2014 has drawn to a close and I wanted to take this opportunity to do two things. First, thank you for following me and hopefully implementing some of the things you’ve learned from the pages of this update each month. I made a commitment several years ago to focus my time, energy, experience and talents on helping people just like you to get better at face to face, outbound marketing. Unfortunately, there are a few charlatans out there that maybe talk about it. They’re usually sales consultants or trainers and know that prospecting for salespeople is an important fact; but they don’t realize the clear differences between sales systems, sales conversations, sales tracks, sales mindset, is completely different than someone who is a face to face lead generator via canvassing or events. They’re not showing it and demonstrating. When I’m working with clients directly, typical responses are, “You’re demonstrating, you’re showing this live how it’s done. You’re in the field observing and coaching these types of things that helps us and now we can implement this because it’s real.”
The 2nd thing I want to accomplish here is give you a review of outbound marketing last year and where it’s going in 2015. I’m going to change the format a bit in this issue to make it easier to read. I’m going to give you a ‘state-of-canvassing’ report in an abbreviated version. This article’s information was taken from and can be heard on my monthly Silver Level Telecoaching call. If you’d like to receive the complete recording from my live call send me an email at cthompson@canvassking.com. It will require you becoming a Silver Level Member, though the investment is minimal.
Let’s get started:
- What’s been the biggest change in 2014 with regard to outbound face to face marketing (canvassing – shows – events – stores)?
The biggest change I made in my system, which has had the biggest impact for my clients, was in how the introduction was delivered to the prospect, or the first offer being made to them. Traditionally with canvassing the “free estimate” is the first offer made to the prospect. The problem with this is that it creates barriers because the prospect feels like they’re going to be ‘sold’ to and therefore they’re resistant to giving their contact information or at best, setting an appointment. Full disclosure, which you can see on my older You Tube videos, is I used the “free estimate” first offer. However over the last two years I changed the first offer in a canvassing/event script that has completely changed the game for phenomenal results.
Instead of making the first offer a “free estimate.” I changed the offer to we’re going to send the prospect an “information packet or guide.” In fact the script doesn’t even ask them if they want the “information guide”, we assume it as if I was just taking an order and our only job is to get the right guide out to them. Everybody in the area is getting this guide. I’m not even asking if you want it, we’re sending it out to everyone. If you think about the two different offers, the old “free estimate” offer, that most marketers still make was, “I’m going for a good sales visit” but now the new offer is, “We’re just sending an information packet or guide to you.” The difference is how that prospect responds to that offer. The information guide offer avoids objections for qualified prospects that aren’t ready right now. You now can capture the lead and nurture qualified prospects. The free estimate offer turns those good quality prospects off.
- In 2014, as part of my movement I’ve taken canvassing beyond the traditional door to door lead generation that I’m most known for.
The natural progression of the canvassing movement was into show and event marketing. In 2014 I adapted my canvassing system to help my clients generate qualified leads from the marketing they were attempting to do at shows and events. A lot of times, companies have salespeople at events and they’re actually the worst people you want to have at an event and the reason being is they’re trained on how to sell people. Basically they’re wearing that salesperson hat. They do things where they over-qualify people or just information dump or try to start selling people on the idea of doing whatever your product or service is and it’s just way too fast. It’s a struggle.
Or companies have dedicated show and event staffs that are weak. They use tired and worn out scripts and strategies. The result is many potential prospects at events blow you off. Then after a while, you stop approaching people. You stand back farther in the booth and you’re just waiting magically for someone to come to your table or booth and say, “I want to buy your products and services.” A few subtle changes to your event script and strategy can make a huge difference.
- You may be reading this and thinking this is all good, but where’s the money? If we’re not going for the appointment or sale in this approach then how can it be so successful?
You will never see or hear me do anything in outbound marketing that doesn’t ultimately lead to money quickly. With all the breakthroughs I introduced in 2014 for the outbound marketer they’ve done one thing; the thing that’s been the game changer for everyone who’s implemented it. Are you ready? Here it is. It’s lowered the prospects sales resistance. They’re not as likely to have they’re guard up for my trained marketers. You’re still going after the same results in an outbound call (canvassing, shows, & events); the difference is how the prospect is set up and prepared for the presentation. It’s different, it’s natural and it’s proving to have huge results.
How I approach canvassing, or outbound marketing, is direct response marketing; marketing that gets an immediate response, with measurable and trackable results. That’s my kind of marketing; what I teach my students and clients.
- This is all well and good, but what about the people, where do you find them?
Most want this magic formula or magic website or magic way of recruiting people. There isn’t one. You can use Monster, CareerBuilder, and Craigslist to hire canvassers or event people. For example, you can target a market like college students for part time work. You go to campus and hand out fliers and talk to people who are interested. Instead of being on a medium of a website and getting people to respond to you, you’re actually proactively canvassing for a target market, in this example a college kid because their schedule works perfect for you. I want people to understand that the best way to recruit people is understanding that recruiting is marketing. It’s everything we’ve talked about. If I’m going to advertise on a recruiting website, my message has to be like a direct response ad to do this. One of the biggest problems I see in recruiting ads is that it’s all about the company. It’s all about them and not about the person reading the advertisement. If you were advertising your product or service, no one cares about how great your company is. I don’t care if you’ve been in business for 100 years. You want to go for the people that are having this pain and problem and you help solve it, right?
Your recruiting message has to convey, you have an opportunity, and you have a job. What differentiates you from any other job or opportunity they would have that’s out there? Speak to that recruit or that target person that you’re looking for that you have all the solutions, you have everything that they would want and need and opportunities. They can’t get to the phone fast enough; they can’t send their resume over to you fast enough. They’re saying, “Man, you’re speaking to me. I’ve been looking on this website forever for this type of job opportunity.” So curtail your message to the prospects you’re going after.
- How do you keep marketers motivated and how do you compensate them?
First, I will not have enough space here to address these two issues other than tell you when you set everything else up as I’ve shared here, these really take care of themselves. Too many times owners and managers focus on how to motivate and compensate rather than creating a job experience that is rewarding. Don’t get me wrong, you do have to motivate and compensate, but money is a short-term motivator. When you recruit the right kind of people and put them into a system they can learn and perform in, they’ll produce results and the rest will follow.
I go into greater depth on these in the Silver Telecoaching call and I’d encourage you to become a silver member for at least the trial period in order to get the transcripts and recording. Believe me, its well worth the small investment.
Thank you again for sticking with me through 2014 and I can promise you that I have some great things planned in 2015. From myself, the Canvass King family and the Canvass King movement across the country (which has doubled in size from this time last year) I want to wish you a safe and prosperous New Year.
Chris Thompson
The Canvass King