The self-storage busy season is just around the corner, and soon your phones are going to start ringing. Are you ready to make the most of every rental opportunity? There isn’t a lot of time to prepare, so I'm going to share three important sales tips that should help you maximize every chance you get.
Selling Tip 1: Don't Over Think It
Don’t over think your prospect pool. Sometimes it's enough to know that they need storage. It's tempting to want to categorize the different types of people we serve and try to figure out how to build the right sales presentation for each. Marketers are always trying to segment customers so they can get better conversion rates. But you know what? When push comes to shove, none of that really matters.
Don’t get all hung up on how different prospects behave. If a customer wants a storage unit, rent him one. You can ask some simple qualifying questions that will help you determine which unit will best suit his needs. Then show him what you've got and let him choose.
I don’t mean to oversimplify things, but it's better than making them overly complicated. Keeping it simple will help you in two ways. First, it will help you focus on the customer rather than trying to pigeon-hole him. Compartmentalizing people usually only leads to confusion or misunderstanding, whereas focusing on the individual usually leads to a good rapport. Second, it will keep you from getting distracted by details that may get in the way of a smooth sales process.
Selling Tip 2: Make It About Value, Not Price
Yes, everyone wants a good deal and no one wants to spend more than they have to, but getting the lowest price isn't always the best thing. While getting to know your prospects, you'll find out what's important to them. Look for ways to tie those concerns to your property's features and offerings. Those that directly address the customer's needs create value, and value is worth the expense.
When you talk about pricing, always emphasize value. Prospects really don’t know how to assess self-storage. Its' not like pizza. We all know why some pizza places charge $5 for a pie when others charge $15. Depending on the day, we might want the one or the other. In self-storage, you as the expert have to paint a picture of what value looks like and why it's worth the money.