THIS IS NOT SELF-STORAGE
Many say the Box Rental fee is what is most important on your website. It’s the draw and what consumers look at. There is much truth in that as the Self-Storage industry educated consumers to look for the monthly rate and deals (1st month FREE, etc). But with Portable Storage, the transportation fees likely exceed one month’s rent. Less is more, but we can’t hide the numbers either. It’s all about how it’s positioned. And always, the simpler, the better. List out what they need to know, but don’t do the math for them.
Despite the craze of “contactless booking” and its promising future, it’s not that black and white with Portable Storage. You are delivering a large, heavy metal box to their property in which they will store their life’s possessions- and possibly asking you to take it away full and store it “somewhere” for them. To do this they need to trust you, your driver, and your processes. Your website can create a “feeling” of security and trust.. BUT, THIS IS NOT SELF-STORAGE, which is a simpler transaction. With Portable Storage, there will always be a point before delivering the box that you need to have a conversation, which can be very short. You’ll need to review the placement of the container, confirm the credit card, delivery time and placement, and hopefully upsell ancillary items. But more importantly, thank them for their business and establish a connection. Afterall, they may rent from you again or refer you to others. You’ll also speak to them at least 1-2 times more while they are renting to schedule a relocation or pick-up. At the end of the rental, perhaps pay a service to send automated thank you emails requesting a review using a company like Bird Eye.
LOCAL LOCAL LOCAL
Local portable storage companies have just that as an advantage- they are Local. Unlike talking to someone in a call center in another state, a local personality answering your inquiry establishes trust much quicker. They know the roadways, weather, neighbors and other local businesses and maybe your Uncle Bob. Use it to your advantage! Maybe you need to suggest a different delivery date as you know that a snowstorm is coming next week; or suggest a moving company you created a new relationship with. You’ll know better than anyone that going south on your local interstate at 8am will result in wasted time on the road… so you can make better assumptions on logistics. You’ll be able to say things like, “We have 2 other boxes on your street in the cul de sac with Mrs. Smith. Did you see them?” You have gained their trust.
2 TOUCHES VERSUS 4
Is Portable Storage more expensive than Self-Storage? Most of the time, Yes. But there is a market for those who are seeking convenience and simplicity on their own time frame. If they are Renovating, they’d appreciate not having to rent a moving Van, borrow a friend and load a Self-Storage Unit (and do it all over again on the flip side). If they are moving, they will appreciate that if they used a traditional moving truck, their belongings would be touched four times versus two times- if Portable Storage. Think of it. Movers arrive Monday and LOAD the truck. Your closing is not for a few weeks. The movers UNLOAD your belongings into a Self-Storage Unit. On the day of your closing of your new house, they RE-LOAD the truck with your belongings (new crew perhaps). The movers drive to your new home and UNLOAD into the new house. You’ve officially doubled the chance that something will be damaged versus if you or the movers loaded a Portable Storage Unit that was brought back to the Portable Storage facility and stored for 2 weeks, then drove it to the new house and unloaded it. Not everyone can afford Portable Storage. Not everyone can have a box at their town house or city apartment BUT there are PLENTY of people who can. These are the same people that hire Movers… for convenience. Portable Storage has redefined what convenience means in the moving industry.
THE PSYCHOLOGY OF PRICING
The psychology of positioning words and pricing on Quotes is a common topic discussed among business owners. A large Portable Storage company is known to not be completely transparent in their quoting structure- appearing to cost less than they really are. A consumer books a Box to be delivered, later getting frustrated and feeling like the wool was pulled over their heads when insurance wasn’t explained, or the transportation fees. Is that how we want our customers to feel? Will they recommend us to others? I’d venture to say no. According to the US Census, the average person living in the US moves 11.4 times in a lifetime.¹ Chances are they could be a repeat customer or recommend us to their friends and family. Like most things in life, there is a very comfortable gray area where you are transparent, but not overly forthcoming- which applies perfectly to Pricing. As Consumers are getting more educated about Portable Storage, it’ll become imperative to deliver simple, clear quotes- that don’t over explain what they need to know.
ESTABLISH TRUST
Just a few years ago (pre-COVID), there weren’t as many choices out there for renting a Portable Storage Container, and customers weren’t as educated on the costs of transportations, coverages, and other ancillary Add-Ons. So it was easier to “pull the wool over their heads”. But now that there are several choices of portable storage companies all over the world, how we communicate with them (via phone or digitally) can be our #1 advantage, after all it is our first interaction with these prospects.
In the end it comes down to how quickly we can capture the customer’s attention, gain trust, and make them feel at ease about this “checklist item” that they don’t know much about. You not only educated them, but also helped them check off other things on their “list” (ie: Moving Accessories or call their insurance agent) all while established a relationship with them- which in turn will get you a positive Review. This process is not as necessary with Self Storage customers as the exchange is simpler, as you’re not delivering a metal box on their driveway or worse, their lawn and/or driving it with their personal belongings in it. Trust must be established.
85/15 PHILOSOPHY
It is smart to bring a prospective customers down a path of booking the Box directly on our websites bringing them 85% to the finish line- contactless. At this point, the customer feels like they’ve completed the order and can check it off their list. And you’ve gathered a ton of information easy to receive digitally and accurately. But they, nor you will truly feel complete until the details of this unknown service of Portable Storage (to them) is discussed on the phone. The call will cover the additional 15% of the items, ensuring the customer understands pricing, timing of billing, timing, box placement, insurance, along with any other items they may need (to cross off their checklist). It’s also an opportunity to discuss timing and your policies (cancellation fees, what not to put in the box, weight issues, etc). Can this all be covered in your Lease agreement which could essentially be signed on your website- absolutely. But some things in Portable Storage are worth also going over verbally.
Bottom line, we’re all still learning. Portable storage is in its infancy- maybe Toddlerhood. Generations are shifting. The Economy is shifting. We are all learning together and adjusting along the way. The key is to be open to change and try to stay ahead of the curve… and remember, Portable Storage is NOT Self-Storage.
Cathy Putnam, Stella Software
July 26th, 2022
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