ARA of Indiana’s September event offered something for everyone
By Connie Lannan
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ARA of Indiana’s September event offered something for everyone

After more than a year and a half of virtual offerings, the ARA of Indiana board members wanted their first in-person event to offer something for all members. They achieved that goal Sept. 29 when they hosted an evening at Topgolf that included sales training, networking, great food and golfing fun.

“We were getting stir-crazy,” admits ARA of Indiana President Brian Flinn, operations branch manager, MacAllister Rentals, Indianapolis. “During the last 18 months, we offered a lot of virtual safety-focused free events. We weren’t getting great traction and thought we might not be hitting everyone’s needs, so we changed direction and went on a sales training approach combined with a social event.”

By all accounts, it was a winning combination.

An initial networking opportunity helped break the ice and even allowed many of the new board members, including Flinn, the opportunity to meet their fellow board members in person for the first time.

Then, Emily Shaw, sales coach at Lushin, presented “A Better Sales Process From Start to Finish.”

“She was very engaging with the group. It was a very interactive presentation,” says Gina Glas, CERP, owner, A Classic Party Rental, Indianapolis, who serves as the ARA of Indiana’s new treasurer.

One of the points that hit home with Glas was what Shaw called pattern interruption. “We discovered how all of our sales processes were very similar, no matter what segment of the industry we serve. That made everyone stop and think about how we can get into an almost-robotic routine. With pattern interruption, we need to ask how we can interrupt that and have a more personal and unique conversation with our customers,” Glas says.

To go along with that, Shaw talked about how every sale is emotional, whether one thinks it is or not. “It is not just about product or service offerings. She discussed how the buyer is making an emotional decision every time, so how do we keep that in mind and go from ‘What do you need?’ to diving deeper and ask, ‘Why do you need it? What is the impact of this decision-making?’ It’s about taking the conversation deeper than we normally would,” Glas says.

This was a new concept for Kent Marshall, owner, Valley Equipment Rental, Terre Haute, Ind., who, after 23 years in the equipment business, is planning to open his rental business later this year.

“That was something new to me. Sometimes we ask what the customer wants, but we don’t always ask other questions. That would include if there is a delay, understanding the impact that could have on our client as well as that client’s perception about our business. I think that was a good point to consider,” he says.

Following the sales training, everyone gathered for dinner and then some golf, including some good-natured competition.

For Marshall, his first ARA of Indiana event was so worth his time. “I had been in Louisville, Ky., all day for the Utility Expo, but I really wanted to attend. It was well worth it. I was able to network and connect with other rental operators from Indiana. The dinner also was really nice. Being gone all day, I was pretty hungry when that was offered. I absolutely plan to go to other ARA of Indiana events in the future,” he says.

Glas agrees. “This is my first ARA of Indiana event. I met quite a few people, learned sales concepts I can take back to my team, played golf and had a great time,” she says.

It checked all the right boxes for Matt Mutton, president, Mutton Party and Tent Rental, Fort Wayne, Ind., too.

“I try not to miss an opportunity to network with other rental operators. Coming out of the coronavirus (COVID-19) pandemic, I think many of us that are active in the rental network craved that more than normal. Beyond having a great time connecting with people from around the state, the sales session was very educational, and I took a few things home that I hope to implement. Most importantly, though, I confirmed that I am still terrible at golf,” says Mutton, who serves on the ARA of Indiana board.

Flinn was pleased with how the chapter’s first in-person event went. “I believe it was a big success. The sales presentation was very interactive. Emily incorporated a lot of technology so people could interact with her while she was presenting. The dinner allowed everyone to engage in conversation. Everyone from the board sat at different tables so they were able to connect with members and discover their needs. Then everybody, whether they were a beginner or a top golfer, had fun with the golfing portion. It was a relaxed atmosphere and incorporated a little bit of competition, which a lot of people strive for. We had many people stay after our event officially finished, which was great,” he says, noting that he and the board will look at future gatherings that can help attract even more rental operators.

Connie Lannan

Connie LannanConnie Lannan

Connie Lannan is special projects editor for Rental Management. She helps plan, coordinate, write and edit ARA’s quarterly regional newsletters, In Your Region. She also researches, writes and edits news and feature articles for Rental Management, Rental Pulse, supplements, special reports and other special projects. Outside of work, she loves to bake for others, go for walks with her husband and volunteer for her church and causes she believes in.

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