Welcome back to Guerrilla Marketing, our series of posts on unconventional and inexpensive marketing techniques you can use in your business.
Our last post covered what door-knocking is and its advantages as well as disadvantages. In this post, we’re looking at the tools needed for this type of salesmanship (or marketing), as well as tips for preparing before you try door-knocking yourself.
Sales tools for going door to door
You've read the pros and cons and want to knock on some doors? That's awesome!
Just like showing up for a job, you want to have all the tools you'll need at your disposal.
We've compiled a list of the sales tools that will help you make the most of your time.
You should rehearse a sales script before going out into the field. When someone asks a question or says something that throws off your flow—which they will—having a sales script prepared in advance will keep things running smoothly. For door-to-door sales, you don't need to follow your exact script, and you never want to be reading it when you're with a potential customer. Still, it is essential to think through how the conversation could go and rehearse what you'll say. Practicing your script will help boost your confidence when talking to a customer.
You can leave these behind with people who aren't ready to decide at the moment but might want to contact you later if they change their mind. Business cards are cheap and a worthwhile investment if it means someone will remember your company and come back later when they have time (or money) to hire you! Bring a pen so you can write personalized notes on your business cards.
Door hangers are great for getting people's attention. They're also easy to pass out, so if someone isn't home when you drop by, they can still get your message later. Your door hangers should include your services, any promotions, and contact information such as your phone number and website. A door hanger is also a great place to highlight your best work with before and after pictures. A well-designed door hanger lets potential customers see what they would get if they hired you. Make sure you have enough door hangers to leave one at every house you visit.
Coupons and Information Sheets:
Coupons are a great way to make people remember your company by offering them something free or at a discount, especially when speaking with them at the door. Having an information sheet handy can help customers understand even more about your business before they commit to hiring you. You can include coupons and further information on your business card and door hangers, but having separate items helps go the extra mile.
Be ready to quote and schedule work:
You should prepare to make an estimate or a booking on the spot so that you can act fast if you meet someone ready to hire you. Travel with a complete price list with you and a way to take down their information. By collecting their contact information and noting the services they're interested in, you'll know what to send them after you return from knocking on doors. It's also essential to have access to your calendar so that you can give them your availability if they want to schedule work on the spot. If your quoting/booking process isn't mobile, consider ServiceMonster, which lets you run your business from an app. If ServiceMonster isn't suitable for you and you can't find another solution, plan for how you'll handle a customer who's ready to hire you.
Preparing for door-to-door sales
Before going door-to-door, you'll need to prepare. Here are some things to consider:
You'll want to have a clipboard or notepad on hand so you can write down contact information and make notes about your conversation with the customer. Make sure you have plenty of business cards and door hangers on hand. You can get these printed by asking a local printer or ordering them online. Don't forget to bring the tools you need to make an estimate on-site so that you can provide quotes on the spot!
Dress appropriately for the weather and season. Wear comfortable shoes that won't slow you down when making your rounds. Choose something comfortable but professional—jeans and a button-up shirt are perfect for door-to-door sales, so long as they're clean and ironed. Avoid wearing anything too distracting or colorful because it may make people feel uncomfortable about opening their door to you.
Picking a neighborhood:
Choose a neighborhood where people will likely have money and time to spend on your services. Make sure it's an area where people feel comfortable talking with strangers—not a gated or remote community. Choose another neighborhood if you are worried about running into trouble with security guards or police officers. Check the terrain and spacing between houses and find a place where you'll be able to park before going door-to-door to ensure the area is suitable.
Practicing your pitch:
Practicing your pitch is extremely important because it will give you confidence when going out into the field. Practice in front of friends or family members, or practice saying a friendly "Hello" in the mirror before going out—it's crucial that you sound confident and friendly when approaching potential customers.
Be prepared to be turned down:
In these tough economic times, people watch their nickels and dimes more carefully than before, so don't be discouraged if folks turn you down. You're also going to speak with people who aren't interested in your services, and they're going to turn you down too. Don't let that discourage you. Even if they aren't interested, they get the information to make an informed decision later.
If they say yes, great! You've just gained another customer.
You're ready to go!
If you've reached the end, you're ready to take to the sidewalk and start knocking on some doors. Door-to-door salespeople have been traveling to homes or businesses for over 100 years, and it's time to take this time-tested marketing method into the field to book some jobs.
Don't be afraid to get out there and do it; you miss out on business if you don't try it at least once.
Using ServiceMonster for door-to-door campaigns
ServiceMonster can support your door-to-door efforts and help you be more effective in the field. You can start a free trial if you're not currently using ServiceMonster.
Create estimates in the mobile app:
Providing an estimate on the fly is a great way to get a potential customer interested in hiring you. You can make estimates in ServiceMonster Mobile by creating a new order with the "estimate" type and adding the potential customer as an account with the "lead" type. After the estimate is made, you can email it to them. Emailing a potential customer is a great way to get their contact information and send them something they will see after your conversation. Read more about orders on mobile here.
Track leads while knocking on doors:
Even if you don't send an estimate, you can still enter potential customers as leads in the mobile app. Entering them as a lead will make it easy to follow up with them and help you track the success of your door-to-door efforts later. To record a lead:
- Create a new account
- Select the account type "lead" and add door-to-door as the sub-type.
- Add the details of your conversation to the account notes to reference later.
Learn more about creating accounts and managing leads on mobile.
Track the effectiveness of door-to-door sales with promotions:
A big part of going door-to-door is leaving behind door hangers or business cards. It can be challenging to track which customers come to you because of the materials you left behind - but by creating a promotion exclusive to them, you can track those customers. Start by creating a marketing campaign, then create a promotion for the campaign that matches the offer printed on your materials. Tracking promotions will give you an idea of how many people booked after receiving your door hanger. Take this a step further by adding the cost of your door hangers to the campaign as an expense so that you can calculate your total return on the money you spend on door-to-door sales.