Helping Self-Storage Customers Solve a Problem

How You Start Your Storage Inquiry Call Makes All the Difference

At SkilCheck, we believe a great sales call starts with asking good questions about the person’s situation and being prepared to help this potential self-storage customer solve a problem. For example, asking, “How can I help you with your storage? What’s going on?” can really set the service apart. Often, we’re advised to ask what someone is storing, but it’s more effective to first understand their overall situation. This approach helps identify real needs and sparks more meaningful interactions.

However, there can be challenging situations as well. For instance, some reasons for needing storage can be positive, like getting married, while others may be more difficult, such as the passing of a loved one. In those cases, it’s important to respond compassionately, saying something like, “I’m so sorry to hear that. We can make this process easier for you.” Then you can follow up by asking which items they plan to keep, which they might dispose of, or how they intend to manage the move.

Common Problems Causing Customers to Seek Storage

Some self-storage managers simply ask the caller, “What size do you need?” and that’s as far as the conversation goes.   But when asked what is causing their need for storage, we often hear that many college students move home for the summer or that someone is experiencing a personal loss, such as the death of a spouse.  Or needing to move someone into assisted living. Customers might be going through a separation or starting a remodeling project—these are the scenarios we hear about a lot. We also receive many inquiries about cars or trailers because many people live in areas where that’s relevant.

Your First Reaction to the Customer is Crucial

The initial reaction with the customer is a game-changer. It’s important because it kick-starts the sales conversation. It creates a flow and helps establish comfort, showing that you genuinely want to help with both their situation and storage needs. This approach makes interactions more personable, too.

For instance, with all the new customers and calls, don’t start with the typical “What do you need?” questions. Instead, ask, “What do you have going on?” or “Why are you seeking us out?” and invite them to share their current pain points. Interestingly, people respond well to that and often feel comfortable opening up.

During some calls, effective managers will ask, “What’s causing your need for storage?” and suddenly, the customer might say, “My roommate is awful,” and it turns into a ‘therapy’ session. Many managers overlook this opportunity. Allowing customers to express themselves can create a strong connection with just one simple question.

After listening for a moment, you can follow up with, “You’re in the right place. I’m here to help you.” It’s all about making them feel supported and understood.

Have a Conversation First, Make the Sale Second

If the conversation doesn’t start off on the right foot, it likely won’t go well. It’s important to be a person first and a salesperson second. Remember, you are helping your self-storage customers solve a problem or a situation they are going through. This way, you can better understand your customers’ needs, such as whether they require extended access hours, a rental truck, or auto pay because they’re leaving the country for a year. Additionally, maybe you can consider placing them in two storage units: one for items they will access frequently and another for items they won’t need as often. This approach might even be more cost-effective in the end.

Different Pain Points Require Different Solutions

When parents say their kids need to store their school items, it’s a great example of how storage can be useful. Often, those things get tucked away and forgotten for months. It’s best to encourage them to use the smallest storage option available because they’ll likely fill it all the way to the ceiling. Combining spaces for roommates can create additional opportunities for upselling.

In an assisted living case, you need to remind clients that while everything can fit into storage, there should be enough space left for family members who will come in to help unpack and decide what stays and what goes to the new home. It’s important to create an organized aisle for this process.

Then there are those who are moving, and in these situations, they typically have everything already organized. At that point, your role is more supportive. It’s helpful to build rapport by asking questions like, “Where are you moving to?” or “Do you have a moving truck booked yet?” Even if they know what they need, showing that you are there to assist them with their problem is valuable. After all, without your services, they might struggle with where to put their belongings.

Storage Managers Are Solving Problems on a Daily Basis

Every phone call or interaction with someone walking in requires active listening. It’s essential to understand what is causing their stress and why they need a storage unit. By doing so, you can genuinely help them and express empathy, which is crucial for building a connection, making the sale, and establishing a better rapport with customers.

Always look for individuals with the gift of gab when selecting managers. Prioritize their ability to interact with people over other skills. This job is not just about sales; it’s fundamentally about pleasing people.

Ultimately, it’s all about being kind, showing genuine interest, and not just focusing on selling storage.