Time for a Tune-Up of Your In-Person Sales Skills

When we talk about selling in self-storage, I think about the horsepower we put into it. The effort we show, the interest we show in our customers, and the energy we bring to the conversation really make a difference. You don’t need the newest property or the lowest prices to succeed. But you do need managers who are excited about what they do, who care about their customers, and who know how to sell. I think we sometimes get so caught up in the day-to-day operations of running a storage property that we forget how important those basic selling skills really are. So let’s give those skills a little tune-up!

Start Your Engines With a Friendly Greeting

Every customer interaction should start with a friendly greeting. Not something bland or robotic. You want some excitement in your voice! When a customer walks into your office, acknowledge them immediately. Even if you’re helping another customer, you can say, “Good morning! I’ll be with you in just a minute.” If you’re on the telephone, make eye contact or motion to the customer so they know you’ve seen them. You don’t have to interrupt your conversation, but you do need to acknowledge that someone is standing there.

I’ve been in training situations where a customer walked into the office and the manager never even looked up. Not a word! The customer kept getting closer and closer to the counter, and I finally turned around and said, “Just a minute, we’ll be right with you.” The manager looked up and said, “Oh, I didn’t see you there.” Really? There’s a bell on the door!

Ask Inquiring Questions!

I’ve listened to thousands of in-person mystery shops over the years, and I can tell you that some managers just have a natural flow when talking with customers. They’re friendly, they’re interested, and they sound like they actually care. That’s what I want to hear! When you ask a customer questions, their answers should guide the conversation. Maybe they’ve never rented storage before. Maybe they’re moving across the country. Or maybe they’re dealing with something difficult in their personal life. During COVID, we heard a lot of customers say things like, “My mom and dad passed away,” or “My grandmother passed away, and I need somewhere to put her things.” That’s when you stop and say, “I’m sorry to hear that. Let me see if we can help you.” Have some empathy!

I always tell managers to act as if they care. But really, I don’t even want you to act like it. I want you to care! That’s why I like hiring nice people. You can teach somebody the software, but natural friendliness and concern for customers matter. Your tone of voice, eye contact, and enthusiasm make an impression before you even start talking about storage. And don’t forget, customers who already rent from you may stop by just to shoot the bull with the manager. I have no problem with that! But when a prospective customer walks through the door, you need to acknowledge them and help them.

Follow the Steps of Selling and Stay in Control

Whether a customer calls or walks into your office, I still believe in following the basic steps of selling. Start with a friendly greeting, ask qualifying questions to understand what the customer needs, advise them on available spaces, invite them to rent or reserve, and close the conversation professionally. When someone walks into the office, you have the additional opportunity to take them out and actually show them the property.

One thing I see managers forget is asking for the rental! I’ve been on tours where the manager showed me a space and the conversation stalled. We walked all the way back to the office, and they never asked whether I wanted to rent it. Nothing! Sometimes I think they’re already thinking about what they need to do next in the office. But you have to ask for the rental. Something as simple as, “Would you like to go ahead and take that space?” can make all the difference.

A Checklist Goes a Long Way

One thing I always recommend is keeping a sales checklist. Make sure you get the customer’s name and telephone number, even if they don’t rent that day. That applies whether they call you or walk into the property. If you’re getting low on a particular size, you might say, “We’re getting down to just one of those spaces. Would you like me to give you a call if it looks like we’re going to run out?” Now you’ve got a reason to follow up!

You want to stay in control of the sales process, but you also want to be friendly and helpful. Give customers enough information that they’ll want to come back and rent from you. And please, don’t judge a customer by how they’re dressed! I’ve had people walk into a property on moving day looking pretty rough, and the manager wondered whether we should rent to them. Turns out, one of those customers was the CEO of a major company! You just never know who is walking through your door.

Show the Space and Make the Tour Count

I cannot stress this enough. Show the customer the space! When I audit a property, one of the things I look at is the number of transfers. If there are a lot of transfers from one unit size to another, it can tell me that managers aren’t showing the spaces. A customer might think a 10×10 sounds perfect until they arrive with a 24-foot U-Haul. Of course, not everything is going to fit! When you show customers the actual space, they can visualize what they’re storing. They may decide they need something bigger, something smaller, or a different location on the property. Give them options. Some customers love drive-up spaces because they’re convenient. Other customers prefer interior hallway spaces because they don’t want their Christmas decorations and other belongings exposed to as much dirt and dust. It’s the customer’s preference, not yours.

And make sure those spaces are ready to show! There’s nothing worse than taking a customer out to see a storage space, opening the door, and finding dirt, dust, or dead bugs all over the floor. Believe me, I’ve seen it! I remember opening one space that had so many dead crickets or grasshoppers on the floor that you could barely see the concrete. That’s not what you want a prospective customer to see! I like having the maintenance person go through the vacancies in the morning and identify which spaces are clean and ready to rent. Highlight those spaces on your vacancy report. If you have many vacancies, pick several of each size in different areas of the property and make sure they’re ready to show. That way, your manager knows exactly which spaces are clean and ready for a customer. It’s a simple system, but it works.

Don’t Just Show a Unit – Build Rapport

When you’re taking a customer on a tour, don’t just walk out to the space, open the door, and stand there. Talk to them! I remember touring with a gentleman who had really long legs. I was wearing high heels, and I was practically running to keep up with him! He got to the space way ahead of me, opened the door, and stood there with his arms crossed, waiting for me. It was almost like, “Hurry up, lady!” He didn’t talk to me. He didn’t interact with me. He didn’t tell me anything about the property.

Turns out, he was the maintenance guy. And that’s fine! Maintenance people have an important job. But if somebody doesn’t have the customer service and sales skills to conduct a tour, don’t put them in that position without training. A tour is an opportunity to sell, and you should be using that time to build a relationship with the customer.

Sell the Benefits and Help Customers Make the Right Decision

A feature is something your property has. A benefit is what that feature does for the customer. For example, you might have drive-up spaces, air-conditioned units, electronic gates, or individual access codes. Those are features. But what do they mean to the customer? A drive-up space means they don’t have to carry heavy furniture down a hallway. Air conditioning may help protect temperature-sensitive belongings. An electronic gate and individual access code can help control access to the property. Those are the benefits customers want to understand. When you’re showing a space, talk about these things. Explain how the property works, how they access their unit, and what makes renting from you convenient. Don’t just assume they already know.

Don’t forget other things you offer that can save them time or money. I’ve had several properties with free move-in trucks. I think they’re a great benefit, and they’re also wonderful advertising because that truck drives all over town with your property’s name and phone number on it! Even the boxes you sell can join the conversation. The moving boxes we sell in self-storage are made for moving and stacking. Customers may not realize that. Whatever you offer that makes moving easier, talk about it!

But don’t oversell the customer. I’ve opened spaces for auctions and thought, “You know what? All this stuff could have fit into a space half this size.” And maybe, if that customer had rented the smaller space at a lower price, they could have kept up with their payments. You don’t know, but it’s worth thinking about. Ask customers whether they’re planning to stack their belongings, what they’re storing, and how often they’ll need access. Help them figure out the right size instead of automatically pushing them into something bigger.

Keep Your Sales Process Moving and Ask for the Rental

I know how crazy a self-storage office can get. I remember opening a storage property near a university, and we were renting so many spaces that the line was practically out the door. We did 42 rentals in one day! At the end of that day, I literally leaned against the wall and slid to the floor. I was exhausted! When things get that busy, you have to figure out how to manage.

I call it triage. Maybe you’ve got three people waiting to rent, but another customer just needs help with an access code. Handle that quick issue and get that customer on their way. Then focus on the rentals. And managers need to know their software! I’ve watched some managers take 45 minutes to complete a rental. You just can’t do that when you’ve got people waiting. Have your paperwork ready, know your rental process, and make it easy for the customer.

If someone is moving on Saturday and they’re in your office on Thursday, why not complete the rental today? You can explain that taking care of everything now means they won’t have to worry about paperwork on moving day. You can show them where the space is, how to operate the latch, how the locks work, and how to get through the gate. Then when Saturday comes, they’re ready to go! Depending on your company’s policies and software, you might be able to arrange a future start date or another approved option. The important thing is to make the process easy. And don’t forget to ask! “Would you like to go ahead and get this taken care of today?” That’s a simple question that can turn a prospect into a customer.

Don’t Forget to Sell a Secure Lock

I always recommend selling high-security locks from reputable self-storage vendors. I learned this lesson years ago when a customer came into the office and told us that his key opened a storage space, but the belongings inside weren’t his. Well, that’s a problem! We went out to investigate, and sure enough, his key opened another customer’s lock. I started checking, and I think we found 16 or 19 spaces that could be opened with those keys. This was a property with about 2,000 spaces, and there weren’t enough different key combinations. I contacted Chateau, our lock vendor, and they helped correct the problem. That’s why I think it’s so important to understand the locks you’re selling, especially at a large property. Security is part of the customer experience, and customers are trusting you with their belongings.

An Older Property Can Still Win the Race

I like to compare the customer experience to cars. Think about the difference between driving a little inexpensive car and driving a beautiful BMW. They’re both going to get you where you’re going, but the experience can be completely different. That’s what I want managers to understand. You don’t need the fanciest property in town to deliver an outstanding customer experience. I’ve had brand-new properties compete with older stores, and the older property got more rentals than we did! I remember one situation where the older store got about 15 rentals, and we got five. Our prices were higher, which certainly made a difference.

But I also discovered that our manager didn’t really like answering the telephone. And I’m thinking, “Geez, how did I hire somebody who doesn’t like answering the phone?” That taught me something about interviewing managers! But the point is, an older property that’s clean, well-maintained, and staffed with friendly people can absolutely compete. Get excited about your property and pass that excitement along to your customers.

Managers Who Take Pride in the Property Make a Difference

Customer service doesn’t stop when the rental is completed. Keep your property clean, keep the office organized, and make sure the bathrooms look good. I have an entire webinar on bathrooms, and I think it’s one of my most popular ones! Here’s something I’ve learned over the years: the cleaner you keep your bathrooms, the cleaner your customers tend to keep them. I really believe that. When a property looks well-maintained, customers are more likely to respect it.

And don’t forget to be personable. Talk to your customers. Shoot the bull with them once in a while. If they take a few extra pieces of candy from the office, don’t hide the candy! I like that personal touch. I know the industry is moving toward more automation and fewer on-site managers, but I still believe managers make a difference. Especially at large properties with hundreds of spaces, I think a good manager can help rent up a property much faster. Customers like knowing there’s somebody there who can help them.

Self-Storage Sales Training Doesn’t Stop After the Classroom

Years ago, someone came in to evaluate our training program. He told me, “You’ve got a great training program, but you don’t follow up on anything.” And he was right! We spent four days teaching salesmanship, but what were we doing afterward to make sure managers improved? How did we know whether they were actually using those skills with customers? That’s why I started SkilCheck. I thought, you know what? That’s a great idea. We should be mystery shopping people! You can train somebody all day, but if you never follow up and evaluate their performance, how do you know whether the training is working?

That’s where mystery shopping comes in. An independent evaluation gives you feedback on what your managers do well and where they need improvement.

Some of the evaluation is objective.
☑️ Did the manager ask the right questions?
☑️ Was the price explained?
☑️ Was a tour offered?
☑️ Did they ask for the rental?

Other parts are more subjective:
☑️ Was the manager friendly?
☑️ Were they helpful?
☑️ Did they sound interested?
☑️ How did the manager make the customer feel?

I think you need a balance of both. And managers need to read their evaluations! Use that feedback to get better. If you’re a manager with an assistant, work with that person too. Get your team motivated. Better selling skills can mean more rentals, happier customers, and better property profitability. And remember, one bad customer experience can turn into a bad online review that’s awfully hard to get rid of.

Rev Up Your Engines and Enjoy the Ride!

I’ve been in the self-storage business a long time, and I’m thankful every day that I’m part of this industry. I love the business, the people in it, and the people I work with. And I really believe that if you’re going to spend your days doing something, you ought to enjoy it! Sure, some days are hard. Believe me, I know that. But if you come into work with a little enthusiasm, treat your customers well, keep your property looking good, and keep working on your selling skills, you’ll make a difference.

So rev up those engines! Give your self-storage sales skills a tune-up, get excited about what you do, and remember that every customer who walks through your door is a chance to show them how good you are.

Accompanying YouTube Video: Time for a Tune-Up | On-Site Selling Skills for Self-Storage