October 2014

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26 | www.cedmag.com | Construction Equipment Distribution | October 2014 Rental County, Calif. Staff has grown from 30 employees to more than 70. For now, BigRentz.com transactions are primarily done over the phone. Imbimbo says renters don't have enough confidence to move to online ordering yet – they aren't willing to risk having a crew on the jobsite without the right equipment. Now that its network has been built, the company plans to focus on strengthening relationship with suppliers and reward- ing them for the level of service they bring to customers. To help them reach the next stage of success, BigRentz. com has hired Robert Gray, formerly of Wynne Systems; and Brandon Huff, a former vice president of Yahoo, will lead the company's search engine marketing efforts. The company is spending close to $5 million per year on Internet marketing to drive traffic to its website. Technology expert Liam Stannard was hired to build out the website to provide visibility into equip- ment availability at each location. For dealers without any online visibility, BigRentz.com could be a great help to gain market share from end-users looking for rentals online. But for dealers who are already optimized to rank locally for search, BigRentz.com may not do as well as your own search engine market- ing efforts. Still, it has the potential to bring in new rental customers. Imbimbo says some dealers have doubled and tripled their rental fleets since working with BigRentz.com. Is BigRentz.com Stealing Your Customer? While there is a possibility that one of your customers will turn to BigRentz. com for their rental needs, it won't be because their sales reps are calling on them. BigRentz.com operates a call center fielding inbound calls generated from its online presence. They do not send sales reps into the field. Imbimbo believes there are three reasons why people rent from BigRentz.com: (1.) the renter is new or inexperienced and does not have existing relationships with traditional rental companies; (2.) the renter may be working in a new city or state; (3.) the renter may not be satisfied with his current provider. Stevenson Sales & Service is a crane and aerial work platform supplier that has benefited from its relationship with BigRentz.com. Since coming on board as a supplier in June 2014, they have obtained 14 rental transactions. "They do the advertising and we follow through," said Phil Benedia, who manages sales for the dealership. Orders include the jobsite address and contact, but may not include the company name. "BigRentz.com clients are primarily new customers that we currently don't do business with," he added. A full line of newer cranes and aerial work platforms helps Stevenson get orders from BigRentz.com. The dealer- ship also carries some unique pieces of equipment such as the JLG 185. To date, Benedia has been satisfied with the business relationship and has had no instances of a wrong machine being ordered. ("Who and What Are Shaking Up the Rental Model" continued from page 24) YOU WANT SOLUTIONS AND OPTIONS YOU GET IT HERE WITH AED BUSINESS SERVICES AED Help Desk 888-412-8079 www.askhrt.com Manned by Karla Dobbeck (karlad@hrtechniques.biz) and her associates at Human Resource Techniques, Inc., the AED HR Help Desk allows AED members to get answers to simple questions or many employment-related issues free of charge. services are also available to member companies at a discounted rate of $125 per hour. Call Counsel 312-506-4480 www.koponairdo.com Call Counsel is AED's new FREE legal hotline for AED members provided by Kopon Airdo, LLC, AED's general counsel. • Callers receive immediate guidance on commercial, employment, and litigation-based legal questions, enabling them to evaluate possible courses of action – and to understand the when a legal situation arises or is looming. • to on all calls. BigRentz & Dealers Here's what dealers can do to improve their chances of getting business from BigRentz.com.com 1) Provide great service every time. 2) Provide an accurate list of the equipment in your rental fleet and any requirements. 3) Price equipment competitively. Dallas Imbimbo Dallas Imbimbo

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