Pricing discipline is a key to rental company sustainability

Sunbelt Rentals UK CEO, Andy Wright penned a recent article in International Rental News that pointed out the critical role pricing discipline plays in the ongoing sustainability of rental companies. Starting from the premise that “Making a healthy profit isn’t something to be ashamed of” the article goes on to point out that lowering prices at the expense of profitability ultimately benefits neither the rental company nor its customers.

Profits, Andy said, are as important as planet and people if the industry is to build a sustainable future. Lower profits mean less can be spent on equipment upgrades, customer service and initiatives to achieve sustainability goals. The key is a balance between profits, planet and people, all three of which need to be done well.