Presenting the Correct Image in Self Storage

The late 20th Century saw meeting the requirements of the consumer being the most important factor in developing a successful business. The first decade of the 21st Century has seen this principle being accentuated. Self storage has been no exception to this rule. Customer expectation has grown and now the way a self storage business treats the customer is a key component of its success.

The first phase of interaction with the customer is during the marketing cycle. In the past, self storage businesses relied upon yellow pages and signage to generate interest from potential customers. Today the Internet has bought a new dynamic to the way in which customers present themselves. Gone are the days when the Internet was just an extension of the company’s brochure. It is now the way a potential customer will judge the efficiency and service provided by the company. The whole presentation needs to educate and then entice the customer into storing with that business.

A key debate in presenting information to the customer on the internet is the way in which a storage business explains the space for rent and at what price. The concept of space is very difficult to explain to customers and therefore it is difficult to relate price to space. Many self storage companies resist announcing prices on their websites and tend to address this issue by encouraging customers to telephone. There is very little evidence as to what is the more successful strategy although the consumer will increasingly demand prices to be displayed over the internet.

Once a customer has made physical contact with a company either on the telephone, in person or by email the following interaction is critical in closing the sale, and the customer taking the space. Each self storage business will have defined how this process is monitored and managed, and will be key to the business’ success.

The next phase is once the customer visits the centre and starts to move in. By this time, the deal with that customer is closed however, referrals in self storage is becoming increasingly important. The reputation of a centre is built up over time and the business is very much influenced by local reputation. Members of staff in the branch need to have a good process for booking in customers, and be looking to sell further products such as insurance and merchandise. It is very much the same as a reception at a hotel, the way in which you are treated helps you form an opinion of that business; a good experience is key to the future success.

In the centre itself it is the attention to detail which is vital. The floors need to be clean and regularly painted. The loading bay needs to be regularly cleaned. Customers should be educated on the do’s and do not’s in the centre. Posters and background music help making the whole environment less stark. Storage centre employees who are helpful and look to meet customer demands are critical in building the reputation of the branch.

Self storage, as an industry, is increasing in competitiveness every year and to win you need to present the right image from first contact through to when a customer leaves. It takes years to build a reputation and minutes to wreck it.

Tweet This Post 

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

View admin's Profile      Subscribe via RSS