Equipment rental industry expert, Andy Laking, and founder of Joint Venture Sales Consultants Ltd. (JV) is now offering franchise opportunities to help equipment-rental companies boost their business and profitability with contractors. Laking's program is entitled “The New Rental Reality - Business Improvement Program for Equipment Rental Companies", with the tagline: “Earn more from less, in true service of the customer.”
Laking said: “Everyone knows that customer churn is flawed practice, so we help companies develop the right long-term relationships. But the biggest surprise to most rental companies I work with is that not all business is good business. By strategically replacing certain existing customers you can increase profitability.”
Laking started out as a fitter and driver with Hewden in 1990 and went on to hold a wide range of field roles before moving into management. After 20 years in the business, he decided to take the plunge as a consultant, offering a unique skill set and experienced viewpoint. JV Sales is ready to grow, with the franchise model offering a fast route to national and overseas expansion.
Until now, he's applied his system largely in the UK, but he is looking to expand its use to North American equipment rental. What Laking believes is missing—on both sides of the Atlantic—is affordable consultancy. “Software can improve your bottom line; but what we're proving in Europe is that affordable consultancy can completely transform your business, delivering genuine, sustainable ROI," he says.
Franchise owners will receive an extensive training and mentoring package written by Laking, based on his experiences in senior sales and account management roles with companies such as Lavendon and Speedy. It also draws on his more recent successes with JV Sales. The tool kit includes how to forensically examine and understand a rental/hire business, from the depot to the boardroom; sales presentation and negotiation training supported with mentoring; personal performance coaching; and maximizing rental revenues by introducing price justification techniques, innovative products, and supply technologies.
“The biggest cost to any hire or rental business is an underperforming sales team,” said Laking. “A lot of companies exacerbate this with employee churn, which actually creates turmoil for their customers and their bottom line. We show them it is much more cost-effective to invest in your people rather than spend on recruitment, training, and then re-recruitment."
“Most regional hire companies recognize they could benefit from another point of view on their business,” he said. “Together ‘we’ are smarter than ‘me’. An affordable coach represents real and tangible benefits; accessible like never before. By re-examining and redefining the customer base, you can achieve rental rate premiums. Our franchisees will work in partnership with rental companies to enhance revenues by using industry-specific engagement tools and plans,” said Laking.
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