The Internet has come a long way in a few short years, when skeptics were comparing it to the Hula Hoop. Today, there is no question that e-mail, e-commerce and the like will be legitimate business tools well into the next century.

Many rental companies have discovered myriad specific benefits to being connected, from overseas inquiries regarding used equipment sales to better communication between salespeople. On a more general level, the Internet's World Wide Web has provided the industry two important, tangible benefits, according to Chuck Frey, strategic information director for the Construction Industry Manufacturers Association, Milwaukee.

First, the Web has provided cost reductions in the form of lower printing and distribution costs for literature, as well as decreasing costs for photo copies, postage, and telephone and fax usage. "For many companies, it's often easier to reduce costs rather than increase gross revenues," says Frey.

The second benefit is improved customer satisfaction. Effective Web sites give customers better access to product availability and support information anytime, even when your rental center is closed. Frey adds that e-mail feedback and online surveys "could help you uncover unmet customer needs." Has anyone ever heard of a Hula Hoop that could do all that?