Door-Knocking vs Door-Hangers

.

I’ve broken this post into several parts because it covers more than one topic.

Below, part one from the Email bag:

The wisdom of door-knocking vs. door-hangers: I’m curious how you, David, and your subscribers in the biz feel about the relative merits of cold-call door-knocking vs. leaving door hangers.

Here’s why I ask:

50 years ago, when housewives were home all day; there was no Stranger Danger; no Caller ID; no Do Not Call Lists; no DCA strangling of the funeral/cemetery industry, door-knocking was probably a very effective means of reaching prospects.

I’ll be commenting on other parts of this email in the coming days.

Some thoughts on the subject of door-knocking vs. door-hangers:

First, how many doors did you knock?  What neighborhood?  Did you target the neighborhood?  Are there families in those neighborhoods you’ve done business with?

Second, I can tell you a story about a Sales Manager I know who went out and placed 1,552 door hangers and got exactly ZERO replies.

Third, I asked the Sales Manager the same question I’m asking you.  His reply was he would have door knocked the area he placed door-hangers.  But he only placed the door-hangers one time.

Fourth, split testing will give you the answer.  Door-knock some and Door-hanger others.  But smart prospecting should apply.  Smart prospecting is to combine both methods.  Door-knock an area and leave the door-hangers on the doors of those folks not home.  You should profile the neighborhood to know who lives in your area.  If it is younger people like your email mentions you must door-knock between 2 pm – 7 pm.  Why do I pick those times? Because your prospects are probably still working with children living home.

Fifth, you can door-knock anytime just remember who is likely to be home at certain times of the day.  In the day time you’ll find retired folks who probably have done some pre-arranging.  This would be pre-need funeral leads.  Door-knocking in the late afternoon and dinner time would be cemetery leads.  Most families will pre-plan the cemetery first, funeral second.

Sixth, a better strategy is to blend the two methods.  It is similar to “farming” a concept Realtors use by focusing on geographical target areas.  Realtors will flood the neighborhood with mail, phone, in-person materials to get their name out there.

Seventh, a tip to put on your door-hangers is to use a classified style ad.  A headline that gets the Prospect to raise a hand in interest for additional information (see Sales Letter Manual for details).

If any of the above techniques are not working it is because you are not targeting your Prospect.

For example, does your prospect own a home?  This isn’t a requirement but homeowners tend to purchase pre-arrangements more than renters.

The hard part of this email question is not the strategy it is the Target Prospect.

Clearly identifying the “WHO” your likely prospect is will answer the question about the methods of contact.

If you don’t know who your prospect is no strategy or method will work.  It’s much like shooting arrows in the dark at a target that doesn’t exist.

It isn’t so much door-knocking vs. door-hangers, it is communicating a message and delivering that message to a particular Prospect.  It is about knowing who your prospect is. 

If you don’t know who your Prospect is the message, the delivery, the frequency doesn’t matter.

So, the answer is to TEST, TEST, TEST, but figure out who your Prospect is so you can adjust the message to the person(s) and your delivery is just another step in the process.

Remember there isn’t a magic bullet.  It is many bullets and blending different strategies together.

One shot door-hangers are similar to one shot mailings are similar to one-time-door-knocking.  They never get noticed.  But, a mailer, door-knock, door-hanger, advertisement, drop-by, referral, combined with frequency does get noticed.  The magic is in the frequency but only after you’ve determined who your prospect is and developed a message for him/her.

Happy Selling!

David…

P.S. Good news/Bad news.  All of my catalog products will be coming down in a couple of days.  This includes the Whole Enchilada of everything I’ve got.  If you’ve been on the fence about investing in your SELF than I suggest you get off the fence pretty darn quick because you’ve got a few days to act or you’ll be out of luck.

This is good news for you because I’m having a fire-side sale.

P.P.S.  To all my subscribers and members you won’t see much of a change.  I’ll still be updating you and sending out tips, strategies, techniques, and other goodies.

But, Membership has privileges and subscribers get benefits.  If you’re not willing to invest in your SELF you might aught to look in the mirror for the reason your sales aren’t where they should be. 

No one can take away your education and experience.

NO ONE!

BUT, the key is YOU.  You’ve got to do something about it because no one will do it for you.  The fact that you’re here now going through this material is a good thing.  The next step is to invest in your SELF.

Click here for more …..

…