2015 Ernest N. Morial Convention Center • New Orleans • Louisiana

Creating the Ultimate Customer Experience and Creating

Customers for Life!

Sunday, Feb. 22, 2015

1:45 p.m. – 3:15 p.m.

Presented by

Scott Deming

RCI, LLC Syracuse, N.Y.

American Rental Association 1900 19th St., Moline, IL 61265 800-334-2177 ARArental.org

1

Who are YOU?

You are selling – Trust,

Relationships, Value, Confidence,

Security, Profit, Future, Peace of

Mind, A Better Quality of Life, Unique

Experiences – Cleverly disguised

as a Rental Company.

2

3

What’s Your Brand? What do people think of when they see

or hear your name?

Dr. Abraham Maslow

4

Creating an

Emotional Cult BRAND First you must create a Community of Evangelists

An emotional brand is the result of an

extraordinary community, not an extraordinary

product. It all starts with building a community.

People don’t choose rationally

to listen to your message and

then have a feeling about it.

They choose to listen to your

message because they have a

feeling about it.

5

What Is an

EXPERIENCE?

How do we get to The

Ultimate Customer

Experience?

Focus more on

Relationships

and less on Features

and Benefits!

6

Perceptual Reality

The Lake Wobegon Effect

“Where the women are strong, the men are good looking and all the children

are above average.”

7

“What we have here

is a failure to

Communicate”

The Unexpected

Experience

Shatter Expectations, or Create Completely

New Ones!

8

empathy

The Butterfly Effect 1963 – Meteorologist Edward Lorenz

HUGE Results

from Tiny Causes!

9

19?? – 20?? –

“For it matters not, how much we

own, the cars…the house…the

cash…what matters is how we live

and love…and how we spend our

dash.”

- Linda Ellis

For more information or to order: 800-334-2177 | ARArental.org/go/DriverEd

Nine interactive curriculum modules

Save money, improve safety

Creates a “no excuses” environment. Training that leads to consistent use of industry best practices.

Increases your bottom line. Eliminates fines, accidents and unnecessary safety violations.

Raises the level of professionalism. Because … it’s more than driving.

with the ARA Professional Driver Education Program

n Introduction

n Loading of Equipment

n Load Securement

n Unloading of Equipment

n Delivery to the Customer’s Site

n Pickup from the Customer’s Site

n Customer Service

n DOT Overview

n On-the-Road Safety

Driver Ad_July 2014.indd 1 6/19/2014 11:36:26 AM

Delores Crum, CERP,Premiere Party Central, Austin, Texas

More Knowledge. More Confidence. More Success.

“CERP certification makes you a leader in the industry by demonstrating your professionalism and expertise to your customers. These professional credentials translate into success for you, your business and your customers, giving you a

competitive edge.”

— John Bibbo Jr., CERP Event Source based in Cleveland

CERP delivers:

Discover the CERP difference for you and your business. Contact 800-334-2177 or CERP@ararental.org.

A Competitive Edge

Professional Credentials

Remarkable Results

ARArental.org/go/CERP