You Are Renting What?

I heard someone say a wonderful thing at a seminar I was giving. I asked the audience what they thought people were really buying from us when they rent a storage unit. I always get some similar responses when I ask this question: room, space, peace of mind, security for their belongings. But here’s what was told to me that day.  It is a simple and elegant response.

What are people buying when they rent from you?

They’re buying time.

They are buying time to decide what to do with their stuff. They’re buying time because they don’t really want to take care of their situation now. That’s especially true if they’re moving or they have a death in the family or they’ve got some favorite items that they should just don’t have room for now, or they’ve got four lawnmowers when they really only need two. They’re buying time to figure out what to do with their stuff. Isn’t that a wonderful way to look at that? And they’re obviously buying a lot of time if half of them are staying more than a year. Be aware that these thresholds of decision happen, and people stop and examine what they’re doing and decide to move forward or not.

Written by Tron Jordheim, Director of PhoneSmart.

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