Evaluating Your Self-Storage Advertising and Customer-Service Program

Michelle Millis Comments
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You’ve invested a lot to ensure the success of your business, building a nice facility and pumping a lot of money into an attractive marketing campaign. But are you evaluating your advertising program regularly to see if it’s actually working?

In the marketing business, we often hear the plea: “Help me make my Yellow Pages and Internet marketing programs work more effectively!” On review, it’s not unusual to find the call-tracking numbers are high, but conversion (transforming a caller into a renter) is low. If that’s the case, we often suggest a call-recording and tracking program along with further evaluation to see what has worked and what needs improvement.

How the phone is answered may seem trivial initially, but we must remember that to be successful, we need to check the foundation of a business to ensure its stability and the ability to handle growth. In our industry, the phone is the foundation. It’s your anchor to consumers, the link to potential new tenants. Without this anchor, your facility would be all washed up. If you have solid phone skills, though, you will stay afloat and remain steady even when economic tides are choppy.

Impressions

We’ve all heard it before: “You don’t get a second chance to make a first impression.” Some employees don’t make the correlation between their phone etiquette and their paycheck. Without customers, limited opportunities exist to obtain a raise or bonus, but there is the chance of losing job security.

You may be confident in the way you and/or your employees are handling phone calls. What if you had a way to ensure your incoming calls were being handled appropriately and in the most effective manner to hook more tenants?

Perhaps a call-reporting system is the answer. With it, you can track how many calls you receive from print and Internet advertising, view a report that provides details such as time of day you receive the most calls, where the calls originate and the length of the call. You can also review how many after-hours calls you are missing.

As a result of this data you might want to add your website address as part of your voice message so callers can access information when you’re not at your desk. Ours is an impatient society that wants information now, with the least effort and cost.

With call-tracking and recording programs, you can play back calls whenever you choose, with our without your employees’ knowledge. If you can access call recordings and review the exact nature of conversations and how they are being handled, you can begin working on refining your sales process.

Certainly you can uncover the answer as to why your calls might not be converting new customers.

Say What?

We are always asking ourselves, What do potential customers really want? How can I be different from the competition? What can I say or do to ensure they’ll do business with me instead of the storage site down the road?

Listening to your callers and evaluating what they’re saying is a skill like reading a compass. If you know how it works, it will lead you in the right direction. Likewise, a caller’s questions and input should point you to answers and questions that will lead you to a successful conclusion: a storage unit for them and contracts/cash flow for you.

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