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Post-pandemic realities have forever altered the customer journey in rent-to-own, demanding fresh approaches from industry veterans and newcomers alike. Pete Shau and Jason Winters unpack this transformation with refreshing candor, highlighting how the traditional in-store sales model has been overwhelmed by digital-first shopping habits.

Most striking is their revelation about traffic patterns: "We're not 70-30 anymore. We're 80-20 or even 85-15," with online interactions dominating customer engagement. This shift requires sales professionals to develop entirely new skillsets for closing deals through text messages, emails, and automated systems rather than face-to-face conversations.

The episode introduces a compelling metaphor comparing successful sales teams to gardeners rather than hunters. Where traditional approaches focused on immediate conversions, today's environment demands patience and consistent nurturing. "No gardener plants just one carrot," Shau notes, emphasizing that multiple touchpoints across various channels must be maintained with potential customers. This gardening mentality recognizes that while customers initiate purchase decisions at their convenience (often during evening hours when scrolling through social media), conversion requires persistent follow-up.

Perhaps most valuable is their critique of the "Superman manager" syndrome plaguing many RTO operations—where one person attempts to handle everything themselves rather than developing team capabilities. This approach ultimately wastes resources as stores "pay for five salaries but only get what one person can physically do." Both hosts advocate for training environments where everyone contributes to sales, from delivery techs spotting additional needs in customers' homes to collection managers reconnecting with previous customers.

The conversation wraps with practical advice about following established processes rather than reinventing operational systems. As Winters puts it, "A chocolate chip cookie is delicious. You don't have to invent it every time you want one." This wisdom applies perfectly to RTO operations seeking to thrive in challenging retail environments.

Ready to transform your approach for today's digital-first customers? Subscribe now and join the conversation about evolving your RTO strategy for 2023 and beyond.

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