Improving Sales Skills through Customer Feedback
The small town in which I live and work has very few restaurants. The pickings are rather slim when it’s time to eat out at lunch or dinner. Fortunately, the eateries that are available are pretty good. A particular restaurant serves the type of Mexican food that you only find in South Texas… and it is never disappointing! One of the perks I enjoy when frequenting this establishment is that they know me. I’m greeted by name and asked how I have been. They know that I always drink ice tea and that I like the green salsa better than the red. They’re always personable and friendly and I always feel welcomed. I’ve observed that I’m not the only patron to receive this individual attention. Apparently, the staff members recognize quite a few regulars by name, and speak with each about family and work. They provide not only fantastic food, but also great customer service. In short, they know their customers! And as a result, their tables are always full of hungry diners
Occasionally, specials are offered to introduce new dishes. If the customer response is good, the dish is added to the menu. It would be silly to offer a menu item that no one would eat. Once again it all comes back to knowing their customer and providing what the customer wants.
Just like the restaurant business, we have to know our customers’ wants and needs. If we don’t ask questions, we have trouble providing to the customer the unit size and desired amenities. It is one of the laws of successful retail: give customer what he wants. The way we ascertain this is information is really very simple. We ask!
Talk to your customer. It is a sad but true fact that operating a storage facility can sometimes be boring. We all fall into the habit of doing things the same way and work in an autopilot mode. To achieve greatness as a salesperson, you have to know what it is that your customer wants and needs to buy. By asking what they are storing and how long they need the unit, you also open up the conversation to discover why they need storage. Most self storage customers are in some sort of life transition and are in need of someone who is interested and helpful. Kids may be leaving or moving back home. There may have been a death in the family, a divorce or a new marriage. Or they may be building a new home. All of these events are stressful and you can ease the transition by offering a sympathetic ear. You can suggest unit size that best fits their situation. Obtaining some personal information about them also helps you to remember them the next time they visit. Just like in the restaurant, customers like to know that you remember them and call them by name. Most gate systems will show the unit and customer name on the screen as they enter. This is a great opportunity that allows you to be ready to say, “Hi Mrs Brown, how are you doing today?”
Entrance Surveys - An entrance survey is a great way to get to know your customer. People are more apt to divulge personal information in a questionnaire than if you were to ask them directly.I know that I might be offended by someone asking my income bracket, my highest education-level, or my age. But I don’t seem to mind so much if it is on a questionnaire. The questionnaire needs to be tailored to the kind of information you are seeking and how you plan to use it. Consider breaking your questionnaire into the following categories:
Needs and Interests –
1. Have you used self storage before?
2. Do you have storage space now?
3. Category of use – commercial, residential, or organization
4. Reason for storing
5. Types of items to be stored
6. Type of storage desired
7. Size of Storage desired
8. Anticipated length of stay
9. How did you hear about us?
10. Number of stores shopped before us
11. Other services needed
12. Why did you choose us?
Statistical Data –
1. How far from our facility do you live and work?
2. Marital status
3. Gender
4. Zip code
5. Employment type.
6. Age group.
7. Housing type
8. Income group.
Each question should have a very short and concise way to answer. No essays. People don’t really like to write on questionnaires. The two most important answers that will help you lease to the next customer are Needs and Interests number 9 and number 12. The other Needs and Interest information can be obtained from the lease agreement or in conversation. These questions should list specific answers that will give you the information you really need.
How did you hear about us? This should include every type of marketing that you are currently using. List all possibilities such as: current customer, drive-by, flier, internet, yellow pages, post card, referral, etc. These answers will tell you if your marketing efforts are working. The results will allow you utilize you marketing dollars more effectively. If you win only one customer from a post card mail-out that cost you thousands of dollars, perhaps it was not a good investment. However, if you are pick up several new customers from the fliers you are leaving in apartment offices, then you know that you money and time was well spent.
Why did you choose us? These types of questions should list your amenities; 24 access, location, price, onsite management, appearance, online payments or staff inquiries are very revealing. You’ll be able to learn precisely what you customer base is seeking when searching for storage and be able to market those particular amenities in advertising and on the phone.
Statistical Data is important because you sell differently to different people. While watching TV ads you can easily decipher the age group that is being targeted. Be aware of the same concept when working with prospective tenants. Years ago our industry discovered that a large majority of our customers are women. We all started marketing to women. Our offices became a little more decorative; we installed scented air machines, and we piped in music. We also installed intercoms throughout facilities so that our female customers could feel safe. None of these modifications would have been put in place if someone hadn’t been paying attention.
Compiling all of the gathered information and using it to your advantage is your next step. Try not to take your questionnaire and stick it in a drawer never to be seen again. Fact gathering is just the first step in knowing your customer. Create a spread sheet; you may already utilize a software system that will help you evaluate the data. Now you have the tools to make proper marketing and sales decisions.
Great managers know what a customer needs within minutes of meeting them. They’ve had enough experience and have studied the customer base sufficiently to know what they need to sell. Make selling fun; as you watch a prospective customer getting out of their car, try to determine what he or she is going to need. If you really know your customer, you will be surprised at how many times you’re right!