Competition Information
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Do you secret shop your competition on a regular basis in person or by phone? If you don’t, you should try it; it’s a very enlightening thing to do. If you do shop them, how many of your competitors are on the ball, friendly, helpful, do-anything-for-you kind of people? If you find one like that, you better hire him or her him away! Most of your competitors let people answer the phones that have no telephone skills and allow people to manage their facilities who have little or no customer service ethic and usually even less sales skills. Most of your customers, if you’re not the first place they’ve called or the first place they’ve come to, already expect you to be gruff, unhelpful, and annoyed that they’re being interrupted by a rental inquiry.
So this is what you’re up against. The people come in with a chip on their shoulder, and you’re going to have to do something to get that chip on their shoulder off. Because they have a chip on their shoulder and assume people are jerks, they don’t want to tell you what their real concerns are because they’re afraid that if they open up to you, you’re going to take advantage of them, you’re going to rip them off, you’re going to get them a crappy storage unit for way too much money, or you’ll use the information against them. So rather than tell you their concerns, they’re often going to tell you all kinds of other stuff.
Written by Tron Jordheim, Director of PhoneSmart.
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