In the United States and Canada, the role of a rental sales rep primarily involves convincing customers to use his or her company's rental services rather than those of competitors. The sales rep works to convince contractors that his company offers a broader inventory, that his equipment is better-maintained, that his company will deliver the product on time and that his service staff will respond immediately in case of breakdown. And - whether they admit it or not - many reps compete by promising lower rates.

But in a small Third World country such as El Salvador, a sales rep's role is different. The rep still has to promote his company's ability to provide services. But for the most part, his competition is not the dozen other rental companies going after the same business.