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How Distributors Can Increase Rental Profitability

Tue July 02, 2002 - National Edition
Construction Equipment Guide

For equipment distributors it’s a vexing problem. How do you increase your rental volume, provide the service customers seek—and still make a decent profit?

The situation isn’t helped by the fact that rentals is a dynamic industry where change is commonplace and new competitors enter the business seemingly every day. For dealers steeped in the art of selling new equipment, mastering the rental game is a tricky endeavor.

To help dealers struggling with these issues, The AED Foundation is offering a program titled "Rental Volume: See How Top Distributor Companies Keep it Growing."

The seminar, featuring two of the rental industry’s leading authorities, is July 15-16 at the Best Western at O’Hare, minutes from O’Hare International Airport.

The seminar has three key dealer-improvement objectives: to increase rental volume,improve rental profit and grow contribution margin.

This is practical, hands-on education. Attendees will learn market-tested strategies and specific action steps to improve their rental businesses.

Teaching on the seminar’s first day is Bob Currie, president of Currie Management

Consultants. Widely respected for his comprehensive knowledge of the rental business, he has conducted this seminar for AED members for the last five years and also has appeared at several of the association’s annual meetings.

On Day Two attendees will hear from Larry B. Kaye, senior partner in the consulting firm of Script International, a firm that has been involved in virtually all phases of rental store managment, including financial planning, inventory management, rate structures, business plans, financial modeling and customer profiling. He also is a former equipment rental company owner who sold two of his businesses to national rental chains. Most recently he has initiated the start-up of 70 rental stores in South America.

The seminar addresses key dealer rental issues, including product mix, utilization, pricing, equipment maintenance and repair, wash-out analysis and replacement cycles. You’ll learn better ways to control costs, market rentals, train and develop employees and reduce inventory expenses.

For more information, contact Mike McGinty at (630) 574-0650, ext. 344. To register online, log on to

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