It sometimes seems like rental companies are like delivery services: when they arrive on time, every day, no matter what the weather, they're heroes. If they make a drop too late or bring a damaged package, just once, customers look to alternatives. While there are relatively few options in delivery services, rental operations are plentiful, and contractors can afford to be particular when choosing an equipment source. That's why it's important to deliver dependable equipment as needed.
For some contractors, selecting an exclusive rental partner can be an exhaustive search. Pete Coe, owner of SureWeld Welding, Lakeland, Fla., recalls his hunt for a reliable supplier of welders, scissor lifts, generators and other equipment he used regularly when he first started his business.
“There were places that didn't deliver the equipment on time. Other stores' equipment would break down on a regular basis,” Coe recalls. Just when he thought the service couldn't get worse, it did. “There was one store that would deliver broken-down equipment to a site.” Obviously, Coe continued his search until he found a company that got him well-serviced equipment quickly.
Joe Frederickson, owner of Creative Earth-scaping, North Lake, Wis., feels that the test of a good rental company is timing — how fast the equipment can get there. The skid steer loaders he rents are vital to his business. “Keeping the guys rolling is important,” he notes. “It really helps us to have quality equipment delivered to our jobsites. We usually rent a month at a time, which includes machine maintenance and any service we need in the field.”
While most contractors, big and small, differ slightly as to what goes into good customer service, they all agree that if a rental company isn't providing it, they won't go there unless there is no other choice. And there usually is.
But a solid relationship goes deeper. Ongoing customer consultation on equipment needs and superior service are really what set rental operations apart. Sometimes, just delivering the machine is not enough. “As members of the construction community, it is important for rental centers to provide quality equipment in a timely manner,” said Robert St. Jacques, regional sales manager for Scottsdale, Ariz.-based Rental Service Corp. “From the initial call to jobsite delivery, then from pickup to billing, we need to make it as easy as possible for our customers.”
Knowledge
It goes without saying that contractors know their business. But, they may not claim to be experts in equipment acquisition. Most would admit to appreciating rental center personnel who ask questions about their job needs and are able to offer recommendations.
“I expect them to ask me about the application I intend to use the equipment for, give me suggestions on better ways to match the right tools to the job and to keep me informed about any new equipment and accessories available for rent,” Frederickson says. He believes that his rental store personnel's equipment know-how is as valuable as the machinery. “They also make a point of training me on safety and operations issues so that I can make sure my crew is being as safe and productive as possible.” In short, the rental company helps Frederickson improve his business.
“Sometimes it's just a matter of consulting with our customers on what makes a certain piece of equipment right for the job,” says David Klingaman, district manager for RSC. “Customers should always rent a machine that not only matches the application, but also the operator. If the customer has an operator who is accustomed to using a two-lever wobble stick control, and they rent a piece of equipment that has a three-lever foot-wing control, the operator is most likely going to lose productivity. As a rental source, we are able to meet the needs of the job, the operator and the owner.”
A successful contractor often needs to be a jack-of-all-trades so that he can bid on a wide variety of jobs. That has worked for Coe in Florida, but it also requires that he can get his hands on a lot of different equipment and know it will do the job. His rental contact comes through on both counts. “I can tell him what we are trying to do on a job, and he'll help me decide on the right piece of equipment,” Coe says.
Rental companies can offer solutions to help increase contractors' efficiency. The key is to be aware of their customers' ongoing equipment needs. These professionals understand the importance of getting accurate, current information and they expect news on equipment innovations, safety tips, operational considerations such as attachments they might need and other pertinent facts.
Price
No business survives without working to increase revenue while decreasing costs. Interestingly though, few contractors will make price the top priority. In most cases, an overall relationship revolving around customer service and partnership seem to be much more attractive. But, that's not to say costs don't figure into the equation at all.
“The lowest price will not necessarily equal lowest cost,” said Bill Armstead, regional sales manager for RSC. “The rental rate may be attractive, but if the equipment is in questionable condition, it may end up costing the customer more in downtime and service. The cost of labor, parts and downtime quickly add up.”
The price customers could pay for renting the wrong piece of equipment ranges from loss of jobsite productivity all the way to downtime caused by machine stress. Downtime delays can wind up costing the contractor wages, fines and jobsite penalties.
Frederickson, for example, likes to have his costs laid out before he rents. When he is renting skid-steers, he wants to know what the rental rate is for each size. When it comes to attachments, he wants to know which attachments are included in the original price, and which he'll have to rent separately.
Many rental companies take on the responsibility of being the customer's equipment “expert”. Their inside and outside sales personnel probe their customers with questions about the intended application, length of rental and jobsite conditions to help the customer match the right tool to the job, at the right price.
The rental advantage
Professional contractors prosper by managing their work, time and expenses carefully. They want to do business with a rental company that understands this basic fact.
The old adage says, “You only have one chance to make a first impression.” What do contractors want? The answer: useful information and consultation, sound equipment, competitive price and terms, and good customer service. That includes keeping the equipment and their crews working.
Many rental houses have earned and maintained customers' trust and business by providing what their customers want. The bottom line, according to Frederickson is, “Find someone you can trust and stick with them.”
Amber Reed works in public relations with Two Rivers Marketing, Des Moines, Iowa.
