Rental as Revenue Engine Series Archives

Written by: Ross Johnson, Director of Sales & Marketing at Integrated Rental, a dedicated rental software company purpose-built for heavy equipment dealers. This article is part of a four-part series exploring how heavy equipment dealerships can make rental a true engine of revenue and profit—featuring real dealer stories and expert insights across IT, service, sales, and accounting. In today's fast-moving construction and equipment landscape, rental is a strategic imperative. As demand surges and more customers choose rental for financial flexibility, convenience, and operational efficiency, dealerships have a golden opportunity to grow their rental portfolios. However, the credit department often slows thing down–or worse, sabotages rental momentum completely. Most credit departments, built to support traditional sales operations, rely on more rigid standards and slow processes that don’t fit the fast-paced, transactional nature of rental. Rental customers have immediate needs. They can’t wait three days for rental credit approval to get a scissor lift for a few hundred bucks–they’ll go elsewhere. So when dealers have the same credit process for sales and rental, they risk losing rental customers. If not recalibrated, credit departments can become unintentional chokepoints, frustrating customers, stalling deals, and ultimately making it harder to compete in the market. But with smart adjustments, credit functions can evolve into enablers of growth—fueling rental growth rather than holding it back. The Sales-Centric Legacy of Credit Departments To understand the friction between credit departments and rental businesses, we must start with how the structure and philosophy of dealership credit functions were originally built. Credit departments were designed with one primary goal: reduce risk in large equipment sales. These transactions often involve high dollar amounts, extended financing terms, and detailed credit assessments, making conservative underwriting essential. In this traditional environment, cautious due diligence, multi-step approvals, and rigid credit checks make sense. But rental? Rental operates under an entirely different set of dynamics: Shorter deal cycles Lower dollar transactions (per rental) Repeat, ongoing business with fluid terms High customer expectations for speed and flexibility These differences highlight a fundamental mismatch between how credit is administered and what the rental business demands. When these departments collide, friction follows. Common Frictions Between Credit and Rental Slow Approval Processes Rental customers need equipment now, not next week. Whether it’s an urgent project or a short-term backup need, delays in credit approval push customers to walk away. Traditional 2–3 day approval timelines may work for capital sales, but can be fatal in a rental context. One-Size-Fits-All Credit StandardsUsing the same underwriting rules to a two-day skid steer rental as you would a buyer financing a $400,000 dozer is both inefficient and counterproductive. It creates unnecessary administrative burdens and customer frustration. Limited Risk Appetite for New or Small CustomersCredit departments often prioritize financial stability and credit history—criteria sometimes disqualifying small contractors or new businesses. Yet, these customers are the lifeblood of rental, where short-term relationships evolve into long-term value. Overemphasis on Hard Credit ChecksRequiring formal credit pulls or trade references for even minor rental agreements adds friction, especially when competitors offer easier onboarding. Reactive Rather than Proactive PostureCredit teams tend to work in isolation from rental operations, intervening only when there’s a payment issue. This reactive mindset prevents them from supporting strategic rental growth. The Business Impact When credit slows down rental transactions or turns customers away, the impact reverberates across the business: Lost Revenue: Each delayed or denied rental is lost cash—and often, it is handed directly to competitor who say “yes” faster. Reduced Market Share: Customers want speed and flexibility. Inflexible credit policies push them to more agile rental-only providers. Strained Interdepartmental Relations: Rental teams, measured on utilization and revenue, become frustrated with credit teams enforcing policies misaligned with rental realities. Damaged Brand Reputation: In this digital world, word spreads quickly. Being seen as “too hard to rent from” can damage market perception. How to Align Credit with Rental Growth The good news? These issues are fixable. Dealerships that treat credit as a partner—not a gatekeeper—can transform it into a strategic advantage. Here’s how: 1. Segment and Tier Credit Risk Not all rentals carry the same risk. Use a tiered approach: Tier 1: Low-dollar, short-term rentals to repeat customers—minimal credit check or automatic approval. Tier 2: Mid-size rentals or new customers—streamlined soft credit checks and internal scoring. Tier 3: High-risk or long-term rentals—full credit assessment. This speed up lower-risk deals while reserving full diligence for larger exposures. 2. Use Technology for Speed and Insight Use technology, like Integrated Rental, to automate credit pulls, track payment history, and pre-approve repeat customers. Link credit tools with CRM and rental platforms to speed up decisions and improve visibility. 3. Create a Rental-Focused Credit Policy Many dealerships still use credit policies written for sales. It’s time to build a rental policy, acknowledging the unique dynamics of the business that include: Shortened credit app forms Fast-track approval options for small-dollar rentals Pre-approved credit lines for frequent renters Grace periods or flex terms for reliable accounts 4. Develop Cross-Functional Alignment No more silos. Credit and rental must work in tandem. Hold cross-training for credit staff on rental workflows and priorities and set alignment meetings between departmernts to address friction points and improve responsiveness. 5. Establish Rental Account Monitoring Over Time Consider onboarding new customers with low limits and monitor performance. As they demonstrate reliability, increase their limits, and streamline renewals. This “earned trust” model keeps risk manage and growth steady. 6. Empower Rental Teams with Pre-Approved Limits Pre-approving standard limits for certain customer profiles or existing accounts gives rental reps the autonomy to close smaller rentals without delay. Credit can set the guardrails, but rental teams should have the freedom to operate within them. Proof of Success: What Forward-Thinking Dealerships Are Doing Forward-thinking dealerships are already shifting gears with: Embedded credit analysts directly within rental teams. Others have developed rapid-approval digital credit apps specific to rental customers, cutting turnaround time from days to minutes. A few have even created “rental risk” scoring models that look beyond traditional credit indicators to include rental frequency, payment behavior, and regional economic data. Thompson Machinery, a rental-focused dealer in Tennessee and Mississippi, gives a perfect example of how rethinking credit can enable rental growth. During their rapid rental growth, they embedded credit into the rental department to drive alignment and foster faster credit decisions for rental. “Rental and credit need to be in lockstep for the relationship to be successful. Credit needs understanding of the urgency and pace rental operates at, and rental needs understanding of the risk mitigation that credit works towards.” Brian Melani, Thompson Machinery The result? Reduced friction, better alignment, and faster growth. The Strategic Imperative In an industry where equipment access is often more valuable than equipment ownership, rental is increasingly the customer’s first choice. If rental is the first choice, credit cannot be an obstacle. It’s time for dealers to ask: Is our credit department enabling our rental business—or holding it back? Dealers who modernize credit processes, embrace automation, and align policies to the rental model are pulling ahead of the competition. The opportunity is clear: a credit department that keeps up with rental is not just more efficient—it is a growth engine. Read other rental articles See IR Products Connect on LinkedIn

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