Our Approach
At a glance
Boels Rental had a strong ambition to create a clear, consistent pricing strategy across countries - while preserving the entrepreneurial spirit of its employees.
Through a close partnership with IG&H, Boels developed a sustainable pricing capability, supported by intuitive tools for all user groups.
Today, Boels’ new pricing methodology is rolled out across multiple operating countries, backed by a central expert team for continuous guidance and improvement.
Boels Rental is one of Europe’s largest equipment and specialist rental companies, known for its extensive branch network and on-site service. They support three distinct customer types: private customers, spot customers without agreements, and customers with framework agreements.
With over 6,000 depot employees and 300+ account managers across multiple countries, Boels operates at scale - and that scale made standardizing pricing incredibly complex. Especially, because the rental market itself already presents significant hurdles: unused inventory can never be re-rented the next day, and prices must account for dynamic market shifts, inflation, and operational costs.
Despite these complexities, Boels believed in the power of clarity. A uniform pricing strategy could unlock long-term value by guiding employees, while still allowing them room to act with autonomy and entrepreneurial flair.
Building a pricing & sales excellence capability at Boels Rental
For over 18 months, IG&H and Boels worked side by side to build a robust pricing and sales excellence capability within the organization. We combined data science with the human side of sales, embedding our pricing and transformation experts within Boels' teams to create a solution that’s both innovative and practical.
Here’s how we made it happen:
1. Defining a Clear Pricing Strategy
We developed targeted strategies for both spot and framework clients. Using data insights, internal knowledge, and market experience, we established reference prices and introduced a new metric to track pricing performance.
2. Building Tools that Empower
Three intuitive tools were designed for distinct user groups:
Depot employees use a custom-built OutSystems application for fast, consistent pricing decisions.
Account managers benefit from a Salesforce extension, offering client history and renewal insights at all granularity levels.
Management gains oversight through a QlikSense dashboard tracking trends and compliance.
All tools were co-developed and tested with key users, ensuring they truly supported day-to-day operations and decisions.
3. Driving Adoption through Enablement
Using a "train-the-trainer" approach, we empowered internal champions to teach and scale the new way of working - embedding the capability across the business.
The Results
Boels now has its own in-house pricing and sales excellence capability - designed to last.
With clear, accessible guidance and tools tailored to each role:
Depot teams make consistent, data-driven pricing decisions on the spot.
Account managers strengthen customer relationships with better insights and renewal strategies.
Management can monitor trends, performance, and impact in real-time to steer and optimize price guidance Boels-wide.
The methodology is live across multiple countries, supported by a central pricing team and local pricing leads. And the results speak for themselves: improved pricing compliance and measurable margin gains. Boels’ pricing journey is a powerful example of how clarity, collaboration, and innovation can turn complexity into a competitive edge.
