Self Storage Sales Theories

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Remembering what it was like to know nothing about self storage sometimes feels like a lifetime ago. When I think back, the thing that impresses me most are all the amenities and security features the self storage industry has to offer, and yet most consumers are unaware that self storage is more than an empty garage space.

Before my career in the storage business, I’m sure I had driven past countless storage facilities without ever taking notice. Maybe this is true for many Americans who have yet to find a need for self storage. But what happens when they do need a place to store their daughter’s college dorm room for the summer, or put their parents’ houseful of items into storage? They might not have any idea that self storage is more than an empty shell to fill their stuff with.

Educating self storage customers should be at the forefront of every self storage owner and property manager’s mind. Consider that nearly every other industry and specific retailer has trained consumers about what services they should expect within specific industries. Customers shop around and look for the best deal when buying a new car, they know how to bargain for furniture, they compare the fine print between which cell phone provider offers what.

For example, today I bought a bed for my toddler. Several weeks ago, I knew I’d be purchasing a bed so I called my local stores. When I made the calls, I simply asked for the price of the cheapest twin mattress. There were a few furniture stores that refused to give me the price over the phone and insisted I come in, most rattled off a price between $150 to $200. Only one facility asked me what was creating my need for a twin mattress, told me about the features of their mattress, and reminded me I’d also need a frame and because kids tend to spill and make messes, I’d need a mattress protector. Although that facility quoted me the highest price, I was very close to going there to buy the product.

Consumers have been trained to seek out the best deal based on their needs. So when a situation arises that requires offsite storage, they expect the self storage manager to take care of them by understanding their needs and offering them the best solution. Asking the customer a few key questions is still, hands down, the best way to build an accurate self storage quote.

Tron has told stories about going down a list in the phone book and calling self storage facilities to measure their sales skills. You may or may not be surprised to hear him say that it takes several, sometimes 10, calls to get someone to sell their facility to him and ask him to reserve a storage unit.

Because consumers are more savvy than ever, they will find the facility they feel is the best value for their dollar. If you, as a self storage manager, fail to tell them about the access controlled gate and video surveillance, UPS and Fed Ex pickup services, covered loading docks, free truck, etc. but your competition tells their customers about those features, your customers won’t think you forgot to tell them. They’ll assume you simply don’t have that much to offer. (And isn’t it a shame that we use business as an excuse not to provide excellent service.)

Capturing every opportunity to earn a new tenant in more important than ever. One way to tip the scale in your favor is to teach your customers about the services you offer. Tell them during your first contact with them and you’ll leave a lasting impression that will bring them through your door.

Written by Sarah Little, TQAS Director

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Disclamer: This entry is intended to promote our partner StorageMart and some or all participants received compensation.