By Graci Woodworth, Storage.com
Converting a self storage inquiry call to a sale may seem as simple as answering the phone with good intentions, yet the hangups and “no thank yous” have proven otherwise time after time. Just as no business model is one-size-fits-all, not every customer inquiry has the potential of becoming a sale. However, some missed opportunities may be stemming from the sales process itself if the communication isn’t all that it should be.
Keep a few of these tips in mind to make the most of each call and increase conversions for your storage facility.
1. Develop a System for Directing Conversation
Establish structures for conversation (or even cheat sheets) that will guide you through a variety of scenarios. Being prepared and organized means providing concise answers with supporting details. This builds credibility with the customer, which means they’re more likely to trust and invest in the storage services you’re selling. Who wants to give their money to someone they don’t trust?
“When a manager or agent answers the phone, they need to know what they want as the outcome,” explains Randy Weissman, President of Self Storage Consultants, LLC. “Where are they headed? What constitutes a successful call? It’s no different than driving a car. Do you get behind the wheel and just drive until you run out of gas? Or do you know where you’re going and have a plan on how to get there?”
Surprisingly, it’s very easy for a customer to differentiate when they’re being responded to versus when they’re being helped. Make it a point to have a goal and plan of action to be carried out during each phone call.
2. Listen to the Customer
The transparency of this tip is often what makes it so easy to overlook. What is the customer really saying? More importantly, does your storage facility have the means to solve their problem or lead them to a solution? Be cooperative and considerate. After all, if they didn’t need your assistance, they wouldn’t have called in the first place.
“When it comes to offering storage solutions, be sure to present any specials or promotions first and let fees or monthly prices follow,” says Angie Flaherty, Call Center Operations Manager of Storage.com. “Figure out the details about what the customer is storing to ensure you quote the correct size and unit with appropriate amenities. Sound enthusiastic and smile so that it comes through to the customer.”
If the call doesn’t result in a sale right away, don’t chalk it up as a total loss. The customer is more likely to keep the lines of communication open or even recommend services to others if they felt that they were heard and had a positive interaction.
3. Follow Up Accordingly
Determining whether or not to follow up with a customer can be tricky, but as mentioned previously, they reached out to you first. Unless the customer lets you know one way or another, there’s no harm in touching base with their request. If the units that suit their needs are filling up fast, give them a status update. This sense of urgency may be exactly what they need to secure a unit with your facility over another.
Even if a storage unit is no longer of interest to the customer, showing that you made note of their unique request not only reflects well on your work as an employee, but also on the facility and its operations as a whole. The same concept goes for following up with recent sales and current tenants. Your business is different in that it doesn’t make them just another name on the list.
Remember: A happy customer tells a friend, but an unhappy customer tells the world.
