Opinion: the real measure of value in equipment rental

In the equipment rental industry, pricing has long been the battleground for competition. But as the market evolves, providers are facing a new challenge: how to differentiate beyond price alone.

The traditional model offering reliable, well-maintained equipment at competitive rates is no longer enough. Customers now expect expertise, seamless service, and proactive support.

Brian Cornett, COO, Nixon HIre. (Image: Nixen Hire).

They want suppliers who don’t just deliver products but who help them run more efficient, resilient, and sustainable operations. The question facing the industry is clear: when does the value of service exceed the price of equipment hire?

The shift from rental to solutions

For years, equipment providers have aimed to add value through service enhancements like better maintenance programmes and more flexible contracts. But as product offerings across the industry become more standardised, what truly defines service excellence? Three key factors stand out:

• Customer-centric operations: The most forward-thinking providers are restructuring their service models to align more closely with customer needs. This means moving beyond transactional interactions to long-term partnerships, ensuring that every stage, from order placement to delivery and ongoing support, is built around the customer’s needs. To do this, providers must invest in training and empower teams to deliver expert service.
• Technology and data-driven insights: The rise of real-time monitoring is changing the landscape. Suppliers who can provide real-time usage data, predictive maintenance insights, and carbon footprint tracking are moving from being simple vendors to strategic partners.
• Expertise over equipment: The most effective companies in this space no longer just supply equipment, they provide tailored, integrated site solutions. This shift is especially evident in the growing demand for sustainable site solutions, where the ability to integrate renewable power sources and low-carbon technologies is becoming a critical factor in procurement decisions.

Restructering customer services

At Nixon Hire, we’ve embraced these trends by transforming from a generalist rental company into experts in sustainable sites. This has meant rethinking how we operate, from restructuring roles to be more customer-focused to investing in renewable power, modular buildings, and real-time site monitoring.

Our renewable power hub in Newcastle, UK, now provides live insights into power usage and carbon outputs, helping clients proactively manage costs and site efficiency with the help of our expert team.

Alongside this, we’ve introduced Customer Service Delivery Managers (CSDMs) who ensure that every piece of equipment isn’t just delivered but is fully integrated into a site’s operation with a personal handover from an equipment specialist.

Finally, customer satisfaction (CSAT) metrics track our progress, ensuring that we continuously learn, refine, and improve our service delivery model.

The response from customers and the wider industry has been telling with conversations shifting away from ‘Who is offering the lowest price?’ to, ‘Have you seen what Nixon Hire is doing?’.

Ultimately, the hire companies that thrive will be those who move past competing on price and instead demonstrate their impact through service excellence, operational insight, and tangible customer benefits. As procurement teams increasingly look at long-term value rather than short-term cost, the opportunity for the industry is clear: become indispensable, not just affordable.

Interview: How Nixon Hire aims to become a sustainability specialist CEO Graham Nixon on ‘bold’ strategic shift