How to Get Started with Door to Door Sales in the Digital Age

How to Get Started with Door-to-Door Sales in the Digital Age

Learn how to open doors to success with this traditional sales technique.

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Ask any seasoned sales pro about their early sales experience, and chances are, they'll have a story about door-to-door sales. While not as common as it used to be, this approach to sales is still relevant and widely practiced. In fact, the skills required can help you greatly in other sales approaches and are worth exploring even in our digital age.

Developing a solid door-to-door practice can empower your sales strategy and help you close more deals. I'll show you how.

What you'll learn

• What is door-to-door sales?
• Understanding the door-to-door sales process
• Developing essential skills for door-to-door sales
• Overcoming challenges in door-to-door sales
• Door-to-door sales tips and best practices
• Leveraging technology for door-to-door sales success

What is door-to-door sales?

Door-to-door (D2D) sales is a practice that requires a sales rep or team to visit customers in person, typically at their homes or workplaces. This practice also applies to canvassing - hanging physical flyers or starting conversations with people on the street to gather information.

Like other sales approaches, the goal of door-to-door sales is to establish a relationship with a customer, upsell, cross-sell, and close more deals. Depending on your industry, D2D can create successful and profitable sales careers. However, this typically relies on a highly targeted approach - making sure the right product or service is offered to the right audience at the right time.

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Understanding the door-to-door sales process

The D2D sales process follows a typical sales cycle, except that nearly all the steps happen in person. The process has evolved with the advent of technology and tools. For example, cold calling and cold emailing are common iterations of D2D sales that technology has helped facilitate.

The five-step, door-to-door sales process includes prospecting, approaching, presenting, closing, and following up. Each step requires detailed knowledge of your target audience and a pitch personalized to them. Simply put, to have the best chance of closing a deal, you need to research your prospects - including their pain points, goals, industry, and competition - and ensure your sales pitch speaks to them.

Let's take a closer look at each step of the process.

1. Prospecting: You must first identify potential customers within a specific geographic area to target. Prospecting involves research based on demographics, target market, and competition to select the best neighborhoods or businesses to approach.
   
2. Approach: This is the initial contact you make with potential customers. It includes developing a strong opening line, building rapport quickly, and effectively introducing your product or service - either physically, digitally, or by providing more information about its capabilities.
   
3. Presentation: Your presentation is your chance to communicate the value proposition of your offering. It involves highlighting key benefits, how they will help your prospect, and addressing potential objections.
   
4. Closing: In this final step of the sales process, your prospect has decided to purchase. You convert them into customers by closing the deal.
   
5. Follow-up: Maintaining contact with customers after the sale helps reps ensure satisfaction and build long-term relationships. It's an important part of the sales process - especially for things like upselling later on.

By understanding each of these steps, sales reps can optimize their approach and increase their chances of success in door-to-door sales. However, once you knock on a door, you can't predict how a prospect might receive you or your pitch - a common challenge of in-person sales. Let's discuss some important sales skills that can help.

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Developing essential skills for door-to-door sales

D2D sales involves many face-to-face interactions with prospects, so it's important to be warm and engaging. I've found that this can help people feel more comfortable talking to you. You also need to convey excitement about the product or service you're selling and help prospects understand its benefits in a way that feels personal to them. Being persuasive without being pushy is the key. It helps build an authentic interaction that prospects can trust.

Regardless of your optimism, you won't close every sale you pursue. While it can be discouraging to hear the word "no," here are a few things I learned from my time in door-to-door sales that helped me improve my success rate.

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Overcoming challenges in door-to-door sales

The key to a successful door-to-door sales process is intentional prospecting. Do the groundwork and ask yourself the following questions:

Is this the right industry for a D2D strategy?

Certain industries are better suited for door-to-door sales. If your product or service lends itself to an in-person demo or sample, D2D sales may work well because prospects can see the results for themselves.

Some industries that are ideal for D2D are:

• Home services: Pest control, cleaning, landscaping, or home security often find success with door-to-door sales. These services are typically recurring, and a personal connection can be valuable for building trust and securing long-term customers.
• Home improvement: Roofing, windows, solar panels, or home renovations can benefit from face-to-face interactions. Customers often appreciate the opportunity to inspect products and discuss project details in person with an expert.
• Subscription-based services: Products such as meal kits, cleaning supplies, or personal care items can use door-to-door sales to introduce their offerings and secure initial sign-ups.

What are the laws regarding D2D in this area?

You want to be sure solicitation is allowed in the community. Some neighborhoods, government buildings, or private properties prohibit door-to-door sales. Set yourself up for success by making sure you're welcome in the first place.

Is anyone at home?

Think about the time of day. Is it early morning, or late in the evening? Use your customer data to see whether your prospect will even be at home. For example, if your prospect works a corporate job, they most likely won't be home from 8 a.m. to 5 p.m. If you're targeting businesses, showing up after 5 p.m. isn't a good strategy. Make the most of your time by approaching people when they're home or at work and potentially open to an interaction.

With these questions answered, let's go over some other tips for success.

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Door-to-door sales tips and best practices

There are some other things to keep in mind for success in D2D sales. Because of its customer-facing nature, some of these tips and best practices are unique to D2D sales over other types of sales approaches. Let's look at a few:

• Dress professionally: This is your first impression with the prospect, so you should look and feel your best. A uniform - something with your company's logo on it - is a great way to present yourself well, establish trust, and build brand recognition.
• Be respectful: Don't show up during inappropriate times - like early morning, late at night, holidays, or during meals. Be strategic about when you approach a home or business. You can accomplish this by turning to your CRM data or even calling ahead if you know whom you'll be speaking with. The more you know about your prospect, the better you can predict when they will be available.
• Don't get discouraged: Overcoming initial objections is a skill you learn over time. Put yourself in the prospect's shoes. You may be catching them at a bad time - or in a bad mood - when you knock. Keep in mind that they have tasks to accomplish and a schedule to keep, just as you do. You can overcome certain objections, like, "I'm busy right now," by asking them when a better time for you to return would be.
• Use marketing tools: Work with your marketing team to develop sales enablement materials to enhance your presentations. Flyers and infographics are great assets to leave behind when the prospect isn't available.
• Know your product or service: You must be knowledgeable and ready to answer any questions from your prospect - especially when overcoming objections. Prospects need to know that what you're selling can improve their life or business. Try writing a script and rehearsing various scenarios. This can help you appear confident and prepared.
• Track and monitor interactions: Even though D2D sales is a live interaction, you can still capture data and use sales force automation to improve performance. Below is a more detailed look at D2D analytics.

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Leveraging technology for door-to-door sales success

Collecting sales data is an objective way to track what tactics are working and where you need improvement. Be sure to track important metrics such as sales performance, the number of available prospects in the area, rejection rate, appointments and follow-ups, and average deal size to evaluate your progress and identify challenges.

Other technology you can use to measure and improve performance include:

• SPM software: Sales performance management (SPM) software helps you become more efficient, productive, and effective at selling and meeting your sales targets. You can use it to set goals, track progress, and incentivize reps. Identify what your top closers are doing, and where others are falling short. Then, replicate what's working and scrap what's not. SPM software also makes it easy to assign reps to specific territories and track which of them generates the most leads where.
• CRM data: Gathering customer feedback, tracking retention rates, and understanding your net promoter score are great pieces of data that can enhance your sales tactics. This information, housed in your CRM, can be used to develop or improve products that better meet customer needs. Customer data also helps your sales reps improve their communication. Understanding what customers value makes it easier for reps to tailor their pitches and address concerns effectively. This can lead to higher customer satisfaction and conversion rates, and increased sales.
• Training and coaching: Once you've collected data, use it to improve your process. For example, if your data shows that highly personalized interactions result in more closed deals, train and coach your sales reps to do their research when prospecting and approaching potential customers. This way they'll be better equipped to empathize with customers, get to the heart of their challenges, and sell them personalized solutions that meet their needs.

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Knock on doors and close more deals

The practice of door-to-door sales is alive and well. And it can be a game-changing strategy for your business if your industry benefits from in-person interactions and demos. An effective door-to-door sales process involves thorough customer research and confident sales reps who can create meaningful interactions.

D2D sales work best when prospects can see for themselves, in real time, how your product or service will improve their lives. So, anything you can present that demonstrates the value of your offering will help you leave a good impression and close more deals.

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As the Director of Sales and Projects at ETG Digital, Mark delivers Salesforce solutions that enable digital transformation for his clients. Mark has over 12 years of experience in sales, marketing, and CRM. He holds multiple Salesforce certifications, including Salesforce Certified Administrator,... Read More Salesforce Certified Associate, and Salesforce Certified Service Cloud Consultant.