Differentiation with Power Messaging & Maximization with The Bay Group
2
Who is United Rentals?
Deepest Product Offering
n Largest equipment rental provider to the commercial construction industry – 843 locations
– 3,400 equipment categories
– $7.9B in rental equipment
– 1600 sales people
General Rental Aerial
Trench Safety Power & HVAC
Tools
50%
46%
Industrial/ Non-Construction
Non- Residential
Residential 4%
My story begins with how we arrived here
3
Combining the two largest rental companies
700+900 43k 274k 1600 $1.7B
Zip Codes Covered
Active Customers
National Accounts
Overlapping Business
Sales Team
4
Sales & Marketing Execution
Creating a Competitive Edge for Our Sales Force
Increasing Sales Effectiveness & Productivity
Productivity
Effectiveness
Productivity tools (Salesforce.com, deal desk)
New training (negotiations, messaging & on-boarding)
Real-time lead generation/Campaign calendars
Sales management playbook 2 1
3
Pricing tools (CORE, price agreement analytics) π
Data-driven territory optimization N
S E W
5
Sustainable Growth Strategy
2013 Priorities
Key Accounts n Protect n Grow through cross sell
n Data-driven targeting n Resourced for further penetration
n Consistent message company wide n Differentiation
Key Industrial Verticals
Value Proposition
Focusing on Outperforming Overall Rental Market
6
Changing the Customer Conversation
Focus on Wrench Time vs. Pushing Iron
Laborer Time Study (5 Yr Construction Institute Study)
29%
19%
52%
Wrench Time
Tools & Equip
Other
n Travel n Personal n Material
Handling n Waiting n Prep Work
Time is the Biggest Customer Challenge!
19% of time spent obtaining, transporting & adjusting tools
Direct Wrench Time = 29% of a craft laborer’s day!
7
8
POV pitch
UR specific messages
Big picture
Proof points
Number plays
Stories with contrast
Grabbers Stories with contrast
Value wedge
Conversations that differentiate
Power Messaging
Account plans
Anticipating countering tactics
Negotiations throughout
Setting higher targets
Profitable concession strategy
Positive tension
Manage information
Uncover customers needs
Primary Focus on the Process
SSN Negotiations
Bundling the Conversation
Post training reinforcement & accessing material
9
Accessibility to Material Post Training
10
Creating Demand Qualifying Solving Closing SALES CYCLE
Follow-up
Present Introduce Solution
Get an Appointment
Grab Attention
Conduct Meeting
Call Guides Emails Point-of-View Pitch & Cue Cards
Confirmation of Needs Email
Solution Briefs Presentation
SALES ACTIVITY
Micro Site
11
Mobile Access
12
United Rentals Success Story
84
79
61
3
Success stories
Million in closed business
Months after PM training
Million in new potential business
Our story doesn't end here
13
Transitioning Sales at United Rentals
PP PM SSN
14
Next Steps in Talent Development
Power Coaching
100 minutes
Mgt. Reinforcement
Workshops SSN 2
Power Messaging 5.0
15
Conclusion: Customer Engagement Strategy
Offering
Solutions
Service Levels 24/7
Sales Coverage
n Breadth of offering – Total Control®
– Specialty Businesses – Safety
n Industrial & Commercial leadership
n 2,500 inside/outside sales reps n Solid GTM: Customer message n Marketing & SFE excellence
n $7.9B in Fleet n Full North American
coverage
n FAST n Customer Care Center n Customer Focused Scorecard n NPS
UR4
Unparalleled Unique
Unmatched Ultimate
Build & Widen Competitive Edge
16
Questions