Kicking off the Inside Self-Storage Expo at Mandalay Bay Resort & Casino in Las Vegas will be the popular ISS Developers Seminar on Feb. 28. Attendees will spend the day with leading industry experts RK Kliebenstein; Coast-To-Coast Storage; Bruce McCardle, Mako Steel Inc.; and John Wilson, Construction Processes Inc. The full-day event will provide comprehensive information on site selection, feasibility, legal issues, design and unit mix, construction, conversions and much more--all key components to helping an owner or investor decide if self-storage is the right venture for him. The seminar is sponsored by PTI Integrated Systems, Rib Roof Metal Systems, SBS Construction and U.S. Door & Building Components. For more information, visit www.insideselfstorage.com/expo/Vegas/2006.

The S&W Group of companies, which provides property-management, development and financial services, and BETCO Inc., a full-service building manufacturer, are hosting free seminars for self-storage developers and owners in 2006. In addition to their past offering, Building Your Future in Self-Storage, they have put together a new full-day seminar titled What Every Self-Storage Owner Should Know, which focuses on key operational issues:

The growing danger of criminal activity at self-storage sites

Legal issues and ways to avoid litigation

Facility valuation

Tapping trapped equity

Calculating and improving cash-on-cash return

Increasing market share in a competitive environment

Facility marketing

The developers seminar will kick-off on May 3 at the Embassy Suites in Nashville, Tenn. The first owners seminar takes place on May 4 in the same location. The events move to Denver in June and Orlando, Fla., in October. For more information, contact Margaret Fox at 888.817.9422, ext. 401; visit www.sandwgroup.com.

Compton, Calif.-based CDS Moving Equipment, creator of the PacEase line of retail products, is celebrating its 25th anniversary. The company was founded by President Allen Sidor, formerly a commercial airline pilot, in 1981 when he began building and selling four-wheel dollies out of his garage under the name California Dolly & Supply. He later moved operations to a 10-by-20 storage unit where, thanks to a positive relationship with the facility operator, he was allowed to install electricity and a phone line for his business. He later expanded his product line to include packing material and other moving supplies, and changed the company name to CDS Moving Equipment. Once Sidor began serving the storage industry with his products, he introduced the PacEase brand name. Today, CDS is a multimillion-dollar organization with warehouses in Chicago, Las Vegas, Sacramento, Calif., and San Francisco. For more information, call 888.795.0199; e-mail [email protected]; visit www.cds-usa.com.

Grubb & Ellis Co., a provider of integrated real estate services, released its 2006 North America Real Estate Forecast, which indicates commercial real estate should have another healthy year as job growth benefits the office and retail markets and an abundance of capital continues to infuse investment sales. Robert Bach, the companys national director of market analysis, said conditions will be similar to 2005; though he cautioned there are imbalances in the economy that could slow growth as early as the second half of 2006 or even bring the expansion cycle to an early conclusion.

The forecast identifies San Diego as an area of particular interest for investors in 2006. That market is expected to be very active as demand for all types of commercial real estate stays strong. For example, average asking rents for class-A office space are expected to surpass $3.20 per square foot per month by year-end, up 10 percent from fourth quarter 2005, placing San Diego near the top of all markets ranked nationwide.

Complete copies of the national and regional forecasts are available at www.grubb-ellis.com.

Curt Oglieglo, former vice president of the Michaels/Wilder Group, has launched a new advertising venture in Avondale, Ariz., Yellow Page Logic, which specializes in print and electronic, regional and national Yellow Pages placement. With more than 12 years of experience in YP, Oglieglo uses current research to assist companies in building advertising programs from the ground up. Because the company receives commissions from YP publishers, its consultative services are free to self-storage operators, and the cost of advertising may be less than placement through a large agency. Yellow Page Logic also customizes billing to fit individual accounting needs. For more information, call 888.935.6442; e-mail [email protected]; visit www.yellowpagelogic.com.

Phoenix-based U-Haul International Inc. added 14- and 17-foot trucks to its Co-STAR (co-branded storage truck agent rental) Program. Launched in August 2004 with 10-foot trucks, the program provides rental trucks to independent storage dealers who affiliate with U-Haul via its eMove online marketplace. The trucks feature each dealers company logo, address and phone number on both sides, serving as a moving billboard to advertise the business. The affiliates also earn a commission on truck rentals. More than 400 eMove affiliates currently use the Co-STAR Program. Premier-level affiliates can participate for free, while basic affiliates pay $50 per month. For more information, call 800.528.0361.

For operators who want the most up-to-date information on self-storage legal issues, the Inside Self-Storage Vegas Expo at the Mandalay Bay Resort & Casino, Feb. 28-March 3, includes informative seminars hosted by several industry experts. In The Self-Storage Lease and Legal Protection, attendees will learn the basics of creating a first-rate rental agreement, including how to steer clear of legal pitfalls, how to avoid ambiguity and repetition in lease language, and when to make modifications. Legal Issues in Self-Storage: Auction Rules will address ways for operators to reduce their potential liability to tenants, buyers and the general public when conducting a lien sale. Advanced Legal Issues will cover other essential topics: how to avoid and contend with lawsuits, tenant screening, employee-overtime claims, working with tenants who have military status and more. Finally, the Q&A session Is It Legal? will give attendees the opportunity to ask their own questions of an authority panel. For more information, visit www.insideselfstorage.com/expo/vegas/2006.

Grubb & Ellis Co., a provider of integrated real estate services, released its 2006 North America Real Estate Forecast, which indicates commercial real estate should have another healthy year as job growth benefits the office and retail markets and an abundance of capital continues to infuse investment sales. Robert Bach, the companys national director of market analysis, said conditions will be similar to 2005; though he cautioned there are imbalances in the economy that could slow growth as early as the second half of 2006 or even bring the expansion cycle to an early conclusion.

The forecast identifies San Diego as an area of particular interest for investors in 2006. That market is expected to be very active as demand for all types of commercial real estate stays strong. For example, average asking rents for class-A office space are expected to surpass $3.20 per square foot per month by year-end, up 10 percent from fourth quarter 2005, placing San Diego near the top of all markets ranked nationwide.

Complete copies of the national and regional forecasts are available at www.grubb-ellis.com.

Sometimes sales strategies are deliberate, other times they are the organic product of a specific situation, sales culture or staff member. If you examine particulars, you can usually come up with sales techniques that work especially well for your business. This column is about a simple detail many operators dont think about. Do you see anything special about this phone-sales approach?

A customer calls your facility during a high-traffic time or after hours and is transferred to your call center. An agent answers his questions and, at the end of the conversation, says, My name is Earl. Give me a call back if you have any other questions. Or maybe he says something like Ask for Earl when you call back.

Is it normal call-center practice to keep continuity with each customer by having him work with a specific sales agent every time he calls? The answer illustrates ways in which phone-sales tactics set you apart from competition and increase your call-to-renter conversion rate.

Its Only Natural

So whats in a name, anyway? The practice of extending sales agents first names and an invitation to call back didnt necessarily begin as a deliberate policy procedure. I think it evolved naturally from a desire to create more rentals and provide customers the best possible experience. It grew organically during the sales process, but it now serves several purposes.

First, sales reps feel they stand the best chance of renting a unit when they can create some connection in the callers mind between the facility and the call center itself. Creating a personal association between the two entities makes the transaction seem more personal. It also reinforces the perception in the customers mind that the rep is working for him specifically.

In addition, theres always a better chance the caller will rent a unit if he can call back and ask for someone in particular. Theres an established relationship, a rapport. A not-so-hot lead or potentially lost reservation can be recovered if the customer calls back with a question. Hes more likely to call back if he can remember a name and has a personal invitation.

Call-center reps also want the facility staff to know their names and that they are working to help them in their goals. While managers often appreciate the call centers efforts, they usually make contact only if theres a problem with a customer or other issue. When a prospect reaches the facility and asks for one of the sales reps by name, it reminds site staff that the call center is part of the team. Its particularly great when the customer mentions how friendly and helpful the rep was.

Leaving a name with callers is also a financial issue. Sales agents often work on commission, and they write a lot of their reservations from call-backs. If customers ask for a rep by name, it helps ensure the right person gets to close the deal.

Just a Memory

Sometimes, the person calling back for Earl gets him on the phone immediately and says, Hi Earl, its me. Remember, I called the other day? Assuming Earl keeps good notes or has a decent memory, he should have some recollection of the call and the rapport he built with the customer. In this case, the odds of making a rental are close to 100 percent.

If Earl happens to be out when the person calls, the answering rep simply says, Earl isnt in, but I can help you put that unit on hold. This usually works just as well. Most salespeople have to field calls for others on any given day.

The practice of having callers ask for reps by name adds an element of quality control. If the customer didnt like the way Earl handled his call, or if Earl left him confused on some issue, management will find out about it. Customers are quick to let staff know when a call is handled improperly or insufficiently, which keeps everyone on their best performance. Mistakes will be made now and then, but they can almost always be rectified once discovered.

How do you and your fellow employees use a personal touch to create rapport with customers? When people call back or visit your site, do they ask for you by name? Consider this a strategic issue that could impact your conversion rates.

Allow the practice to develop naturally and flourish. If you like it, youll find it increases customer satisfaction and rentals alike. Good luck and good selling.

Tron Jordheim is the director of PhoneSmart, an off-site sales force that helps storage owners rent to more people through its call center, secret-shopping service, sales-training programs and Want2Store.com facility locator. You can read what he is up to at www.selfstorageblog.com.  For more information, e-mail [email protected].

Most owners spend a great deal of time and effort to generate inquiries and build awareness of their facilities. And those marketing efforts are focused on one goal: to get the phone to ring, the customer through the door, and the rental agreement signed. Whether its a newspaper ad, direct mail, group meeting or telemarketing, the aim is the same.

Is Anyone There?

Suppose for a moment your marketing dollars are paying off and the phone is ringing. Wouldnt you want to know all your calls are being answered every time by a live person? Im talking about the calls that come in before and after operating hours, or when your manager is busy renting or marketing. All of these calls should be important to you.

Think about this: Self-storage is a people business as well as a retail business. Each facility creates its own 'family' consisting of the employees and customers. Its only natural that tenants and prospects who call want to speak to a living, breathing, friendly person and not an answering machine.

Some managers use cell phones to make sure they can answer calls while on site showing units. This is fine, but put yourself in the place of the manager or the prospect. Should the transaction be interrupted to take a call? What about someone who calls the managers cell number only to get a busy signal? These are examples of poor customer protocol.Capturing Missed Calls.

Fortunately, call-center services have been designed specifically for the self-storage industry. The better centers see to it that all calls are answered by a live representative, one who will not only give top-of-the-line service to existing tenants, but rent units to new customers. You may already know it costs seven to 10 times more to capture a new customer than retain an existing one. The perfect solution is to do both.

But thats not all. A good call center will also provide an ongoing lead database. For example, a caller lets the rep know hes not ready to commit to a rental but would like the manager to call back at a later date. This allows the manager to follow up until the prospect makes a decision.

Keep in mind a call center does not replace your employees. If anything, its only competition is your answering machine. The typical prospect will have questions about unit size, price, location, availability, discounts, security features, access and even directions to your site. A voicemail cant supply all of this information.Profit Source

Not all call-center services are alike. Beyond simply taking calls and answering a few questions, they must also contribute to the bottom line. Sure, a reliable center will charge a fee for its services, but the cost should be justified by benefits provided. The service should act as an offsite rental source. If it generates new business each month, the expense turns into profit.

Look at the advantages of a live representative: Prospects are taken off the market when the rep takes a reservation or credit-card depositthey arent going to the competition. When a tenant is upset because of problems with his access code, the rep is there to sooth ruffled feathers. An after-hours emergency call comes in, and the rep is there to alert the manager. These are the types of things that can lock in a new prospect or prolong an existing tenants stay.

An effective rep will answer questions, help and guide newcomers to your site and provide timely service for existing customers. Meaningful service is a rarity in the marketplace today, but its the most important component of sales. The right call center can help maximize your marketing dollars, employees effectiveness and your bottom line.

In the final analysis, assume your average monthly rental rate is $85 and your average tenant stay is six to eight months. Each call is probably worth between $510 and $680. Can you afford to miss one when your competitor is sitting there ready to capture it for you?

Susan Head is vice president of sales and marketing for The S&W Group, which provides management and consulting services to self-storage owners, and Phone Advantage, a division of S&W Property Management that offers an off-site rental source. For more information, e-mail [email protected]; visit www.sandwgroup.com.