Joe Downs breaks down how to turn storage inquiries into bookings. Most facilities convert 30-40% of calls; a 10% lift adds significant revenue. The system: greet fast, ask what they're storing and when, quote a daily price, handle price objections without defensiveness, then lock in a move-in date.
Chapters
And welcome to day 94, folks, of the Storage 100 series. I'm Joe Downs with the Storage Moguls. All right, so your phone's ringing, but are you converting those calls into move-ins? If so, great, but are you converting as many as you should? Well, today I'm going to give you the exact system you can use to turn inquiries into tenants. And if you want to join a group that geeks out over stuff like this with more conversion tools and scripts, then you know what to do with Join the Storage Moguls community at storage moguls.ai and register for free now. And again, it's free. I promise there there isn't even a way for us to take a payment yet. So you're just registering, and when you do, you get a free GPT that we built and we use when you do. So just go ahead and register storage moguls.ai. It's .ai because it's an AI-powered community with GPT tools and a multimodal learning approach. across every storage vertical. What is multimodal? It's not easy to say. What is multimodal, you ask? Well, when we launch in a few short weeks, you'll be able to learn all of these topics in different modes or ways via video, infographic, mind maps, podcasts, more. So that's what I mean when I say AI-powered and multimodal. And again, you can start for free, level up at your own pace as you want to go. As you get super excited to buy storage. So, all right, as promised, today we're diving into phone calls and turning them into move-ins. And this isn't just about answering the phone, folks. It's a system. You need a system. We're going to break down how to convert calls into actual customers because it's a critical skill for any storage business. So let's get into why these calls are so important. Phone conversations are a huge lever in your— of your business, impacting your bottom line directly. So most prospects call you first Even if they started online. This means your phone skills are often the first impression. The industry average conversion rate is actually pretty low. It's like 30 to 40%. But here's the kicker. 10% improvement in that, in your conversion rate, means a 10% increase in revenue. And improving phone skills is the most cost-effective marketing improvement you can actually make. So, and it doesn't cost you anything. So let's look at how this, how we structure these calls for maximum impact, because there has to be a structure to it. Struggling tonight. Has to be a structure to it. To consistently convert calls, we need a clear structure, a roadmap for every conversation. Yeah, they're all going to be different, but they're going to follow the same roadmap. So the structure guides you from first hello to the booking that move-in, right? Starts with a strong greeting and you build rapport right away in that greeting. And then we move into understanding what the customer truly needs. After that, we present solutions, handle any objections, and then finally you close the deal. Each step is crucial for a successful outcome. So, let's start with the all-important first step, greeting. Greeting sets the tone for the entire call. You want to establish rapport pretty quickly. Answer within 3 rings right away. Speed shows professionalism and eagerness. Think about it. You've been waiting, ring, ring, ring, ring. Doesn't seem like they really care about you, right? Your tone should be friendly and engaging, not like a robot reading a script. Always ask for the name immediately. Personalizes the conversation. Get it up front and don't forget it. Write it down. This simple act makes them feel valued and heard. And it's about making a human connection from the very start. It's all about a little bit of relationship. You got a little tiny bridge there, build one. And once we've established that connection, we move into understanding what they actually need. So, the needs assessment is where you become a detective and want to ask the right questions to uncover what they what they really need, what they have to, they want to store. So you want to ask, what are you looking to store? That'll help you determine the exact unit size or at least hone in on it. And, you know, when do you need a unit? Kind of creates the urgency and helps you prioritize. Have you ever used storage? That tells you if they need more guidance or if they kind of know their way around, right? And then what's your budget? That ensures you recommend units that they can afford. And these questions aren't just about data points. They build trust and they guide your recommendations. All right, so let's talk about how to present these solutions that really sell. So solutions that sell is all about guiding your customer to the right choice, not overwhelming them. Always recommend just one option. Recommend the best fit for their needs. For example, if they have, you know, just a room or 2 of furniture, 10 by 10 is perfect. Then frame the price to make it feel affordable. So you break that monthly cost into a daily figure, like it's only $4 or $5 a day. Finally, create urgency. Give them a reason to commit now. Tell them, well, we only have a couple, a few units left in this size right now because that scarcity will drive action. And then next, we'll tackle how to— because you're going to get objections. So let's look at what those objections look like because we've presented the solutions and you need to handle objections like a pro. This is a really critical part of the process. So this is where you turn potential roadblocks into opportunities. So when someone says it's too expensive, compare it to the alternatives. Highlight the peace of mind versus a friend's garage and remind them, you know, it's only $4 or $5 a day. If they need to think about it, uncover their real concerns. Ask, well, what specific concerns do you have? I want to be able to help you. And if they're calling other places, be the expert. Say, great, what, what question— what questions can I answer for you so you can compare? Never get defensive. Always provide value. All right, so this leads us to the closing part of the call. And booking those move-ins. And this is about getting a firm commitment, not a vague maybe. Ask direct questions like, can you come in today to reserve it? Or, we're open till 6. Does 4 PM work? I should be free then. Be specific with times. It's much better than a vague commitment. If they can't commit right away, that's fine. Book a follow-up call. This ensures you maintain, maintain control and keep the process moving along. They called you for a reason. All right, we've covered presenting, handling objections, and closing. So here's a closing— a key closing thought. Phone conversions are a skill, not just luck. It's about following a structure. As I said in the beginning, you follow a structure that'll help you handle objections, and then you close. Remember, even a 10% improvement in the conversion rate is a 10% revenue increase. That's huge. This isn't just about making more calls. It's about making more of them count each month. This skill directly impacts your bottom line, so work on it. All right. Found this helpful? Show your network you understand sales systems and build your reputation as a storage mogul and someone who maximizes leads by liking and sharing this video. Next up tomorrow, day 95, we're going to focus on raising rents. Remember though, every missed call or botched inquiry is revenue walking out the door. A simple conversion system can add 5 to 10 move-ins a month. That's real money, folks. If you want more call scripts and conversion tracking templates and all kinds of tools, whether paper or GPTs, join the Storage Moguls for free. storagemoguls.ai. And get that free GPT we're giving away just for registering. StorageMoguls.ai. Only 12 episodes left in the Storage 100. I cannot believe it. Then we launch right into the Boat and RV 100 immediately after that because I'm insane. It is what it is. But here we go. See you tomorrow.
