Editorial: April 2011

This magazine is committed to helping your business.

First of all, hello. I am the new editor of Canadian Rental Service, and I am thrilled to be taking the helm of a publication with such a distinguished record of service in such a close-knit business community. My goal in these pages will be to speak directly to you, the people who own and operate rental service businesses, stimulating discussion in the industry that will help everyone achieve greater success. My editor at another magazine used to tell anyone who asked (and some who did not) that our goal was to help our readers cut costs, improve quality and increase their profile in their markets. I have not heard a better mission statement for a trade magazine, so let that be my task
going forward.

This issue of Canadian Rental Service hits several of those objectives right on the head. On page 10, Marc Leupi of Wacker-Neuson tells us everything we need to know about fitting a generator to a job. Armed with this information, your sales force can do a better a job of educating the customer (quality), leading to fewer return visits to exchange equipment (cost) and happy, return customers who refer others (profile). George Olah brings 35 years of experience to the question of how to make your website work for you, and how to avoid common pitfalls, on page 8. The Buyers Guide on page 16 is your comprehensive directory to the suppliers that can help your business. And, of course, our new product showcase on page 60 is a treasure-trove of high-quality, profit-driving offerings your customers will love.

Another philosophy I bring from my last employer is an understanding that I am not an expert on anything except making magazines. You are the experts on the Canadian rental industry, and this magazine must serve as a conduit for your voices so that your knowledge can lift the whole field. I will be depending heavily on you to join the discussion in these pages and to share your views and expertise with me either through e-mail or in person at industry events.

Enough about me. Statistics Canada continues to record a slow climb out of last years’ economic hole, with a 2.2 per cent increase in household net worth in the fourth quarter of 2010 that follows a three per cent increase the quarter before. Personal income is rising faster than debt, which means consumer confidence should keep strengthening. Bankers continue to grumble about the level of debt Canadians are carrying, but bankers have to do that in order to drive up the price of lending. The global market shock of the disaster in Japan might prevent the interest rate hikes many were predicting for this summer. It is a pretty thin silver lining on a horrific situation, but lower rates should aid the construction industry.

I had my first up-close look at this industry on March 16 at the Ontario CRA’s meeting at Diamond Products in Mississauga. What a friendly and interesting group. Bill Murchison proudly showed off Diamond’s new 61 hp CC61 concrete cutter, and Ray Hudson shared some tips on how to make a good impression with a road contractor – just be the only supplier willing to take a bush plane four hours north of Thunder Bay to demonstrate your equipment at the site of a bridge repair in Fort Frances, Ont.

From this non-expert’s perspective, it looks like a good time to be in the Canadian rental industry. I’m certainly glad to be here.