Construction Equipment Rentals Inc., in Johnston, RI, is a relatively new player in the industry. But it’s also a fast learner. After a slow start five years ago, the company has since made a major management change. “We essentially rebooted our approach to customers, to sales, and to our employees,” said general manager Mike Travis. “Part of that change, too, was how we approached the safety issue with both our employees and our customers.
“Safety has now become a very important part of our culture. We begin every meeting with a stretching exercise and a discussion of a safety topic such as reviewing where we meet in case of an emergency or reminding employees to wear their harnesses when operating equipment and always coming to work with safety shoes, glasses, and so forth.
“Even though safety starts with a commitment from the top, we give all employees a chance to present what they feel is a safety issue, because safety can mean different things to different people.”
For its customers, who primarily work in the commercial sector, Construction Equipment Rental takes a similar approach. “Our goal is to push education down to the operator,” added Travis. “We feel the industry has a social responsibility to ensure its workers are safe. We also tell customers that equipment operated in a safe manner lasts longer and performs better.”
Education is the key, he reemphasized. “In addition to doing a walk around with customers to ensure they’re confident in operating an aerial work platform or another piece of equipment, we offer safety familiarization classes at our facility. In fact, today we have 15 customers attending a session.
“One of our employees has also gone through a Terex/Genie “train the trainers” safety certification program and has since certified another employee, here. We offer this training to customers. It takes a 72-hour commitment from them, but they can do some of the training on-line, before the hands-on portion at our facility.”
Travis notes that few competitors offer the level of safety training that Construction Equipment does. Even though it can provide a competitive advantage, he tells customers that going through the training doesn’t require a commitment to rent from the store. No, again it’s about having social responsibility and doing the right thing.
Hot market
The management change has paid off for this rental store. Travis terms the current market in the state and “hot,” one that is bolstered by new construction, tax advantages associated with renting versus buying equipment, and growing safety awareness, e.g., replacing the use of ladders with safer alternatives.
Construction Equipment recently opened a second location and would like to open another one in the not-to-distant future. It’s goal: To have 1,500 pieces of equipment in its inventory and customers who appreciate how important it is to operate them safely.
