George Russell is a machinery industry professional, having worked in construction and farm machinery for over 40 years both at the wholesale and retail level. Since leaving CNH in 2006 where he was last VP, Sales & Marketing for Case Construction in Europe, he concentrates on helping dealers/distributors in performance improvement. He facilitates 7 best practice dealer peer groups, and has trained over 500 dealer branches in the last 7 years in all aspects of dealer/distributor operations improvement - sales, service, parts, and rental. He focuses on assisting large or consolidating dealers with the challenges and opportunities of growth.