April 2, 2018
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Enterprise Exec Stresses Innovation, Brand By Jeffrey Bellant
Rush - Dated Material
LAS VEGAS – Brand, relationships and innovation remain key factors for remarketing success. That was the message delivered by Kurt Kohler, senior vice president of leet acquisition and remarketing for Enterprise Holdings. Kohler addressed industry representatives as the keynote speaker at the Conference of Automotive Remarketing here in March. “Some things haven’t changed,” Kohler said, “and we’re able to build on those. “As individuals, we can continue to get better at these things, personally and professionally.” “One of them is your brand. Everybody has a brand. Your company has a brand. People need to know what your services are and what you have to ofer.” However, Kohler said everyone should know what their mission is and what is vision of their company. “It’s what you want people to think about when you’re not there to tell them about your brand,” Kohler said. “If you don’t have that, it all goes back to price.” Kohler said the vision of Enterprise founder Jack Taylor was to have people say, “He’s a nice guy and I like doing business with him.” Kohler also said he wanted to take what he learned in the Navy – integrity, team spirit, hard work – and integrate that into the company. The company has grown in many ways in the past 60 years. Today, Enterprise is in 90 countries, with 1.9 million vehicles and 100,000 employees. Even after 60 years, a business still needs to be “advancing the ball,” Kohler said. “There are a lot of disrupters,” Kohler said. “They are trying to igure your business out, so they can
do it faster and quicker than you’re doing it today. “My point is you have to be ready for that stuf.” Kohler said a business doesn’t have to be the irst mover, but you have to be ready to follow fast. In 1995, the executive team got together and realized they had to measure what matters. As a result, it launched its Service Quality Index. The Index is based on two questions: “Were you completely satisied with your rental?” and “Would you rent from us again?” Kohler said success also means: trusting the system you have in place. “You have got to allow your different disciplines to run their businesses,” he said. “You can’t run it from the corporate oice.” Kohler said the company hires about 8,000 people each year, many of whom are college students. He said they look for sociable people, maybe someone from a fraternity or sorority. “Maybe not the valedictorian, but someone in the middle ground,” he said. “Someone who wants to help you and wants to do right.” Employees are made up of about 60 percent male and 40 percent female. They move into the position of management trainer, eventually growing into a branch manager. “You’re responsible for your employees,” Kohler said. “You’re judged on their retention. You have to make sure they’re happy with you.” Kohler said those managers are responsible for the vehicles, the proit and loss statement and the Service Quality Index. Success relies on the personal touch, too. “Relationships matter,” Kohler said.
Photo by Jeffrey Bellant REMARKETER’S INSIGHT: Kurt Kohler of Enterprise Holdings delivers a keynote address at the recent Conference of Automotive Remarketing in Las Vegas.
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