How To Do Door-to-Door Marketing

Door-to-door marketing is making a comeback. Since the do-not-call registry makes it nearly impossible to reach million of prospects, many marketing companies and small companies are going to good old-fashioned door-to-door marketing. According to an article on MSNBC, door-to-door marketing isn’t as effective as telemarketing, but it’s still effective.

If you’ve never done any door-to-door marketing, it can seem intimidating. Here are the steps to take to make your door-to-door marketing campaign successful.

1. Brush up your communication skills. Be prepared to introduce yourself and your product. Keep the description short and simple.

2. Write out what you want to say. You don’t want to sound like you’re reciting from a script, but jot down key points you want to address at each house.

3. Practice your “elevator pitch.” An elevator pitch describes your product and its benefits in 30 seconds or less. This may be all the time you have to speak to the prospect.

4. Organize your briefcase/carrying case. Include business cards, brochures and catalogs, and product samples, if possible. Don’t forget any paperwork, including sales slips for when you make a sale.

4. Dress appropriately. You should at least look business casual, but it’s more impressive if you wear a suit. This makes you look professional and gives you an air of credibility before a word falls from your mouth.

4. Greet your prospect politely and ask if you can have a few minutes of his time. If a child answers the door, ask for the head of the household or for an adult. Speak in a voice that is easy to hear, but don’t shout.

5. Once given the go-ahead, give him your elevator pitch. Be sure to stress benefits.

6. Explain why your product is better than the competition. Include emotion, rather than logic here. People don’t care much about facts; they care about how a product makes them feel. For example, if you’re selling jewelry to a man: “your wife will just love this necklace and she’ll be so surprised and touched by your gift” (love, grateful). To a woman: “all your friends will want a necklace just like this one” (envy). Play up any emotions attached to your product.

7. Have product samples on hand, if possible. Let the prospect touch the product, and if possible, use it.

8. Close the visit by asking for a sale. Be sure to have any paperwork needed to complete the sale with you.

9. If the person isn’t ready to commit yet, leave a printed brochure or printed catalog behind for the person to look through at her convenience. Also give her your business card in case she has any questions.

10. Thank the prospect for his time and leave. Don’t stay any longer than necessary. You don’t want to seem like an inconvenience.

11. At the end of the day, jot down any notes about what you said or did that led to a rejection and to a sale. You’ll probably see a pattern of when you do or say certain things that make a prospect more likely to buy. Incorporate these things into future door-to-door excursions.