This month’s article is an extension of last month article. It was titled, “What’s the purpose behind YOUR Introduction?”
In it I suggested that you may be “ham-stringing” your results simply because you haven’t clearly identified the purpose of your introduction. I won’t summarize the article, but suggest you go back and read it again for context (after this one).
Once you define the purpose of your introduction, why you have it in your presentation, you must analyze the words of your introduction script; specifically how you’re asking for a commitment at the end of your introduction.
After your initial introduction most canvassers will get some form of objection or stall. The words you say may be hurting your chances of closing for the appointment as you progress further into your presentation.
Your words at the end of the introduction will vary depending on what you’re promoting, either a single or multiple products or services. You’re going to use an alternative choice question to gain a commitment from the homeowner.
After you’ve established why you’re at their door it’s time to get a commitment at the end of the introduction. I’ve seen three approaches.
- Pressuring the homeowner
- Being wimpy
- No-pressure close
Canvassing for a Single Product
When you’re canvassing for a single product, the commitment you’re seeking from the homeowner, at the end of the introduction, is on a day and time for an appointment.
Let’s say you’re canvassing for replacement windows (a single product) and it’s time to ask for the appointment. Here’s the three approaches applied (Hint- mine is always #3):
1. “When can we set up that appointment so you can see your options? Are you available afternoons or evenings?”
Your words, “set up that appointment” suggest they’re committing to a formal (high-pressure) sales presentation. The words in the sentence suggest, “High pressure.” This is the way a sales person talks; trying to “set” the appointment. To the homeowner, appointment means “selling” and the last thing they want is sold something they don’t think they need nor want. This creates resistance you’ll have to overcome in your presentation… if you get that far.
2. Being wimpy-
I’ve seen canvasser get wimpy when going for the appointment. They either asked the dreaded open ended question, “Would you be interested?” or worse yet, never asking the homeowner for a commitment on a date and time.
3. “When are you folks generally around, during the evenings or are daytimes better for you?
This is the way a friend or relative would talk to them. The change in the words and tone changes the implication of the question. Using “generally” softens the question, asking for a soft or micro-commitment. A series of little commitments set up a commitment pattern. #1 is like clubbing them over the head for the appointment and #2 completely wimps out; my approach, #3, is a happy medium and contributes to building (not damaging) rapport with the homeowner if they don’t commit to an appointment at this point in the presentation.
Canvassing for Multiple Products
When you’re canvassing for multiple products or services, the commitment you want from the homeowner, again, at the end of the introduction, is on a specific product or service.
Here’s the approach if you’re canvassing for multiple products and you’ve handed the homeowner a flier or door hanger listing all of your products and/or services.
1. “Which of the products or service would you do next?”
It’s an alternative question and you’re asking them to make a choice (identify a need or want you can pinpoint), but the wording (“do next”) suggests a buying commitment. At this point in the presentation that will be very threatening… unless they’ve seriously been considering one of your programs before you even showed up.
2. Once again, asking the dreaded open ended question, “Would you be interested?” or worse yet, never asking the homeowner for a commitment on a specific product or service.
3. “From that list, which of those products or services would you look into next for your home.”
Do you see the difference between 1 and 3? I’m asking which they’ll “look into next” rather than “do next.” My question keeps us in the “still looking / not buying mode”, which is within their comfort zone. In #1 you’re unconsciously suggesting, at this early stage, they’re going to have to make a buying decision. #3, my approach, simply suggests at this stage in the relationship “we’re still looking.” It also establishes you as a consultant/friend rather than a sales person.
It ties back to last month’s article, “Decide the purpose of your introduction”… to get a need and want first, not the appointment. Your words must support that objective if you’re going to be successful canvassing.
Leave me a comment below about your thoughts on this month’s article. If you have a question about your company or situation as it pertains to this subject, go to www.AskTheCanvassKing.com and post your question to me. I’ll respond either on my monthly Teleseminars (register free at www.canvassking.com/teleseminar) or respond directly to you by email.