Does it surprise you to think that self storage operators are in sales as much as any car dealer? The facility management business model is obviously very, very different, but you’re still selling a service and a product. While it might be initially uncomfortable to think of yourself as a salesperson, the more comfortable you are with the idea, the easier it will be to shed negative ideas of the sales industry. In fact, you’ll probably stop losing self storage sales because you’ll be building stronger, more authentic relationships with your customers.
Here are 10 ways to improve your sales skills and build confidence in your abilities — no business degree necessary.
1. Prioritize sales expertise over self storage knowledge
If you’re looking to improve your team’s sales methods, real-world sales experience matters more than industry knowledge. Many potential customers are first-time self storage customers, so gaining their trust is more important than having years of industry-specific experience.
Anyone can learn the details of self storage, but sales skills — like understanding customer needs and overcoming objections — are harder to teach.
2. Stay adaptable & go beyond a scripted sales approach
New salespeople tend to stick to a script, focusing on features rather than digging into what the customer actually needs. This can be a good starting point, but a great salesperson asks the right questions and listens to what the customer has to say.
Experienced sales professionals know how to adapt their pitch based on the conversation. They take a solution-based approach, stay confident and handle objections smoothly. Instead of just trying to close a sale, they focus on being attentive and responsive. They know a great customer experience leads to repeat business and referrals.
3. Maintain long-term success by managing stress & mindset
Sales in self storage can be stressful, and everyone has off days. The key is to take care of yourself — get enough sleep, eat well and make time for activities outside of work.
You’re not going to be perfect all the time.
When things aren’t going well, talking to a colleague, family member, mentor or friend can provide a fresh perspective. Looking back on past successes is also a good reminder that one bad day doesn’t define overall performance. Staying positive and keeping things in perspective helps maintain confidence in the long run.
4. Build trust with honesty, transparency & consistency
Trust is everything in self storage sales. Customers want to do business with someone who is honest, transparent and reliable. Active listening is one of the best ways to build trust because it shows genuine interest in helping, not just selling. You know you’re actively listening when you can repeat back what a customer just said without asking them to repeat themselves.
Consistency also matters. When customers know what to expect, they feel more comfortable. And at the end of the day, people buy from people they like.
Remember: purchasing behavior is more emotional than logical. The first thing being sold is you (the salesperson), not the storage unit. If customers don’t feel a connection, they’ll look elsewhere.
5. Understand that “sales skills” is an umbrella term for many important skills
Many sales skills apply across industries. Self storage is no exception. It’s essential to be a good problem solver, listener and communicator, as well as adaptable and resilient.
In self storage, knowledge of the local market can be used as a skill. If you know how a facility operates, you can gain a competitive edge. If you know the prices across town, or the way another business handles customer service, you may be able to use that knowledge to your advantage.
Upselling is a key skill that applies across industries, so you should be ready to discuss premium storage features such as 24-hour access or tenant insurance in addition to renting the storage unit.
Understand the terms and conditions of your contracts. Build relationships in the local community to help generate referrals and repeat business, making it easier to keep occupancy rates high.
6. Use technology to streamline sales without creating barriers
The self storage industry is known for being slower to adapt to the latest technologies, but the change is happening. Cloud-based software is increasingly recognized as a must-have sales tool. A self storage software system like Yardi Breeze Premier makes it easier to track interactions, follow up with leads, and maintain detailed records.
Check out this guide to choosing all-in-one self storage software
Software can also speed up the sales process. Many customers expect the convenience of esignatures. If walk-ins have to wait while you print, sign and scan paperwork, it can cause unnecessary delays. If you require in-person signatures, you’re missing out on all the potential customers who would rather save a trip and sign online.
A digital, hassle-free leasing process will move deals along faster. An all-in-one system will make it easier to track leads, payments, maintenance requests and daily operations.
7. Balance automation with personal connections to enhance customer experience
While technology helps streamline sales, it can also make interactions feel impersonal. In the past, signing a contract often ended with a handshake. Personal connections often lasted beyond the sale.
To maintain that personal touch in a digitized world, think about ways to bring the humanity back into the sale. For instance, if you send an automated email, follow up with an actual phone call. Tailor email content to the individual customer rather than a generic template.
Regular check-ins, such as follow-ups after move-in, anniversary messages or lease renewal reminders, help keep the relationship strong. Use technology to schedule these touchpoints — automation is best when it enhances, rather than replaces, personal connections.
8. Differentiate your facility by focusing on relationships & value
When competing against similar self storage facilities, the way a salesperson connects with customers can be the deciding factor. A strong personal connection can make a storage facility stand out, even if the offerings are similar.
Provide an incentive, such as a limited-time discount or an upgraded feature. Social proof is another powerful tool. Sharing positive reviews from happy customers builds credibility and makes it easier to convince prospects to choose one facility over another.
9. Recognize buying signals & ask for the sale at the right time
Closing a sale at the right moment is just as important as overcoming objections. A good salesperson watches for signs that a customer is ready to move forward, such as asking about pricing, availability or contract terms.
It’s just as important to understand a customer’s timeline. If they need storage right away, waiting too long to close the deal could mean losing them to a competitor. If they’re in the early stages of research, focus on the relationship. Be the one they think about first when they’re ready to sign.
Being proactive and asking for the sale at the right time keeps deals from slipping away.
10. Avoid confrontational sales tactics to get referrals & renewals
A pushy or confrontational approach might get a quick sale, but it can also drive customers away in the long run. If a customer has a negative experience, they’re less likely to renew their contract or refer others to the facility.
A smooth, trust-based sales process not only increases customer satisfaction but also sets the stage for future renewals and word-of-mouth referrals. A happy customer is far more likely to leave a positive review and recommend your facility to friends.
We’d like to thank Lisa Harbour, a self storage sales team leader for Yardi Breeze, for providing important information for this article. If you’re looking for a role model in sales, you can’t do better than Lisa. She is known for always putting her clients first, and we’re lucky to have her on our team.
