Eye on Rental

EDUCATING RENTAL STAFF,

Part I

Perhaps not surprisingly, many rental companies have a “learn as you go” mindset for employees. There is often no structured education to speak of at all. Even when there is a small amount of show-and-tell teaching at some companies, it tends to revolve around rental inventory familiarization. (This topic is vital to the success of an equipment rental company and is the focus for next month’s column.)

However, there are plenty of rental companies with employees who are experienced with equipment. So, one way to stand out from your competitors can be through an effective employee educational program that concentrates on several skills in addition to product knowledge.

If your team is not properly educated in the use of your software and other technology, your company is missing sizable growth and profit opportunities, but it is also important to place a premium on the customer interaction portion of your employees’ responsibilities. Many rental companies are still not investing enough in developing the communication skills of their staff.

Certainly, all employees who have contact with customers should be trained to become skilled in the most effective rental salesmanship techniques. For example, it is important to have employees become skilled in attempting a “trial close.” Truly effective training bridges the gap from wishing that employees would attempt to “build the order” and “close the deal” to them actually doing so.

Also, train your employees to give customers the appropriate amount of information; some employees tend to drone on, and some are far too brief.

There are also benefits in enhancing employees’ verbal and nonverbal communication. It is amazing how slight facial expressions and posture changes can improve the chances that your message of care, concern, knowledge, confidence and quality will be received by your customers.

Another big opportunity comes with establishing more efficient procedures and implementing them consistently. It is wise to get employees to “buy into” the importance of time management.

Overall, strong staff education program helps with employee retention. If employees feel confident and strong in their duties and are continuously learning new skills, they tend to stay longer. Many of the employees you want to stay with your company for many years desire more education and have an appetite for growth opportunities. Feed their need to succeed, excel and grow. Also, some workers want to learn and progress to higher levels of job responsibilities. If higher-level duties are not delegated to those with excellent potential, it is unlikely that these employees will view their positions with your company as long term.

Provide additional educational opportunities for your supervisors as well. Be certain that they are welleducated to excel in not only the technical portions of their positions but also in the “people part.” Educate them to become better leaders.

What’s more, having supervisor training at your location reduces the chances of your top people being “poached” by other companies when they are attending workshops away from your facility.

@iQoncept-stock.adobe.com

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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