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Self-Storage Training Opportunities: Helping Your Staff Learn and Grow
While you probably understand that training for your self-storage staff is vital, knowing how to provide it is another story. Fortunately, there are many options for delivering initial and ongoing education to ensure your employees succeed. Learn what they are as well as when you should consider outsourcing this important task.
7 Min Read
What a great time to be in the self-storage business! Tools for staff training are plentiful these days. That wasn’t the case when I started my industry career in 1993.
The owner for whom I worked had a small portfolio and knew nothing about day-to-day operation. Neither did any of his facility managers, including me. We could handle renting units taking payments, but when it came to rate management or legal matters, we were lost. We didn’t even have a computer to manage the business; it was all done by hand! I couldn’t simply Google “self-storage manager training” and learn on my own, either.
Shortly after I was hired, the owner was kind enough to bring in a self-storage expert to train us for a day. I’ll never forget the experience. She was smart, knowledgeable and willing to share a wealth of information. We left that session ready to take on the world! I carried that feeling with me for the next 30 years, and training became the single most important task to me.
Today, there are so many more options to help your self-storage team learn and grow. Let’s look at what each type offers, so you can find the right platform for your operation.
In-House Training
Your first option is to create an in-house training program. As my family’s self-storage portfolio grew, it became apparent that we needed to develop one. Now, each new staff member is required to complete it. We also have mandatory follow-up training for seasoned employees.
An important consideration is what your training should cover. One area of focus that should be included in every program is sales. Every self-storage manager we hire gets sales training, but it’s important to determine the types of selling techniques you want to use at your location. Whether your approach is “making a connection” or “high pressure,” consider any and all forms of training materials.
In addition, Consider making videos on unit cleaning, online reviews, maintenance schedules, customer service and more. Don’t forget about specific platforms and tools.
For example, most self-storage operators use management software these days, but if the manager doesn’t know how to use it, they won’t be able to provide the exceptional customer service needed to meet your aggressive income projections! In my operation, every one of our team members is required to provide a certificate of training completion from the software company within seven days of employment. If you’re new to the industry and haven’t decided which software to use, consider going through a potential vendor’s training platform to help you make an informed decision, as you want to provide the best tools for your team’s success.
To build your training program, involve your self-storage staff. Ask questions related to what they do every day and find out where they feel the need for more guidance. Next, develop written job descriptions and an operations manual. These resources can serve as ongoing tools employees can reference when needed.
Third-Party Trainers
If you own a handful of self-storage facilities, consider hiring a third-party company to train your managers. With this approach, there are two options: onsite and online.
If you bring the trainer to your location, employees receive individual, hands-on coaching with an industry expert. You can also have this person examine your policies and procedures, to help hedge any potential legal or operational issues. A professional can typically provide lots of advice on how to improve your business. These sessions tend to cost more than some of the other options available, but the investment usually pays off immediately. Plus, you won’t have to invest time or money into developing your own program!
There are also many vendors who produce online forms of training. They tend to provide a different type of insight. Often, this approach can spark ideas or help create a better way of accomplishing various tasks. Plus, providers are always introducing new modules and updates that can improve your operation.
Before hiring any kind of trainer, in-person or online, it’s important to set your expectations. You should both be on the same page, so your staff receive the proper guidance. Do you want sales training, or do you need to focus on auctions or marketing? Sessions can often be customized for your business.
Other Online Resources
Even though I’ve been in the self-storage industry a while, I still look for new podcasts, webinars and articles weekly. Our team of managers and leasing agents often receive emails from me with links to online knowledge. Most of them always respond with a big “thank you.” They’re just like I was once: running a facility and searching for guidance.
Many self-storage associations offer a variety of education resources. Regularly visit their websites for new content and sign up for their newsletters. There are other organizations that provide all kinds of free information, too. For example, Inside Self-Storage offers articles, blogs, videos, podcasts, galleries, whitepapers, case studies, newsletters and more at insideselfstorage.com.
Don’t limit yourself or your staff! There are many places and ways to learn about critical topics like customer service, marketing, sales and technology. Anything you and your team learn can help your improve performance and the business.
Conferences and Tradeshows
These events offer in-depth learning opportunities from industry experts. When our managers attend, they’re excited to soak up the knowledge and always bring home a suitcase full of motivation. Plus, there’s all the networking, which isn’t only a lot of fun but can provide enrichment for your staff, as it gives them an opportunity to learn from peers.
These live education platforms cater to managers as well as owners and can be a huge benefit to your business. Look for any opportunity to attend national and state conventions. I promise that your team will appreciate your investment in them. There’s also an opportunity for you to offer the trip when certain goals have been achieved by your staff.
Making the Choice
By now you’re probably wondering about the best approach to training for your own self-storage team. Should you develop your own platform? Take advantage of online options? Outsource? To arrive at an answer, consider how much time you have, how much money you’re willing to invest and where you see the most value.
My company manages 37 properties, so it made sense for us to invest in an in-house program, which is created by our education and administrative staff. However, if we owned just a couple of facilities, it wouldn’t be reasonable to spend the time or money. There are several professional companies that could meet these needs. Again, there are even free resources online.
Make It a Priority
Remember: You don’t know what you don’t know! I recently discovered that a client of mine was using a self-storage lease that didn’t contain the necessary lien-law language. They assumed the software company had uploaded all the appropriate forms. Without experience or training, they had no way of knowing that the documents they were using were generic and it was up to them to add the correct ones. They had units that needed to be auctioned but no legal right to sell them. This is why consistent training is so critical!
Whether you have one self-storage location or 100, ongoing training should be a priority. Especially if you’re a new owner or investor, you owe it to yourself and your onsite staff to implement required training for everyone. There’s nothing like seeing a freshly trained manager put their new knowledge to work!
Successful self-storage facilities don’t run themselves. Without professional staff, you’ll struggle to compete in today’s market. An investment in training will produce positive results, and the return will be greater than you might think.
Denise Bowley has had a rewarding career in self-storage since 1993. She and her husband, David, own and operate Self Storage Science, which manages or provides consulting for 37 properties, and Pack Mail of Lufkin. They also own or are invested in six self-storage facilities. The family business also includes Allicyn Bowley and Jason Lee. To reach Denise, call 936.632.5533 or email [email protected].
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