How important is your shop?

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I saw the survey results from a survey StorageMart conducted at 27 of its stores. Approximately 230 people responded.

Here are a few interesting items. Even though 64% of respondents say they found the location by driving by, 58% said they called first before coming in. This means your curb appeal and your phone appeal have to be up to speed.

Of the people who called first, 41% of them found the number in the yellow pages. 16% of them found the number on-line.

Here is a big one. 59% of respondents contacted 1 or more competitors before choosing StorageMart. This means that only 4 in 10 of your prospects are likely to contact you first and contact no other competitors. 44% contact 2 or more competitors.

This probably means that they liked what they heard or saw at StorageMart and did a little more comparison shopping to assure themselves of their choice. But it might also mean that they contact competitors first and did not like what the competitor showed or said and continued until they found a storage place they liked.

This just confirms what you already know instinctually. You need to work every leads as best you can and try to let noone get away.

It is the job of your secret shopping team to make sure that your staff is on its toes at all times. Each and every person they talk to may go down the street to rent. It is easy to slack off if yo are tired or feeling lazy or are having some personal drama. But the secret shopper’s job is to help staff leave all that at the door and try their best with each sales opportunity.

64% of respondents also said that they planned to stay 6 months or more. 52% planned to stay more than 8 months. This makes the potential value of each customer substantial.

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Disclamer: This entry is intended to promote our partner StorageMart and some or all participants received compensation.