Your introduction is critical in getting a homeowner’s attention and being able to stay at the door to make a full presentation. After the introduction it’s very likely you’re going to get some kind of response from the homeowner. It’s rare anyone says, “Where do I sign” immediately after the introduction. The response will be either an objection or a passive non-objection. A passive non-objection is not a hard objection or direct “no”, but a stall or a “not ready now” response to your offer.
All too often canvassers get confused where they should go or how to transition based on the homeowner’s response. Regardless of your specific introduction script the objective of how you transition should be the same; it should be designed to keep the homeowner moving forward toward scheduling an appointment or giving you their contact information so you can follow up with them.
Here’s the battle that takes place at the door. You want to get the homeowner as a lead and/or appointment and the homeowner wants to throw you off your guard and get you off their door step. You’ve heard me talk about it before and you should always be asking alternative choice questions. It’s critical the end of your introduction be followed by an alternative choice question. Asking an open-ended question after the introduction is certain death, especially if the only answer the homeowner can give is, “no.”
Before I go any further, let me clarify, you can be canvassing for single or multiple products or services, but regardless, your alternative choice question should be asking the homeowner to make a commitment.
Many times it will be a passive non-objection response and this is where many canvassers get confused and go off in the wrong direction. You have to determine if their response is an objection or a passive non-objection. An objection is, “We’re not interested” or “We don’t have the money”. A passive non-objection is anything other than these.
I liken objections to getting a red light and a passive non-objection to a green light. When you get a red light you have to stop and address it. When you get a green light you don’t stop, you keep going. You may have to make a turn at the light, but you don’t stop. The canvasser needs to get clarity on where to go with this. This is a major problem for canvassers. I see canvassers getting passive non-objections and treating them like objections, trying to overcome them and they ultimately turn passive non-objections into objections.
It’s also important to listen to how the homeowner responds, not just what they say, but how they say it. For example, the homeowner might be short and gruff in their response. This is a tip-off to their disposition and an indicator as to how you must proceed. Do they talk fast or slow? Are they loud or soft? If the homeowner appears upset or curt in their response you have to defuse it and proceed. You can’t be intimidated by this response. You should mirror their pace and tone (refer to my past article on body language or inside your Canvassing in the New Economy training program where I discuss this subject in depth, along with video examples).
There’s an added bonus when you recognize and respond properly to the homeowner’s response. When you learn to handle their objections and effectively proceed past their passive non-objections you’ll find homeowners will be less offended. This is a subtle yet powerful strategy in differentiating yourself from other canvassers and companies who canvass.
The best way to master your transition and direction is to continually roll play with canvassers.
You need to be able to move quickly and efficiently through your presentation so as not to annoy the homeowner. Being able to let the words just flow out of you like you’ve done it a thousand times before. When you can achieve that you’ll have become a professional canvasser. As I said at the beginning of this article, it’s going to take some work, but your efforts will be well rewarded.
We’ll be facing new challenges this year we’ve never faced before and some of the same we’ve battled before. Silver Level membership with Canvass King is a resource that can help you work toward your 2013 goals. Staying connected here and with peers from around the country you’re assured to keep you momentum headed in the right direction.
I can promise you 3 things in 2013:
- We’re going to work hard
- We’re going to have fun
- We’ll keep moving forward
The work part isn’t intended to be punishment, rather the cost of success. Nothing great can come without a little hard work. You can discover more about Silver membership by clicking on the link to the right.