Marketing is CREATING AWARENESS of YOUR PRODUCT

2009-06-14T07:25:00.000-07:00

https://twitter.com/dontwaitatgate

When marketing your business partner with others in similiar industries.
Partner with your vendors, neighbors and supplies.
Build relationships.

marketing is creating awareness

2009-03-06T03:27:00.001-08:00

http://www.makesomenoisemarketing.com/

moving without the ball

2009-02-28T09:31:00.000-08:00

"A best offense is a good Defense."

I remember seeing that T-Shirt, when I was a lanky 13 year old at basketball camp in Carisle, PA. I spent hours shooting basketball in the rain, reading the sports page, and practicing drills in my garage. I had posters hanging on my wall, memorized NBA stats, and thought about playing college basketball.
I spent many summers at basketball camp, and my father was on the starting five of his 1969 Trinity High School Basketball Team. They were state Champs that year. A black and white picture hangs in our living room. Pictures do tell stories.

Moving without the Ball.
What does this mean? You need the ball to move in sports, right? I mean, who wants to watch a guy or girl on the field without the football, basketball or hockey puck. The action is where the ball is, or is it? At a soccer match. Everyone watches the ball. Is it really important what the other 20 players are doing?

I will never forget when I was playing basketball on the C team in 1989.

Mr. Edwards was my coach. I was playing CYO ball, for the Catholic League.
I started. I was tall. I played forward. I could handle the ball naturally and shoot, but I did put my time in outside of practice. Similar to how I invest my time today outside of business meetings, networking groups or office hours. I believe time is an investment. I watch those who I believe are successful. They have healthy relationships, time management skills, and put the time in outside of the normal day. THEY MOVE WITHOUT the BALL.

Similiar to an athlete training in the gym during the off season, or running in the rain, doing push-ups in the morning.

Successful businesswomen and men, read the morning paper before work, write out their goals for the year, day or week. Spend time investing money and thought into their immeadiate communities. Mentor younger generations, give their time to their elders. Say "Thank You." They move without the ball. I watch them.

They create action. My mentor says. "Create opportunity. Don't be a wait at the Gate Manager."

Back to my basketball story. My father was at the game. He was watching from the stands. He always wore a hat inside, and sometimes turned it backwards to video tape the action.

I was 'standing around' on the court. My hands on my hips. I was tall. Others noticed me. The coach noticed. I was talented, but was not putting forth the effort. Something was holding me back. I was watching others. I was not part of the action. I was waiting for things to happen. I was not creating action, asking questions. Being visible. Playing defense on myself. I was not shouting, "Here I am Scott, throw the ball to me!" I was not trying to "get open."

The coach took me out. He thought I was tired. I didn't' realize I stood out like a sore thumb. My father later told me, that He didn't come to my basketball games to watch me stand around.

He could watch me stand around at home in the living room watching T.V. He owned a business, worked hard, he invested his time in me. He said quit standing around. Move without the ball,

He actually told me I "looked funny", out there standing around on the court. This HURT my feelings. I didn't know what to do with this information. I was an awkward, tall teenager, bumping into things, Now my father said I looked funny. But he was pushing me. Challenging me. He wanted me to do better. It wasn't about the sports, but about creating opportunity.

Make sure your resume gets noticed. Hand out your business card with a smile. Hold the door open for someone. Return phone calls the next day. Send handwritten notes, when everyone else sends emails, or text messages.

Today, I choose to "MOVE without the Ball" in the business playing field, and encourage others to do the same. Don't worry about the state of the economy, but do pick up the rebound, look behind your back, be visible. Be aggressive. Be persistent. MOVE without the ball.

I have talked to my father recently about his words. He laughed. Said, he never meant to hurt me, but hoped he pushed me. I told him it took 16 years to click, but I was awarded the Entrepreneurial Success Award for 2008 from the Chamber of Commerce. You were moving without the ball he said. Creating action, which lead to opportunity. Keep picking up those rebounds,and anticipating the next play he said. Get in the game.

It is OK, if you fall down, get back up, and keep moving.

Move without the ball.

jrw

ideas to grow your self-storage business

2009-01-02T12:14:00.000-08:00

Hey Friends:

Quote: Michael Stall

"Marketing has always been about manipulating perceptions," he explained. "A truly buzz-worthy product will most likely always cut through the market clutter and noise. In the self-storage business, this concept would help tackle the saturation of the market, create customer fans, generate word-of-mouth marketing like you have never seen, and have phones ringing off the hook like never before."

He created a western theme storage facility in AZ

This concept is the brainchild of Michael Stall, who has been active in the storage industry for the past 11 years and is currently the vice president of operations for Stadium Properties in Costa Mesa, California, and manages the Dollar Self Storage facilities in Southern California, Nevada, and Arizona.
Stall, who has a Master's Degree in marketing, was looking for ways to make his facilities stand out amongst competitors. And what better way, he reasoned, than by creating a theme that defines the region in which each facility exists?

Great article @ ssacommunications@selfstorage.org

written by Tom Comi

Planting Seeds

2008-12-30T18:51:00.000-08:00

I enjoy planting seeds. It is fun to watch something grow from just a tiny seed. It is hard to imagine that a tomato plant, or colorful flower is just inside a tiny seed. Where does this flower come from? Where do the tomatoes come from?

Where do customers come from? How do they hear about my business? Is marketing like planting seeds in your community?

The seed can't grow by itself, but I can plant it and hope it grows. I can also plant it and spend the time, taking care of the soil, watering it, putting it in the sun light, following the directions and tending to it as it grows. Guiding it, and clipping the flowering, enjoying the tomato and sharing it with others. This is more beneficial. It works better when I have a plan, and just don't sprinkle my seeds all over the back yard. Sure, I may get one to grow, but it works better if I pay attention to it, and follow it all the way through to the end.

I can plant seeds in my business as well. Marketing is creating awareness of my product or service. I can plant "marketing seeds" around town, or in my local networking group, or in neighborhood meeting, or on the phone with a potential client. I can't force anyone to buy from me or use my product, but I can plant seeds during our conversations and interactions.

I can give them a feature and benefit, and point them towards the sunlight, water their ideas and guide them. I can help them grow. I can plant the seed of an idea, that they may need self-storage. I can plant seeds with the local college dorm students. Let them know I have boxes for sale.
It is beneficial for them to store their belongings with me, instead of bringing them home to Mom and Dad's house over break .
I can motivate them to use my product or service. I can plant seeds with my business cards, promotional items, targeted email advertisements and cold calls.

I like to think of it as planting seeds when I go on a marketing call, and not be too aggressive when I approach someone. This is beneficial for the 1st time marketing manager. The one who has trouble breaking out of the office.

It happened again yesterday. A gentleman named Jack came in the office. I met him about 18 months ago, while walking my dog. He came in yesterday, and rented a storage unit at $99.00 a month.

He said, "John, you remember me?" I did remember his face. He reminded me of his name.

"You're from Pennsylvania, and you walked by my house with your dog over a year ago." He remembered we had the same breed of dog, and I struck up friendly conversation about the weather and our jobs.
"I manage the self-storage facility down the street, if you ever need anything. " I said to him.

He told me he often thought about me when he drove by our facility, and I had planted a seed with him about storage.

I rest my case.

simple marketing story

2008-12-09T15:17:00.001-08:00

Simple marketing story
I remember stopping to get a ham sandwich with honey mustard at Honey Baked Ham about 18 months ago. When I walked up to the store front, there was a sign posted on their door:"OPEN until 2:00am TONIGHT"I inquired at the counter when I purchased my lunch items, about the sign and their intentions. They responded their business neighbors sold video games, and anticipated a crowd of over hundred teenagers with family members.
This age group was lining up to purchase an early release of a certain video game.Immediately, I thought about the line of people standing in front of these two stores, and how I could get this crowd at my self-storage facility. Biting into my ham sandwich, I did not even sit down to eat. I walked next door and introduced myself to the Video Game Manager. A conscious self-storage manager always keeps their marketing shoes on.

I pictured a line of eager consumers outside of a concert venue waiting to get inside, to hear their favorite musician. How could I market my self storage services to targeted audience? I would have their complete attention. What did they need?Sugar, food, water and caffeine. They were going to be standing in line for hours. Greeting Robert with a handshake and smile, I asked him about his business. He gave me a tour of the store, and I shot him my idea about donating candy, and a cooler of drinks for his customers. We exchanged business cards, and I told him I would be back after 7pm.
Mr. Yon at Honey Baked ham agreed as well, and both said I could create promotional bags with pens, business cards and a fl yer.

“Wesupports GAMERS and offers half price for 1st month of storage with copy of this flyer through October.”I created about 100 bags with pens, business cards and a brochure and our logo key chain. I spent about $60.00 on candy, soda and water.

My district manager and home office were supportive of the idea.When I was preparing the items at my store, my landscaper stopped in, who rents two units with me. When I told him the idea, he got so excited he split the coast of candy with me, and I put his business cards in the bags as well.

Returning to the Video Store at 7pm, Robert allowed me to neatly display my bags with our logo, with the cooler on a table. I positioned the items so the teenagers in line, would read our "" sign, and grab a promotional bag and soda.Returning the next day to connect with the manager, and clean up my items.
He had an excellent turnout, and all my promotional bags were gone. I did not receive any direct business I can track, but the clincher is….
I wrote Robert an email, and a thank you letter. I did "pop" in on him once or twice 6 months afterwards, when I would stop in to get a sandwich.One day Robert pulled into my self-storage facility, and asked about personal storage. He was changing jobs, and joining the fire department. He was also getting married. This was an exciting, but stressful time for Robert.He needed two storage units, and didn't even ask about price. We had already established a relationship.
Robert the manager did rent two storage units in the future. Both Climate Control and both over $200.00 a month.Robert stayed with us for months and this sale resulted in a new friend, business contact, and about $2,500.I hope this story inspires others. I believe we can create our own opportunities.Marketing is an action verb.I now look for furniture sales, and partner with the mangers of the store, using a similar approach. I look forward to partnering with small businesses in the future. Marketing is fun.

John R. Wharton is a free lance writer, Newport News, Va. He was awarded the Entrepreneurial Success Award 2008 from The Virginia Peninsula Chamber of Commerce.

marketing is an action verb

2008-12-06T04:02:00.000-08:00

Marketing means moving, walking, talking, thinking and planning. Writing down your expectations and results, as well as tracking them. I would suggest analyzing them, and changing your action plan if you do not results.

Putting your plan to paper, and doing research before you hit the streets. Marketing means walking to the business park next door, and introducing yourself to the front desk. Perhaps leaving a small promotional item, and following up with an email or thank you note.

Creating relationships and maintaining these relationships, while not being afraid to give the 1st referral.

Marketing is moving "without the ball", and being vulnerable, so the public can see you. Similar to moving without the ball on the basketball court, by putting yourself in the position to be "open", and available to score a basket. Let the public see you, so they know where you are located and what you have to offer. Sometimes you have to come right out and state the obvious about your business. "We have the lowest price of moving boxes in town." "We are open 7 days a week. Yes that does include Sunday." :)

Marketing is hitting the pavement. Going door to door. Making 10 sales calls. Writing 10 letters to strategical alliances. Partnering with local businesses, shopping your competition, making your customer base aware of your website, moving your merchandise outside, giving away free coffee each Friday morning, getting creative and taking care of current and new clients.

Marketing is fun.

Marketing is not putting $1,000 into a yellow pages advertisement, and never tracking it, or referring your potential customers to it.

I believe from my experience that marketing is an action verb.

I will not be a "wait at the gate" manager.

relationship marketing

2008-12-04T21:15:00.001-08:00

I believe it is all about building relationships. I have a relationship with everything. I strive to create, maintain and build relationships on a daily basis. I do this on e-mail, phone calls, in person and through letter writing. Communication is key.

I have a relationship with...

1. Myself

I must eat, rest, be good to myself, take care of me, exercise and feed myself with healthy thoughts, and friendships.

2. I have a relationship with "Mother Earth." We live on this planet with billions of others, doing the best we can. I either contribute to the pollution, or I am are part of the solution.

3. I have a relationship with my family. We are born into our families, and they love and accept us. I continue to increase the depth my relationships with my family members.

4. I also create relationships in my working environment. I create relationships in business, and sales, and in marketing.

I'm now working on relationship marketing. Creating strategic relationships and partner with others to help me succeed.

We are only as healthy as our relationships. I believe healthy relationships define success. I believe a healthy business, or a growing business is working on creating new relationships and partnering with others. I also believe when I partner with healthy businesses, and make strategic alliances I enlarge my circle of influence. The more people I know, the better chance I have to be successful at selling my product.

When I give first, and worry about receiving later, I thrive.

It is all about the relationships you create around you and your business. You can create your own atmosphere, or culture at your place of work. You can attract like minded business folks to your location. You must set boundaries and have some structure. But when I remember to take a deep breath and live in "THE NOW," and focus on the relationship in front of me things take care of themselves.

I believe I'm in the people business, no matter what product or service I'm selling.

I will be mindful of this today as I encounter others.

marketing product or customer experience

2008-12-03T19:30:00.000-08:00

Can a business or product survive on "Word of Mouth" alone? Is it possible for a vacation destination, coffee shop, landscaping service, soft drink, self-storage facility, local college, or website to survive on W.O.M.?

I believe it is a balance between delivering a timely service, with an "experience." By experience, I mean extreme attention to detail, with exceptional customer service.

1. A phone call after the customer moved in to see if everything went all right.
2. A phone call after the customer returned the truck with a full tank of gas
3. Remembering a customer's first name.

Consistency is important, customers expect the same thing each time. I believe creating an exceptional experience with your current customer base, or a new client, creates word of mouth.

It is a never ending cycle of maintaining your current customers, and then getting new business.

I guess you can have bad or good word of mouth. If a coffee shop has cold coffee everyone is talking about it, but if they remember your first name and how you like your coffee brewed, well that is worth the drive.

c

Chamber of Commerce

2008-11-29T10:14:00.000-08:00

I have a speech I"m preparing, which I'm working on, and did give to my local Rotary Club in Newport News, VA on my 32 birthday. I was very proud my father was there, a franchise owner, who never had visited a club before that morning.

I took the word CHAMBER and created an acronym.

CHAMBER

Community-Community is important. Human beings want to belong, and enjoy living and working in a thriving community. We are only as strong as our weakest link, and in small business we do rely on each other for referrals.

Helping. The Chamber is committed to helping your business succeed, or helping you recognize your weaknesses and turn them into strengths, through networking seminars, and mentor programs. Most chambers have free weekly networking or monthly after hours events, as well as sponsored events, and paid training. Most staff members have experience with small business owners, and can put you in touch with the right person to help you grow.

Ambassadors. The Ambassadors are select group of business professionals representing small businesses in the area. They market the Chamber via word of mouth, and work on membership drives, networking events and mentoring.

Membership. All groups and clubs thrive on membership. Including churches, softball teams, gyms and rotary clubs. We want to increase membership and invite new businesses to join our organization.

Belong. We as human beings have the need to belong. We all want to belong to something greater than ourselves. It feels good to get recognition and to belong to a group.

Everyone. The chamber embraces everyone. We want everyone to succeed. We are for every small business owner and entrepreneur.

R is for Referrals. It takes an alert person to recognize a referral for another business, then make conversation, create a relationship and follow through. Most of us worry about ourselves, and do not always recognize when we can help others, by referring them to a competitor, or a business associate.

C ommunity

H elping

A mbassadors

M embers

B elong

E veryone

R eferrals

Let me know what you think of this post and if you would like me to develop this for a motivational or marketing speech for your team of ambassadors at your local chamber.

-john

Chamber of Commerce

2008-11-28T07:03:00.001-08:00

I believe my local chamber of commerce is a fantastic community of business professionals hovering on the same lillypad in the same pond, with the same goal. Stay alive!
http://www.vpcc.org/

We are all there to help each other, learn from each other's mistakes, stories, experiences, and pitfalls. I love the relationship marketing and networking.

I believe passionately in my local chamber, and encourage anyone who reads this to email me for my personal testimony.

I have been involved with Virginia Peninsula Chamber of Commerce for 3.5 years, and have grown my self-storage business tremendously. I have a software program that tracks at least 39-45 direct sales in a little over 3 years from the Chamber.

I have been accepted with open arms into a beautiful networking group http://www.penbiznet.com/

I was awarded Entrepreneur of the Year through this organization and have been an ambassador for the chamber for 2years.

Most recently I was asked to sit on the executive board as Vice Chair of Membership and Marketing. I'm honored to fulfill this obligation and will continue with my networking group I also created on the 1st and 3rd Thursday of the Month at 8am. (Professional Connections)

The Chamber is like a library where there are old and new books and lots of information. You just have to check one out.

The Chamber is like a church where everyone comes, and some sit up close and just listen, othes ask questions, some sit in the back and don't talk to anyone, othes really get involved and want to help you succeed. But you must take responsibility for your own direction.

Support your local chamber of commerce. Sit in on a networking group or contact me and I'll teach you how to create your own.

move without the ball

2008-11-27T07:44:00.000-08:00

bob dylan says in "MY BACK PAGES" I was so much older than I'm younger than that now...

When I played basketball, most of my life I had talent and I was taller, and my father played, and I had intution, and I practiced. I would shoot in the rain, practic dribbbling the the garage, watch video tapes.

I really believe those that succeed are "moving without the ball." Only one person can have the baskeball at a time, but you can't 'score' unless you have the ball, So you have to move around, and get "open" so others can see you.

Now bring this analogy to the business world. Those that move without the ball, are doing cold calls, and walk ins, or on-site events, or marketing their business in unique, creative and grass root ways.

I believe that half the battle is moving out the ball. You need to move with out the ball in business, create oppurtunity, so others see you, and DON"T BE a WAIT at the gate manager!

MOVE without the ball!

WINE STORAGE

2008-11-09T14:29:00.000-08:00

originally appeared:
http://www.insideselfstorage.com/articles/341/getting-taste-for-wine-self-storage-ancillary.html

Thank you to Drew and Amy
http://www.insideselfstorage.com/

Getting a Taste for Wine Storage
[Bottle of Red, Bottle of White]
John R. Wharton10/03/2008

When the self-storage industry first began, most people only needed the product during a move. But as the business evolved, storage owners added ancillary products and services such as truck rental, records storage and retail items to attract a broader range of tenants and boost profit. Wine storage is also making a splash, giving storage operators yet another means with which to serve a niche market.
The Right Storage
Wine is a delicate commodity requiring specialized conditions to maintain proper storage. Customers of wine storage tend to be collectors, and their wine collections are personal to them, their families and friends. By letting tenants know you care enough to provide the best home for their prized possessions, you secure long term-customers.

The most important elements to protect wine include:
Temperature. Wine should be kept at 55 degrees, which will assure it will mature. Lower temperatures slow aging, and higher temperatures affect the wine’s quality.
Humidity. Wine needs to be stored in humidity from 60 to 70 percent. Excessively high humidity breeds molds and damages labels. Low humidity causes corks to dry out, resulting in the wine inevitably spoiling.
Light. Ultraviolet light can damage wine even if exposed for a brief period. Keep your wine storage dark when not being used by customers.
Red and White
Here are some more pointers to successfully launch wine storage at your facility. I’ve used the acronyms RED and WHITE for easy memorization.
R is for racks. You will need wooden, wire, decorative or designer racks to hold specialty bottles of wine. Racks are typically priced between $50 to $500.
E is for extras. You want to attract and retain your potential customer with extras. Why not sell corkscrews, coolers, wine tags, glasses, cases, carriers, books and wine magazines? Become a one-stop shop, allowing tenants the ability to pick up extra items when they’re scrambling with last-minute party preparations. They’ll appreciate the convenience; your bottom line will appreciate the profit.
D is for different. Wine-storage operators attract a different type of self-storage customer. Accept the challenge and diversify your amenities to fit their needs. Wine storage can become quite personal to connoisseurs. Make them feel special by treating their belongings with great care.
W is for wine lovers. Remember your audience. Wine is their baby. They want to know it is safe, and they need to trust you and your facility. Give them every reason to believe in your services and make those services obvious in all marketing materials.
H is for high-tech. Let your customers know their wine collection is safer at your facility than in their own homes. People like high-tech and will go great lengths to obtain it. Install the equipment necessary to maintain the correct humidity and temperature. Finally, invest in high-tech security measures to assure safety.
I is for insiders. Wine appreciation is like a club. People who are in-the-know about wine terminology are accepted as members of the club. Walk the walk and talk the talk by studying up on wines and proper storage.
T is for tasting. Wine-tasting tops the list of fun activities for this group of enthusiasts. Consider bringing in a local expert to share knowledge about special wines. You’ll bring your audience of wine lovers to your lobby, where they’ll see how great your provisions for storage can protect their own collections.
E is for educate. Marketing is a form of education. Inform consumers about your service and how to find you. An educated consumer can be your best customer.
Building Relationships
To promote your new wine-storage service create relationships with existing local wineries, breweries, restaurants, spas, hotels and chambers of commerce. Circulate brochures describing your wine storage and amenities to every business within a 3- to 5-mile radius. Word-of-mouth is often the best kind of marketing.
Another smart move is to partner with local wine retailers. Not only can they refer customers to you, but they may also store extra cases of wine at your facility.
Most important, know your customer base. Connoisseurs can store their wine in their basements, garages or hide it in the back of their refrigerators, so give them a reason to store it securely in your facility. By storing with you, they can savor every bottle at its peak, and you can enjoy the profit of a successful wine-storage business.

John R. Wharton is a resident manager for Space Mart Self-Storage in Newport News, Va. He is active in the Virginia Peninsula Chamber of Commerce, where he was recently awarded the Entrepreneurial Success Award for 2008. Mr. Wharton has been in the self-storage business for nearly five years.

12 best friends of self-storage managers..

2008-11-09T13:05:00.000-08:00

1. Realtors!
2. Chamber of Commerce Staff
3. Apartment Managers
4. Restaurant Managers
5. YOUR COMPETITION
6. Marketing directors of assisted living facilities
7. entrepreneurs
8. Pharmaceutical Reps
9. Caterers
10. Wedding Planners, Event Planners, DJ's
11. Landscape Contractors and Handymen
12. Ebay businesses

And all strategic Alliances!

ABC's of self-storage customers..

2008-10-26T04:46:00.000-07:00

orginally appeared: http://www.selfstoragenow.com/JanFeb08/ManagerHelper.html

Thank you to Tammy Leroy and staff

http://www.selfstoragenow.com/

The ABCs of Self Storage Customers

By John R. Wharton Are you marketing to all of the potential customers in your market? This A to Z list should get your creativity flowing!

A is for Architects, art departments at local colleges, and accountants B is for Baseball teams, boat owners, and banks C is for Contractors, colleges, car buffs, cluttered buildings, churches, and college students D is for Doctors’ offices, decorators, and dry cleaners E is for Entrepreneurs, engineers, eBay sellers, and event planners F is for Financial planners, florists, and furniture stores G is for Golf courses, garages, and general contractors H is for Handymen, healthcare businesses, hospitals, and HVAC contractors I is for Industrial parks, independent distributors, and Internet businesses J is for Journeymen, jazz bands, and janitorial servicesK is for Kennels, kayaks, and kids’ toys L is for: Landscapers, law offices, and locksmiths M is for Military, movers, and marching bands N is for Non-Profit groups, newlyweds, and nursing homes O is for Optometrists, outdoor advertisers, and professional organizers P is for Pharmaceutical reps, printers, plumbers, painters, and publishers Q is for Quilters and quality control specialists R is for RVs, relocation services, restaurants, and Realtors S is for Stagers, schools, siding contractors, and seniors T is for Teachers, tax accountants, theater productions, and trade shows U is for U.S. Army, upholsterers, and utility companies V is for Vending, vocational, veterinarians, and video equipment W is for welders, wine collectors, wholesalers, and wedding planners X is for X-ray laboratories and Xerox machines Y is for Youth organizations and yoga studios Z is for Zoos and all businesses in your ZIP code

Making NOISE at your self-storage facility to attract customers

2008-10-25T03:44:00.000-07:00

originally appeared http://www.selfstoragenow.com/JulAug07/MakeSomeNoise.html

NOISE

Make some N.O.I.S.E at your business

To really make "noise" and attract attention from your community, adopt these practices:

N is for Neighbors

Introduce yourself to your business neighbors. You may be missing our on sales or partnerships opportunities by not introducing yourself to the owner of the local bakery, shipping and packing store, or coffee shop. Who better to refer customers to you than the business next door? Perhaps they will have a storage need in the near future. You definitely want to break into their circle of influence, and develop a strategical alliance. The more visible you become the easier it is for them to refer business to you. Know your immediate surroundings. Walk into the neighboring office with a giving attitude and see if you can be of assistance.

O is for OUTSIDE

Remember that marketing is an action verb. The age old strategy of hitting the streets and going door to door works! Of course, your will hear "NO" more often than you hear "YES", but that is the name of the game. The numbers eventually work out, and you never know where the next relationship will take you.

I is for INSIDE

Don't forget the focus on the customers inside of your business. Who is a better referral source for you, then people already using your product. They trust you. They spend time, energy and money with you. They want to help you and bring you business.

Your customer base is a true referral gold mine, which can continued to be tapped, and massaged. This too requires getting out of the office, walking the property and getting involved with your customers.

S is for Sales.

Do some reading on sales, and personal relationship skills. Find out your weakest and strongest points, and improve. You should be consciously varying your sales approach for different groups, singles mothers, sports teams, commercial customers.

ASK FOR THE SALE.

Do you want to pay cash or credit for that? Would you like a large box? A milkshake?

Create a sense of urgency, make a personal connections, get a valid copy of an email or driver's license. Follow up!

E is for Educate

Continue to educate yourself about your industry, environment, community and competition. Information is powerful. Educate your customers or potential customers on why they should choose you.

Follow the NOISE principal and use it daily.

The ART of the THANK YOU NOTE

2008-10-21T17:14:00.000-07:00

The written word is sweet, damaging, helpful, and misleading, but it can also be genuine, trusting, thankful and honest. Our word is all we got. It is how we communicate. Tell stories, pass information, give complaints or breathe thanks.

Remember words can hurt or help, so why not spend each day, or week, writing a few choice words to that special business customer you have obtained through grass roots marketing, or your best referral source, or District Manager, or local editor of the newspaper, or assistant manager's wife, or local Chamber of Commerce Rep, or Realtor, UPS man, pizza guy, newspaper delivery boy.

I was a newspaper delivery boy for years before and after school, and my hands hand ink on them, my Sony Walkman had ink on it, my handlebars of my gray diamond back bicycle on ink on it, and much later my mother's tan minivan which i used to transport hundreds of papers had ink on them, but the INK that struck me the hardest and that is still tattooed on my brain is the ink of thank you notes from customers, sometimes with a little cash. But I could feel their words and hear their words when i read their cards.

I still keep thank you cards in my business now, and have created an album for customers to look through, while I'm on the phone.

I also took my mother's advice and would hand write thank you notes to all my customers, aunts and uncles, and now business contacts

It is fun.
It gets you noticed.
It is sincere.

I recently wrote a thank you note to the paperboy who delivers a morning paper to our storage facility and put $10.00 in there. They came back and rented a unit 6 months later.

The power of the written word.

jrw

make some noise at your storage facility

Business is all about the people and relationships

2008-10-21T02:21:00.000-07:00

My business I manage is 3.5 years young, and I'm convinced with each day that goes by, that the business, would be nothing without the customers. I believe we exist for the customers.

Although, sometimes it is hard to find the balance between...customer service and being the liason for the corporate office, but that is where people skills come into play. I also believe with the more experience I have, and the more situations I endure, the more confidence I will have in handling business situations they may present themselves on a daily basis.

Just like any relationship. The 1st year you have to breach the subject about who's house you are going to for Thanksgiving, but as each year goes by hopefully you have found a comprimise, and can come to anticipate situations presenting themselves.

Again, the longer I'm in the storage business. I believe it is more and more about the people I encounter, the relationships I build, the community,and my local chamber of commerce and rotary club.

It does not matter what business I was running, self-storage, coffee shop, T-shirt stand, it is not about the item I am selling, but the people in my community, and my relationships with them.

Relationships take work, they can go up and down like the economy, and sometimes have to be fixed, or jump started, but they are all we really have.

I encourage you to look to your local community, chamber of commerce, business networking group, or rotary club, and say..."What can I do for the group?"

jrw

2008-10-19T17:07:00.000-07:00

NOISE
Make some NOISE at your facility with Grass Roots Marketing!

To really make “noise” and attract attention from your community, adopt these practices:

N is for Neighbors। Introduce yourself to your business neighbors। You might be missing out on sales opportunities by not introducing yourself to the owner of the nearby bakery. Who better to refer customers to you than the business next door? Perhaps they’ll have a storage need you can take care of in the future. You want to break into their circle of contacts, so you must become visible to them. Know your immediate surroundings. Walk into the offices next to you, introduce yourself, and ask if you can be of assistance.

O is for Outside. Remember that marketing is an action verb. The age-old strategy of hitting the streets and going door to door works!
Of course, you’ll hear “no” more often than “yes”, but that’s the way it works। The numbers work out eventually, and you never know whom you may meet। I is for Inside।Don’t forget to focus on the customers inside your facility. Who is a better resource for you than current customers who know and use your product? Your customer base is a true referral goldmine. Tap into it and set up a dynamic referral program. This, too, requires getting out of the office. Walk the property to get to know your customers, their needs, their businesses, and what is going on in your community.

Doing some reading on sales techniques will help you see what you are best at and weakest at।

You should be consciously varying your sales approach for different groups, such as single mothers, commercial customers, or soldiers. Regardless of which approach you use, ask for the sale. “Do you want to pay for that with a credit card or cash?” is a simple question to ask. “Would you like to rent it today?” and “Can we move you in right away?” also work. Create a sense of urgency. At the least, get a phone number and follow up the next day.E is for Educate. Continue to educate yourself about your competition, your industry, and your surroundings. Information is powerful. Educate your customers about self-storage, what your competitors offer, and why they should choose your facility.
JRW

Marketing and Motivating both start with "M"

2008-10-19T12:17:00.000-07:00

The letter "M". It is basically the "M"iddle of the alphabet, and easy sound, and delicious letter, but when it comes to motivating your troops sometimes you have to yell "move it!". I'm convinced in my 4.5 years of running a small business, that it is no coincidence that marketing and motivating, both start with the letter "M". Whether, you are motivating your customer base to bring you more referrals, motivating your managers to market the business, or your sales reps to do 5 more cold calls or "pop ins." I'm convinced you can substitute the word motivating for marketing in a businesses today. Let's market to 5 business within a 2 mile radius today to let them know we exist, and are interest in slowly building relationships, or lets motivate 5 businesses today, within a 2 mile radius to visit us during their lunch break, and take a tour of our location.

Marketing is motivating your current customers to bring you more business.
Marketing is motivating your potential customers to come to you for their needs.
Often they don't know they have this "need" until you introduce yourself to them, and point it out in a very subtle charming way, as we sales people do. Remember we create and maintain relationships on a daily basis, and pay attention to people and our surroundings. Situational awareness.

I remember basketball camp in Carisle PA, in the late 80's early 90's with Jeff Lebo, Billy Owens, and his father Coach Dave Lebo, at Dickinson College, I will never forget Jeff Leo said he would shoot, and make in a row 25-50 foul shots, before he would go home after practice, and also shoot before school in the morning. He strongly believed if HE wasn't practicing someones was, and ONE day they were going to meet and play "one on one", and they would beat him.

Hmmm.

If I'm not marketing my business, service, or product, then someone else is motivating or marketing my customer base, and one day they are going to NEED what I got, but go to the competition.

Thanks Coach lebo, for teaching me to "MOVE without the Ball."

make some noise at your business

jrw

marketing versus dieting

2008-07-15T18:48:00.000-07:00

so everyone wants a quick fix, you know, instant gratification, put a dollar in, and get a product in the time it takes to receive a text message, but there is no quick fix in spirituality, life, relationships, exercise, diets and marketing your business in these tough economic times.

Marketing is motivating a potential customer or consumer to purchase your item. Dale Carniege says the only way to get anyone to do anything is to make them WANT to do it. Motivate. Hit a need. Excite them. You can't force them, and you will break plastic if you force to hard. We humans have wants, needs, and fears, we need proper motivation.

There is no quick fix in small business marketing. One can't wake up and eat blueberries and run two miles, do yoga, and make 5 cold calls, then do nothing for 5 days. One must create an action plan, business plan, or exercise plan, and do it daily. It is a life style church. It feels good to go to church once a year on Christmas and show off your new clothes, but those who go each Sunday, and know everyone's name have follow into a lifestyle. The same with marketing, one has to change on the inside first, their thoughts and ideas, then their actions, and write things down, and realize they are representing their business on a day to day basis wherever they go.

Become Aware.
Ask for help
Try new things
Keep notes, documents
Do what works
track it
send thank you notes to customers and potential clients
take one step forward each day
attact customer to you with law of attraction
ask for referals

There is no quick fix, or diet, or relationship tricks, or get rich schemes. There is a lifestyle that starts on the "inside" and then your outer relationships will start to develop. Change the way you think, and the thoughts running through your head, and write down what you want to accomplish for the day.

There is no magic potion.

Just do it.

Make some noise.

jrw