Winning Through Marketing - Door to Door
Dec 18, 2024
Door to Door is our next post in our series of marketing. Aside from our Winning Through Marketing introduction post and our Ultimate Lead Guide series, also check out these marketing tactics:
Cold calling
Email marketing
Sales Letters
Networking
Social Media Marketing
Podcasting
Door to Door
Social Media Strategies Deep Dive:
You've seen the posts on how we define a lead: A lead is any property or space that could use YOUR cleaning services. Essentially every single building is a lead, right? What better way to introduce yourself to that lead than with door to door marketing.
Door to door marketing should be self-explanatory. You're going door to door to introduce your company to theirs. How do you find these leads? Check out the Ultimate Lead Guide series in the link above in the first paragraph if you want to target a specific niche like office buildings, offices, banks, churches, car dealerships, medical, etc.. You can also visit a local office complex or building and literally go door to door to introduce your services.
Before I go further, this marketing tactic is one of my least favorite. I've stated before, I'm more of an introvert and going door to door doesn't jive with my personality style. It clashes. It sucks the life out of me. But it works and I have won new clients doing this marketing tactic.
Many of our past clients have been office buildings. Typically in a Class A office building, we're cleaning the suites. And in others, office suites are excluded. In either case, we go door to door. We do so to develop a relationship with the tenant. But our secondary goal is to upsell our services. If we're already cleaning in the space, we upsell opportunities like refrigerator cleaning, or stripping/waxing or carpet cleaning, when maybe these items are excluded from the lease with their property manager. If we're not cleaning in there, like in a Class C office building, then our goal is to win them over as a new cleaning client. Either way, door to door is the best marketing tactic to take since you're there already. There's familiarity and they've probably seen or met you.
We also go door to door when we win a new client. We'll take the time to visit their neighbors and introduce our company. It gives us a 3rd party perspective on our new client and sometimes we're fed information that can result in new leads, like info on their property management company.
We've won new clients doing door to door. These included banks, gyms, a television studio, law offices, interior design company, a daycare, and more.
Door to door works, but you have to work it. I looked up the stats but all the stats I studied included B2C. This post is focused on B2B and info is skewed. I have seen a 2% close rate on door to door sales, but I think that figure is much, much higher. Our own close rate was above 50% when factoring in my process, more outlined below.
Remember how I said I was introverted? Some see that as a weakness. I see it as a strength. It gives me the opportunity to listen more than I talk, the latter of which I don't like to do. I see this as a competitive advantage. So my goal is NOT to sell or pitch. My goal is to build a relationship. With that in mind, here's my process:
1) Pre-Game - I plan out my time and route. I maximize that to the best of my ability. I list out leads that I plan to hit. I check out their latest news (e.g. an acquisition, public win of a new contract, new hires, etc.). Much of this is easily found on social media. I memorize that information or at least carry it with me to quickly brief myself before visiting.
2) Pre-Visit - I dress the part. I'm often wearing a jacket and tie. Sometimes slacks and a logo'd shirt. I'm bringing with me a pad folio, some biz cards and brochures. And most importantly, I'm bringing a smile.
3) The Visit - My goal is to be in there 2 minutes or less. Any more than that, then I would have overstayed my welcome. I do ask for a decision-maker on cleaning and I ask for that person by name (remember, I did my homework) and if not available, then I'll converse with the gatekeeper.
Here's my script every time: "Hi, I'm Mark Lineberry with _________, and we remove the chaos in your office through a better clean. After all, image is everything."
I say this because if they have a pain point around the quality of cleaning there, then I've addressed that pain point. If they're worried about what others think about their dirty office, like a prospective visitor, then I've addressed that too.
If you clean a property or client nearby name drop that client or property in your conversation. Hi, I'm Mark Lineberry with _______, and we remove the chaos in your office through a better clean. After all, image is everything. If fact, we helped Dewey, Cheatam, & Howe, LLP just next door by improving their ROI through a better clean."
A solid Call to Action (CTA) is important. What do you want them to do after you introduce yourself? What is that action you want them to take? Is it to take your info/brochure? Is it to book a walkthrough? Is it to provide you with their contact info? Whatever that is for you in your sales process, be clear with that ask. Again, my goal...I just want to leave info. My goal is the relationship and that's my method. I never want to book a walkthrough unless they offered.
Generally they'll retort with one of roughly 8 objections. I don't try to handle their objections. Remember, my #1 goal is not to sell. It's to build a relationship. So therefore, regardless of what they say I'm returning another day (or following up).
Ever meet a dog you never met before? Some will come up to you and instantly you are their best friend. They want all the love. Some will come up to you and sniff and maybe wag their tail. They're cautious. But some will growl at you no matter what.
Terrible simile, I know, but people are like dogs in that regard. Some will give you all the love so when you're conversing with them, roll with what they say and do press for the next step, which is a walkthrough. Heck, offer to do one on the spot. Some are cautious. You need to develop more of a relationship. Do not press for a walkthrough. Ask 2-3 open questions and follow up at a later date. And some are absolutely cold towards you and gently back away but definitely follow up later on.
4) Data Points - Whether they're a great person to talk to or they growl at you, get as many data points as possible. Ask them if they have a cleaning service. Ask how they like their cleaning service. Ask about challenges they're facing now with their cleaning service. Ask how many people are cleaning. Ask if their current cleaning company is consistent or not. There are many different questions you can ask to pull in the info you need. Maybe they're not a good fit whatsoever, and pitching your services would be a waste of time and resources. Ask questions.
5) Follow-up - The magic is in the follow-up. Follow up with them that week. How? Add a touch point in your marketing. You just did door to door. You don't need to do that again. Send them an email. Send them a sales letter. Make a phone call. Do something additional. Market to them again that week.
This process works. I met with fellow cleaning business owners who do similar. I've seen some post where they only went inside 10 locations and won 2-3 of them on the spot. People buy from people, and not from companies. And in door to door marketing, you're really selling yourself.
I saved the legalese for last. Know that there legal considerations to door to door marketing. Some communities and buildings clearly have no trespassing or no soliciting signs. Please observe these. If they're present, don't do this type of marketing.
Also, some cities or counties have soliciting laws on the books to protect their residents. I know this focus is on B2B marketing but these apply to going door to door in offices too. Check your local laws. For example, both the city of our former office and our county both require a special permit. There's a fee for the permit and background checks are required. This is in place to protect locals and it's understandable. But acknowledge these rules and definitely follow them.
I hope this topic helps you win more clients. Good luck!
Next on Deck: Merry Christmas! (Coming 12-25-2024)