Make Sure Employees Get and Stay Educated on Equipment

One of the primary indicators of the strength of an equipment rental company is the degree that its employees are truly educated on its inventory. I have been asked to share some thoughts dealing with the subject of equipment knowledge and its importance in today’s competitive marketplace.  

As a former college educator for a program devoted to preparing many hundreds of students for careers in the equipment rental field, I have designed curriculum for the rental business. (I was a full time instructor and program head as well.) Even 30 years later, I am still educating the employees of rental companies and designing training systems for them on behalf of owners of rental businesses.

One of the most important keys to having a successful equipment education program is that it must be structured. The “learn as they go” program is not a system – it’s a recipe for having employees being unprepared to maximize daily opportunities to make the company much more revenue and profits. The most effective and efficient method to educate employees is to have a real equipment education system.

It is vitally important to ensure that your employees are educated on all the various types of equipment in your inventory. Here are just a few of the many benefits of providing this type of education to your employees:

• It helps them to become better solutions providers. Undereducated employees are not likely to ask the appropriate questions to match the customer’s need with the correct piece or pieces of equipment. Undereducated employees are not going to have the knowledge to advise customers on the proper “dos and don’ts” when operating the equipment.

• It helps to reduce damage to your equipment. Again, properly educated employees will be able to know the correct applications of each item and will be able to advise customers accordingly. This reduces the chances that the equipment will be used for projects that would injure the equipment. Also, this knowledge is useful in helping to prevent potential injuries to your customers as well.

• It makes the employee’s job more interesting and satisfying which helps with your staff retention efforts.

• When employees are more educated on the equipment, they are more likely to "suggestive sell" additional related rental items to customers and are better equipped to upsell.

• Customers like doing business with rental companies that have employees who know what they are talking about. So, better equipment-educated employees leads to more repeat customers.

All equipment rental companies should have a system to get their employees educated on their inventory, but most rental companies do not have one. The justification for developing a customized educational program that is right for your company, your team and your inventory is so compelling. And even though the benefits of having a structured way to bring a new employee up to speed and keeping them up to speed have always been there, the need is more acute now. The growing rental industry needs more employees and there is a shrinking pool of qualified candidates from which to choose. In today’s economy there is immense competition for employees and the challenge to obtain and retain the best people for our industry is bound to become even tougher.

I believe that even those who believe that they presently have an inventory educational system would be wise to have a comprehensive system and clearer, expedited path to educating their employees.

With all of the compelling benefits of educating employees (and keeping them educated) on the vast array of equipment in your inventory, make this one of your company’s priorities. Developing and implementing this educational system is well worth the investment.