"Rent to own shoppers are not looking for a lower payment or a bigger TV, they are looking for a new relationship"

The old saying "rent to own customers don't shop, they rent" has never been less true than it is today. With a rent to own store seemingly at every crossroads, consumers are exercising their "God given right to shop" more than ever before. The key to turning a shopper into a renter is knowing what they are shopping for?

What a rent to own shopper wants
While the inventory carried by rent to own companies varies slightly, the differences are likely not great enough to sway the average rent to own consumer. The real difference from store to store and company to company is not the inventory, it's the people. Rent to own shoppers are not looking for a lower payment or a bigger TV, they are looking for a new relationship. And they are looking for a new relationship because they are unhappy with the one they already have with your competition.

So how do you sell a relationship?
A good start is knowing your product. If the extent of your knowledge about big-screen TV's is that they have really big-screen's...my comfort level in your ability to service the product will be very low. If, on the other hand, you wow me with your product knowledge, I will feel secure that any problems I may encounter will be handled promptly and professionally, which is probably why I'm shopping around in the first place.

Where's the best place to obtain product knowledge?
Your suppliers are the single greatest, and in most cases untapped, resource for product training. A good rep loves to sell. A great rep loves to teach others to sell. Most reps are ready, willing, and able to give sales training at any location on some regular basis. Call all of your suppliers and arrange an hour of product training on a different category each month. TIP: If your phone calls aren't returned...find a new supplier.