By Dick Detmer – Detmer Consulting Inc. – For ConstructionPros.com
Many successful rental companies re-invent or re-define themselves. Remember, significant changes to what you are doing and how you are doing it can often yield amazing results. Thoughts, opinions, reminders, and examples on standing out from the crowd.
It is very important to identify why customers should do business with your rental company instead of going to a competitor. After running your business for years it’s easy to think that customers must instinctively know your company’s distinguishing characteristics. New potential customers certainly have choices of where to rent so it is wise to promote the advantages of doing business with your company.
Just believing you’re different from competitors isn’t enough. Your staff should receive consistent reminders of what differentiates your company from the others. Identify and then reinforce your company’s core values. Don’t assume that customers, even ones who have been doing business with you for years, have always received the level of service you expect from your team. Show them why they should continue coming to you.
Most of your customers don’t know all that you have to offer. In addition to publicizing in various formats, it is also important to continuously demonstrate the differences that set your rental company apart. For example, your company’s customer service should be better defined and demonstrated repeatedly, not only for solicitation of more business (from existing and potential customers) but also for use in teaching the culture of great customer service you want from your entire team.