I’ve been canvassing for nearly 2/3rds of my life. I’ve seen a lot of new ideas come and go, some successful and others not. I’ve pioneered some of them on both sides of the success/failure fence, but I’ve created a radically new introduction that’s changing the game for every private client I’ve introduced this to and has implemented it.
This is not for everybody, but it may be for you. Let’s consider the offer in the standard introduction. It comes down to either getting a lead or scheduling a sales appointment. That’s the pinnacle of the canvassing call, but as you know, not all calls go your way. My new method eliminates virtually all the obstacles for the canvasser, regardless of what product or service you’re canvassing for. There are 3 common objections:
1. We can’t afford it
2. This is not a good time for us to consider your product/service
3. My spouse/someone else (who isn’t here right now) takes care of that
Until now there’s never been an ideal way of overcoming these objections. I’ll admit, even the ones I’ve used and taught in the past were only effective for the canvassers who were quick on their feet. Unfortunately many canvassers would usually try to defend their position or work really hard at selling the idea of the free appointment as being the end all, be all answer to the objection. Honestly, despite the ‘free estimate’ opportunity, it still was a sales call the prospect wanted to avoid at all cost. Not because they’re afraid of sales people, but they don’t trust themselves with a good one and they don’t want to take the chance.
In a nutshell, here’s the approach. Rather than pitching for an appointment I’m offering a packet of information or guide given away free to the prospect. The packet or guide contains valuable information the prospect can use. Think of it as a buyer’s guide, information they’re likely going to search the Internet or ask friends about when they’re ready to buy what you’re canvassing for. The danger in letting them do this on their own is they’re not qualified, they don’t know what to look for or what to ask; and if they’re asking friends or family members you run the risk of them referring whomever they used. Either way you lose. The packet or guide allows you to control the information being communicated and you’re capturing the lead. It’s a valuable point of differentiation. It differentiates your position at the door, how the prospect perceives you and how you’re perceived over the competition… because no one else is offering this. Here’s the key, you don’t ask for their approval to send them the information, you take and assumptive position. The magic is in the scripting.
This may seem counter-intuitive from the standard canvassing approach. You want a lead or an appointment, and we get to that at the door, but this approach moves the process forward more naturally. It builds momentum and rapport with the prospect.
There are 6 psychological reasons why this strategy works.
1- It completely takes the pressure off the prospect. In about 9 seconds the prospect is going to make a judgment about you. This eliminates the natural ‘sales’ resistance the prospect has against you… and the key word is ‘against’. This cannot be a combative situation or you will lose no matter how skilled a canvasser you are. You want to make the prospect your friend, not your adversary.
2- Everyone else is selling at the front door and you’re not like everyone else. You’re not like every other slime-ball, derelict, cheese-ball sales person showing up at their door, not to mention the telemarketers they’re dealing with on a regular basis. I mentioned it earlier, this is differentiation. You have to differentiate or die.
3- When you approach the prospect your product or service is the last thing on their mind. In fact, it’s probably not even on their mind. Asking the prospect to go from not even thinking about your opportunity to scheduling a sales appointment is too big a bridge to ask them to cross in a short period of time. You have to build rapport and momentum.
4- You want to make it easy for prospects to say yes to you and your opportunity. This is a no pressure exchange of value. 95% of the market you’ll come in contact with that has a need for your product/service, but haven’t started looking / researching. They have a need, but not right now.
5- You’re building trust because you’re not trying to jam something (they don’t think they want or need) down their throat when they’re not ready. You have to warm them up to being ready.
6- This prepositions you and your company as an advisor, not a sales person. You’re not selling, you’re providing value with ‘no strings attached’.
This is the game changer
How do you deliver the packet or guide to the prospect? In the presentation it is positioned that it will be mailed to the prospect. This justifies why you want their full contact information however I suggest you deliver it digitally via email, at least the initial packet. You could drop it off personally giving you another face to face opportunity with the prospect, but that’s a logistic you have to consider and work out. The bottom line is deliver it; follow through on your promise and commitment.
I know this is a radical approach to canvassing that you’ve not heard of or tested. I can tell you from experience in testing it in the field personally with my private coaching clients it is a game changer. I’ve given you the basic foundation for the strategy, but I’m sure it creates other questions. If you’re a Gold or Platinum member and you have questions you can contact me direct as part of your membership and I can go over the intricacy of the strategy and develop the specific scripting and plan for implementing it into your system. If you’re a Silver member, or not a member at all and you have a specific question as to how this could apply to your situation you can email me your questions at cthompson@canvassking.com or go to www.canvassking.com for more information.
I’ll leave you with a quote from a canvasser from my private coaching client James Hardie. He said, and I quote, “I have now found the pride in canvassing.”
Chris Thompson
The Canvass King