Nov. 15, 2020
During the keynote presentation of the inaugural ARA RentalTech conference hosted by the American Rental Association (ARA) in October 2020, Dale Asplund, executive vice president and chief operating officer, United Rentals, Stamford, Conn., said digital is the new way forward for rental.
“In today’s world, customers expect to do business when they want to do business — having a system that gives them access 24/7 when they want to get the support from the rental company,” Asplund says. “The days of sitting at a rental counter will soon be behind us.”
This need for a digital customer experience, however, did not begin in March when the coronavirus (COVID-19) pandemic hit. The pandemic only accelerated the timeline by five years according to a study by IBM.
Why? Because your customer’s behavior is shifting and about 70 percent of all business-to-business (B2B) buying decisions are starting on Google.
This makes sense because, according to a Merit study, up to 73 percent of all B2B buyers are now millennials, who are now between the ages of 25 and 39.
This means that a growing segment of your prospective customers prefers to do things on their own online versus talk to a sales rep.
Find a list of 12 marketing initiatives you can get started with today to compete online without spending a dime on a paid ad in the November issue of Rental Management magazine.
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