Don’t Overlook Your Biggest Asset

What is the most important thing when considering renting or purchasing a building for your business? Location, location, location, location, and then location. Location is a large factor and affects everything else surrounding the sale of your building. Location affects the price; a 1200 sq. ft. home in Hannibal, Missouri sells at a much lower price than a 1200 sq. ft. home in Orlando, Florida. I’m not saying anything that every business owner and home owner doesn’t already know.

So why then do self storage owners and operators not completely believe me when I tell them how important it is that their facility managers get agreement on convenience of location? After evaluating self storage calls, making mystery shops, answering for our self storage call center and creating a manual on how to sell self storage, I know that a convenient location matters more than anything else does.

In our secret shopping department, the thing most often missed by self storage managers is getting agreement on the convenience of the location. It’s important not to confuse these two phrases: Do you know where I’m located? and Is this a convenient location for you?

We can never assume that the customer will put 2 and 2 together. They shouldn’t have to; we should do it for them. So asking me if I know where you are does not mean I think it’s convenient. For example, I know where Wal-Mart is but that doesn’t mean I enjoy the traffic as I’m turning left into their parking lot only to then play a huge waiting game for a semi-close parking space.

However, even a busy location can have a positive light put on it. You could say something like, We’re centrally located right off of Hwy 54, next to Taco Bell and the Ford dealer so it’s very convenient for our customers. Now, Wal-Mart seems convenient because it’s right next to other places I may go.

Every location has some spin on convenience. After all, you paid for a building and some land, but your investment is in that location. Why not make it your biggest asset when selling self storage to your customers? Here are some phrases you can use to build value in the convenience of your location:

• We are conveniently located across from (a popular landmark, restaurant, or shopping center)
• We are centrally located on 24th Ave and 42nd St, which allows easy access from all sides of town.
• We’re just off the highway to the lake, so you can get your jetski out of boat storage and be on your way.
• Is this a convenient location for you?
• What is the best location for you? Our store at 12 Main St. or 4800 Buckingham Palace Dr.?

Gaining agreement on convenience early in the call will give you leverage to overcome any objections at the close of the sale. Do customers really want to drive ten minutes out of the way to save $10? Most likely not.

Written by Sarah Little, TQA Account Executive

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Disclamer: This entry is intended to promote our partner StorageMart and some or all participants received compensation.

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