Last month in my newsletter “Canvassing Insider” I showed you how to handle the homeowner’s objection that “There’s no solicitation in my neighborhood.” Based on Wikipedia’s definition of solicitation (complete definition in last month’s newsletter) “It is the action or instance of soliciting; petitioning; or a proposal.” By the very definition it implies the exchange of money.
As you’ve heard me say many times before, canvassing is not solicitation. Unfortunately many canvassers try to debate the issue with homeowners explaining they’re not soliciting. You can never win a logical argument with homeowners. As an Ohio State alum and a diehard Buckeyes fan I’ve learned you stand the best chance of scoring points (or appointments) when on offense.
Sometimes Homeowners Can Blind-Side Canvassers
There are times when you can anticipate the homeowner giving you the “no solicitation” stall. They can have a sign posted, but that doesn’t mean a canvasser will always see the sign. In these, and other instances, you can get that dreaded objection. The usual approach I teach is to canvass around existing jobs and invite homeowners out to see your work. This works very well for most situations, but for those people quick to use the “no solicitation” their perception is that you’re a sales person.
Stay On Offense And Avoid Defense
Staying on the offense, in control of the entire process, is the foundation of my entire canvassing system. When you’re faced with these homeowners avoid justifying how or why canvassing isn’t soliciting. Instead change your approach. When the homeowner says, “There’s no soliciting in the neighborhood” (or some variation of this) I change the approach to, “No problem, we’re just dropping off a notification that we’re doing work in the area and there may be some dust and noise in the neighborhood. We just want you to be aware of it so you know what’s going on.”
Taking this approach you immediately diffuse the situation. The homeowner’s defense drops and they think you’re done with them. Now that they’re open minded to listening, and you’ve removed the “sales” perception, you can go on the offense.
Here’s a video excerpt from one of the customized videos I developed for a coaching client. Watch for the subtle change in my approach at the door.
In addition to getting the homeowner to drop their “guard” with this approach, I’ve also found that this softer approach helps scale back other objections you get from taking a defensive approach and debating with the homeowner over whether canvassing is solicitation or not.