Based in Brisbane, Andy Pudmenzky is a marketing consultant with over two decades of experience in web technologies, marketing, graphic design, theatre audio / visual and event management. | More...
No two businesses are the same – especially nowadays, as companies adapt to a changing marketplace & become more creative with their offerings in an attempt to “stand out from the crowd”.
With this in mind, it’s important to make sure your prospects (potential customers) understand your points of difference. After all, if they’re shopping purely on price, the more-expensive facilities probably won’t even make it onto the list! If that’s you, then it’s time to give prospects a reason to choose you! Let’s take a look…
We work in the industry, so we know this – but do your prospects? If they’ve only ever seen self storage on TV (and it’s a bunch of rusting shipping containers on a block of land with a chain-link fence around it), then that’s what they’ll assume it is. If they get your quote and it’s substantially more expensive than your competition, they may not stop to ask why.
Some examples of points of difference may include:
Our goal here is to make sure your prospects understand that not all self storage facilities are equal… so how do you make sure your prospects are comparing apples with apples? Easy – start with the bananas.
The first step to finding out where you stand is to mystery-shop your competition. Ask a friend or colleague (someone they won’t recognise) to visit a competitors facility and find out a little more about their offering. More importantly, find out where they excel, where you excel and what tactics they’re using to sell against you.
Here’s how it works:
Now that you’ve worked out your facility strengths and weaknesses, it’s time to weave these into your sales process! Highlight your PODs in your sales spiel, on your website and in your marketing materials.
Develop some strategies in dealing with your competitors PODs, too – it can be something as simple as helping a colleague come up with something to say in response, if a prospect says something like “I understand you don’t have undercover areas in all of your facility, is that right?” – to which you might reply: “That is true, but all of our access corridors lead to an undercover area where you can park your car to unload, so you & your goods will be dry while you’re putting them into storage”.
If analysing your competition has revealed a series of weaknesses in your business, spend some time working out how to make changes or improvements. You may also be able to turn a negative into a positive, as per some of these examples:
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