Unlock the Secret to Security Sales

Not long ago, I visited the self-storage business of an old friend. While waiting in the office until he was free, I listened to one of his veteran employees tell a middle-aged couple how the facility was secured. He did such a fine job of explaining it, the man exclaimed, Wow! I should have you guys do the same for our home!

The salesman smiled proudly and led the couple to the retail lock display. Thats when my friend joined me, and I had to give up my ringside seat to sales magic.

Playing Up Security

During the trip home, I thought about the customers comment. It reinforced what I had long suspected: At its core, the self-storage concept is built on security. It makes sense for customers to regard self-storage people as security experts. And, being a retailer at heart, I cant help but think the potential of selling this image is tremendous.

Most facility owners are knowledgeable about retail sales related to the customers immediate needsboxes, tape, Bubble Wrap, etc. What they often overlook is the opportunity to boost profits through security sales.

For example, just about every customer is shown an approved discus-style lock during the sales process. Many people are familiar with an old lock-and-key design, but the discus style is new to them, giving a salesperson a chance to explain its benefits and present more professional and expensive locks.

From there, its only a small conversational step to show them packages of multiple locks that are keyed alike, a handy feature for any homeowner. A lock package can tackle a gamut of security needs: storage units, bikes, garden sheds, trailers and steering wheels.

By showing a tenant the benefit of finding versatile locks in one location, you can resolve their security issues and save them shopping time. From a sales perspective, youve sold them boxes and tapes as well as locks for their storage and home security needs. That can turn into quite a profit.

Quantity in sales can be terrific, but dont overlook the importance of quality, especially important in lock selection. Any retailer can carry different lock styles, but its quality that differentiates them. Your selling point should never focus on price, but the quality and features each customer deems important. Tenants paying to store belongings worth hundreds or thousands of dollars shouldnt compromise on the price and quality of the lock.

And More Sales!

Why stop there? An alert salesperson looking to turn an impressive profit should consider demonstrating to customers how many other products intended for self-storage are equally useful around the home and office. For example, suggest desiccants for attic or basement storage. Bubble or foam wrap for dishes isnt just for moving; it can protect heirloom china between special occasions.

Finally, store managers should foresee times when staff members are unable to work individually with customers. Thats where professional displays and signage encouraging multiple purchases and impulse buys come into play. Use well-tested plan-o-grams to position retail items strategically. Review your inventory and check with your retail-products distributor. Together, you should be able to stock your shelves with everything you need to springboard sales of security items and beyond. 

Roy Katz is president of Supply Side, a distributor of packaging, shipping, moving and storage supplies. The company has developed merchandising programs for many leading companies including the U.S. Postal Service, The UPS Stores, Kinkos, Mail Boxes Etc., Uncle Bobs Self Storage and Extra Space Storage. For more information, visit www.suplyside.com.