There are so many companies I see looking to start a canvassing program yet they let the wrong things get in their way. It is possible to start a canvassing department with only the basic understanding of what it takes to be successful. There are components to get started, find someone to show you the fundamentals and persevere. It’s very possible to learn and lead at the same time. My guest on a recent Silver Telecoaching call, Shawn McGrory, the National Retail Phone Manager for Four Seasons, is doing just that. I suggest you listen to the call to get all the minor details I talked about on the call and hear Shawn talk about what he and his team learned from my onsite training only 24 hours earlier. I’ll let you in on their results in the attempt to motivate you to take action before I get into the content of this month’s canvassing article. I spent a half day training the office with 6 new recruits, hired on only days earlier. After a half day training on the mindset of canvassing, scripts and methodology we went out and canvassed for 40-minutes and got 8 leads; this from canvassers who were truly ‘green’.
You can do it too!
The second obstacle I hear from companies is they don’t have someone to head up the department. Reread the opening paragraph. Shawn is leading and learning at the same time; you will learn by doing, you don’t have to have it all figured it out, that’s what I do, I’ll guide you and develop the program. Don’t procrastinate!
In today’s article I’m going to discuss the 6 points to put together a new canvasser training. What’s most important to understand about the training is that a new canvasser’s first 72 hours is critical to setting them up for success or failure.
In my first 72 hours I saw the system work firsthand, but I had to figure out the key points of the system and then learn as I go. The difference between what happened to me (discussed on the CD) and what I’m suggesting you do with new recruits is laid out here. I figured it out and have tested it over the past 17 years. You don’t have to, just follow the 6 points I’m about to hand you. Don’t over-think it, just go out and do it.
When you train people properly you will minimize turnover. If you incorporate these 6 points you will eliminate turnover and ultimately increase lead production and sales.
1. Outline and plan for your training
My first canvassing training exactly 20 years ago this month was literally on the job. I showed up the first day and went out with a veteran who was going to ‘show me the ropes’. On the drive to my first neighborhood to canvass this guy didn’t say anything. He didn’t go over the system, he didn’t give me any advice, not even what to expect at the door. We arrived to the neighborhood, went up to the first door, he blurted out some sort of a presentation and got the appointment. That went on door after door. The next day I think the company was somewhat surprised I showed up. The second day I was sent into the field again to observe someone else to get a different perspective and that was pretty much it. On the third day they sent me into the field on my own, sending me off with a ‘thumbs-up’, a pat on the back and a ‘hang in there kid’ as my pep-talk.
From that experience needless to say I developed a system that is helpful for new hires and it works. You have to provide new canvassers with a combination of classroom and field training. A good part of the day is spent in the classroom teaching the psychology of the scripts and overall presentation. During the classroom time we work on roll playing. Then I will pair up the canvassers, out into the field for about an hour so they can now apply what they learned in the classroom and get real experience applying it in the field with actual prospects.
On the second day I spend a little time in the morning in the class to recap what we learned the day before and then I teach them the rest of the presentation. Again at the end of the classroom training we hit the field for an hour or so and apply our knowledge with real prospects. It’s important to have the classroom because it gives them the mechanics without any distractions and then get a feel for the application. It’s like learning how to fly an airplane. You can learn all the procedures from the book, but until you sit in the cockpit behind the yoke you’ll never know what it’s really like to apply the book knowledge. The Marines train and train on theory and mechanics, but it’s the time they spend in the mud under simulated situations when a recruit really learns what it’s like to be a Marine.
That’s not to say you should throw the new canvassers into the neighborhoods like I was. In my recruiting and hiring process a new canvasser will know exactly what it’s like to canvass before they hit the classroom.
When I’m out canvassing with them that first time I don’t care if they get a lead or not, I want them to at least feel what it’s like to deliver the introduction. Once they master that we can move on to the next step. It’s important to get a canvasser to feel the ‘rush’ of success as soon as possible. It’s like a golfer who hits the perfect tee shot, or sinks a 20 foot putt, it’s the exhilaration of that success that keeps them motivated.
2. Mindset, skill set and get off your assets
The mental and physical preparation is the first step in your training. Vince Lombardi asked his players at the beginning of each season who wanted to be number 1; everyone wants to be number 1, but unless you have your head on right none of the scripts and processes will do you any good. Vince started each season by holding up the football and saying, “This is a football.” Everyone wants to be number 1 but unless you’re starting from the right place in your mind and don’t have the commitment to be number 1 you’ll never achieve it.
3. What do you talk to the recruits about?
This is overlooked by even the most experienced companies. People don’t know what they don’t know. If you have experience canvassing or your company’s been doing it you know what the importance and value is for canvassing. However, most new recruits are young kids and they don’t have the experience and knowledge you have. They don’t understand how your business is set up or how or why it operates. What are all the ways you market to get business and what’s the roll and impact of each of those sources on the business? Who are all the people within the company and what do they do? They don’t need to know every detail of the company’s operation, but it’s critical to know how they fit into the company. How do they fit into the marketing department? Canvassers are often looked upon as the black sheep of the family when in reality they’re a key to the productivity and profitability for the business. Not to mention the role they play in others keeping their job by contributing to fundamental function of the operation; without leads there are no sales and without sales there’s no work for the production, accounting, management or phone people.
4. The difference between lead generation and lead conversion
Canvassing is not selling. The worst canvassers I’ve ever worked with are the top sales people within the company. Our function is to generate leads and set appointments. A sales person’s job is to put the prospect into the product or service. The canvasser’s role is to create opportunities for the sales people to call on. The sales person is always looking to go for the kill and close the sale. The canvasser’s sale is getting the lead or setting an appointment. It’s a minor mental distinction, but one that will make a significant difference in lead generation. Canvassing is a marketing function not a sales function.
5. Scripts
You need to have a script. The script is the core to your system. I’ve seen a lot of scripts over the years and most of them are terrible. No one likes to use scripts and before I start into the script I want to hear from everyone what their opinions are about using a script. I want it all on the table so I can disqualify them all by demonstrating the key ingredients and how they’ll actually make their job easier and better.
What’s their opinion of using a script? Get it all on the table. Once I have it out in the open then I navigate through the script. What I mean by navigating I mean I’m working to get a complete understanding of the words and methodology, and the psychology behind it. The script is not meant to change their personality, but to give them the direction proven to produce the most predictable positive results.
So the first step is to get them to understand the purpose behind the words. Next they read it out loud. Often the first time reading the script is like talking with marbles in their mouth because a great script isn’t how you normally talk, which is why people will fight using a script, but data has proven scripts work.
Next we work on memorizing the words, then presenting it and focusing on the delivery (voice, pace and tonality). Next we work at the ‘on-stage’ presentation; this is working on the body language, the non-verbal triggers and cues that are important to communicate in the presentation. Going over these steps again and again will ingrain the presentation in their pattern until it becomes natural. I can wake up my best students from a sound sleep, give them the first line of the introduction and they’ll jump into the script without missing a beat. It’s that important to use the right script.
If you’d like your script reviewed or would like help developing your script you can contact me at cthompson@canvassking.com or calling (216) 588-1337.
6. Apply the training in small increments
Think about what you’re asking a canvasser to do. They have to go out and knock on a person’s door that wasn’t expecting them, wasn’t thinking about the product or service they’re trying to put the prospect into an appointment for and if not get their personal information so you can continue to follow up with them. If you throw someone into this, as I was on my first day, you’re setting them up for failure.
I’ve already given you a glimpse at this. New canvassers have to win in small increments. They have to win at the introduction. They have to deliver it without the script, then deliver it with the right voice and tone, then with the body language and then out in the field with a prospect… to only deliver the introduction. You have to take the pressure off them. Remove the performance anxiety. Yes, you want them to get a lead or an appointment, but that will come when they learn the fundamentals and how to effectively apply them. They have to get momentum and then build upon it. I used the analogy of learning how to fly earlier. I wouldn’t want be in the plane with a new pilot who never landed a plane, let alone attempt to land one on an aircraft carrier on the open sea if they’d never done it before.
Remove the anxiety. Yes, you want them to produce, but when you’re training you have to take off your manager’s hat and put on your coaches hat. I’ll say that again, take off your manager hat and put on the coaches hat. That’s what made me so successful teaching canvassers, it’s important to know when to lead and when to coach.
When you implement these 6 points into your training you’re going to produce more canvassers who’ll produce leads, they’ll have more fun, you’ll reduce turnover and cultivate the kind of culture you’re striving to create.
If you have any questions regarding this month’s article you can submit them at www.AskTheCanvassKing.com or email me at cthompson@canvassking.com.
Until the next time we meet, I’ll continue to contribute strategies, techniques and philosophies to help you become more successful if you promise to apply and implement them. I’d love to hear your success stories and how I was able to help you. No success is too small to share.