Are you prepped and ready for peak door knocking season? Success this summer comes down to more than just having a comfortable pair of shoes and a great attitude. If you’re looking to make positive progress this summer, instead of going back to the drawing board and changing up your sales presentation, make sure you have the tools you need to succeed.
Marketing material is the most underrated and overlooked aspect of door to door sales teams. Everyone masters product knowledge. Everyone perfects their sales presentation, and everyone spends hours rehearsing rebuttals with their team. However, when it’s time to actually hit the streets and start knocking, most sales teams lack the material they need to maximize their opportunities in the field.
As a door to door home security salesman, most of your production will come from the next few months. It’s door knocking season. Utilizing these basic marketing tools will help you make the most out of it.
Three Marketing Essentials for Door to Door Alarm Sales
There are a few essential marketing necessities that you should always have on hand to maximize your conversions in the field, and you can find them all on the Pinium Dealer Store. You have a limited number of opportunities in door to door sales. There are only so many doors that you can knock on in a single day. If that number is 200 doors, you need to find a way to get the most out of every opportunity.
Not everyone that you speak with will close on the first visit. In fact, often times your best customers won’t even be home the first time you knock. Having the right marketing tools on hand will make sure that you get the most out of every door and ultimately protect more homes this summer.
Door Hangers — Create Opportunities Out of “No Homes”
When it comes to door to door sales, it’s safe to say that it is at least slightly a numbers game. The more homes that you can get to, the more sales you’ll make, and the more homes you’ll be able to protect. The challenge comes when you consider all of the homes that you visit throughout the day that would potentially be interested, but you unfortunately knock when no one is home. That’s where the door hanger comes into play.
Create Call-In Opportunities
The special thing about door hangers is that they create call-in opportunities for you. Few things feel better than hitting your goal in a neighborhood because someone called in off of a door hanger that you left at one of the doors that you knocked on.
On average, 200 door hangers will equal one call-in sale. Here’s how to get the most out of those hangers to create call-in opportunities:
When to Leave a Door Hanger
Door to door sales is all about creating a presence, a buzz, within the neighborhood. You’ll be in the area for at least a week, so you want the neighbors to know that when you’re walking down the street, you’ve been succeeding — and all the locals are buying from you.
One of the biggest struggles that door to door salespeople have is finding the perfect balance between being top-of-mind, and coming off as annoying. So, a door hanger isn’t something that you want to leave on the door every time you walk by — that’s a quick way for a prospect to grow annoyed before you even get a chance to speak with them.
There are two critical times to leave a door hanger that will maximize your conversions. The first is right when you arrive in a new neighborhood, and the second is the day after you protect your first home.
Priming a New Neighborhood
As home security salespeople, you bring a positive presence to each neighborhood because you are doing something good. You’re protecting homes and families! It often takes a few days to create that presence before the neighbors start trusting you enough to hear what you have to offer. So, it’s important that you let the neighbors know that you’re in the area as soon as possible. So, leaving a door hanger when you first arrive at a new neighborhood is crucial!
Building Referral Business
Unless you strictly book and install same-day installations, you often will protect your first home a few days after arriving in a new neighborhood. This is where you’ll leave your second door hanger. The yard sign that you put in will be marketing for you. Suddenly the neighbors will see that some people on the street have protected their home, and they’ll be curious to see what you have to offer. So, this is a critical time to show the neighbors that they still have a chance to protect their homes as well because you’ll be in the neighborhood for a few more days.
Pitchbooks — The Most Universal Door to Door Marketing Tool
There’s a reason why pitchbooks are used by salesmen across all industries — they work! Considered the most universal door to door marketing tool, the pitchbook doubles as a presentation booklet and a leave behind for the customer. If you had a great conversation with a prospect and need to come back the next day to go over everything with the rest of the family, the pitchbook will be the perfect thing for them to get a detailed overview of all the benefits that come with their new security system.
Add a Layer of Credibility to Your Sales Presentation
Of course you have your shirt and ID badge, but you know your prospects will be looking for another layer of credibility that will tie you to the company. The pitchbook will help you build trust during your presentation because you’ll have the knowledge, you’ll have the branded marketing material to back it up, and most importantly your name will be written on the back of your pitchbook so they can always call in to verify you as an Alliance Authorized Dealer.
Go Print or Go Digital
Some salespeople prefer to work exclusively off an iPad or tablet. On these devices, the pitchbook acts as a slideshow presentation that you can use to walk the customer through all of the cool ways they’ll be able to connect with their homes.
How Many Pitchbooks Will You Need?
It’s considered a best practice to leave a pitchbook or another form of leave behind with every fully pitched call back/go back that you set, as well as with every sale that you make. Doing this will ensure you’re providing marketing material to your highest converting prospects.
Work Orders – Close the Deal with Authority
So you’ve gone full your full presentation at the door, and you’re ready to make your sale official so that you can schedule an installation appointment. You need work orders. Work orders act as your customers receipt of purchase, and add a sense of finality to your sale. If there are two things you should have on you at all times, it’s a pen and a work order.
Home security has a more complex sales process than that of other industries. On top of qualification and the agreement terms, you also often have several days that between the sale date and the installation date. A lot can change in a few days. Accounts that are closed without a signed customer work order tend to have a higher attrition rate prior to the installation. This means that if you are booking your jobs out more than one day, it’s crucial that you make sure you complete a work order with the customer to make it official.
It’s also a great tool for building value. Here’s a tip for using the work order during your walkthrough:
Complete the Work Order During the Walkthrough
One of the common questions that people have about the work order is when do you have the time to sit down and go through it with the customer without it seeming overwhelming? The short answer is that you shouldn’t be. The work order is designed so that it can easily filled out during each stage of the sales process to make completing the sale simple and straightforward.
Obtain and notate the personal information during the qualifying stage to make sure you’re speaking with the homeowner, they meet the criteria, etc. Then, you’re ready to start your walkthrough and provide a quote. This is the most important part. It’s important that you itemize all of the products that you explain during the walkthrough and list them out on the work order. This completes the work order for you and creates a cost association for the customer, helping them understand what it is that they are paying for.
Finally, now that you have been filling out the work during your presentation and walkthrough, all the customer has to do is sign document and they have an official proof of purchase. Plus, since work orders are carbon copy, you can keep a copy for your records, and leave one for your customer.
Bringing It All Together
Now that you have all of the tools, it’s time to complete the package. There isn’t one piece of marketing collateral to rule them all. The pros put them together and use them all because that’s how you ensure the highest potential for success.
When you prime a new neighborhood with door hangers and leave another after your first install, you create a local presence and increase call back opportunities. By using the pitchbooks as a leave behind, you increase the conversion rates on your call backs and go backs, which means you’ll be closing more deals by being top of mind with your customers. Finally, using the work order as an official receipt for your customer will help you drive down attrition and kick rates.
All-in-all these small pieces of marketing material can make a big difference in your bottom line. So add them to your sales toolkit and then go out and hit the streets. It’s door knocking season.