By Jay Roberts (bio)
RTO Magazine Contributing Editor - Operations
Vice President of Operations for National TV Sales & Rental

Remember the 3 foot rule. "Anybody that comes within 3 feet of you must get a business card
Jay B. Roberts - Operations Editor for RTO Magazine, Vice President of Operations for National TV Sales & Rental

From the moment your store opens until you lock up at night, there are profit opportunities. When the phone rings and the door swings, opportunity is knocking.

In the Store (Swinging)
Every time the door swings, opportunity is knocking. Whether it's an existing customer making a renewal payment or a potential customer just looking around, do not miss the opportunity to sell that customer on who we are, what we do and how we do it.

In the Store (Ringing)
How many times per day does your phone ring? Most would say "it rings off the wall". On the other hand, how many RTO Professionals take full advantage of every "Ringing opportunity." The objective of every conversation must be to make the sale. When you speak to existing customers on the phone, you're selling them on the value of renewing for another week. When speaking to potential customers, your selling them on the value of renting from you  rather than the guy down the street.

In the Field
When your Account Managers or Customer Service Representatives are in the field making a Delivery, Pick Up, or Service call, make sure to do something to generate new business. Years ago I heard a quote relating to rent to own customers;

"Rent to Own customers run in economic circles with Rent to Own customers."

Your potential customers are the neighbors and co-workers of your existing customers. Remember the 3 foot rule. "Anybody that comes within 3 feet of you must get a business card." Another rule of thumb is the ABC rule, " Always Be Closing."

The entire concept of marketing a Rental Store is to make the target market aware of who you are, what you do, where you are and how to get in contact with you. Companies spend hundreds of thousands of dollars marketing their Companies and yet the best method of advertising is "word of mouth." Satisfied customers generate more business than the best marketing guru on the planet.

Action Exercises
1. Be aware that every time a customer is in front of you, opportunity is knocking; take advantage of it. Send the message that you are here to serve them.

2. Follow up on employee field work to confirm they are doing something directly related to growing your customer base.

3. Spend time every day talking to existing customers to generate some Deliveries or the referral of a friend of relatives.