United Rentals - Differentiation With Corporate Visions and Maximization With BayGroup: How They Work Together


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Hear from a leader who has applied both Corporate Visions’ and BayGroup’s solutions together to improve the sales teams’ conversations and performance. No matter which solution you currently use, you’ll want to find out how the sum of these two companies is greater than the individual parts.

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United Rentals - Differentiation With Corporate Visions and Maximization With BayGroup: How They Work Together

  1. 1. Differentiation with Power Messaging & Maximization with The Bay Group
  2. 2. 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 RentalAerial Trench Safety Power & HVAC Tools 50% 46% Industrial/ Non-Construction Non- Residential Residential 4% My story begins with how we arrived here
  3. 3. 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. 4. 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 playbook2 1 3 Pricing tools (CORE, price agreement analytics)π Data-driven territory optimization N S EW
  5. 5. 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. 6. 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. 7. 7
  8. 8. 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. 9. 9 Accessibility to Material Post Training
  10. 10. 10 Creating Demand Qualifying Solving Closing SALES CYCLE Follow-up PresentIntroduce Solution Get an Appointment Grab Attention Conduct Meeting Call GuidesEmails Point-of-View Pitch & Cue Cards Confirmation of Needs Email Solution Briefs Presentation SALES ACTIVITY Micro Site
  11. 11. 11 Mobile Access
  12. 12. 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. 13. 13 Transitioning Sales at United Rentals PP PM SSN
  14. 14. 14 Next Steps in Talent Development Power Coaching 100 minutes Mgt. Reinforcement Workshops SSN 2 Power Messaging 5.0
  15. 15. 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. 16. 16 Questions