Sam Taggart is an author, podcast host, and the CEO of D2D (door to door) Experts, which grew to a multiple seven-figure consulting businesses in under seven years. He is the author of ABC’s of Closing: Experts’ Secrets to Closing More Deals in Door to Door Sales and the host of the D2D podcast. He runs a conference called D2D con and an online education platform called D2D University, and he created a non-profit service called the D2D Association. He also has two SaaS platforms: Vanilla Message and Recruit Ematic. Sam also has a team of experts that do door-to-door coaching and consulting.
In today’s episode, we’re going to discuss Sam’s journey to door-to-door sales and a few things he has learned over his career.
Sam started door-to-door sales at a young age. His father always taught him that if he wanted something, he should go out and get it, and so that’s what he did. When Sam was seven years old, he went and found golf balls, then went to the side of a golf course, set up a lemonade stand, and sold those golf balls. One day he came home with $97.
When he was 11, he started selling magazines with his brother, and when he was 13, and all through high school, he went and did door-to-door sales, painting people’s addresses on the curbs for them. Then, when he was 18, he started selling alarm systems until he became the top sales rep at Vivint in 2014 and eventually moved to selling solar. By the time he was 24 years old, Sam was a millionaire from door-to-door sales.
He wanted to share his success with others so he started his Door to Door convention and had 800 people come out to his first event. He quit his job because no one would believe he would give content for free without recruiting, so he went all-in with his business and has been growing it ever since. Over his years of experience, Sam learned a few tips on door-to-door sales.
1. Find a Problem and Create a Solution
Just as we need to do with our sales funnels, we need to find a problem and create a solution to that problem.
One of the previous guests on my show is now the VP of marketing for a company that’s generating over $2 billion dollars of revenue a year, and the first business he created was a toilet cleaning business. He went around and he offered to clean people’s toilets for $5 per toilet, per week. He got his customers signed up on a recurring revenue model and they made a lot of money cleaning toilets for people.
We can find the things that people don’t want to do themselves like cleaning a toilet and find a business opportunity. When we can solve a problem for our audience, we will find success. Just think of how many people are willing to pay someone to shovel the snow off their driveway or mow their lawn. While they could easily do this themselves, it’s a problem they don’t enjoy fixing themselves, and it becomes a service they are willing to pay for on a regular basis.
Paul Marsden, a British businessman, said, “Business is all about solving people’s problems at a profit.” Our products and services should be based on our customers’ problems if we want to succeed. What bothers them? How can we fix it?
According to HubSpot, when buyers were asked what they want from sales pros, 69% said, “Listen to my needs.” Our main goal should be to help our customers. If we can’t do this, we don’t have a business.
Kerry O’Shea Gorgone, a content creator, lawyer, educator, and talk show host, said, “If your message is irrelevant to [customers], people not only tune out but think less of your brand for not understanding their needs.”
2. Take Advantage of a Condensed Audience Base
One of the biggest benefits of door-to-door sales is that it is perfect for a condensed customer base that is very targeted. Instead of trying to market to people across the country, state, or even across a city, we can create an audience that lives near us, so it is easier to maintain a connection with them.
Sam met with a guy who went out on the weekends to sell pooper scooper services. He bought a pooper scooper and went and offered to pick up dog poop in people’s backyards. Not only did he solve a problem for his audience, but he also found a specific niche audience. His business model wouldn’t work in a less condensed market; it relied on door-to-door sales.
“Maybe I don’t want a radius of the entire state of Idaho, I just want this neighborhood,” Sam said. “So how do we get that targeted customer base? [I can] knock on their door.”
Door-to-door sales are a great opportunity to connect with our audience. It can be hard to establish a strong connection with a large audience, especially if that audience was gained online. However, with a condensed market, it is easier to meet one-on-one with our customers and build personal relationships. We can actually have a conversation with each customer face-to-face and get to know them.
Maya Angelou, an American poet, memoirist, and civil rights activist, said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” If we can make our customers feel valued through a personal relationship with them, we are doing it right.
3. Focus on Good Values
One of the best things we can do in our business is to focus on our values and keep good morals. The primary goal of our business shouldn’t be to make money, it should be to help our customers.
Door-to-door sales often get a bad reputation because people think these salesmen are only after their money. When Sam created his D2D convention, he had to quit his job as a salesman because no one would believe he would give valuable content for free without recruiting. His customers didn’t believe he wanted to help them; they thought he only wanted to recruit them. If we are only focused on the money, our customers will be able to tell and our success rates will suffer because of it.
Sam’s greatest home run was hosting an event that promoted good morals and values. A week before his event went life, Vivint created a competing event for free in the same hall. However, instead of stealing Sam’s customers, it did the opposite. Sam explained that the energy from the two different events was the polar opposite. The Vivint event focused on making money whereas his event focused on team building and unity. When people noticed this difference, they left the Vivint event and went to his.
“I learned that when you have an energy of unity, collaboration, honor, [and] integrity . . . that creates so much higher motivation,” Sam said.
The event gave Sam the confidence to keep going and keep his business afloat. He noticed there was a lack of good values in his industry, and he wanted to fix that. Rather than focusing on money, he focused on good values and morals.
Richard Branson, a business magnate, investor, and author, said, “Some entrepreneurs think, ‘How can I make a lot of money?’ But the better way is to think, ‘How can I make people’s lives a lot better?’ If you get it right, the money will come.”
When we focus on creating a business based on good values and targeted at helping solve a customer’s need, our success rate will increase and money will come naturally.
Thank you so much Sam for sharing your stories and insights with us today. Here are some of my key takeaways from this episode:
1. If you want something, go out and get it.
2. We need to find a problem our customers have and create a solution to that problem. Successful businesses solve people’s problems for a profit.
3. Focus on making a lot of people’s lives better, and the money will come.
4. One of the biggest benefits of door-to-door sales is that it is perfect for a condensed customer base that is very targeted. This makes it easier to meet one-on-one with our customers and build a personal relationship with them.
5. The primary goal of our business shouldn’t be to make money, it should be to help our customers. When we create a business based on good values, our success rate will increase and money will come naturally.
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