Industry Veteran Joins Yoder & Frey Auctioneers Inc.


As part of the continued development and market expansion, Chris Deason joins Yoder & Frey (Y&F) to strengthen the team, to focus on the development of the business footprint in the United States, establishing new business relationships, recruiting talent and catapulting the business as a heavy equipment sector preferred supplier.

Deason is an accomplished sales and management professional with over 23 years of strategic experience in all areas of organizational management and business execution in the heavy equipment industry. Deason has been instrumental in developing, managing and driving opportunities for growth, and business in all his roles and is keen to do the same with Y&F.

Deason’s interest in heavy equipment began at an early age as a child, spending time with his grandfather, who was a heavy equipment operator for the U.S. Forest Service. Deason attended Louisiana Tech University in Ruston, Louisiana, where after graduation he began his career at the Caterpillar Dealership in Louisiana and held roles in various aspects of the business, roles which included product support, machine sales, branch manager and used equipment manager. During this time, Deason also proudly served in the Louisiana Army National Guard as a heavy equipment operator for nine years and was honorably discharged in 1999.

Deason also has spent part of his career as an entrepreneur, which included founding and developing his own successful equipment and machinery sales entity and construction debris removal company, which he later sold.

Throughout his career, Deason established a solid history of working with OEM and independent dealer’s, rental companies, contractors and many others within the industry. This background and his work ethic have allowed him to develop and establish a strong foundation, valuable experience and a strong network, all of which have proven to be beneficial throughout his career.

Deason spent 10 years with IronPlanet as Sales Director where he was responsible for building one of the top producing sales teams and establishing one of the top producing regions within IronPlanet. He then spent an additional 18 months with Ritchie Brothers during the transition of IronPlanet into the Ritchie Brothers portfolio, where he assisted in the transition of the sales team and served as Caterpillar Dealer Manager.

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