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Sales Advantage

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Rob Jolles

A sought-after speaker and best-selling author, Rob Jolles teaches, entertains, and inspires audiences worldwide.

Rob draws on more than thirty years of experience to teach people how to change minds. His programs on influence and persuasion are in global demand, reaching organizations in North America, Europe, Africa, and the Far East. And in showing clients not just “how to” but also “why to,” he stirs individuals and companies to create real, lasting change.

Rob not only successfully sold for both the New York Life Insurance Company and Xerox Corporation, two of the most respected sales institutions in the nation; he managed their training as well. He co-created the Xerox Institute of Customer Education and was instrumental in creating, delivering, and managing Xerox Corporation’s highly touted customer sales training programs and was responsible for the training of all sales trainers within Xerox for over seven years. These programs, along with his staff of former Xerox Sales Trainers, have allowed him to amass a client list that reads like a Who’s Who of Fortune 500 companies, including Toyota, Disney, NASA, Nortel, a dozen universities, and over 50 financial institutions.

A published author of three bestselling books, and President of Jolles Associates, Inc., his programs teach you the lessons taught by Xerox to their sales force and customers. His book, How To Run Seminars & Workshops, is now out in its 3rd Edition. This bestselling book has sold more than 100,000 copies over a 13-year span. His book, Customer Centered Selling, is a Business Best Seller that spent eight weeks at #1, over 100 weeks in the top 20, and is on the national Business Best Seller list. It was also named by Books, Etc. to the national “Top Ten Must Reads” list and released by Simon & Schuster in its 2nd Edition September 2009.

Traders Market Keynote

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Mark Scharenbroich

Mark Scharenbroich’s career as a motivational speaker began with the Jostens award-winning film, “The Greatest Days of your Life…(so far)” which featured Mark speaking to high school students about engagement. It was viewed by millions of high school students worldwide in the 1980s.

His ability to connect with students, and keep them engaged with humor and life-changing messages, earned him the reputation for being the most in-demand speaker for high school students.

Mark is often times invited to speak at conferences by business leaders who heard him speak years ago in their high schools...and still remembering the powerful impact of his presentation.

He is an award-winning keynote speaker, winner of an Emmy Award® as writer/producer for an ABC-TV special, and recipient of several international film awards.

In 2003, Mark was inducted into the National Speaker’s Association prestigious Hall of Fame — an honor bestowed upon less than 5% of professional speakers worldwide. Fellow inductees include President Ronald Reagan, General Colin Powell, Zig Zigler and Ken Blanchard.

Education Session

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Kevin Askew, Group Director, Dedicated Transportation, Ryder System, Inc.  

Kevin Askew is a group director of operations for Ryder System, Inc. Previously, Kevin was the chief operating officer of Efreightsolutions Holdings, LLC where he was focused on growing the transportation management software (TMS) division along with overseeing all operations, sales, and accounting functions for the freight brokerage arm of the company. Kevin joined Ryder in February of 2019 as director of transportation, managing a portfolio of accounts spanning the southeast. He is a seasoned, high-level professional with 23 years’ experience and proven success in sales and operations management.


Sheldon Doss, Vice President, Rich Doss, Inc./F3 Systems, Inc., Doss Logistics

Sheldon has over 25 years of experience working in the logistics industry. He owns the company with his brother and his current responsibilities include oversight of the financial and sales departments. For over 45 years, the Doss Logistics family of companies has provided customized solutions for its customers’ ever changing transportation needs. The West Coast companies specialize in flatbed transportation, warehousing and distribution, dedicated fleet accounts, as well as freight brokerage. Sheldon earned a Bachelor of Arts from Arizona State University. 

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Nick Fitzgerald, General Manager, Snavely Forest Products

Nick Fitzgerald has 33 years of experience in the lumber industry. He has been the general manager for Snavely Forest Products for their Dallas and Houston branches since 2019. Prior to that, he held positions at BPI and Universal Forest Products, which included sales representative, purchasing manager and general manager. In 2018, Nick was Chairman of NAWLA, and has been on a NAWLA committee for the past 12 years.  He is a graduate of Iowa State University and earned his BBA in business marketing. 


Tom Gennarelli, Vice President of TP Trucking & Transportation, Timber Products

Tom has worked for Timber Products Company since 2019. In his current role, Tom oversees logistics and transportation to include inventory for the company. Tom formerly worked for Roseburg Forest Products (1b in revenue) where he held several positions including director of national accounts & distribution from 2014-2019.  Tom Also worked at Weyerhaeuser (22b-9bin revenue) from 2005-2014. Tom earned his Executive MBA at Willamette University during his tenure at Weyerhaeuser. Tom earned his undergraduate in 1990 at St. John’s University in NYC. 


Steve Guthrie, Vice President, Business Development - Southeast Region , J.B. Hunt Transport, Inc.

Steve M. Guthrie is the vice president of sales for J. B. Hunt’s Dedicated Contract Services team in the Southeast Region. He has over 35 years of experience in a variety of sales and operations leadership roles across the supply chain. As a senior executive at J. B. Hunt, Steve works with clients headquartered in the Southeast to expand their businesses across the United States and Canada by providing high quality transportation services and industry leading technological and operational logistics solutions. Steve resides in Roswell, GA.

Learning Lounge

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Chelsea Brown, Lumber Trader, Patrick Lumber Company

Chelsea has been in the lumber industry for 14 years. Currently, she resides in Portland, OR, as a sales manager and trader for Patrick Lumber Company, selling primarily Douglas Fir, Hemlock, and Cedar. Chelsea serves as the chairman of the Education Committee for NAWLA. She has a passion for people and delivering relevant and valuable education to the members of NAWLA so that the industry can foster growth and necessary change for the next generation.

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David Cox, President, Richmond International Forest Products, LLC

David Cox was appointed President of RIFP on Feb. 1 2012. David was hired in 1989 and spent the last 28 years with Forest City. David started the panel department at RIFP in 1990 and was appointed department manager in 1995. In 2010, David was named vice president. Prior to FCTG, David spent 8 years in the lumber industry with Union Camp Corp. David is also currently on the Board of Directors for NAWLA and FCTG.

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Bethany Doss, Business Manager, Capital Lumber

Bethany Doss has been with Capital Lumber for over 10 years.  She started her career with Capital as their corporate controller in Phoenix, AZ, and eventually moved to Healdsburg, CA as their business manager.  She has spent her entire career in the lumber industry with a concentration on the accounting side of the business.  She is passionate about bringing in the next generation of leaders not only into our industry, but specifically within NAWLA.  Bethany has been involved with NAWLA since 2013, has served on the Board of Directors since 2014 and is the current chair for NAWLA.  Bethany earned a bachelors of science from Arizona State University.

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Natalie Heacock, Corporate Controller, Patrick Lumber Company

Natalie graduated from the University of Portland with a bachelor of business administration. She majored in finance and minored in entrepreneurship. She earned her master of business administration from Willamette University in 2010 with a focus in accounting and entrepreneurship. Following graduation, Natalie worked in public accounting preforming audit procedures for four years.  Natalie is currently the corporate controller for Patrick Lumber Company, managing human resources for Patrick Lumber Manufacturing. She has been with the company since 2014. 

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Nick Lake, Sales Representative, Zip-O-Log Mills

Nick started his career with an Active Duty enlistment in the US Air Force in 2001, and earned his bachelor’s degree in in criminal justice with a concentration in forensic science while enlisted. In 2010, Nick Lake pursued a career in beverage sales specializing in Pacific Northwest Beer and Wine. In 2019, Nick was asked to transition over into the lumber market where he currently works for Zip-O-Log Mills and manages all Timber Sales. Nick currently serves on the NAWLA education committee and the Shelter Ten Group.

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Jim McGinnis, President and CEO, McGinnis Lumber Co.

Jim McGinnis is president and CEO of the McGinnis Lumber Co., Meridian, MS and past chairman of the North American Wholesale Lumber Association.

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Paul Odomirok, North American Sales Director, Lumin Forest Products 

Paul Odomirok is the North American Sales Director for Lumin Forest Products based in Uruguay. In his role, he imports plywood into the ports across North America to distributors, wholesalers and OEM´s accounts. Previously he worked at Murphy Plywood under their EWP division. Paul has a BBA in finance from Georgia Southern University and a BS in forest operations management from Oregon State University. Attendee of the NAWLA traders market since he started in the industry in 2012, this is his first year in the NAWLA Education Committee.

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James Olsen, Sales Trainer, Reality Sales Training

James Olsen sold for 20 years, with Nike, North Pacific Lumber and Forest City Trading. James continues to sell everyday. For much of the time James was selling, he was also training new sellers how to succeed. Over time, he developed a system for training salespeople that works. In 2001, James left trading to start his own sales training business, Reality Sales Training. He also owns two dry cleaning operations and has owned properties and apartments, which gives him a unique perspective not only as a seller and a trainer, but also as a business owner who understands management for profitability. James bottom line approach to sales training is designed to give you and your sales team immediate results. Profitability, teaching, learning and winning are James passions.

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Lisa Ritchie, VP, Recruiting & Talent Selection, Affinity HR Group

Lisa Ritchie has over 15 years’ experience in recruiting, sales and management. She spent over 13 years in the staffing industry, holding such positions as staff recruiter, sales manager, and branch manager. During her tenure as Branch Manager for Adecco, a global outplacement and temporary staffing agency, she led recruiting efforts for companies of all shapes and sizes, including large financial institutions and regional call center operations facilities. Having also been a small business owner, Lisa understands the unique staffing and recruitment issues faced by small businesses. 


Alden Robbins, Vice President, Robbins Lumber and President, Georges River Energy 

Alden Robbins is currently the Vice President/Sales Manager of Robbins Lumber and President of Georges River Energy and has been with the company full time since 1998. He is the current Chairman of the North Eastern Lumber Manufacturers Association (NeLMA) and Chair of the NeLMA Pine Species Subcommittee, a NAWLA Executive Committee member, past Director of the Softwood Lumber Board, and a Member of the Maine Retail Lumber Dealers Association Board of Directors. 

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Steve Rustja, Vice President of Trading, Weston Forest Products

Steve Rustja is currently the vice president of trading at Weston Forest Products. In January of 2001, Steven joined Weston Forest Products as a salesperson, bringing with him knowledge acquired from years in lumber sales and management. Steven excelled in his position and was quickly promoted to softwood lumber purchasing. By 2004, Steven was put in charge of a small sales team, which under his leadership grew into the North American Sales Group, which now comprises the Weston Forest Pallet & Box, Truss Lumber, Retail, and Wholesale Groups. Steve is active in the North American Wholesale Lumber Association (NAWLA) as a member of the board of directors, committee member and past committee chair.

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Dan Semsak, Director of Engineered Wood Products (EWP), Murphy Company

Dan Semsak is the director of Engineered Wood Products (EWP) for Murphy Company, based in Eugene, Oregon.  Dan has been in the wood products industry for 28 years, including 18 years in multiple EWP roles with Willamette Industries, Weyerhaeuser, Pacific Woodtech, and Murphy.  He graduated from the University of Montana with a degree in Business Administration and a minor in Asian Studies.  Dan serves on the NAWLA Board of Directors and on several committees for APA – The Engineered Wood Association.  Murphy is a large producer of high quality LVL (laminated veneer lumber).