Differentiation with Power Messaging & Maximization with The Bay Group

2

Who is United Rentals?

Deepest Product Offering

n  Largest equipment rental provider to the commercial construction industry –  843 locations

–  3,400 equipment categories

–  $7.9B in rental equipment

–  1600 sales people

General Rental Aerial

Trench Safety Power & HVAC

Tools

50%

46%

Industrial/ Non-Construction

Non- Residential

Residential 4%

My story begins with how we arrived here

3

Combining the two largest rental companies

700+900 43k 274k 1600 $1.7B

Zip Codes Covered

Active Customers

National Accounts

Overlapping Business

Sales Team

4

Sales & Marketing Execution

Creating a Competitive Edge for Our Sales Force

Increasing Sales Effectiveness & Productivity

Productivity

Effectiveness

Productivity tools (Salesforce.com, deal desk)

New training (negotiations, messaging & on-boarding)

Real-time lead generation/Campaign calendars

Sales management playbook 2 1

3

Pricing tools (CORE, price agreement analytics) π

Data-driven territory optimization N

S E W

5

Sustainable Growth Strategy

2013 Priorities

Key Accounts n  Protect n  Grow through cross sell

n  Data-driven targeting n  Resourced for further penetration

n  Consistent message company wide n  Differentiation

Key Industrial Verticals

Value Proposition

Focusing on Outperforming Overall Rental Market

6

Changing the Customer Conversation

Focus on Wrench Time vs. Pushing Iron

Laborer Time Study (5 Yr Construction Institute Study)

29%

19%

52%

Wrench Time

Tools & Equip

Other

n  Travel n  Personal n  Material

Handling n  Waiting n  Prep Work

Time is the Biggest Customer Challenge!

19% of time spent obtaining, transporting & adjusting tools

Direct Wrench Time = 29% of a craft laborer’s day!

7

8

POV pitch

UR specific messages

Big picture

Proof points

Number plays

Stories with contrast

Grabbers Stories with contrast

Value wedge

Conversations that differentiate

Power Messaging

Account plans

Anticipating countering tactics

Negotiations throughout

Setting higher targets

Profitable concession strategy

Positive tension

Manage information

Uncover customers needs

Primary Focus on the Process

SSN Negotiations

Bundling the Conversation

Post training reinforcement & accessing material

9

Accessibility to Material Post Training

10

Creating Demand Qualifying Solving Closing SALES CYCLE

Follow-up

Present Introduce Solution

Get an Appointment

Grab Attention

Conduct Meeting

Call Guides Emails Point-of-View Pitch & Cue Cards

Confirmation of Needs Email

Solution Briefs Presentation

SALES ACTIVITY

Micro Site

11

Mobile Access

12

United Rentals Success Story

84

79

61

3

Success stories

Million in closed business

Months after PM training

Million in new potential business

Our story doesn't end here

13

Transitioning Sales at United Rentals

PP PM SSN

14

Next Steps in Talent Development

Power Coaching

100 minutes

Mgt. Reinforcement

Workshops SSN 2

Power Messaging 5.0

15

Conclusion: Customer Engagement Strategy

Offering

Solutions

Service Levels 24/7

Sales Coverage

n  Breadth of offering –  Total Control®

–  Specialty Businesses –  Safety

n  Industrial & Commercial leadership

n  2,500 inside/outside sales reps n  Solid GTM: Customer message n  Marketing & SFE excellence

n  $7.9B in Fleet n  Full North American

coverage

n  FAST n  Customer Care Center n  Customer Focused Scorecard n  NPS

UR4

Unparalleled Unique

Unmatched Ultimate

Build & Widen Competitive Edge

16

Questions