Door-to-Door Sales: The Ultimate Guide

Check out our ultimate guide on door-to-door sales, including how it works, who it's right for, and how to do it well.

Door-to-door sales — sometimes referred to as cold canvassing — is an outbound lead generation strategy in which you walk up to a cold lead's doorstep to introduce your product or service and qualify them as a prospect. B2B sellers visit leads' places of business, while B2C sales reps target residential areas. Door-to-door sales focuses on well-prepared pitches or demos, with a goal to make a sale on the spot or collect the lead's information for a follow-up conversation.

How Door-to-Door Sales Works

The process of door-to-door sales involves identifying your ideal customer and where they live or work, then knocking on leads' doors to speak with them. Using a script and supporting materials, you explain your product or service and ask questions to gather key information and qualify them as a potential fit. You may be able to make an immediate sale to interested leads depending on your sales process, but most of the time, you try to schedule a longer discovery call or meeting to qualify them.

Below are the specific steps for door-to-door sales:

  1. Define Your Ideal Customer: Understand who you're targeting and where they're located.
  2. Outline Your Desired Territory: Choose the area where you'll knock on doors using a navigation app.
  3. Prepare Your Script: Write an introduction, questions to qualify the lead, a brief pitch or live demo, responses to common objections, and a call-to-action.
  4. Gather Supporting Materials: Prepare literature, props, tools, or any other materials that will help you with your pitch.
  5. Set a Goal for Number of Locations Visited: Decide how many homes or businesses you'll visit each day.
  6. Start Knocking on Doors: Speak with leads using your script and materials; when you feel they're qualified, ask them to take your desired action (e.g., allow you to enter their contact information into your system, set a follow-up call, purchase your product).
  7. Follow Up on Each Scenario: According to each lead's response, have another conversation with them, make a note not to contact them again, or complete another follow-up task.

Door-to-door sales has a high rejection rate, but it can be an effective sales prospecting strategy. Sellers that are often successful in door-to-door sales represent B2B or B2C companies that fit specific criteria, they prepare for and properly execute their interactions, and they use the right navigation, contact form, and CRM software. Let's start off with what makes a company a good fit for door-to-door sales.

Who Is Door-to-Door Sales Right For?

Getting in touch with prospects face to face requires more time, effort, and resources per prospect than most other commonly used sales methods. As a result, the scope of businesses that receive a net benefit from it is limited. Typically, door-to-door sales is right for salespeople or businesses with a concentration of valuable leads in a physical location, especially if you have a product or service that can be demonstrated.

Specifically, these are some of the best candidates for door-to-door sales:

  • Salespeople With Access to a High Density of Leads: When leads live or work near each other, sales reps can visit many leads in a short amount of time.
  • Companies That Conduct Product Demos: Businesses selling products that their salespeople can bring with them for in-person product demos tend to be successful in door-to-door sales.
  • Businesses Selling Home Products or Services: Salespeople can speak directly with a homeowner and pitch how their product or service will benefit their property.

If your business is focused on outbound lead generation and falls into one of these camps, door-to-door sales might be for you, and you should consider investing time and resources into it. If you're in an area that has a "do not knock" registry or enforces "no soliciting" signs, however, ensure that you have enough houses or businesses to visit before diving in. To check this, google your city name plus "do not knock registry" and "no soliciting law."

How to Sell Door to Door in 7 Steps

The success of a door-to-door sales campaign is reliant on your level of preparation. You need to nail down your target demo; figure out where best to find them; and create the script, materials, and goals that will help you maximize quality. Then, once you've finished your preparation, it's important to know how to visit your leads properly. Let’s now dive into what these steps look like:

1. Define Your Ideal Customer

Every business needs to define its target demographic. This process is made simple with resources like HubSpot’s Make My Persona tool to personify your target market. When defining your buyer persona, ask yourself two primary questions for door-to-door sales: Who is my ideal customer, and where are they located? The factors you consider in a door-to-door sales situation will also differ depending on whether you’re in B2B or B2C sales.

Targeting the Right B2B Customers

Your product or service will determine what kind of business you target, and with whom you need to meet in order to close a sale. So, take a look at your product and consider these questions when deciding if a business is in your market:

  • Business Type: Which businesses can benefit most from your product/service?
  • Business Location: Where are those types of businesses located?
  • Decision Maker: Who makes the purchasing decisions at those businesses?
  • Decision Maker Availability: When is the decision maker typically onsite?

These questions will help you narrow down your target business and figure out where and when to find them. Now, there is always the chance that your target businesses aren’t located near each other or don’t have decision makers onsite, and that may mean that your use case could benefit more from cold callingcold emailing, or another sales prospecting strategy.

Targeting the Right B2C Customers

Similar to B2B, your product will dictate your target audience. The questions you’ll need to ask here are a little different, and they have more to do with the type of homes you’ll visit and their location. These are some examples that may help you narrow things down:

  • Household Type: What size household is most likely to buy your product?
  • Ideal Customer Age: What age demographic is best served by your product?
  • Decision Maker: Who is the decision maker in the household? Does your service need to be purchased by a homeowner (e.g., pest control, HVAC services)?
  • Decision Maker Availability: When is that decision maker typically home?

These questions should help quite a bit when choosing between territories. Every layer of detail you add to your targeting should increase conversion; just be mindful that it can be easy to run out of ground to cover in certain industries. Don’t narrow things down so much that you sacrifice markets that may be just shy of optimal for your campaign.

2. Outline Your Desired Territory

Once you’ve properly narrowed down your ideal customer, it’s time to do some research to find territories to cover. Taking the following steps will help you narrow down some spots to canvass, focusing on lead quality and density:

  1. Check the Most Recent Census: Review the US Census to find the areas near you that have customers from your target demo.
  2. Pull Up a Map: Check Google Maps to target specific locations with a solid density of doors to knock, for both homes and businesses.
  3. Plan Your Trip: Mark your territory on the map or write down a range of addresses to visit.

Using this info, you can locate areas with a high concentration of your target demo in your target environment. This will maximize the number of doors available for knocking and opportunities to generate a lead or make a sale. Remember to consider lead quality and how likely the prospects are to be ready to buy instead of just going with the area with the highest number of doors.

door-to-door sales territory in Google Maps
Google Maps w/ marked territory

3. Prepare Your Script

In order to land consistent success as a door-to-door sales rep, you’ll need to make sure you have a solid script for door-to-door sales. Scripts don’t just increase your likelihood of conversion; they also maintain consistency among you and your fellow reps. You can start with a sales script template or write your own from scratch.

The key to preparing a quality script is to include an introduction, qualifying questions, a quick pitch or demo, and a call-to-action. Let's take a look at each of these elements in more detail.

Give a Quick Introduction

The only things you need to include in your introduction are your name, the company you’re from, and why you’re canvassing. You can start off with a free offer, but there's no need to be subtle about the fact that you’re direct selling — trust us, they know. The goal is to have a quick sentence giving them the rundown so that you don’t waste their time.

Here are a few good examples of straightforward introductions:

  • Residential Survey: “Hey, I’m Jen with Jenny’s Flood Insurance, and we're taking a survey of the neighborhood to see who’s covered.”
  • Free Residential Offer: “Hey, I’m John with Johnny’s Pest Control, and we're taking a walk around the neighborhood to do some free assessments for you guys.”
  • Free Corporate Offer: “Hi, I’m Jim with Jimmy’s IT Services, and we're out here offering some free network diagnostics to businesses in this complex.”

Notice how we're spinning the door-to-door sales process as a benefit to the lead. Two of the three examples above offer some sort of free service, giving the prospect a reason to entertain the conversation. Not only that, but each service opens the door for a sale at the end.

Ask Some Qualifying Questions

Before diving into your pitch, ask a few questions to get the lead talking so you can qualify them as a good fit. Choose a qualification framework to follow, then prepare some questions in the script that will help you uncover this key insight into your lead. A popular framework is BANT, which stands for budget, authority, needs, and timeline. Below are some questions you can ask to learn about each component:

  • Budget: "Do you have a budget for this type of product/service?"
  • Authority: “Who typically makes the purchasing decisions?”
  • Needs: “Do you have a current (product or service) provider?" and/or "Are you experiencing (pain point)?”
  • Timeline: "When do you want to solve (pain point)?"

All of these questions will guide the conversation toward your pitch. They will also help you, as the salesperson, decide the best way to deliver your pitch or demonstration. If you don't have time to ask questions about all four factors, conduct a needs assessment at minimum by asking them questions solely related to their needs. That way, you'll know whether you can help the lead; if you believe you can, you can then plan a longer discovery call to get the other questions answered.

Deliver a Quick Pitch or Demonstration

Refer to any materials you've brought — which we'll discuss in more detail in the next step — and deliver an elevator pitch. If your pitch includes an assessment of some kind, ask if they're okay with your conducting that free service, and go ahead with it.

Pitches will vary widely depending on the use case, but here are the details they should include:

  • Your Product or Service: What your product or service is, what it does, and the problem it solves for customers.
  • Product Demonstration: A brief demo of how your product works so the lead can see it in action and start to understand how they might use it.
  • Your Unique Selling Proposition (USP): The factor that differentiates your company from the competition.

For hard-to-demo items such as insurance and retirement products, you can simply go over your materials in depth with the prospect so that you’re there to answer all of their questions. The demo plus your explanation of your product and USP will work together to explain to the potential customer what you're selling, how it works, why it's worth considering, and why they should only buy it from your company.

Overcome Any Objections

After you give your pitch, most leads' natural reaction will be to try to end the conversation and return to what they were doing before you arrived. Plan to respond to their objections and get them to agree to a follow-up call. To learn how to do this, read our article on objection handling, where you'll find the common causes for objections, statements you'll often hear related to those causes, and ways to overcome those objections, including a script plus tips and strategies.

End With a Call-to-Action

Just like any other pitch, you need to end with a strong call-to-action (CTA). In your script, sum up your CTA in one sentence and include a direct offer to take down their contact information or set an appointment for them. Something like “Let’s get your name and number down here, as well as a good time for a follow-up (appointment/call)" is short, sweet, and to the point and works well.

bookmarks

Additional Reading:

For more information on creating a door-knocking script that works, check out our article on creating a sales script, which includes templates and examples to customize your own unique pitch.

4. Gather Supporting Materials

Depending on the way you’ll demonstrate your product, you’ll need to gather some materials. You're working with limited patience, as leads can be hasty to brush you off when you’re at their home or office. So, come equipped with everything you’ll need throughout your script.

Here are some examples of what you might need:

  • Free Offer Tools: The tools you'll use for any free assessment or diagnostic you’re offering to get the conversation started.
  • Literature: Informational brochures or other documents that explain your business and your product or service.
  • Demo Props: Hands-on props that can help the lead visualize what it's like to work with your product or service.

Finally, the most important material for the door-to-door sales process is a sign-up sheet or online contact form. Setting appointments and gathering contact info are the name of the game in direct sales, so make sure you're prepared to take down any information your prospect offers. One of the best ways to record this information is through mobile CRM software so their details go directly into your system; we'll talk more about CRMs later in this article.

5. Set a Goal for Number of Locations Visited

Depending on the size of your door-to-door sales operation, set your goal for the amount of doors you’ll knock in a given day. Go through some dry runs of your door-to-door sales process, and time the simulations you run. Once you have an average time for the process, create a goal that makes sense and gives you enough leeway to stick with leads who ask a lot of questions. You can later adjust your goal according to your real-life experiences.

6. Start Knocking on Doors

Now is the time to put your preparation to work. With your ideal lead in mind, start visiting the homes and businesses in your chosen region. When leads answer the door, utilize your memorized script and the materials you've brought with you, and try to make the sale or collect each lead's contact information and plan a time to connect. If leads say they're not interested or don't answer the door, leave a pamphlet and your contact information so they can reach you if they'd like.

Remember that you’re going to deal with rejection. It's just part of the process. When leads shut their door quickly or avoid answering it at all, don’t get discouraged; keep knocking until you meet your goal. At the end of each day, debrief and then adjust for your next trip. If you start to dread knocking on doors, read our article on call reluctance, where you'll find strategies to overcome the resistance to make cold calls — apply the same tips to your door-to-door sales career.

7. Follow Up on Each Scenario

Finally, you'll want to add the leads you targeted to your CRM software and follow up with them according to their response. If your CRM offers a mobile app, you can add them while you're speaking with them; if not, carve out some time at the end of each day to do this.

Here's how to respond to a few common scenarios:

  • You Collected the Lead's Information and Planned a Call: Email the lead within 24 hours after meeting them to remind them of the call you planned, and send them any information you'd like. Conduct the call when it's time.
  • You Only Collected the Lead's Contact Information: Reach out to the lead within 24 hours to plan a follow-up call or meeting.
  • The Lead Said They're Not Interested: Set a reminder in your CRM to visit them again later on. Plan this far enough in the future (such as the next season) that they likely won't be upset when you show up again.
  • The Lead Told You Not to Visit Again: Make a note in your CRM so you remember to skip their house or business in the future.
  • The Lead Didn't Answer the Door: Set a reminder to visit them again soon. Wait at least a few days in case they were home when you visited and chose not to speak with you. If they still don't answer, leave your information and wait to see if they contact you.

Even if you're not able to collect basic information about each lead, such as their name, you can add them as a contact to your CRM using their address. The details you enter about them will help you plan for whenever you return to that area. Next, let's look at the info you should collect if you get a conversation going with a lead.

Top Information to Gather While Selling Door to Door

Door-to-door sales is all about gathering the right information. Since you're usually going in with limited intel on your leads, the goal is to get everything you need for the sales process during the meeting. You need to know who is making the decisions, what they like about your product, how to contact them, and what the best next steps are.

Decision Maker

Relevant Interests

Realistic Budget

Contact Information

Follow-up Appointment

Order Information

Whether you're in a lead's home or a business office, there’s usually one or two people who make the financial decisions. Your first goal is to figure out who this person is, which you can do by following the script above. For the most part, you don’t want to spend too much time talking with people who can’t buy the product.

Once you’re speaking with the person who makes the decisions, it’s time to figure out why they might buy your product. Your prospecting questions should have a goal to figure out what parts of your product the lead likes and whether they fit your ideal customer profile. Focus on needs or frustrations they have that your product could fix.

Now that you've verified both the decision maker and whether or not they're interested in your product or service, verify if they have the budget to actually purchase your solution. Even if they seem engaged, they might not be a monetary fit, so try and verify this before investing more time with the lead.

Aside from closing a sale right then and there, getting contact information is the focal point of your meetings. Get every point of contact you can, as successful sales campaigns often include phone calls, texts, and emails. This will help you set a follow-up appointment.

When getting a lead's contact info, you should be trying to set up a follow-up in the same breath. Always ask for a phone number and email within the context of setting up a future meeting. Asking “Can I get your phone number, email, and a good time for a follow-up appointment?” is a go-to way to get everything squared away at once.

If the lead is ready to buy, gather all necessary info for the order: payment info, delivery date and time, all key contact information, and exactly what it is that they’re ordering. Draw up an accurate receipt or invoice detailing the order details. Only leave once you and the lead are on the same page about the order and you’ve closed the sale.

Taking notes is a great way to keep this information handy for the future. Don’t hesitate to write down any other personal information you gather, as bringing these things back up can show that you’re listening and build rapport with your prospect. Feel free to take notes about the business-related information in front of the lead, but wait until you've left their home or business to jot down any personal information so it will seem more organic when you bring it up later.

3 Best Door-to-Door Sales Tools to Use

Door-to-door sales is a complicated process, so there are a few different software you can use to make it easier. Consider employing a tool to help find leads, one to help gather contact information from them, and one to help organize that information. Let’s look at each in more detail.

Navigation App

Whether it’s Google MapsApple Maps, or Waze, use the same navigation app as the other door-to-door salespeople on your team. This will make it easier to find and get to canvassing locations, and using a single app will make sure everybody works off the same estimated time frame.

Contact Form App

If you carry a business phone, tablet, or laptop, you can use a free contact form tool to take down prospect info. These tools streamline the contact information process, and they can even sync info to popular CRM software. Here are a few of the best free contact form tools for you to try:

  • JotForm: A web-embedded contact form tool that allows you to make streamlined forms and add them to your website for you and your customers to use (free starting price)
  • HubSpot: A well-known web form tool that works similarly to JotForm and integrates with other HubSpot products, including HubSpot CRM (free starting price)
  • Zoho: A tool that offers a business card scanner to make inputting contact information even more efficient ($10 starting price)

Once you’ve gathered your leads' contact information through these forms, it’s time to organize it and use it in your marketing campaigns.

CRM Software

CRM software is the lifeblood of sales-driven companies. You need a great CRM to properly organize, contact, and notate lead files. Consider using one of the tried-and-true veterans in the field, such as the following, all of which work on desktop and mobile:

  • HubSpot CRM: This is one of the most popular free CRMs around. It’s highly customizable, and most auxiliary tools that sync to CRMs will be compatible with it (free starting price)
  • Zoho CRM: This CRM has some of the most flexible payment structures out there, starting as a free CRM for three users and growing in price as you scale your business ($14 starting price)
  • Pipedrive: The easiest to use out of the three, Pipedrive is another longtime powerhouse in the space, specializing in a clean and simple interface ($12.50 starting price)

If you only use one of the tools from the list, use a CRM. A highly successful door-to-door sales campaign, or any lead generation campaign for that matter, needs a CRM. Choosing a mobile CRM in particular can also eliminate the need for a contact form app.

bookmarks

Additional Reading:

To learn more about mobile CRMs for salespeople on the go, read our article on the best mobile CRM software. There, you'll find each option's price, features, and more so you can choose the best one for your business.

Door-to-Door Sales Tips & Strategies

After understanding the fundamentals, it's helpful to learn a few key tips to keep in mind. Check out the best practices below regarding consistency, listening skills, body language, eye contact, and even footwear for door-to-door sales:

Be Consistent in Your Efforts

Salespeople who focus too much on commission and not enough on getting a certain amount of hours or doors in often end up living off of each deal and coasting until they have no money left. If you want to really develop your book of business and make consistent money, work it like an hourly job. Don’t neglect your work because you feel your last paycheck was big enough.

Ask Questions & Listen Well

Your leads are likely expecting a pushy salesperson, so pleasantly surprise them by asking quality prospecting questions, getting them talking, and really listening to their answers. When you make the conversation about them and show that you're a great listener, they often like you more, and their answers can inform your pitch. Reject the myth that sales reps need to talk a lot to keep the conversation going.

Watch Your Lead's Body Language

When you're speaking with a lead, watch their body, hands, and feet. If they're holding the door while you're pitching to them, they're likely not interested yet. If they create distance between you and them, you might be speaking too loudly or too quickly. If they seem relaxed and their body and feet are pointed toward you, you can assume you're making progress.

Maintain Eye Contact

When you prioritize eye contact, you show respect to your lead and can connect with them on a personal level. You also communicate to them that you're an expert they can trust, and they'll be more likely to remember your pitch.

Wear Comfortable Shoes

Invest in lightweight shoes with comfortable, durable soles as well as arch and ankle support. Comfort is a significant factor in successful door-to-door sales. If you wear the wrong shoes and are in pain halfway through the day, you won't perform as well with new leads, you'll be more exhausted in the evening, and you'll have trouble getting motivated to do it all again the next day.

For a full list of the best door-to-door tips from experts, check out our article on door-to-door salesperson tips, including how to optimize your strategy for great results.

Frequently Asked Questions (FAQs)

What Is Cold Canvassing?

Cold canvassing is a broad term that represents all sales prospecting activities that salespeople employ to contact and qualify cold leads. This includes in-person strategies like door-knocking or business networking, but can also include things like cold calling or cold emailing. For a complete list. of cold canvassing strategies, check out our article on sales prospecting.

How Do Door-to-Door Sales & Cold Canvassing Differ?

Door-to-door sales is a type of cold canvassing where salespeople choose a target area and then physically knock on doors to speak with and qualify cold leads. Conversely, cold canvassing represents all prospecting activities used to contact cold leads, including in-person and digital means. Further, cold canvassing can also represent non-sales activities like canvassing for a political candidate or nonprofit.

Bottom Line: Door-to-Door Sales

With this type of lead generation process laid out, now’s the time to start selling door to door. It’s important to keep hammering the fundamentals, ensuring that you’re coming up to every door with confidence, and adapting your approach when you notice things aren’t working. If you do all three, you’ll be in good shape when generating leads or selling door to door.

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