The Miracle of Cross Renting

01 Dec 2015 3:07 PM | Anonymous

By Nathan Kallen

Over time, each and every rental company, be they copiers, AV or computers, will face equipment shortages and geographical restrictions. These are two of the most common reasons that companies cite when joining the ITRA.

The ITRA was formed specifically to help member companies increase their rental revenue during times of equipment constraints and in parts of the country where they did not have a physical office. In other words, it literally pays for your to join the ITRA and to get to know your fellow members. Where do they work? What kind of inventory do they have? How can you work together.

GEOGRAPHY – Most member companies only have one or two offices at most. This geographic constraint can also be looked at as a way to enhance your ITRA relationships. Let’s say you are located on the east coast and have an event on the west coast. Does it make sense to ship your equipment across the country, figure out a tech and then still be able to make some money? Or would a better solution be to partner with a west coast company and crossrent what you need from a fellow member who you know personally that you can count on? And the best part is, you don’t ever have to worry about a fellow member poaching your customers.

INVENTORY – None of us has everything that we need all of the time. It’s just not possible. Technology changes. And sometimes we all have to rent equipment. This is another great opportunity to get to know a fellow member. When you face inventory constraints you can count on fellow ITRA members to give you fair pricing, terrific service and be a trusted business partner.

By increasing your awareness of geographical and inventory issues you can actually increase your margins. And best of all, the member companies of the ITRA will also learn to call you and your company…which will also increase your bottom line.

Author: Nathan Kallen of Kallen Media LLC

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