Talking about value will help you in two ways. First, it softens the sticker shock people get when they've never stored before and don't know what storage costs. Second, it helps you concentrate on something other than price. Talking about how clean your property is or how quiet your roll-up doors are is a lot easier than talking about money.
Sales Tip 3
Don’t ask for the sale, assume the sale. For generations, salespeople have been taught to ask for the sale. That's so 1980s! Asking the customer “Would you like to take this unit?” is so inferior to saying, “Let’s get your name on this unit now.” Today, it's far more effective to assume the sale.
Most prospects shop hard and do a lot of research before calling or visiting your self-storage facility. There's a reason they're talking with you—it's because your store is on their short list of possible choices. Don't let that prospect get away from you. Asking for the sale allows him to say "no." Assuming the sale makes it happen.
Start taking all the questions and phrases you use to ask for the sale and replace them with assumptive language. Here are a few simple examples:
- Replace "If you rent a unit here..." with "When you rent your unit here..."
- Replace "I can reserve a unit for you if you like" with "I'm going to reserve this unit for you."
- Replace "I can accept cash, credit card or check" with "You can give me cash, credit card or a check."
Practice this assumptive language until it becomes second nature. You'll see some great results by assuming rather than asking for a sale.
As the busy season gets closer, you’ll need to do some sales practice to get ready. Work on these three tips and you’ll be ready to go. Hopefully, you’ll have lots of rental inquiries flowing into your store, and you can practice these techniques often until you master them. Good luck and good spring selling!
Tron Jordheim is the chief marketing officer of StorageMart and director of PhoneSmart. He has consulted for many self-storage companies and spoken at industry events in Canada, Mexico, Spain, the United Kingdom and the United States. Prior to joining StorageMart, he managed one of Culligan’s top U.S. bottled-water franchises. For more information, visit www.phone-smart.net .