It’s almost summertime, and along with the warmer weather comes the sound of boots hitting the pavement as door knocking teams across the country hit the streets for what they expect to be their highest producing sales season of the year. Many of these teams, without question, will consist of home security or alarm dealers. There are few better ways of demonstrating the value a home security system provides than offering potential customers with an in-home demonstration and walkthrough. If you’re an alarm dealer prepping for your summer launch, we’ve put together some door to door sales tips that will prep your team for a successful summer season. Master these tips, pick up some comfortable shoes, then go hit the streets.
If you’re a new alarm dealer or this is your first summer selling door to door, we go in-depth on some traits you need to succeed in D2D Sales — The Other Kind of Cold Calling — Alarm Sales Tips.
Now, let’s dive into what will get your summer sales production going.
Door to Door Sales Tips
1. Start With Your “Why”
The first step in a successful door to door sales launch comes before you write any scripts or knock on any doors—it starts inside your mind. Whether this is your first summer hitting the streets, or you’ve been selling for years, every time you walk up to a home, you’re more than likely going to face rejection. Door to door sales is hard—if it wasn’t—salespeople would wake up at noon and still earn six figures.
To balance out the rejection you’ll definitely face, each step you take needs to be purpose-driven. If purpose isn’t guiding you, what’s getting you out of bed in the morning to review your sales route? At the same time, what’s separating you and your company from the hundreds of others with similar offers?
For this we’ll refer to Simon Sinek’s “golden circle”. You can learn more about Sinek’s theory by checking out his TED Talk, but in short the golden circle explains that people don’t buy what you do, they buy why you do it.
So, when you get to a home and immediately start trying to sell your prospect on features and your company’s offer (which might be a great offer), you still haven’t answered the question of why. When you instead start with your “why”, you know what’s separating you from other companies, and your customer will be able to see that through your presentation.
Don’t just start with it—live by it.
When we say start with your “why”, that doesn’t mean just to update your mission statement, it means to change the way you look at what you do. Previously your “why” may have just been to make money, but that doesn’t really drive you, or your prospect. Let’s say instead your “why” is to help people understand all of the special ways they can stay connected to their home, and that when they feel closer to their home, they feel closer to their family—no matter where they are. This is powerful, and something people can get on board with. You’re not done yet, now you have to live by it.
This is more than just a door to door sales tip—it should be used in all facets of your business!
Don’t just start with your “why”, live by it. When you have a strong sense of purpose, and know exactly why you’re doing what you’re doing, you’ll develop core values that guide your decision making. Now, how do you actually apply this concept to your summer launch? Don’t keep your “why” a secret, share it with your customers! Remember people don’t buy what you do, they buy why you do it.
If you want to learn more about starting with your “why”, we’d recommend reading Start With Why by Simon Sinek. You can find it here.
2. Set Realistic Summer Goals
If you’ve sold alarms before, you know that summer is hands-down the best time of year for D2D sales. More people are home, and the warm weather and sunshine just brings an all around better mood and vibe to the neighborhood. While summer is an awesome time to go door to door, one of the challenges many D2D salespeople face is that they rely too much on summer to hit their annual goals. Around April, they set a lofty, unrealistic goal. Then halfway through the summer season, realize that there’s no way that they can hit this goal—now how do they stay motivated for the rest of the summer? When it comes to door to door sales tips, goal-setting is crucial.
Setting a S.M.A.R.T. Summer Goal:
If you want to make the most out of your summer launch, you need to set a S.M.A.R.T. summer goal. If you want to learn more about setting S.M.A.R.T. goals, we cover it in more detail in How Top-Rated Home Security Alarm Dealers Set Business Goals.
First, your summer goal needs to be as specific as possible. What exactly are you trying to achieve? If it’s a production goal you’re after, this would be the exact number of funded accounts. Once you figure out what exactly you’re trying to achieve this summer, write it down to make it real.
Next, you need to be able to track the success of your summer goal. How will you know when you’ve accomplished it? The best way to ensure that your door to door sales goals are measurable is by breaking them down into measurable elements that have clear milestones, and a clear, definitive end.
While summer is an awesome time of year for door to door sales, don’t fall into the trap of so many other salespeople by setting unrealistic goals. Your S.M.A.R.T. goal needs to be realistic and within reach. Consider your production up to this point. If you’ve only ever sold 10 accounts in a month, setting a goal to sell 50 accounts isn’t realistic!
Keep it relevant. Is your goal consistent with your “why”? We’re going to keep going back to that over and over again because it’s so important. Also, is your summer goal aligned with the rest of your goals? Think of goal setting holistically and make sure your summer goal is relevant to you and your company.
Lastly, and it seems obvious because it’s a summer goal, but it needs to be time-bound. In this business of home security, urgency is everything. Your end date is your deadline, and it forces you to take action. Once it’s set in stone, your S.M.A.R.T. goal is complete, and you can start running.
Holding Yourself Accountable
Now that you’re ready to set a S.M.A.R.T. summer goal, you need to be able to hold yourself accountable to actually getting it done. Personal accountability is one of the most powerful traits a salesperson can have, and if you’re trying to develop a door to door mastery, you need to hone this skill. So, how do you practice personal accountability?
When it comes to personal accountability, there’s one thing you need to remember—it’s personal. The only person that can truly hold you accountable to hitting your summer goals is you! Here are a few door to door sales tips to keep you accountable this summer:
- Ask the right questions
- Take ownership whether you win or lose
- Don’t make excuses
- Don’t procrastinate, take action
- Write things down
If you’d like to learn more about personal accountability, we’d recommend reading QBQ! The Question Behind the Question by John G. Miller. Our team uses this book as a foundation for practicing personal accountability, and the concepts are simple and straightforward.
3. Build a Powerful Sales Presentation
So up to this point, you’ve figured out your “Why”, and it’s now the starting place for everything that you do. You’ve also set a S.M.A.R.T. summer goal and are prepared to hold yourself accountable to achieving it. The next door to door sales tip for a solid summer launch is to build a powerful sales presentation.
Remember the golden circle concept that we discussed in tip #1? We’re going back to it. If people don’t buy what you do, but instead buy why you do it, then your sales presentation should also start with your “why”!
We all know that there can be negative connotations that come with D2D sales, and this is unfortunately because some deceptive salespeople in the past have ruined the customer experience. We’ve all seen that people can sometimes be concerned that they’re going to be taken advantage of. That’s why we always recommend being open and honest with your prospects from the moment you knock on the door. When you start with “Why”, you’ll represent your brand in the best way possible, alleviate those initial fears or uncertainties, and create a level of trust from the beginning.
Here are the steps to a powerful sales presentation:
You’ll find that each of these steps act as door to door sales tips on their own. The first step is to get the prospect to like you. This is done during your introduction, which can be considered one of the most important aspects of your sales presentation. During your introduction, you’re establishing your “why”, breaking the ice, and building genuine rapport with your prospect.
Now that your prospect feels comfortable talking to you, the next step is listen, and this goes both ways! Communication is a two-way process. Selling isn’t telling—it’s a conversation. As you are presenting your service, you should remember to be actively listening for cues that show something has peaked your prospect’s interest. The best way to get a prospect to listen to you is by listening to them!
When a prospect listens to you, they’ll learn from you. You’ve probably heard of the 90/10 rule: 90% of what you say during your sales presentation is forgotten the moment you leave. So, when you make the sale, you want your customer to remember why they made the purchase, not just the price and the terms. Show empathy, and always explain how the new system will benefit your prospect—not just the features that might come along with their new camera.
Once you’ve explained how the system will benefit your prospect’s lifestyle, and they see that you’re genuinely in this with their best interests in mind. Your customer will begin to trust you and have faith in your company. However, before you can actually close the deal and make the sale, you need to remind the customer that you and your company are the best option to do business with. This is great time to bring up customer testimonials to resell your prospect on you and your company!
Invest is where you bring everything together. You won’t actually make the sale until all of the other steps leading up to this point have been completed. The customer will only be ready to invest once he or she likes you and is comfortable with you, has listened to you and learned from your presentation; and he or she trusts you and your company. So, if they don’t invest, you should consider looping back to your presentation to resell your customer.
4. Keep All of Your Sales Tools at Your Fingertips
When you’re going door to door, you need to have quick access to all of your sales materials when you need them. The great thing is, with the technology we have today, we’re able to provide many customers with a digital demonstration of our products and services using something as simple as a phone or tablet. We no longer have to carry around stacks and stacks of sales material to every home, which we know can be cumbersome.
First off, if you work with an alarm dealer program, you should reach out to them to see what type of resources they offer that can help you, whether that includes product sheets, marketing videos, etc. Some dealer programs can give you access to platforms that can allow you to view technician availability, track the funding status of your accounts, and even get exclusive access to training materials and learning modules that keep your sales team well-versed.
If you want to learn more about some of the resources alarm dealer programs can provide, we break it down in The 4 Pillars of a Successful Alarm Dealer Program.
Here are some things you should keep within reach at all times:
Your Technician’s Schedule
If you are at all big on scheduling same days or next days (and you should be), you need quick access to your technician’s schedule. Home security is an industry where many of our customers have faced a life-changing event—a break-in or fire. So, once you deliver your powerful sales presentation, make sure you know of the closest available appointment times so you can get your customer protected A.S.A.P.
A Smartphone or Tablet
So after speaking with your dealer program, you’ve learned that they provide you with a number of sales and marketing resources that you can share with your customers. These resources include product videos, pricing sheets, and more. Having a large smartphone or tablet makes it easy to incorporate these tools into your presentation. Remember not to allow the videos to become a barrier between you and your prospect, but to walk the prospect through the powerful things they’ll be able to use to stay connected to their home.
Here’s a tip: Bring a handkerchief or cloth with you so that you can wipe down the screen before handing the tablet to your prospect.
All of Your Licensing
One of the biggest mistakes that door to door salespeople can make is waiting too long to obtain their licensing. While some areas don’t require any type of licensing for door to door solicitation—most do, and they can often take weeks to be approved. So, a big door to door sales tip is to make sure you obtain all of your licensing well before the start of summer. That way, you’ll make sure you’re approved and have all of the documentation and licensing that’s needed for you to hit the streets the moment the warm weather hits. Licensing is a smart and necessary investment!
Lastly, keep your licensing with you at all times while knocking, and step it up by including a professional photo ID. Remember, they’re not just buying your products and services, they’re buying you and your company.
5. Value Your Time at Every Home
One of our principles to success is to value time—because you never get it back! The final door to door sales tip is to value your time at every single home you go to. When you’re selling door to door, every minute of the day is crucial. It’s obvious that the more homes you can get in front of, the more opportunities that you’ll have to sell.
When you have someone who’s interested in listening to your presentation and hearing more about your offer, you want to make the most of it. However, understand that your time is precious, and when you spend too much time trying to overcome objections, it’s taking away from time you could be spending protecting other homes. So, when we say value your time at every home, here are a few things to keep in mind:
Speak with the Decision Maker
Regardless of whether you’re selling B2B, B2C, D2D, or over the phone, every salesperson knows how important it is to spend time speaking to the decision maker. When it comes to home security sales, this is no different. When you’re selling door to door, you don’t want to waste too much time speaking to someone who isn’t able to sign the contract. So, incorporate qualifying questions into your introduction that ensure you’re speaking to the right person. A qualifying question you might ask to make sure you’re speaking to the homeowner could be, “So, how long have you owned the home here?”
Know When to Walk Away
You know you should be valuing your time at every home, but that doesn’t mean you want to spend hours with one person trying to overcome a list of objections. In door to door sales, it’s important that you know that no one has a 100% close rate. You can’t close every customer, and you can’t flip every customer. So, it’s important that you know when to walk away.
We have what we call the “course of action”, which is a number of rebuttals that are effective at overcoming basic objections that you might face when selling door to door. Once we complete our course of action, it’s safe to say that at this moment in time, the prospect probably isn’t going to convert. Here we know that it’s okay to walk away from the deal. Keep in mind, there are plenty of times where we go beyond the course of action, explaining benefits and offering alternative solutions to customers. However, we just recommend developing your own course of action so that you have a measurable baseline.
Leave with Key Info
Finally, you have the opportunity to leave with key info such as a phone number or an email address. So, when you’ve had a good conversation with someone, but they weren’t willing to close on the first visit, take their number down so that you can set a follow-up appointment at a later date. You can also obtain their email address if you do any type of email marketing. This can be great for letting them know when you’ll be back in the neighborhood.
Keep in mind that with any customers you’re contacting through phone or email, you have to be both TCPA and CAN-SPAM compliant—that means you need to obtain a written opt-in!
With these door to door sales tips now in your arsenal, you should have a solid foundation for a successful D2D summer launch. This is the time of year where the top salespeople really shine, but it takes a lot of work behind the scenes, and discipline to keep moving forward when times are tough. If you set the right, realistic goals to start the summer door knocking season, build a powerful sales presentation, and base everything you do off of your “why” there’s no doubt you’ll have a solid summer launch.
Establish your “why” and share it with the rest of your door to door team so that you can all get aligned for your summer launch. Also, stay tuned for more door to door sales tips that will keep your security sales game on point. Lastly, share this article with your door knocking team along with anyone else who is getting ready to hit the streets this summer.
You still have plenty of time to prep for summer, but don’t wait too long, urgency is everything!