As the owner of a self-storage business, I serve people who are undergoing life changes every day. Relocations, divorce, college, and military deployment are just a few reasons someone might benefit from self-storage. Whatever the case, they’re likely tired, stressed, and generally unsettled. The last thing they want to do is slog through a long, confusing sales experience.

These days, the lines are blurred between “our business” and “your problems” in all industries. But what many business owners don’t realize is how easily they can soothe someone’s worries with good customer service — even if they have nothing to do with your business transaction.…