Power Play: Growth Through Manager Training & Association Membership

The self-storage industry has always been resilient, adapting to economic swings, shifting customer expectations, and evolving technology. But as the industry grows more competitive, operators are recognizing a truth that other sectors have long embraced: well-trained managers are the backbone of success. In an environment where customer service, compliance, and efficiency can make or break a business, training is no longer optional—it’s essential.

At the same time, state self-storage associations are stepping up with resources that give operators, especially smaller ones, a fighting chance to compete at a high level. From legal tools to educational programs, association membership provides tangible benefits that directly impact a facility’s bottom line. Taken together, manager training and active association involvement create a powerful combination that positions operators to thrive in today’s market.

Why Manager Training Matters

Self-storage managers wear many hats. They’re customer service representatives, compliance officers, marketers, bookkeepers, and problem-solvers—often all in the same day. Without proper training, even the most motivated employees can struggle to juggle these responsibilities.

A structured training program helps employees gain confidence, reduces costly mistakes, and sets clear expectations. For new hires, training shortens the learning curve and builds consistency across locations. For existing staff, it keeps skills sharp and ensures compliance with evolving laws and industry standards.

Training also directly impacts customer satisfaction. Tenants often select facilities based not only on price or location, but on how they’re treated when they call, walk in, or need assistance. A knowledgeable, well-trained manager can turn a potential one-time renter into a long-term tenant. In an industry where occupancy and retention drive profitability, that makes training an investment with measurable returns.

Modern Training Solutions

The challenge for many operators, particularly smaller ones, is finding the time and resources to train effectively. Few have the staff or budget to dedicate to in-person workshops or extended onboarding programs. That’s why online training solutions are gaining popularity across the country.

Video-based training platforms are designed with flexibility in mind. Employees can watch short modules on core topics—such as daily operations, lien law compliance, or customer service skills—without leaving the facility understaffed. Many programs keep lessons under 20 minutes, understanding that managers often need to pause and assist customers before resuming. To reinforce learning, quizzes follow each video, ensuring that key points are absorbed and understood.

This approach reflects the realities of self-storage. Training doesn’t happen in a vacuum—it happens in real time, between phone calls, walk-ins, and daily tasks. Online training allows employees to balance learning with customer care, creating a practical and effective solution for operators of all sizes.

The Critical Role of Legal Education

One area where training is especially vital is lien law compliance. Every state has its own regulations, and mistakes can lead to lawsuits, lost revenue, or reputational damage. Comprehensive lien law training ensures managers understand timelines, notices, and procedures, protecting both the facility and its tenants.

Unlike general customer service topics, lien law training often requires deeper dives. That’s why many online programs dedicate longer modules to this subject, ensuring that managers grasp the nuances of compliance. By investing in legal education, operators safeguard their businesses from costly errors while demonstrating professionalism and fairness to tenants.

Associations as Partners in Success

State self-storage associations play an essential role in supporting operators. While national organizations provide broad advocacy and research, state associations focus on the unique legal, economic, and operational realities of their regions.

Membership often comes with benefits that go beyond networking. Many associations provide:

• State-specific lease agreements, updated regularly to reflect current laws.

• Educational resources, including webinars, certification programs, and industry guides.

• Advocacy at the state level, ensuring the industry’s voice is heard on legislative and regulatory issues.

• Discounts and vendor partnerships, helping members save money on products and services.
  
  

For smaller operators, these benefits are especially valuable. Access to a professionally drafted lease, for example, can save thousands in legal fees while reducing liability. Webinars and training opportunities bring expertise directly to members who might otherwise miss out on industry best practices. And advocacy ensures that the concerns of self-storage owners are represented in state capitols, where decisions can significantly affect operations.

Membership as a Competitive Advantage

Joining a state association isn’t just about receiving benefits—it’s about gaining an edge in a competitive marketplace. Operators who are active in their associations are often more informed about legislative changes, market trends, and operational innovations. They gain access to a community of peers who can share insights, solutions, and encouragement.

Membership also signals professionalism. Customers may not always know which facilities are association members, but vendors, lenders, and industry partners do. Being part of a respected association shows that an operator is serious about running their business the right way, with compliance, ethics, and quality in mind.

Supporting Smaller Operators

The benefits of manager training and association membership are perhaps most impactful for smaller operators. Larger chains often have corporate training departments and in-house legal counsel; smaller businesses rarely do. By leveraging association resources, small operators can access tools and expertise that level the playing field.

Online manager training, for instance, helps owners ensure that even a single employee receives consistent, professional education. State association leases and legal updates give them the same legal protections as larger competitors. Together, these resources help smaller operators compete effectively while maintaining the personalized service that often sets them apart.

Looking Ahead

The self-storage industry is only becoming more complex. Customer expectations are rising, legal environments are shifting, and competition is intensifying. Operators who invest in their managers and engage with their state associations are better positioned to meet these challenges.

Manager training builds strong, confident employees who can handle the demands of daily operations while providing excellent customer service. Association membership delivers the tools, education, and advocacy that no single operator could secure alone. Together, they form a foundation for long-term success.

For operators considering the next step in strengthening their businesses, the message is clear: don’t go it alone. Invest in training, join your state association, and take advantage of the resources available. In a competitive and evolving industry, these choices can make the difference between simply managing and truly thriving.

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Mary Ellen Brown is President of the Alabama Self Storage Association, former President of the Illinois Self Storage Association, a published author and owner/operator of a dozen storage facilities across five states. She also leads the Midway Chamber of Commerce in Chicago, IL where she lives, and is a passionate advocate for continuing education for small business owners and their teams.