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WOMEN INRENTAL
IRNMARCH 2015
YvetteHenshall-Bell,
managingdirector global
backhoe loader sales, JCB
UK-headquarteredmanufacturer JCB is a global supplier of construction
equipment. MsHenshall-Bell said she began as a chemical engineer, and
afterworking in that industry for about 10 years, principally designing
process plant for refineries andpetro chemical plants, she got into the
sales andmarketing side of the business.
“It was that change of direction that ledme to apply for a job at JCB in
2001,” she said. “At the start of the recession in 2008 I took on the role
of director of sales for UK and Ireland, workingwith our dealers to sell equipment to all themajor rental
companies. I took upmy current role in 2013.
“I’mdealingwith the iconicJCBbackhoe loader. It’s true to say thatmany rental companieshavemoved
away frombackhoe loaders but I’m confident that that tidewill turnwith theexcitingnewproductswe’re
planning for the future.
“Thesewill beevenmore versatileandwill carryoutmoreapplications, withonemachinedoing the job
of two ormaybemore. Thiswill add value not only to the customer who hires the backhoe, but also give
income generationopportunities through attachment rental.
“There are lots of opportunities formen andwomen in this industry and it’s not about the gender; it’s
about the attitude and approach to the industry. In my experience there are more women in the hire
business than in the general contracting sector but there is always extra that can be done to encourage
more to join.”
Ms Henshall-Bell said she would encourage anyone joining the rental industry to work with
manufacturers. “Tell usabout your challengesandwecanworkwithyou tohelpyouevolvemachines that
canmake youmore successful.
“The UK rental market is buoyant because there are plenty of new construction projects underway.
Internationally, rental hasn’t traditionally been as big a proportion of themarket but I see that changing
andgrowing.
“There are rental companies operating over a number of countries and that requires co-ordination
in the approach that manufacturers have to those rental companies. These are exciting times and as
always JCB will work with the rental companies to develop unique and innovative products to make us
all successful.”
PattyColeman,
directorof
fleet, Sunstate
Equipment
Sunstate is aUS-based
equipment rental
company offering a
diverse fleet including
aerial equipment to
compressors and
tools, compaction
equipment, trucks and
trailers, earthmoving
machines, generators
and lighting.
Ms Coleman said she
was first introduced
to the equipment
business through her high school’s job training
programme, which saw her work part-time for
a tyre business until she graduated, when she
continued towork for the company.
“I ended up asking lots of questions – getting
involvedwith thedispatchand service structure,
and learningmore about the business. I became
assistant manager in a few years, and Sunstate
equipment was our number one account so I
also got the opportunity tomeet and work with
lots of people from Sunstate and to get to know
the company.
“I had a lot of respect for Sunstate and how it
was run, soafter I hadmy family I eventuallygot
an office assistant position at Sunstate in 1990,
and just had this thirst tounderstandwhywe do
things thewaywedo. I wasnever happywith the
status quo.
“Now I’m celebrating 25 years at Sunstate – I’m
in charge of a numbered fleet of around 60000
machines, worthUS$1 billion (€875million).
“Women are very scarce in our industry, rarely
do I encounter women inmy day-to-day activity
at a senior level. Construction in itself is not an
industry that typically attracts a lot of women,
unless they’ve grownup in it.
“My belief is that you are always training
your replacement, and should always have a
succession plan in place. I see with some new
people that they just get it – you see that spark
in their eye, you see that they are wanting to
learn in an ever-changing environment. And
that’s exactly the kind of person I want to
mentor.
“I would also say that going back to the high
schools, the technical schools, the community
colleges is also a way to find new people, male
or female.”
Ms Coleman said Sunstate was bullish on
market prospects this year. “After four good
years of substantial growth, we are expecting
another good year in 2015. We have diversified
out customer base over last four years so that
we are not as reliant on construction – we
branched out into refineries, events etc. We feel
pretty confident.”
PaulaManning, vice
president andgeneral
manager, CenturyElevators
US-based Century Elevators is a full-service industrial elevator
manufacturer offering a wide range of equipment for sale and rent from
rack and pinion elevators to construction hoists, transport platforms and
material lifts.
“I’ve been in this business now since 1997,”MsManning said, “And every
day isdifferent – I performprojectmanagement for engineeringand sales
as well as PR, and representing the company on influential standards
development committees.
"I am alsoon theexecutive committee and am andpresident-elect for theScaffold andAccess Industry
Association – I will become its first female president in 2016.
“I can’t be sitting still, but I find the sheer volume of work a challenge sometime. In 2013, for instance,
our company grew over 300% – we had towork out how tomaintain the company, to plan for parts and
stock. We learnt a lot. We have more than 50 individual hoists and platforms in our fleet and have 39
permanent employees aswell asmultiple contract employees day-to-day.
“These days I meetmorewomen in positions of power than earlier inmy career. I would say the single
quickest path to success for any individual,maleor female, is knowledge – know your product, know your
customer etc. Many of our customers and vendors have alsobecome personal friends.
“2013was an absolute anomaly for us – it just sohappened that everything fell in that year, sowedon’t
use it as abaselineat all. Lookingat 2014, itwas slower controlledgrowth in comparison, but itwas still a
very strongyear –we sawgrowth inour rentalmarket greater thanour salesmarket, actuallywedoubled
our rentals in 2014.
“Half of our business is focussed in the West Coast area, where we are seeing massive growth in the
petrochemical industry, as well as significant growth in commercial construction. I believe we will grow
our fleet between 20% and 25% inunit terms this year.”
