World-Class Sales Tactics That Drive Self-Storage Sales

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2 World-Class Sales Tactics That Drive Self-Storage Sales Presented by Ken Crowne, Business Development Phil Murphy, President Next Door Storage/CallPotential

3 Consumers: Distracted Bad news? Shopping via Google, calling via phone We aren t exposed to 5,000 ads per day. Consumers can appreciate guidance and leadership. Leveraging the power of a mobile device

4 Why a 10-point checklist won t alienate the consumer.

5 Sales: Art or Science? I have an ACE. We don t want to sound like robots. Are we acting? Ask Robert DeNiro.

6 Pre-Planned Spontaneity Create a dialogue: Open-ended discussion gets the person talking more about HIMSELF. Do you have an idea of what s best for you? Get him talking so he spills the beans about what he wants. Tech-check: Coach to this by using recordings. Emotional Buying vs. Logical Buying

7 Loaded Lines How s it going? This is Ken. What s your name? You have an idea how long you ll need it for? You could come by before lunch on Saturday to see it and be done that afternoon. OPEN QUALIFY CLOSE Hi, can I have your name? You can use us month to month, or we apply discounts to a set term if you want that. The next step is to obtain a signature and ensure someone s lock yours or ours is is ready to secure things.

8 Themes to a Dialogue Less is more! Long- or short-term (reveals planning skills) Access situation (reveals proximity) Assumptive close: Emotional (You ll be all done with this.) Logical (Let s review the plan.) Tip: When discussing location, they visualize using you.

9 Treat Each Lead Like It s Your Last How are we capturing our leads? Doesn t matter, as long as we are. 3x5 cards, Excel, lead-management system Capture more than just contact information. Familiarity = comfort = rentals Easy is key

10 Work Each Lead Like It s Your Last How are we doing our follow-ups? Speed is key Average follow-up is eight hours, 10 minutes

11 No Robotic Scripts Rehearse! Basic phone etiquette: mix with info-grabbing Basic sales training: Speech pace pauses Specific phrases Questions and responses: open-ended vs. interrogation

12 Proof and Reporting Recordings: Adjust your scripts based on what you hear. Rentals will sound a certain way. Share it. Duplicate it through rehearsal. Script mastery.

13 Work Each Lead Like It s Your Last How are we doing our follow-ups? Follow-ups should be plural. Keep trying until you get them. We do up to five attempts. No, voic isn t good enough. Examples: Saved opportunity?

14 Work Each Lead Like It s Your Last How are we doing our follow-ups? Not everyone communicates the same. Phone vs. vs. text Not everyone is available at the same time. Second follow-ups can vary.

15 Do You Know What Works? How? Experiment with scripts: tracking lines Caller will tell you what to use Get at least 10 rentals compare vs. call number Listen to rental recordings and share weekly Contests?

16 Measure, Measure, Measure Where are the leaks in our pipeline? Accountability and visibility into the life of a lead 85% of all owners require follow-ups Leads placed into 600 locations, only 7% followed up 93% opportunity for those that work their leads Processes and systems are only as good as their execution

17 Measure, Measure, Measure Where are the leaks in our pipeline? Low conversion percentage isn t always the manager s fault Pricing and specials Unit selection and availability Advertising selection

18 Measure, Measure, Measure Where are the leaks in our pipeline? Where did the other 70% go and, better yet, why? Ask your customers You get one to two free questions. Where did you rent? Why did you choose them?

19 Measure, Measure, Measure Is our advertising working? The myth about Yellow Pages, aggregators, and your sign They all work None of them work. It all depends on your market. A/B test your ad source. Remember your customers may be lying.» Online Optimizely / URL shorteners» Phone - Tracking numbers» Print QR/coupon codes

20 Measure, Measure, Measure Is our advertising working? Don t look where the light is. Cost of acquisition: How much did that customer cost? Cost per call/click vs. lead vs. rental Volume value

21 Measure, Measure, Measure Is our advertising working? Pricing: walk-in vs. phone vs. online Competitive reach Online, 10 miles traditional, 3 miles No street-corner advantage Cost of acquisition Conversion rate Online, 15% phone, 30% walk-in, 90% Channel-based pricing: No two plane tickets are the same price, so why are your units?

22 In Summary KISS Track Listen Learn Measure Ask yourself questions

23 Contact the Presenters Ken Crowne Business Development Next Door Storage/CallPotential Phil Murphy President Next Door Storage/CallPotential

24 Thank You!

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