“Oh.. You’re here to sell me something? Yea.. I’m not interested” you hear as the door closes in your face. You continue to wear a smile of fortitude as you hustle to the next house to deliver your sales presentation—another door slams. Feet and knees aching, but motivated by a strong sense of purpose, you continue to grind from house to house. You knock—no answer. You take notice of a faded sticker in the window as you knock again—nothing. As you turn to leave, a familiar creaking sound halts your movement as the door opens behind you. This time, it’s not quickly closed. Instead, you are politely welcomed inside to sit at the kitchen table and present your offer—this time, a home is protected. You shake the homeowner’s hand as you leave, but your day is not complete, rather you hit the streets to protect another home; and the cycle repeats. This is just an average day as a home security D2D sales professional. It’s a grind, but the reward is real.

D2D sales, or door to door sales, can be one of the hardest ways to sell, both physically and mentally. At the same time, there’s zero lead cost, so there’s potential for anyone to make a lot of money. Sure, there are negative connotations that come with D2D sales, but if you have a great product, great service, and a great company backing you, then what’s the worry?

In D2D sales, every lead is a “cold lead”, so it’s kind of like a cold call. A lot of well known salespeople began their careers selling door to door or over the phone—and many of them still do! I myself started in telesales, selling home security. I’m a firm believer that if you want to succeed in life, you need to work a cold calling sales position. And if you want to achieve even more, put both on your resume.

D2D Sales, the Other Kind of Cold Calling

Cold calling… to some, it’s their worst nightmare. So many fear this part of the game. However, just because you’re cold calling doesn’t mean the person on the other end won’t buy, it just means they weren’t expecting you. Learning how to succeed in sales and mastering the art of the cold call go hand in hand. Cold calling teaches you important life skills like discipline and the ability to handle rejection. For that, cold calling experience is always highly sought for on any sales resume.

So let’s talk about what I consider the other kind of cold calling: D2D sales. Just like making outbound dials to cold leads, when you hit the streets selling door to door, every single door you knock is essentially a “cold call”. You have no idea if that person will answer the door, or how they’ll even react to you. That makes D2D sales and telesales similar, but they are still two different animals.

Anyone who has ever made outbound sales calls has had someone hang up on them mid-sentence. It’s just the nature of the game. In telesales, what do you do? You just hang up the phone and dial the next number—it’s simple. Now, imagine instead you’re standing face to face with someone, and mid-conversation they just decide to slam the door in your face (it happens). Over the phone, it’s easy to just move on, but face to face, it can be brutal and crush your morale.

A D2D sales position forces you into uncomfortable situations. This in turn teaches you how to help people feel relaxed when things get awkward. To set yourself up for real success, and give yourself the best opportunity to learn and grow, there are several traits that you’ll need to have.

Door to Door Sales Tips – 4 Traits You Need to Succeed


Self-discipline is an acquired skill. You aren’t born disciplined, rather you become disciplined through the actions that you take. But, what does it mean to be disciplined? It means that you work smart, hard, and hold yourself to a higher standard. To be disciplined means that you back up what you say through your actions.

“Sometimes, you have to do the stuff you don’t want to do, so you can do the stuff you do want to do—that’s discipline.”

In D2D sales, discipline is the holy grail. Knocking on doors is hard, and let’s face it, sometimes it sucks. Self-discipline is crucial—it keeps you knocking. Every day, you need to wake up early, ready to grind, and have the willingness to knock on sometimes over 100 doors before you get your first sale. Quitting is easy, but having the discipline to keep going is what sets the great D2D sales professionals apart from the average ones.


Having integrity means that what you do is guided by moral principles. Having integrity in D2D sales means that what you’re doing—matches why you do it. Do the right thing, even when no one’s watching. As a home security salesperson, an alarm dealer, you’re providing people with peace of mind.

“Having integrity in the way that you sell means WHAT you do matches WHY you do it.”

You’re helping to protect a home, which is a great thing to do. At the same time, you want the sale because that’s how you provide for your own family, but you should always have integrity as a salesperson. Remember it’s not always about just closing the deal at the most profitable price for you. Make sure you’re providing a system with the level of protection that’s right for your customer.

One thing that people just naturally fear about D2D salespeople is that someone is somehow going to be taken advantage of. That gives salespeople a bad name. Sell with integrity, and your customers will love you—and so will their neighbors when you come knocking.


This is probably one of the most recognizable traits of great salespeople. Not only is accountability a pinnacle of ANY sales position, but you need to have a mastery of it to do well in D2D. One of the challenges that comes with door knocking is that you’re by yourself the entire time. So, who is going to hold you to that promise you made to knock for eight hours today? What about that guarantee that you were going to protect at least five homes this week?

“The most powerful thing you can do, is have the mindfulness to hold yourself accountable—even when you fail.”

The only person that can hold you accountable—is you. Let’s discuss some ways you can demonstrate accountability, and hone it as a trait:

  • Define your goals, and write them down
  • Set milestones along the way
  • Own up to your mistakes
  • Don’t make excuses


Loyalty is so important when it comes to your customers. Creating loyal customers means more revenue for you, more repeat business and upsells, and more referrals. If you’re a strong salesperson, your customers are always your biggest advocates. This is no different in D2D sales. Stay loyal to your customers, and they will do the same for you.

“Loyalty means trust, and people will buy trust over any product in the world.”

Loyalty to your customers, to your products, and to your brand reflects back on you during every sales presentation. The way you demonstrate loyalty to your customers is by being honest and following through on your promises. For example: if you give your customers your personal phone number and ask them to call you any time they have an issue, you better be prepared to take that phone call at 11:00 p.m.—that inspires loyalty!

Loyalty to your products means that you are sold on what you sell! Of course you can work with multiple partners and offer different products, but show your customers how loyal you are to the brands you sell, and they will trust you. Lastly, be loyal to your brand, stand behind your purpose, and remember why you do what you do!

How to Sell Door to Door – Basic Tips

Maybe you’re a D2D sales expert, or maybe you’re just getting into the game. Either way, check out these basic door to door sales techniques that will help you maximize efficiency and sell more when at the door.

Have Proper Licensing

You can learn about most township licensing requirements just by doing a simple web search. Nearly every township has restrictions on the hours and days you can knock, and many need specific licenses—but not all! Be aware of the licenses you need, if any, before you start knocking.

Know Your Route

Know where you’re going! So often people think that they’re just going to go out and start banging on doors, but they haven’t planned their route yet. The last thing you want to do when you’re in the field is take a break to plan where you’re going to go next. You’ll lose momentum! Figure out the zone, the neighborhood, and which paths you’re going to take before you hit the streets.

Check out this great tool for mapping your D2D sales route.

Knock Twice

When I say knock twice, I don’t mean just knock on the door two times. I mean knock… wait 30 seconds… then knock again. People are often busy or preoccupied. Also keep in mind, they aren’t waiting for you to come knock on their door. This small and simple trick will maximize your reach and help you spend more time pitching and less time walking from house to house.

Give a Powerful Introduction

Now that you have someone in front of you, you need to take advantage of the opportunity. The best way to do this is by having a lights-out presentation! Know what you’re going to say before you say it, but tailor your presentation to the person you’re pitching. One short and simple trick: Say your name first, before your company name; this will help you establish a relationship early.

Make a Friend First, then Make the Sale

The great thing about D2D sales is that face-to-face communication offers the best opportunity to create a real, and personal connection with your customer. That’s exactly why you say your name before you say your company’s name; you’re making a friend first! If you make an effort to make a friend—even if that person doesn’t buy—you will have an “in” with the rest of the neighbors because this person trusts you!

Continuing to Develop Your Door to Door Mastery

Developing your door to door mastery is a never ending journey. You should always be looking for ways that you can continue to grow as a salesman; and as an individual.

Set S.M.A.R.T. Goals

Goals are your roadmap to success. If you want to succeed in D2D sales, you need to have a plan of action. Top rated home security alarm dealers set S.M.A.R.T. goals—this technique works well for any sales position. S.M.A.R.T. goals ensure that your goals are specific, measurable through milestones, and have a definitive end. They are attainable and within reach, relevant to your business, and bound by time. Don’t just set goals, crush them.


Your script is your sword, and your rebuttals are your shield. The script helps you keep your presentation sales oriented, moving in the direction of the close. Your rebuttals help you steer the conversation back to your sales presentation. You need to have a mastery of both to make the most out of every selling opportunity.

Some people fear selling with a script, but the reason they don’t do it is because they haven’t practiced it enough to develop a mastery—and make it their own. Depending on the length of your script, you should read it out loud anywhere from 60 to 100 times to hone a lights-out presentation.

Learn, Teach, and Grow

We are always hungry for more; more opportunities, more sales, more growth. The way you satisfy that need for more is by adopting a learn, teach, and grow mentality.

33% of your time should be spent learning something new

There are tons of D2D sales resources available. One of the best ways to build your sales repertoire is to read books written by other sales greats. Here are some great reads to get you started:

The Little Red Book of Selling by Jeffrey Gitomer
The Psychology of Selling by Brian Tracy
How to Win Friends & Influence People by Dale Carnegie
Secrets of Closing the Sale by Zig Ziglar
The 10x Rule by Grant Cardone

You should also contact your alarm dealer program to see what resources they can offer you.

33% of your time should be spent applying what you’ve learned

Now that you know how to sell door to door, it’s time to get knocking. You never know if you are ready to start selling until you actually go out and do it. It’s good to fail—failing teaches you what you need to grow. Take the knowledge you’ve gained from your dealer program and the books you’ve read, and apply it to the real world!

33% of your time should be spent teaching someone what you’ve learned

Have you ever thought you had a strong understanding of a subject until you had to sit down and actually explain it? Then it turns out you don’t really know what you’re talking about. This happens all the time! That’s why it’s important to spend time teaching, mentoring, someone else. That person will ask you questions that you may not know the answer to—this presents the opportunity for more learning, and more growth.

Wrapping Up

Many of the all-time sales greats have started their careers in D2D sales. It’s straightforward, there’s no lead cost, and you can make a ton of money doing it. As a home security sales professional, it’s one of the best ways to sell. Think about it. Where do you make important decisions about your home? At home! So, there’s really no better opportunity to build a personalized system than being able to do a walkthrough of a potential customers’ home.

While D2D sales is one of the foundational ways to sell, it can be grueling. There are traits that you just need to have, or need to develop. Self-discipline keeps you knocking when times are tough. Integrity gives purpose and meaning to each door you knock; each home you protect. Accountability binds you to the goals you set and keeps you urgent. Loyalty to your customers, to your products, and to your brand leads to more revenue, more upsells, and more repeat customers.

Next Steps…

You need to keep honing your skills. Do your best to stay up-to-date with industry news, so that you can ensure that you are offering the best products and services available. Build your sales knowledge base through books and resources from your dealer program. And finally, spend the same amount of your time learning, as you spend doing, as you spend teaching. That’s how you truly grow as a salesperson.

Lastly, get out and start knocking. At the end of the day, if it doesn’t work out, you can always knock on the neighbor’s door. That’s the beauty of D2D sales, the other kind of cold calling.

Home security sales has evolved. You’re no longer just closing deals, you’re running a business. We’ve transformed our dealer program to drive your success as an entrepreneur. See how the strength of the Alliance Security Dealer Program can help you reach your goals. 


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