In the last episode with Sam Taggart, we discussed Sam’s journey to becoming an expert at door-to-door sales and some of his secrets to success. In today’s episode, we’re going to discuss how to find success with door-to-door sales.
Get Training and Be a Leader
Door-to-door sales require a lot of hard work. It isn’t something we can just go out and do without any training or planning.
Sam recommends we spend at least a month going out and trying door-to-door sales ourselves. Too many people send out their employees to do sales, but they don’t give them enough support on what they should be doing or selling because they don’t know what to do themselves.
If we send out our sales team to try door-to-door sales without ever trying it ourselves first, we’re not going to be able to help them find success or answer their questions. We should go and sell ourselves so we can learn what works and what doesn’t then give our sales team the proper coaching. We need to be the leader that is willing to get out with our team and work by their sides.
“Spend a month getting your face kicked in to verify if this is something that you could go sell,” Sam said. “A lot of people get lost [because] they’re sending people out to the wolves to die. And they don’t give enough training, support, or context on what they should be saying or how they should be saying it.”
A lot of people in sales try door to door for a couple of weeks and then give up because they didn’t have any success; however, they never did it the right way in the first place. Sam compared this to a bad golf swing. Just because we swing a golf club over and over again, it doesn’t mean we’re going to hit the ball or get the ball to where it needs to be. Instead, we have to train and practice. The same goes for door-to-door sales. If we ever want to get a “hole-in-one” or gain a customer, we need to practice our strategies and tactics.
“Give it a good, honest try. Get some coaching, watch some videos, or get some training,” Sam said. “You can be the leader that’s willing to get in the trenches and fight with your team.”
Work Hard and Take a Leap
Sam explained that the biggest mistake he sees people make is just being lazy. Statistics show that 92% of sales pros give up after their fourth call, but 80% of potential customers say no four times before they say yes (Source: Zety). If we want to find success with door-to-door sales, it is going to take patience and a lot of hard work. Sometimes it may take knocking on 100 doors to gain one customer.
“The hardest door in door-to-door sales is the car door,” Sam said. It is hard getting out of our car door to talk to a stranger and try to sell them something. We have to push through our fears and anxiety and go for it. A big mistake people make is waiting for the desire and excitement to go sell, but then it never comes. Sometimes, we just have to take a leap.
To help motivate us to start door-to-door sales, Sam recommends setting a schedule and committing to it. He explained that door-to-door sales are like going to the gym. The first few weeks of going to the gym often feel uncomfortable. It is hard to wake up early and give up our time for something that is difficult and makes us sore the next day. However, the more we go to the gym, the easier it gets until it becomes natural. This works the same way in sales. It is going to be uncomfortable at first, but the more hours we put into it, the easier it will become.
When we make a goal to go to the gym, we often get a trainer or friend to help keep us accountable. We can do something similar in sales. We can grab a sales partner and set goals to keep each other accountable. Sometimes it helps to make it a competition or a game to encourage us to stay motivated.
We can even go to the extreme and sacrifice something for every day we don’t get out and sell. For example, Sam made a goal to not eat sugar. Every time he eats sugar during the workday he gives $1,000 to his assistant to help him achieve his goal. For Monetization Nation, I made a goal to post a podcast episode every single day for an entire year. I announced to my friends and family that for every day I missed, I would donate $100 to BYU’s rival football team, the University of Utah (I am a huge BYU football fan), and so far I haven’t missed one day.
If we can find ways to motivate ourselves and work hard, it will be easier to get out and sell and eventually find success.
At the Door
Once we get to the door, then what do we do? Sam tested a framework for selling just about any product, from bouncy houses to spy glasses, and found that it was successful. Here is his framework:
1. Find an Area With Our Ideal Customer
Before we get to the door, we need to try to find an area that has our ideal prospect or target audience. Are we trying to sell to a wealthy customer or a middle-class customer? Are we trying to sell to stay-at-home moms or single women with full-time careers?
Knowing our target audience will affect where and when we sell. For example, if we are selling to a stay-at-home mom, it would be best to avoid times around 8 a.m. as they will most likely be busy getting their kids ready for school. Instead, it would be better to knock doors in the window of time from when their kids are gone until they come home. If we are selling to someone with a full-time career, it might be better to sell on the weekends or in the evenings.
2. Make a Connection
“Your first goal is to make a connection. Make a friend,” Sam said. Before we begin to pitch our product or service, we should focus on having a conversation. We want to break down our potential customer’s walls and help them feel comfortable with us.
We should get their name and find something we can connect on. People are much more likely to buy from us if they feel we appreciate them and respect their time. According to Forbes, 84% of consumers say being treated like a person and not a number is very important to winning their business. We should focus on building a relationship first instead of focusing on making a sale.
3. Tell Them What We Are Doing and Why
After we have developed a connection and had a brief conversation with our potential customer, Sam says we should explain what we are doing and why we are doing it. We don’t have to beat around the bush. We should let the customer know upfront what’s in it for them, and what’s in it for us. We should present them with a clear win-win situation.
For example, Sam said we can say something like this:
I’m here to earn your business. We’re the ones doing XYZ in your area, and we’re doing this because we found XYZ (meaning we found these problems). We know that homeowners don’t have XYZ, and we believe we can help solve this problem for you by XYZ. If we can do this at a formal rate, would you be interested in our service?
We should never try to “hide” the fact that we are asking for their money or business. Customers appreciate honesty. Instead of sounding like a scam, we should be upfront and honest. Even though our service or product may cost money, we need to explain how it can solve a problem for our customers. We have to show them why our product or service is worth that money. We need to make it clear to the potential customer that we offer value.
4. Wrap Up and Move On
We want to show potential customers that we respect their time. The worst thing we can do is waste their time. If it is obvious they don’t want to buy our product or service, we can thank them and move on. There is no reason to continue standing there trying to convince them why they need our product if they’ve already made a decision. This will only frustrate them, and they’ll be even less likely to do business with us in the future.
If our product or service works for them, then great, if not, it’s no big deal. We can go to the next door and move on once we’ve thanked them for their time. If they show interest, we can get right into it and start asking them questions to fill out our form. We can get their name, address, payment information, and any additional information we might need to get them set up.
Once we have the customer’s information, we have made a successful sale and can set them up for a recurring payment plan if that works with our product or services, and we can move on the next door and do it all over again.
A Quick Look at Infopreneurship
Door-to-door sales can be a great way to create an additional revenue stream in our businesses. Another way we can monetize our business is through infopreneurship. Infopreneurship is when someone takes knowledge in a certain area and sells it by providing value. One of the best ways to monetize information is by creating a value ladder of different products we can sell or give away.
Sam has done a great job at creating a value ladder. His D2D business provides information on door-to-door sales for his audience. He produces a free podcast episode about every week for his listeners where he helps give them tips on how to do door-to-door sales right. While he doesn’t make money directly from the podcast, his podcast has led to a lot of deals. He will host a podcast episode with a business owner and then invite them to use his products. His monetization from his podcast is from selling to people after the episode. Since we are more likely to do business with people we know, like, and trust, this method works really well. Sam gets to know his guest and then offers them a proposition afterward.
Sam also has a book. He explained that his book is the best business card. He can send it to people to establish his expertise. While he makes decent money from his book, it is even better used as a way to build authority and credibility. He called his book a “gateway drug” since his customers will read his book, realize his content is valuable and helpful, and then purchase his coaching and workshops.
Sam also has a few different recurring revenue streams: membership association with D2D University which is a certification course and a SaaS product. His recurring revenue puts a safety net on his business. If his recurring revenue can cover his payroll, he can do more things and take more risks to improve his business and provide more value to his customers.
While door-to-door sales can be a great way to make money, we can also look at different options that come through infopreneurship.
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. Door-to-door sales requires a lot of hard work. It isn’t something we can just go out and do without any training or planning. We should get trained and try it for a month before we determine if it is effective for our business or not.
2. We should be the type of leader that is willing to get out with our team and lead by their sides. We shouldn’t just send out our staff to try door-to-door sales without trying it ourselves first.
3. The hardest door in door-to-door sales is the car door. We have to find ways to motivate ourselves to overcome the fear and anxiety that can come with door-to-door sales and speaking with strangers every day.
4. To help motivate us to start door-to-door sales, we can set a schedule and commit to it, get an accountability partner, or create a challenge or game out of it.
5. Before we get to the door, we need to try to find an area that has our ideal prospect or target audience.
6. Before we begin to pitch our product or service, we should focus on having a conversation and establishing a connection.
7. We need to explain what we are doing and why we are doing it to the potential customer. We should let them know upfront what’s in it for them and what’s in it for us.
8. If our product or service works for them, great. If not, it’s no big deal. We can go to the next door and move on once we’ve thanked them for their time. If they show interest, we can get right into it and start asking them questions to fill out the form.
9. When we have expertise in a niche area, such as Sam has in door-to-door sales, infopreneurship can be a very effective way to monetize that expertise.
Connect with Sam
Do you want to take your digital monetization to the next level?
1. Get a free ebook about passion marketing, and learn how to become a top priority of your ideal customers at PassionMarketing.com.
3. Need help with your digital monetization strategy? Visit MonetizationPartners.com to schedule a free consultation.