When you think of marketing, there are thousands of advertising options available. I used to own a franchise that centered around marketing to new movers with a direct mail package. As I reflect on those days and prices, I have no idea how new business owners quite afforded my contract, but many did. Now a days, I work in a local family business, and just like you, we take marketing very seriously. Sometimes it’s like we’re swimming with the sharks – and we’re shark bait. Our major competitors are on the radio, local television, buying Google Ads, you name it. When you’re building up from nothing to noteworthy, so long as you can afford to do so, I’d recommend all the above.
However, if you’re anything like our business, you don’t own a gold mine. Money has a limit, and you still have to eat at the end of the day. Our solution was pretty low-tech, though we have a Google Ads campaign and a pretty well-designed website. We get 98% of our customers from a low-tech solution that has been proven throughout the history of business. Cavemen used this method to promote their dried T-Rex jerky stands (don’t bother looking that up). As you may have guessed, the low-tech solution that’s so often overlooked is door knocking.
Before you shake your head at it, get your mind around the fact that there are churches that are quite successful at promoting themselves this way. This isn’t meant as an endorsement or criticism of those groups, but it shows at least that the method works. What you may not realize is that your competitors may already be out there on the street door knocking, grabbing your future customers from right underneath your nose. If you own any type of delivery service, or lawn care, or other residential maintenance service, then door knocking simply makes tactical sense. You can consolidate your routes and growth for greater efficiency.
There is no cheaper way I know to target market for your business. If you can’t get out there and spend a couple of hours a day building your business, then you should really consider paying someone to do it for you. I’d recommend perfecting your “elevator speech” before you do so. You want your team going out there armed with the ability to always be closing, to ask for the sale about 3-5 times, and to overcome objections with a possible “puppy dog close” (”risk-free trial”). Do your homework and ask yourself: why would these people want to switch to me, or use me instead of the other guys? What benefits to the customer can you sell at their door step? Can you give them an incentive to use you immediately or sooner rather than later? Introductory offers work really well. Don’t be afraid to win someone’s business.
Unlike other marketing methods, you can really go after your target market door knocking. Target areas like golf courses, higher income developments, and custom homes. Before you launch your door knocking campaign, be sure you check with local authorities to make sure you have proper licenses if needed. Also be sure to respect the “No Solicitor” signs. Keep good records, too, of homes for sale: you’ll hit these when they finally do sell. Get to these new movers first, and you may win a long-term, loyal customer. Don’t be afraid to give door knocking a shot, because unlike other ad campaigns, your costs are minimal. Try it out for six months, and weigh the benefits and steady growth against your other campaigns. If you get really good, train others to do it for or with you. If you aren’t any good, get a coach or hire a pro. Growing your business is definitely worth it.
