Improving Your Sales Message in Self-Storage

Practice, Practice, Practice those Sales Skills!

We’re going to discuss a variety of topics to help you become better at what you do. Improvement comes from continuous practice, and one of the first things to remember is that you are the only person who can change yourself. While others can influence and assist you in your growth, the drive to change must come from within.

It’s crucial to recognize that this aspect of your self-storage job is the most important. When it comes to job duties, you need to remember that even though you’re managing many customers at your facility, you also must consider that every time the phone rings, it represents an expense. In the past, it was less costly to generate leads, but as competition has increased, costs have risen. The more competitors there are, the tougher it becomes, especially in an oversaturated market. You cannot afford to be off your game at all.

It’s Not Always About Price

When responding to inquiries, you should avoid simply providing the price. Even if your rate is only a dollar higher than the competition, take the time to explain why. This is your chance to highlight the unique aspects of your facility. During a phone call, customers cannot see your store, so you must effectively describe its features and benefits and explain why you stand out from your competitors. Price is just one factor people consider when looking for storage. However, it isn’t always the most important. Aspects such as location, operational hours, and overall customer experience play significant roles in their decision-making.

Quality and Tone of Voice Matter

As a parent of younger children, I’ve noticed that I can tell what’s going on with them just by the tone of their voices on the phone. If you have good voice quality, that’s a great advantage; however, it’s definitely possible to improve it over time.

Tonality is one of the first elements to consider, along with the quality of your voice and how you convey ideas, emotions, and meaning to your listeners. Remember, it’s essential to breathe deeply from your diaphragm rather than taking shallow breaths from your upper chest. This technique can make a significant difference. Your voice can express empathy and show that you care about what your listeners are saying. They can pick up on whether you are hurried or engaged based on your tone. These subtle cues can either make or break a sale. Remember to breathe deeply from your diaphragm to produce a more robust sound and maintain control during your presentations. Sometimes, when you’re feeling ill or choked up, even the simplest presentations can be affected, and you will notice it.

Your Tone Says a Lot

If you’re looking to improve your sales techniques, you need to focus on developing a clear and professional-sounding voice. This is essential for effective self-storage sales. One way to monitor your progress is by listening to recordings of yourself. Evaluate aspects such as your volume—are you too loud or too soft? Consider the quality of your voice as well: Is it weak, breathy, or raspy? All these factors can influence how customers perceive you and interact with you. For instance, when I’m sick, my voice changes, and people can immediately tell something is off. You eventually get to know your colleagues well enough to recognize when they’re feeling down or frustrated, simply by the tone of their voice.

Don’t Forget to Listen and Slow Down

Similarly, pay attention to your customers’ voices; their tone can provide valuable insights. If you notice that a customer is older or struggling, it’s helpful to slow down your speech. They may need additional time to write down the information you’re providing, such as details about pricing.

I recently listened to a call from one of our mystery shopping sessions. The call was good overall, but the pace was so fast that I couldn’t write down everything being said; I likely missed about half of it. If this happens, it becomes difficult for the customer to get the information they need. If you notice that a customer seems to be taking notes, you might ask them if they need you to slow down. This way, you can ensure that they have the time to absorb the information you’re sharing.

Warm Up is Important

When working on your voice, it’s essential to pay attention to both volume and quality, as these factors are crucial for an effective sales presentation. To keep your vocal cords active, start your day with something that warms them up, like tea or coffee. Before you begin answering the phone or interacting with clients, take a moment to talk a little or even sing, if that’s something you enjoy. The goal is to get your vocal cords moving in the morning.

Posture…Posture…Posture

Posture is also vital, especially when answering the phone. It’s important not to lean back too far or hunch over, as this can restrict your diaphragm and hinder your ability to speak clearly. Sitting up straight is key. If your chair has a back, ensure you sit upright rather than leaning back, which can make it tempting to slouch or even fall asleep.

Even if you’re standing while answering the phone, maintain good posture. Keep your head level, shoulders back, abdomen pulled in, and hands relaxed at your sides. Avoid locking your knees, and wearing supportive footwear is always a wise choice. Overall, maintaining good posture not only helps with your speaking but is beneficial in various situations, including phone conversations.

Sometimes You Need to Slow Down

Another key point is to speak slowly. It’s worth noting that speaking styles can vary regionally. For example, people on the East Coast, particularly New Yorkers, tend to speak more quickly than those from Texas or the Midwest. When you’re on the phone, it’s beneficial to slow down. This gives the customer time to process what you’re saying and to jot down important information. I often find that when I listen to fast talkers, I struggle to keep up and end up with little written down, which is not effective.

During your presentation, practice writing down what you are saying to help reinforce your memory. Additionally, remember to vary your tone and pace, especially when discussing features and benefits. You want to slow down during this part, as it is the most critical aspect of the sales presentation. If a customer is only focused on price and your offering is higher than your competitors, it’s crucial to take control of the conversation with your voice—this makes a significant difference in your sales technique.

Listen to Yourself

To improve, listen to your mystery shop recordings. If you don’t have those, many phone systems allow you to record calls. You can also use your cellphone to listen to your side of the conversation. While you may not need to capture everything the customer says, listening to yourself can provide valuable feedback. Consider having an colleague listen to your calls for additional insights.

If you’re not busy in the office, it’s important to practice. This will help you enhance your vocal techniques, so remember to keep an eye on your tone and pitch, as the tone of your voice has a significant impact on your communication.

When I call my kids, I can often tell something is wrong just by their tone of voice. They know from my tone that I might be in a hurry or that there’s something off. The pitch and tone of our voices convey a lot, and the same applies to our customers. The more intuitive and in tune you are with listening to tone and inflection, the more effective your self-storage sales presentations will be.

Pay Attention to the Customer’s Needs

You need to listen carefully to the customer’s opening question. This initial inquiry can reveal a lot about their state of mind—whether they are just checking prices or if they are in urgent need due to personal circumstances. For example, I once had a call from a daughter whose parents had passed away. She was in distress, saying, “I just lost my mom and dad, and now I have to figure out what to do with their belongings and their house.

It’s essential to use pauses effectively when empathizing with customers during difficult conversations. Taking a moment to say, “I’m so sorry that happened” can be powerful. After expressing empathy, you can then share how you can assist them with their needs, including the features and services available for handling their parents’ belongings. Additionally, be mindful of your volume, as it can affect how your message is received.

Make Your ‘Special’ SOUND Special!

Some people tend to speak very loudly all the time. If you pay attention to your volume, it can help improve some of the issues you’re having, especially with your vocal technique. For example, if you’re offering a special, your voice should convey that the special is truly special. I usually lower my voice a bit for such occasions, and you might consider doing the same.

One technique I want to emphasize is that, often when I’m listening to sales calls, I notice managers tend to suggest the size they believe the customer needs along with one size larger. However, I believe if customers think they can fit their belongings into a 10 x 10 unit (about the size of a normal bedroom), we should instead offer them the smaller size, such as a 5 x 10 or a 5 x 15.

If your competitors are offering both the 10 x 10 and the 5 x 10, and they only focus on the price, you risk pricing yourself out of the market simply by not offering a lower-priced option. This can be tricky, but it’s important to remember: you’re not deceiving the customer; you’re actually helping them save money by providing options they might not consider.

Be Engaging!

The bottom line here is your voice. You want to be engaging and interested in what the customer has to say. When you’re discussing your offerings, it’s important to realize that you are in control of each call. Yes, the customer is present, but you need to be engaging and interesting; otherwise, the conversation could fall apart, and the results may not meet your expectations.

Sometimes, if you start by discussing price, the conversation can quickly become focused solely on that—leading to a quick end without further engagement. It’s like fishing: when you cast your line and something is nibbling on it, that’s the customer calling. But when you feel that nibble and you pull back on your rod to set the hook, that’s you being engaging.

Even if you’re not a fisherman, the concept is the same—if you’re genuinely interested in what you’re sharing with the customer and sound like you care, it will make a significant difference in whether you secure that sale or lose it to a competitor.

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