Scott McKain, bestselling author, will kick off the 9th annual Heavy Duty Aftermarket Week with a keynote address at the opening general session addressing how to distinguish yourself from the competition.

The four-day conference, themed “Driving Energy Into the Industry’s Future," will be held at The Mirage in Las Vegas, Monday, Jan. 27, to Thursday, Jan. 30.

McKain’s presentation, Create Distinction, is based on his recent book  “Create Distinction: What to Do When ‘Great’ Isn’t Good Enough to Grow Your Business.”

McKain outlines why it is difficult for customers to distinguish one competitor from another. He will then go on to share specific steps organizations and professionals must take to create distinction and establish competitive superiority in the marketplace.

In addition to writing three No. 1 Amazon.com Business Bestsellers, McKain is the founder of a consulting and training company that explores the role of ultimate customer experiences in creating enhanced client retention and revenue.

For more information visit www.hdaw.org.