How To Handle An Incoming Ad Call

Secrets in Self Storage

As you read through this 1/3 of self storage managers and owners will say, "This is valuable information!" You are the third with which I intend to speak. There will be (however) 1/3 of you that will say, "I could never say anything like this at my self storage facility...it is much to BOLD." To those folks I say, timid salespeople have skinny children. And yet there will be still 1/3 that will say, "I can't say this, it is much too CHEESY!" To that third I say please read this script completely.

The following is not meant to be regurgitated verbatim, but instead to be learned backward and forward until what is said from your mouth is in YOUR words and in YOUR style. This is a guideline, and if you learn it exactly how it is written, you will become much more successful on every ad call, every time. Even though I wrote this for my industry, self storage, this script works in any selling environment in which you receive calls from customers. Print it out, and customize it to your industry. Our goal is to use this 'symphony of words' to turn the voice on the phone into a body at your self storage facility for you to place in their new self storage unit.

You: We are having a great day at XYZ mini storage. How may I help you?

Customer: Do you have any 10x10 self storage units available?

You: That is one of our most popular dimensions...If you would give me a second I will grab our inventory roster and check to see if we have any more available. May I put you on hold?

This is done for a few reasons; one, to establish urgency and value. "That is one of our most popular dimensions", this is saying "we only have a few, and you are smart to have called about an unit that is in high demand"
We put them on hold to establish control and...keep reading.

Customer: Yes.

You: Great. In the event that we get disconnected, can I get your name and a good telephone number (ah ha!) at which I can reach you back?

Customer: Yes, it's Wendy Johnson at 555-5555.

You: Thanks Wendy, please give me just a second.

Place them on hold (even if you know your inventory backward and forward), but never for longer than 16 seconds. When you come back, you are now poised and ready to gather information, build rapport, and qualify.

You: Thanks for being patient Wendy, I have the information right here, but tell me just so we can make sure we are putting you in the right sized self storage unit, what are you looking to store there...about how many rooms?

Customer: This is for a two-bedroom apartment.

You: Standard furniture, bed, couch, coffee table, or do you have big appliances or antique furniture?

Customer: Standard furniture.

You: Well it sounds like we have exactly what you are looking for. A 10x10 will work perfectly. Do you know where our self storage facility is located?

Customer: How much is it?

This is the question that allows you to expound on what makes your facility different from all the others out there. If there isn't anything that makes your facility special...find something!
NOTE: Always be prepared to be drawn of course, your customer does not always follow the path you lay out for them, that is why we learn this backward and forward, so we can pick up where we left off.

You: We like to pride ourselves on being the most economical self storage facility in the area. In fact, because we own the property outright, and we have so many units, we can afford to do this for 5% less than all our competitors, everyday. Have you been searching for a storage unit long?

Customer: No, you are the first one we called.

You: Well, to ensure that we deliver the savings we say we are going to, every month we do site surveys of our competition's storage facility. I know what they charge and what they offer. When you come in I will give you a copy of our competitor's rates. When would you like to come in, I am available today, or would tomorrow be more convenient for you (alternate of choice - always give them 2 choices to choose from otherwise they can answer with a no)?

OR

You: Well, there are some of our competitors that rent their storage units for less. Our prices are about 5% higher than others because we offer so many benefits. For example, the 10x10 storage unit you are looking for rents here for $100. That pays for 24 hour video surveillance, a live-on-premise manager, 24 hour computerized entry, 8 foot chain link fences topped with barbed wire, etc... If we are the first people you are shopping, please ask our storage facility competitors if they offer a complete state-of-the-art security suite. Is the price the most important factor, or are you looking for that peace of mind that comes with knowing your things are at the most securely guarded self storage facility in the area?

Customer: Security is important.

You: Great, you'll never have to worry about your storage unit being broken into here. When would you like to come in, I am available in an hour, or would tomorrow be better for you?

Build value, be subtle, be friendly, and close more appointments. It is easy to be successful in self storage if you are following some simple rules of customer service and always striving to be a better seller. I find it interesting across the board in selling the amount of time spent honing the sales skill set is negligible. Doctors, lawyers even realtors have to complete continuing education courses, but sales people continue to "wing it". Learn more and earn more. Keep striving folks, keep striving.