KEYNOTESPEAKERS.

The 2001 Agri-Marketing Conference and Trade Show, April 11-13 in Denver features four keynote speakers who will focus on how agri-marketers must adapt to the new marketing landscape shaped by the rapid explosion of technology.

Matthew Sanders Forrester Research

The opening keynote presenter, Matthew Sanders, will address how the rapid evolution of the Internet has resulted in a revolution in communications and business. He will explore the findings of Forrester's research into the development and future of e-commerce in the U.S. as well as around the world. He will take a look at a variety of industries, including the food and agriculture industry, and identify key trends, forces and outlooks.

Sanders will examine the differences between Business-to-Business (B2B) and Business-to-Consumer (B2C) e-market models, and outline the potential in agriculture. In addition, Sanders will identify the five key interrelated services that are necessary for success in e-business and the types of e-marketplaces that will survive the next decade.

Sanders focuses within Forrester Research on the strategy and development of online business-to-business trade. His most recent research examined the structure and evolution of e-Marketplace partnerships. Sanders also follows the developments of global e-Commerce, international trade, and online trade in the agriculture and paper industries.

Forrester Research is a leading independent research firm that analyzes the future of technology change and its impact on businesses, consumers and society.

Roger Dawson The Power Negotiating institute

In your quest toward new heights, one of the main obstacles you may encounter is people. People who don't see things the way you do, who are rooted in tradition, who aren't willing to change, or who oppose your ideas. Learn from Roger Dawson the secrets of power persuasion during the second general session.

Dawson will illustrate the strategies and tactics that enable you to persuade people in virtually any situation. He'll show why credibility and above all consistency are the cornerstones of getting what you want. He also will identify verbal persuasion techniques that defuse resistance and demonstrate the validity of your thinking.

As president of the Power Negotiating Institute, Dawson has lectured on the topics of negotiation, persuasion and decision making to leading companies. He is the author of, among other bestsellers, Secrets' of Power Persuasion and You Can Get Anything You Want - Secrets of Power Negotiating.

Dr. W. Michael Cox, Ph.D. Federal Reserve Bank of Dallas

Also during the second general session, Dr. Michael Cox will show how America is going through a period of rapid technological progress that will make the world tomorrow as different from the world today, as the world after electricity was different from the period before it. Dr. Cox predicts that today's economic revolution will be long lasting, with fast growth rates of productivity and GDP, lower inflation, tight labor markets, and unprecedented gains in living standards. He will help you understand the period of time we're in, and how the economy is likely to unfold in coming years.

Dr. Cox is senior vice president and chief economist at the Federal Reserve Bank of Dallas. He advises the Bank president on monetary policy and economic issues, and heads the free enterprise research group. He is author of numerous bank publications and is widely reported in publications such as the Wall Street Journal, New York Times, USA Today, Los Angeles Times, Forbes, Fortune and Business Week.

Dr. Jeff Salz Salz & Associates

Adventure is a matter of attitude - not altitude. Either change affects you, or you affect change. When you choose change, life becomes an adventure. An adventurer deals with changing circumstances and uncertain outcomes in creative ways. Dr. Jeff Salz, an adventurer himself, offers the map to guide anyone through uncertainties of a changing world and provides inspiration for each individual to chart his/her own course, reach goals and turn each day into a "peak experience".

Dr. Salz, a cultural anthropologist, adventurer and journalist, has ridden with the Khampa tribesmen of Tibet, the gauchos of Argentina, the Turkestani Khazaks of the Celestial Mountains of China and the nomads of Outer Mongolia. As founding president of Salz & Associates, Dr. Salz has consulted on the "Adventure of Change" to such clients as Aetna, Lockheed, 3M, Hewlett Packard, The Walt Disney Company, Sun Microsystems, AT&T, and The Million Dollar Round Table.