Access Lift & Handlers - Jan/Feb 2015 - page 12

INTERVIEW
12
ACCESS, LIFT&HANDLERS
JANUARY-FEBRUARY 2015
a car dealership, and innovative technology fills
the spacewith interactive displays.More than
six, 80-inch televisions pepper the showroom,
and a large training area has been set aside for
educational needs.
FranklinEquipment currently has 54booms,
225 scissors and45 telehandlers in its fleet
and it prides itself onhaving the “newest rental
fleet in the industry,”Goings says. In2014 the
company experienced60percent growth over
2013, andGoings projects 40percent growth
for 2015.
“We also assembled the best team of
experienced rental and equipment personnel in
the state,”Goings says. “On average, our team
members have over 20 years of experience in
the equipment business, andmanyworkedwith
us at Sam's Equipment Rental.
They knowwhat it takes to
provide the kind of service
customers demand, and they
do it every day.Whatever
equipment problem or need
customers have, we've seen
it before, andwe knowhow
to help.”
FranklinEquipment serves
more than3,500 customers
inOhio andbeyond, and
since its debut in2008, they
company has opened two
further branches – one in
Dublin, OH and another in
Newcomerstown, OH. Lastly,
the companymost recently
invested innew information
systems.
After opening in 2008 and
growing to three locations in
the last seven years, Ohio-
based
Franklin Equipment
aims
to revamp thewaywe know
rental. From a showroom-
style headquarter location to
the rental software it utilizes,
Franklin is stepping outside
the box.
Lindsey Anderson
reports.
F
ranklinEquipment strives to do business
differently.
TheOhio-based rental companywas
founded in2008byGaryGabriel, TroyGabriel,
TomRichardson andTonyRepeta. The four
founders representmore than150 years of
experience in the equipment rental business,
with theGabriel family amassingmore than60
years’ dueSamGabriel (father) openingSam’s
Rental in1952. (Sam’swas sold toNationsRent
in1997.)
A little over 10 years later, the fourwho
watchedSam’s get soldpurchased the assets
of FranklinTractor and set out to differentiate
themselves.
“We’ve investedheavily in facility upgrades
and improvements,” saysHaroldGoings, IT
manager for FranklinEquipment.
And it shows. The company turned the
Columbus-based tractor business into an
open, equipment rental showroomwith
65,000-square-feet of space sitting on13 acres.
Equipment ondisplay ismarkedwithprices, like
Rental
renovation
“Themagnitude of what we’re doing is a
huge step for the company,” says TonyRepeta,
generalmanager of FranklinEquipment. “This
dealershiphas a freshdesign that allows us to
enhance our customers’ experience.We are
working to completely change the equipment,
rental andbuying experience. It’s easy to find
anything youneedwith the new floor plan.”
And across its three branches, Franklin
Equipment utilizesGenisys Software.
“They use our software to run almost all
aspects of their business – from the front
counter to the parts and service department to
sales of new andused equipment, trade-ins and
the back office,” saysRayBonestroo, president
of Genisys Software. “They use ourmobile
app and one of ourwebportals (to allow their
customers to get online and look
up open orders, invoices, etc.)”
Rental software
In2014, Genisys Softwarewas
purchasedby Florida-basedHigh
ReachCompany LLC (HR2). HR2
has utilizedGenisys products for
more than a decade.
“During that time our companies
have established a valuable
business alliance.We have come
to appreciate and respect the
working relationship created,” says
LanceRenzulli, generalmanager
at HR2. “Genisys has played an
Franklin Equipment utilizes
Genisys Software for all of its
business needs.
Franklin Equipment has three locations
throughout Ohio.
Genisys Software can be
accessed via a number of
smartphones.
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