Door to Door Sales. Winning with Door-2-Door. I hear you knocking. Brian Bacigalupo Ken White. All questions answered at end of presentation

Transcription

1 I hear you knocking. Winning with Door-2-Door Door to Door Sales All questions answered at end of presentation Also, stay tuned for a special offer Presented by: Brian Bacigalupo Ken White Thursday, April 30, 4:00PM EDT

2 Winning with Door-2-Door Today s Agenda Campaign Objectives Campaign Timing Who You ll Need How to Execute What to Say Make It Mobile

3 Door-2-Door Marketing Campaign National Do Not Call List Replace with inexpensive sales TruGreen & Scotts Lawnservice College Pro Painters

4 Door-2-Door Sales Objective Obtain leads for program sales, with a cost per close of less than $60 per customer

5 12-week period commencing either 3-4 weeks before production begins or when the sidewalks are clean and dry 7 days a week Spring - Late Summer Fall Practice Practice Practice: Make sure you role play everyday Recommended Timing

6 Hire best applicant as Supervisor 5 hours a day, planning and coaching. Must have valid drivers license. Suggested compensation $10 hour plus $1.00 for each lead. Based on 6 door-knockers and 3 leads per hour, the Supervisor can earn an additional $9.00 per hour. Hiring a Supervisor Supervisor to arrange student pick-up, dropoff, block planning, franchisee reporting, weekly meeting and weekly review.

7 Hiring Door-Knockers (Canvassers) Place ads to acquire students throughout February and March at local high schools, colleges, universities. Interview applicants based on friendly and outgoing attitude, professional appearance, good verbal skills. Offer 3 hours a day 7 days a week (4 to 7pm Monday to Friday; 10am to 1pm Saturday; 11am to 1pm Sunday). Suggested compensation $7.00 per lead (leads to be verified by Sales staff). Expectation = approximately 3 leads per hour ($21/hr) plus incentives.

8 Assumptions One door-knocker covers homes per hour 100 in a three hour period. Plan and map priority neighborhood areas. Block areas off once covered. Plan for over 500 homes per shift 3500 in a week. 50% of the people home and four homes in 50 will be agreeable to a free estimate (8% response rate). That s 2.4 leads per hour. Expect over 33% to close. Of the 50% not home; expect less than 1% to call back from door hanger (.0075) even with an exceptional offer.

9 Suggested Technique The door-knocker must be friendly and professional in appearance. Hours worked are best experimented with locally as to when people are home and receptive. We suggest 3 hour shifts, seven days a week, with 4 PM to 7 PM during the week and 10 AM to 1 PM on Saturdays and 11 AM to 2 PM on Sundays. Meet at your place of business or get picked-up on route to the neighborhood site. One student works each side of street three teams, 6 door-knockers (have minimum two reserves, in case of no-shows). Challenge teams with goals.

10 Suggested Technique Students fill out a door hanger, with price per app and price for aeration (special introductory offer). A brochure is also provided which speaks to the Brand, the list of services and programs, and the guarantee. Students knock on the door, tell who they are and whom they represent. Power statement is provided which gives Brand differentiation. They then ask if the homeowner would like a free lawn analysis and quotation for improvement. If no, they leave door-hanger, and suggest they can reconsider and call back at any time). If yes, leave the brochure and have qualified sales person stop by within the hour.

11 Forecasted Results Based on Assumptions: (9 Person Crew, Supervisor 6 Door Knockers & 2 Sales People) leads per hour; 7.2 per shift (43/day) 43 leads closing at 33% = 14 sales /day; 100 per week 3600 leads; 1,200 sales Average sale value, $ Annual revenue $300,000.00

12 Campaign Cost Doorknockers labor (paid $7.00 per lead) 3,600 x $7 $25,200 Supervisor $10.00 per hour (5 hour shifts per day) 120 days $6,000 - Plus $1.00/lead (3,600 leads) $3,600 Van rental (to carry 7) $50/day $800/month x 3 months $2,400 Van gas ($100 per week) x 12 $1,200 Leave behinds: door-hangers & brochures 30,000 at 15 cents $4,500 Uniforms for people (20-24 shirts, jackets, hats) $1,200 Miscellaneous (clip boards, post-it notes, street signs) $1,000 Incentives $30/day x 120 days $3,600 TOTAL $50,000

13 Forecasted Economic Results Estimated total cost per lead (3,600) = $14.47 Estimated cost per close (1,200) = $43.42

14 Improving Results Before you knock: Target mail brochure the week prior Place signs in the area 1 or 2 days prior It s all about the offer! Door Hangers offer an introductory aeration price of $39.95 (2500 sqft.) + $24.95 introductory offer. Make sure: Your vehicles are decaled. The supervisor is organized and has routes and work sheets for each day and each two-man crew. Door-Knockers skip homes where it is obvious no one is at home.

15 Advantages Most knowledgeable people make the sales Personal contact Higher customer loyalty Build density in neighborhood you want to be in Inexpensive sales

16 Where does the Door-2-Door Sales Data, used in a campaign, come from? Marketing Data Block Leading Old Estimates

17 Door-2-Door Sales: While Block Leading Or After? Block Leading can be done in conjunction with Door-2-Door Sales. Block Leading can be done to only build a Marketing Database.

18 Sales Estimate Book

19 Sales Estimate Book

20 The Sales Estimate Book Routing Assistant will create a pushpin for each street that is included in the Sales Estimate Book

21 Sales Estimate Book Utilizing the Sales Estimate Book from within Service Assistant you can plan and organize door-2-door neighborhood marketing campaigns Use the handheld button to assign streets and dates to a user

22 The Sales Estimate Book Once our area is selected, we can optimize the Route and get directions for the most efficient order to run our leads

23 The Sales Estimate Book When we are finished selecting and routing our Sales Estimate Book, our last step is to hit the Print button, which will print our book or select Handheld to push to Mobile Live

24 The Sales Estimate Book Showing prior Estimates can help in guess-timating lawns. We can see this Customer is sq $ per app. This gives us a starting point for estimating the neighbors.

25 Route Loose Work Process

26 The Sales Estimate Book

27 The Sales Estimate Book This button will bring up a similar window as the Sales Estimate Book from the Customer List report menu, except this time it includes only the Neighbors of today s Route

28 The Sales Estimate Book We are now ready to run our leads. We can either gather lawn sizes and pricing without leaving any information, or we can leave a quick estimate or door hanger that states our services, price per app, and the number of apps per year Remember, the more estimates we run, the more we sell. Real green door hangers work great

29 Let s Go Mobile!

30 Route Listing: Street List Logging into Mobile Live will provide a list of the streets to visit Each street is listed in the optimized order predefined during the route-optimization process from within Service Assistant

31 Block Leading: Address List Clicking on a street will navigate you to the first house on that street The address list will show the known address stored in your Service Assistant database

32 Filtering/Sorting You can change the sort order of addresses to optimize data entry Use the Filtering Menu to eliminate undesired visits

33 Door-2-Door Script: Knock, Knock!

34 Hello I m state your name from your company name and I m in the neighborhood tonight looking at some lawns. As I was coming up to the door I noticed a couple of things in your lawn. If you have a couple of minutes I would love to show you. (At this point turn 90 degrees and sidestep away from the door) Take them out on the lawn and discuss what you found and then do a soft close (then keep quiet) If the homeowner agrees to take the service, great move on and cover all the closing points If the homeowner doesn t, overcome the objection and close again (Keep QUIET)

35 Script Success Tips You will either win them over, which gets you to the closing points or you have your 3 rd and final close so make it good. Once you have closed, make sure to let the homeowner know that the office will be calling in the next 5 minutes to make sure that we have all their information correct. The key is getting them OUT OF THE HOUSE and onto the LAWN. DO NOT TRY to sell them through the door or at the kitchen table. Also you need to practice some part of this EVERY DAY (Role Playing is a MUST for 15 minutes)

36 Missing Addresses Missing addresses can be quickly added using the menu context Simply click the Add Address button and Mobile Live will reverse geo-code your current location

37 Customer Search Allows you to: Generate a list of customers in the field Search and find a neighbor Add a new Customer record With the results from the search you can gather measurements, generate estimates or perform production

38 Customer Search From the route listing screen, tap on the menu button, then select the Customer Search option to launch the customer search module

39 Neighbor Search By default the search screen will attempt to find a list of customers closest to the users current position If GPS is disabled this step will be skipped To skip tap on the screen to continue to the advanced search option

40 Advanced Search Tap the advanced button

41 Required Fields All required fields available by default Each type of search requires a minimum amount of entered information As a search type is selected the non-relevant required fields will be ignored

42 First/Last Name Results Search may generate multiple results Name, address and status of customer records returned are displayed Scroll through the list to make a selection tap on the address To return to Search page tap the device s Back button To add a new customer tap the New Customer button ** The Add permission must be enabled in the customer security settings for the user to access this option

43 Search Results From the Customer screen you can: Update customer information Add services Generate estimates Once a service is added you can complete the production for that service and leave an invoice for the customer The ability to perform these activities are dependent upon the security setup for the user

44 Add New Customer Can t find a customer record? Tap menu button located on your device Select Add New Customer from the menu ** User must have SA security permissions to ADD customers configured

45 GPS Search By default Add New screen will attempt to find addresses based on your current position If GPS is disabled this step is skipped Cancel and continue to add an address manually: Tap the screen or the Back button on your device

46 Add New Customer Your device s GPS will return an address based on your current position If the address is incorrect or not found, you can manually enter it Once the address is entered select Create Customer button to create new record It is automatically inserted into the SA database

47 Correct Address When creating a new customer you are prompted to verify that the address is correct If you select Yes, the record is created and uploaded to SA If you select No, you are allowed to make address corrections before creating the account

48 New Customer Success! You have created a new customer record with Mobile Live! Now you can: Update Customer Information Add a Service Perform an Estimate to leave with customer Price a service, get approval from, perform the service and leave customer an invoice All activities are available, but are dependent upon the security permissions granted to the user

49 Collecting Customer Info Customer: Name Size Phone # Address Company Name Review Service History Generate proposal & quote new program or special job

50 Adding Programs/ Special Jobs 2! 3! 1! Choosing a program/special job is as easy as 1 2 3! 1: Select the add service button 2: Choose from either the program list, or the special job list 3: The program or job generates with pricing from your price tables

51 Proposing an Estimate Adjust Size Modify Individual Rounds Adjust Price

52 Additional Customer Info The Navigator Drawer allows access to advanced customer information collection

53 Customer Options You have option to delete the Program You also have the option to Produce!

54 Capture Call Aheads Technician Notes Customer Notes Round Notes Discounts Estimated Man-Hours and more

55 Technician Notes & Customer Notes Type Notes (only when stopped safety first!) Or Voice-to-Text Option

56 Condition Codes Note particular conditions about the property to enhance future marketing campaigns Collect personalized images of the conditions noted to build a colorful personalized proposal for the customer

57 Finalizing Estimate Choose 1 of 3 options Collect customer reject reasons Offer same-day service & start production immediately Preview proposals with customer, print a copy for the customer to review later or a copy to the customer while in the field

58 Estimate Presentation Choose from 4 different options to capture your customer s attention All options can be previewed, printed or ed for customer approval

59 Proposal The Proposal will span multiple pages when necessary. We Removed The Free Service Call text. We added customer notes to the proposals. And we removed the grass watermark as well as yellow and green shading in service area to improve printing. You can print or Proposal Use Condition codes and Images for more personalization Review the proposal with the customer onsite, or the proposal to the customer

60 Estimate Summary Estimate Summary allows user to include multiple services on one proposal It spans multiple pages when needed Estimate Summary can be printed from the customer screen by selecting it from the side bar

61 Proposal Summary (cont.) Summary Proposal can include multiple services combined on a single proposal with pricing and number of visits Proposal can also span multiple pages when needed

62 Knock Outcomes The customer was not home. Will stop back through on my way out. When finished, select an outcome reason and add an optional note. By hitting Create Attempt the address falls to the bottom of the list as completed.

63 Pay Structure 1) Pay per hour 2) Commissions on Lawn, Mosquito and Perimeter programs will be based on number of complete programs sold each week: Program 1 10 each is worth $15.00 Program each is worth $ each is worth $ ) Partial programs (2 4 visits) are worth $5.00 each 5) Example 1: You sell 16 complete programs, pay is as follows: 10 x = $ x = $ x = $25.00 Total for commission is: $ ) Example 2: You sell 12 programs + 4 partial programs: 10 x = $ x = $ x 5.00 = $20.00 Total for commission is: $ ) All specials and other programs will be 6 % of the treatment as the service is rendered

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65 Questions?