Strengthening Rental Operations and Expanding Absorption Coverage

Apr 10, 2025

Industry veteran and consultant George Keen joins us on the General Session stage for this informative session on how rental operations can expand your absorption coverage. Learn key rental metrics, such as utilization rates, rental revenue multiples and maintenance cost benchmarks, so you can rapidly assess your current operations and identify the biggest opportunities for improvement. Discover how a strategic rental fleet can act as a gateway to selling new equipment, boosting parts and service activity, and building reliable recurring revenue streams. Pinpoint where rental fits into your dealership’s larger absorption strategy.

You’ll see how introducing — or optimizing — a rental program can help offset overhead, stabilize cashflow, and support department profitability. Keen also discusses how to “cross-pollinate” rental with parts, service and equipment sales to maximize customer lifetime value. Develop an action plan for fleet rotation, disposal and acquisition to balance operating costs with resale potential.

You'll Learn: An expanded view of how rental can help cover overhead, stabilize income & attract hard to reach customers, as well as strategies for aligning rental with sales, parts & service — making it a powerful force that supports full absorption rather than a standalone department.

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Video: Is China Buying US Soybeans + USDA Nov 14th Crop Report could be “Game Changing”

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