Acts of Caring Set 'Rental Business Heroes' Apart

More than 15 years ago a rental business owner that I had assisted years before helped one of my college-age sons. My son was driving back to his university on a hot summer day when his (my) car broke down along an Interstate Highway. My son was using my car to take his belongings to his out-of-state university. The car broke down a short distance from the rental company owned by this gentleman. I made the connection when my son mentioned that he saw the name of the next city on a highway sign shortly before the car stopped working. I immediately called this rental business owner to find out if he could recommend a reliable car repair shop in his town that I could have the vehicle towed to so it could be repaired. I was on a business assignment over a thousand miles away so I wasn’t able to arrive quickly enough to help out my stranded son.

Not only did this very kind rental business owner refer a qualified repair facility but he also insisted on driving out to pick up my son on the Interstate Highway so he wouldn’t have to be out in the blistering hot weather waiting for the tow truck to arrive. The end of the story is that my son was rescued and the car was towed to a reputable repair facility. He and his belongings were later transported safely to his university. This rental business owner was such a nice, caring person. I believe that his rental customers also receive this level of thoughtfulness. I bet they are confident that if they run into a snag, he will go above and beyond for them too.

Heroes walk among us

It certainly would be easy to become cynical as there will always be customers who will complain or show contempt even after receiving exceptional care from you and your team. Yes, it certainly is frustrating to put everything you have into doing the right thing only to have your customer act the way they sometimes do.

But it is extraordinary actions like those of this and other rental business owners I know that make a lasting impression on customers and bring out the best in all of us.

Another extraordinary act of caring

One of my rental business owner customers was among the first responders to the horrific 9-11 terrorist attack on the World Trade Center in New York City. He and his company provided equipment, service and supplies on the site in the hours, days, weeks, months and years following the massive disaster.

I know for certain that this selfless equipment rental business owner breathed in toxic dust in the days following the burning and collapse of the twin towers. When I saw him last he still had breathing problems as a result. But, like all true heroes, he remained humble.

I was invited to view (and photographed) the initial phases of the rebuilding on the site in 2010. The rental business owner introduced me to the gentleman in charge of the entire project. I could tell that the rental business owner and this VIP had a fabulous working relationship built on mutual respect and admiration. What a thrill for me to see these trained professionals in action. But I was also emotional remembering the scene of the jets striking the buildings on television and the awful massive death and destruction that occurred on this site.    

The hero in you 

For many business owners, negative customer interactions might come more easily to mind than positive ones. Just think of the countless customers you have saved from financial hardship, embarrassment, as well as possible physical pain or other discomfort. Your thoughtfulness and high degree of caring caused you to invest the extra time and resources to help customers in need. Many of you have been rewarded with prosperity if not always recognized publicly for your extraordinary efforts.

The nature of the equipment rental business is helping people. Your customers come to you needing something - equipment, advice, encouragement, or maybe just basic how-to information. The manner in which you elevate your help to hero status when the need arises sends a powerful message. Even though your help was “just the right thing to do,” given the circumstances, and you didn’t do it for praise or thanks - you never know when your actions will make a deep and lasting impression on someone.

Isn’t it wonderful to know that there are so many equipment rental business operators who are such caring people - and will gladly help if you are ever stranded?