The true adventures of an APRO Vice President of Membership as first-time rent-to-own team member working out in the field.
As Vice President of Membership at APRO, it’s literally my job to interact with any and all APRO members I encounter – by email, phone, Zoom, and, on my luckiest occasions, in person. And honestly, I love y’all! I came into this industry as a rent-to-own newbie a few years ago, and not only have you all been a wonderfully welcoming group and super-fun to work and hang with, but also you’ve taught me so much about this business, its rich history, and all the valuable ways RTO companies contribute to the quality of life of their employees, customers, and communities.
Of course, I still have plenty to learn about the rent-to-own business … and I figured, what better way to gain greater perspective and insight into our members’ daily RTO reality than to walk a mile (or several) in their proverbial shoes?
Enter Texas RTO Investments Inc. dba Premier Rental-Purchase – an APRO member with five stores located in San Antonio, Texas. Premier’s Vice President of Operations, Mike Lewis, not only agreed to let me spend a few days with the Alamo City team, but personally served as my guide as I navigated my very own “day in the life” as a rent-to-own rookie.
My only other retail experience in life had been selling housewares at a department store – and I loved it!
I enjoyed visiting with customers to find out more about their needs and then fulfilling those needs (well, maybe wants, in the case of Kitchen-Aid stand mixers).
But I’d never worked in a rent-to-own store before, and had been champing at the bit to get some real hands-on experience ever since I joined APRO.
The award-winning Texas RTO team provided a lovely welcome as I arrived at their Fair Avenue store. I was immediately struck by the exuberant energy coming from the team. The very first thing they proudly showed me was their Core Values poster, which uses the acronym DIPIT: Drive, Integrity, Passion, Intensity, and Teamwork. This team loves working together because of these core values – and they won’t work with anyone who doesn’t share them. The DIPIT values are so important that they’ve become integrated into interview questions. As Store Manager Stevieray Jimenez noted, “As long as [interviewees] have these values, we can train them on the RTO business.” The Core Values have also become a measure for team members to “check themselves” and make sure they’ve had a successful day. The benefits?
Minimized staff turnover and a truly motivated team.
The benefits of the DIPIT strategy aren’t limited to just the Premier team; they’re applied to customer interactions, too. Premier’s philosophy for keeping customers is simple: If we treat them well and take good care of them, then why wouldn’t they come back?
“I worked through a provided script to help me ask the right questions and use the right wording when talking to customers about past-due accounts. I was nervous, but with the team’s coaching, I got a payment commitment from my ‘customer.’”
Jen Troke
The approach is grounded in serving the community; customers come back because they love the products and are treated with respect.
My first impression upon entering the stores was how beautiful they were, and I loved how the customers were treated with so much care across the board.
There was fabulous furniture and smiling faces all around! The Premier team believes in putting as much furniture out in the showroom as possible, but they don’t overdo it. The fresh colors and floor layout in each store offered a stunning showcase for the furniture and other products.
I worked through a provided script to help me ask the right questions and use the right wording when talking to customers about past-due accounts. I was nervous, but with the team’s coaching, I got a payment commitment from my ‘customer’.
Next, I got to experience Premier University – the company’s online training program – which gives all team members real- time access to dozens of modules and a host of employee-customer interaction training videos. In addition to initial training, Premier University can be used to refresh staff skills as managers note areas for improvement.
I dove into the past-due module, where I immediately learned I’ve been making such calls all wrong! One of the key tenets of effective past-due calls is securing a commitment from the customer that includes a specific payment date, time, and place. I worked through a provided script to help me ask the right questions and use the right wording when talking to customers about past-due accounts. I was nervous, but with the team’s coaching, I got a payment commitment from my ‘customer.’ I didn’t have a chance to make any pastdue calls with actual Premier customers – but get ready, APRO members!
I also explored the topic of upselling through Premier University. I was familiar with the concept, but I learned how it relates to rent-to-own. If a customer is renting a television, for example, then you offer them what Lewis refers to as a ‘combo meal’ – a TV needs something to sit on, a sound bar, and maybe even a gaming system. Of course, the key to successful upselling is product knowledge, as team members must be able to quickly articulate the benefits of complementary products to increase their sales.
The whole Premier University concept demonstrates the company’s clear commitment to and investment in growing its team members and their professional skills. The approach is definitely coaching-oriented rather than managing, and by creating consistent customer interactions and processes, the training is helping team members achieve their goals – evident in the results of the San Antonio stores.
I was ready to spend some time out on the floor (with close supervision). Team members were fond of saying they create their own business, and that business is on the other side of the glass – meaning they work hard to bring customers into the store. The company employs creative strategies to get its name and products out the door – including offering goodie bags to new residents at nearby apartment complexes and celebrating customer birthdays with little perks, too. Additionally, customers themselves become a sort of salesforce, earning incentives whenever the friends they refer become new Premier customers.
I got the opportunity to cash out some rental agreements with a decade-long Premier customer, Antonia Garcia. I felt the bond between the team and Garcia as soon as she walked into the store. She was excited because she was paying off five different agreements for products she had purchased for various family members, and I was excited to practice my Spanish while working with her! As I was guided through the computer system, I was struck by the detail involved in rent-to-own agreements – so many boxes to check and so much more. It’s a process that requires smart associates, a valuable skillset, and clearly a steep learning curve for new staff!
Next, I put together a nightstand and loaded it onto a truck for delivery. I learned the right way to open a box, how to assemble parts and pieces using a power drill, and the proper technique for wrapping and roping the nightstand so it was secure during travel. The team was amused by my grunting and groaning over one little nightstand, but I enjoyed every minute. Once again, my appreciation for RTO and all it entails was on the rise.
At the Marbach/Loop 410 location, I played the role of a customer, and Manager Vanessa Gomez walked me through my rental agreement from the other side of the counter (I was “renting” a TV stand with a built-in dog crate that I was low-key obsessed with!). As we discussed the agreement, I found I had lots of questions; Gomez answered them all with charm and confidence – and noted she can do so in both English and Spanish.
This location doesn’t get much foot traffic, so the team does a ton of phone work to make up the difference. In fact, they estimate 90% of their business comes from working the phones – following up on their lead lists and doing one-click outreach through their Customer Relationship Management (CRM) system, which everyone seems to love. The stores are data-driven and competitive, so there was a lot of conversation about how many deliveries were leaving that day from each store; everyone wanted to be the leader on that stat!
Having spent time at the stores and engaging with the entire Premier San Antonio management team, my top takeaway from this exceptional experience is this: the people are the magic that make this business happen! This team – and I know it’s the same among hundreds of others around the country – is fully committed to working with drive, integrity, passion, and intensity, and it shows in everything they do. The teamwork I witnessed was off the charts, with so much genuine interest in each others’ success and real love between colleagues. And all the laughter – I love a culture where folks have fun while working hard!
As we were saying our goodbyes, Lewis said something I know I’ll carry with me as I continue my work with the APRO team and all of you, our awesome APRO members.
“Create daily victories with your team,” counseled Lewis. “That will make all the difference.”
“My deep gratitude to the entire Premier team – including Director of Marketing Nancy Price for setting up this whole experience for me, and Mike Lewis for being my guide and ensuring I didn’t scare any customers off.“
Jen troke
Meet the Team
Premier Rental-Purchase – San Antonio Managers
MIKE LEWIS
Vice President of Operations
Years in rent-to-own: 33
Work before RTO: United States Air Force
Favorite thing about Premier: They care about people first.
Favorite DIPIT principle: Passion. I’ve learned I truly love working with passionate people, regardless of their background.
Makes me laugh: Me – I laugh at myself all the time. Life is short, so I don’t take it too seriously.
JOE FELAN
District Manager
Years in rent-to-own: 22
Work before RTO: United States Army
Favorite thing about Premier: I love experiencing the development of professionally passionate employees, the challenge of helping them grow through their strengths, and the self-paced training program, as it empowers employees.
Favorite DIPIT principle: I am passionate about all of the elements in DIPIT.
Makes me laugh: I laugh with my daughters whenever we play Mario or funny music sounds, or critique music.
STEVERJAY JIMENEZ
Fair Avenue Store Manager
Years in rent-to-own: 7
Work before RTO: United States Army
Favorite thing about Premier: I love the team mentality and competitive mindset – we want to win every day!
Favorite DIPIT principle: Intensity. I love to maneuver past obstacles by working with a purpose and giving every day my everything.
Makes me laugh: A good mockumentary like The Ballad of Ricky Bobby, no matter how many times I’ve watched it.
VANESSA GOMEZ
Marbach/Loop 410 Store Manager
Years in rent-to-own: Just over 10
Work before RTO: Cashier/Pizza prep cook
Favorite thing about Premier: The people I work with, the company’s ability to facilitate my best work, and its family focus.
Favorite DIPIT principle: Passion. Without it, I wouldn’t be where I am today.
Makes me laugh: Everything – my family, a good joke, a great comedy movie.
FRANK GONZALES
West Avenue Store Manager
Years in rent-to-own: 15
Work before RTO: Residential landscape design and installation
Favorite thing about Premier: Premier champions the personal and professional growth of their employees, from field delivery drivers to store managers; they invest an incredible amount of time and resources into us.
Favorite DIPIT principle: Drive. It’s the key to making sure the job gets done.
Makes me laugh: Animal bloopers and the MTV show Ridiculousness.
FELIPE SAUCEDA
West Commerce Store Manager
Years in rent-to-own: 25+
Work before RTO: I’ve worked in rent-to-own since my early 20s.
Favorite thing about Premier: I love my coworkers, and getting home early enough to spend time with my family.
Favorite DIPIT principle: Drive. Someone with drive is easy to train and easy to work with.
Makes me laugh: My daughters crack me up, especially when we play board games together.
GABRIEL ZAPATA
SW Military Drive Store Manager
Years in rent-to-own: Almost 23
Work before RTO: Grocery-store cashier
Favorite thing about Premier: I love my coworkers and my customers – without both, our store wouldn’t be where it is today.
Favorite DIPIT principle: Drive and Passion. If you aren’t passionate about what you do, then you won’t be driven to accomplish anything you love.
Makes me laugh: My family makes me laugh, and to be honest, just acting like a child sometimes does, too!
Jen Troke is APRO’s Vice President of Membership.
