Eye on Rental

EYE ON RENTAL // Structured RENTAL EQUIPMENT Education

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Customers like doing business with rental companies that have employees who know what they are talking about. So, having a better equipment-educated staff leads to more repeat customers and greater profitability. Develop and use a structured equipment education program and ensure that your employees are educated on all the types of equipment in your inventory. Here are just a few of the benefits: ■ It helps them to become better solutions providers. Undereducated employees are not likely to ask the appropriate questions to match the customer’s need with the correct piece or pieces of equipment. Also, undereducated employees are not going to have the knowledge to advise customers on the proper “do’s and don’ts” when operating the equipment. ■ It helps to reduce damage to your equipment. Again, properly educated employees will be able to know the correct applications of each item and will be able to advise customers accordingly. This reduces the chances that

the equipment will be used for projects that would damage the equipment and helps prevent potential injuries to customers. ■ It makes the employee’s job more interesting and satisfying, which helps with your staff retention efforts. If employees feel confident and strong in the performance of their duties, they tend to stay longer.

Here are a few of my other thoughts on this important topic:

■ Involve everyone in your training effort. It is natural to think that training should be only for the lowest performers. Everyone, including your star performers, should receive advanced training. ■ Develop and use a comprehensive training program designed exclusively for your company. ■ Make education a real priority. Set up a schedule that makes sense. ■ Use repetition in your education effort. ■ Let the “students” know what is in it for them. ■ Stress the basics first. ■ Don’t assume that those who

have some rental experience are well prepared. ■ Be careful who you assign as the teacher. Don’t have the newly hired employee assigned to just anyone. ■ Be sure that your managers receive management education.

As I mentioned in last month’s column, far too many managers do not have the leadership skills needed to take your company to the next level. Most have no formal education in the subject at all. However, I have found that most can become proficient with proper coaching. ■ Be certain that those receiving specialized education are teachable. You may be attempting to make a round peg fit into a square hole. Size up each person’s potential as objectively as you can. ■ Teach them how to be safe on the job and specifically what they must do to help keep others safe. ■ Test to make sure the education

“sticks.” Reteach where and when needed. ■ Fortify your company with staff who are well educated in every piece of rental equipment you stock.

Why it’s vitally important to ensure that rental company employees are educated on all the various types of equipment in your inventory.

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.