Have you ever heard a regular person, (i.e. not in the storage industry), ever describe anything as “climate controlled”?
Yeah, me neither.
Rather than asking prospective customers if they would prefer “a space that is climate controlled or non-climate…” ask them, “are you looking for a space that is more like a garage, or would you prefer something that is more like a spare bedroom”.
Rather than using jargon, build on what people are already familiar with (like garages and spare bedrooms) and you’ll communicate more effectively and have an easier time selling.
Maybe you can improve on this… How would you describe these two types of spaces?
P.S. If you are going to the ISS conference in Las Vegas in March, 2011 shoot me an email. I’d love to catch up with you there. I’ll be there Monday evening and most of the day on Tuesday.
If you’re interested you can also see me present live on Tuesday, March 15th at 9:00 am. I’ll be outlining my contrarian approach to “Motivating Manager’s to Sell.”
