10 Techniques for Successful In-Home Selling
Being a salesperson is a tough business, but it’s even tougher when you need to canvas an area to try to sell your service. Hitting the pavement is probably the most effective way to sell roofing, but it also requires persistence, confidence, and resilience. Like any business that relies on sales, there is the fear of rejection, but the more you get out there, the more likely you will make a sale. Here are some tips to help you gain success and master in-home sales.
Dress appropriately. Wear a logo shirt and make sure it’s clean. Keep your shoes clean and make sure you’re not wearing holey socks — as some clients may ask you to come in and take your shoes off. Don’t wear cologne, perfume, or excessive jewelry.
Give homeowners some space. After you knock on the door, don’t be too forceful. Step back and allow the homeowner to see you and assess who you are and why you’re there. Safety is always a concern from the homeowner’s point of view when they get that unexpected knock. Make them feel comfortable, but don’t act pushy or too eager.
Show identification. Make sure you have a form of ID that you wear around your neck. It should be the first thing a homeowner notices. Introduce yourself and show your ID so they know you’re reputable.
Smile. If you’re hesitant or nervous, a homeowner will pick up on that vibe. Smile and think of door-to-door selling as a way to meet new people and offer assistance.
Sound natural and honest. You may have a script in your head of what you want to say, but don’t sound like a recording. Be personable and real. Something like: “Hi, I’m Joe with ____Roofing and I know we’ve been hit with some storms in the area. I’m here to help homeowners in the area assess any damage to their roof and make repairs. Has someone looked at your roof lately?”
Build rapport. Use FORM (Family, Occupation, Recreation, and My Process) to try to form a connection or common ground.
Give them space. Allow homeowners the opportunity to talk. They may be busy or on the way out the door. Give them a chance to respond and don’t take it personally if they are not interested. You can hand them your card and tell them to give you a call if they ever need help.
Show good body language. If your head is down or hands are in your pocket, you’re not giving off the best vibe. To make homeowners feel more comfortable, stand tall, look them in the eye with confidence, and be relaxed
Listen. Wait for an answer after your initial question. Don’t start up on the sales pitch. Many homeowners are unaware of problems that can occur on their roof, especially after a storm. Listen and educate them on what could go wrong and make it clear that you are there to help them protect their home and family. Take notes and ask questions.
Be credible. Use articles to support what you’re saying. Show third-party statistics, percentages, and trends. This is called “Law of Authority” and supports what you are saying. As sales people, you need to earn trust and show you are invested in your industry. In addition, have testimonials on hand to show you’ve worked in the area and that neighbors value your work.
While in-home selling is challenging, you can humanize the interaction and connect with homeowners — and that can lead to success.