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CHATTING WITH ...
Current, past and future leaders in the equipment rental industry
Published on July 7, 2020
Andrew Satterley
Andrew Satterley is the Managing Director of Complete360. Andrew has worked in the equipment rental industry for over 30 years, working at companies such as Crown Equipment in various roles, including General Manager of Asia Pacific and JLG Industries as the Vice President of Asia Pacific.
Image: Andrew Satterley from Complete360
How and when did you get into the equipment rental industry?
I commenced in the rental industry in 1988 as a salesman for Crown Equipment rental division in Melbourne, Victoria. I had been in sales for a few years but this was my first venture into rental of capital equipment. Crown had a wonderful reputation in terms of not only their products but their training and support of their people, so I was keen to be part of the organisation. I was with them for just shy of 17 years and when I left I was the General Manager of Asia Pacific for the rental division.
What type of roles and responsibilities have you taken on over your career?
I have been blessed to have been involved and lead some great companies, however being the Vice President of Asia Pacific for JLG Industries was by far the highlight. My role was to rebuild the brand and the company in the region. Through customer, staff and supplier engagement, we established what was needed to be done and we created a strategy to do just that. With the support of the U.S Head Office and then President Craig Paylor, we got the funding needed to update ERP systems, facilities, stock holdings etc. and over a period of 18 months earned the respect of the market and re-built the brand to record levels, all during the GFC.
Who played a big influence in your career, and would you consider being a mentor for someone in the next generation?
I have had two great influencers on my career. The first was Bernie Whelan (Managing Director of Crown Equipment). I was a junior manager at the time and Bernie helped guide me and set an example which to this day, I aspire to uphold.
The second is Craig Paylor (Former President of JLG Industries). Craig is a true entrepreneur and was never scared to take a risk and he took one on me and my plan, when the world was in turmoil and the success of what was achieved is a credit to his foresight and passion. Yes, I would and I do mentor a few key people across the rental and associated businesses.
How has the equipment rental industry changed over the years?
The industry has grown substantially and with that has come innovation. Cutting edge operating systems for managing fleets, hire, service, parts etc has allowed Rental companies to manage their assets, add value to their customers and streamline their businesses as never before. Customers get a better experience and value for money, while the rental company is more profitable and more customer focused.
What one piece of advice do you think would have helped you early in your career?
I would say to myself to be cautious of those who may not have your best interest in mind. It is important to stay focused on both your personal and work related goals.
How do you define success and what was a defining moment or event in your career?
Success for me is defined not by what I achieved, but by what my team achieved. To me the greatest success a leader can have is seeing the people he works with succeed. Growing, developing and helping future leaders is the best kind of success.
So my defining moment would have been to see the team I built all end up in senior executive roles, which they hold to this day.
How can people connect with you?
Via email, LinkedIn or my business website - http://complete360.com.au/
