Rental October/November 2020

October/November 2020

MAKING AN

IMPACT SPECIAL SECTION THE ULTIMATE GUIDE TO RENTAL MARKETING

Find the latest news at www.ForConstructionPros.com/RENTAL

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10/6/20 10:43 AM

MAKING AN

IMPACT

This year’s winners of Rental’s Editor’s Choice Awards are…

Though audience engagement online at ForConstructionPros.com/Rental is one way of choosing the winners, innovation and utility for the rental market are two other important factors in determining which products have made the biggest impact on the industry.

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October/November 2020

MAKING AN

IMPACT SPECIAL SECTION THE ULTIMATE GUIDE TO RENTAL MARKETING

Find the latest news at www.ForConstructionPros.com/RENTAL

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INSTANT

POWER. ANYWHERE ON THE PLANET.

Quiet, reliable KOHLER mobile generators deliver dependable gaseous and diesel power—from remote construction sites to public events to storm recovery. They’re built to withstand the elements and run for long hours in prime and standby applications. Just hitch up and go. ®

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10/6/20 10:50 AM

VOLUME 42 ISSUE 7

OCTOBER/NOVEMBER 2020

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Chosen for several factors, including innovation and audience engagement online, these 30 products are the top standouts for the past year.

DRUMROLL, PLEASE: 2020 EDITOR’S CHOICE AWARDS

24 BUSINESS & FLEET MANAGEMENT

How to Connect During Crisis: Video and COVID-19

26

IN EVERY ISSUE

BUSINESS & FLEET MANAGEMENT

Part 1: The Ultimate Guide to Rental Marketing (How to Rank on Google for Free)

04 Everybody’s Business In challenging times, it’s important to look at the silver linings.

24

06 Market Watch 36 Industry Update Featuring the new Rental’s Recognition Corner

44 Eye on Rental

TECHNOLOGY & SOFTWARE Reprioritizing Rental

After some sizeable growth, A to Z Equipment Rentals & Sales needed new software that could handle both sides of their business.

32

SAFETY ZONE

Safety First, Safety Always

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It’s important to have an effective employee retention and training system.

Fairchild Equipment Corporate Safety Manager Marty Schumacher talks top safety considerations for business owners, rental safety in winter, and more.

34

SAFETY ZONE

34 www.ForConstructionPros.com/RENTAL

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30

Hilti’s Tool Cleaning Guide: A Safer and Healthier Jobsite Environment

OCTOBER/NOVEMBER 2020

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10/6/20 10:51 AM

EVERYBODY’S BUSINESS // B y

Alexis Brumm

abrumm@ACBusinessMedia.com

FINDING THE

SILVER LININGS

In challenging times, it’s important to look at the silver linings. After all, if we constantly focus on the negative, it’s almost a given that we will lose our sanity.

R

ight now, I think it’s reader interest, they’re also safe to say that we’re chosen for their innovation in the midst of an and benefit to the industry. incredibly difficult We’ve also been forced time period. The world has to evaluate our proximshifted, and we’re faced ity to others, with with a lot of uncertainty. mandates increasing However, there are posiour physical distance.

“WITH GREAT However, that’s created tives that have come out of this era and we would be new opportunities for POWER remiss not to pay attention connection. We’re creCOMES GREAT ating new relationships to even the smallest of silver linings.

RESPONSIBILITY.” and bonds through virFor starters, our curtual means (like video!), rent predicament has sparked implementing new a tremendous need and desire business practices and for innovation. It reminds procedures, and learnme of an Uncle Ben quote from Spidering entirely new skills. Not to mention, Man: “With great power comes great we have a renowned sense of gratitude responsibility.” For 2020, I’d say it’s for meeting in person. Silver linings? more like, “With great challenges Check. comes great innovation And lastly, many businesses have and responsibility.” found new avenues of revenue and sucWhen met with the cess despite COVID and its challenges. challenges of COVID, I’ve seen people in Facebook groups companies shifted from comment about their newly boommaking auto parts to ing business. I’ve received emails and creating masks and resphone calls from business owners, saypirators. Manufacturers ing business has never been better. created new technologies Despite how scary and different 2020 to keep contractors, cushas been, there are people that have tomers, and owners safe. exhibited fortitude and are succeedPeople stepped up to the ing. However, I know there are some challenge, and innovations that weren’t who have not been so lucky. My wish necessarily on anyone’s radar are now for those people is to try and find any helping hundreds, even thousands. silver lining possible, as small as it may That’s a big silver lining. Finding be, whether it’s hope, new opportunity, a problem and solving it in a new and or gratitude. unique way is one we can take from What’s a silver lining you’ve found 2020 and implement more into our or recognized lately? Do you need everyday lives. Look at our Editor’s help finding one? Shoot me a message: Choice Awards winners. Though abrumm@acbusinessmedia.com. selected primarily by page views and Stay strong, stay smart, stay safe.

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™

PRODUCT NEWS INSIGHT ■

■

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 Publisher

Eric Servais eservais@ACBusinessMedia.com

Editor

Alexis Brumm abrumm@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

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mperleberg@ACBusinessMedia.com

Erica Finger

efinger@ACBusinessMedia.com

Denise Singsime

dsingsime@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 — Brian Hines (647) 296-5014 bhines@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

Barry Lovette JoAnn Breuchel Kris Heineman Amy Schwandt Ronda Hughes Nick Raether Joel Franke Jon Minnick

Published and copyrighted 2020 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. 42, Issue 4, Month 2020

W d fi s 1 a d h www.ForConstructionPros.com/RENTAL

10/6/20 9:24 AM

STUMPS ARE NO MATCH for THE BARRETO 37SG STUMP GRINDER

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CONTACT US TODAY TO With the Barreto 37SG Stump Grinder. The all-terrain, SCHEDULE A DEMONSTRATION dedicated 37SGB features a hydraulically-driven cutter wheel fitted with sixteen 900-series Green Teeth. The intuitive joystick controlled motion allows for 134˚ cutting swing arc and 14” cutting depth, and the 1800lb frame keeps the unit stable and in proper contact with the stump. Open and accessible design allows for easy service and maintenance, and the 1-800-525-7348 | 1-541-963-6755 Fax hydraulic direct-drive eliminates the need for belts. www.barretomfg.com | info@barretomfg.com

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10/6/20 9:25 AM

MARKET WATCH

BAIRD/RER SURVEY SHOWS SMALL RENTAL IMPROVEMENT IN JULY, AUGUST The demand for rental equipment continued its solid improvement relative to the second quarter of 2020, according to a “snap” intra-quarter survey gauging business trends in July and August from 90 respondents, said RER and Baird Associates.

Fifty-eight percent of respondents reported rental activity strengthened in July with an average of 3% sequential improvement. Only a quarter of respondents said activity weakened in July, with more than half saying they were were less than 5%.

August demand improved again, but at a much more moderate pace than July and June. Almost half of respondents reported sequential improvement with an average of approximately 1%. The number of respondents who said activity levels remained flat sequentially almost doubled from 17% in July to 31% in August.

Midwestern and western net responses moderated significantly compared to July. Midwest COVID cases continued to climb, and western cases increased in early July before continuing to moderate. The region was most likely negatively affected by widespread wildfires in California.The forecast includes: “[The] rental industry continues to see activity improvements through August, although the pace of recovery has slowed as COVID-19 spikes have pressured activity in the south and Midwest,” said Baird research analysts. “We do not think recent case spikes have derailed industry recovery, and we expect overall rental business in 3Q has trended in the range of low- to mid-single-digit declines. COVID spikes slowed, but did not derail the industry’s recovery: about 60% of respondents (both revenue-weighted and equal-weighted) reported that the recovery in business trends (utilization, revenue, etc.) was impacted by the recent spike in COVID infections.”

For more on the study and to read comments, go to www.ForConstructionPros.com/21174587.

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CONSTRUCTION EMPLOYMENT REBOUNDS WELL FROM COVID-19, BUT TROUBLE MAY BE BREWING The Marcum Commercial Construction Index for the second quarter of 2020 reports that the industry is holding relatively well in the face of the COVID19-driven recession. Construction employment has rebounded since plummeting in March and April, and the industry’s unemployment rate stands at 8.9%, below the 10.2% rate observed across all industries.

The index is produced by Marcum’s National Construction Services group.

“The data indicate that construction has recovered faster than any other major economic segment. Over the three-month period ending in July, the industry recovered 59% of the jobs lost in March and April,” wrote Anirban Basu, author of the report and Marcum’s chief construction economist.

Basu predicts that some segments will fare significantly better than others throughout the coming economic recovery. “While the office, lodging, and retail construction markets have been negatively impacted by the pandemic over both the short and long terms, other construction segments stand to be beneficiaries.

With so much economic activity shifted online, e-commerce-related segments such as fulfillment and data centers stand to be major generators of demand for construction services going forward.”

Learn more at www.ForConstructionPros. com/21194653.

www.ForConstructionPros.com/RENTAL

10/6/20 9:27 AM

MANAGED BY YOU. Learn more at discoverdoosan.com/Rental

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Sometimes, looking at the big picture means thinking small.

Doosan® Mini Excavators.

Doosan® and the Doosan logo are registered trademarks of Doosan Corp. in the United States and various other countries around the world. © ���� Doosan Infracore North America, LLC. All rights reserved.

10/6/20 9:27 AM

R F

MARKET WATCH

CONSTRUCTION EQUIPMENT MARKET TO REACH $180 BILLION BY 2030

→

The outbreak of COVID-19 has interrupted the growth of construction and other industrial activities. Yet, while the market is projected to experience a downward trend in the near term, a new study shows demand for construction equipment is set to regain traction as governments in both developed and developing countries invest in infrastructure development projects. As a result, the global construction equipment market is expected to reach a market valuation of US$180 billion by the end of 2030.

The study by Fact.MR is intended to provide an unbiased analysis of the global construction equipment market, presenting historical demand data (2015-2019) and forecast statistics for the period of 2020-2030. It indicates the global construction equipment market is poised to expand at a value CAGR of close to 4% and is expected to create an absolute dollar opportunity of US$61 billion growth over the forecast duration (2020-2030). Under the impact of COVID-19, the global construction equipment market is expected to reach a market valuation of US$180 billion by the end of that period.

Demand is indicated by: Equipment type – Demand for excavators is foreseen to grow 2.6 times that of cranes in 2020.

On the other hand, cranes will account for one-fifth of the overall absolute dollar opportunity created during the forecast period. Equipment rated from 200 to 400 hp is projected to create an absolute dollar opportunity of US$18 billion from 2020 to 2030. End use – The construction industry is projected to account for 42% of the total sales in 2020 and is anticipated to create an absolute dollar opportunity of more than US$32 billion during the forecast period. Region – East Asia is estimated to be the prominent construction equipment market and is projected to surpass a market valuation of US$52 billion by the end of 2030.

Learn more at www.ForConstructionPros.com/21196005.

Equipment Leasing and Finance Industry Confidence Climbs Higher in September

T

he Equipment Leasing & Finance Foundation released the September 2020 Monthly Confidence Index for the Equipment Finance Industry (MCI-EFI). The index reports a qualitative assessment of both the prevailing business conditions and expectations for the future as reported by key executives from the $900 billion equipment finance sector. Overall, confidence in the equipment finance market is 56.5, an increase from the August index of 48.4.

The Foundation also released highlights of the COVID-19 Impact

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Survey of the Equipment Finance Industry, a monthly survey of industry leaders designed to track the impact of the coronavirus pandemic on the equipment finance industry.

From 75 survey responses collected from September 1 to 13, results

show that: • 91% of equipment finance companies have offered payment deferrals, including extensions, modifications or restructuring • 73% of companies expect that the default rate will be greater in 2020 than in 2019, down from 76% last month, while 20% expect it to be the same compared to 19% in August and 7% expect it to be lower compared to 5% last month.

• 78% of companies have not furloughed or laid off employees since the start of the pandemic.

To read more and see further results, visit www.ForConstructionPros. com/21194649.

www.ForConstructionPros.com/RENTAL

10/6/20 9:27 AM

RIGHT-SIZED OPTIONS FOR EVERY JOBSITE

Working at Height

Heavy-Lifting Applications

Work-Anywhere Hybrid

LEARN MORE AT GENIELIFT.COM ©2020 Terex Corporation, Terex, Genie and Taking You Higher are trademarks of Terex Corporation or its subsidiaries.

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10/6/20 9:27 AM

RENTAL NAMES 2020 EDITOR’S CHOICE AWARD WINNERS E

ach year, Rental selects new equipment and products that are deemed the most fascinating and impressive by our readers, end-users, and rental professionals in a 12-month period. The editorial team combs through pages of data on the hundreds of new products featured in the magazine and online to see which ones have received the most clicks and page views.

Though audience engagement online at ForConstructionPros.com/Rental is one way of

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choosing the winners, innovation and utility for the rental market are two other important factors in determining which products have made the biggest impact on the industry. This year, we broke the winners into five categories: Construction, Earthmoving, General Tool, Lifts, Material Handling, and New Tech, so there’s a little something for everyone.

Drumroll, please! Here are the 30 winners of Rental’s 2020 Editor’s Choice Awards.

www.ForConstructionPros.com/RENTAL

10/6/20 9:38 AM

CONSTRUCTION ○ Milwaukee Tool MX FUEL Equipment System The MX FUEL Equipment System is a cordless system designed to deliver the performance, run time, and durability demanded by the trades without the hazards associated with emissions, noise, vibration, and the frustrations of gas maintenance. Each of the solutions on the system go beyond the limitations of gasoline and power cords, and operate off one completely compatible battery system. The six product focuses chosen for the initial launch include the MX FUEL 14-in. cut-off saw, MX FUEL breaker, MX FUEL handheld core drill, MX FUEL sewer drum machine with POWERTREDZ, MX FUEL CARRY-ON 3600W/1800W power supply, and MX FUEL tower light/charger. www.forconstructionpros.com/21095664

○ Makita XEC01 Cordless Concrete Cutter The XEC01 cordless 9-in. power cutter features 18V X2 (36V) LXT technology that allows for lower noise, immediate starts, and reduced overall maintenance.

• Zero emissions enables indoor use • Compact and light weight for reduced strain for wall or above-chest cuts • Integrated water delivery with flow adjustment knob continuously feeds water for OSHA Table 1 compliance. www.forconstructionpros.com/21114289

○ Generac MDG25 Diesel Generator The MDG25 provides three-phase 25-kVA prime power in a compact cabinet that enables transport efficiency while making the generator easy to maneuver and tow.

• Reliable, easy to maintain Isuzu Tier 4 Final diesel engine requires no diesel exhaust fluid or DPF • 56-gal. fuel capacity with 28-hour run time • Weighs under 3,000 lbs. to allow for easy towing with no trailer brakes required • Easy to use Deep Sea DSE7310 MKII controller provides full programmability and status screens • Rugged, steel body design with 67-dBA sound rating • Optional 100% fluid containment www. forconstructionpros. com/21123041

○ EDCO DS-20 Downcut Walk-behind Saw In developing the DS-20 concrete/asphalt saw, EDCO took its proven 18-in. walk-behind saw’s design and added the ability to use a 20-in. blade, allowing users to cut 7 3/4 in. deep without the need for a larger self-propelled unit.

A 13-hp Honda GX390 gasoline engine with heavy-duty anti-vibration mount provides consistent, reliable power. The throttle system features a positive locking mechanism to ensure wide open throttle when engaged during sawing applications. The unit comes with a seven-gauge steel blade guard with welded protective segment flap and an easy turn crank for lowering and raising the blade in and out of cut. www.forconstructionpros. com/21111934

○ Felling FT-16 IT-I Drop-deck Industrial Tilt Trailer The FT-16 IT-I is a drop deck tilt trailer with a 5-ft. stationary deck and an 18-ft. tilt deck with dual cushion cylinder tilt with lock valve and Auto Tilt Deck Latch Mechanism. It's equipped with a removable attachment rack that's mounted on the front stationary deck, sitting inside the stake pockets on the exterior of the trailer, and is bolted in place. The rack provides ample room to transport a skid steer on the tilt deck along with multiple attachments and various tools on the rack. The trailer comes with Blackwood rubber-infused decking, two 8,000-lb. axles with torsion suspension, twin 12K drop leg jacks, a pallet fork holder, and toolbox with a lockable cover in the hitch. www.forconstructionpros.com/21108181

www.ForConstructionPros.com/RENTAL

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EARTHMOVING ○ CES 17VXB Battery-powered Electric Excavator Based on the 17VX-3 diesel-powered platform, the 3,915-lb. 17VXB batterypowered compact excavator comes with an electric motor powered by a lithium ion battery offering an eight-hour run time. An optional fast charger allows a crew to operate an extended work day without interruption, providing a 30% charge in one hour. The unit has a 7-ft. dig depth, 11-ft., 10-in. digging height, and 5,447 lbs. of bucket digging force. Expandable tracks spanning between 39 and 50 in. and a folding stabilizer blade enable easy access in and out of tight spots, ensuring a stable work platform. The auxiliary hydraulic systems provides 7.7 gpm for attachment use. www.forconstructionpros.com/21130223

○ Toro e-Dingo 500 Compact Utility Loader Toro has made a major step into the electric-powered equipment marketplace with the e-Dingo 500 compact utility loader. The e-Dingo allows end users to realize all the benefits and power of a standard compact utility loader with no fuel costs and zero exhaust emissions.

The utility loader is ideal for indoor construction jobs that require fast completion times and reduced overall costs.

• Powered by lithium-ion battery technology and designed for tasks that require heavy or continuous operation for indoor applications.

• Maximum operating capacity of 515 lbs.

• Features 4-Paw independent four-wheel drive system and true spinturn performance.

• Compatible with several existing Dingo attachments.

• Allows operators to utilize several power modes to conserve energy including Auto Idle feature. www.forconstructionpros.com/21123625

○ Kubota SCL 1000 Stand-On Track Loader Kubota enters the stand-on track loader market with its SCL1000, featuring wide tracks, a narrow body, and a rated operating capacity of 1,000 lbs. A wide 9.8-in. track comes standard on the overall narrow, 36-in. machine, enabling a ground pressure of just 4.0 psi. The integrated track design is engineered for durability with the undercarriage welded to the mainframe of the body. A 24.8-hp turbo-charged Kubota diesel engine features quiet operation, high altitude performance, and no diesel particulate filter requirement.

The loader arms have a hinge pin height of 84.7 in. and a reach of 25.9 in. at a 45° dump angle. Cushioned loader boom cylinders and an adjustable platform suspension system increase operator comfort for maximum productivity. The unit can achieve a travel speed of 5.1 mph. www.forconstructionpros.com/21121302

○ JCB 19C-1E Electric Mini Excavator The 2-ton 19C-1E electric mini excavator is powered by three lithium-ion batteries creating 15 kWh of capacity to enable the unit to complete a typical day’s work on a single charge.

• Optional four-battery pack increases capacity to 20 kWh and delivers an additional two hours of continuous use.

• A 48-volt electric driveline generates peak power up to 27 hp.

• Bosch Rexroth load-sensing hydraulic system enables optimal digging performance to a maximum depth of 9 ft., 3 in.

• Features an onboard charger with standard domestic 110V input for 12-hour recharging, available 230V charging option for eight-hour recharge, or fast charge option for two-hour recharge. www.forconstructionpros.com/21087944

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www.ForConstructionPros.com/RENTAL

10/6/20 9:38 AM

YOUR NEXT RENTAL FLEET LEADER

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The CX37C mini excavator from CASE Construction Equipment is one of the largest and most productive mini excavators you can transport with a 1/2-ton pickup truck and trailer*. Matched with an adjustable boom capable of digging more than 10 feet, a minimum tailswing design for getting in tight places, and an angled backfill blade that makes backfilling easy — the CX37C will be in high demand as the newest member of your rental fleet.

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Make your fleet even more dynamic today. CaseCE.com/CX37C Rules vary from state to state — always check vehicle capacities and state or local laws for applicable roading regulations and requirements.

*

©2020 CNH Industrial America LLC. All rights reserved. CASE is a trademark registered in the United States and many other countries, owned by or licensed to CNH Industrial N.V., its subsidiaries or affiliates.

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EARTHMOVING

CONTINUED

○ Bobcat R-Series S76 and T76 Compact Loaders The 10,250-lb. T76 compact track loader and 8,615-lb. S76 skidsteer loader have been redesigned to meet the growing demands of tough jobsites. The 74-hp vertical lift path loaders feature cast-steel lift arm sections for increased material strength and rigidity, as well as a slimmer profile arm that enhances visibility.

A one-piece sealed and pressurized cab design provides a nearseamless interior. Features include a redesigned cooling system, cast-steel Bob-Tach attachment mounting system, inline engine design, and durable direct drive system. The units have 2,900-lb. rated operating capacities, a 128.3-in. lift height to hinge pin, and 23.3-gpm auxiliary hydraulic flow with a 30.3-gpm high-flow option. An optional clear-side enclosure and mesh-free windows for enhanced visibility to the sides of the machine. www.forconstructionpros.com/21116184

○ Barreto 825TKL Mini Track Loader The 825TKL features a 25-net-hp Kubota D1105 three-cylinder, Tier 4 diesel engine and has a rated operating capacity of 800 lbs. at 35% of tipping capacity. The track carriages utilize two sets of articulated rollers to absorb impact and traverse smoothly over obstacles and uneven ground. In addition to the spring tensioner, a secondary hydraulic tensioning system maintains the correct track tension in reverse. The electric-over-hydraulic drive control system provides smooth, effortless control of ground drive functions. The unit can achieve ground drive speeds of up to 5.1 mph in forward and 3.6 mph in reverse, and has ground pressure of 4.6 to 5.9 psi depending on track size. A universal attachment plate allows use of industry standard quickchange attachments. www.forconstructionpros.com/21119692

GENERAL TOOL ○ Billy Goat F1402 Force Blower Ideal for larger size property and commercial applications, the new F1402 Vanguard-powered Force Blower offers cyclonic air filtration for better protection from debris with extended filter replacement up to 600 hours and TransportGuard, which prevents mixing of fuel and oil during transport.

The Billy Goat F1402 features 16-blade advanced fan technology with composite housing for less weight and lower fatigue when pushing. Patented Aim N Shoot allows the operator to direct the air discharge from the operator station and concentrates the air stream for the strongest blowing force in the market (up to 52% more concentrated) for the ultimate combination of CFM and PSI to get more work done.

For added operator comfort, the F1402 is available in self-propelled. Force blowers are up to 30% lighter than other units on the market and are easier to push. Smooth rounded housing eliminates air voids for quiet output and the proven design won’t rust or dent, and is backed by a five-year limited housing warranty.

Billy Goat’s complete line of wheeled blowers include 6-, 9-, 10-, 13-, 14-, and 18-gross HP† models. † Power rated by engine manufacturer. Vanguard: All power levels are stated gross horsepower at 3,600 RPM per SAEJ1940 as rated by Briggs & Stratton. www.forconstructionpros.com/21117343

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○ General Equipment Gen. 2 FCS10 Rip-R-Stripper The Gen 2 FCS10 RIP-R-STRIPPER floor covering stripper is a redesigned unit that 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 DIY projects The Gen 2 FCS10 is compatible with a variety of straight and scoring type blades up to 10 in. wide for use on wood and concrete surfaces. A small, lightweight design makes the FCS10 especially productive in hard-to-reach areas, such as bathrooms, closets, foyers, and other areas.

Anti-Vibe caster wheels add to the maneuverability of the unit in small spaces, minimizing the amount of vibration experienced by the operator.

The FCS10 is highly transportable due to the the new detachable handle design. The locking button and release lever have been eliminated making the process of detaching the handle simpler This product was published in 2009 and updated in 2020.

○ Morbark Rayco RG165T-R Stump Cutter The Rayco RG165T-R Stump Cutter has a 165-hp Ford V8 gasoline engine that provides the horsepower and torque to allow maximum use of the cutter wheel to remove large stumps quickly.

• Hydrostatic cutter wheel drive equipped with the “Quick Stop” cutter wheel • A 28-in.-diameter cutting wheel with 40 Super Tooth cutter teeth provides a 72.5-in. cutting width with 28-in. cutting path above and below ground level.

• Retractable undercarriage with non-marking rubber tracks allows passage through a 36-in. gate and then widens out to 51 in. for stable travel.

• Propel system features high and low travel speeds.

• Wide hydraulic backfill blade saves time during clean up and can be folded in easily for passing through gates.

• Wireless remote control unit sealed against dust, water, and other elements www.forconstructionpros.com/21096454

www.forconstructionpros.com/10081085

○ Vermeer SC70TX Stump Cutter Equipped with a 67-hp Cat turbocharged Tier 4 Final diesel engine, the SC70TX stump cutter uses direct drive to maximize the amount of horsepower to the 23-in. cutter wheel. The SmartSweep control system monitors engine speed and automatically adjusts the cutter wheel sweep speed to maximize power while reducing engine stress. The Yellow Jacket cutter system allows for efficient and convenient serviceability. It can travel up to 1,560 rpm and has a transport speed of 65 fpm for quick maneuvering from stump to stump. Its undercarriage system offers 4.3-psi ground bearing pressure and includes rubber tracks with a tread design that helps reduce turf damage while turning. For enhanced safety, the operator presence system stops the cutting wheel when an operator disengages contact with the capacitancesensing control handles. www.forconstructionpros.com/21066077

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○ General Pipe Cleaners Snake-Oil General Pipe Cleaners has brought back the original Snake-Oil, which is used to preserve and protect sewer cables from rust. Now called Snake-Oil Classic, it’s better than common lubricants, as General’s special rust inhibitor cuts through moisture and replaces it with a rust resistant coating.

Sewer cables and machines – including drums, bearings, and power cable feeds – can enjoy significantly extended life using Snake-Oil Classic. And General’s deodorant gives everything a fresh, clean smell.

It’s easy to use, too. Just pour a quantity of Snake-Oil Classic into the machine’s cable drum and rotate the container, letting the oil contact as much of the cable as possible. Then, drain off excess Snake-Oil Classic and allow the cable to air-dry.

Snake-Oil Classic is available in either quarts or gallons. www.forconstructionpros. com/21132328

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LIFTS

○ Hy-Brid Lifts PS-1930 Scissor Lift The Pro Series PS-1930 features non-fold-down rails and the LeakGuard fluid containment system, as well as a a color scheme that identifies it as meeting ANSI A92.20 standards. The unit has a platform height of 19 ft. and a working height of 25 ft., and includes a 60-in.-long by 24-in.wide platform with a 30-in. slide-out platform extension. It has a high lift capacity (650 lbs.), low step-in heights and a compact, lightweight design (less than 2,000 lbs.), and is able to fit through standard doors without fold-down rails and in standard elevators. It is rated for indoor and outdoor use with upper controls that allow users to switch between indoor and outdoor modes. The outdoor option is rated for use at a maximum wind speed of 28 mph.

○ Snorkel 2100SJ Telescopic Boom Lift Dubbed a “mega boom,” the Snorkel 2100SJ telescopic boom reaches a 216-ft. working height, has a 100-ft. outreach, and a 660lb. unrestricted platform capacity. reaches Suited for high-rise applications, it the equivalent of 22 building stories. It comes with an 8-ft. x 3-ft. trientry platform with 150° rotation and a 30-ft. jib boom with a working arc of -55° to +73°. The static axle transformation delivers smooth operation and minimizes tire scrub risk. The unit boasts enhanced maneuverability and five steering modes, including lateral steer with the wheels in a 90° position. Removable RF lower controls enable wireless operation for loading, and the secondary upper controls allow the operator to face the working area for platform positioning. An 8-ft., 2-in. stowed transport width enables easy transport. www.forconstructionpros.com/21118133

www.forconstructionpros.com/21111086

○ Genie Z-45 FE Hybrid Boom Lift The Z-45 FE combines the benefits of typical 4WD diesel machines with the quiet, clean efficiency of 100% electric-powered units.

• Maximum working height of 51 ft., 8 in. with a 22-ft., 9-in. maximum horizontal outreach, 24-ft., 7-in. maximum up-andover reach, and 660-lb. maximum lift capacity • A 5-ft. articulating jib offers 135° vertical rotation • A 24.8-hp Kubota D1105 Tier 4 Final engine-powered generator maintains state of charge of the batteries.

• Can work a full shift on a single battery charge in all-electric mode and more than a week on a single tank of diesel in hybrid mode.

• Full-time 4WD and electronic traction management, active oscillating axles, and up to a 4.0-mph drive speed enable quick travel on site. www.forconstructionpros.com/21120273

○ JLG 670SJ Self-leveling Boom Lift The J670SJ has a 67-ft. platform height and boasts a 550-lb. unrestricted and 750-lb. restricted capacity. It offers 45% gradeability, a 57-ft., 1-in. horizontal reach, and elevates to full height or back to ground level from full height in just 101 seconds. The unit automatically levels on grades up to 10° when in self-leveling mode, allowing the operator to traverse uneven ground with full functionality while driving at height. It also reduces setup time and/or repositioning to a level area, decreases platform movement during travel, and enables closer positioning to the work area. Standard mode enables driving with the boom down at faster speeds, while shipping mode allows the suspension to be lowered during transport.

The seed idea for the self-leveling boom lift came as the result of identifying and understanding customer needs. After seeing how challenging select boom lift applications could be, JLG engineers realized that the industry as a whole had designed current lifts for the near ideal conditions of firm, flat surfaces with a grade of 5° or less. This was the root cause of many customer pain points because the world is neither flat, nor does it come with improved surfaces. www.forconstructionpros.com/21124286

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iking peruverels in on face ns-

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TOUGHNESS YOU CAN COUNT ON

PERFORMANCE AND VALUE NEW CAMSO TLH 592S

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LIFTS

CONTINUED

MATERIAL HANDLING

○ Skyjack SJ9263 RT Scissor Lift The ANSI 92.20-compliant SJ9263 RT has a working height of 69 ft. and a platform capacity of 1,200 lbs.

• Standard platform dimensions of 6 ft., 3 in. wide and 14 ft., 2 in. long or up to 23 ft., 4 in. with dual extension option that accommodates four workers •

Features the AXLDRIVE axlebased four-wheeldrive system and a gradeability of 30%

•

Drive speeds of 3 mph stowed and .6 mph raised (33 ft.)

•

Auto leveling outriggers

•

A 24.8-hp Kubota D1305 Tier 4 Final diesel engine or optional 31-hp Kubota WG972 dual-fuel engine

www.forconstructionpros. com/21124924

UNLEASH THE FULL POTENTIAL

OF RELIABILITY, DURABILITY AND PERFORMANCE Sullair offers a full arsenal of elite compressors — from the workhorse 185 to the versatile 375 family and big air 1600H — helping you satisfy more customer demand.

EXPLORE THE SULLAIR COMPRESSOR FLEET AT SULLAIR.COM

© 2020 Sullair, LLC. All rights reserved.

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○ AMS-Merlo’s TF30.9 Compact Telehandler

○ Pettibone Traverse T1246X Telehandler

Merlo’s TF30.9 telehandler represents the ideal compromise between performance and size for any industry looking for versatility in their material handling applications. The TF30.9 delivers 6,600 lbs. maximum load capacity, 14,770-lb. unladen mass, and a 28 ft., 3 in. max lift height. Its low center of gravity increases machine stability and supports excellent traction.

• Three section boom • A max load capacity of 2,400 lb.

• Enclosed FOPS II and ROPS cab with 360° visibility • Fingertip control joystick • LCD shows real-time machine parameters • Hydrostatic transmission with four-wheel drive, with three steering modes • Pedal inching control • 115-hp, four-cylinder Deutz engine • The load sensing and flow sharing hydraulic system with its variable displacement features Merlo’s CDC (Load Dynamic Control) safety system.

• Compact size: 14 ft., 3 in. by 6 ft., 9 in. by 6 ft., 11 in.

The Traverse T1246X telehandler features an extendable, traversing boom that moves loads by traveling horizontally.

• Up to 70 in. of horizontal boom transfer allows users to land loads at the specified lift height and without having to coordinate multiple boom functions.

• A 12,000-lb. load capacity rating with 35-ft., 10-in. forward reach, and a maximum lift height of 46-ft., 6-in.

• A 117-hp Cummins QSF3.8 Tier 4 Final diesel engine with side pod mounting.

• Full-time four-wheel drive with limited slip front axle differential and Dana 223 Series high steer axles provide optimal tractive effort. www.forconstructionpros.com/21104535

www.forconstructionpros.com/21135200

PARTS MORE With a selection of more than 42 million part numbers, TVH is the One-Stop Shop for all your parts and accessories needs.

www.tvh.com www.ForConstructionPros.com/RENTAL

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MATERIAL HANDLING

CONTINUED

○ Gehl RS4-14 Telehandler At just under 60-in. wide and 75-in. tall, the RS4-14 is the most compact Gehl telescopic handler. It boasts a maximum lift capacity of 4,400 lbs., lift height of 14 ft., 3 in., and outreach of 8 ft., 8 in. The Gehl RS4-14 telescopic handler is a four-wheel drive machine with three steering modes and a 10 ft., 1 in. turning radius, so it can work on uneven terrain and in confined spaces. Although compact, the Gehl RS4-14 telescopic handler has a full size operator's cab for ultimate comfort. The machine is easy to operate, and the two-speed hydrostatic transmission with gear change on the GEN:3 multfunction single joystick provides flexibility and precision. The GEN:3 joystick allows the operator to control all hydraulic and directional functions with one hand, so the other hand can remain on the steering wheel at all times for added safety. A wide selection of attachments are available for maximum versatility as the machine is standard with a universal skid steer quick attach system. www.forconstructionpros.com/21045746

NEW TECH ○ Point of Rental eSign Deal Feature When the coronavirus pandemic hit and rental businesses throughout the world were forced to figure out how to conduct contactless business, Point of Rental stepped up to help the industry.

The company’s electronic signature solution, Rental eSign, was tweaked so that it could work independently of Point of Rental’s software solutions as a standalone option—valuable even for companies that didn’t have any rental software.

When many of the new signups asked what the company could do to help them collect payments, the development team sprang into action, connecting eSign to Stripe via API for easy processing.

During the depth of the downturn, Point of Rental made all of these features available for free, industrywide, 90 days at a time. Through July 31, the company provided more than $1 million worth of free software and services to help support the industry.

Today, eSign & Pay is still available in a pricing structure that makes sense for the rental industry. www.forconstructionpros. com/21128807

○ Magni Rotating Telescopic Handlers The rotating telescopic handlers combine the capabilities of a telescopic forklift, rough-terrain crane, access platform, and more into one machine. The range include 14 models with lift heights from 57 to 150 ft., forward reach from 47 to 110 ft., and lifting capacities from 11,000 to 17,600 lbs.

Standard RFID-based attachment recognition enables the machines to select the correct load chart for a range of attachments, including forks, winches, jibs, buckets, work platforms, and more. Multiple sensors around the machine enable load charts from 0% to 100%. The units provide two-wheel, four-wheel, and carb steering modes. Their cab design eliminates a dashboard, allowing for floor to ceiling glass at the front of the cab. The Combi-Touch System provides a choice of a full-color, intuitive touch display panel interface or control dial.

They can also be operated via remote control. www.forconstructionpros.com/21046991

○ Briggs & Stratton Vanguard Commercial Lithium Ion Battery Pack The customized Vanguard Lithium Ion Battery, Battery Management System, and Battery Charger work seamlessly together to deliver efficient power and performance.

• Easy installation with integrated mounting points that make it easy to stack multiple batteries for required power based on application needs • Outer metal shell provides maximum protection for enhanced durability • Modular internal components can be configured for multiple capacities and voltages www.forconstructionpros.com/21091071

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NEW TECH

○ JLG SkySense Enhanced Detection System SkySense technology, available for most boom and scissors lifts, uses strategically placed object detection sensors and innovative ultrasonic technology to heighten equipment operators’ awareness of the immediate surroundings.

• Sensors establish warning zones and create stop distances dependent on machine’s direction.

• Visual and audio alerts notify operators when lift is approaching an object.

• Sensors automatically direct machine to slow down and stop.

• Users can override system to inch closer to adjacent structures. www.forconstructionpros. com/21087335

CONTINUED

○ POWR2 POWRBANK Energy Storage System The POWRBANK is a lithium ion energy storage system that integrates with diesel generators, PV, and other energy sources to optimize efficiency of power generation and consumption.

• Reduces noise, emissions, and fuel waste by minimizing engine run time and maximizing use of stored energy.

• Includes three-phase/208V and 240V/split-phase models and now 480V models with up to 250-kVA power output and 1-MW hours of energy.

• Energy control module (ECM) with 7-in. touchscreen controller constantly monitors load levels and automatically switches between generator power and stored energy as necessary.

• 2020 models use the latest in LFP technology and are 41% more energy dense for even more compact, efficient power handling.

• Improved UI for ease of use along with richer control features including a "cascade mode" for paralleling multiple units to achieve higher outputs and flexibility.

• Fully customizable UI with multi-layered control logic creates a personalized control panel according to the application and user requirements. www.forconstructionpros.com/21108391

RENT BETTER MACHINES

AMS-MERLO.COM

TELEHANDLER SALES & RENTALS INFO@APPLIEDMACH.COM

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803-327-4949

www.ForConstructionPros.com/RENTAL

10/6/20 9:41 AM

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s

○ Wacker Neuson Battery Operated Equipment Wacker Neuson’s battery-powered equipment are zero-emission compaction and concrete consolidation products that provide an alternative power source for indoor applications and jobsites with noise and emission guidelines. Plus, the same battery system can be used to power all seven products across the three product lines.

The heart of the AS50e and AS60e rammers, the AP1840e and AP1850e plate series, and the ACBe backpack vibrator is Wacker Neuson’s BP1000 lithium-ion battery. One system, including battery and charger, is designed to easily exchange between all products. The BP1000 can be inserted into any product without the need of special tools. No cords and no fumes mean the operator can move around the jobsite freely and is no longer exposed to heat, exhaust fumes, and engine noise.

The smart-battery technology is designed to recognize what product it is powering, providing the most efficient operation.

Additionally, there is no liquid fuel source to spill during refueling, transportation, and operation. www.forconstructionpros.com/21123382

TOWABLE & STATIONARY Tier 4 Final Certified Ranges from 500 - 625 kW. Can be customized to meet specification/application.

www.ForConstructionPros.com/RENTAL

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OCTOBER/NOVEMBER 2020

23

10/6/20 9:41 AM

BUSINESS & FLEET

MANAGEMENT

By Lynette Von Minden, Liz Dorland, Jenna Jaynes

How to Connect During Crisis:

VIDEO & COVID-19

To keep customers and employees safe, rental store owners and managers must implement various protective measures—including new marketing techniques.

I

t’s the story that simply isn’t going away anytime soon: COVID-19.

As a result, we must continue to change the way we do business.

To keep customers and employees safe, rental store owners are implementing various protective measures.

While these are certainly important, they’re also impacting how store owners communicate with customers, even limiting or prohibiting the usual equipment “walk-arounds” or tool demonstrations. These face-to-face interactions increase the likelihood that customers will operate tools or machines correctly and safely, and they will return these items in good condition. However, under current restrictions, it’s challenging to physically show someone how to start a chainsaw or operate an aerial lift while maintaining proper social distancing safety measures. Fortunately, video marketing can help.

The Value of Video

Ru

sse

ll

Today, more than ever before, people are turning to videos to learn how to accomplish just about any type of DIY task, and that trend doesn’t seem to be slowing down.

In fact, recent marketing studies show that 85% of all internet users in the United States

watch video content (Mohsin, 2020).

Making a video or series is a great way to show customers how to operate a tool while limiting in-person contact. Short videos uploaded to your store’s website or emailed directly to your customers can not only provide much-needed instruction, but also serve as efficient and effective sales tools. Thankfully, you don’t have to get your hands-on professional equipment or take a special course to create high-quality videos. The following seven video tips will help you get started: Framing. Choose the best part of the scene to entirely fill the screen horizontally. If using a camera with autofocus, the lens will focus on whatever is in the middle of the display.

Focusing. When using a cell phone to capture the video, tap the subject on the screen once and the camera will focus on that object. If focusing on an object that is further away, zooming in on the screen will produce a blurry or distorted picture.

Instead, physically move closer to the subject until the image is clear and the needed size.

Recording. Once the right framing is achieved, hit record and shoot for at least 10 seconds. That will allow plenty of material to work with during the editing process.

Movement. To add some movement to the video, pick two landmarks as a starting and stopping

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 Instead of zooming in on your subject, physically move closer until the image is clear and the needed size.

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point. When ready, hit record, wait a second, and then pan across the scene slowly, so the shot is smooth. When the camera reaches the stopping point, wait another second, and then stop recording.

Lighting. Many recording devices will automatically adjust to your current lighting conditions. When shooting outside, keep the sun behind the camera operator, so the object they’re filming is well lit. If you’re interviewing someone outside, have that person face toward the sun, so their face doesn’t have any distracting shadows on it. When shooting indoors, try to fill the room with as much light as possible. Just like with the sun, if there are windows in the room, keep them behind the camera operator to avoid silhouetting.

Audio. The biggest challenge when shooting a video with a mobile device is getting quality audio. If you’re using the internal mic, go to a quiet place, keep the mobile device close to the person, and record the audio. If you have an external mic, have the person weave it under their shirt and clip it onto their collar. The external mic will always provide better audio.

Editing. There are a variety of editing software platforms available, and many have online tutorials that can walk a first-time user through the functions....

To finish reading this article, as well as watch a video showing all these tips and tricks in action,

visit www.forconstructionpros. com/21172781. www.ForConstructionPros.com/RENTAL

10/6/20 12:06 PM

Reliability. Rentability.

DONE.

The difference is clear.

The difference is DEERE. Being built for rental performance means these machines tackle the toughest jobs‌again and again and again.

JohnDeere.com/rentalsales

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10/6/20 10:49 AM

BUSINESS & FLEET

MANAGEMENT

by Ben Preston

Part 1:

THE ULTIMATE GUIDE TO RENTAL MARKETING

(How to Rank on Google for Free)

I

hear this often: Many equipment rental businesses feel they cannot compete online because they don’t have the marketing budgets that the larger, national chains do.

However, there is an incredible amount of opportunity for dealers and rental companies to win on Google without spending a dime on paid advertising. So I’ve designed this guide for the same reason we built Gearflow.com — to help your business compete online as more customers go digital.

Although this guide is geared more towards suppliers in the construction equipment industry, these tactics can be applied to any business.

By following this guide to rental marketing and sticking to it, you will not only outrank your competition on

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Google, but you will also do it without spending a dime on advertising.

Let’s get to it!

The Consumer is Changing; Don’t Get Left Behind Before we get into the tactics, I want to emphasize why your digital presence is so important. I’ve written about the need for eCommerce in construction given the change in consumer behavior. I have also talked with equipment rental owners, manufacturers, and part suppliers who all say the same thing — times are changing. Millennials are now between the ages of 25-39, and they are increasingly becoming the decision makers. Their first step towards a buying decision? According to a Google study, 71% of B2B researchers start their research with a generic search.

There are roughly 13 million searches a month for construction equipment related terms in the U.S., with three-quarters coming from mobile devices. This amounts to a lot of opportunity for the businesses that win on organic search. However, to win search, you must show up on the first page of organic results on Google. You should note that 75% of all clicks for any given Google search go to the top three organic spots.

The 10th spot on the first page, which is the last result on the page, has a 3% click through rate (CTR).

What happens if you fall off the first page? The second page on Google has a combined CTR of 0.78%.

Let’s recap these stats: ■ 71% of your buyers are starting their purchase with an online search.

■ 75% of them are clicking the top three organic spots on Google.

You cannot buy those customers.

The average CTR for the sponsored results purchased through Google Adwords for the business to business (B2B) category? According to Wordstream, 2.41%. That means that you have a better chance of getting a customer to your website if you are the 10th organic spot than if you paid for a sponsored result. So, how do you land on the first page of Google?

This is what is called Search Engine Optimization or SEO.

What is SEO and Why is it Important?

Google’s primary job is to surface the most relevant, trustworthy, and authoritative information for any given search while also matching the intent of the search. They do this by their ever-evolving algorithm, which ranks the expertise, authoritativeness, and trustworthiness of every URL on the internet based on roughly 200 different factors.

www.ForConstructionPros.com/RENTAL

10/6/20 11:06 AM

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Delivering a standing ovation worthy performance all day, every day. Learn more about America’s best-selling diesel utility vehicle* and find your local dealer at KubotaUSA.com.

* Kubota RTV Series is America’s best-selling diesel utility vehicle according to Power Products Marketing North American Utility Vehicle Market Reports, May 2016. $0 Down, 0% A.P.R. financing for up to 48 months on purchases of select new Kubota RTV-X Series equipment from participating dealers’ in-stock inventory is available to qualified purchasers through Kubota Credit Corporation, U.S.A.; subject to credit approval. Some exceptions apply. Example: 48 monthly payments of $20.83 per $1,000 financed. Offer expires 12/31/19. For complete warranty, safety and product information see dealer or KubotaUSA.com. © Kubota Tractor Corporation, 2019.

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10/6/20 11:06 AM

BUSINESS & FLEET

MANAGEMENT

by Ben Preston

SEO is the practice of optimizing your website and content against each of these factors to give your website the best chance to be highly ranked on searches relevant to your business.

SEO is often confused with search engine marketing (SEM), but the goal of SEO is to acquire organic traffic.

SEM includes strategies to acquire both organic and paid traffic.

Organic traffic acquisition does not require an advertising budget, but it does require time and patience. In fact, it typically takes six to 12 months of regular content marketing for the effects to take hold.

The following is a case study from an equipment rental company that invested in SEO as their primary customer acquisition channel: For five years since their founding, their traffic was relatively flat. In May 2017, they started investing in their blog and regularly posting articles strategically written for SEO. At this point, they had about 7,500 unique visitors to their website a month. By December 2017, they still were only seeing 9,000 unique visitors a month. However, they continued to invest their time in content.

By July 2018, they had 31,000 unique visitors a month. By July the following year, they were seeing over 100,000 unique visitors a month. As of July 2020, they are approaching 180,000 unique visitors a month.

Content marketing has

Backlinko

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Content marketing typically takes six to 12 months to bear fruit.

compounding effects, but it requires patience and consistency to hit an inflection point in traffic. Most businesses give up on their content marketing efforts before they hit that inflection point. What most people don’t get is SEO is not as simple as posting blogs and hoping people find them. Content marketing requires a formulaic approach that extends far beyond keeping up with a blog.

Now, I’m going to walk you through a recipe for success in rental company content marketing and SEO.

GOOGLE MY BUSINESS

Table Stakes This chapter covers the table stakes, or the (fairly) painless wins that cost you little to nothing financially.

MODERN WEBSITE

If you have an outdated website, you are not alone. The good news is that, contrary to popular belief, creating a modern website does not require an agency that specializes in rental businesses, a freelance software engineer, or a listing site to build and host your website for you. In fact, a modern website is more achievable now than it ever has been before.

The bad news is that if you don’t have a modern website, then the rest of this guide is moot.

Site builder tools such as the two I recommend, wix.com and 75% of all clicks go to the top three organic spots.

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WordPress, allow you to create beautifully designed websites with built-in lead generation functionality for less than $100 a month. Their tools are intuitive, have many helpful third-party integrations built in, and are already technically optimized for SEO. These websites will not necessarily get you a total eCommerce solution, but they will get you halfway there — a clean-looking site that represents your brand and enables you to attract customers online.

Google My Business is a free tool from Google that allows local businesses to appear in local searches and on Google Maps. Google ranks local businesses based on relevance, distance, and prominence. Prominence is the one factor you can control. Prominence is based on your SEO and the number of positive reviews you have. Google states that your position in web results affect local search results, so SEO best practices still apply.

■ Ask your customers to leave reviews on your business to help with your local search results.

■ Manage and respond to your reviews. This shows that you are engaged, and Google will reward you for that engagement.

■ Add photos, posts, and products to your Google My Business page. Completeness and freshness of the content on your page boost your rankings.

Google My Business is a musthave to appear in local searches, like

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10/6/20 11:06 AM

Approximate monthly searches in the U.S. for construction equipment related terms.

“Scissor Lift Rental Near Me,” as it’s free and takes less than an hour of work to get set up.

GOOGLE SEARCH CONSOLE

Google Search Console is a free tool to help you understand how your website is being indexed by Google and what errors need to be addressed. It will also identify what search queries you are appearing in and how many clicks you are earning over time. This is important: Google Search Console is where you submit your sitemap. You can think of your sitemap as the blueprint of your website, as it makes it easy for Google to find your site’s pages and understand the contents.

SOCIAL MEDIA

A lot of businesses in the construction equipment space do not have a social media presence. Most of them are under the assumption that their customers do not use social media.

The statistics say otherwise.

■ 78% of adults 30-49 and 64% of adults 50-64 use social media.

■ 76% of all Facebook users visit the site every day.

■ The average person spends 50 minutes a day on Facebook and its properties.

Even if customers in the construction industry spend half the time that the average person does on social media, you still have an opportunity to get your brand in front of your customer for 25 minutes a day. The social following that a site such as MachineryTrader has achieved is proof that there is a large audience on social media in the market for construction equipment and rental.

It takes time, quality, and consistency to build a large social media audience. It does not require any money.

NEWSLETTER

On average, email generates $38 of

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revenue for every $1 spent and is 40x more effective than social media. A newsletter is an excellent opportunity to build relationships, attract new customers, and promote your business.

Email newsletters should contain content that people actually want to read (a breakthrough, I know).

Too many newsletters are used as promotions, especially in the heavy equipment and tool industry. This is the wrong way to think about email marketing. Instead, provide insights into your business, promote your best customers, and offer guidance.

Hubspot and Backlinko are both examples of companies that have done an outstanding job with their email newsletters. The free content that they distribute has led to hundreds of thousands of email subscribers for each of their businesses.

Again, you may think that email marketing doesn’t work for the construction industry, but the statistics say otherwise. The construction industry has the second highest email open rate (45%) among the 28 industries analyzed by Hubspot.

Start with free tools such as Mailchimp or Constant Contact and grow from there. Just remember to tone down the promotional content, and instead, be a resource to readers.

Now that we’ve covered the fundamentals of how to succeed in rental

marketing online, including understanding your changing customer, what SEO is, and the table stakes, the second part of this guide will help you with simple next steps in content marketing for your business.

Come back to Rental to learn how to decide what content to create and how to make sure it ranks in the top spots of organic search on Google in order to direct prospects and customers to your rental business. *This article was adapted from its original version, “The Ultimate Guide to Construction Marketing,” on the Gearflow.com blog with permission from the author.

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TECHNOLOGY & SOFTWARE

FEATURE

By Brian Beaudry

REPRIORITIZING RENTAL

V

icki Dickerson and A to Z Equipment Rentals & Sales entered the world within a month of each other in Phoenix, Arizona. Now, with her leading one of the largest rental companies by volume in North America, it would seem as though the two were destined to be together.

But she may have never even gotten involved in the business if it hadn’t been for another family’s move to the area when their son was in seventh grade. That’s when Doug Dickerson entered Vicki’s life. They met in middle school, stayed friends throughout high school, began dating after graduation, and got married shortly thereafter.

And in 1984, when Doug finished his degree in materials management at nearby Arizona State University, he became the first member of the family to work for A to Z. Vicki soon followed, but herfirst experience working at A to Z was a short one; when the cou-

ple’s first child was born, she cut her hours back to part-time. When a second one arrived, she left A to Z and started running her own daycare. Five years later, their third child, Grant, was turning three, and Fred

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Matricardi, her father and the founder of A to Z, was beginning to plan for his eventual succession and asked Vicki to come back.

It was a bit of a gamble, but her father won her over and she returned to A to Z in 1995. Doug was also invited to return to A to Z, but he didn’t until 2003, and the pair have been working together ever since.

Becoming a Dealership Prior to their first departure from the company, A to Z had started becoming a dealership for various products.

“In ‘88, we became Honda dealers, Stihl dealers, we took on the John Deere dealership line, too,” says Doug. “We were bringing those lines in primarily because it lowered the costs of acquisition of products into the rental fleet.”

Not only did it lower the prices for their rental equipment, it gave them opportunities on the retail side to make more money.

Becoming a dealership provided a lot of additional revenue streams, but it also took a little bit of the company’s focus off of rental. With dealers continuing over the past 30 years to make more specialized, computerized, complex equipment, rental became more appealing. The knowledge required for technicians to handle all the proprietary technology in so many product lines became too much to handle.

In 2016, A to Z decided to pare back the number of brands they were dealers for, focusing on key brands and getting back to their rental roots.

So, while they were looking for a software that could handle their needs, they had to balance their rental needs with their dealership’s needs.

At that point, they decided there wasn’t a rental software that could handle the dealership side of things to their liking, so they signed a multi-year contract with a dealership software provider.

That software was great for the sales side of their business, but it was a nightmare for the rental side, which was responsible for nearly half of the company’s income. Because it was built for account customers, it seemed like, “it didn’t want us to take money,” several A to Z employees said. Customers literally walked out the door because it was taking so long to get contracts done.

With nearly two years still on their contract, A to Z was back in the market for a software that worked for every part of their business. They didn’t want to swap back and forth between programs – they needed a rental software that could handle the dealership side of the house as well.

Building for the Next 50 Years In 2018, they found the right software for them. Point of Rental had built out their Elite product, which added features specifically designed for dealers.

Better still, the Dickersons found that Point of Rental and their software team were willing to listen and improve the software to ensure it would continue to meet their needs.

Their third son, Grant, joined the company full-time after finishing college and has played a key role in implementing both systems into the company. He was impressed with the thoroughness of the process and Point of Rental’s focus on ensuring that A to Z’s needs were met.

www.ForConstructionPros.com/RENTAL

10/6/20 9:34 AM

“The transition was pretty impressive,” he says. “We had extensive training remotely beforehand, and the trainers came on-site and worked with us when we went live. Our implementation team stuck with us through the initial weeks, and even now, we’re able to work with them on issues and they’ll get us where we need to go.”

After using Point of Rental for only a few months, employees started to reap the rewards of a more intuitive software.

“It’s made it a lot easier to do all aspects of my job,” said Blake Mcerlain, part of A to Z’s Avondale team. “Whether it’s making a new rental, ordering parts for a customer, looking up new or old reservations… it just makes it a lot quicker and easier.”

Mcerlain’s sentiments were echoed throughout the company, with counter staff in all four locations citing the ease of use and ability to get through contracts quickly as a huge benefit. It’s also improved employees’ self-esteem – the delays with the old system took their toll not only on customers, but how A to Z’s team felt they were perceived.

“Customers view me as more efficient now,” said Event Rental Coordinator Kelly Hardy. Because the old system didn’t allow for easy access to view inventory at all their locations, customers would be at the counter for several minutes while staff searched for items in the system. “I think they thought before that either we as a company were antiquated or that we weren’t competent.”

Elite isn’t perfect on the dealership side of things, but the Dickersons say it takes care of what it needs to and they believe Point of Rental will continue to improve the software to support their processes. And the effect on the rental side of their business has been immense.

www.ForConstructionPros.com/RENTAL

1020RPN_30-31_Tech&Software.indd 31

“The employees are a lot happier. You can see at the counter that things are a lot more efficient, quicker for the customers, doing things like transfers, renting at one store and returning at the other. They’re all much easier to do in this system,”

Doug says.

With three Dickersons involved in the company, a rental software they can rely on, and Matricardi still around the office, A to Z Equipment Rentals & Sales feels like home, 60 years later.

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10/6/20 9:34 AM

SAFETY ZONE

FEATURE

Safety First,

Safety Always Fairchild Equipment Corporate Safety Manager Marty Schumacher sits down with Rental.

S

afety is one of the biggest and most important considerations an equipment company should practice, preach, and prioritize.

Fairchild Equipment, a material handling equipment dealer with locations in Wisconsin and Minnesota, who also serves the Upper Peninsula of Michigan, North Dakota, and northern Illinois as well, has taken that message to heart.

Founded in 1985 as Yale Materials Handling under the leadership of Gary Fairchild, Fairchild Equipment has grown from a five-person operation to having over 280 employees. They’ve added new brands to their portfolio, expanded their service areas to better serve the Midwest, and have established a strong company culture. That culture is a big part of the company and who they are today. It also mentions and prioritizes Safety Always, or being committed to safety always, no matter what.

Marty Schumacher, corporate safety manager at Fairchild, spoke with Rental to talk more about Fairchild’s safety culture and how that can be practiced properly throughout rental businesses and the industry as a whole.

R: Safety is one of Fairchild Equipment’s top core values. How do you make it a priority within your company?

Schumacher: We promote safety at all times and in all places.

What we mean when we say that is, we want our employees safe at work and at home, which we make a priority

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through training and our health and AUTHOR BIO wellness programs. All our employees take the required safety training OSHA Marty Schumacher Fairchild Equipment Corporate courses, and we even go above and Safety Manager beyond what OSHA requires. Our techFairchild Equipment nicians are also trained and certified on the equipment they are working on. know safety is crucial to any company.

To us, safety includes overall health We provide OSHA-aligned courses for too. We make being healthy a prioriforklift training, aerial equipment operaty for our employees by having a health tors, and in-house trainers. Our training and wellness program. Employees are ensures that your employees can safeencouraged to participate, and they can ly and skillfully operate equipment from be rewarded with a discount on their Hyster, Yale, JCB, Genie, JLG, and more. health insurance premium if they particWe have forklift and aerial lift ipate in our wellness program. We have training classes that fulfill OSHA company challenges such as being active requirements for both initial training or maintaining/losing weight where and refresher courses. Our certified inemployees can accumulate points. The house trainers also offer training for more points the employee earns in a our customers, both for operators and year, the bigger insurance discount they those who want to become a certified can be eligible for. In the future, our plan trainer to provide training themselves. is to get the employee’s family members The courses are designed around parinvolved in our wellness program too. ticipants’ current skill level, the specific By having healthy employees, they machine they will be operating, and any are less likely to injure themselves at potential workplace hazards. work or at home. That is why one of These courses are important for our top core values is Safety Always business owners and operators alike to (we are committed to safety at all times ensure safety and that OSHA requireand in all places), and it’s so imporments are met. tant because it reflects on our other core R: What are the biggest challenges facvalues (Family Values, Customers for ing company safety practices today?

Life, Employer of Choice, Active in our Keeping employees focused on the Communities, etc.). task at hand. With all the unsettling R: Can you tell me more about your news today, it is more difficult for people material handling solutions and to focus on what they are doing. A lot OSHA-aligned courses? Why are they of attention is being focused on the new important for business owners and pandemic... operators alike?

To read the rest of the interview with Fairchild Equipment, visit At Fairchild www.forconstructionpros.com/21195003.

Equipment ... we

www.ForConstructionPros.com/RENTAL

10/6/20 11:04 AM

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10/6/20 11:04 AM

SAFTEY ZONE

FEATURE

HILTI’S TOOL CLEANING GUIDE: A SAFER AND HEALTHIER JOBSITE ENVIRONMENT

These cleaning methods from Hilti North America are intended to further reinforce focus on worker safety and productivity of customers, especially during COVID-19.

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■ Submerge a clean cloth in the solution and wring out until it stops dripping; ■ Carefully wipe every outer surface – especially grips and handles. Ensure that no liquid flows into the tool.

■ Allow the tool to dry completely before using.

Before using any chemical products, please read instructions carefully to ensure your safety and to protect the tool. Chemicals such as hydrogen peroxide, chlorine-based fungicides, sanitary cleaners, acid/ citric acids, descalers, or degreasers must not be used as they may damage the tool. Then, start with the steps for a routine clean, as mentioned above, and proceed as follows: ■ Spray a cloth with either universal cleaner or disinfectant liquid until damp; ■ Wipe the tool thoroughly, focusing on contact points such as grips and handles; ■ Allow the recommended contact time to elapse; ■ Wipe off any excess liquid immediately.

“These cleaning methods during the COVID pandemic are intended to further reinforce our focus on the worker safety and

productivity of our customers,” said Michael Kennedy, SVP of Hilti North American Specialty Businesses, which includes rental.

While safe, this is also a cleaning procedure that will prevent damage to the tool. It does not necessarily mean it is completely disinfected though. Make sure to wash your hands thoroughly after contact with cleaning chemicals. Avoid touching your face with unwashed hands.

Proper ventilation of the area is highly recommended, and do not spray cleaning chemicals directly onto tools as this may cause damage. Additional precautions are needed if blood is discovered on any tool or construction equipment.

Cleaning your rental equipment and tools is an important consideration for those around you, including your employees, customers, and friends and family. The precautions you take could be the difference between a healthy, successful business and the potential for incident.

Hilti North America

T

he COVID-19 pandemic has made construction site hygiene more important than ever. The experts at Hilti North America say clean tools, clean hands, and safe distancing are essential for your crew’s wellbeing.

With routine cleaning and maintenance, rental business owners and users alike can help extend the tools’ lifespan, prevent unexpected downtime, and reduce safety hazards.

Depending on tool usage and frequency, the basic cleaning of a tool should take about two to three minutes. Advanced cleaning might take longer. Before starting, make sure that the tool is switched off and disconnected from any power source, including the battery. Refer to your company’s guidelines on protective equipment required when cleaning.

Then: ■ Remove coarse dirt with a brush or damp cloth. Using compressed air may expose you to airborne dust, so, as mentioned above, refer to your company’s guidelines for specific protective measures.

■ Scrape off any remaining dirt using a spatula. Be careful not to damage the tool housing.

■ Remove grease or other residue from the surface of the equipment using a damp cloth: ■ Dilute suitable soap in water to make a mild solution;

www.ForConstructionPros.com/RENTAL

10/6/20 9:32 AM

1020RPN_34-35_Hilti.indd 35

10/6/20 9:32 AM

INDUSTRY UPDATE NEW SECTION!

RENTAL’S RECOGNITION CORNER

T

aunton Rental owner John Kelleher reached out to Rental to send some love and appreciation to long-time employee Kenny Oldfield, who has been with the company for 34 years.

“Kenny has a heart of gold and always goes over and above the call of duty for our customers,” says Kelleher.

Oldfield has rental in his blood, as both his dad and uncle worked at Taunton Rental. He followed suit in 1986 at the age of 16, and, as of right now, says he has no plans to retire!

“He has a true love of helping customers achieve their goals,” says Kelleher.

Congratulations to Oldfield for his hard-work, extraordinary efforts, and heart of gold! Way to go, Kenny!

If you want to nominate a special employee in the rental industry, send Editor Alexis Brumm an email at abrumm@acbusinessmedia.com!

S

No an al

Pr Sk us rai qu

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10/6/20 9:31 AM

INDUSTRY UPDATE

THE ARA SHOW

RETURNS TO LAS VEGAS IN OCTOBER 2021 The American Rental Association (ARA) has announced that The ARA Show 2021 has been rescheduled for Oct. 18-20, 2021, at the Las Vegas Convention Center. The 2021 edition of ARA’s annual trade show and convention for the equipment and event rental industry was previously scheduled for February in New Orleans.

and many others in an effort to ensure a clean, safe, and essential show in February. When it became clear that the pandemic would not allow us to safely host the type of event our rental community expects, we adapted — just as our industry has throughout a resilient 2020.”

To accommodate the shift to a fall 2021 show, the ARA has canceled The ARA Show 2022, which was planned to take place in Anaheim, California.

Read more at www.ForConstructionPros.com/21196265.

“The safety and vitality of the rental community is our top priority,” said Tony Conant, ARA CEO. “We consulted with our members, monitored all the leading sources of health information, and worked closely with convention center partners, the city of New Orleans,

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10/6/20 9:31 AM

INDUSTRY UPDATE

SUNBELT RENTALS PARTNERS WITH

MARINE CORPS MARATHON

S

unbelt Rentals has partnered with the 2020 Marine Corps Marathon. The MCM, also known as “The People’s Marathon,” is celebrating its 45th anniversary. Sunbelt Rentals will have several team members, including veteran employees, family members, and those running to honor a veteran, participating in the nowvirtual race between September 27 and November 10.

“We are excited to be a part of this important event and share the commitment of Sunbelt Rentals in supporting our veteran employees,” said Shane McKenzie, director, Veterans Programs, Sunbelt Rentals.

The Sunbelt Rentals Veterans Program is designed to improve support for military veteran team members and their families. It is built on the foundation of resources, recruitment, recognition, and retention. That includes offering job aids and resource groups, strategic partnerships, mentors, and more to

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ensure the success of veteran team members.

“As a veteran, I am honored to participate in the MCM this year,” said Jeff Alberts, a Sunbelt Rentals branch manager. “It gives me time to reflect on those who have given the ultimate sacrifice for this country, especially the soldiers I served with in conflict. The fact that Sunbelt Rentals supports the MCM shows their commitment to the veteran community and the value they see in the technical expertise of their veteran employees.”

The MCM was established to promote physical fitness and generate community goodwill, while also showcasing the high standards and discipline of the United States Marine Corps.

In addition to marking its 45th anniversary, this year’s MCM commemorates the 75th anniversary of the Battle of Iwo Jima by featuring actual volcanic ash collected at that site within the event medal.

Read more at www.ForConstructionPros.com/21196265.

www.ForConstructionPros.com/RENTAL

10/6/20 9:32 AM

CCO PAUL MCDONNELL TO STEP DOWN FROM UNITED RENTALS

U

nited Rentals has announced that Paul McDonnell, chief commercial officer, will leave the company on Sep. 30.

McDonnell will continue to provide advisory services to United Rentals in an independent capacity for 24 months. His leadership responsibilities with respect to sales and specialty operations will be absorbed under Dale Asplund, chief operating officer.

Matthew Flannery, chief executive officer of United Rentals, said, “We thank Paul for his significant contributions to the success of our company, both as a talented leader and a strong advocate for our customers.

He led the growth of our specialty

rental segment to the largest network of its kind in the world. I’m pleased that Paul will remain available to us, and I join our executive team in wishing him continued success.”

those accomplishments with the many extraordinary people I’ve had the privilege to work with along the way. I wish the company continued success.”

McDonnell’s tenure in the rental industry includes 21 years with United Rentals. He joined the company in 1999 upon the acquisition of D&E Steelplate Rental, and subsequently held roles of increasing responsibility, leading to his appointment as executive vice president and chief commercial officer in 2019.

McDonnell said, “It has been an honor to help grow United Rentals from its early days in equipment rental to a $9 billion industry leader and innovator. I share my pride in

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PS

T

Statement of Ownership, Management, and Circulation

(Requester Publications Only)

1. Publication Title

2. Publication Number

3. Filing Date

Rental

686-370

September 15, 2020

4. Issue Frequency

5. Number of Issues Published Annually

6. Annual Subscription Price

Jan/Feb, Mar, Apr, May, Jun/Jul, Aug/Sept, Oct/Nov, Dec

8

Free to Qualified Subscribers

7. Complete Mailing Address of Known Office of Publication (Street, City, County, State, and Zip+4)

Contact Person

AC Business Media 201 North Main St., 5th Floor Fort Atkinson, WI 53538-1807

Telephone

Angela Franks

(920) 542-1259

or

m

8. Complete Mailing Address of Headquarters or General Business Office of Publisher

AC Business Media, 201 North Main St., 5th Floor, Fort Atkinson, WI 53538-1807 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor Publisher (Name and Complete Mailing Address)

Eric Servais, Publisher 201 North Main St., 5th Floor Fort Atkinson, WI 53538-1807 Editor (Name and Complete Mailing Address)

Alexis Brumm, Editor 201 North Main St., 5th Floor Fort Atkinson, WI 53538-1807 Managing Editor (Name and Complete Mailing Address)

10. Owner (Do not leave blank. If the publication is owned by a corporation, give the name and address of the corporation immediately followed by the names and addresses of all stockholders owning or holding 1 percent or more of the total amount of stock . If not owned by a corporation, give the names and addresses of the individual owners. If owned by a partnership or other unincorporated firm, give its name and address as well as those of each individual owner. If the publication is published by a nonprofit organization, give its name and address.)

Full Name

Complete Mailing Address

ACBM, LLC, Barry Lovette, CEO

201 North Main St., 5th Floor, Fort Atkinson WI 53538-1807

11. Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or more of Total Amount of Bonds, Mortgages or Other Securities. If none, check here.  None Full Name

Complete Mailing Address

12. Tax Status (For completion by nonprofit organizations authorized to mail at nonprofit rates) . (Check One) The purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes:

 Has Not Changed During Preceding 12 Months  Has Changed During Preceding 12 Months

PS Form 3526-R Facsimile, July 2014

13. Publication Title

14. Issue Date for Circulation Data Below

Rental

Aug/Sept 2020

15. Extent and Nature of Circulation

Average No. Copies

a. Total Number of Copies (net press run) Outside County Paid/Requested Mail Subscriptions stated on

No. Copies of Single

Each Issue During

Issue Published

Preceding 12 Months

Nearest to Filing Date

21054

21089

16166

15768

0

0

1

0

(1) PS Form 3541. (Include direct written request from recipient, telemarketing and b. Legitimate

Internet requests from recipient, paid subscriptions including nominal rate subscriptions,

Paid and/or Requested

employer requests, advertiser's proof copies, and exchange copies.)

(2) In-County Paid/Requested Mail Subscriptions stated on PS

Distribution

Form 3451. (Include direct written request from recipient, telemarketing and internet

(By Mail

requests from recipient, paid subscriptions including nominal rate subscriptions,

and Outside

employer requests, advertiser's proof copies, and exchange copies.)

(3) Sales Through Dealers & Carriers, Street Vendors, Counter

the Mail)

Sales, and Other Paid or Requested distribution Outside USPS. (4) Requested Copies Distributed by Other Mail Classes

0

0

16167

15768

4256

4770

0

0

Through the USPS. (e.g. first-Class Mail) c. Total Paid and/or Requested Circulation [Sum of 15b(1), (2), (3), (4)] (1) Outside County Nonrequested Copies stated on PS form 3541. (include sample copies, requests over 3 years old, requests induced by a premium,

d. Nonrequested

bulk sales and requests including association requests, names obtained from

Distribution

business directories, lists, and other sources)

(2) In-County Nonrequested Copies stated on PS form 3541.

(By Mail and Outside

(include sample copies, requests over 3 years old, requests induced by a premium,

the Mail)

bulk sales and requests including association requests, names obtained from business directories, lists, and other sources)

(3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail.(e.g. First-Class Mail, nonrequestor copies mailed in

0

0

107

23

excess of 10% Limit mailed at Standard Mail or Package Services Rates)

(4) Nonrequested Copies Distributed Outside the Mail (include pickup stands, trade shows, showrooms, and other sources)

e. Total Nonrequested Distribution (Sum of 15d (1), (2), and (3)) f. Total Distribution (Sum of 15c and e)

4363

4793

20529

20561

g. Copies Not Distributed

525

528

h. Total (Sum of 15f and g)

21054

21089

i. Percent Paid and/or Requested Circulation

78.7%

76.7%

(15c / 15f x 100) *if you are claiming electronic copies, go to line 16 on page 3. If you are not claiming electronic copies, skip to line 17 on page 3.

PS Form 3526 -R Facsimile, July 2014

Statement of Ownership, Management, and Circulation

(Requester Publications Only)

Average No. Copies

16. Electronic Copy Circulation

No. Copies of Single

Each Issue During

Issue Published

Preceding 12 Months

Nearest to Filing Date

a. Requested Electronic and Paid Electronic Copies

-

-

b. Total Requested and Paid Print Copies (Line 15C) + Requested/Paid Electronic Copies (Line 16a)

-

-

c. Total Copy Distribution (Line 15F) + Requested/Paid Electronic Copies (Line 16a)

-

-

d. Percent Paid and/or Requested Circulation (Both Print & Electronic Copies) (16b divided by 16c X 100) x I certify that 50% of all my distributed copies (electronic & print) are legitimate requests or paid copies 17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the October/November issue of this publication.

18. Signature and Title of Editor, Publisher, Business Manager, or Owner

Barry Lovette, CEO

Date

September 15, 2020

I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties).

PS Form 3526 -R Facsimile, July 2014

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EYE ON RENTAL // B y

Dick Detmer

Retaining, Training, and

APPRECIATION

I

n addition to the massively important subject of hiring great people that I addressed in the August/September issue, retaining and training of team members deserves a major spotlight as well.

It is wise to invest in those who are currently already on board. It’s likely that some or most of your staff have not yet reached their full potential. Every rental company should aspire to have even more spectacular performers. Here are just a few key points to consider: ■ Use job enrichment when possible. Some current employees can be trained to handle additional (and sometimes higher level) job duties. Employees can sometimes feel “stuck in a rut” and a few expanded duties can help negate that.

■ Consider instituting rewards and other perks that your employees are not likely to receive elsewhere if they are ever tempted to leave your company.

■ Be certain that your employees are receiving fair wages.

Sometimes it’s difficult to compete, but you may be able to offer the kind of personalized perks and caring, family atmosphere that others can’t match.

■ Concentrate a healthy amount of your strengthening efforts on your front-line employees who communicate daily with phone, in-person, and internet customers and prospects. Just imagine the enormous opportunity of what even a modest

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improvement in their selling skills can produce.

■ Develop efficiency focused training programs that are specific to your company’s needs.

Better training programs help with employee retention. When employees feel confident, efficient, and strong in the per-

formance of their duties (and are continuously learning new skills), they are more apt to stay at the company. There is a stronger sense of being a true professional. Be certain that managers and other supervisors receive a healthy dose of the training necessary to keep the efficiency initiative vibrant daily–long after the initial training is completed.

■ If employees do not have a comprehensive orientation and solid training in the beginning, they won’t be as likely to grasp the joy of making a career at your equipment rental company. Also, having a more organized, systematic way of doing things in their

day-to-day business activities takes away some of the out-ofcontrol aspects of working in a rental business. Consider having a specific “duties and responsibilities” sheet developed for each worker in your company.

■ Have some performance-based incentives. Make sure they’re well-crafted and specific to your rental company. Some incentives can be constructed around measureable production, quality, and safety goals. I believe that performance incentives can be an important part of making work more interesting and rewarding. Some of these incentives can be designed for individual performance and others for team performance. Done correctly, these rewards can help increase revenue and decrease expenses. Also, they can boost overall morale as well as retention.

■ Be certain to compliment your staff. Even if you feel they know how much you appreciate them, it is still important to say the words.

Remember, it is so important to have an effective employee retention and training system. When you do get someone with excellent potential, be sure to prepare them properly for success and growth.

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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10/6/20 9:29 AM

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