SSAA| International Women’s Day Series
‘From strength-to-strength’ is the phrase often used to describe the movement of our thriving industry, but this consistent demonstration of excellence must be attributed to the individuals who are putting in the hard work day in and day out to make self storage what it is today. With 8 March 2023 marking International Women’s Day, the SSAA wanted to share words of wisdom from some of our powerhouse women who have contributed to industry with dedication and are building a legacy for the generations to come.
A common theme that emerged when interviewing our guest contributors was the collegiality demonstrated across industry and the willingness of others to share their knowledge and expertise with those wanting to grow in their careers. In keeping with the spirit of industry, our SSAA women in the spotlight have shared some of their top tips for those starting out in self storage.
Build your network and ask questions
Apryl Hawker, Stax of Storage manager and SSAA Manager of the Year 2022 award recipient, acknowledged the merit in gleaning knowledge from those who have gone before, stating, “Don’t be afraid to ask questions. The industry is full of people willing to share knowledge. From suppliers and front-end staff through to CEOs, the ability to build networks in this industry is fantastic.”
This was echoed by Suzanne Lasenby, manager of Storage4You in Auckland, who emphasised the value of pursuing excellence in the details, explaining, “I am glad that when I started out in storage knowing absolutely nothing 11 years ago, I learnt from the ground up and from the best. So, my advice would be to spend time learning how to deal with customers face to face, how to move someone in, how to handle delinquent tenants and of course how to properly handle a sell up. To me, you have to walk the walk so you can talk the talk.”
Louise Stokes, Head of Digital at Swift Storage, expressed her gratitude for the openness and support she has received from her industry network, encouraging others to, “Connect with as many people as possible – either through LinkedIn or by attending association events. You never know what kind of valuable information or connections you’ll be able to gain! Attend conferences, read blogs and reports and follow industry leaders on social media.”
Carolyn Provera of Griffith Self Storage reflected on advice she had received in 1994 from Barbara Hart, the SSAA secretary at the time. “Become a member of the Self Storage Association and get yourself off to the next SSAA conference. With any business there are risks and it is not easy starting out, so get the right information first and work hard.”
Do the groundwork but trust your skills
Catherine Moyle, Marketing Manager for Storman, reminds us that confidence is key, sharing, “Be ready to back yourself. Starting new things can be hard – but everyone has to start somewhere. It’s important that you trust in yourself that you have the skills and capability you need in order to learn, grow and strive in this wonderful industry!”
Liz Davies, Chief Executive Officer of Self Storage Australia, describes the self storage industry as a great industry for women, adding that, “The ones who want to learn are very successful. For women starting in self storage, it is important to learn the processes as well as why we do things the way we do. This may help prevent any mistakes or offer solutions.” Liz also provided some excellent advice on customer service, encouraging us to, “Have some fun with the customers and make them feel special. A lot of customers love to talk so learn the balance between empathy and keeping them on track filling out the move in forms and other interactions.”
The significance of customer connections was reiterated by Sonja Becke, National Accounts Manager for VISY Boxes and More, who explained that it is important, “To know your customer and build a strong rapport with an assessment of their needs, as this is the best way to assist your customers as well as your business. Knowing your business is essential to give the customer what they are seeking in an efficient, timely manner for both their self storage space offerings and their merchandise needs.”
Take opportunities and be the change you want to see
For women just starting out in self storage, our guest contributors highlighted that the opportunities across industry are numerous, meaning there is something for everyone. Louise Stokes (Swift Storage) touched on the tangible opportunities available to make a difference across industry, stating that, “By joining this dynamic field, women can not only gain valuable experience and skills, but also contribute to the continued success and innovation of the self storage industry in Australia and New Zealand.”
Caroline Plowman, Chief Executive Officer of National Mini Storage, expressed that there is far more to the self storage industry than meets the eye, sharing, “Self Storage may not seem like a very exciting industry, but honestly every day is different; we all deal with people who have a need for storage due to different circumstances and anyone in the industry can share some very interesting stories with you! Also, the industry may have once been a male dominated industry, but times have changed. Our senior leadership team, for example, consists of five females and only two males and we’re all in our 40’s / 50’s!”
Liz Davies (Self Storage Australia) reminded us to be the change that we want to see in our community, with her message for International Women’s Day being that, “We should all be treated well and have equality of opportunity. Until that day comes, we need men and women to put a spotlight on inequality and condemn the grievous treatment of women and children even in our own community. Not to promote a victim or blame mentality but to recognise those who have resilience, courage and have overcome adversity to become role models in their community.”
Suzanne Lasenby (Storage4You) encouraged us to never neglect the power of kindness and always be well informed. “Always ask for help or advice, be kind, be considerate and have the link to the SSAA legal page handy!”
Stay tuned for part two of our three-part International Women’s Day Series where our guest contributors share stories of women who have inspired them throughout their own journeys!
