Customers like doing business with rental companies that have employees who know what they are talking about. So, having a better equipment-educated staff leads to more repeat customers and greater profitability. Remember, a “learn as they go” program is not a system–it’s a recipe for employees being unprepared to maximize daily opportunities to make the company much more income and profits. So, be sure to develop and use a structured equipment education program.
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 benefits:
- 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. Also, undereducated employees are not going to have the knowledge to advise customers on the proper “do’s and don’ts” when operating the equipment. I have observed that far too many employees in rental companies only know the names of the rental items and are in dire need of more education dealing with proper job applications, proper use, accessories and other valuable information that customers desperately need.
- 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 damage 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. If employees feel confident and strong in the performance of their duties (and are continuously learning new things) they tend to stay longer.
With the many compelling benefits of educating employees on the vast array of equipment in your inventory, make this one of your company’s priorities.
Here are a few of my other thoughts and opinions about this important topic:
- Involve everyone in your training effort. It is natural to think that training should be only for the lowest performers. Everyone, including your star performers, should receive advanced training.
- Develop and use a comprehensive training program designed exclusively for your company.
- Make education a real priority. Set up a schedule that makes sense.
- Use repetition in your education effort. Proper education is not a “one and done” event.
- Let the “students” know what is in it for them. Also remember that education itself can be very motivating when performed correctly.
- Stress the basics first.
- Don’t assume that those who have some rental experience are well prepared. They may not have the skills of well-honed professionals.
- Be careful who you assign as the teacher. Don’t have the newly hired employee assigned to just anyone. Be confident that what is being taught and how it is being taught is of the quality you need going forward.
- Be sure that your managers receive management education. As I mentioned in last month’s column, far too many managers do not have the leadership skills needed to take your company to the next level. Most have no formal education in the subject at all. However, I have found that most can become proficient with proper coaching.
- Be certain that those receiving specialized education are teachable. You may be attempting to make a round peg fit into a square hole. Size up each person’s potential as objectively as you can.
- Teach them how to be safe on the job and specifically what they must do to help keep others safe.
- Test to make sure the education “sticks.” Reteach where and when needed.
