|Copyright 2014 by Virgo Publishing.|
|By: Cary F. McGovern|
|Posted on: 06/01/2005|
Two columns ago, I addressed ways to communicate the value of records storage lite (RS-lite) to self-storage customers. Last month, we looked at how to market the service to prospects. This month, you’ll learn how to develop a sales strategy for RS-lite in a self-storage environment.
To begin, you’ll need to identify the who, what, where, when, why and how of offering records storage at your facility. Once these questions are answered, determining the tools you’ll need to proceed is easy. Let’s take a peek at how RS-lite works in an uninformed and unsuspecting marketplace:
Who is a prospect for RS-lite?First, you’re already in the self-storage business, and you already have business customers. This is a great place to start, especially since you experience reasonable turnover and have new sales opportunities every day. Second, unless you’re in an unusual market, there should be many small businesses in your area, and they all have records to store. So the answer is: existing customers, new customers and your local community of small businesses. Don’t rule out your competitors’ existing customers!
What are you selling?Just as in your self-storage business, you’re selling space—but with a twist: You’re selling cubic instead of square feet. In short, selling records storage is just a little askew from what you already do.
Where do you sell your service?Everywhere you can, at every opportunity. You can choose to sell over the counter in your office, via telemarketing, at community events and venues, etc. You can even hire inside or outside, part-time or full-time sales agents. The choice is yours.
When do you sell RS-lite?Only when the opportunity is just right. Asking prospects appropriate questions is important in any sale. It’s also key to predict (and have the answers to) any questions they might ask you. This presumes you have a product to sell and a trained salesperson, and understand the value of the service to the customer.
Why sell RS-lite?It differentiates you from competitors, adds value to your business, and increases revenue with little effort. Of course, you must have the proper tools and skills to employ the service.
How do you sell RS-lite?Using guerilla marketing tactics, which puts all of your resources—not just your money—to work, including existing staff, computers, software, marketing strategies, space, security equipment, etc. By using creativity, you can generate marketing techniques that drive your business at a reduced cost.
Skills, Tools and Resources
What’s left to know? You need to learn the right tactics and skills to reach your records-storage goals. RS-lite is a business opportunity, but it doesn’t just happen. You must understand the nature of the beast. In medieval times, when cartographers drew maps, they wrote the following along the perimeters to designate the unknown: “Beyond here, there be dragons.” When it comes to RS-lite, you must know your dragons, or you have no chance for victory.
In your quest, you’ll need three things: tools, plus the two fair sisters, skills and resources. A tool is a device used to do work. A skill is the ability to do something well. A resource is a source of supply or support. In RS-lite, your tools, skills and resources include:
When it comes to RS-lite—a “vanilla” service—simplicity is key. Its components must be simple to understand and use for the customer, salesperson and business owner. That being said, simple is not necessarily easy. As my father used to say, “Son, if it was easy, everyone would be doing it.” RS-lite may not be effortless, but it is very straightforward and can be highly profitable.
Cary F. McGovern is the principal of FileMan Records Management, which offers full-service assistance for commercial records-storage startups and sales training in commercial records-management operations. For help with feasibility determination, operational implementation or marketing support, call 877.FILEMAN; e-mail firstname.lastname@example.org; visit www.fileman.com.