Three Tips For Turning a Shopper Into A Renter

Competition for rental customers is fierce. Negative advertising has become more prevalent; ie "Forget rent to own, come lease from us". In this competitive environment, turning a first time shopper into a paying renter is more critical than ever before.

Sell Yourself
Sounds like "sales 101", but it is especially true for rent to own dealers. There is an old saying that goes "people buy from a person, not a company." It's not that your furniture is irresistible, or that simply laying eyes on your latest Whirlpool washer makes customers swoon, it's you. You represent the value over your competition. You are the only thing your competition doesn't have and cannot acquire. You are what makes your store unique.

Name 3 things you do for your customers that no other rent to own in the market does? memorize them and never, ever let a customer spend more than 3 minutes in your store before you tell them exactly what makes you unique. If you can't name three...perhaps there are other issues...here are some examples.

• We deliver in one hour

• We guarantee same day completion of repairs

• We give a free weeks rent for every family member that opens an account

• We don't go home until you're satisfied

• We guarantee damage free delivery or we bring a new (fill in the blank) and the next week is free

Never Let Them Leave
This is an exaggeration of course, but the bottom line is a be-back is a lost agreement. Do whatever it takes to gain the customers favor. Take five dollars to get a signature and hold a piece of inventory until payday if necessary. In a business where a few dollars gets merchandise delivered and switching rental companies can be done with a phone call, renting is the ultimate impulse-buy. "I'll be back tomorrow" translates into "You didn't light my fire so I'm going down the street."  It's not that rent to own customers are any different than retail customers, it's just that there is very little downside to making a bad decision. If a customer isn't satisfied with your service in week, they'll terminate and go elsewhere. You must capture their hearts and minds on the first visit and do whatever it takes to "get the D". There is no room for error.

If All Else Fails...Get a Name And Number
If you pull out all the stops, and still the customer is about to walk, get a name and number. Make up a reason if you have to; "We have another load coming in next week," "We may have some specials later in the week,"...anything to get the contact information. Keep the information in a list (hopefully it won't be a long list) and once per week, begin calling. "This is Rufus from XYZ Rent to Own, we met the other day. I'm sorry we couldn't serve you. Have you found what you were looking for?" Hammer away at the list every week. Cold calling is not at the top of anyone's favorite jobs list, but it builds relationships over the long term.