I finished my first two live Teleseminars in February, and based on responses it’s been well received. In addition to the Teleseminar I created a free access website where you can post any questions you may have about canvassing for me to answer them. The site is www.askthecanvassking.com. As canvassers, managers and owners you’re busy and often those questions “pop” up and you’re not in a position to drop everything and seek out the answer. Now you can post your questions quickly.
The subject for this month’s article comes directly from the www.askthecanvassking.com site. Actually I’ve picked two questions that are very similar.
Stephanie asks, “What is the easiest way to approach the person answering the door? Do you have a specific phrase/question/script you would start with so they don’t shut the door in your face?” And Maria asks, “How can we get people to be more receptive when we come to their door?” These are very similar questions and I get them a lot, so I’ll address both at the same time.
Let me start by saying you have one shot to make a first impression when you get to the door. You have to think of what’s going through the homeowner’s mind when they come to the door.
- They weren’t expecting you
- Most of the time they weren’t thinking about home improvements
- You’re probably interrupting them from something
- Their first thought when they see you is “salesman” – how can I get rid of them fast?
The situation creates a lot of inherent defenses in the homeowner. Think of the homeowner like a boxer who enters the match with their boxing gloves raised; they’re highly resistant, skeptical and very defensive. You would be too if your roles were reversed.
When approaching the door in response to your knock most homeowners will peer through the door’s peep hole or through a near-by window to see who it is. Not recognizing you they’ll mentally ask themselves, “What are they selling?” To address Maria’s question of, “how can we get people to be more receptive?”… they’re not going to be receptive because of all the scenarios I described above.
So we need to use strategies and techniques to lower their guard as quickly as possible, to put them into a more receptive frame of mind. Once again, when they come to the door they’re thinking “salesman”. Even before your presentation you have to replace their initial thought process. There are several subtleties that help you do that.
- Your distance from the door when they first see you
- How you acknowledge them when they first see you
- Your facial expression and body language
These are non-verbal communications that can instantly lower their guard and have them rethinking their initial conditioned response, which will put them in a slightly more receptive frame of mind, which is to open the door and find out who you are and why you’re on their door step.
With regard to your distance at the door, you don’t want to be too close. It’s like standing too close to someone in line. It’s awkward and uncomfortable because it crowds their “personal space.” You also don’t want to be too far back because you can appear suspicious. You should position yourself about 3 feet away from the door. This gives them the opportunity to open the door to engage you. I see canvassers who inhibit their chances to make a presentation because they crowd the door and the homeowner can’t open it, or the canvasser has to move.
Ironically I see more canvassers standing too away from the door. For example, when there’s several steps leading up to the door canvassers will stand at the bottom of the steps. Canvassers seemed to do this because they don’t want to crowd the door, but this is to the extreme. My general rule of thumb is positioning myself 3 feet from the door. This works regardless of the construction of the homeowner’s front porch or door step. This “door-step dance” creates a cumbersome scenario, which is another obstacle to overcome before you can make a presentation.
Additionally, I suggest canvassers wear a light reflective green or orange construction vest. This will help you stand out. Besides, neither a salesman nor burglar would wear loud brightly colored clothing to draw attention to them. It’s also consistent with my introduction script, which is to let them know we’re doing work in the area, etc. It changes the homeowner’s perception of you from salesman to laborer or installer. Their guard drops a bit more because installers aren’t salespeople, and the homeowner’s thinking shifts to, “Ok, they’re not here to sell me, they just dropping off a notification.” Translated – safe.
Another subtlety is when the homeowner is approaching the door or looks out the window to see who’s knocking, smile and wave and greet them with a friendly hi or hello. This should happen as soon as you make eye contact with the homeowner. Too many times I see canvassers just stand there and wait. This is another situation that will create an uncomfortable situation, and another obstacle you have to overcome before you earn the right to make a presentation. Waving and saying hi in most cases forces them to return the acknowledgement… which puts them in a receptive frame of mind.
And finally, I’m a big fan of the canvasser having a flier or door hanger. Something you have in your hand that creates curiosity in the homeowner. It’s a powerful tool to help you get the door open and can be the focus or “reason” why you’re there. It’s also an obligatory tool, which is a subject for an entirely different article.
These are subtle things you can do at the door before you even start your presentation to lower the homeowner’s guard. Also, keep in mind that some people will still be rude, but by following these tips you’re going to increase your percentages of making effective presentations, and ultimately capturing more qualified leads.
Thanks Stephanie and Maria for your questions. If you have a canvassing question or challenge you’re having in your own company go to www.askthecanvassking.com and post your question.
If you joined me on last month’s Teleseminar calls then you’re already registered to be on this month’s live calls. If you haven’t yet been on a call you can register at www.canvassking.com/teleseminar and you’ll receive the call in phone number and access code. The next Teleseminar will be next Wednesday, March 9, 2011 at 2pm EST.