Door-to-door sales rocks

Tuesday, July 26th, 2011 | Marketing Strategies with
Posted by: Kristen Beireis, Trust Marketing Expert

salesmanDid your head just spin reading that?  Are you thinking I’m going to tell to you start doing door-to-door sales?  Don’t worry.  Door-to-door sales is not the latest, greatest way to go about your marketing…although it can prove useful.  The story I share below is intended to be a way to choose marketing strategies that will work for you.

In August, I’ll be co-hosting an event locally with a business coach.  We’re combining our talents for a small workshop/seminar.  First off, we decided to do this event because we both wanted to grow our local lists.

Key #1 to a successful marketing strategy is to know exactly what outcome you want.

From there we decided what marketing strategies we would use to promote the event.  Knowing that personal relationships create the best conversion, we knew we’d have to go out and meet people.  So, of course networking events were part of our plan.  Our target market is wellness businesses and we know that most owners of wellness businesses are busy either running the business or taking care of clients…sometimes both!  So, they don’t attend many networking meetings.  We knew we’d have to reach them where they worked.  So, it made sense to knock on office doors and personally invite them to the event with a flyer (and if we could get it, a convo about what they would get from attending).

Key #2 to a successful marketing strategy is knowing who your target market is
AND how to best reach them.

So, a couple weeks ago I hopped in my car (on one of the few relatively cool days we’ve had this summer) and knocked on doors of wellness businesses.  I was nervous.  As a Singer/Actress I’m used to those kind of nerves.  I get them just before I step on stage and this was like opening night jitters which are always worse.  I couldn’t find the first couple of offices which made me even more nervous.  Then I stepped into one where they actually introduced me to the business manager.  He was hugely busy and said he couldn’t talk, so I quickly gave him the flyer, got his card and asked when would be a good time to call next week.  I was then ushered out the door.

Now for some people that would’ve been discouraging or it might’ve been a downer.   For me that just fired me up!  I got excited that I would get to call and talk to him the next week.   For some reason while I was visiting with this business owner I fell into a groove.  It was a familiar groove.  It was one where I felt comfortable.

So, I had some additional confidence moving on to other offices.  Again, more I couldn’t find.  Some with just a business card out front and no receptionist to greet me.  Others I got to talk to partnering business owners.

I had a personal conversation with a dance studio owners daughter about getting into some adult dance classes and finding a voice coach that was local.  She had some connections and we shared some stories of the professional world.  It was a great convo on a personal level.  At the end, the Mother mentioned the partnering business owner (for the fitness business next door) struggled with marketing and business operations.  She said she’d definitely recommend our workshop/seminar.  How fun!  A personal convo ended up turning into a recommendation.

By this point I was totally high.  Again, it was a familiar and comfortable high that I had been missing.  At the time I didn’t realize what was happening but now that I look back on it I get it.  It was just like performing for me.  Instead of being a character though, all I had to do was be me.  My infectious, bubbly personality along with my curiosity about businesses was getting me in the door.  I was just having fun meeting new people (which is a favorite pass time of mine)!  I needed to know what I wanted to get across (a script), be in the moment and let the convo (scene) take its course.  That recipe was a great one for acting and it works for marketing!

Okay, so you might be wondering what my point is here.  Here’s the deal.  Your personality, experience and things you enjoy are all HUGE assets in marketing.  Use them!  Stop listening to what strategies you’re “supposed” to do and start experimenting with things that sound interesting and will get you what you want.  Try something new and different.  You never know when it will pay off.  I’m still following up with some of the people I met via phone, but just getting out there and meeting people juiced me up so I had the confidence and energy to get on the phone and follow-up (which I dreaded before I did this little experiment).

Key #3 to a successful marketing strategy is choose a strategy that fits who you are.

Your turn!  What strategies are you going to try that fit who YOU are?



Comments

  1. 1
    Linda Dessau // July 26th, 2011 at 7:42 pm

    Hey Kristen,

    Thanks for sharing this story and your tips. I read it with great interest because as we’ve discussed, we’re in a very similar place! We’ve both moved recently, and we’re both trying to branch out to meet and work with people in our local communities.

    I did my first workshop last week and I’m planning to do more next month and in the fall. I will definitely think about knocking on some doors to reach people who may not be attending any of my networking groups.

    Let’s keep each other posted!

    All the best,
    Linda

  2. 2
    Kristen Beireis, Trust Marketing Expert // July 26th, 2011 at 9:21 pm

    Hey Linda,

    Congrats on the first workshop!! I’m sure it was a huge success as you have amazing content to offer. If knocking on doors is something that you’re interested in, I say go for it. It was fun for me! I even got a confirmation of a yes today from someone I met on my door-to-door rounds. They should be registering today or early tomorrow.

    Yes, let’s keep each other posted!

    Create a great day,
    Kristen

  3. 3
    Einar Wus // September 28th, 2011 at 8:44 am

    Hi Kristen, fun story! Knocking doors are perhaps oldfashioned, but it sure is effective! You get face-to-face with the prospect right away, no need for advertising. If the person says no, there is always a new one waiting at the next door.

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