Performance Groups


NAEDA Performance Groups is a program to foster a dynamic exchange of best practices, innovative ideas, and cutting-edge technology, all aimed at elevating productivity and driving profitability within each participating organization.

For over 30 years, the Friend Management System has been improving the performance of agricultural, consumer, and golf equipment dealerships in Canada, the United States, and Australia. The Friend Management System was developed by Doug Friend and purchased by the Western Equipment Dealers Association in 2018 that merged to become the North American Equipment Dealers Association. The Friend Management system is a financial benchmarking tool with 90+ benchmarks that provide a Financial “Road Map” to help Managers make decisions.

  • A “Performance ” Peer Group Program
  • All groups operate like a Board of Advisors providing advice, direction, and guidance to each other.
  • Specific focus is directed toward learning about each member’s best practices and achieving better performance in all areas of dealership operations through idea exchange and goal-setting.


Leadership Team Groups

  • Made up of like-minded, similar size equipment dealerships and their owners/key managers.

Aftermarket “Sub Groups”

  • Made up of Aftermarket Management Teams from the Main Leadership Team Groups
  • Could be only Service or, Parts and Service

Sales Management “Sub Groups”

  • Made up of Sales Managers from the Leadership Team Groups

Individual Dealer Program

  • Made up of Managers – Branch, Parts, Service, Sales of 1 Dealer Organization
  • Benchmarking…90+ Benchmarks Provides a Financial “Road Map” to help Managers make Decisions
  • Provide the Discipline and Structure to achieve improved results

These groups are made up of like-minded, similar-sized, mainline equipment dealerships and their owners/key managers. The first Dealer Management Group (Leadership Group) was established in 1989. Currently, the owner-groups involved represent over 300 locations throughout North America and Australia with total combined sales that exceeded $6.5 Billion in 2012.


  • 5 to 6 Dealer Organizations…3 to 5 principal/key manager participants from each dealership – CEO/GM, CFO, Corp. Sales Mgr.(s), Corp. Parts, Corp. Service
  • Operate like a Board of Directors providing policy direction, guidance, and accountability
  • Focus on discovering solutions and achieving better performance in all areas of dealership operations through idea exchange and goal-setting
  • Friend Management system provides data, comparisons and benchmarks© that motivate participating dealers to strive for and achieve improved performance
  • A forum to develop long term relationships
  • A continuing education process that develops leadership and management skills

Our Aftermarket Management Group program is a powerful management tool that enables parts and service managers to meet, share ideas, learn, and understand parts and service as it relates to financial performance and increased profitability.


  • Each Service Management group consists of service managers, aftermarket managers and general managers from the Dealership Management Groups.
  • Focus is placed on developing objectives geared toward maximizing customer experience and inventory management.
  • Gain insight into how other parts departments operate
  • A forum to develop long term relationships
  • A continuing education process


  • Parts, Service and Aftermarket managers become motivated and take ownership of their financial responsibilities
  • Managers develop a mindset that is both goal and action-oriented
  • Gain insight into how other parts and service departments operate, allowing them to expand the vision and potential of their own operations
  • Friend Management provides data, comparisons and benchmarks© that motivate parts and service managers to strive for and achieve greater results


Parts and Service Departments that have participated in an Aftermarket Management Group have enjoyed

  • Increased profitability
  • Improved margins
  • Reduced work order closing times
  • Reduced WIP
  • Improved efficiencies

Finding the right group is essential to your organization’s success. Groups are formed based on size, AOR, product mix, brand, management style, and more. Contact us to learn more about joining a group.




Brett led Premier Equipment, a 10-store John Deere dealership in Ontario, Canada, as CEO for nearly a decade, overseeing 300+ employees. He orchestrated the successful merger of two separate dealerships, including Elmira Farm Service, where he served as General Manager for six years. 

During his tenure, both Elmira Farm Service and Premier experienced substantial revenue growth and expense reduction. Brett spearheaded the construction of a new corporate office and the largest store location. He prioritized leadership development and culture, implementing an internal leadership assessment, launching Premier Leadership University, and enhancing the performance management system with a focus on coaching leadership. Brett’s commitment to personal growth led him to engage with Building Champions, whose coaching and tools he integrated into the company culture.



Doug Friend is the owner of Friend Management Inc., a Canadian-based management consulting firm. As a strategic partner to leading agricultural, consumer, commercial, and golf equipment dealerships across Canada, United States and Australia, Friend Management Inc., has an in-depth understanding of the business and organizational processes that are required for John Deere equipment dealerships.

He has extensive experience with John Deere equipment dealerships, including growing Western Sales in Rosetown, Sask, to become Canada’s largest JD dealership. Doug has also worked with NAFTA Trade Consultants Inc., Okanagan Tractor & Equipment Ltd., and Greenline Golf & Turf.


Trent Hummel


Trent is a lead management consultant and trainer at the North American Equipment Dealers Association’s Dealer Institute. With over 30 years of experience as a fourth-generation equipment dealer, Trent brings invaluable expertise in managing dealership operations. He specializes in inventory management, particularly in used equipment, and is renowned for his innovative strategies that have revitalized wholegoods departments across North America.

Since 2011, Trent has been actively involved in curriculum-based training, onsite consulting, and guiding dealer peer groups. NAEDA’s Dealer Institute offers tailored solutions and resources to help dealerships enhance business growth, employee training, and operational efficiency. With a focus on affordable training programs and consulting services, Trent ensures dealers have access to the support they need to thrive.



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U.S. (800) 762-5616
CANADA (800) 661-2452

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