Successful communication involves informing prospective customers about the benefits of your services, persuading them to try or use them, building customer loyalty and reminding them in the future of the benefits they received from that service.
Here are several effective communication vehicles and some questions to help you rate how you're doing:
Displays. Are your displays clean? Do they offer product information and have you placed merchandised-related or impulse items together? Are your best-moving items displayed at eye level? Is your pricing clear and competitive?
Signage. Think of all of the areas where you can use clear, appealing, attention-grabbing signs to promote, inform and direct customers to items.
Advertising. Have you made a plan, set a budget and evaluated your results? Does your plan integrate several means of reaching your target market? Your Yellow Pages listing is an effective reference for customers who have already decided to rent, but other advertising media can reach those who are not yet familiar with the advantages of renting.
Personal selling. Have you trained your employees in customer service, selling techniques and telephone courtesy?
Value. Customer value is whatever customers value. And your customers' perception of value influences their spending. Have you communicated a unique combination of benefits to your customers? (Benefits include one or more of the following: quality, price, convenience, on-time delivery and after-rental service.)

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