A Canvasser’s Failures Can Easily Be Avoided
My 15 years of experience canvassing has taught me that the prime demographic of an effective canvasser is that of the high school to college age students. Last month you read about how to identify the generation gap between you and the Generation Y’ers; the students who could ultimately make up a majority of your aggressive canvassing team.
If you take away only one thing from last month’s article it should be that the G-Y’ers want to know where they’re going from the start. The most important thing you can do is in providing them very clear expectations. They’re young and inexperienced, but highly motivated; at least the recruits who are ideally suited for your canvassing positions.
It should start at the interview stage. Communicate your expectations of them; what are your company policies, what will the job look and feel like, how do they get paid and how do they get promoted.
From the start you must be completely clear on your:
- Policies
- Performance expectations
- Pay structure
- Methods of promoting canvassers
Role-Playing The Job
In the August 2008 issue of Canvassing Insider I spoke of how to handle the incoming recruiting inquiries and that those calls weren’t the place to sell recruits on the position. You need to be face-to-face, belly-to-belly and toe-to-toe with them so they understand what canvassing is; this is the only way they’ll really “get-it.” You should take the time to role-play the “at the door presentation” during the interview process. This will eliminate a lot of recruits, saving you time, energy and money.
They’ll be able to experience just what the job of canvassing has in store for them. If it’s not right for them, they’ll know it; if it is, they’ll know that too. But you’ve clearly demonstrated exactly what it looks and feels like.
Getting Paid & Getting Promoted
The two biggest things they want to know, How much money are they going to make and how quickly will they get promoted. Promotion is really a subcategory of their first question, but disguised. Getting promoted is a mask for, “how quickly will they make more money?” That’s OK, that’s the type of aggressive person you want.
The job of canvassing unlike most allows the canvasser to quickly integrate into the position. If they can learn a simple, choreographed system then they can go as far as they want in the company. Unlike other positions, regardless of how much or how long they work, they’ll only make the same amount of money as everyone else in the position. Canvassing pays them on performance… performance=pay!
3 Keys To Communicate To Recruits
- There’s No Seniority – There is no hierarchy to follow in getting promoted. Promotions are based entirely on performance. If a canvasser performs (produces leads) then they get promoted.
- You’re Paid on performance – There’s no limit on how much a canvasser can be paid. Once again, it’s tied directly to their ability to produce qualified canvassing leads.
- All Promotions Are 100% From Within – Every manager started out as a canvasser. More importantly, there isn’t a limit on the number of managers you can have. In fact, you’re looking for people to promote!
Regardless of the economy, your company’s sales or it’s environment, you want to maintain a positive voice throughout your recruiting efforts. You’re selling a dream… a very tangible dream, but something your recruits must aspire to.
It’s also important to understand that of all the people you interview for a canvassing position only 5-10% of them will have a passion for this position. It is those 5-10% of recruits though that will grow and manage your canvassing department.
Just like knocking on doors canvassing for leads, recruiting is a numbers game. Establish and communicate clear expectations of your canvassers up front and you’ll set the tone. You’ll solidify the culture of your canvassing department and your canvassing team will understand their purpose and objectives; there will be no gray area. Following this process puts all the responsibility on your canvassers; eliminating their excuses and your headaches.