By Dan Companion
Rent N Go Consulting

Customer’s who payout a rental agreement are GOLD. They are LOYAL customer’s who have proven, beyond any reasonable doubt, that they love the rental program. So what are you doing to get these customers back into an agreement? Anything less than a trip to Las Vegas might not do.

Valued Customer Program
A Valued Customer Program should be a mandatory part of your marketing make-up. This program, like everything you do in business, must be measured to be effective. If you have 10 agreements which payout you need to retain 50% of those...minimum. If those 10 agreements equal 7 customers then you need to retain 5 customers.

It's Not Brain Surgery
What does it take to get a customer back into an agreement?...simple... it’s the person at the counter with a BIG SMILE, BIG HUG, and a BIG PROMO! The rental business is a competitive place. If you allow a loyal customer who was paying you $75.00 per month to change their shopping habits, you’re throwing away thousands of dollars.

Keep Rate is King
In the rental business, a higher KEEP RATE is a good thing from any angle. It’s less maintenance on inventory, less transportation expense, less of a drag on the inventory floor, more gross dollars in revenue, and ,most importantly, it’s a very satisfied customer!!

If your not tracking your Pay-Out Revenue AND Pay-Out Retention in your store...your losing money. Like all critical business factors it must be

• Measured
• Managed
     and
• Tracked

The more critical factors you measure, the more control you have over your Rent to Own success.