By Dick Detmer – Detmer Consulting Inc.
There are a lot of parallels between the people selling equipment to rental companies and those who are destined to rent it out later.
I have been thinking about all the friendly faces of both rental company owners and suppliers I met during this year’s ARA tradeshow. It struck me that there are a lot of parallels between the people selling equipment to rental companies and those who are destined to rent it out later. We can all learn a lot from some of the sales professionals who work on behalf of the suppliers to rental companies.
Know your products. When talking with one salesman about a new product his company was offering (which appeared to be a less expensive alternative to a product I’ve recommended for years) he was able to tell me clearly what niche it filled, why the product I’m familiar with is still a great option, and what new product was in the works that would combine the strengths of both.
It was very informative, and absolutely the same kind of conversation I hear from highly trained rental salespeople recommending equipment to customers. Make sure your sales team knows what equipment you have and its “features” but also why an item is going to benefit your customers.
Don’t be pushy. This one speaks for itself. It’s always a relief when you don’t have to defend your choice not to pursue or purchase an item. In a conversation with one vendor this year I heard him make the surprising suggestion that his product may not be a good fit for certain kinds of rental businesses. It wasn’t that the product was bad, simply that he recognized the strengths of it and where those would be useful—as well as where they wouldn’t.