I was sitting down to dinner with my family when the doorbell rang. I opened the door and greeted the stranger standing on my porch. “Yes?” I asked.
“Hi I’m from the cable company and we have a great deal for only ninety-five dollars a month you can have 120 TV channels high speed internet and local and long distance phone service,” the young man at my door said in a prayer long run. He offered a half smile and added, “How are you today?” Hey? I thought. “No, thanks.” I said and closed the door.
Like most of you, I have met vendors at my door many times. Most sold “earn money for college” magazines, but others sold Fuller brushes (I’m not that old, he used to sell brushes to my mom), one sold an all-purpose “miracle cleaner” (the only bright spot on the door my brass foot stopper tests for product effectiveness), and another that sells vacuum cleaners (no kidding).
Although the Fuller Brush man disappeared from our porches many years ago, door-to-door salesmen are here to stay, and not just for magazines, miracle cleaners, or vacuum cleaners. The cable television industry has used direct sales for decades as part of its marketing mix. As houses were built and the cable network was extended and apartments were wired, sales people were sent door to door to make sales. Representatives approached those people who hadn’t already ordered by phone and offered them something special to sign up. A free install or a movie channel for a month was usually all it took to make a sale (I know because I was a door-to-door sales rep for Viacom Cable about 20 years ago). Sales reps didn’t have to know much to be successful, so cable operators didn’t spend a lot of money on training, sales were made, and everyone was happy.
The time has changed. Much. Now the market is fiercely competitive with satellite and phone companies alike battling cable operators established by subscribers. Mailboxes are regularly filled with advertisements, and direct mail rates have plummeted as a result. A 2 percent direct mail response rate used to be the minimum expectation; now 1.5 percent is considered exceptional. Now more than ever, cable operators need quality door salespeople who can actually sell, because a good door salesperson can do things that no amount of advertising or direct mail can do. A good salesperson can build a relationship, actively discover needs, and then guide a person to a purchase decision.
Sales training can be expensive, so sadly, the habits of the past have carried over into the present and few cable operators train their people to be successful. Having trainers on staff and paying for the mileage, meals, and lodging for sales reps to meet adds up to a lot of money, which is why many operators are still doing what they’ve always done; What is your hat size? Here is a clipboard, now go to it! Selling cable door to door is not rocket science, but there is a world of difference between someone who is poorly trained and someone who has been taught a clear and effective process to follow. Here are three common mistakes untrained sales reps regularly make at the door that quickly get the conversation and the door slamming.
1. Too much information delivered too quickly. A continuous burst of unsolicited information is just plain annoying and doesn’t give the prospect a reason to want to hear more… Goodbye.
2. Offer a price. The price of anything is an inconvenience to purchase, so why on earth give the prospect a reason not to buy what you have? Again… Goodbye.
3. Being insincere. A stranger on the porch asking, “How are you today?” it doesn’t make sense because the prospect instinctively knows that the stranger asking the question doesn’t care. Insincere questions simply waste time and brand the sales rep as a wily salesperson who will say anything to make a sale. So, goodbye. Times are tough and competition for subscribers is fierce. A direct sales rep who avoids these mistakes will start more conversations at the door and make more sales. Guaranteed.
