This article is written for those who are not only new to door to door sales, but are in the process of gaining a working knowledge of the product/service they are selling. Why would someone knock on doors in an attempt to sell something in which they only had basic knowledge? Money!
Most of you have heard it said, but it is worth repeating. Communication is 7% verbal, 38% tonality, and 55% visual (body language). When I first became interested in body language, I did what most beginners do. I attempted to “read” others’ body language – not only is that task extremely difficult, it often interferes with your ability to be 100% present in most conversations.
Eventually, you will come to realize that your own body language, the signals you give off, are directly within your control, and are equally, if not more important to face to face communication.
Subsequent articles will delve into topics such as positioning your body in ways to decrease cortisol levels. Cortisol is the hormone responsible for the fight or flight response. However, when you are not under a real attack, the stress that is caused by heightened cortisol levels is damaging to your body, and it hinders communication. By aligning your body in certain ways, you can regulate both your breathing patterns, and others as well. We are hard-wired to follow those who seem to be in control. We will get into specific techniques, at a future time, to help you do just that.
So, you are new to door to door sales, your product line, or both. Which factor is least important in setting the appointment, or closing the sale: (1) trust, (2) being perceived as an expert, or (3) knowledge of the product line or service? Without trust, the process stops before it even starts. Image has always triumphed over substance. Do you remember the television debate that changed everything? – Nixon won the debate on radio, and Kennedy won on TV. Case closed! Your knowledge of the product line will take the longest to change, and it is the least important factor as well. It takes tremendous self-confidence to attempt what you are about to do (sell something that you have limited knowledge, and experience with).
If your desire is to gain credibility with your customers in the shortest period of time, would you be better off studying technical manuals for hours, or reading books on body language, acting and meditation? You know my answer. Product knowledge will come over time. Your need for money is immediate!
Think of the Doctor/patient relationship. When you walk into your Doctor’s office, she has her diplomas on the wall (with any relevant certifications or organizations she belongs to). She is wearing a lab coat. The receptionist makes you wait in the “waiting room” before you “wait” in the actual room where you will see the Doctor. Without even realizing it, you are being prepped. She is educated, and her time is more valuable than yours. Human beings respond to people in uniforms – thus the lab coat helps with demonstrating her credibility.
Think about how the Doctor patiently listens to your problems as she writes information on your chart (which you cannot read), and demonstrates through how she listens that you are the only thing on her mind at the present moment. She may be late on a car payment, having problems with her children, or her sister may have died. Most of the time, you won’t realize she has a care in the world – besides you – because she is a professional.
Likewise, you want to demonstrate the same level of professionalism. You obviously cannot display your diplomas on the wall, but you can carry any certifications that are applicable, in a pitch book, if you use one. Wear a company shirt, if provided. Otherwise, dress about 20% better than your clients or competition. Wear ID around your neck.
Get in shape. It is a fact that people follow other’s easier, if they appear vibrant and healthy. That is how our species has survived. Survival of the fittest. You do not need to look like you are about to compete in Mr. Olympia. You simply need to be height/weight proportionate.
Use a clipboard, and take notes. Taking notes demonstrates that you are not only listening, but quite interested as well. People find those who are interested in them, quite interesting themselves (Dale Carnegie 101). You have the advantage of allowing your customer to do most of the talking. Remember, communication is only 7% verbal. The biggest advantage to this method is having the ability to allow your prospect to show you how “they want to be sold.” Another huge advantage is not “telling” on yourself.
If they ask you a question that you don’t have an answer to, be honest! People appreciate that. Research the answer, and get back to your client. You will be surprised how quickly you gain “product” knowledge this way. In the meantime, you are still closing sales and setting appointments.
Google is your friend!
Image is everything. By thinking of the Doctor/Patient relationship you will quite probably come up with other ideas.
People buy the salesman – not just the product. Although this is an extreme example, do you remember the Andy Griffith show? You want to be more like Andy than Barney. Andy was calm, cool, relaxed and most of all friendly. He didn’t appear as a know-it-all. Barney was quite the opposite. He kept up on every new technique other police departments were using, but his harried demeanor made him appear as though he wasn’t capable. Andy inspired trust and confidence, in others, while Barney did the exact opposite.
Like-ability (the ability to be liked) and trust go further with potential customers than pure knowledge. Nobody likes a know-it-all anyway. You simply need to know a little more than they do. The customer only needs to know that you are competent to provide the intended service, or manage their project. The cues your body gives off will accomplish that goal in the quickest way. As you research ideas to keep up with your clients needs you will find that your product knowledge will increase, and you will come across as authentic and trustworthy. What you say and what you do will be in alignment.
By dressing the part, demonstrating a calm demeanor, being friendly, and having the capacity to be fully present while listening, you will naturally come off as the “expert.”
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