Once your sales program is solid, spend the time, money and energy to develop an effective marketing program. Remember: It’s critical to perfect your staff’s sales skills before you invest in this area. Unfortunately, most operators throw money at marketing to increase customer traffic without the appropriate sales effort to close the deal. This can be very unproductive and a waste of your precious marketing dollars.
When executed properly, your marketing program will create a steady stream of referrals into your facility. First, identify your target markets. By tracking and measuring your marketing efforts, it will become evident where to spend the majority of your resources.
Most storage operators are inconsistent with their marketing, never establishing a consistent program. There must be constancy and repetition within the marketing plan. Once achieved, it will work in harmony with an effective sales program and take the storage operation to greater heights.
Finally, create an environment for higher productivity, as this will feed into all of the other steps. To develop consistency in key areas, you must reward excellent performance. This will bring more awareness and focus to these areas and help your staff stay motivated to make necessary changes.
This can be accomplished through goal-setting, incentives, contests and bonuses. Rewards should be monetary and, if a particular goal is achieved, each individual should be recognized for a job well done. In most cases, the recognition is just as important as the reward. Create a formal program to recognize high achievers, and they will reward you in kind.
Brad North is the founder of Advantage Consulting & Management, which specializes in self-storage management, feasibility, sales, marketing and operational training. He is a frequent contributor to industry publications and a nationally recognized speaker and consultant. For more information, call 678.491.7984; visit www.advantageconsultingmanagement.com.
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