Re: Paying Door Knockers - Posted by Frank Chin
Posted by Frank Chin on May 14, 2007 at 04:52:21:
Some years ago, a friend of mine had a business, which I was an investor. The business was installation of alarms.
He did the selling, had a sales manager on commission helping. He observed that when they did door knocking, other solicitations, a small percentage of it turn to sales.
So he came up with an idea along what you’re suggesting, hire a phone telemarker to do the initial solicitation, he or the sales manager would do the followup, the idea being that he can spend more time on the business, and the sales manager would be calling on qualified leads.
The idea sounded good on paper but was a dud in practice. Sales actually went down.
While the telemarketer developed many leads to followup on, when the sales manager followed up with a call to make the appointment to go, or actually showed up, he was told:
- There was a misunderstanding, they didn’t quite understand what the telemarketer was talking about.
- They thought about things since the call, and is not interested anymore.
- They talked to others since, and was told it was not a good idea.
My friend and I, and the sales manager sat down to discuss what went wrong, and we concluded that when ONE person shows up to do the solicitation, if there is an interest by the customer, repoir is either established at that point or not, and if there is, it’s then followed up by additional information and the sales pitch.
But with the “two step” process, repoir and the momentum is gone, and by the time we got back, the customer was not interested anymore.
Oh, I got a tenant of mine hiring door knockers for his business, tried different ones till one worked out, and for a SHORT while did OK. BUT then, word got out, a competitor paid the guy a few dollars more, and the door knocker went to work for his competitor.
He conclued too late that he should’ve have done the door knocking himself.
ALL THE ABOVE STORIES FROM THE SCHOOL OF HARD KNOCKS.