Beyond the Sales Script

Why Customers Prefer Conversations

Customers prefer natural conversations over scripted dialogues. For me, reading from a script isn’t effective; people can tell when you’re not being genuine, and it sounds unnatural. They really appreciate a sincere interest in their situation. When you’re reading from something, it feels less like a conversation and more like ignoring someone while they’re speaking to you, as if you’re distracted by other tasks.

It’s important to remember that every storage need is somewhat unique, and we need to uncover those specifics. Being authentic in our interactions helps customers feel valued. This involves taking the time to listen to what they’re saying, which is crucial for building trust. Establishing this trust leads to higher conversion rates. When you’re a genuine salesperson focused on helping the customer find the right solution for their storage needs, it truly makes a difference.

Guides Still Have a Purpose

I believe it’s important for people to have some kind of guide as they navigate their sales process. For many years, I have relied on a system that involves several key steps: greeting the customer, asking insightful questions, actively listening, providing solutions, and then closing the sale. This approach isn’t so much a script as it is a rhythm that offers consistency and boosts confidence in your sales abilities.

Having a script or guideline can be incredibly helpful. Think of it as a safety net rather than a crutch; it serves as a reference point you can look back to when you need direction. Instead of treating scripts as word-for-word speech, consider them a roadmap. The goal is to engage with the customer naturally rather than simply reading from a script, which can be off-putting and ineffective.

The Difference Between Reading and Conversing

The difference between reading from a script and having a conversation is significant. When responses are scripted, they can come off as robotic, and customers can easily tell that you are reading. This leads them to feel that their situation is being treated as a one-size-fits-all, which is especially not true in self-storage. In these interactions, customers primarily listen without engaging, making it challenging for employees to build rapport.

We advocate for a more conversational approach during sales calls, one that sounds natural and allows for a two-way discussion. This method fosters trust and confidence in the customer’s buying decision, ultimately making the process easier for them.

Start with Curiosity

To truly assist the customer, it’s important to ask insightful questions. Instead of simply inquiring about the size of the storage they need, consider asking questions like: When do you plan to move? What types of items will you be storing? How long do you anticipate needing storage? Have you rented storage before?

These questions help gather more information about the customer’s situation rather than making assumptions based solely on size. If the customer has reached out to another facility, they may have only provided information about the size they had previously rather than what fits their current needs based on their belongings. Therefore, it’s essential to be careful and thorough in your questioning.

Listen More Than You Talk

I wish I could learn this lesson sometimes: I have a tendency to talk too much, and by the end of the day, I don’t even want to talk at all. It’s important not to rush to the next topic and to let the customer finish speaking. I’ve noticed that managers often interrupt, and I think, “Wow, they missed an opportunity to truly listen to what’s going on.”

Listening for emotions is just as important as capturing the facts. It’s helpful to repeat details to the customer to show that you are engaged. Additionally, remember to take notes during calls. This will help you recall who you spoke with, the information discussed, and the interactions you had. This will help you assist the customer effectively in the future.

For example, I often look back at my notes and remember that a customer mentioned needing specific items. I can then point out that we may require a wide door to accommodate those items. It’s crucial to make customers feel heard and also collect their follow-up information so that you can reach out again.

You could say something like, “I only have one other space left in the size you were looking for, and I wanted to call you before it’s gone. Since your moving date is approaching, you might want to come in a day earlier to secure that space. I want to ensure you don’t miss out on renting it.”

Personalize the Conversation

Instead of simply offering our standard 10 x 10 unit for $189 a month, consider suggesting alternatives. If you’re storing items like furniture from a two-bedroom apartment, our 10 x 10 unit is often the best fit. It provides ample space without paying for more than you need. Personalization plays a crucial role in sales calls; you’re not just selling storage space—you’re also selling yourself. I strongly believe that having managers on-site at the storage property is essential. Customers appreciate having someone present to ensure their belongings are looked after, which fosters trust and a better overall experience.

Replace Scripted Phrases

If you’re looking to improve your communication, consider replacing overly scripted phrases like “Is there anything else I can help you with?” with alternatives such as “What other questions do you have for me?” or “Do you have any specific concerns that I haven’t addressed?” You could also say, “Let’s make sure you find the right solution for you.”

Small changes in wording can make a significant difference. When you listen to your calls, you might realize, “Wow, I could have said that better,” or “I didn’t express that as clearly as I could have.” You can’t edit what you say while you’re live with a customer, so it’s important to get it right the first time. This can be frustrating, as you have to react in real time without the opportunity to easily revise your words.

Offer Information to Make the Move Easier

The entire process of moving can be really stressful. One helpful idea is to provide customers with a moving checklist or tips on moving and storage. It’s also helpful to have a list of reputable movers handy, since that’s crucial for a successful transition.

I understand that some owners may hesitate to refer other companies, and I get that. However, if you know a reliable mover, sharing that information can really help your customers, especially if they ask for recommendations. You could say something like, “We usually don’t make referrals, but if it’s what you’re looking for, I can share a few movers that we’ve found to be quite good.” You can offer to get their information when they come in or ask for their email so you can send it directly. This approach not only adds value to your service but also eases the stress for your customers.

Show Empathy

Many customers experience stressful situations. For example, moving can be particularly challenging; it often brings about a lot of stress and anxiety. Divorce is another situation that can be incredibly difficult. While downsizing may be seen as a positive step for some, it can also feel like a loss for others. I experienced this firsthand when I moved my mom from her house to an assisted living facility. Although downsizing was intended to be beneficial, it turned out to be a difficult transition.

It’s essential to show empathy in these situations. Asking if there is a specific reason for someone’s downsizing can open up the conversation, and often they will share their feelings. Military relocations also come with their challenges, as service members frequently move. When I meet a service person, I make it a point to express my gratitude for their service.

Family emergencies and home remodeling projects can also prompt stressful moves. Acknowledging these challenges with phrases like “I’ve been there too” or “Moving is no fun” can resonate with your clients. It’s important to let them know that you are there to help and that together you can find the best options.

If you notice stress and frustration in someone’s voice or demeanor, your calmness can make a significant difference in their experience. Being supportive and understanding during these moments can greatly alleviate their anxiety.

Keep the Conversation Moving

Even though you’re already having a conversation, it’s important to ensure that you fully understand the customer’s needs. Make sure to recommend the right unit size, ideally suggesting one that is slightly smaller, while also explaining the benefits of that choice. Customers need to know about the security, convenience, and potential cost savings, and how these will benefit them.

Additionally, remember to invite them to visit the facility. If you don’t extend that invitation, you’re missing a significant opportunity that competitors may not offer. Many people provide basic information without asking, “Would you like to come see it?” Express your enthusiasm by saying, “I’d love to have you come look at it, so you can choose which unit you like best.”

When you ask for the rental, be friendly and approachable. This approach fosters interaction with the customer, which is ultimately what we’re aiming for.

Get the Customer to Commit

You want to approach this process step by step, but when would you like to visit? I can reserve that unit for you today if you’d like. Would tomorrow work for your visit? Let’s get your move-in scheduled. These are great examples of how to interact and encourage the customer to commit.

Helping in a Genuine Way

The best self-storage sales calls don’t actually sound like sales calls. They come from a genuine desire to help, just like you would for a friend, and that makes all the difference. When you’re working and answering the phone, remember that this sales call is nothing to worry about. Use the genuine care you have for people to interact with them and help solve their storage needs. This approach makes it much easier.

Accompanying Video: “Beyond the Sales Script”