What Makes You So Special?

It's very important to identify why customers should come to your rental company instead of going to a competitor, although it's normal to think that customers must instinctively know your company’s distinguishing characteristics. It’s likely that your company is not as large as one or more of your regional or national competitors, but then again, bigger is not always better. New potential customers certainly have choices of where to rent, so it's wise to actively and consistently promote the advantages of doing business with your company.

The first step

I believe a powerful mission statement that accurately describes your company’s goals and intentions is a necessary first step. I have assisted many of my customers in developing mission statements for their rental companies. This statement focuses your team’s attention in the direction that will lead to greater success for your company. A proper mission statement also helps to identify and promote the distinguishing characteristics between your rental company and the others in your market area. It can also be a valuable addition to your website and other marketing tools.

Set your business apart

Here are some additional ideas for setting your business apart:

• Don’t just say “customer service” is your rental company’s distinguishing characteristic. I have found that almost all companies (including the large chains) claim to be the best in this attribute – even companies that are horrible at it. Your company’s customer service should be defined more clearly, not only for potential customer consideration but also for use in promoting an ultra-service culture to your staff.

• Be nice. Communicating your distinguishing advantages should be done in a way that doesn’t sound like you are bad mouthing your competitors. Seek professional marketing guidance to be sure your message is positive and in no way sounds as if you are indicating hard feelings toward competitors.

• Don’t become complacent. If your company’s strength is your breadth of inventory or the age of your fleet, for example, be certain that you keep this competitive edge with appropriate equipment additions and replacements.

• Make your staff one of your biggest strengths. Of course, almost all rental companies believe that their employees are significantly superior to those of their competitors. It's good to have pride in your team, but be certain to take the necessary steps to convert this feeling into reality.

• Be prepared. When I work with rental companies I promote preparation for the uncertainties that the future might bring. Remember that when the local and national economies are positive and healthy, almost all rental companies in a market area do well. Like the rising tide that lifts all ships, many of your competitors might be doing well too. That’s fine, but when the economy takes a dip or worse, what (besides a strong balance sheet) will keep your ship riding high? Certainly, part of the answer is a strong culture that differentiates your company in your market area. But, whether the economy is strong or weak, you want customers to do business with your company.

So, remember the importance of figuring out what makes your company special and developing and enhancing your niche. It is particularly essential for small businesses to highlight something to make consumers want to go to them over others – especially the more well-known chains.

And finally, be proactive in making your strengths even stronger. Don’t rest on your laurels. Instead of assuming that your customers and potential customers are well aware of the distinguishing advantages of doing business with you, be sure to continuously remind them.