Do You Have a Lazy Ear?

When it comes to selling and having great customer service, listening to and interacting with your customers thoughtfully is crucial, rather than just reading from a script. This is a big part of what SkilCheck evaluates with our telephone mystery shops. Engaging the prospective customer in conversation is vital, whether they call or walk through the door.

This aspect of your job may sometimes feel odd—after all, we’re discussing some unconventional topics—but self-storage managers need excellent communication skills. It’s essential to enjoy talking to people; if you do not like to converse over the phone, this job may not fit you. I hope you enjoy it, which makes this position much more enjoyable. Yes, you’ll end up talking about quirky and sometimes strange topics with customers, but over time, you’ll get used to it. It’s a natural part of the role; I also see it as a form of counseling.

Often, customers come in and appreciate the chance to talk with the managers. That’s why I prefer to hire individuals who are great conversationalists—it truly makes a difference. When a customer calls in with a question, it’s crucial to provide them with the necessary information and be empathetic and human. Offer them great customer service right out of the gate!

Show Empathy with Your Customer Service!

I recently heard a story about a call center interaction that stood out. A man called in, and he was pretty emotional as he spoke. He shared that both of his parents had passed away due to COVID-19. He and his sisters had sold their parents’ house but needed storage for their furniture and belongings. They were unsure of what to do with everything.

The agent on the call responded by suggesting one of their largest storage spaces, which was a practical solution. However, I would have taken a moment to express compassion. I would say, “I’m so sorry to hear about your mom and dad. I can’t imagine how difficult that must be for you, especially losing them during such a challenging time. Let me see how I can help you with your parents’ belongings and make this process easier.”

It’s crucial to communicate with customers empathetically and not ignore their pain or concerns. Acknowledging their humanity is essential. These moments should be approached with kindness and care.

Use These Teachable Moments

I saw this as a coaching opportunity when working with new agents at a call center. I focused on helping them learn to empathize with customers and truly listen to their state of mind before launching into explanations about storage options. It’s crucial to pay attention to tone of voice and pacing; speaking too quickly can be overwhelming.

I emphasized the importance of addressing the customer’s unique challenges. For example, I once spoke with a gentleman whose son was going to prison. He shared that he had to clear out his son’s apartment, which was a heavy burden for him. I acknowledged his situation by saying, “That must be incredibly difficult for you.” I then guided him through the process, asking questions about the items he needed to store and assuring him we’d find a suitable solution.

Engaging the customer through thoughtful questions and helpful statements tailored to their issues is key. It’s all about being present and supportive during their time of need.

Price Sensitive Customers

If you want to communicate with potential customers effectively and offer great customer service, it’s essential to subtly take control of the conversation. One of the questions that often proves challenging is when someone asks about the price of a 10 by 10 storage unit. Many people believe the price is the only determining factor because they’re contacting multiple facilities—usually five or more—looking for the same type of unit. However, it’s important to emphasize that not all self-storage facilities offer the same product.

For instance, the condition and features can vary significantly even if multiple places have a 10 by 10 unit available. I have a new storage property opening in Scottsdale that features climate-controlled units, which are attractive due to their superior conditions. On the other hand, an older property may offer drive-up access, which is appealing to many customers. They appreciate the convenience of driving up to their unit and quickly unloading. However, drive-up units may not always maintain the same freshness and cleanliness as climate-controlled spaces.

Don’t Forget the Features & Benefits

When a customer asks about availability, such as whether you have five by 10 units, remember that they might merely compare prices. Still, the decision isn’t always solely based on cost; it also involves other features that differentiate your facility from competitors. For those with drive-up units, convenience plays a significant role. Some customers prefer the straightforward access they provide, even if it means sacrificing features like climate control.

Regardless of the type of units you offer, it’s essential to highlight the benefits associated with each. If a potential customer inquires about pricing, consider deflecting the question initially. You might say, “Let me check the system for availability,” which gives you time to share information about your facility. While looking up their request, you can inform them that a 10 by 10 unit is roughly the size of most bedrooms and ask if that would meet their needs.

If the customer seems surprised by the price you provide, quickly respond with an alternative: “If you maximize the height of your storage unit, you might find that a five by 15 unit could be a more cost-effective option at just [insert price] per month.” This way, you offer a cheaper solution that might encourage them to stay with your facility rather than seek another option.

Listening Is a Critical Sales & Great Customer Service Skill

It’s important to truly listen to what customers are saying and resist the temptation to interrupt, especially since some individuals, particularly older ones, tend to be longer-winded. They may want more information or take longer to express themselves. Don’t just focus on their words; pay attention to the underlying meaning, as it can make a significant difference. Customers are expecting more and more great customer service these days as it becomes more frustrating to try to find assistance by the minute.

I find it helpful to take notes on paper, which allows me to remember what they said. Additionally, asking clarifying questions is essential so you know exactly what the customer needs. For instance, when they come in, I plan to show them two different units because one of these options will work for them. Depending on whether they want to maximize storage space to the ceiling or prefer a little more room to move around, I can tailor my recommendations accordingly.

Be cautious about making assumptions. Sometimes, customers inquire mainly about the price, and it might seem like they are just price-sensitive. However, that doesn’t necessarily mean they won’t consider a higher-priced option if you explain why it offers more value

Remember the Empathy

When customers share something sad or complex, it’s important to respond appropriately. For instance, if they mention a situation regarding their family, like a parent’s illness or a child going to prison, acknowledging their feelings is crucial. Saying something like, “I’m so sorry to hear that. It must be difficult for you and your family,” shows empathy and understanding.

Listen for ways you can assist customers not only with their emotional needs but also with their storage requirements. You don’t have to be their counselor, but you can be their storage advisor, helping them navigate their storage solutions and offering great customer service at the same time.

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