What Makes Rental Businesses Seem Professional?

I remain a firm believer in the massive growth and profitability power of a visually impactful and well-designed showroom, an efficient warehouse and a production-focused service area.

Dick Detmer

I was asked to give my thoughts and opinions concerning “what makes a rental company seem legitimate and professional."  The editor of this magazine, Jenny Lescohier, wrote in the June/July issue of her satisfying rental experience from a rental company which operated out of a storage unit. Even though I have never been to this company, I believe there are a relatively large number of rental companies that at one time had a very meager facility in their history.

Two of my rental company customers, for example, had their beginnings operating out of storage units. For them, storage units were necessary stepping stones. They had started their businesses years before I worked with them. They improvised and made do with what they had to work with. These talented and very professional individuals grew their companies tremendously through their diligence, hard work and by implementing increasingly sophisticated facilities and other systems. Many of you have had remarkable success as well and deserve to feel proud of your accomplishments.

Not very long ago it would have been almost unimaginable that big box home improvement centers (with their relatively stark warehouse appearance) would be able to compete successfully in the age of retail-looking hardware stores. But they succeeded and now dominate traditional retailers in many markets. Change happens.

Certainly, the internet has helped to transform how customers view rental companies in their market area. One could argue that the cost of entry into legitimacy has been lowered by the low cost of having a website. On the other hand, perhaps in this age of online shopping, advertising and searches, the nontraditional companies have turned more people onto renting and are increasing business opportunities for all rental businesses in their market areas.

I remain a firm believer in the massive growth and profitability power of a visually impactful and well-designed showroom, an efficient warehouse and a production-focused service area. Some business owners might not know the value of these investments or for a wide variety of their own reasons, might not choose to make these investments. Business models differ widely just as there are different reasons why individuals start their rental businesses. 

I believe that everyone should do what they can to promote more professionalism in our industry. The age, condition, selection and quality of your rental fleet; the knowledge and skill level of your staff; the processes and procedures of your company; and a host of other important factors all influence the degree to which customers view your company as legitimate and professional. 

Keep it fresh

There are so many opportunities to build an even more professional image. One example that's critically important is keeping the rental equipment fleet fresh. It's wise to periodically take an objective, in-depth analysis of your entire fleet. (I assist my customers at least once a year with this very important activity.) The costs associated with growing and maintaining a “fresh fleet” are high and getting higher, but it's so important to the continued growth and prosperity of your company to make more precise inventory decisions that are based in large part on an accurate, objective analysis.

In conclusion and in my opinion, it's wise to continue to invest in your rental company’s professionalism. Always remember, however, that there are different approaches to operating a rental business. What is traditional and normal to some might not have the same importance to other rental business operators. In the end, the customer is the one who determines whether or not a rental company is worthy of his or her patronage. Isn’t it fascinating that our industry has so many facets? Isn’t it exciting that rental company owners and operators are experimenting with different ways of doing things? It certainly would be boring if all businesses were identical. 

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