While it’s every self-storage manager’s goal to rent a unit at every sales opportunity, sometimes getting the customer to commit is a challenge. There are many reasons why a prospect might say “no” during your initial interaction. It’s your job to answer his questions, dissolve his doubts and change that answer! Here’s guidance to help you anticipate objections and be prepared to counteract them.

Lay the Proper Groundwork

When a customer comes looking for storage and you have space available to rent, it should be a done deal, right? What could cause a sale to go sour? Was it the price? The property’s condition? Something you said (or didn’t say)?

Stage performers practice to ensure their presentation is perfect each and every time. Self-storage sales should be treated no different. Your pitch should be the best it can be for each and every client. A critical part of success is to ask questions. How did they find you? What will they be storing? Is there anything specific they need?

Your approach should be genuine and casual, not canned. Most people seeking self-storage are enduring a major life change such as a death, divorce, new move, house renovation. Retirement, etc. These transitions can make people feel unsettled and confused, even about something as simple as choosing a storage unit. You become their trusted guide because you’re the professional. Show them you’re up to the task!

Most prospects have already performed some research online before calling or visiting your self-storage facility. They may have compared several properties. By the time they get to you, closing the sale should be simply confirming what they already know about your business and sealing the deal. But as we know, some people just want to be convinced. Below are a few common objections and how you can respond.

Focus on Facility Strengths

When it comes to customer concerns about renting self-storage, I’ve heard them all. Here are several you’ll likely hear and suggestions for counterbalancing them.

Sweep Away Doubt

There are many reasons why potential self-storage customers might be hesitant to “sign the dotted line.” Price is usually the first protest, then the look or feel of the property, or the way they perceive they’re being treated by staff. The best way to avoid objections is to give them no foundation!

Most managers will say they have a clean, well-lit property and give a list of reasons why it’s the best in the area. But put yourself in the buyer’s shoes. Is it a place where you’d want to put your treasured goods? You must look at your facility every day as if you’re seeing it for the first time. If it’s dirty, buildings are in disrepair, staff are unfriendly, bugs are crawling around, etc., that’s what customers are going to notice!

People want to know you care about the property and their stuff. To create a perception of consideration and safety—which will eliminate many sales objections before they’re even voiced—the best thing you can do is make sure all of your lighting works, your halls and units are as clean as possible, and anything that could prevent someone from feeling protected is addressed quickly.  

Sometimes, you’ll encounter a customer you just can’t persuade no matter what you say or do. As self-storage managers, we do our best to get each and every prospect to rent with us. But if you can’t, it’s OK to let that one go.

Self-storage manager Terri Friesner has worked in the industry more than 14 years. She loves facility marketing and helping customers meet their storage needs. Terri joined the Self-Storage Talk online community shortly after it launched in 2008 and remains a regular contributor. To reach her, email [email protected].