Have you ever heard the statement, “You can’t see the forest through the trees?” What it means is we get caught up in our day to day work, business and challenges and all too often we can’t see the problem or solution because we’re so busy working on the problem. That’s why the mastermind process is so powerful; other people who are not directly engulfed in your challenges can see things from a different perspective. There’s another way to capture leads even when the homeowner isn’t ready to set an appointment.
One of the challenges I hear is that in canvassing you can make a presentation and either end up with the appointment or you don’t; there’s no in between.
My last Silver Level Telecoaching call with members, I talked about the importance of the appointment sheet and how it’s organized in order to put the canvasser in a position of control. You can apply my “Rule of 6”, which puts the homeowner in an agreement pattern allowing you to build rapport and transition to asking for the appointment without creating an awkward situation. The key is being able to get the homeowner’s contact information early so in cases when the canvasser cannot get an appointment you have the pertinent information to be able to follow up and market to the homeowner later.
There was a time when business was so abundant that we could discount lost leads and never think twice about those lost. Unfortunately in today’s environment we can’t be so cavalier about lost leads. We need a way to be able to keep those homeowner’s “on the hook,” or what I call, “keeping them in the just looking stage.” Let’s face it, not all homeowners are ready to make the decision to consider your products when you’re ready to sell them. This doesn’t mean they won’t ever be ready.
Keeping them in the “just looking stage” is keeping them interested and open to the idea of listening to a presentation for your product or service. If the homeowner isn’t interested in setting up an appointment now you should have something of value you will send them with no strings attached; just to capture the lead and keep them connected to you. This is advanced thinking and marketing not seen by our industry before.
This would be for situations when you’re at the door and there is an interest but they don’t want to set up an appointment (they’re not ready right now). Too many times prospects feel pressure when the canvasser pushes for the appointment even though there is a need.
We think our business is different; that our challenges are different from any other business. I do consult with businesses on canvassing in other industries aside from home improvements. How would you like to be in preplanned funerals and cemetery products/services? Yes, canvassing door to door can work even in selling death. Last week I was in Houston, Texas consulting on site with a private client and I was teaching them the advanced strategy I spoke of earlier … having something of value they can send to prospects later. If it can work in the preplanned cemetery and funeral business, it can work for the home improvement business!
So what do you offer that would be of value to homeowners? What do they want? What could they use that will maintain their interest in the home improvements and keeps them connected to you? I pose the question so you start to think differently. Here’s the key, approach it from the homeowner’s side of the door. Imagine you were on the receiving end of a canvasser’s presentation and you said, “Not right now.” What would you use?
I’ll be discussing this very subject on my next Silver Level Telecoaching call with members on Wednesday. I’ll be discussing specific ideas on the “thing” of value you can give homeowners; as well as sharing specifics from my onsite visit in Houston.
This will position you and your company with some 21st century marketing strategies. If you’d like to become a member and get the answer, visit Silver Level membership sign up.