42 Knock Out

The night before her first day of high school, Sam stopped in his daughter’s bedroom to see how she was feeling. Sitting on the edge of her bed, Sam watched Sara set her clothes out for the next day.

“Ready for tomorrow?” He asked. Without looking up, Sara shrugged, “I guess.” Sensing how nervous she was, Sam assured her that the classes wouldn’t be too hard, but Sara cut him off.

“Dad,” she said, lifting her big, hazel eyes, “I’m afraid people won’t like me.”

Sam smiled, “Getting people to like you is easy. You just have to genuinely like them first.”

Sam explained to his daughter how easy it is to make friends when you don’t waste time worrying about getting in with the “right” crowd. She could have many friendships if she started off liking everybody, instead of limiting herself to those who were just like her.

Sam’s advice is more than just a way to survive high school; it is a great rule of thumb for the adult and business worlds. Too often businesspeople are so concerned with aligning themselves with the “right” group of people that they end up shutting more doors of opportunity than they open.

Every year, businesspeople spend thousands of dollars trying to get new customers and develop new ideas, yet they ignore or avoid conversations with people who may lead them to the solution. They would rather stay in their business clique until their ideas dry up and their network grows stagnant.

The same petty social rules that consume the high school world do not have to be present in the business world. Building your network of business contacts shouldn’t be a selfish scavenger hunt, so stop qualifying and categorizing everybody you meet. Put aside your personality differences and try to genuinely care about the other person and their interests.

Forget about building power teams, master alliances, and ideal referral partners. It’s not about finding people just like you or only making deals with those who can do something for you. Just focus on meeting people, making friendships, and opening up as many doors as you can.

Whether you sell copiers, advertising, or temporary staffing, the nuts and bolts of your business is in getting others to like you. Therefore, your biggest challenge is to get out into the community and become liked by as many people as you can.

Don’t be afraid to leave your comfort zone to go to new places and have coffee with fresh faces. Forcing yourself to network and associate with new people allows you to hear new ideas and see new perspectives of your business. You’ll be surprised at what you’ll learn and the sizable network you will make.

Opportunities don’t knock on closed doors, including those that you, yourself, have closed. Now is the time to scan your mental Rolodex and reconsider opening doors you may have shut in the past. Don’t let what could be a profitable opened door close for insignificant reasons. Be the bigger person. Pick up the phone to schedule coffee with somebody who isn’t expecting your phone call. You have nothing to lose by enjoying coffee with a former customer, nagging salesperson, or even a competitor.

As you begin to know the people in your community well, you will become well-known. As you make the effort to genuinely like everybody in your community, you will become well-liked. When you know and like more people than your competition, more people will know and like you more than your competition.

See how many doors you can open by stepping out of your comfort zone and getting to meet as many fresh faces as you can. New people mean new ideas and a strong, profitable network of contacts. All you have to do to get them to like you is to genuinely like them first.

Knocking on doors to gain new customers sounds like an ancient idea. It’s sort of a relic that collects dust on the shelves of those who simply can’t afford real marketing, right? Wrong. Knocking on doors works well to build a customer base, maintain your current level of customers, or grow your existing business. In most businesses, door knocking is a great idea. Most jobs start out that way, anyhow: you need to knock on someone’s door to land a job, right? Here I want to discuss a few tips for those considering knocking on doors, and I hope it will serve your needs the way it has served mine. I’m part of a family-owned business, and I learned to knock on doors when I owned an advertising franchise. The only thing that’s changed is my close ratio (which is much higher now) and my clientele, but otherwise, a knock’s a knock. Let’s look at a few tips that have really helped propel me into the top-tier of door knocking.

1. First step: lose the stigma. Seriously, we all know it’s there. The stigma is something like, “The only people who knock on doors are charlatans and quacks. Real businesses don’t stoop so low. It’s like you’re begging for business.” First off, I know of a top-earning, millionaire Realtor that generates leads almost entirely by knocking on doors. I know in our business (let’s call it a local delivery business), 98% of our customers have come from door knocking. Our volume has gone from zilch to about $30k/month in gross sales. We’re not doing too bad, and we’re still growing. Door knocking is a legitimate way for any business owner to make face-to-face contact with his or her future customers, and it’s been working since money was invented. So long as you’re honest, knocking on doors to get new customers isn’t stooping low or begging, but it’s definitely an advantage you can have over your competitors, who all have the same stigmas, and who will lose their customers to your hard work knocking on doors.

2. Obviously you’ll need to hire someone to cover your business while you’re out knocking on doors. Don’t worry, after a while you’ll train someone or other people to knock on doors with you, and later to replace you if you choose. But that’s a future goal. Right now, you need to make time to knock on doors, even if it means on your days off.

3. Lose the excuse. I don’t care if it’s raining little drops of rain. If that happens, get into your car and then wait it out. Commit to making knocking on doors a concerted effort. Put on your new thinking cap and make a goal. Recently, my boss (brother-in-law) asked me what my goal was for new customers as we fired it up again. I told him 10/week. He thought that was a bit high. I’ve been getting 10/week. When I saw the rain clouds gathering, I stopped my deliveries to concentrate on marketing before it rained. I got 5 customers in an hour. I went back to delivering when it rained. I’m not Superman, but I have goals. You need to as well, and it all depends on your business.

4. You want to aim at premier knocking times. What I mean is, when are people home? Usually, about 4pm-8pm or so is perfect. Most folks will be eating dinner at some time in there, don’t worry. If they answer with food in their mouths, that’s your cue to give them your elevator speech. You don’t want to be doing this around lunch time, but only because most folks aren’t home then. Prime time for door knocking seems to be around that 4-8 window, but I’ve also found that the 10am-12pm and hit-or-miss from 2pm-4pm, with many people returning from errands around that time. You may need to experiment for your area, but I’m guessing that around 4pm onwards is a good window in your area as well.

5. Aim for houses that have signs of life. Sure, you can literally knock on every single door and talk to all the people who answer. I have found that as long as there’s some indication of life such as chimney smoke, lights on inside around twilight, open garages, cars in the driveway, etc., then chances are high that I’ll have a conversation. Sometimes a thorough knock will be what you need to do, and the record-keeping is easier that way. If you happen to be in a neighborhood for another customer, when you’re done with your customer, then knock the street, aiming for the homes that make the most sense as I indicated.

6. Make sure your speech includes the basics. Such as: introduction, what your business does, the benefits you offer (especially when your competition doesn’t do x,y or z), and why they need to choose you. Give them an incentive to pick you on the spot, such as a limited time offer or what have you, but try not to sound like a TV promoter or game show host. Be natural, conversational. However you do it, set the urgency in a nonchalant way, and come prepared with a free trial of some sort. Remember: you went to them, why do they want to buy what you have? Give them the incentive and motivation to buy now. Close with a free trial offer, money-back or satisfaction guarantee or a discount if it makes sense. You should also make sure your speech is front-loaded with reasons for them to keep listening to you, and keep it short. It needs to be an elevator speech of why they would simply love your service. Finally, as Zig Ziglar has often said: Always Be Closing. Remember to ask for the sale 5 times, or as close as you can to 5 times, before they turn you down. Practice that until it becomes natural.

7. Understand the objections. Make a list of your common objections. Your homework is to overcome these objections, and reduce their sales resistance by removing the risk they feel is in the way. Do this consistently, and your door knocking campaign will soon be something you look forward to. It’s an honest way to introduce yourself and your business to your new customers, and they’ll reward your efforts with their business.

8. Lastly, don’t push it. I once had a marketer come to my door and explain the prison work release program he was a part of, and when I turned him down, he tried to physically keep my door open with his hand. I’m not a Chihuahua, mind you, but I’m no Bull Mastiff, either. That felt dangerous. If you’ve asked for the sale a few times and aren’t closing the sale, then it’s time to graciously depart, thank them for their time, even apologize for the inconvenience. You want to leave on a positive note, even if they’re rude. Respect their boundaries, and especially those “No Solicitor” signs. You don’t want to lose customers when you’re out marketing, so don’t give people a reason to be turned off. Be respectful.