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Bring Passion to What You Do for a Winning Formula

Mar 22, 2013

by Brom Hoban, TSSA Director of Communications

What makes your self-storage facility any different from the rest? How about passion for what you do?

Whatever it is you do, do it with all your heart. I recently spent time in California’s southern area, which has extensive desert. While there, I decided to take a Jeep tour. Like any customer shopping for a service (like self storage, for example) I did a little research into various Jeep tour companies.

I ended up choosing one which had good photos and descriptions on their website, and a decent price to boot, though it perhaps lacked the glamour of some of its competitors.

However, the next morning (the day of the Jeep tour) it was close to a two hour drive from where I was staying, and I was beginning to feel reluctant to drive way out into a remote area of the desert and spend five hours rumbling through terrain that resembled a moonscape.

But the arrangement had been made, so I loaded into the car with my wife and teenage daughter and headed for the vast reaches of the Anza- Borrego Desert State Park.

The closer we got, the greater my reservations were. There was nothing out here except dry brown mountains and desert scrub.

Arriving at the Jeep tour site, I was greeted by owner Joe Raffeto, who looked a bit like Indiana Jones. There was something about Raffeto’s demeanor that immediately set me at ease- he seemed like he might be up to the task of providing us with a good experience.

He started off by gathering the group (a dozen of us were booked for the tour) and using a large topographical map to point out the highlights of what we were to see. Next, he loaded up his genuine-issue vintage 10-wheel drive military Jeep (also straight out of Indiana Jones) with provisions, and we clambered aboard.

Raffeto took us deep into the desert, periodically stopping to let us out so he could explain what we were seeing. He turned out to be an encyclopedic fount of knowledge, enlightening us on everything from the shifting tectonic plates to the amazing adaptability of the desert flora around us to the staggering view of the mountains- stretching clear to Mexico. 

After hiking up into a desert canyon, we stopped in the shade of the canyon walls for a picnic lunch. By then, Raffeto had totally won me over. I wouldn’t trade his Jeep tour for all the others combined.

He had single-handedly brought the desert to life. It was obvious he had a deep passion for the desert itself as well as for what he was doing.

And that’s what made all the difference.

Your self-storage facility may not have all the special features of some of your competitors, but if you offer your services, and bring passion to what you do when interacting with your customers, you’ll have a winning formula!

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