WomenCertified founder Delia Passi, the keynote speaker at the Texas Self Storage Association’s annual Executive Retreat, highlighted the spending influence of women. During the event, held June 17-18 at the Hyatt Regency Hill Country Resort and Spa in San Antonio, Passia discussed the differences in gender buying paths and offered suggestions for improving the overall customer experience at self-storage facilities, with women’s preferences in mind.
According to a WomenCertified press release, census facts show that women make 83 percent of all consumer purchasing decisions, and a 2008 Pew Research study found women make or share responsibility for household decisions in 71 percent of homes. Women also happen to comprise a huge percentage of self-storage customers.
“Convenience is a major factor in a consumer’s decision to rent storage space, but safety, cleanliness and security are equally if not more important considerations, specially among women,” Passi said. “Customer service and care are big areas that many self-storage facilities can improve upon. My goal was to inspire these self-storage companies to achieve women’s expectations since they tend to have more particular preferences than men. In doing so, they can increase customer satisfaction across the board.”
Passi is the author of Winning the Toughest Customer: The Essential Guide to Selling to Women. WomenCertified a training and certification program with resources to help professionals across multiple industries increase sales among men and women through more effective communication, appreciation and an enriched customer experience.