Another person is on the phone, asking about your trencher rates. This time, let's listen in.

Counterperson: Thanks for calling XYZ Rentals. How may I help you?

Caller: What are your rates for a walk-behind trencher?

(The counterperson quotes daily and weekly rates.)

Caller: Thanks. Just checking.

Counterperson: Fine, give us a call if we can help.

Does this sound pretty typical? The counterperson was polite and answered the caller's questions. But did the counterperson exceed the caller's expectations? Do any selling? Or was the counterperson simply an order-taker? Let's be order-makers.

In this case, what do you know about the caller? Name? How long the customer wants the trencher? When? Do you know what the caller wants to use the trencher for and whether you can provide any other equipment or supplies? Do you know if this person has ever rented from you before? NO! All we know about the caller is that he/she wants a walk-behind trencher.

And what does the caller know about XYZ Rentals? That your trenchers are in great condition? That you have a service policy that will take care of any problems? That you are the largest rental store in the area (or whatever else sets you apart from your competition)? NO! All this person knows is that you rent trenchers for so-much per day and so-much per week. Most shoppers need (and want) more information than that to make a decision.

Most of your business starts with a phone call. What in that call motivates the caller to call you back?

Let's rework the call and include a level of service that makes the caller want to do business with you.

Counterperson: Thank you for calling XYZ Rentals. This is Jim. How may I help you?

Caller: I need to rent a walk-behind trencher. What are your rates?

Counterperson: Great, I can help you with that. May I get your name?

Caller: Hal.

Counterperson: Thank you, Hal. Is this a homeowner rental or a business?

Caller: I need this at home.

Counterperson: May I have your phone number?

Caller: 766-5101.

Counterperson: Thank you. Have you ever rented from XYZ?

Caller: No.

Counterperson: Well, then, we welcome you as a customer! Now, how deep will you be going?

Caller: I am laying a pipe. I guess, oh, 3 feet deep.

Counterperson: OK, when and how long do you need the trencher?

Caller: I need it this Friday. I think I can do the job in one day.

Counterperson: Hal, while I am checking on the price, let me tell you something about us. XYZ Rentals has been in business for over 25 years. Also, we have six stores in the area, so if we don't have what you need at this location, we can get it for you quickly. All of our trenchers are less than a year old. Now, let's see, the rate for the one you need is.... Can I reserve that for you?

Caller: Sure

The difference in the two calls is obvious. The second counterperson is doing far more than quoting rates. He is actually selling and providing a level of service to the caller that exceeds all expectations. We know important information such as the caller's name, phone number, how long he wants the trencher and what he is doing with the trencher. With all this helpful information, it is easier to service the caller.

Also note that the caller learns more about XYZ Rental - he gets a lot of useful information to help him make a business decision. Hal is impressed with XYZ's 25 years of business and feels at ease, knowing the equipment is fairly new. The rate now has more value to him.

The second call, of course, was longer. But providing this level of service results in more business and more callers feeling glad they called. There are many places in your city to rent a trencher.

Create value for your callers/customers. Give them reasons to rent - reasons that go beyond price.

On the average, more than 80 percent of business starts with a phone call. It should not end with that call. Stop quoting rates and start delivering service. Your customers will thank you, your employees will thank you, and your bottom line will thank you.

Copyright © 1999 American Rental Association. All rights reserved.