Customer Objections to Self-Storage

Objections are opportunities to make a sale. I’ve trained numerous people who often worry about objections, such as a customer saying, “That’s too expensive,” or expressing other concerns. However, it’s important to remember that customers communicate their interest in your product when they raise objections. So, don’t let customer objections to self-storage impede your sales process!

An objection can be defined as anything a prospect says or does that acts as an obstacle to closing the sale. Instead of viewing these objections as insurmountable barriers, see them as chances to engage with the customer.

In a sales call, our primary objectives are to either reserve a space for the customer or encourage them to visit the store. Keep in mind that many people prefer making reservations because it ensures that what they want will be available for them.

For example, a new theater in our area allows customers to reserve their seats online. I enjoy choosing my seat in advance, and sometimes I even select a different showtime based on availability or my preferred seating. People are increasingly becoming accustomed to having options reserved for them to avoid any hassle or disappointment upon arrival.

So, during your phone call, focus on reserving a space or getting them to visit the store so you can showcase the options available to them.

Common Customer Objections to Self-Storage

I frequently encounter several common customer objections to using self-storage, and I’ve outlined some of them here:

• First and foremost is often the issue of price. In my experience, I tend to be a leader in the market with some of the highest prices, particularly because I maintain very nice stores. While I have had some locations that aren’t as appealing, I generally strive to keep my prices high and competitive with larger companies.
• Another common concern involves pests, such as rodents and cockroaches. These are serious problems in self-storage facilities, and a potential customer may have encountered these issues at a previous location.
• Accessibility is also a significant factor. If someone needs to navigate stairs to move in their couch or other large items, the transition can be much more challenging.
• Security is another key concern. If a customer’s previous storage facility had poor security, they would likely be wary of where they store their belongings.
• Additionally, people are often anxious about finding the right size unit available on the day they need it. Location plays a major role, too; some customers prefer drive-up units, while others prefer indoor units that might be climate-controlled. The layout of the facility can also influence decisions. I tend to avoid referring to units on upper floors as “upstairs,” particularly if an elevator is available. I do this to ensure customers don’t feel they need to physically go up a flight of stairs, which might deter them. However, less conventional locations can offer more affordable options, even when considering these common self-storage objections.

Customer Objections Are Buying Signals

Objections from the customer indicate that they are interested in your product or service. When customers ask questions, it shows their level of interest. So, don’t be afraid of those questions—even if they make you feel uncomfortable. Instead, view them as opportunities that can lead to a sale.

Objections are an integral part of the sales call. If a customer doesn’t voice any objections or ask questions, it often suggests they may not be inclined to buy from you or visit you. Therefore, consider objections and questions as positive indicators of engagement.

If a customer expresses concern about needing insurance, you can respond by saying that most storage facilities do require either proof of insurance or the option to purchase it from you. Handle these inquiries calmly and without nervousness; avoiding the customer’s questions can be detrimental.

Each objection is a perfect opportunity to further explain your offerings and potentially close the sale. Your goal should be to address these objections effectively so that you can encourage the customer to reserve a service or schedule a visit.

Listen carefully to the customer’s complete question. For example, they may ask, “Have you ever had any break-ins?” It’s important not to interrupt them with responses like, “Oh gosh, no, we’ve never had any.” This kind of interruption can lead to further objections. If you dismiss their concerns without listening, they might end the call, thinking, “Okay, they aren’t even listening to what I have to say.”

Listen Up – Your Customers Have Concerns!

Utilizing active listening skills is essential for acknowledging the customer’s concerns. There are both right and wrong ways to approach this situation. You don’t want to exaggerate or say something like, “Oh gosh, we’ve never had a problem with rodents,” because people might bring those in with their boxes. We can’t predict if we will ever encounter such an issue. At the same time, you don’t want to avoid the question. Acknowledge their concerns by stating that it is vital for you to maintain pest control. You could mention that you have regular monthly pest control, and if they want extra protection, you can offer additional measures like placing bait.

Always maintain a positive attitude. If a customer asks about break-ins, you might say, “Yes, we have had some incidents over the years, but they usually involved someone who had given their friend a key or knew that someone else was storing something there.” Be mindful of your tone and be honest when discussing what you do to prevent such issues. Suggest preventive measures, such as not giving anyone else a key and ensuring they have a high-quality lock. Inform them that you offer excellent storage locks that are difficult to tamper with and cannot be easily removed with bolt cutters, which would help them feel more secure.

Finally, remember to practice both your selling techniques and your ability to listen effectively.

Make Yourself a Cheat-Sheet

If you have specific customer objections to self-storage or concerns about your store, write them down. Then, come up with common responses to address those objections or questions that customers may have. For example, if your store has stairs, think about how to handle that concern. If you have a lift instead of an elevator, remember that customers must place their goods in the lift and walk up the stairs. It can be challenging to overcome that hurdle.  I typically don’t explain the logistics of this process until customers arrive. They are often pleasantly surprised once they see how easy it is to get their items to the top. When preparing to sell your products, practice addressing the specific self-storage objections that you will encounter in your store.

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