Rental June/July 2021 by ForConstructionPros.com

SNEAK PREVIEW TRENCHER BASICS What to consider when evaluating your rental fleet

June/July 2021

RENTER’S REVIEW A DIFFERENT KIND OF RENTAL SPECIAL SECTION

THE BIGGEST CYBERSECURITY THREATS FOR BUSINESS OWNERS Find the latest news at www.ForConstructionPros.com/RENTAL

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6/2/21 10:19 AM

RIGHT-SIZED OPTIONS FOR EVERY JOBSITE

Working at Height

Heavy-Lifting Applications

Work-Anywhere Hybrid

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VOLUME 43 ISSUE 5

JUNE/JULY 2021

Rental Editor Alexis Sheprak strays from the usual path with an opportunity for a trailer rental that puts local rental companies to the test.

COVER: A RENTER’S REVIEW

LIKE YOU HAVEN’T SEEN BEFORE

LAWN & GROUNDS

Pedestrian Trencher Basics: What to Consider When Evaluating Your Rental Fleet

IN EVERY ISSUE 04 Everybody’s Business 06 Market Watch 08 New Products

38 Industry Update 42 Eye on Rental

LAWN & GROUNDS

Choosing the Right Trencher for the Job

TECH & SOFTWARE

The Biggest Cybersecurity Threats for Rental Business Owners

TECH & SOFTWARE

Telematics Takes on Rental

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EVERYBODY’S BUSINESS // B y

Alexis Sheprak

asheprak@ACBusinessMedia.com ™

Time for Rental to THINK OUTSIDE THE BOX

hen was the last time you “thought outside the box?” If you can’t think of an example, maybe this will help. The Wikipedia official definition describes it as, “a metaphor that means to think differently, unconventionally, or from a new perspective.” And as cliché as it is, putting that simple phrase into motion can pack quite the punch in terms of changing you or your business’ direction. Take our story, How Telematics Solutions are Aiding Equipment Rental, on page 32. It mentions a report called, “The 2021 State of Connected Operations Report: Customer Insights and Trends,” and highlights how successful implementation of technologies like telematics lead to increased safety, efficiency, productivity, and cost-savings. This is a perfect example of how thinking outside of the box and getting out of your comfort zone by trying new things can help your business. In fact, the report shared how 90 percent of respondents said telematics has allowed them to focus their time on other tasks to improve their bottom line. Companies should also consider thinking outside the box when it comes

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PRODUCT NEWS INSIGHT ■

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www.ForConstructionPros.com/RENTAL Published by AC Business Media 201 N. Main Street, 5th Fl Fort Atkinson, WI 53538 (800) 538-5544 www.ACBusinessMedia.com

Publication Staff

to software and data protection, too. If the past year has taught us anything, it’s the prevalence of digital methods for both communicating and business. What you currently use may work just fine, but thinking outside the box can help you find the right rental software for your needs and help increase your income. Another great example of thinking outside the box is our Renter’s Review (RR) on page 12. When approaching this year’s feature, I came to the conclusion that I was going to have to do something a little bit different than what our readers might be used to. I won’t lie to you; I was nervous about stepping out of the proverbial Rental comfort zone. But I am not one to shy away from a challenge. A fun fact about me is I love to try new things. Foods, cities, adventures, etc. I enjoy tiptoeing outside my norm because I usually find something amazing in the process. So, with RR, I did just that. I had a story, and I ran with it. The situation itself and the equipment rented were both on the more unconventional side of things, but it afforded me the opportunity to present a fresh perspective that I might not have otherwise been able to. And that’s what thinking outside of the box does. It challenges you, and creates opportunities, new avenues for success and growth, and changed outlooks. So, fill me in. How have you thought outside of the box recently? What have you done differently? You can shoot me an email at asheprak@ acbusinessmedia.com. As always, stay safe and stay strong.

Publisher

Eric Servais eservais@ACBusinessMedia.com

Editor

Alexis Sheprak asheprak@ACbusinessMedia.com

Columnist

Dick Detmer

Senior Production Manager

Cindy Rusch

Art Director

Willard Kill

Audience Development Manager Angela Franks

Advertising Sales (800) 538-5544 Kris Flitcroft

kflitcroft@ACBusinessMedia.com

Sean Dunphy

sdunphy@ACBusinessMedia.com

Nikki Lawson

nlawson@ACBusinessMedia.com

Megan Perleberg

mperleberg@ACBusinessMedia.com

Tadashi Soma

tsoma@ACBusinessMedia.com

www.ForConstructionPros.com Editor

Larry Stewart lstewart@ACBusinessMedia.com

Managing Editor

Kimberly Hegeman khegeman@ACBusinessMedia.com

Change of Address & Subscriptions — PO Box 3605, Northbrook, IL 60065-3605, Phone: (877) 201-3915 Fax: (847) 291-4816 • circ.rpn@omeda.com List Rental — Bart Piccirillo, Sr. Account Manager Infogroup Media Solutions (soon to be Data Axle) Phone: (518) 339 4511, E-mail: bart.piccirillo@infogroup.com Reprints — Megan Perleberg, mperleberg@ACBusinessMedia. com

AC Business Media Chief Executive Officer Chief Financial Officer Chief Digital Officer Chief Revenue Officer VP Audience Development Director of Digital Operations & IT Director of Digital Strategy Group Content Director

Ron Spink JoAnn Breuchel Kris Heineman Amy Schwandt Ronda Hughes Nick Raether Joel Franke Jon Minnick

Published and copyrighted 2021 by AC Business Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage or retrieval system, without written permission from the publisher. SUBSCRIPTION POLICY: Individual subscriptions are available without charge in the U.S. to rental centers, equipment distributors, and other businesses with rental departments. To subscribe please visit www.ForConstructionPros.com. Publisher reserves the right to reject nonqualified subscribers. One year subscriptions for nonqualified individuals: U.S. $35.00; Canada and Mexico $60.00; and $85.00 all other countries (payable in U.S. funds, drawn on U.S. bank). Single issues available (prepaid only) $10.00 each. Rental (ISSN 2375-9925, Print | ISSN 2471-7657, online | USPS 686-370) is published eight times per year: January/February, March, April, May, June/July, August/September, October/November and December by AC Business Media, 201 N. Main Street, 5th Fl., Fort Atkinson, WI 53538. Periodicals postage paid at Fort Atkinson, WI and additional entry offices. POSTMASTER: Please send change of address to Rental, PO Box 3605, Northbrook, IL 60065-3605. Printed in the USA. Vol. 43, Issue 5, June/July 2021

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MARKET WATCH NEW ARA FORECAST SHOWS EQUIPMENT RENTAL SEGMENT IS RECOVERING

Equipment rental revenue is expected to explode past its peak 2019 totals in 2022 according to the latest forecast released by the American Rental Association (ARA). This is the first quarter that ARA has segmented the updated forecast to include just the construction/industrial and general tool segments. The updated forecast calls for equipment rental revenue to reach just under $47.7 billion in 2021, up 3.1 percent after a decline of 9.1 percent in 2020. However, the forecast calls for a 12 percent increase in construction/industrial rental revenue in 2022, taking the combined total for the two segments up to nearly $52.3 billion. The growth rate is expected to be consistent at between 2 and 5 percent for the next three years according to the forecast with combined equipment rental revenues reaching $57.5 billion in 2025. “The equipment rental segment is moving like the rest of the macro economy from relief to recovery. We are seeing a good uptick in business activity that is going to bring rental revenues back to pre-pandemic levels in 2022,” says John McClelland, PhD, ARA vice president for government affairs and chief economist. “The biggest concern going forward is the slump in nonresidential construction. However, a robust

infrastructure bill from Congress would provide a significant long-term boost to that sector as well.” The ARA forecast calls for construction/industrial rental revenue to grow 3 percent in 2021 to nearly $34.5 billion and then jump 12 percent to $38.5 billion in 2022. In 2023, the segment is forecast to grow another 5 percent to nearly $40.3 billion, followed by growth of 2 percent in 2024 to $41.5 billion and 3 percent in 2025 to $42.5 billion. For general tool, the forecast is steady, calling for a revenue increase of 5 percent in 2021 to $13.2 billion and then growing 4 percent in 2022, and 3 percent during the next three years to surpass $15 billion in segment revenue in 2025. Revenue for both segments is expected to surpass pre-pandemic peak levels reached in 2019 by the end of 2022. “While the overall U.S. economy is recovering strongly, the sectors that drive equipment rental are coming along more slowly. In particular, the nonresidential construction and infrastructure sectors are still contracting and may not see growth until the end of the year. However, leading indicators, such as the Architectural Billings Index have begun to show strong improvement,” says Scott Hazelton, director, economics and country risk, IHS Markit, the economic forecasting firm that partners with ARA to provide data and analysis for the ARA Rentalytics subscription service. “Further stimulus via an expanded infrastructure bill could push growth higher. The key takeaway is that we expect equipment rental revenue to recover to 2019 levels in 2022. It is a multi-year event, with the strongest recovery expected in 2022,” he says. To read more, visit forconstructionpros.com/21427900.

DODGE DATA: NONRESIDENTIAL CONSTRUCTION GAINS CAN’T OVERCOME COOLING IN SINGLE-FAMILY HOUSING STARTS After showing surprising strength throughout much of the past year, single-family housing construction dropped 18% in April, pushing total construction starts down 2% to a seasonally adjusted annual rate of $853.5 billion, according to Dodge Data & Analytics. Gains in both nonresidential building and nonbuilding starts weren’t sufficient to offset single-family’s decline. Regionally, April’s starts rose in the Northeast and Midwest but fell in the West, South Central and South Atlantic regions. “The pullback in single-family construction starts was inevitable after showing exceptional strength over the past year,” stated Richard Branch, chief economist for Dodge Data & Analytics. “Higher material prices, supply shortages and a dearth of skilled construction labor were bound to catch up with housing and will ultimately limit the ability of this sector to show the same rate of expansion this year as it did last.” To read more, visit forconstructionpros.com/21440016.

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STUDY SAYS CONSTRUCTION CONTRACTORS IN SHORT SUPPLY The Institute of Supply Management (ISM) issues monthly economic reports on the manufacturing and services sectors based on surveys with executives in those industries. It’s no surprise that construction is short on workers. What is likely a surprise to many, though, is how much of a problem the labor shortage is to the services sector. Nieves says that the biggest issue survey respondents mentioned in March was the lack of workers available for the construction industry, and as a secondary issue, a shortage of workers for restaurants and food service. “Labor shortages in construction are an ongoing issue,” he says. “Employment numbers could be stronger if we had the labor pool.” Commodities listed as in short supply are construction contractors at No. 1, followed by exam gloves, integrated circuits, general labor, construction labor, temporary labor, and needles and syringes. One survey respondent in the construction industry said they are turning down work because of the shortage. “Consistent with the past year, labor continues to be the biggest issue we are facing,” the survey respondent said. “Finding and retaining labor, skilled and unskilled, is highly challenging and frustrating. As the challenges continue, we are not accepting all the work that we could if we had the labor.” To read more, visit forconstructionpros.com/21415681.

UNITED RENTALS RELEASES Q1 RESULTS, RENTAL REVENUE United Rentals reported their financial results for the first quarter of 2021, including a total revenue of $2.057 billion and rental revenue1 of $1.667 billion. The equipment rental revenue was $1.783 million in the first quarter of 2020, equaling a 6.5-percent decrease. However, the year-over-year change in rental revenue improved each month in the quarter, and March was positive year-over-year. The general rentals segment had an 8.7 percent yearover-year decrease in rental revenue to $1.273 billion for the quarter, and the rental gross margin increased by 20 basis points to 32.3 percent. The rental revenue of the specialty rentals segment, or Trench, Power and Fluid Solutions, increased 1.3 percent year-over-year to $394 million for the quarter, and the rental gross margin increased by 50 basis points to 42.1 percent, mainly due to decreases in temporary labor and fleet repair costs. Matthew Flannery, CEO, United Rentals, said, “We were very pleased with our first quarter results and the strong start to our year, as our key end-markets continue to rebound from the challenges of 2020. Sentiment among our customers continues to improve, and we are well prepared to support them as we enter the busiest part of our season.” He continued, “The recovery that we’ve seen since the middle of last year remains evident across our business, and virtually all indicators point to these trends continuing. As such, we are raising our full-year guidance to reflect our expectations for stronger growth in our core rental business and increased used equipment sales. Most importantly, we are leveraging our significant competitive advantages to add value for both our customers and our investors.” In related statistics, the used equipment sales in the quarter www.ForConstructionPros.com/RENTAL

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increased 28 percent year-over-year, reflecting a strong used equipment market. Used equipment pricing rose for the second consecutive quarter, with used equipment proceeds in the quarter being 49 percent of original equipment cost (OEC), compared to 53 percent in the year-ago period. Recently, United Rentals acquired Franklin Equipment, a rental company headquartered in Ohio. And in April, United agreed to acquire General Finance, a mobile storage rental specialist, with the acquisition expected to close during the second quarter. United has updated its full-year outlook, including the contribution from the acquisition of Franklin Equipment, but not including the impact of the pending acquisition of General Finance Corp. The previous expectation for total revenue in 2021 was in the range of $8.625 to $9.025 billion. Now the company is expecting revenue within the range of $9.05 billion to $9.45 billion. To read more, visit forconstructionpros.com/21403772. 1

Rental revenue includes owned equipment rental revenue, re-rent revenue,

and ancillary revenue.

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PRODUCTS

○ SmartEquip eCommerce Store, Support

○ JLG Telehandler Remote Boom Control The JLG 1644, 1732, and 1075 telehandlers are available with a remote boom control that enables operators to control the boom from outside the cab, providing improved visibility during load placement. • Provides ability for user outside cab to place material at height further onto a building • Can potentially eliminate the need for a person in the cab and one at the location where the material is being placed for improved jobsite efficiency • Wirelessly operate engine startup, boom raise/lower, boom extend/retract, fork tilt up/down and auxiliary hydraulics • Platform docking station required when operating the remote boom control from the fork-mounted work platform www.forconstructionpros.com/21403594

SmartEquip has released two newly configured custom e-Commerce 2.0 technology solutions. SmartEquip e-Commerce Store is specially designed for equipment owners of multiple brands, while the SmartEquip e-Commerce Support for original equipment manufacturers (OEMs) is tailored to address OEMs unique needs for selling their parts and whole goods to both their dealer network and direct customers. SmartEquip e-Commerce Store Features: • A Parts Catalog Library where fleets, dealers, and all other equipment owners of multiple brands can now extend their supplier connections and provide direct access of available parts pricing and support materials to their customers. • Smart Cart Technology that provides real-time availability and pricing along with supersession management, all within the cart. SmartEquip e-Commerce Support Features: • OEMs on the SmartEquip Network leverage their existing catalog integrations to boost sales. • Not on the network? No problem – the catalog implementations make getting started fast and frictionless. • A fully branded environment with multi- or single-branded content, mobile commerce readiness, and payment processing options. www.forconstructionpros.com/21440061

○ General Equipment | FCS10 Gen 2 Floor Stripper General Equipment Company introduced the FCS10 Gen 2 RIP-RSTRIPPER floor covering stripper. The redesigned unit offers new features for improved productivity, operator comfort, and ease of transport. It is an ideal solution for removing a wide range of floor covering materials found on both commercial and do-it-yourself projects. • Compatible with a variety of straight and scoring type blades up to 10-inches wide for use on wood and concrete surfaces • Small, lightweight design (44 pounds without a blade) for productivity in hard-to-reach areas • Anti-Vibe caster wheels for maneuverability, minimizing the amount of vibration experienced by the operator. • New detachable handle design. • Improved flooring material flow over the front of the unit. • Ergonomic all-steel handle has been widened for greater comfort and control. • A 2,300-watt power unit that operates from a standard 15-ampere circuit. • New on/off switch location at the top of the operator handle for greater visibility and easier access.

○ General Pipe Cleaners DRZ-PH-O Drain Cleaner The DRZ-PH-O power drain cleaner from General Pipe Cleaners offers rental customers a quick, clean way to clear clogged sink, tub, and laundry drains in 1-1/4-inch to 3-inch lines. • Weighs 30 pounds • Features variable speed power cable feed for complete control of cable feeding and retrieving at up to 16 feet per minute. • The 4-foot guide tube means you don’t have to touch the cable. • Open cage carries up to 50 feet of 1/4 inch or 5/16 inch, or 35 feet of 3/8 inch, Flexicore cable. • Can be operated horizontally or vertically. • Silent motor for quiet operation. • Pneumatic foot pedal for control of feed and guide hose. • Carrying handle atop the frame for easy transport. www.forconstructionpros. com/21415794

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○ Kubota U48-5 Compact Excavator

○ Genie GS-1432m and GS-1932m The new Genie GS-1432m and 1932m micro scissor lifts offer fullsized performance in a compact, lightweight footprint, with a low total cost of ownership. The machines are a versatile option for nearly any work-at-height application up to 19 feet. • Offer a 500-pound capacity, rated for two operators, with a 32-inch-wide platform. • Features brushless, fully-sealed, and maintenance-free AC electric drive motors, offering a 35-percent reduction in lifetime maintenance costs. • Features Genie E-Drive, making them four times more efficient than traditional hydraulic drive systems. E-Drive enables the scissor lifts to run 30 percent. longer on a single charge while reducing lifetime battery costs by up to 20 percent. • Reduced hydraulic hoses and fittings by 70 percent, meaning there are fewer replaceable or serviceable parts. • Offer real-world 25-percent gradeability and powerful traction for loading and unloading. www.forconstructionpros.com/21427505

○ Crary Industries FC400 Chipper Crary Industries, the manufacturer of Crary Bear Cat outdoor power equipment, has released the new FC400 Chipper. The 4-inch capacity chipper is designed to handle brush materials and small tree limbs. • Powered by a 420 CC Briggs & Stratton XR Professional Series engine with any easy-starting 4L matched belt drive • Gravity-fed operation handles materials efficiently through a 9.85 inch diamond-shaped opening by a 37-pound rotor with four reversible blades • Hinged chipper housing cover provides easy rotor access for blade and machine maintenance. • 10-inch diameter foam-filled wheels • Available with optional accessories, including a ground discharge kit, two-wheel tow kit, a tach/hour meter, and more. www.forconstructionpros.com/21427768

Kubota Tractor Corporation unveiled its newest compact excavator, the U48-5, a tight tail swing model that builds upon Kubota’s U Series with a 5-ton, technology-forward machine packed with advanced features that deliver superior performance, enhanced comfort, and tech options for ultimate operator customization to meet every need and tackle every job. • 11,057 pounds of operating weight • 40.4 gross horsepower • Max digging depth of 10 feet, 8 inches • Bucket breakout fource of 9,304 pounds • Offers a full-digital, full-color, 7-inch LCD screen with an intuitive and easy to use jog dial for single glance access to various functions such as AUX flow adjustment and important maintenance functions • Optional keyless start available, where the engine can be started with a four-digit code and holds up to 10 user passwords for easy start and anti-theft functionality • Features a larger, redesigned cab with improved visibility and reduced noise • Comes in a canopy or cab model www.forconstructionpros. com/21427885

○ Ditch Witch MT26 Microtrencher Ditch Witch has introduced the MT26 microtrencher. The attachment is part of a complete microtrenching system, along with the Ditch Witch RT80 ride-on trencher and HX75 vacuum excavator. With the MT26, operators can create a clean, deep, narrow trench in one easy pass and easily install cable deep enough to meet most requirements with minimal disruption to the surrounding infrastructure. • Designed with a standard hydraulic plunge to provide variable depth control • Can cut a clean trench from 1.5 inches up to 3 inches wide and down to 26 inches deep (reaching depths of up to 26 inches allows contractors to install a typical 2-inch fiber or power cable line with the required 2-feet of ground cover all at the same time). • Vacuum excavates the spoils simultaneously as the microtrencher cuts along the road • Can be equipped with a variety of blades, including the standard carbidetipped blades and the Ditch Witch exclusive PDC blades with diamondembedded carbide • Compatible with 4-, 5- and 6-inch vacuum excavator hoses www.forconstructionpros. com/21439945

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PRODUCTS ○ InTempo Mobile App

○ Open Door ODT Rentals Don’t let legacy systems and data silos hold your rental business back. Outperform the competition with ODT Rentals—an all-in-one, scalable equipment rental and maintenance solution from Open Door Technology that you can’t outgrow. Manage rentals, service, inventory, and finances in real-time with a single, centralized system that scales seamlessly with your business. Built on the Microsoft Dynamics 365 Business Central platform, ODT Rentals is a full-feature accounting, operations, service, and rental system accessible from anywhere. Remove all duplicate data entry, get more customers, increase loyalty, maximize your margins, and take control of your rental and service business today.

InTempo’s Mobile App lets you run your business from anywhere – from the rental yard to a customer’s worksite. • Use your smartphone or tablet to check equipment in and out. • Complete condition reports and upload photos of damage, protecting your assets and simplifying damage claims. • Create quotes or reservations – even when you’re away from the rental counter. Email the paperwork directly to your customers, using contact information from their profile. • Collect electronic signatures on delivery. If the customer isn’t on site, email them a copy to sign when they return. • Schedule transfers from one branch to another, ensuring that your inventory is in the right place at the right time. Everything you do in the mobile app is immediately visible at the rental counter, keeping all of your teams on the same page. www.forconstructionpros.com/21440324

www.forconstructionpros.com/21451626

○ Orion Software Shopping Cart & Portal Mobile App Orion Software launched its Shopping Cart and Portal mobile app on Apple Store and Google Play to complement its front-end web portal. The web portal can be set-up in just a few hours without any complex web development or server configuration. It can replace an entire website, process new reservations, provide visibility on equipment rented by project, and allow customers to manage their returns and repairs. The web portal app is an integral part of the Sirius e ERP suite and offers all the features of the best rental portals and more. The mobile app can be downloaded by customers to keep track of their rental contracts including real-time notifications and updates of delivery drivers or technicians on a map. Customers can also view their accounts to pay their invoices online. www.forconstructionpros.com/21451708

○ WhiteStar EQM Equipment Rental Mangement Software WhiteStar has updated its versions of EQM Equipment Rental Management software. Enhanced and updated features: • Mobile field applications • Resource scheduling for individuals, teams, and agencies • Expense management with OCR capabilities • Customer portal and e-Shop • Advanced kitting and inventory management • Specialized event and staging capabilities • Customized dispatching dashboard EQM handles all sales, rental, service, project management, CRM, and financial reporting. Licensed for on-premise or Microsoft Cloud. www.forconstructionpros.com/21440354

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RENTER’S REVIEW //

By Alexis Sheprak

TRAILER RENTAL GOES OFF WITHOUT A HITCH

Rental Editor Alexis Sheprak strays from the usual path with an opportunity for a trailer rental that puts local rental companies to the test.

enting a trailer was an experience. As I was told by the nice young woman at a wellknown national chain when I called about such a rental, “Trailers for cars are very rare.” Yes, you read that correctly. Trailers for cars. You see, I had a unique situation arise in the last few months that led to an opportunity for a test. A test to see how rental companies

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could step up to a non-contractor transport challenge. My dad needed someone to go pick up his vintage Triumph convertible four hours away in northern Michigan, where I’ve spent my summers since I was a little kid. He asked Dave, my husband, if he knew anyone with a trailer, offering to pay them for the job. I quickly interjected, “We can do it!” My mind circled around renting a trailer for this story; a unique approach centered around a piece of “equipment” not often featured and a project with a scope not frequently written about. So, here we are. I offer you a tale of a trailer.

Starting Out I started the entire process doing what most people my age might do: I Googled equipment rental houses by me. Unfortunately, there weren’t many. The options could be counted using both hands, and even then, it wasn’t all 10 fingers. I started browsing websites, paying particular attention to the smaller businesses. Chains and large powerhouses are great and all, but I try to always support the little guy if I’m able to. Unfortunately, most of the locations by me didn’t offer trailer rentals. Great. My first strike. After a little more digging and expanding my search radius, I found two that offered trailer rentals. Under the “Contact Us” tab on both websites, I found an email address that seemed to go to a direct person. I wrote out what I wanted,

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what the project required, and so on and so forth, then sent it. From there, I moved on to the larger chains with hopes of getting a quote and finding a rental. I started with one particular national chain. Their website was incredibly easy to navigate, and I found various trailers that would fit the job. The car is 13-feet long, so we needed a trailer around 14to 15-feet long with no bigger than a 10,000-pound capacity. We were also looking for one with ramps, as we had to get this sports car up on the trailer easily and carefully. After typing in my zip code on the website, I found a few options. A 14-foot deck tandem axle trailer under 10,000 pounds and a 14- to 16-foot lift bed

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tandem axle trailer. For a novice trailer expert, the options were somewhat confusing. They were all too similar to one another with only slight variations that I didn’t know how, or if, they would affect our project. I priced out the options on the website, then decided to directly contact them instead. Just like the smaller rental houses from earlier in my search, I wanted to test their digital and email prowess. So, I reached out to two different locations through email. I pushed “send” and went back to my research. Next came another national chain. I started browsing the website and was quite put-off by it, as it was more complicated than the others and harder to navigate. I couldn’t get pricing or do anything useful without logging in first. As a first-time renter, I wasn’t sure I wanted to create an account, so I just ignored that step. I found a few options like a utility trailer that was tandem axle and a hydraulic ground-level equipment trailer. The location I was interested in renting from didn’t have an email associated with the business, so I broke my own test and decided to call. I spoke with a woman, who was incredibly sweet and had a calming voice that quickly put me at ease. She asked what I needed, then proceeded to browse all the different locations around my address for trailers. At one point, her dogs started

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RENTER’S REVIEW

barking in the background and she became apologetic. I laughed and told her that I appreciated talking to a “real” person, not someone in a call center or someone who was callous. Unfortunately, we had no luck. There were no car trailers anywhere in our area, and she had checked every location in my general vacinity. We hung up, and I started to get nervous. I figured I would wait for some emails back and put a hold on my search until the next day.

A Great Success The next day, and the day after, zero emails hit my inbox. A swing and a miss. Strike two. The deadline was looming and the search was on, so I started calling even more rental locations, expanding my search perimeters even more. I zeroed in on a smaller local chain with a few different locations in my area. I called the closest one and got an abrupt reply, “Yeah, we don’t have any.” His attitude slightly deterred me. Why be so short to a potential customer? With that phone call echoing in my ears, I called another location and (thankfully) spoke with an incredibly helpful gentleman. He told me that they do rent trailers, but because we were trailering a sports car, he didn’t think the angle of their ramps would work, as he didn’t want to scrape the car in any way. He

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offered a recommendation to another local rental place whom I didn’t see on any of my lists. Let me insert a side comment here to say how impressed I was that this guy offered for me to call his notin-the-same-city, but-close-enough competition. Not only did he prove that he was a trustworthy guy, but he made a lasting impression on me. I would rent from him in a second. Anyways, I called the small, local company he recommended. The woman on the phone was not only friendly, but helpful. They had a trailer that was perfect for the job, but she told me that they usually don’t allow people to take their equipment that far. My heart sank, and I started envisioning my strike three crossing the plate. But suddenly, she told me to wait a second and ran to ask her boss. She came back and said we would be liable, but it wouldn’t be a problem. From there, she offered to hold a trailer for us. I pumped my fist in the air and, keeping with the baseball terminology, hit a home run with two strikes on me.

Away We Go My husband picked up the trailer Friday evening after work, and according to him, the process was quick, simple, and painless. When he got there, he went inside and was greeted by the woman I spoke to on the phone. She ran through the bill and

charges with him including the hefty deposit, which would be credited upon the trailer’s return, took a copy of his ID, and scanned his credit card. She then told him he was all set, to go ahead and meet a guy out back, and to just show him the receipt. The guy was waiting patiently, and when Dave moved the truck in front of the trailer, the gentleman put the hitch in and attached the trailer. Then he provided a quick walkaround, gave a run-down of all the features, and showed Dave how to properly operate it. He asked my husband to get back in the truck and test the lights, so he could make sure both the brake and running lights were working. I’m not sure if this is normal operating procedure, but I appreciated the care and consideration of the entire process. The rental house also offered that if we were interested in returning the trailer after hours, they would give us a padlock for a secure return. And they offered a receiver/ball part to rent for only $5. All of this to say, I was quite impressed. We left early the next morning for our northern Michigan trek, traversing hundreds of miles in our four-hour trip. The empty trailer was fairly loud throughout our journey, but overall, functioned and operated well. Sunday morning rolled around, and we went to the storage facility to pick up and load my dad’s car.

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and I finally told him to call someone from the storage facility to come help, as I could not and would not be responsible for getting this automobile onto the trailer. About 20 minutes later, a nice gentleman named Chris showed up, so I went to hide in the truck and cover my face with my hands until the process was over (just kidding... kind of). Chris got my husband situated, and they started the loading process again. Slowly, the car inched up the ramps. That’s when there was a loud crash, and the whole truck and trailer shook like we were suddenly in an earthquake. No one was there to tell me otherwise, but I’m positive the color drained from my face. I covered my mouth and went to survey the damage. The front two wheels being on the trailer left the back two on the ramps, and because the car is a rear-wheel drive model, it shot one of the ramps backwards when Dave pushed on the gas. That shift caused the car to notso-subtly crash down on one side onto the trailer’s ramp and the cement of the parking lot. Chris directed my husband to reverse, so they could try again. I climbed back into the truck and waited for the impending crash, bang, and pop. Yes, I’m fully aware I’m a chicken; I’m not going to deny it. The guys ended up tying the ramps onto the trailer, so they couldn’t slide

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Now, there is a possibility that my novice background in trailer loading provided me an extra set of nerves during this process. Or maybe it was because my new husband and I were responsible for driving, loading, and trailering my dad’s expensive and rare racing green beauty. Or maybe it was both of those things combined with the fear of having a rental trailer that we were completely liable for. But my heart was racing like never before. Dave lowered the trailer with ease, then after carefully considering the angle, decided he needed to also use his own ramps so he wouldn’t scrape the bottom of the car. I positioned myself at the top of the trailer and made sure the two ramps were aligned with the wheels. At this point, my anxiety was through the roof. There’s nothing like trying to navigate a vintage car on two, very narrow metal ramps, with all responsibility of them being perfectly positioned on you. “Okay, you can go,” I called, giving him a thumbs up. He pulled the front wheels carefully onto the metal ramps and started to ascend the ramp. That’s when things got tricky. The angle was all wrong. The car has pipes in the back, and since it’s such a low-to-the-ground car, the trailer’s slope made them dangerously close to scraping. I frantically told Dave to pause, and he stopped the car partway onto the trailer. At this point, my nerves were shot, my anxiety was high,

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RENTER’S REVIEW

backwards. With a final pull of the strap, Dave climbed into the driver’s seat to try again. Up, up, up the car crawled! Finally, all four wheels were on the trailer. After a brief moment of panic when the car started to roll backwards, and another moment of pure terror when Dave pushed on the gas to inch forward and almost shot over the front of the trailer, the car was parked. Chris moved the two ramps, and we thanked him for his help before bidding him farewell. From there, there was lots of chains clanking, cranking, and double-checking. Though I don’t mind getting my hands dirty, and I can operate equipment with the best of them, I’m glad that I was primarily a set of eyes for this job (even though those eyes sometimes peered out from the cab of the truck). After lots of sweat, no tears, and thankfully no blood, we headed home.

Conclusion and Lessons Learned Though seemingly much longer than it was, the trip home was a smooth one and the trailer did great. But now came another tricky and nerve-wracking part of the process: getting the car OFF the trailer. Just thinking about it caused my heartrate to skyrocket. However, the entire process took not even a-third of the time that it did loading the Triumph. Dave used longer ramps than he did before, as well as a hill to provide some much-needed slant. The car rolled off without any damage or consequence, and all of the anxiety and worry was for naught! Due to what time it was after our excursion, we ended up keeping the trailer an extra night. We called the rental company the next morning to check in and let them know we would be returning it slightly later than we originally planned. They told us it wasn’t a problem, thanked us for letting

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would be to not sign yourself up for incredibly nerve-wracking and high stakes situations. Oh, maybe that’s just a lesson for me. My apologies. The most important lesson, however, is to make sure you’re renting the proper equipment for the job at hand. We rented a great trailer and had a wonderful experience, but to be honest, we should have considered the car and the scope of the project more thoroughly. We needed a trailer that was better suited for a low-clearance automobile. If my husband wasn’t prepared with extra ramps, we would have been out of luck. So, take care to understand, recognize, and consider all aspects of a project before renting equipment. That means environment, potential challenges, size, space, weight, etc. Every little thing counts! You may think you’ve rented the perfect machine, but then the proverbial ramp could slip out from under you in an instant.

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them know, and told us we just needed to return it before 8 AM the next morning as to not get charged an extra, extra day. My husband returned the trailer the following day after work, and once again, the process was seamless. There’s no locking gate at the store, so customers just pull up and return equipment in the parking lot at their leisure, even after hours. Like I mentioned earlier, they gave us a padlock, so Dave locked the trailer to a cable on the ground and that was it! Our trailer rental experience came to a close. All in all, we were incredibly pleased with the company, their customer service, and the trailer itself. Although I don’t think I will ever go through the stressful experience of hauling a priceless sports car ever again, if I did so happen to lose my mind and do it once more, I would rent from them again in a heartbeat. Although this Renter’s Review was unique, and what some may call simple at best, there was indeed a series of lessons to be learned. For one, emails don’t work when it comes to renting equipment. After all this time, I haven’t received one response from my initial inquiries. With the world’s digitalobsessed mindset, it was a surprise to me. Why have an email address listed if you don’t respond to potential customers? Why not utilize email to capitalize on new business? Emails are here to stay; it’s time to use them! The next lesson

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LAWN & GROUNDS //

By Kennedy Phillips

PEDESTRIAN TRENCHER BASICS:

What to Consider When Evaluating Your Rental Fleet During busy rental periods, it’s important to evaluate the pedestrian trencher models currently in your fleet.

ith so many people working and entertaining more at home this past year, backyard home improvement projects have had landscape contractors keeping busy with an uptick in work. And, for many rental stores, increased landscaping jobs translates to increased demand for smaller, residential landscaping equipment. These machines can complete a variety of projects, from installing irrigation systems to burying shallow electrical lines for outdoor lighting. Among the most commonly rented machines for these backyard projects are pedestrian trenchers (or walk-behind trenchers). During busy rental

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periods, it’s important to evaluate the pedestrian trencher models you currently have in your fleet to determine which ones your customers like the best — and whether you need to expand your fleet to keep up with the demand for these machines. According to Austin Bonnema, director of sales, environmental solutions at Vermeer, there are several questions you should ask to make sure you’ve got the right model, boom size, and chain type to meet the needs of your customers. “With small machines like pedestrian trenchers, a contractor’s overall rental experience can be impacted — negatively or positively — by small configuration adjustments,” he said. “For example, the wrong type of chain configuration can mean the difference between a project taking a couple of hours or a whole day. Getting those small details right will make for a better working

experience and can help drive repeat business.” To deliver that optimal rental experience for new customers, as well as faithful long-time customers, Bonnema offers insights on what you should consider when evaluating your pedestrian trencher fleet ahead of adding more units.

Who are the most common users of pedestrian trenchers, and how are they using them?

Pedestrian trencher rentals typically come from professional contractors and backyard renovation projects driving the bulk of usage for the rental industry. The products being installed are mostly waterlines for irrigation systems and electrical lines for outdoor lighting and power. Other

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uses include installing cable and fiber conduit, gas lines, and shallow smalldiameter drainage tile, as well as digging perimeter footings.

Why would a professional landscape contractor rent a trencher instead of buy one?

Many landscape contractors specialize in lawn maintenance work, only offering irrigation or hardscape services when approached by an existing customer. For those types of contractors, renting a pedestrian trencher a few times a year makes more economic sense than owning a machine. Contractors may also consider renting a small pedestrian trencher because of jobsite space constraints. For example, mini skid steer loaders and larger loaders are often the machine of choice for a landscape contractor, but the footprint of a pedestrian trencher is narrower than most tool carriers. So, if a gate is narrow or a trench needs to be dug close to the base of a building or fence, a pedestrian trencher is probably the better trenching option. Also, a walk-behind trencher has a light footprint for optimal flotation in sensitive ground conditions, which can help reduce remediation work for a contractor.

How much horsepower do I need to offer customers?

The pedestrian trencher product category starts at around 13 horsepower (9.7 kW) and extends to 25 horsepower (18.6 kW). Determining which models to offer customers will depend on the area’s ground conditions, climate, and rental customer mix. In soft dirt, extra horsepower isn’t needed for trenches up to 3-feet-deep. However, in colder climates where a utility needs to be installed deeper than the frost line, or your customers are

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In colder climates where a utility needs to be installed deeper than the frost line, or your customers are working in harder clays or soils with cobble, extra horsepower can be a real benefit.

working in harder clays or soils with cobble, extra horsepower can be a real benefit. Another consideration to keep in mind: Experienced operators tend to get the most from the machine, no matter the horsepower.

What’s the right boom size to outfit a trencher with?

Pedestrian trencher booms are typically 24 inches, 30 inches, 36 inches, or 48 inches in length. In softer soil conditions, small pedestrian trenchers (up to 20 horsepower) are productive at digging up to 36 inches. Larger units should be used if a trench needs to be deeper than that. Rental store staff should always ask customers how deep of a trench they need to dig. For example, suppose the trench depth requirements are close to the boom length. In that case, it’s a good idea to send out a machine with a little larger boom to make sure they reach their desired depths, especially when you factor in potential uneven terrain and material possibly falling back into the trench.

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How do I decide what kind of chain to outfit pedestrian trenchers with for the ground conditions?

The first thing to consider when thinking about the chain on the pedestrian trencher is trench width. In most cases, it’s a good idea to go with a chain configuration that gives operators the widest possible trench, unless you know the specific application. They’re usually set up to dig between 4 inches and 8 inches wide. In addition to choosing the correct width, you also have to determine the appropriate tooth type and pattern for

Rental store staff should always ask customers how deep of a trench they need to dig.

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To ensure rental customers have the best rental experience possible with your fleet of pedestrian trenchers, it’s essential that you prioritize routine maintenance on these machines.

the area’s soil conditions — teeth either cup or cut. Cupping teeth are designed to scoop material, while cutting teeth break up or dislodge solid material like rock. Soil chains use cupping teeth, while rock chains use carbide-tipped cutting teeth. There are also combination configurations that use a mix of cupping and cutting teeth. Tooth spacing can also have an

impact on the digging performance. Closer tooth spacing is ideal for more challenging ground conditions, and broader tooth spacing can be more efficient when working in soft grounds.

What features do I look for to help deliver an optimal operator experience? To improve the rental experience for customers, there are a few things you should look for when investing in pedestrian trenchers. First, the trencher controls: They

need to be intuitive and responsive. Every operator wants to be able to quickly adjust to the operator controls of the machine, so choosing one that is convenient to use is one of the best ways to give customers a superior rental experience. One of the areas where user-friendly controls is most apparent is when making turning adjustments. For example, Vermeer pedestrian trenchers feature VZ steering, which gives operators the ability to make precision turns using only handlebars instead of levelers. These bars also provide additional leverage when operating in difficult terrain. Also, the weight and balance of the

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trencher can significantly impact how productive the machine is in challenging soil conditions. For example, when working in solid clays or cobble conditions, the ground material can affect the productivity of lighter machines. Slightly heavier machines with the right balance will help keep the boom digging productively. Rental stores should also consider investing in accessories like tracks, a backfill blade, and boring attachment. Adding a backfill blade gives renters the ability to quickly fill a trench and may result in longer rentals because of that versatility. Also, boring attachments provide the operator the ability to cross under sidewalks and driveways. Tracked pedestrian trenchers may cost a little more than wheeled units, but they deliver optimal flotation

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and traction on the job.

What tips do you have for rental stores to ensure a customer’s rental experience goes smoothly?

To ensure rental customers have the best rental experience possible with your fleet of pedestrian trenchers, it’s essential that you prioritize routine maintenance on these machines. For instance, when a pedestrian trencher is returned, it should be inspected to check everything is in good working order, the chain is tensioned correctly, and the teeth are in good shape. Refer to the machine’s operator’s and/or maintenance manual for machine-specific maintenance procedures. Also, you should always go over the controls and functionality of the

trencher with the renter before it leaves the yard. Many manufacturers, including Vermeer, offer helpful videos on their websites and YouTube channels. Sharing that information with a renter is also an excellent way to help their experience go smoothly. Investing in a pedestrian trencher trailer is another way to help the renting experience for the customer, since many renters may not have their own to load it on. With a booming landscape market, retaining new customers should be a top priority. Taking the time to choose the optimal pedestrian trencher model for your customers’ needs and configuring it to match their working conditions are the best ways to deliver a positive rental experience and grow your customer base.

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LAWN & GROUNDS //

by Gigi Wood Ditch Witch

CHOOSING THE RIGHT TRENCHER FOR THE JOB

here are many factors to consider when selecting a trencher for the job, from applications and soil conditions to tires and technology. Different sizes and horsepower models are used for different tasks, whether it’s shoveling dirt, simple digging, cutting rock or installing various pipe sizes. The scope of the project will help determine what model of trencher to use, whether it be a walk-behind or stand-on, and what attachments to add. Experts at Barreto, Ditch Witch, Little Beaver, and Toro recently shared their tips for selecting the trencher for your next job.

Safety First Whether it’s planting a tree at home or a sewer pipe installation, it’s

important to always call 811 before you dig. “It probably goes without saying, but we’d like to say it, to remind people that anytime you’re going to stick something in the ground, or dig a hole, or dig a trench, or anything, 811 needs to come before anything else,” says Sean Hubbard, marketing and communications manager at Ditch Witch. When you dial 811, you’re automatically routed to your state’s 811 center. Each state has its own rules about digging, and contractors can make an 811 request by filling out an online form. “Before renting a trencher for a jobsite, the renter should know what underground utilities are in place,” says Tim Phelps, director of sales and marketing at Barreto Manufacturing. “Utilizing 811: Call Before You Dig is important to prevent accidents and for jobsite safety.”

Check for Versatility Versatility is important, especially when the trencher will be used for Many modern trenchers feature control enhancements. Barreto Manufacturing

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several tasks on the jobsite. “Anyone renting a walk-behind trencher should look for versatility and reliability,” says Kaitlyn Ingli, associate marketing manager at Toro. “If you know you’ll need the trencher for several projects on the jobsite, then you’ll want a walk-behind trencher that will work for many jobs.” Depending on the project, contractors may want to use a more project-specific trencher, she says. “A landscape contractor installing a lighting system or electric dog fencing can easily get by with a smaller model,” Ingli says. “A contractor working on dense, heavily-compacted ground or on projects with trench depths of 3 feet to 4 feet may prefer a heavier-duty model.” Mini-trenchers are an option on some jobsites, too, says Mike Hale, sales manager at Little Beaver. “Some of today’s compact minitrenchers can perform on a level similar to that of full-size trenchers, while also offering unbeatable jobsite flexibility,” he says. “Renters need a trencher that can easily take on various

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projects and also tackle any unplanned applications that may arise. Renting a mini-trencher with adjustable cutting width and depth means that renters aren’t wasting time returning to the rental center to swap out trenchers when moving to a different job or when plans change mid project.” He continues, saying how minitrenchers are easier to transport and maneuver than larger models. “The compact size and growing performance specs of mini-trenchers are providing contractors with a more maneuverable trencher that can keep up with a full-size trencher in some cases,” Hale explains. “For example, our KT 2400B has an 8-horsepower engine and weighs less than 500 pounds. Many

entry-level, full-size trenchers offer just a slight horsepower gain with similar trenching specs, but weigh more than 1,000 pounds.”

Know the Job Before renting a trencher, it’s important to be aware of all the applications for which the equipment will be used. If the contractor intends to install pipe, they should know the size of the pipe and trench. “If I were to rent a trencher, I need to walk into the rental yard knowing what product I’m going to install,” says Brant Kukuk, compact equipment marketing manager at Ditch Witch. “Is that a ¾-inch line or is it a 2-inch? Or is that a 4-inch line for sewer?”

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The scope of the project should be considered as well, says Phelps of Barreto. “Consider the difficulty of your project, and the amount of time you expect to spend operating your trencher,” he says. “While a smaller trencher may get the job done, you

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LAWN & GROUNDS

may consider upgrading to a ride-on trencher for projects lasting more than a few hours and with greater trenching distances. Additionally, a back-fill blade accessory can alleviate hours refilling your trench on larger projects.”

Naturally, contractors will need to determine how deep and wide the trench will be before renting a trencher, Phelps says. “With options ranging from 12 inches to 48 inches for boom length, Soil types are an important consideration when renting a trencher. @Pixel-Shot - stock.adobe.com

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and 4 inch to 8 inch chain widths, you can narrow your selection considerably,” he says. “While you may think that a larger machine can accomplish a task more efficiently, you can end up paying too much and cut deeper into your budget than necessary. However, Phelps cautions against selecting a machine that is too small for the job. “A machine that’s working too hard will create more work for the user and lack overall efficiency, leading to extended time on the jobsite,” he says. While considering the size of the project, contractors should also think about how much space there will be for the trencher itself. “You don’t want to unload your trencher and gear up for the task at hand, only to find out that the machine doesn’t fit,” Phelps says. “Now you’re likely out time and money. It’s important to take your work site into consideration. For example, if you’re trenching for a sprinkler system in a small, fenced yard, you are going to want a smaller machine with more maneuverability. Accordingly, in a wider, open area with minimal obstacles, you are free to maneuver a larger machine.” Trencher size selection comes down to the customer’s specific application, says Hale from Little Beaver. This is only part of this article! To read the rest, visit forconstructionpros.com/21427692.

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SOFTWARE & TECH //

By Alexis Sheprak

The BIGGEST

CYBERSECURITY THREATS for Rental

Business Owners

Varonis

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ybersecurity is a hot topic these days and something that many rental business owners may not be considering when it comes to their business strategy. But with the global pandemic forcing people to stay more digitally connected than ever before, cyberattacks have skyrocketed. In fact, the FBI reported that the number of complaints about cyberattacks to their Internet Crime Complaint Center (IC3) has increased to around 3,000 to 4,000 a day. That is equivalent to a 400-percent increase from what they were reporting before COVID, which was around 1,000 complaints daily. The pandemic has also caused an increase in COVID-19 themed attacks, where cybercriminals get access to a system using phishing or social engineering methods. Microsoft reported that these have jumped to 20,000 to 30,00 a day in the U.S. alone. And Zohar Pinhasi, a cyber counterterrorism expert and founder of the cybersecurity firm, MonsterCloud, says ransomware attacks, or the act of cybercriminals holding computer data or network hostage until a ransom is paid, are up 800 percent. There has never been a better time

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to make sure that your data and cybersecurity practices are up-to-date and running as efficiently as possible. Learning the best ways to protect yourself and your assets, and figuring out your vulnerabilities, is critical. Insert Varonis, a data security and software provider, who’s on a mission to secure data. As their website states, “Data assets are the most valuable – and vulnerable – components of the global economy. Along with employees, data is at the heart of almost every organization, yet conventional cybersecurity solutions, by themselves, have failed to protect it.” We spoke with Kilian Englert, a technical marketing manager at Varonis, about cyberattacks, data security, and how rental business owners can be better prepared. Q: Tell me more about cyberattacks. What are they, what do they do, what do they target? A: Cyberattacks are criminal and intentional attempts to disrupt a computer network. In most cases, the goal is to steal, encrypt, change, or delete information. Once attackers are in, they’re often able to access any files that aren’t protected—and for many companies, that’s millions of files. Q: What is phishing? A: Phishing is when an attacker sends a phony email that looks legitimate in an attempt to deceive a victim into clicking a link to a malicious website or opening a document that runs malware or establishes a connection back to the external attacker as a launch point for a wider attack. It could happen to anyone, and it happens to companies every day. When phishing emails are targeted and seem plausible, people let their guard down. Unfortunately, phishing emails are the perfect delivery mechanism for malware— and attackers have plenty of options at their disposal. They can hide malicious code in a macro in an Office document. They can link to a website that installs malware on the user’s computer. Once they’ve established themselves, attackers will often lay low to expand within the network. Other times, the malware delivered is ransomware that quickly begins to encrypt every file the employee can touch. Q: Can you explain the difference between insider threats versus external threats? A: An insider threat is malicious activity caused by someone within your organization, like an employee or contractor. Insiders can be after sensitive information they can use or sell for personal gain. Sometimes, they will change or delete important information before they leave a company. It’s hard to spot an insider intent on

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doing harm—insiders often do a good job blending in. But if you’re not watching what files people are opening, you can miss the early signs of an internal attack. However, the line between “internal” and “external” threats is blurry. An external threat would be an attacker who does not have legitimate access to an organization’s network or resources; however, once an external attacker compromises an account or machine belonging to an “insider,” or a piece of hardware or software connected to an internal network, there is little distinction. The external threat becomes an inside threat with different motivations, but often similar goals—to steal valuable information either to sell or as part of an extortion operation directly. To minimize risk, organizations should reduce access to a leastprivilege model. That means restricting access to sensitive information to only those people on a need-to-know basis. External attackers are bad actors coming from outside your organization. They can be a lone, amateur attacker or a well-funded cybercriminal group. They will find a way inside a company through various methods, like a well-crafted phishing email. Once inside a network, they will slowly “land and expand” and elevate their credentials, essentially giving themselves more access and control. If the attacker’s goal is to deploy ransomware, files will be quickly encrypted. It’s becoming more common for attackers to exfiltrate data first before deploying ransomware because of the idea that victims will be more likely to pay to get their data back and a promise not to leak the data publicly. Q: What are the biggest threats in terms of data security to rental business owners?

A: The biggest data security threats to rental business owners are attackers seeking to steal, encrypt, alter, or delete sensitive information. That information includes the personal identifying information (PII) and payment card information (PII) for customers, information on employees, and other data like financial information. Imagine if you had to run your business with pen and paper with no access to computers or digital files—that’s what companies are forced to deal with after they fall victim to ransomware. Q: What happens if your data is stolen? How does that affect business owners? A: Customer confidence and trust in your business can take a hit if your data is stolen. Breaches need to be reported to the proper authorities, and in some cases, fines can result. It’s beneficial to think ahead and be in the position to show you take cybersecurity seriously—so if something does go wrong, having good detective controls can alert an organization to an attack in progress, and having good preventative controls in place can minimize the damage. Plus, this puts the business in a good position to demonstrate that they took reasonable steps to keep information secure. Q: What can business owners do to protect their data? How can they be the most proactive regarding data security? A: Like I said earlier, let the principle of least privilege be your guide— limit access to those who need it and no more. Regularly review who has access and validate the business need is still valid—especially for users with access to sensitive data. Use and enforce a password management policy. Ensure your network does not have any “ghost” users, or former employees and older

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SOFTWARE & TECH

Varonis

your business, especially if it’s sensitive. Q: In terms of software, is it expensive to invest in cybersecurity? A: There is no one-size-fitsall approach to cybersecurity. Many companies are underinvested in cybersecurity or lack solutions that work together and “talk” to each other. Antivirus and firewalls are no match for today’s cybercriminals. Even amateurs can use off-the-shelf hacking tools or deploy ransomware-as-a-service.

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The best recommendation is to take a defense-in-depth approach and select solutions that monitor for signs of attack across the environment—the perimeter at ingress and egress points, at the endpoint level, and monitor the data itself. This gives defenders more at-bats to spot attackers as they jump through hoops to try to get to their target. In addition, there’s no defense like a good offense either, as strong preventative controls like locking data down to least privilege will reduce potential risks as well. The right solution will help ensure you are set up for success if you are hit by ransomware, a malicious insider, or another kind of attack. Q: How is staffing an issue given the high demand for cybersecurity experts? A: It’s challenging to fill cybersecurity roles given the constant, high demand for experts. So, it’s critical to set up the team you have up for success. It is not uncommon for organizations to push people from other disciplines into cybersecurity roles to help satisfy the demand, so it’s important that the solutions in place have enough automation and correlation to empower people new to cybersecurity to be effective without years of in-depth training. Q: What does the future look like for cybersecurity? A: Two recent attacks hold clues to what the future of cybersecurity looks like. The SolarWinds supply chain attack hit a minimum of 18,000 companies, but the damage was likely far worse. In 2021, Microsoft announced a Zero Day threat— an active but previously unpatched vulnerability—affecting organizations using Exchange on-premises. In both cases, the victim organizations did nothing to set off the attack. Once tools and techniques are used, it’s not long until other attackers and groups use and adapt the same methods.

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SOFTWARE & TECH //

By Alexis Sheprak

Here’s a list of some of the latest telematics products and solutions from companies around the industry, as well as in-depth insights into how telematics can help rental business owners.

elematics has been a prominent technology for the construction industry for years now. But the push for its use in the rental market has been lacking. This seems to be changing, especially after the rapid shift to digital and technological processes that many companies encountered from the COVID-19 pandemic. Recently, a report from IntelliShift called, “The 2021 State of Connected Operations Report: Customer Insights and Trends,” highlighted how successful implementation of technologies like telematics translate to increased safety, efficiency, productivity, and cost-savings. The report shared how 90 percent of respondents say these platforms allow them to focus their time on other tasks to improve the company’s bottom line, with 80 percent indicating they have seen increased return on investment in the technology. And according to the report, 78 percent indicated they have more visibility into fleet operations now that they are using the platform, while 38 percent have greater visibility into safety and 33 percent into maintenance. With benefits like theft prevention,

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asset recovery and location, equipment utilization (including fuel consumption, idle time, machine health, etc.), maintenance, optimized fleet operations, tracking usage for improved billing, and more, it’s no wonder telematics technologies are being utilized more and more by rental houses. We’ve compiled a list of some of the latest telematics products and solutions from companies around the industry. We’ve also asked a few of them for more insight into how telematics solutions help rental business owners

Appareo

and what’s next in terms of innovation.

Appareo Asset Tracker AT-130 The Appareo Asset Tracker AT-130 is a low-cost, cellular, IP69K-rated asset tracking device with ultra-long battery life and industrial operating temperature range (-40ºC to +85ºC).

The IP69K rating certifies its ability to withstand an 80ºC pressure wash at close distance, making this tracker uniquely suited for industrial applications. Battery life is impacted by the frequency with which the device reports its position. If the AT-130 tracker reports its position once per day and occasionally also reports its position on demand (e.g. because of a message from a user’s web or mobile application demanding a position update), a customer could expect the battery to last more than five years. With lower-frequency reporting, the AT-130 battery could last even longer. “Rental business owners who have their tracking software provider integrate the AT-130 can enable confident, on-demand location findings over a many year period,” says David Batcheller, president and CBO, Appareo. “This tracker allows on-demand or scheduled visibility to rental assets with rugged IP69K-rated construction and American-made quality. With rugged packaging and a long battery life, the AT-130 is ideal for locating assets operating in rough environments like a construction site.”

DPL Telematics AssetView

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Tracking System The portable AssetView series is, according to the company, the industry’s smallest battery powered GPS tracking solution for wireless monitoring of any asset to improve logistics, manage inventory, and curb theft. The innovative, self-contained GPS

DPL Telematics

tracking solution installs in seconds, requires no

external power, and can last years on “off the shelf ” batteries. Its proprietary Adaptive Tracking delivers long battery life while actively alerting on curfew violation, movement, or geofence breach as well as allowing the user to switch to “Recovery Mode” over the air. The AssetView is waterproof and has no long-term contract, so customers can deactivate and reactivate without penalty. “If you are a rental house, there’s never been a better time to begin deploying GPS tracking and telematics. Like all technology, the solutions available have become smaller, more powerful, and more affordable,” says Tony Nicoletti, VP of business development, DPL Telematics.

“Whether your need is theft protection, improved billing, vehicle tracking, or just keeping an eye on your assets, there is a product for every application and budget.”

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SOFTWARE & TECH

precipitation, and dirt with the added benefit of providing the same advanced GPS technology as the traditional GO9 device. With the GO9 RUGGED, fleets can be managed in a single platform, allowing for greater visibility and enhanced efficiencies. By providing increased durability in harsh conditions, this upgrade provides businesses confidence that their fleet and business operations can resume at optimal performance no matter what the device and vehicle may encounter. The GO9 RUGGED telematics device also allows users to access critical data insights and business intelligence for increased uptime and efficiency, enhanced safety, and reduced fuel and maintenance costs. “For rental companies, protecting their equipment and vehicles is a top priority. Fortunately, advanced telematics can help these businesses easily monitor where these important assets are and where they’ve been, as well as help in recovery effort, if necessary,” says Steven Berube, senior business development manager, off road and vocational, Geotab. “In the case of our Geotab GO9 RUGGED telematics device—which is ideal for equipment rental applications since it can withstand harsh weather and external conditions—we provide businesses confidence that their fleet

operations can resume at optimal performance no matter the location or condition.”

GPS Insight What benefits do telematics solutions offer rental business owners? Telematics solutions can streamline vehicle and asset maintenance. Service managers can schedule and prepare for annual inspections, oil changes, and preventative maintenance. By geofencing jobsites and yards, managers can be alerted if an asset is operating or moved during offhours. This allows rental businesses to monitor when assets are not where they are supposed to be and increases the likelihood that they will be recovered in the case of misuse or theft. How can these solutions aid in things like compliance and accountability? By adding easy-to-use electronic inspection reporting, you can include simple steps like circle of safety (asset walk around) and safety inspection (wheels, wipers, etc.) before each asset is turned on. If an operator finds something unusual, they can take a picture directly through their mobile device in the app to send that image to the service manager for their records. What’s the next big innovation for telematics in the coming years? Video telematics has changed tremendously and will continue to evolve over the coming years. Smart cameras that use AI and computer vision will revolutionize how companies utilize video to improve safety for their drivers and lower their risk.

Proemion’s Mixed Fleet Solution

GPS Insight

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Proemion’s Mixed Fleet solution seamlessly aggregates all your assets’ data, no matter the telematics or loT solution they rely on, into a single platform.

The platform allows your team to access data from multiple interfaces in a consistent way. You can access data from our web portal, mobile app, rest APIs, and data pumps. Proemion’s Mixed Fleet platform also has built-in features specifically for rental companies: ■ Locates assets in real-time, preventing theft and ensuring your equipment Robert Michaelides Jr., COO, Proemion is where it’s intended to be. ■ Offers preventive maintenance, automatically tracking which machines need servicing, and notifying your team of all upcoming services that need to be planned. Minimize the risk of a machine breaking down at the customer’s site or having to wait longer than necessary for service because a specific spare part was not available. ■ Offers reporting based on rental contracts, allowing your team to collect evidence of machine usage, such as operating hours, fuel consumed, and distance traveled, to prepare invoices for your customers. “With our telematics solution for mixed fleets, we make machines and assets of a mixed-branded fleet visible and locatable giving the machine owners a tool with which they can lift their company to a new level,” says Robert Michaelides Jr., COO, Proemion.

Webfleet Solutions North America Answers by Matthew Gunzenhaeuser, sales director, USA What role can telematics play in equipment rental? In general, telematics data helps customers make better business

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customers make better business business owners? decisions based on data insights, Maintaining company assets in a which can increase fleet efficiency, single user interface helps maintain safety, and sustainability. Telematics their security, value, and effectiveness. technology can not only support The user can find out the location companies to better manage their fleet of each asset in seconds, whether it’s of vehicles, but also—with the Asset on-site or off. Customers can also Tracking solution, for example— gives them complete visibility over the position and usage of their powered assets that they rent to the market. Companies can reduce loss and theft by keeping their high value assets visible with accurate GPS positioning, utilization, reporting, and more. Managing assets and vehicles on one platform can be simple and cost-effective. What benefits do these Webﬂeet Solutions North America solutions offer to rental

choose to be alerted when an asset is being used, when it leaves a designated area, or when any motion is detected. Notifications can also be setup to alert the user when maintenance is required, which helps preserve the value of the asset. What’s one feature of telematics solutions that’s a “must-have” for rental business owners? Our Asset Tracking solution provides a host of functionalities that enable fleet managers and business owners to get the most value and productivity out of their assets. This can make a tangible impact in the reduction of unnecessary costs and optimize processes for better business results. In my opinion, one of the most interesting features for rental business owners would be the reporting that provides a clear

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overview of an assets usage, including total trip information (start/end/ standstill/down-time) and engine hour information for increased efficiency of rental billing, regular book-keeping, and maintenance management. What’s next for telematics in the coming years? What does the future hold? We all know that our world and industry are rapidly transforming. The impact of COVID-19 continues to accelerate digital adoption across almost all sectors and markets. Evolving telematics technology is at the heart of this trend, becoming increasingly vital for managing fleets efficiently. So, investing in a technology based around creating a safer experience to reduce incidents is critical – with artificial intelligence and

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machine learning playing a vital role. Also, the focus on more sustainable mobility will be more and more important. Already today, our telematics technology supports electric vehicles and the fleet electrification journey, with more new features coming in the next few months. Further smart telematics innovations will be brought to market, bringing together the jointconnected capabilities of Bridgestone and Webfleet Solutions to deliver costsaving efficiency improvements to fleets.

ZTR Telematics How do telematics solutions aid rental business owners? The simplest way to analyze how telematics solutions can benefit

rental businesses is to look at it from a top-level perspective. Ultimately, the outcomes linked to the use of telematics affect a business or a customer in only three ways, through an increase in: productivity, revenue, and safety. But shouldn’t efficiency, cost-savings, uptime, waste, customer experience, and performance also be considered? Yes, these are all related to revenue and productivity. What benefits can they offer that people might not consider? A significant opportunity that more rental companies should take advantage of relates to delivering enhanced customer experiences. It’s clear that having a responsive and intuitive service call to support on-site equipment minimizes customer downtime, and this can influence

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The ZTR M7 enables IoT technology on a wide range of equipment across the construction industry, pulling rich machine insights from any location across the globe.

ZTR Telematics

no longer an option to digitize. And whatever the company size, large or small, the benefits and outcomes related to data and connectivity are absolutely essential to stay relevant and competitive,” says ZTR Professional Services Director Dan Yarmoluk. As companies consider their own evolution, it’s important to seek supportive partnerships that simplify the process. Committing to telematics technology is not just a one-time purchase decision. Buying telematics is buying ‘change’ because it’s something that integrates business with processes and people. Simply getting started is the key. And lastly, what’s new and exciting from ZTR?

future rental decisions. Using a telematics platform also makes it easy to offer visibility and share access with customers, so that they can make on/ off rent decisions by being able to see machine usage. What things should business owners consider when purchasing telematics solutions? Companies continually face new market forces related to digitization. “Customer expectations have changed, and so, too, have the competitive landscapes and executive expectations needed to support that evolution. It’s

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Last year, ZTR unveiled its Access Management solution. Customers are standardizing this solution to elevate worksite safety, productivity, and profit through controlled access to rented equipment. Enhanced machine data and machine control is driving the future of the industrial IoT. ZTR also recently complimented its T-Series Bluetooth tag solution with two new offerings, the G210 portable and G200 fixed gateways, which enable continuous surveillance of the ‘lastseen’ location of T-series tagged assets in rental yards and on jobsites. The solution transforms the way tools, accessories and attachments can be managed by reducing rental company and customer costs, and increasing productivity in the yard and on site.

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INDUSTRY UPDATE LEARN HOW TO IDENTIFY MUST-HAVES FOR AN EQUIPMENT RENTAL ERP You’re in the rental business. Competition is tough, regulations are stringent, and customers can be demanding. What you need is a software solution to support you and all of your business needs, but it seems too confusing or expensive. It’s difficult to decide what you might need because all the features that are part of the equipment rental solutions sound important, but they can also add to the overall expense. You wish somebody would guide you on the must-have features and the good-to-have capabilities. Sound familiar? We face these questions and doubts from our customers all the time. It is indeed a tough decision, as you need to be able to make a distinction between the absolutely necessary factors and the luxuries of equipment rental software. In this article, we’ll take you through the various features that an equipment rental software solution has, and dive deeper to identify the ones that are essential and those to skip. Project Management Equipment rental companies often have customers coming to them with rental requests that are for a whole project and not just one piece of equipment. As a result, the rental company has to manage a complex array of equipment rented for different periods. There could be a need to provide operators for some of the equipment, and the return time would be different for each. You will need to deal with these factors and still streamline operations and improve productivity for which you need the

right equipment rental solution. With the project management feature, you can have accurate and updated information on budget for the entire rental project. The Verdict Project management is a must-have feature for your equipment rental business! To read the full article, visit forconstructionpros. com/21415879.

HAULOTTE TAKES PART IN SPACE MISSION On April 29, China successfully launched the core module of its space station to orbit, known as CSS (China Space Station). Haulotte machines have been working at the Wenchang spacecraft launch site on the assembly and testing stage of this central piece of the future station. “We are pleased to be part of this historic project, which highlights the performance and reliability of our equipment,” said Tim Mo, marketing manager at Haulotte China. Haulotte MEWPs contributed to the success of the mission during the assembly process of the 55-foot module, named Tianhe. With smooth elevating and driving functions due to its AC motors, the STAR 10 vertical mast lets operators work comfortably with precise control and maneuvering while elevated. Thanks to the narrow turning radius, operators can maneuver in restricted spaces, and the 10-foot outreach vertical jib enables access to difficultto-reach places. The HA15 IP electric articulating boom has a compact size, which allows easy driving and operation in tight spaces. Thanks to a horizontal outreach of around 3,000-feet and fully proportional controls, this MEWP offers productivity and comfort up to 50-feet high. This is not the first time that Haulotte has participated in a Chinese space program. In 2003, Haulotte’s articulating booms contributed to the success of the first Chinese manned flight (Shenzhou 5 mission). To read more, visit forconstructionpros.com/21427446.

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ABLE EQUIPMENT RENTAL APPOINTS VICE PRESIDENT OF SALES OPERATIONS ABLE Equipment Rental, located in New York, has appointed Stacy Irons as vice president of sales operations. Irons joins ABLE with more than 27 years of experience in both sales and management. With a focus on safety, revenue growth, strategic management, and team building, Irons has a record of sales growth at the local and national level. She has built winning teams with a strong commitment to coaching, teaching, process improvement and organizational partnerships. Her emphasis on developing talent and building organizations as an active leader has enhanced her ability to consistently deliver results. “Throughout her career, Stacy has developed and implemented plans to successfully capture greater portions of market share,” said ABLE’s COO Chris Pera. “She succeeded by expertly devising proactive responses to ever-changing market conditions. The ABLE team is excited to have Stacy onboard [to] lend her expertise and experience to our rapidly expanding organization.” To read more, visit forconstructionpros.com/21415917.

WESTERN GLOBAL APPOINTS NEW DIRECTOR OF NATIONAL ACCOUNTS Western Global, a provider of portable tanks and dispensing equipment for the storage and handling of fuels, lubricants, and other fluids, has named Johnny Newlands as its new director of national accounts. Newlands will be responsible for defining, implementing, and executing sales strategies and managing national account managers. Newlands has seven years of industry experience, all in various management and leadership roles. He spent the last two years as the senior manager of key accounts and customer experience for a national rental company. In this role, he established a team to support top national accounts, led the team through policy development and implementation, and instilled strong customer service ethics throughout his area of responsibility. To read more, visit forconstructionpros.com/21415916.

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INDUSTRY UPDATE HILTI LAUNCHES ON-DEMAND TRAINING PLATFORM FOR CONTRACTORS Hilti North America launched Hilti Academy, a comprehensive on-demand training platform for contractors. Hilti Academy is a digital learning platform that offers contractors access to on-demand when it is most convenient. The 30- to 60-minute courses cover various topics including powder actuated and gas actuated operator training, health and safety trainings, and adhesive anchor installer certification pre-training with more topics coming soon. Anyone can access the Academy by using a current Hilti account or creating a new one. Most modules are completed fully online with an accompanying quiz, and the platform automatically saves records for up to two years to download and print for records. Hilti Academy not only allows users to manage all Hilti education and records, it also gives users the ability to manage team members’ education by assigning learning modules and being able to monitor who has received their documentation. To read more, visit forconstructionpros.com/21415753.

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ADVERTISER’S INDEX ADVERTISER

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EYE ON RENTAL // B y

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& Other Considerations

he rental business is continuing to change in many ways. There’s no doubt that the proper rental software can help you grow income and reduce expenses. Even with a primary focus on growing the top line, don’t neglect the possibilities of using your software to strategically track and reduce bloated expenses. It’s important to remember that expenses can devour income almost as fast as the income is generated. Here are a few thoughts concerning rental software for your consideration: ■ Even if you dislike technology and it seems boring or frustrating compared to the rental equipment you know so well, some technology really makes profit sense. So, keep your mind open and remember that minor changes accomplished with your current software can produce enormous gains. ■ Consider software and hardware add-ons and software updates. Some add-ons offered by your software provider can be very good investments, and some may be totally unnecessary

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■ Paper and other unnecessary redundancies can rob profitability through employee and management inefficiencies. Analyze and become more streamlined where appropriate. ■ Learn more about what your current software can do before you consider changing. It is possible that it’s the best choice and capable of producing much greater profitability. Certainly, many software systems can perform far more tasks than a rental business operator may be utilizing. However, changing software is not a simple process, and it involves a significant investment of time and financial resources, so it’s wise to be confident that it is in your best interest. ■ A technologically superior computer system can be an excellent tool to help you, your

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Rental Business Software: Do’s, Don’ts,

staff, and your fleet become more productive. However, some systems are just not as easy to extract the valuable information you need to be tracking regularly. Even when you know what you should be tracking, if it isn’t easy, it isn’t likely that you’ll continue doing it. ■ Don’t take the plunge without adequate research. But don’t put off making the decision so long that you miss the extra profit that enhanced software can produce. ■ Consider advantages and disadvantages of cloud-based software compared with an in-house server. Some systems may be available in both styles, possibly with different pricing structures. ■ Carefully walk the fine line between learning to use the new software and having it make your company more profitable. Some rental software packages may be very easy to learn, but they may lack the depth of sophistication needed to move the needle on your company’s profitability. Many equipment rental business owners are working far too hard for the relatively meager amount left over after expenses. A more robust software system can help your company keep more of what you’ve earned. But also keep in mind the importance of “service” from your current or potential software supplier. Just as you try to provide a superior customer experience to your customers, it is important that you receive this same type of prompt, courteous, knowledgeable service from your software provider. You and your team work hard; you need this level of support and you deserve it.

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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CEO, Snorkel and Xtreme Manufacturing TOPIC: The electrification of telehandlers and highreach equipment with a focus on lithium power.

President, Skyjack TOPIC: TBC

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