Make A Friend, Make A Sale!

Relational marketing is one of the most effective tools available to the self storage manager. I have heard it said (and I totally agree) that a self storage manager is a bartender without the booze. Managers hear every dilemma known to man. And if you think about it, it makes so much sense. Every self storage customer is renting because they are in some sort of dilemma: not enough room, divorce, real estate closing dates don't match, family member passed away, eviction, etc. The best advice I could give to the self storage manager is simply this...........listen. Become a great listener. The more that you learn to truly empathize with your callers, the more that people will find their way to your office. And be genuine. Nowadays, people can smell a fake a mile away. But if you truly care about your customers and do you best to make their life easier, price will be of little significance.

I remember a time as a self storage manager when a gentleman walked into my office. We dialogued a bit as I like to do, and he asked all of the common questions a potential customer would ask. I showed him a few units, and too my surprise, he didn't rent with me on the spot. He said that he wanted to visit a few of my competitors (who I knew had lower prices). I shoved a brochure in his hand and did my best to assure him we were the best, and then reluctantly let him go. When he walked out my door, I thought, "Well, there goes that sale." About 2 hours later, he walked back into my office and said, "I'm going to go with you." Excited, I grabbed the nearest blank contract and got him started. Knowing full well that my competitors were renting units far cheaper than I was, I just had to ask him about it. "I know that the facility down the street is cheaper. Why did you decide to go with me?" I will never forget his reply, because it was probably one of the best compliments that I have ever received. He said, "I could just tell that you really wanted my business, and I really want to work with people like that." In other words, "I mattered to you." I promise you that if your customers truly matter to you, you will matter to your customers.

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