This is one of the most challenging points in our industry's history. Manufacturers are struggling with diminishing margins and sales. Distributors are facing a dramatically changing role as national rental companies have taken a more dominant position in the equipment marketplace. And rental companies are facing severe rate pressures in the midst of an overall economic downturn. New equipment sales are slow and don't figure to pick up in the immediate future. After last month's terrorist attacks in New York and Washington D.C., the economy faces even greater challenges. We are just beginning to find out about some of the ripple effects that weren't immediately obvious as we watched smoke billowing out of those huge towers. Many people hoped that the fourth quarter would mark the beginning of a recovery, a word that now brings to mind clearing debris and bodies out of massive piles of rubble.

Every company must find its own strategies and solutions to bring them through difficult times, but usually the biggest challenges businesses face have to do with finding ways to become closer to their customers.

At last month's Associated Equipment Distributors Executive Forum in Chicago, Tony Worthington, director of customer support for John Deere Construction Equipment, said whoever touches the customer the most wins.

The best marketing always involves repeat contact. For example, he said, if you're regularly doing preventive maintenance on a machine at a job site, you'll notice when that machine needs a new starter, battery or tires, putting you in the position of providing the replacement. The more often, he says, that you can actually provide a service, however minimal, the more that customer will think to turn to you in time of need, for big services as well as small.

This principle is applicable to any facet of equipment rentals. Worthington points out the value of customer satisfaction surveys, for example. Not only are these valuable to find out how to improve your business, but you are demonstrating to your customers that you value their opinion. And you are creating an outstanding communication opportunity. When a customer fills out the survey, call them back and thank them for taking time to express their concerns and their interest. Give them a thank you gift as an incentive to fill out the survey, even if it's something small like $5 off or 5 percent off their next rental.

Worthington also suggests ideas we might often dismiss as corny, such as a birthday card or just a regular call from the owner asking how they are. I suggest offering special packages, such as landscapers' or roofers' specials, combination packages or frequent renter incentive discounts.

The more frequent your communications with and service to your rental customers, the better. And your willingness to change and adapt as their needs shift may be the key to your survival and viability in the months ahead.