EYE ON RENTAL //
BY DICK DETMER
CREATING
a Professional Image Columnist Dick Detmer explains how rental companies can put forth a professional image by sprucing up their showroom and educating employees. @theevening.stock.adobe.com
I
think this month’s focus on power generation equipment highlights the importance of educating employees. Employees need to know more than just a few simple basics to effectively recommend the power generating equipment and accessories needed by customers. Employees should not solely hope that customers know what they need or assume that customers don’t need any helpful information from rental company employees. You want your company to have the professional image of employing staff members who are very knowledgeable, especially involving technical equipment like power generation. Your company will tend to rent more of this equipment and have fewer service road calls. Speaking of creating an even more professional image, I want to focus attention on what may be a neglected, but very important topic: the visual image of your showroom. Now that the pandemic lockdowns appear in the rearview mirror and more and more customers feel comfortable going into businesses, this could be an excellent time to plan a significant showroom upgrade. I have always suggested that modernizing the visual image of your showroom should be done at least every five years, but I assist some of my customers in doing this every two to three years. Designing and laying out
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your showroom requires careful consideration. Your showroom sets the stage for the customer experience. The rental business showroom gives many impressions not just about what your rental company offers in the way of equipment, accessories and related retail merchandise, but it also tells the customer what type of service they are likely to receive, and it should build confidence that they will be receiving quality information, service and equipment. If your design and implementation is professional, it builds trust and respect. Certainly, the internet has helped to transform how customers view rental companies in their market area. Perhaps in this age of online shopping, advertising and searches, some rental companies may feel that having an attractive, customer-friendly and well-designed showroom may not be necessary, but I still believe that a rental company’s showroom’s visuals, signage and store exterior presentation are as important as ever. Speaking about deliveries, take a fresh look at your trucks and trailers to be sure they have professional signage and generally look sharp. Remember, little things mean a lot, so keeping your
vehicles clean should be a priority. Below are a couple additional elements of an effective showroom: ■ Traffic flow includes the organization of equipment and merchandise, aisle configuration, etc., and involves how customers are led through the showroom. In most cases, customers come in to rent something, not to shop, so they tend to make a beeline for the counter. Slow them down a bit and show them the possibilities. It’s a great way to plant seeds in their minds for their next project or job, which creates repeat business. ■ Lighting and color make a huge difference in the effectiveness of your showroom. Most rental showrooms are too dark. The light fixtures are old and inferior, and the lighting is far too dim. It’s like walking into a cave. One of my strategies is to begin with very light-colored walls, which provide a great contrast to equipment and allows it to stand out. I recommend having an almost-white floor that is kept clean and shiny, and ceiling tiles should be clean and white.
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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