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Editor’s Note: The following is part two of a piece written by Barry Himmel, senior vice president of Signature Worldwide. In the first installment, published in the January issue of Rental Product News, Himmel explained how promoting effective customer service can generate profits for your rental business. In part two, he outlines how to get employees on board.

Rental equipment companies having a customer-focused staff excel and capitalize on opportunities created by their team’s effort. The end result is a happy customer, leading to repeat business and an edge over the competition.

But creating a customer-focused culture takes time and effort. It’s not simply about pushing sales and services. It’s about teaching employees to ask the right questions and providing them with the knowledge to answer even the most difficult questions. Providing "legendary" customer service requires building a unique culture focused on meeting and exceeding the needs of your customer every time.

To help your team build a culture focused on customer experience, keep the following important details in mind:

Cement a great relationship. Make sure your employees know that a customer-focused culture means not only increasing sales but providing excellent customer service by anticipating and acting upon your customer’s needs. Many employees, especially those at the counter, feel pressure when they hear the word "sales." Managers have to focus on overcoming negative perceptions about selling. Teach your employees that selling is actually "helping people to buy." This approach works better with employees, and you will find yourself surprised at the excellent results as technicians and inside sales staff discover your client’s needs, offer helpful solutions and provide customers informed decisions about what products and services are needed.