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Know any ECPs? Could be, and the fraternity is growing

By Brock Huffstutler and Connie Lannan

November 7, 2023

Now equipment rental pros may pursue certifications for their specific rental segment.

Professional certification signifies that you possess a strong knowledge, expertise and commitment to your industry and customers. Equipment rental professionals have embraced the value of certification by learning from the success of the American Rental Association’s (ARA) popular Certified Event Rental Professional (CERP) program for those in the event segment.

Now equipment rental pros can pursue certifications that will earn them an identifier that is unique to their rental segment: Equipment Certified Professional (ECP).

ECP is a new professional designation extended to those who complete one of ARA’s suite of equipment rental-specific certification programs, including:

ARA Certified Service Technician. This program is designed for employees interested in honing their skills in equipment maintenance, safety and technical knowledge. Employees well-suited for this track include yard, service, mechanic and operations staff. Those who complete the program receive an ECP-ST (Equipment Certified Professional – Service Technician) professional designation.

ARA Certified Sales and Marketing. Designed for employees responsible for customer interactions, digital marketing and more, employees well-suited for this program include sales staff, customer service representatives and office managers. Those who complete the program receive an ECP-SM (Equipment Certified Professional – Sales and Marketing) professional designation.

“These professional, portable certifications bring value to the industry by supporting career paths within the industry and increasing members’ ability to attract, train and retain talent as well as keep talent within the industry,” says Josh Nickell, ECP-SMM/MI, ARA vice president, equipment segment.

See who has earned ECP-SM and ECP-ST professional designations across ARA’s Region Four, which covers Arkansas, Louisiana, Oklahoma and Texas:

When Porter, sales and administration manager at Grand True Value Rental, learned about the ARA Sales and Marketing program from the company’s owner, Dean Henagan, he was intrigued. “With any company, certifications go a long way. I had done sales for other companies and thought it would be a good refresher,” he says.

He wasn’t disappointed. “It offered a little bit of history of sales and helped tie in the rental business with previous sales training I have had. I think it has made me more confident and a better salesperson. It also has helped me figure out how to market our company on social media,” he says.

ECP designations also are available for those who complete ARA’s additional equipment certification or certificate programs, including:

ARA Certified MEWP (Mobile Elevating Work Platform) Train the Trainer — graduates receive ECP-MT designation.

ARA Certified MEWP Operator — graduates receive ECP-MO designation.

ARA Professional Driver Education Program — graduates receive ECP-PD designation.

Learn more about ARA industry certification and education programs under the “Learn” tab at