Thread: Marketing is a waste of time...

Marketing is a waste of time...unless the managers are well trained in using effective sales skills. I speak with owners on a regular basis who want to figure out a way to get more phone calls or more leads and we certainly all would like to figure out ways to do that.

But more often than not, increasing phone calls or web leads won't be effective if the person answering the phone doesn't know how to turn those leads into rentals. The 100's of phone shops and in person shops we have conducted leads us to the conclusion that most of us just aren't very good at answering the telephone. And the facts show that some 85% of prospective tenants still call first, so we have to know how to answer the phone in an effective, professional manner. When customers are calling around (studies show they call 4-6 facilities before they make a decision) and whoever does the best job on the phone has the best chance of getting that rental. And if a rental is worth over $1,000, doesn't it make sense to learn how to use a professional sales presentation?

We also know that some 90% of prospective tenants end up renting storage from someone, so every time we get a call and don't rent to that person, we need to ask ourselves why? If they don't rent from you, they rented from a competitor.

Would like to hear from all of you about your best phone sales techniques and how you turn more of those prospects into tenants.

Thanks

Bob Copper
Self Storage 101
www.selfstorage101.com

Could not agree more!!!!!!!!!!

I listen first to the customers needs then point out the best features that we offer to meet their needs. I always ask the customer to reserve the unit. I do this by creating a sense of urgency If they reserve the unit they will get the free truck reserved on the day they need it. If this fails I invite the customer to come in and take a look at the unit that day by appointment.

hbg71,
What are some of the ways you go about getting someone to reserve the unit? What ways do you open into that? I am really wanting to improve my reserves. This is something I really just havent done yet and I understand the importance. Any info from anyone would be great.

Bob, I couldn’t agree more. As an industry we spend millions of $$$ just to make the phone ring.

So as a sales associate (manager), how do we get/convert the shopper that calls and asks; (the two most common questions we receive)
1) How much is your storage?
2) How much is a 10-by-XX?

I know you were just asked a direct question, but don’t answer the question directly. Answer it with a question or multiple questions. You want to get this person to walk in the door.

Caller #1 probably knows little or nothing about storage.

Caller #2 is shopping and has an idea what he/she wants.

I for one, am always looking for new or better ideas so let hear from everybody.

Hey rpitt101 well I always push the sense of urgency the truck rental is a good way we offer a free truck at move in. I tell the customer if they reserve the unit they can reserve the truck for the same day and its free. I remind them we have limited availabilty on the unit they need and if they reserve it we will hold it for up to 30 days. The reservation fee also goes toward their rent at move in so they are not loosing the money. The only way their money is lost is if they do not move in.

Originally Posted by SMSSId

Bob, I couldn’t agree more. As an industry we spend millions of $$$ just to make the phone ring.

So as a sales associate (manager), how do we get/convert the shopper that calls and asks; (the two most common questions we receive)
1) How much is your storage?
2) How much is a 10-by-XX?

I know you were just asked a direct question, but don’t answer the question directly. Answer it with a question or multiple questions. You want to get this person to walk in the door.

Caller #1 probably knows little or nothing about storage.

Caller #2 is shopping and has an idea what he/she wants.

I for one, am always looking for new or better ideas so let hear from everybody.

Good questions because you're right, they're the most common. Simple answer: use price stalls.

When someone calls and ask 'how much is your 10x10?', answer with 'while I'm getting my price list, let me ask you a few questions; by the way, who am I speaking to". Then you're right into your sales presentation. Or you might try 'I might be able to save you some money, can I ask how long you are going to need the space?', and again, you're in. Stall on price as long as you can because once you give the price, the presentation is pretty much over.

Assume your trying to sell a box, you can't expect a customer to buy the box until they know what comes in the box...tell them what comes in the box with features and benefits, before you give them the price.

Originally Posted by rpitt101

hbg71,
What are some of the ways you go about getting someone to reserve the unit? What ways do you open into that? I am really wanting to improve my reserves. This is something I really just havent done yet and I understand the importance. Any info from anyone would be great.

Getting reservations is one of the most important things you can do to improve your conversion rate. Once you've done a great job with the features and benefits and you've gotten the customer's name and number, say something like 'Joe, most of our customers go ahead and reserve a space so that they can make sure and get that price (and special, if you have one), all I need is a credit card number and we'll hold that space until you come in tomorrow; what time tomorrow do you think you can be in, I want to make sure and be here when you come in.'

A large number of rentals come from follow up so you have to have a follow up system.

Keep 3x5 cards on your desk and when someone calls, immediately start taking notes; name, number, reason for needing storage, etc, including date needed. (Taking notes helps you remember and keeps you focused, you can't take notes and update your facebook page at the same time).

Keep those cards in a small plastic file box with dated dividers and put the cards in by date you need to follow up. Review each day those you need to follow up on. You will be surprised how many extra rentals you will get by calling people back, showing them you really want their business.

Originally Posted by rcopper

Stall on price as long as you can because once you give the price, the presentation is pretty much over.

I love to ask, are you sure you need a 10x10? Would you please give me an idea of what you're storing and I'll help you determine the best unit size for your needs. What are the largest pieces you will be storing and for how long?

I get them to thinking, it distracts from the pricing plus, most times people don't really have a solid feel for the size they really need.

Like the lady last week who asked for a price on a 10x10 and was going to be storing an entire 1700 square foot house full.

If the customer states it will be long term storage, I might advise an interior unit we're trying to move as I explain to the customer; "An interior unit will be less dusty because a storage unit is like your garage, and I doubt you'll be coming in and dusting each week. You do dust your garage each week right?" This usually elicits a smile or a chuckle and now they're very interested in that slow to move inside unit.

It all boils down to how pretty of a bow you tie onto the package that sells it.