Last month I discussed how to transition the homeowner off, “We’re not interested” and extend your time in front of them to make a presentation. The average canvasser will get stalled here. The secret formula lies in the 15 words you heard in the video clip last month. Those are, “No problem, let me ask you a question. Have you ever had an estimate before?”
At the first sign of resistance by a homeowner the inexperienced canvasser will immediately defend their position by selling the features and benefits of what they’re offering; when the proper approach is to put the burden of proof on the homeowner. This is why seasoned direct sales people have trouble transitioning to canvassing, because they fall back on what they know to do best, sell.
As I’ll break down with my rebuttal, it’s marketing 101. People are more motivated to avoid pain than attracted to the gain of pleasure. Let’s review the video clip again so you can see and hear the script for establishing the pain and want.
As you see, I’m stating every problem they could be experiencing with their existing product (in this case windows). I’m framing the pain as I’ve heard it from their neighbors and you have to list all the problems. Why do I do that?
We influence through connection. You can be the best canvasser, but if you present product from your perspective only you will connect with the value of what you’re presenting. The homeowner has to connect what you say with their pain, from their perspective. Only then will you break the homeowner’s barrier. That’s why I list all the possible pains they can/could have with their windows. No one will connect with all of them, but they’ll connect with at least one … and that’s all you need. For example, if the homeowner is frustrated every time they struggle to open and close a window and you mention “hard to open, hard to close” the homeowner will connect with that specific pain; and when they do you’re in. Your spotlight will shine brightly on that pain for the homeowner.
Additionally, you framing the pain as told you by their neighbor is a testimonial by proxy.
This is a mistake most make, not featuring every pain. Whether you promote 1 product or multiple ones, you need to list all the pains the homeowner can experience with their existing situation. Not taking action to consider hearing what you have to offer them means they’re stuck with their pains. The key is to build all the “pains” of their existing product, which your product or service eliminates. You then must learn them so you can recite them cold no matter where you are in your presentation. If you have my “Canvassing in the New Economy” training program you’ll see how and where you apply this step in my system.
You need to be able to recite these scripts for every product you represent. You have to be so well rehearsed that it if I woke you in the middle of the night and said, “We’re not interested” you immediately would say, “No problem, let me ask you a question. Have you ever had an estimate before?” When they say no, you jump right to the pains, without hesitation.
It works! In fact on my live teleseminar last week Eric from Excel Windows in Chicago called in to tell me this one step doubled his lead production in less than 1 shift. Additionally he said that by implementing this technique homeowners were more receptive to hearing what he had to offer. He said had his shift not been cut short by rain he’d of probably tripled his leads last Tuesday. You can get your copy of the teleseminar on CD for $2.95 at www.canvassking.com/teleseminar-cd. But act now, this CD will only be available until October 11th.
The final step is what I’ll discuss in next month’s article as I wrap up this series. If you have questions about this month’s article, write me at www.AskTheCanvassKing.com. If you would like to learn more about my entire 5-Step Canvassing System in one complete training program, check out www.canvassking.com/training to see a 16-minute video that details my Canvassing in the New Economy training program. Also, feel free to leave me a comment about this month’s article here in the blog. I’d love to hear from you.