Why Follow-Up Matters in Self-Storage Sales

When it comes to self-storage sales, following up helps to build and maintain relationships with potential and existing customers. It shows that you care about their storage needs and are committed to providing value in your storage product/services.

The Benefits of Following Up With Potential Self-Storage Tenants

There are several benefits that come with regularly following up with potential self-storage tenants, including some of the following:

• Increases Conversion Rates: Many types of sales require multiple touchpoints before a deal is closed. However, in the self-storage industry, we typically don’t have more than two contacts with a customer prior to rental. In extremely competitive self-storage markets, you will need to be effectively selling and consistently following up with potential customers. If you have a superior product and you’re simply selling based on price, you will be at a disadvantage. You need to spend time explaining on the phone and in person to the customer how your product/service is superior.
• Addresses Storage Concerns: Follow-ups give you a chance to address customer concerns or objections. We suggest that you offer the price of the size you think their goods will fit in and one size smaller.  This sales technique will give a less expensive price if they pack and stack their items well.  It is common to hear managers selling on the phone giving the size they think and one size larger.  If you use this sales philosophy, you may lose customers.
• Demonstrates Value: When making a follow-up call or email, continually discuss the value of your storage product, your services/advantages, and your size availability. You may be the only storage manager that follows up!
• Improves Customer Retention and Repeat Renters: For existing customers, follow-ups can help retain them by showing ongoing support and introducing them to new products or services.  Whenever you make a capital improvement at the store, notify customers. When we make improvements to the property, we typically do a rent increase. It is much easier to justify rent increases when you’re demonstrating that you’re making improvements.

Effective Follow-Up Strategies:

While there are many resources available to help you follow up with prospects, it’s good to keep a few things in mind when it comes to strategic customer follow-ups.

• Variety of Methods: Use different methods like emails, phone calls, and sometimes social media messages to follow up. This can help in reaching the prospect through their preferred communication channel.  Be sure to ask the customer their preferred means of communication.
• Personalization: Tailor your follow-up messages to specific storage needs and interests of the prospective renter. This makes your communication more relevant and engaging.  For example, you may want to send a list of preferred movers if they ask for moving assistance.
• Timeliness: Follow up promptly after the initial contact. This shows that you are proactive and serious about helping the prospective self-storage customer. 
• Persistence: Don’t give up too soon. Many salespeople in self-storage never contact a person who has called or visited the storage property. Non-obtrusive persistence can pay off.  And it is important to ask when the customer needs to move their goods so you know their timing and your availability of the size they need. We’d suggest that if you’re 100% occupied, refer the customer to a reputable self-storage competitor. The reciprocity that we have experienced with storage competitors has been amazing.