Build More Rental Business Through Relationships

The sales personnel for the suppliers of rental equipment and related products can make a huge difference in deciding which supplier company gets the order. In fact, some of them are so great at all the tangible and intangible ways they can help you to become more successful with their products that a wise rental business operator often doesn’t entertain the thought of working with a competing supplier. These salesmen and saleswomen certainly deserve applause for their exceptional work and are excellent role models for rental company employees.

There are so many lessons that can be learned from great salespeople at companies that supply their products to rental companies. Additional lessons can also be learned from their parts and service personnel.  They play an indispensable role in their company’s success. Great suppliers know the importance of their parts, service, office, and shipping personnel. These skilled professionals help make the rental products they provide to rental companies even more rentable, and profitable. One can tell by their attention to detail and their shared sense of urgency that these individuals care. They are often the unsung heroes behind the scenes and certainly deserve recognition for their contribution to the effort as well.  

Here are some additional thoughts and opinions concerning relationship building between your staff and your customers.

Certainly, part of the recipe for even greater success is having a strong culture of relationship building that differentiates your company in your market area. To a large degree, some of the main ingredients include having great product knowledge, being a great teacher, and having sincere empathy for your customers.

Stress that every team member is involved in growing the company, and therefore everyone is a salesperson. Certain positions require far more intensive rental salesmanship training of course. When I train rental company counter personnel, for example, I always stress the importance of using proper and helpful closing and building the order techniques that I have developed—and to not be a “pushy” salesperson. Also, your team should be trained to stress the “benefits” not just the “features” of equipment. Done properly, the sales training can greatly increase rental income and at the same time build the customer relationship— which leads to more repeat business.

The strong, positive relationships your staff develop with customers are a key reason why customers should be doing business with your company instead of going to a competitor. I believe that having a well-scripted and powerful mission statement that accurately describes your company’s mission can be helpful. Also, I believe you should consider having a written list of your company’s core values posted in your lunchroom. These statements, many dealing with building and maintaining super-positive relationships with your customers, focus your team’s attention even more in the direction that will lead to greater success. They help to identify and promote the distinguishing characteristics between your company and the others in your market area. It can also be a valuable addition to your website and other marketing tools.

Don’t just say “customer service” as your company’s distinguishing characteristic. This should be better defined not only for potential customer consideration but also for use in promoting the ultra-service culture to your staff.

Customers certainly have choices of where to rent so it’s wise to place additional focus on what could be one of the most visible and memorable advantages of doing business with your company. Don’t rest on your laurels—make your company’s customer relationship strength even stronger. Maintain this competitive edge with appropriate reinforcement of your team’s training. Finally, instead of assuming that your customers and potential customers are well aware of this distinguishing advantage of doing business with you, have your team continuously demonstrate it.