thinking about what to expect over the next decade and beyond, and strengthen their resolve to prepare for whatever is next. In Part II, you will continue to discover how the world is shifting irrevocably, and will consider the critical questions you must consider to building your business to thrive in The Age of Transformation.

6. N.O. – Means – New Options: Sonoran J-K Fielding “No’s” While Growing the Relationship SPEAKER: Barry Wright, Director, Grosvenor Training Keeping manufacturers elated. Dealers who only want to be served by you. Sales agencies who give you, your outlandish fair share of mind and time...a negotiator’s dream? This workshop, will look at negotiating deals that don't come undone, dealing with the Donald Trump Negotiators of Foodservice, plus a leaf or two out of the Steve Jobs book on Creative Negotiations. Fast-paced, interactive and for the curious…including, tips, tactics and strategies to help you every day in every way-- plus some free gifts.

http://fryettcg.com/





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3:00 pm --- 5:00 pm MAFSI NON---EXTREME SPORTS PARTY Desert Kivas Join us at the Desert Kivas area of the JW Marriott for some “non-extreme sports,” and some extreme fun. These “sports” will be everything from putting and foosball, to relay games, to cornhole -- and everything in between. Swing by and found out what’s how “non-extreme” you can be. Cash bar.

5:00 pm --- 6:00 pm VIP RECEPTION Saguaro East MAFSI Sponsors, operators and speakers come together for this special reception. Invitation Only

6:00 pm --- 7:00 pm MAFSI HAPPY HOUR Ballroom Lawn Enjoy a cocktail and catch-up with friends after an action-packed day

at our informal beer/wine happy hour.





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FR I D A Y, J A N U A R Y 15

7:00 am --- 3:00 pm REGISTRATION, MEMBER BENEFIT Saguaro Foyer AND HOT LINES (REPS WANTED) EXHIBITS OPEN

7:00 am --- 8:30 am REP ONLY MEMBERSHIP MEETING WITH BREAKFAST Sonoran E MANUFACTURER NETWORKING BREAKFAST Canyon 8

8:45 am --- 10:15 am OPERATOR TREND ROUNDTABLES From healthcare to fast food, schools to casual dining and everything in between, operators need to exceed customer expectations. In this intimate setting, 12 operators from 6 foodservice segments will provide an overview of their operations. They will discuss trends in the industry and how they affect their operation. What are their current issues? What are the challenges and pressures they are experiencing? In the future, what do they need from us to help them adjust to today’s economy and the changing needs of their patrons? Each attendee can sign up for three roundtables which will last 30 minutes each.

Chain Accounts - Quick Serve Saguaro East 1. Laura Anderson, Equipment and Construction Procurement Manager, WaWa Inc. 2. Kevin Pope, Director Operations Innovations, Del Taco 3. Natalie Grobelny, Mgr. Smallwares, Stainless Fabrication and Distribution, Wendy's

Quality Supply Chain Co-Op, Inc.

Chain Accounts - Fast Casual Saguaro West 1. Larry Levine, Director of Equipment, Boston Market 2. Mike Monzo, Director of Design and Construction, Pizza Studio 3. Cindy Smith, Sr. Director of Equipment, Construction & Logistics, Kahala Brands

Chain Accounts - Casual Dining Sonoran H 1. Valerie Hogan, Purchasing Manager – Equipment & Smallwares, Buffalo Wild Wings 2. TBD

Colleges/Universities Sonoran I 1. Abby Hertzfeld, Senior Associate Director of Operations, Ohio State University Dining

Services 2. Larry Moore, Director of Catering, Ohio State University Dining Services 3. Lenore Musick, Director of Panther Dining, Georgia State University

Hotel/Lodging Sonoran J 1. Russell Sleight, Executive Chef, Westin Peachtree Plaza 2. Matt St. Amand, Executive Banquet Chef, JW Marriott Desert Ridge Resort & Spa

Schools (K-12) Sonoran K 1. Lori Drenth, Director, Food & Nutrition Services, Hernando County (Tampa, FL) School District 2. Beth Wallace, Director of Food and Nutrition Services, Cherry Creek (Denver, CO) School District





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10:00 am --- 2:00 pm SPOUSE SPA DAY, LUNCH & PROGRAM Revive Spa Herb & Spa Garden & Spa


10:45 am --- 12:00 pm 6 CONCURRENT FORUMS

1. Best Practices in Rep Sonoran E Onboarding and Training SPEAKER: Ken Gallagher, Vice President of Global Sales, T & S Brass Today, selling is more about educating and being able to problem solve than pitching actual product features. It’s more about “co-creating” opportunities, and the need for subject matter experts (SMEs) at the factory and rep levels is now more important than ever. Today’s buyers approach an opportunity already informed because of the internet. If you’ve got brand new reps, bringing your new team up to speed quickly, and effectively, is paramount to your success. Though always well-intentioned, many manufacturer training programs can (and do) fall short of everyone’s expectations. Fortunately, doing effective onboarding and product training isn’t rocket science. In this astute presentation, Mr. Gallagher will talk attendees through the very best methods that foodservice manufacturers are using for educating reps, while getting them ready to hit the ground running. He’ll also talk about the synergies and shared responsibility of both parties when it comes to effective training and onboarding.

2. House Accounts: Why the Grass Is NOT Greener Sonoran G

SPEAKERS: Melissa Greenwald and Jim Zink, Zink Foodservice Every so often, a channel partner asks to be made a house account with the idea that there is money to be absorbed, resulting in better profitability. When a manufacturer concedes to this request, inevitably the rep commission is cut from the equation and tensions arise in the relationship between agents and principals. Join us for a discussion to review the pros and cons of house accounts from the various channel partner viewpoints, so that you are armed with reasons to address this topic when it occurs. The outcome will show that under these scenarios costs actually increase, thus resulting in LESS profitability for the house account and proving that the grass is not greener on the other side - rep commissions are monies well spent.

• MANUFACTURER’S VIEW: The misconception - selling an account direct will be a more profitable venture because I can absorb the rep’s commission to my bottom line.

• DISTRIBUTOR’S VIEW: The misconception - If the manufacturer sells to me directly and does not commission the rep, I can be more profitable and have a competitive price advantage in the marketplace.

• END USER’S VIEW: The misconception - If the manufacturer makes me a house

account, selling to me without a rep earning commissions on my purchases, I can save costs for my operation.

http://www.zinkmarketing.com/





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3. AQ Order Status: Saguaro East A FEDA Data Interchange Initiative SPEAKERS: Michael Greenwald, President, AutoQuotes and Brad Pierce, President, Restaurant Equipment World and FEDA The phone rings, and it’s your best dealer on the other end. He wants to know the status of that order he placed a couple of weeks ago. You go into action - call the manufacturer for an update, track down the right person, finally get an answer and call back the dealer. Whew … one status update complete, just 15 more to go … this week! How much time do you spend tracking down an order status, and how easy is it, really, to get the information you need? Manufacturers’ portals are different and so is the information that’s available. The bottom line: tracking order status information is a mundane, inefficient process that’s plagued firms for decades … until now. If you’re ready to save valuable time while improving your service and value to your channel partners, don’t miss this opportunity to learn about the AQ Order Status FEDA initiative and how you can access this functionality to improve efficiency and customer satisfaction.

4. What Goes Around, Comes Around: Sonoran H-I Defining Your Foodservice Sales Process SPEAKERS: Erik MacPherson, CEO and Chad Stamm, Chief Content Officer, TMC Digital Media The gravity of a defined sales process can never be understated. When your whole team is “sort of” on the same page when it comes to handling a lead, you’re doomed to “sort of” meet your sales goals. And before any framework can be erected, the sales process must be both defined, and refined. This session will give attendees an in-depth look at:

• The need for a defined sales process • The lifecycle of a lead • Why understanding your buyer's journey matters • Aligning sales and marketing, and the service level agreement • Closing the loop, and measuring ROI

5. Change is Good Leadership In Action Sonoran J-K SPEAKER: Barry Wright, Director, Grosvenor Training Effective leaders understand how to manage change, an essential skill when working in our rapidly changing foodservice environment. In this intensive workshop, we will identify the external and internal forces that cause change, such as launching new products, new relationship, entering new markets, people or technology's impact.

In this session you will leaving knowing how to:

• Engage best practices in leading change • Clearly explain the risks and benefits of your decisions • Overcome resistance to change with effective techniques • Create and adhere to a plan of action • Use tools to measure and monitor success.





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12:00 pm --- 1:45 pm KEYNOTE WITH LUNCH Saguaro North & South

NEW THIS YEAR: Prior to our Keynote Address on both Thursday and Friday, MAFSI will hold our first ever “TONY “Talks which will be in the same short, powerful format as the popular TED Talks but emulate the caring, selfless and always inspirational spirit of one of MAFSI’s most treasured members and founder, A. E. “Tony” Mazur.

TONY TALK Why the Foodservice Industry is the Happiest Industry on Earth SPEAKER: Martin Cowley, Sr. Mgr. Design & Standards, Walt Disney Parks and Resorts Many of us travel to exotic places, and eat at some of the best restaurants known to man. Our jobs are filled with perks so great, many of our friends (and spouses) look with envy. We empower inspiring chefs and foodservice directors, and get to do business with some of the strongest brands on the planet. In this 20-minute presentation, Martin Cowley of Disney will talk about the things that make our industry one of the happiest places on earth, and how we as salespeople – can help keep it that way.

KEYNOTE The Power of Understanding People: The Key to Strengthening Relationships, Increasing Sales, and Enhancing Organizational Performance SPEAKER: Dave Mitchell, President, The Leadership Difference You’re still trying to “get through” to that new dealer or rep to help them understand a complex topic. You want to grow your brand, so you placed a dozen ads in various outlets – all to little avail. Two of your best performers are “on the outs” and you’re having to run offense.

Developing successful relationships is critical to our success in both our personal and professional lives. This session will show you how to establish and develop extremely effective relationships by providing you with techniques to better identify and understand the intrinsic needs of others. As a result, you will achieve better team dynamics, increased sales and client satisfaction, higher levels of employee engagement and performance, and even more satisfying marriages and friendships. Armed with the ability to interpret the behavior of the people around you, you will achieve greater levels of success at work and at home while also learning how to better handle the difficult situations involving people in your life.

2:00 pm --- 3:00 pm KEYNOTE DEEP DIVE (OPTIONAL) Saguaro North & South

The Power of Understanding People – Part II SPEAKER: Dave Mitchell, President, The Leadership Difference

You’re ready to take what you’ve learned to the next step with your reps, dealers, customers, and colleagues. The stage has been set for your development, and you’re ready to take it to the next level. In this keynote follow up, Dave discusses applications in selling situations, customer service excellence, leadership techniques, dealing with change, and other work related scenarios. Through these vignettes, Dave enables attendees to have many intriguing insights about their own unique interaction style and how to communicate more successfully with a wide variety of style “types”. Participants then learn how to present information about ideas, products and/or services in a manner that is most engaging to those with a different interactive style. And, since Dave uses examples from our personal lives, the insights also apply to marriages, parenting and friendships! An attendee at a selling skills seminar called Dave’s workshop, “Life changing.”







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3:30 pm --- 5:00 pm MAFSI POOL PARTY Pool Terrace

Grab your sunscreen and join fellow attendees for a fun filled afternoon at the JW Main Pool for the MAFSI Pool Party. Cash bar.

6:00 pm --- 8:00 pm MAFSI AWARDS CELEBRATION Saguaro North Join us for drinks and heavy appetizers to celebrate MAFSI's 2016 Award Recipients and close the conference in style.

S A T U R D A Y, J A N U A R Y 1 6

8:00 am --- 2:00 pm OPTIONAL ACTIVITY: BONDURANT RACING SCHOOL At the one-and-only Bob Bondurant School of High Performance Driving in Phoenix, Arizona you’ll experience the best professional driver curriculum and instructors anywhere. This is the same school that trained Tom Cruise for “Days of Thunder,” and Paul Newman for the 1969 movie, “Winning.” Registered members will be picked up from the conference hotel at 8:00 am, and transported to the school for four adrenaline-fueled hours of engines, rubber, and speed. Breakfast will be provided, lunch will be served right at the racetrack, and transportation provided back to the hotel at the conclusion of the event.

8:00 am --- 2:00 pm OPTIONAL ACTIVITY: MAFSI GOLF TOURNAMENT Palmer Course

Join us on the Palmer Signature Course for this fun shotgun tournament. The Palmer Signature Course plays up to 7,145 yards, providing a very scenic desert experience. The expansive fairways allow the player to remain in play even on an errant shot. The flashed bunkering on Palmer is superb, and the putting greens carry plenty of undulation, like many Arnold Palmer designs. The expansive square footage of the greens (average size is 7,000 square feet) allow the undulations to create subtle challenges for the short game without feeling contrived or "tricked up". Registration includes green fees, cart and taxes, 2 drink tickets, box breakfast and prizes.

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2016 BUSINESS DEVELOPMENT CONFERENCE, REPNOLOGY & SALES ... · 2016 BUSINESS DEVELOPMENT CONFERENCE, REPNOLOGY & SALES MANAGEMENT FORUM (SMF) January 13--- 16, 2016 JW Marriott Desert