How To Make Your Fortune With Door To Door Sales

A lot of people look down their nose at door to door sales but actual measurement shows it is a very effective way to sell.

Knocking on doors to sell is no more of an interruption than any other form of advertising. Even TV and radio advertising interrupts your shows or music. Like ll other advertising and sales, if you product or service is needed by the customer, they are glad you came by. If they don’t need what you are offering, they view you as a pest and an interruption. For example, if your toilet started dripping and flooding just before a pluming company knocked on your door, would you be glad they came by? Sure you would. That’s why raising interest quickly is so important in door to door sales.

A Great Way To Get Through

Door to door sales will get you through to a decision maker. You won’t get voice make, receptionists or other gatekeepers to stop you. If the door opens, you got through and you have a few seconds to raise interest and tell them how you can help them. Door to door sales allows you to get through to people you would never reach any other way. Door to door sales also gives you immediate customer feedback. If too many people don’t like your approach, your price or your product, you can change it quickly.

Undivided Attention

When someone answers the door, you have their undivided attention for a few precious seconds. There is no other form of advertising that provides this golden opportunity. TV commercials interrupt the show. Many people leave the room. Newspaper ads are an interruption for people trying to read the news. Telemarketing calls are taken while people eat, watch TV and do all kinds of things. Only door to door sales gives you their undivided attention.

Impulse Selling

Door to door sales gets impulse sales. Most other forms of advertising require a person to think now and act later. For example, TV ads require you to remember the name and number of the advertiser and decide to call them later. The same is true of billboards, radio ads etc. Only door to door sales puts a salesperson with an order form in front of a customer you have convinced to buy right now. That is the miracle and the magic of door to door sales.

No Cost To Try

Unlike all other forms of marketing, door to door sales costs nothing to try. If you can knock, you can sell. This allows small startup companies to compete with the big dogs and can bring in immediate cash to new businesses.

Easy To Evolve

Unlike other kinds of marketing that may take weeks and thousands of dollars to change, door to door sales is easy to evolve and improve. You can change your presentation, your price and your approach before you knock on the next door. The cost of this market research is zero. Give it a try and see who salutes it.

Used By Respectable Companies

Some people fee that door to door selling is only used by swindlers but some of the largest companies use this medium successfully such as AT & T, Time Warner and many others. Be proud if you sell door to door. You are in a good group of sales companies.

Door to door is as American as the front porch and as friendly as meeting your neighbors. It is a great way to market, and it should be a part of every salesperson’s sales tools.

Ooh Advertising Out-of-home Advertising Boosts Impact Of Other Media, Delivers Sales Lift

Marketers looking for evidence that out-of-home advertising can improve sales and amplify the effectiveness of their other advertising need look no further than a new study from Clear Channel Communications and MarketShare Partners.

The study, “How Out-of-Home Advertising Works,” examines the return on investment of using out-of-home advertising as an ingredient in a larger marketing mix. Specifically, the report finds OOH advertising provides a significant, incremental sales lift that equals, or is often greater than, other drivers.

“After careful analysis of thousands of marketing optimization models, and considering decades of research and applied marketing science, independent research from MarketShare Partners conclusively shows that OOH is an effective marketing vehicle and should be included as a component of the optimal marketing mix across a broad range of industries,” said Debbie Reichig, senior vice president of Business Development and Marketing at Clear Channel Outdoor.

So what can marketers expect from OOH advertising? Quite a lot, actually. A press release announcing the report outlines some of key benefits, including:

*Adding OOH in the media mix, for industries and products where it provides observable sales lift, makes other media more effective.

*OOH can provide a significantly higher sales lift in conjunction with TV when the creative messaging is coordinated across platforms.

*OOH can provide a significantly higher sales lift in conjunction with radio when there is a call to action.

As I’ve discussed before, out-of-home advertising using a medium such as digital signage networks is making great strides these days. Recent developments in technologies and techniques to count audience elevate the stature of OOH advertising in the minds of marketers and ad agencies alike.

The latest study from Clear Channel Communications and MarketShare Partners advances the medium further still. It not only demonstrates how OOH ads can provide a sales lift when used together with radio and TV advertising, but it makes specific recommendations on the optimum allocation of marketing resources to out of home.

The study finds the best allocation of marketing dollars to OOH advertising falls somewhere between 5 percent and 25 percent of the total advertising budget for most products and brands.

While some may discount this study as self-serving -after all Clear Channel Communications recently announced its recommitment to OOH ad networks and is one of the largest purveyors of outdoor advertising in the world- to do so would be shortsighted in my opinion. Sure this company has an interest in OOH advertising, but both Clear Channel and MarketShare Partners have an equally strong interest in protecting their reputation in the industry. To do anything other than to look honestly and completely at OOH advertising in the report would be harmful to both enterprises.

I applaud the companies and the release of “How Out-of-Home Advertising Works.” The study offers the advertising and marketing communities key insights at this important stage in the development of OOH advertising on digital signage networks. Not only does the study demonstrate how OOH advertising can help marketers achieve their goals, it quantifies what portion of their ad budgets should be allocated to this medium to maximize the effectiveness of their advertising efforts.

Customer Intimacy And Empathy Are Keys to Innovation

“Above
all, we know that an entrepreneurial strategy has more chance of
success the more it starts with the users – their utilities, their
values, their realities … the test of an innovation is always what it
does for the user…it is by no means hunch or gamble. But it is also
not precisely science. Rather, it is judgment.” – Peter Drucker,
Innovation and Entrepreneurship

Just because a company is
spending money on research (such as markets, customers, or new
technologies) and development doesn’t mean they will get innovation.
Innovation, as with advertising, training, or many other organization
investments, depends on the quality of the investment as much as the
quantity of resources put in it. A high proportion of innovative new
products, services, and companies flop. That’s often because managers
build better mousetraps without first making sure there are any mice out
there. Or that people still want to catch them.

Many innovations
come from a deeper level of customer and market understanding. They go
beyond what current customers say they need. They solve problems that
customers either don’t realize they have or didn’t know could be solved.
These innovations create needs and performance gaps only once customers
start using them and get turned on to the possibilities.

Every
product and service we now take for granted was once silly, interesting,
or just an odd curiosity. What would we have said to a market
researcher asking about a video machine for our TV when there were few
movies to rent? How about CD players when there were no CDs to buy? What
about a bankcard to withdraw cash from an ATM? How about a personal
computer? In the fifties, how highly would we have rated the need for
jet planes when our business was conducted within a few hundred-mile
radius of our office?

These are a few examples of the thousands of
innovations that customer or market research and competitive
benchmarking would never have identified a need for. The companies who
pioneered these sorts of innovative breakthroughs had years of
spectacular revenue growth and market leadership.

Walking in Our Customer’s Shoes

“The
need for innovation on an unprecedented scale is a given. The question
is how. It seems that giving the market free rein, inside and outside
the firm, is the best – perhaps the only – satisfactory answer.” – Tom
Peters, Liberation Management: Necessary Disorganization for the
Nanosecond Nineties

Innovation is a hands-on issue. It calls
for an intimate understanding of our current customers and markets,
potential new customers or markets, team and organization competencies
and improvement opportunities, vision, values, and mission. We can’t
develop that intimacy from a distance. Studies, reports, surveys,
graphs, and measurements wouldn’t do it.

Effective innovation
depends on disciplined management systems and processes. But it starts
with people. People searching for creative ways to do things better,
different, or more effectively. People trying to understand how other
people use, or could use, the products or services their organization
could produce. That makes innovation a leadership issue.

Beyond
the management tools of surveys, focus groups, and the like, innovation
leaders find a multitude of ways to live in their customers’ world.
They’re learning how to learn from the market, not just market research.
Innovation leaders look for ways to align the organization’s product
and service development competencies with latent or unexpressed market
and customer needs. Since customers don’t know what’s possible, they
often can’t identify innovations that break with familiar patterns.

At
the other extreme, leaders recognize that their organizations are
constantly in danger of developing products and services with little or
no market appeal. So many new (or extended) products and services come
from empathic innovation. These are innovations that flow from a deep
empathy and understanding of the intended customers’ problems and
aspirations.

Through living in and empathizing with their
customers’ world, innovation leaders focus their organization’s
development capabilities on solving problems or meeting needs that
customers may not realize could be done.

As my first consulting
company, The Achieve Group, was working with current and prospective
Clients to move beyond the training field to organization improvement,
we stumbled across the need for senior management education, strategy
formulation, and implementation planning sessions. This came from
working closely with Clients struggling to get people in their
organization trained and using new approaches to customer service,
quality improvement, and teams. It became clear that how the senior
management group pulled everything together and led the effort was the
key stumbling block or stepping stone to the whole effort. After
experiments, pilots, and few failures, Achieve’s highly successful
executive retreat process evolved and developed to meet a need no one
had anticipated.