Door-to-door selling is well known to be the most difficult marketing activity. So it’s not surprising that it has lost its shine in recent times. Yet this prospecting technique is coming back in force. It has many benefits and can be very profitable, provided certain strategies are mastered.
Door-to-door selling does not require any files, email or postal broadcasts, nor telephone communications related to making appointments. In addition, since it is usually limited to one area per day, travel costs are limited. This sales technique is therefore very economical.
In addition, meeting a prospect in person is always more interesting than talking to him on the phone. You get a wealth of information while evaluating the potential of the prospect. For example, if you sell to businesses, the condition of the premises, the environment and the workplace atmosphere will speak for themselves. For an individual, the exterior and the interior of the dwelling will give you an idea of the prospect’s income and tastes.
Finally – and this is a significant advantage – it is easier to cross the barrier at reception by going on the spot.
1. Be prepared!
First decide the geographical area where you will focus on. Choose a district that matches your target and activities, whether you are aiming for individuals or businesses.
Create a prospect file in which you record all the information you glean from your visits (prospect name, contact details, days and times there, stage at which you stopped, etc.), including what you noticed by observation. You can also record the information you have collected on a dictation recorder, then transcribe it when you return home. This document will make it easier when you follow up.
2. Maximize!
To save time, avoid driving for miles, and rather focus on a few streets where you visit every building. For those with several floors, start at the top and work down. You will be less tired.
Don’t waste time talking too long or wandering off topic, although a little small talk can help make contact with a prospect. Don’t forget your goal is to make as many contacts as possible and make an appointment with the decision-maker, once the needs are known.
3. In the field
Introduce yourself: learn your presentation speech by heart, like a good actor does with his script. For example: Hello, I am Franck from the X company. I’m in your neighbourhood today to let you know about an exceptional offer for installing windows. I would like to show it to you.
Get the attention of the person you are speaking to with a determined tone. Put the emphasis on keywords such as service, good investment or inexpensive. With experience, you will be able to quickly identify the potential of customers.
Then motion with your hand to the inside of the house (or office) to encourage the person to let you in. If you sell to businesses, you will often face a barrier at the receptionist before being able to reach the decision-maker. To get through, try the following technique: “I’m taking the opportunity of an appointment with one of my customers in this building to visit you.” Then ask to meet your contact.
4. Persuade!
Once the person allows you to enter their home (or office) and gives you a little time, the selling phase begins.
The steps are then the same as those of the classic sale (discovery, pre-closing, presentation of the company, pitch, closing, patronage).
5. How to cope with rejection
Of course, you will often face rejection. It’s the very nature of door-to-door selling. Don’t leave right away, but insist and try at least to set a later appointment with the customer and, especially, to get his contact details.
6. Leave your card
If you did not get an interview, ask the person at reception when it would be best to contact the target. Then, write on your business card a note like: “I was not able to meet you when I passed by, so I will call you on…” Leave your card with the receptionist, saying that you are counting on her to pass it on.
7. Follow-up
With the information collected in your file, you will be able to follow up easily. Call or visit again to see your prospects regularly.
In all cases, the key word in door-to-door selling is perseverance! Good luck!