EYE ON RENTAL // BY DICK DETMER
ENHANCING Customer Relations
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here isn’t enough emphasis on the quality of customer relations in almost every business in our country. Certainly, many factors influence this, including the hectic time of the year, the labor market, etc. However, I am convinced that enhancing the customer’s experience with your rental company can help differentiate your company from competitors and significantly increase income, growth and profitability. Here are some key points for your consideration: ■ Focus additional attention on first impressions. Over-the-phone first impression training, for example, should include smiling as well as the most professional use of questioning, respect, timing, conversation tempo, sounding friendly (even on hectic days) and other skills that your competitors are not likely well-versed in. ■ Another important aspect of customer relations is the “walk-in customer” first impression experience. Customers should be greeted immediately and in a professional and upbeat fashion. It is amazing how often customers don’t even receive a “hi” from employees. Employees should greet customers with a smile. Remind your team that smiling is not just a telephone skill. ■ All employees who have contact with customers should consider themselves as “customer relations professionals.” Your staff may not
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be giving your customers the professional treatment that you know would be highly effective in growing your income and company. ■ Everyone is a salesperson. Stress that every team member is involved in growing the company. Certain positions require far more intensive rental salesmanship training, of course. When I train employees in the sales techniques that I’ve developed, I always stress the importance of not being a “pushy salesperson.” ■ Enhance your team’s nonverbal communications. There are huge customer relations enhancement opportunities in this overlooked area. For example, slight facial expressions, grooming and posture changes can improve the chances your company’s message of care, concern and quality will be received by your customers as you intend. ■ Redouble efforts to train your team in product knowledge and project application of your rental equipment. Also, make sure employees know how to look up information quickly. ■ Reduce mistakes and increase efficiency. Customers put a high value on a mistake-free and a highly efficient experience at a rental company. Even though your company has its own methods to reduce the chances of mistakes happening, these methods may not be enough. Few have invested enough in the customer relationship and communication skills of their staff. Remember, enhanced preparation of your staff to excel in professional customer relationship building, rental salesmanship and becoming much more efficient will lead to future company success.
Dick Detmer is a nationally recognized consultant, lecturer and writer with 40+ years of experience in the equipment rental industry. In 2018, he celebrated the 30th anniversary of his business, Detmer Consulting Inc., and his column in Rental. Dick can be contacted at dick@detmerconsulting.com, (309) 781-3451 or by visiting his website www.detmerconsulting.com.
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