I have been thinking about all the friendly faces of both rental company owners and suppliers I met during this year's ARA tradeshow. It struck me that there are a lot of parallels between the people selling equipment to rental companies and those who are destined to rent it out later. We can all learn a lot from some of the sales professionals who work on behalf of the suppliers to rental companies.
Know your products. When talking with one salesman about a new product his company was offering (which appeared to be a less expensive alternative to a product I’ve recommended for years) he was able to tell me clearly what niche it filled, why the product I’m familiar with is still a great option, and what new product was in the works that would combine the strengths of both.
It was very informative, and absolutely the same kind of conversation I hear from highly trained rental salespeople recommending equipment to customers. Make sure your sales team knows what equipment you have and its “features” but also why an item is going to benefit your customers.
Don’t be pushy. This one speaks for itself. It’s always a relief when you don’t have to defend your choice not to pursue or purchase an item. In a conversation with one vendor this year I heard him make the surprising suggestion that his product may not be a good fit for certain kinds of rental businesses. It wasn’t that the product was bad, simply that he recognized the strengths of it and where those would be useful—as well as where they wouldn’t.
Luckily rental businesses stock far more products than this salesman’s single offering, so it would be rare that your salespeople would be recommending they don’t do business with you. Make sure your sales team knows how and what to recommend to customers, and that they also know when to stop.
Teach. The suppliers at the show may be frequently seen looking over numbers and sales forms with prospective customers, but they’re even more likely to be spotted demonstrating their products. While this is certainly going to attract more attention to their booths, it’s also a great opportunity to teach clients how to use the equipment and show off features. If a picture is worth a thousand words, how valuable is their time spent hands-on with a new product?
The same principle holds true for your rental customers. How happy will they be if they rent an item based on its impressive capabilities and spend half their time trying to figure out how to use it? Your employees can transform a frustrating experience into a pleasant one for customers and keep them using the items they rented rather than looking for help on their phones.
Build Relationships and Be Loyal. There are certainly several other lessons to be learned from talented supplier sales personnel whether at a tradeshow or when they visit. I remember learning the importance of building relationships with the men and women who represented the manufacturers. I remember the genuine interest and helpfulness of these salespeople who came to our rental company to help us become more successful. I also learned the importance of being loyal to trusted suppliers of great rental equipment.
With so many suppliers competing for the capital you have available to invest in inventory, sometimes it is tempting to switch manufacturers because it costs a little less. Sometimes the wait times for products necessitates switching. But quality (and service) does matter and often great quality can come with a higher price. Reward your chosen suppliers with your loyalty through continued purchases whenever possible.
