No matter the size of your facility, technology has both tangible and intangible benefits that will help you make money and produce the results your customers deserve. A precisely outlined technological plan affects the culture, efficiency and relationships of your business. In today’s storage world, it is necessary for employees to interact with tenants quickly and clearly. When customers use technology to interact with a business, the business benefits because better communication creates a stronger public image. In the past few years self storage has seen an exponential growth in technology. This article will help you understand a new way of looking at technology that could prove both profitable and sustainable.
Technology is here to stay. The sooner you understand that the better. Tech isn’t something that you should shy away from. Technology is an action verb, it evolves. Tech changes so much that business have departments dedicated just to that. You need to understand that technology will bring you more revenue. It is critical that you understand how and when to implement it. If not, you might be paying for technology that will give you little to no return.
How tech benefits your daily operations
The purpose of technology is to help productivity and to assist workflow. For storage the goal is to make operations run smoother and to eliminate “busy work” and increase revenue. By taking advantage of technology you can free up that time for managers and employees to work on projects to help move your business forward.
Look at your daily operations and see what tasks you can make easier with technology. For example, we contact tenants 3 times before they are over locked. In our previous software emailing large number of people wasn’t easy, so we called them. It was an enormous waste of time. In a typical day we would devote at least 2 hours to the task list. After researching other storage software we realized there were better products to suit our business need. The technology in our current software allows us to send reminders via email with one click. A task that took 2 hours can now be done in less than 5 minutes. Do your research and look at various opportunities for technology in your self-storage business. I cringe when I hear someone use the excuse “this is how we have always done it,” or “my people can’t do that.” If that is your mentality, you are missing out on some wonderful opportunities at your disposal. Encourage your staff to look at what the industry has to offer. Continually challenge your thinking on your processes.
What is the right criterion for choosing technology?
The tech industry refers to the concepts “bleeding edge” and “cutting edge.” Bleeding edge technology is a brand new technology that hasn’t been widely tested and perfected on a large scale. It’s referred to as bleeding edge because if you jump in with both feet, be prepared to lose some blood. Often the blood is in the form of technology not working as promised, patches and countless bugs. Many times operators are caught up with the idea of technology for the sake of technology. Remember this is not a new phone upgrade. You are potentially spending a lot of money on something that is unproven and may not even be necessary. Save “cool” tech for your phone, not your business.
The second concept is “cutting edge.” Cutting edge is bleeding edge that has had some time to be test and improved. It has been out for clients to use. Most of the bugs have been changed and tested. It’s still not bullet proof but if you are interested in new tech this might be the category for you.
I would like to introduce to a third category I call the “rubber edge.” The rubber edge takes its name from the idiom “where the rubber hits the road.” This is something that is used every single day. It is something you can rely on, it is something that has been tested and it is something that helps move your business along. The rubber edge is not tech for the sake of tech. It is what works for you and helps you in your daily operations to generate more revenue.
A rubber edge point of view means that you have a clear path of where you want your business to head and how you want technology to support your business goals. For example, I am currently writing this article on a 3rd generation tablet. I knew I wanted a certain amount of RAM and memory. The first two generations failed to provide that. The 3rd generation was perfect for my needs. Of course now there is a more updated versions, but I knew what I wanted and I am happy with I have.
What are the criteria for choosing a rubber edge technology?
1- Ask yourself “am I just adding technology for the sake of technology?” What is your motivation for purchasing the newest technology? Are you a person that needs to upgrade your phone because they have a new color? That’s okay if you are. However, remember your decision in business is more important than just a new phone. You have employees and tenants that depend on you to make good decisions for their benefit. Don’t let your need for the latest and greatest cloud your judgment for business technology.
2- Know your audience – If you have a facility in a small town where people still don’t lock their doors, you might have a different need from a facility in major city. When you understand who your general audience is you can use tested technology when needed.
3- Is it worth it in the end? This is an extremely important point. If you decide to change to a new system or add some additional technology you need to know what the return is. Are you doing something that will increase your revenue? Keep in mind that switching to an operating system that takes less time to process accounts is increasing your revenue. As previously stated your staff will have increased time to work on projects to move your business forward.
4- Are you taking full advantage of what you currently have? If you are not using your current tech to the extent of its ability you are missing out. Most companies have manuals and webinars for you to learn more about their products. If all else fails contact their sales rep and ask to be put in contact with someone who will help you explore your options.
If you remember the rubber edge criteria when choosing technology you will always have a well thought out tech plan. Embrace what is out there and challenge your current thinking. The world of technology has come to self storage. Enjoy it and profit from what it has to offer.
By Rick Beal
Rick Beal is part owner of Cubes Self Storage. He’s involved in the company’s leadership, marketing, planning and training. Rick resides in Salt Lake City Utah and is a board member of the Utah Self Storage Association. He’s motto is “storage is a business of inches not miles.”
Cubes Self Storage – Salt Lake City, USA.