LOUISVILLE, Ky. — Jason Dorsey, a bestselling author, world-renowned speaker and researcher, will deliver a keynote address at the Green Industry and Equipment Expo (GIE+EXPO) and Hardscape North America, the world's largest trade show for the garden, lawn and outdoor power equipment industries, held October 19-21, 2016 at the Kentucky Expo Center.

Knows as "The Gen Y Guy," Dorsey's keynote will give dealers insights on how to sell to their customers — whether they're baby boomers or millennials. Selling to each generation at the same time means the difference between fast growth and potentially millions in lost sales. Dorsey, a bestselling Gen Y author at age 18 and winner of the Entrepreneur of the Year award at age 25, will address generational trends and how to sell to the different age groups.

"The addition of Jason to our lineup shows how GIE+EXPO and Hardscape North America continue to evolve in both prestige and relevancy for attendees," said Kris Kiser, President and CEO of the Outdoor Power Equipment Institute (OPEI), and the majority partner in the mega trade show.

Dorsey will deliver the dealer kick off keynote address on Wednesday, Oct. 19, 1:30-3 PMDealer registration includes admission to the keynote at no additional charge. The session is sponsored by Gravely and Stihl. Following the Dorsey's keynote, the trade show will open exclusively for dealers, distributors, retailers and media from 3 PM to 7 PM with a show floor reception beginning at 5 PM.  

Kiser expects the show will again shatter attendance records this year. "We continue to work to expand GIE+EXPO and Hardscape North America. Not just in size, but in scope and depth," said Kiser.  He noted that the show announced earlier this year the addition of UTV University, a specialized training series led by powersports business experts for dealers selling utility task vehicles.

GIE+EXPO and Hardscape North America broke records last year with more than 21,000 attendees from around the world, representing an 11 percent increase over the previous year. In 2015, GIE+EXPO's footprint was 1.35 million square feet, over 30 acres and the size of 27 football fields.

Watch Jason Dorsey discuss marketing to the generation after the millennials as part of TEDx: https://www.youtube.com/watch?v=4f16o9Q0XGE