Hy-Brid Lifts Names Industry Veteran Waterman Northeast Territory Manager

Custom Equipment, manufacturer of Hy-Brid Lifts, has hired Norman Waterman as its northeast U.S. territory manager.

July 9, 2018

Norman Waterman brings more than 20 years of construction sales experience including five years at NES Rentals to Custom Equipment — Norman Waterman brings more than 20 years of construction sales experience, including five years at NES Rentals, to Custom Equipment.

Custom Equipment, manufacturer of Hy-Brid Lifts, has hired Norman Waterman as its northeast U.S. territory manager. Waterman is focusing on bringing the company’s lightweight low-level scissorlifts to more rental centers and contractors in the area.

“Norman has a visceral understanding of the construction rental landscape and he knows what customers need to be successful,” said Dan Schneider, Custom Equipment LLC vice president of sales. “We’re looking forward to seeing him champion our products.”

Waterman has more than 20 years of construction sales experience, including five years with National Equipment Services (NES Rentals). Before joining Custom Equipment, he was rental sales manager at Kinsley Power Systems, where he doubled the company’s revenue in two years, Custom said.

“There’s a specific challenge that comes with selling Hy-Brid lifts and that’s the challenge of helping customers truly understand the value these lifts can add to jobsites versus the go-to 19-footers and the heavier and lower-capacity mast lifts,” Waterman said. “I look forward to helping contractors experience a product I truly believe in.”

About the Author

Michael Roth

Editor

Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.