If you layer a set of more efficient lead-management practices on top, you could raise your conversion rate another 10 percent. If you think all this tracking and coaching and managing sounds like a big nuisance, you’re right. But a nuisance worth 20 percent of improvement in conversion rates could be a very profitable activity.
The other area where technology shows great promise is in the recruitment of self-storage managers. Most storage companies are too small to have a human resources department with people specializing in recruitment, compliance, benefits and payroll. This means they're either spending a great deal of time managing these processes, or they're skipping steps and making a lot of potentially costly mistakes.
If your employment process isn't thorough, you may be hiring managers who are not well-suited for the position, causing a lot of turnover, training issues, and poor customer-service and sales interactions. The cost to replace an ill-suited hire is tremendous. The price of providing less than stellar sales and service experiences is unfortunate and unnecessary.
Fortunately, there are companies streamlining the recruitment process through online services. For example, Active Screening enables storage owners to handle the application process, new-hire paperwork, background checks and other screenings online.
If you’re doing your new hiring correctly, you have a stack of paperwork and hours of preparation every time you need to fill a position. Being able to automate and digitize this process is a cost- and time-saver and helps you avoid poor hiring decisions. Sometimes storage owners hire people too quickly because they don’t want to go through the hassle of doing background checks for multiple candidates. I understand the desire to avoid mountains of paperwork and endless hours of interviewing. However, hiring is one of the most important decisions over which every owner has control.
Using an online system is a way to free yourself from the red tape and concentrate on the people side of recruitment. You'll be more deliberate in your decision-making process and hire a well-suited candidate.
There are many other ways technology can help storage operators save time and money. New tools emerge every day. Spend some time each week investigating these products and services. If just one proves to be worth a 20 percent increase in your sales-conversion rates, you’ll know you’ve made the right investment.
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.