Q. Kindly give our readers an introduction to your business. Please include what your business is all about, in which city you are located and if you have offices in multiple locations/ cities.
Ans : PDQ Equipment is an equipment rental, sales, and service company serving all of Southern California. We are a dealer for major brands, including Kubota, Takeuchi, Sullair, and Sakai, and we maintain a large equipment rental fleet to cater to various markets. Established in 1952, PDQ has locations in Santa Fe Springs, Sun Valley, Corona, Escondido, Temecula, and Vista.
Q. Kindly give us a brief description about yourself (it should include your brief educational or entrepreneurial background and list some of your major achievements).
Ans : My name is Dean Turner, and I am the third-generation president of PDQ Equipment. Growing up in the family business, I have worked in various roles since I was 13, from hooking up trailers to outside sales and management. After a brief period with a large Caterpillar dealer in San Diego and selling Harley-Davidson motorcycles, I returned to PDQ in 2009. Leveraging my sales background and understanding of the dealer side, I have been instrumental in expanding our dealership presence and sales. We continue to achieve success in sales and have rebranded from PDQ Rentals to PDQ Equipment to emphasize our focus on sales and service alongside rentals. Under my leadership, the company has quadrupled in size, expanded to five additional locations, and acquired a Kubota dealer in 2023. In 2024, PDQ Rentals ranked 57th among the top 100 rental companies in North America, according to RER Magazine, and we continue to climb the list each year. I hold a bachelor’s degree in business management from San Diego State University.
Q. What inspired you to (start a new business venture) or (to make significant changes in an existing business)? How did the idea for your business come about?
Ans : Growing up in the business, I learned the importance of hard work and caring for customers and employees. Upon returning to PDQ in 2009, I recognized the potential for growth but saw the need to update our processes and systems. While we had a strong team, many were stuck in old ways of operating. I realized that in addition to maintaining our core values, we needed to broaden our focus beyond homeowners and modernize certain aspects of the business to continue our growth.
Q. What three pieces of advice would you give to budding entrepreneurs?
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Embrace Hard Work: There is no substitute for hard work in business. Dedication and a relentless drive for performance are essential for success.
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Build a Strong Team: Surround yourself with capable team players and always hire individuals who are more skilled than you. Their expertise will help elevate the business.
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Welcome Feedback and Focus on Customers: Accept criticism as a tool for growth and evolution. Always strive to say “yes” to customers to encourage repeat business and foster strong relationships.
Q. What would you say are the top three skills needed to be a successful entrepreneur?
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Resilience: The ability to recover from setbacks and persist in the face of challenges is crucial for overcoming the inevitable ups and downs of entrepreneurship.
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Leadership: Strong leadership skills are essential for inspiring and guiding a team, fostering a collaborative environment, and making strategic decisions that drive the business forward.
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Adaptability: Successful entrepreneurs must be able to adapt to changing market conditions, customer needs, and industry trends to remain competitive and sustain growth.
Q. To what do you most attribute your success?
Ans : My upbringing from my family for hard work and the moral high ground at all costs. I believe in creating goals, organization for productivity, and measuring success and failures.
Q. How do you go about marketing your business? What has been your most successful form of marketing?
Ans : Most of our marketing is conducted through outside sales representatives, advertising, and a strong online presence.
Q. Where did your organization’s funding/capital come from and how did you go about getting it?
Ans : How did you obtain investors for your venture? We started as a small business in 1952 and have experienced consistent growth over the past 73 years. We maintain a strong relationship with our bank and utilize outside lenders for loans to support our rental equipment and inventory, including extended terms (flooring) from manufacturers.
Q. What is the best way to achieve long-term success?
Ans : Understand that results don’t happen overnight; success requires patience and persistence. If you do a good job for your customers and employees, they will demonstrate loyalty.
Q. Where do you see yourself and your business in 5 – 10 years?
Ans : I aim to open additional locations and ideally double our revenue within the next five years, with the vision of exploring further opportunities from there.
Q. Excluding yours, what company or business do you admire the most?
Ans : I truly admire In-N-Out Burger for their consistent food quality and the evident pride their employees take in their work. Despite many employees being new, they are well-trained and maintain high standards. If they make a mistake, they accept responsibility and often go above and beyond to make it right for their customers. This commitment to excellence stems from the top down, reflecting a strong company culture.
Q. How important have good employees been to your success?
Ans : Good employees are paramount to success. We owe much of our success to having many employees with 20, 30, and 40 years of service with us.
Q. How long do you stick with an idea before giving up?
Ans : Typically, it takes about six months to evolve an idea into its final form, as we don’t abandon concepts but rather adapt and refine them. Feedback from all stakeholders is crucial in this process.
Q. What motivates you?
Ans : I am motivated by growth and constant improvement, and I find great joy in celebrating success with everyone.
Q. What are your ideals?
Ans : My ideals revolve around integrity, excellence, respect, collaboration, empathy, and lifelong learning. I believe in maintaining honesty and transparency in my actions, striving for high standards, and valuing the perspectives of others. I recognize the power of teamwork and aim to foster strong connections by understanding and appreciating the feelings and experiences of those around me. Committed to continuous improvement, I embrace new knowledge and experiences to adapt in an ever-changing world.
Q. How do you generate new ideas?
Ans : I generate new ideas by identifying shortcomings and seeking ways to improve them, as well as by observing the market and evolving concepts from the competition into even better solutions. Often, it involves simply living my life and jotting down notes when inspiration strikes. I then develop a plan to implement those ideas after discussing them with key stakeholders.
Q. How do you define success?
Ans : I define success by the quality of values and reputation a company upholds. Success comes from adding value not only to customers but also to employees and the community, as these elements are essential facets of a thriving business. It’s not solely about the bottom line; all aspects are important for achieving true success.
Q. How do you build a successful customer base?
Ans : Building a successful customer base requires following through on commitments and doing whatever it takes to meet them. We strive to be a true partner with our customers, fostering trust and collaboration.
Q. What is your favorite aspect of being an entrepreneur?
Ans : My favorite aspect of the business is the ability to generate ideas and implement them successfully, which brings a strong sense of accomplishment. I take great joy in watching employees develop and grow, and I make it a point to reward our superstars. Additionally, I love giving back to employees and sharing the rewards of our successes.
Q. What has been your most satisfying moment in business?
Ans : I greatly enjoyed our acquisition in 2023 and the process of merging the two businesses, even though it was one of the hardest and most stressful challenges I have ever faced. Witnessing the transformation has been rewarding, and it proved to be a success thanks to the dedication of our entire team. Everyone pitched in, demonstrating our collective capability, and it took countless hours from each member to make it happen. This experience has provided us with a successful blueprint for future acquisitions and new locations.
Q. What do you feel is the major difference between entrepreneurs and those who work for someone else?
Ans : The main difference between entrepreneurs and those who work for others lies in the creative and innovative mindset, as well as the willingness to take risks. Entrepreneurs must not only be able to lead but also adapt to changing circumstances and opportunities.
Q. What kind of culture exists in your organization? How did you establish this tone and why did you institute this particular type of culture?
Ans : Our culture is very family-oriented, with a strong commitment to fostering that environment. We offer rich benefits, including a 401(k) plan, profit sharing, a large Employee Appreciation event, biweekly luncheons, and medical reimbursement, along with many other perks. We pay for the majority of our employees’ medical benefits and continuously strive to give back as profits allow. Regular team meetings promote a collaborative atmosphere, and we emphasize empathy for those in need. We value training and provide numerous opportunities for growth, creating a strong culture and ensuring good employee retention.
In one word, characterize your life as an entrepreneur.
Life as an entrepreneur can best be characterized by the word “perseverance.” This quality embodies the relentless determination to overcome obstacles, navigate challenges, and stay committed to one’s goals, even in the face of setbacks. Entrepreneurs must consistently push through difficulties, adapt to changing circumstances, and maintain their focus on long-term success, making perseverance an essential attribute for thriving in the entrepreneurial journey.
For more information visit us at: PDQ Equipment