The Importance of Collecting Customer Data to Self-Storage Facility Success

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As a manager, you need to record all inquiries. This will help you determine what needs to be improved to turn quick inquiries into greater prospects. Don’t be afraid to make notes for each caller. If one rushes you and quickly hangs up, make that note. At the end of each day or week, you can look at your notes and see how many customers let you sell your facility and how many got what they asked for and walked away. 

Collecting Data

What data do you need? You should get the prospect’s name and contact info (including an e-mail address, if available), what unit size he needs, what he plans to store, when he needs storage and for how long, and if he will need a truck or moving services. Most important, ask how the prospect heard about the facility. It’s not always easy to ask all of these questions, but the information is invaluable if you can collect it.

Don’t be afraid to show that you’re only closing 10 percent to 20 percent of prospects. What you should fear is a failure to collect accurate data. If you’re not successful with a good portion of phone calls, it could mean you need more training.

If your activity log shows you’re closing most prospects, the owner may not feel additional training and the associated cost is necessary. However, training could help you learn how to effectively record activity.

Proper tracking may be the key to smarter growth. Could your operation expand by 50 percent? As a manager of a successful facility, you can be the owner’s most valuable asset. If you can record detailed information and turn it into growth, your value will increase with the company’s. Now it’s starting to sound like something that may be worth your time and effort!

Cory Parrow is a manager with Your Storage Team, a consulting firm based in Southwestern Ontario, Canada. He has more than 13 years experience in developing and managing storage facilities. As a licensed realtor, he assists customers in acquiring new facilities and finding exit strategies when selling facilities. For more information, call 519.868.1982; e-mail cory@yourstorageteam.com.

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