Rent-to-own News - RTO "Victory Bell Contest" returns

Ohio's four largest independent rent to own companies are setting their teeth today for week one of the annual "Victory Bell Contest" -- an annual competition that turns comrades into fierce competitors for two weeks in November as each company fights for a bigger share of the state's $285 million RTO pie.

This is the second year the contest features four companies -- Blue Ribbon (11), Countryside (28), Showplace (15) and UHR Rents (10). The criteria the companies use is the increase in “Potential Income from Balance on Rent”. In other words, what these companies are looking for during the two hot weeks of competition is gain; more customers, more accounts.

Blue Ribbon Rental won the prized "Ohio Championship Bell" last year thereby earning the company's place at the center of the bullseye this year. Blue Ribbon takes on Gary Ferriman and Showplace Rent to Own this week while Mike Tissot and Countryside Rent to Own rally against Ernie Lewallen and UHR Rents.

The championship run pits winners from those two contests against one another the week after Thanksgiving.

But the bell is not something Blue Ribbon Director of Operations George Schorsten plans to give up easily.

"I would say, 'we just want to grow', but we do have the bell and it's made its way around to our stores and I have taken several pictures of the bell and I may have sent a few out," Schorsten said. "It gives good emphasis to calling up our old customers and getting them back in the stores, basically doing all the stuff we normally due but just ramping it up a bit, or, a lot. We are anxious to defend our title."

Schorsten said he and owner Bill Wendell have been making the rounds to their Ohio stores the past several weeks reminding managers of the contest and what's at stake.

"Our managers really take a lot of pride in having that bell, it means a lot to them," Schorsten said. "We've also received a lot of praise from other RTO's around the country about what we're doing here in Ohio. People really seem to admire our team spirit and camaraderie with our fellow RTO companies. That goes out the window this week."

Ferriman is not deterred though, and is perhaps even inspired by the opportunity to knock off last year's champ this week.

"They rubbed it in enough that I think our guys are ready to give it back to them," Ferriman said. "This pushes it to a new level for the owners. Needless to say we weren't happy with our fourth place finish last year. We've decided to grow our customers base ahead of time this year. With this group of owners, there's probably nothing we don't share, except for these two weeks. This contest is not just about sales, it's about net overall growth, so really everybody wins. We still want that bell though."

Last year the four companies added close to 1,000 customers during the competition. Blue Ribbon's Wendell said his company gained more customers  in five days than it had in 17 weeks from May through August. The battle for the top slot was close, with Blue Ribbon beating out Countryside by one additional customer averaged across eligible stores. Only Ohio stores open over one year were eligible to compete.

Tissot said though Countryside's prospects against Lewallen's UHR Rents were dim, he believes in his people and hopes their desire for bragging rights will prevail.

"It's going to be tough to beat UHR and Ernie to advance," Tissot said. "His experience and aptitude, I mean the guy is a rent to own icon. We're going to have to stay open a little longer and work a lot harder. You don't taunt a lion in his cage. We're just going to have to keep our heads down and keep pushing."

Lewallen is keen to capitalize on the opportunity to spur his sales team to greatness and has been grooming them for the competition all year.

"We've been feeding our managers raw meat for the last four weeks, they're pretty bloodthirsty," Lewallen said. "Last year we had to carry the bell to them (Blue Ribbon) and it was a very humbling experience. We are not going to have a second place finish this year. Even with our poor showing last year we grew a ton of customers. You have to have your best game on, especially when facing off against these operators."

Lewallen said he has a prominent place picked out for the bell trophy on a pedestal in the main office conference room. He designed and made the now coveted trophy and makes no bones about the fact he wants it back.

"We'll stay open till midnight if we have to," he said. "By hook or by crook we will bring that bell home."