Renting Copiers, Fax Machines, and Printers Part V
By Larry McGinnis

Part Five: Answering Questions and Objections

Last month, we went over the basics of selling the rental of copiers, fax machines, and printers. If you missed that article, get a hold of last month’s ENX magazine or go to ENX online (www.enxmag.com) to get the article. This month, let’s look at some of the most-frequently asked questions and objections that come up during the interview or sales presentation.

Questions and objections are one and the same thing; it just depends on how they’re broached. For example: "We only want a machine for a month. Could we have it for a month and pay only for the time we have it?" That same question can be expressed as an objection: "I won't pay last month’s rent in advance."

The answer to the question and the response to the objection are the same: "Our month-to-month rental policy requires that we collect a first- and a last-month base rental in advance. We bill the rental in advance and any overages in the rear. If you think you would prefer our week-to-week short-term rental, I’ll be happy to quote you some prices. But, as you’ll see the week-to-week rental will cost more than the two-month rental."

(Note: We’ll talk about short-term rentals at a later time.) 

Question:  “Can we pick up the equipment ourselves and save the installation charge?”

Answer: "No, our insurance requires us to install the equipment ourselves. The installation also includes full paper cassettes, extra toner, and complete instructions on the care and use of the rented equipment. The equipment needs to be installed correctly and checked out to make sure that it’s working properly. The installation is well worth the cost."

Note: The first part of the answer is the "end of discussion" answer and is then followed up by a sales pitch that gives the prospect a reason to accept the first answer.

Question: "By month-to-month, do you mean that we can cancel at any time?" Answer: "Well, almost, we require a written 30-day notice of cancellation. Other then that, you can get out of the rental at any time."

Question: "What if our needs change, how hard is it to change equipment?" Answer: "That is one of the best reasons for renting instead of buying. Just call us, and we’ll figure out the best machine for your needs, and we’ll exchange it for you. There’s no additional installation charge. Most people move into a larger and faster machine, but some move into a smaller machine. Changing your machine, for whatever reason, is easy.”

Question: "Our home office pays the bills out of New York. Can we issue a purchase order for the opening invoice and have a check sent to you from New York?"

Answer: "It would be impossible us for to deliver an $8,000 copier without at least picking up a check for the opening invoice. It’s no reflection on the credit of your company; we’ve developed this policy over the years to protect ourselves. From time to time, a check promised by return mail stretches into a month or more, and we just aren't set up to deliver on purchase orders. One of the reasons for our low rental price is the policies that protect us from loss. Without such a policy, a good company like yours would have to pay for losses caused by other not-so-good companies. I hope you understand."

Question: "If the machine breaks down, how fast can we expect service?"

Answer #1: "We only service our own equipment. Our whole effort is based on servicing our rental machines, and we’re standing by to service the equipment as required. We’re always within four hours of servicing your equipment."

Answer #2: “'Our rental customers have priority with us. We’ll service your equipment within four hours from when we receive your call."

Add to both answers: "Our monthly clean and check calls will head off a lot of service calls; but if an emergency arises, we’ll be ready to take care of it."

Question: “How long will the toner last, and how much toner is in the machine?"

Answer: "It's hard to tell how long the toner will last as it depends on the type of copies you’re making. The manufacturer estimates about 3,000 copies per cartridge, but it could vary with each situation. We don't know how much toner is in the machine; it could last a long time or it could show “'Out Of Toner" as soon as I leave. That’s why we give you extra toner at no charge. You should have a good start on your toner with the toner that’s in the machine and the extra toner I brought for you."

Question: "Where can I get paper and toner when I need it?"

Answer: "You can get paper at any number of places, for example (insert the name of a local source). We can provide you with toner. I recommend that you call us as soon as you put the last one in your machine. We’ll also keep an eye on the toner situation when we do our clean and check calls.”

Question: "We have an XYZ machine back in the storage room that’s broken. We don't want to put any more money into it. That’s why we’re renting from you. Do you take trade-ins?”

Answer: "We only work on certain machines; unfortunately, XYZ is not one of them. I can get you a name and phone number to call to see if you can sell it, but I can't promise you anything.”

Note: If it’s a machine that you can use, make an offer on it. If not, follow up on your promise. Give the customer the phone number of a wholesaler, but never one of your competitors. Don’t handle the deal for them, it can only be trouble for you and you’ll gain nothing from it.

Sometimes, for one reason or another, you can’t get a commitment on the spot. I’ve had many calls from customers that I’ve talked to as long as a year before, and for some reason, they didn’t rent at the time. When I hear from them again, I always ask if they would like to receive a rental flier and one on the machine I was presenting to them. They always say yes. I’m able to get their name, address, and phone and fax numbers. I’ll always offer to fax the flier to them (make sure that your flier is faxable), and then I’ll mail the flier along with a sales letter. 

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Larry McGinnis brings over 30 years of experience to the office machine business. His company, TEC-AID, markets a service department management program called ServiceTrak and a sales aid program called SalesBuilder Plus. He can be reached by calling 866/983-2243 or check out his Website at tec-aid.com.