I was sitting down to eat dinner with my family when the doorbell rang. I opened the door and greeted the stranger standing on my porch. “Yes?” I asked.
“Hi I’m from the cable company and we have a great offer for only $95 a month you can have 120 TV channels High speed internet and local and long distance phone service” said the young man at my door in a prayer long run. He offered a half smile and added, “How are you today?” Hey? I thought. “No, thanks.” I said and closed the door.
Like most of you, I have met vendors at my doorstep many times. Most sold “make money for college” magazines, but others sold Fuller brushes (I’m not that old, he sold my mom brushes), one sold an all-purpose “miracle cleaner” (the only bright spot on the my door brass foot stop tests for product effectiveness), and another that sells vacuum cleaners (no kidding).
Though the Fuller Brush man disappeared from our front porches many years ago, door-to-door salesmen are here to stay—and not just for magazines, miracle cleaners, or vacuum cleaners. The cable television industry has used direct sales for decades as part of its marketing mix. As houses were built and the cable network was extended and apartments were wired, sales people were sent door to door to make sales. The representatives reached out to those people who had not yet ordered by phone and offered them something special to sign up for. A free installation or one movie channel for a month was usually all it took to make a sale (I know this because I was a door-to-door sales rep for Viacom Cable about 20 years ago). Sales reps didn’t have to know much to be successful, so cable operators didn’t spend a lot of money on training, sales were made, and everyone was happy.
The time has changed. Much. Now the market is fiercely competitive with satellite and phone companies alike battling incumbent cable operators for subscribers. Mailboxes regularly fill up with advertisements, and direct mail rates have plummeted as a result. A 2 percent direct mail response rate used to be the minimum expectation; now 1.5 percent is considered exceptional. Cable operators need quality in-door salespeople who can actually sell now more than ever, because a good in-door salesperson can do things that no amount of advertising or direct mail can. A good salesperson can build a relationship, actively discover needs, and then guide a person to a buying decision.
Sales training can be expensive, so unfortunately the habits of the past have carried over into the present and few cable operators train their people to succeed. Having trainers on staff and paying for mileage, meals, and lodging for sales reps to meet adds up to a lot of money, so many operators continue to do what they’ve always done; What is your hat size? Here’s a clipboard, now go to it! Selling cable door-to-door isn’t rocket science, but there is a world of difference between someone poorly trained and someone who has been taught a clear and effective process to follow. Here are three common mistakes that untrained sales reps regularly make at the door that get the conversation and the door closed quickly.
1. Too much information delivered too fast. A continuous barrage of unsolicited information is just annoying and doesn’t give the prospect a reason to want to hear more… Bye.
2. Offer a price. The price of anything is a drawback to buying, so why the heck give the prospect a reason not to buy what you have? Again… Goodbye.
3. Being insincere. A stranger on the porch asking, “How are you today?” it doesn’t make sense because the prospect instinctively knows that the stranger asking the question doesn’t care. Insincere questions simply waste time and identify the sales rep as a crafty salesperson who will say anything to make a sale. So, goodbye. Times are tough and the competition for subscribers is fierce. A direct sales rep who avoids making these mistakes will start more conversations at the door and make more sales. Guaranteed.