Canvassing is a systematic, controllable and predictable method of obtaining home improvement leads. Unfortunately, unless the homeowner answers and opens the main door a canvasser doesn’t stand a chance of making the appointment.
I tell canvassers all the time, “You can’t make a appointment to a closed-door.” There’s nothing more embarrassing and demoralizing than talking to a homeowner through a closed door. I tell my students if you can’t get that door open then don’t even try to make a presentation, move on to the next door.
The biggest reason someone won’t open their door is that they don’t trust you enough to crack the door open; and if they don’t trust you enough to open the door, they’re definitely not going to trust you enough to give up their contact information to you. You need a proven method for gaining that trust and getting those doors open.
Before I get started with the method, understand that you’ll encounter a small percentage of homeowners who won’t open the door. Although this will happen, the following method works if you learn and use it.
There are 4 components that make the following method work:
- Body Language
- Conditioned response
- Scripting
- Intention
Body Language:
Your body language, the way you position yourself at the door and how you present your flier or door hanger is what will get the door opened or at least cracked open.
You must position yourself so the homeowner can see you if they look through the door. Keep in mind they could do so through the security “peep” hole, through a window in the door or an adjacent window. If you stand too close to the door the homeowner may not be able to make out your image. For example, when looking through the “peep” hole your image is distorted, especially the closer you are to the door.
Main doors that have windows often have the them located high up on the door. This acts both for privacy and security, and to see through them the homeowner may have to stand on their toes. This, combined with their and your height could cause you not to be seen if you stand too close to the door. And lastly, if you’re too close to the door and the homeowner peeks out a neighboring window again you may not be seen.
A homeowner who ignores answering the door because they don’t see anyone will only become irritated when you inconvenience them with a second knock, and if they’re irritated by you when they come to the door you’ve already put them in a higher adversarial state.
Conditioned Response:
Secondly, your body action is critical to trigger a conditioned response in the homeowner. If someone were to outstretch an object to you without announcing doing so you would instinctively take it from them. This is a conditioned response. Try it with anyone; hand someone something without asking them to take it, invariably they’ll take it from you.
When the homeowner can see you, use this same conditioned response to get the main door open. You want to outstretch your flier or door hanger towards the door as if you were handing it to them. This action suggests to the homeowner they must take it from you, and the only way they can is to open the door. It’s a combination of the conditioned response to take the flier and their curiosity as to what you’re offering them.
Scripting & Intention:
This technique is based on the homeowner seeing you. If they can’t see you then you must change your scripting a bit. You want to emphasize that you’re dropping off something for them. “It’s a notification”, and back it up with, “Here you go.” Again, their curiosity will kick in and they have to open the door to see what you “have” for them.
Your entire objective is to get the homeowner to crack the main door open. Once they do you can make your presentation. When they do crack the door open and you get that chance to make your presentation, do so more quickly than you would normally. You’ll have a very short window of opportunity to engage the homeowner. Plus, by speeding up your pace it’ll give the homeowner the perception that “this is no big deal.”
Click on the video below to view an example of my technique.
If you use this technique and they don’t open the door make a second attempt. The key is to be persistent. If they don’t open the door after a second or third attempt then move on to the next door. Never make a presentation through a closed main door! Give it a persistent effort then move on to talk to the next homeowner.
Next month I’ll explore how to handle the homeowners who are in the middle of dinner.