Which Lead Is More Valuable, A Cold Call Or A Referral?
Many people would argue that canvassing for leads is a cold calling process. But what if you could turn that cold call into a warm call? If you walked up to a stranger’s door with a referral from a neighbor you’re more likely to break the “cold call” barrier. You’ll find out in this article how one simple piece of paper can do that; turn a cold call into a warm call.
The Secret Weapon!
The “You’re Invited” flier is a secret weapon for breaching a prospects initial, “I’m not interested” barrier long enough for you to get a foot in the door. Yes, this little tool, in most cases, will get the prospect to open the door.
Here are the key components of the “You’re Invited” flier:
When the prospect opens the door the question running through their mind as they approach to answer the door is, “who could that be?” If when they open the door they see you, a stranger, standing there with nothing more than a smile on your face they’ll immediately be looking for a way or excuse to close the door on you. But, when they first see you if you smile and stretch out the above flier I guarantee you that 98% of the time they’ll open the door, removing the barrier between you. Why? The headline, “You’re Invited” will catch their attention and they’ll want to know more.
Curiosity killed the cat, but in this case curiosity will get them to open the door to find out what they’re invited to. Once the door is open the canvasser hands the flier to the prospect. While the prospect is glancing over the flier, the canvasser starts into the “Introduction” script (refer to the August 2008 issue for the Introduction script).
Below is a link to see a short video demonstration using the “You’re Invited” flier. Notice when the prospect opens the door the canvasser hands the homeowner the flier and how flawlessly he moves into the introduction. It’s a very subtle, but powerful process. Every step of the system you’ll see is choreographed for a purpose.
Click to view the video demonstration
The power of this tool is in its simplicity. The flier is designed to:
- Get the prospect to open the door
- Create interaction and trust between the homeowner and canvasser
- Invite them down to their neighbors home to check out the work (feel of a referral)
- Eliminate the cold sales call scenario (you’re just inviting them)
- Practically obligating the homeowner to give you an appointment
The canvasser isn’t there to ‘sell’ anything, simply to offer a harmless invitation that may appear to have been initiated by their neighbor. It’s the pretext of the invitation that transforms this call into a referral call of sorts (definitely a warmer call than a true cold one). Be certain to extend the flier and make the prospect take it from you. This will get them out from behind the door and will create a greater interaction between you and the homeowner.
It’s an excellent way to lower the prospect’s barriers and develop trust. At the end of the introduction, as with all sales situations, you ask for the close (the appointment). In this situation, you’ve handed the prospect the invitation and extended a FREE offer, it’s time for them to give you something in return… the appointment.
Here are two points in closing. Understand that 99% of the people you give the flier to will never go to the address to check out your work. It doesn’t matter. Having done the work at the address on the flier is credibility enough. And lastly, if you follow these steps and the homeowner doesn’t open the door, walk away. If they won’t open the door you don’t have an opportunity. Don’t waste your time at that door, there’s plenty more opportunities waiting at the next ones.
To learn the advanced principles behind my successful canvassing methods and take advantage of the premade canvassing and recruiting scripts for virtually all the home remodeling industries call me at 216-588-1337.