How to Remain UPbeat during an ‘Economic DOWNturn’

[This article has been republished from our April 2011 newsletter. To view the full newsletter, log into the Dealer's Area and click "Newsletters."]

One of the many benefits of my job is the opportunity to visit with dealers face to face.

I was recently on a trip and saw a lot of long faces. The economy is down and people are not buying buildings. Dealers were hoping tax returns would translate into building purchases.

When I got back, I received a call from Mike and John Taylor in Wichita Falls, Texas. They had turned their entire inventory in the last week!

“WOW! How did you do that?”

Here’s what they told me:

• They had recently moved and held a grand opening type of celebration.
• They blitzed radio, TV, and the front page of the local Thrifty Nickel.
• They targeted their advertising to those who have been using the self-storage mall for a long time. They emphasized that they could have storage in their backyard and eventually own it.
• They offered no money due now. (It would be due upon receiving the building.)
• They offered hotdogs and sodas on Saturday.
• Sunday, though they did not offer refreshments, they had just as many visitors.

This continued into the following week, and now, their days are spent delivering buildings!

“We heard there were tough economic times, and we decided not to participate,” John said.

What can you do to bring in more customers?