Why Don't We Knock On Doors Anymore? Because Even THAT Has Become Systematized.

By
Education & Training with MarQeteer

scriptOnce upon a time, a knock on the door didn't illicit the response it does now.  Once upon a time the exchanges were relatively pleasant in these instances.

So how did we get to this point where even salespeople themselves bristle at someone knocking on their door and most are even on the do-not-call list?

The answer is simple.

Systemization.

Systems have their place for the rudimentary aspects of performing a task, but you can't systematize heart or personality.

Once upon a time, the act of selling became littered with scripts filled with words that would ultimately be uttered by people who could care less as long as they got their paycheck.  I even had a sales manager once who said "The best salesperson can sell something they don't believe in."  It's at this point where selling is a empty job and nothing more.

Once again, scripts have their place in the rudimentary process of learning but what has happened in so many sales realms is that the job at hand became more about memorizing the script than about actually giving a damn.  The more the script was used, the more modifications became necessary so there was a script for any given scenario.  (i.e. If they say this, then you should say that.) 

You can't possibly predict every scenario and have a response for it, so the sales script process became more about leading the conversation and controlling its direction rather than listening and helping.  With so much turnover in so many sales realms, it only makes sense that we have now reached the point where these scripted answers just don't work any more.

I mean think about it...most people you will encounter have either been on the receiving end of these scripted answers or have memorized the answers themselves at one point.  Or both.  In a word, they've heard it all before.

I believe this is the primary reason so many Realtors don't knock on doors anymore...and the primary rationale when a Realtor (or any salesperson) talks themselves out of knocking on that door or making a phone call.  It's a shame because if you're willing to hang in there it's not difficult to show people that you're not that person...you are a caring pro.

Now, I know there are many ways to fill your database and door knocking is only one of those many ways.  I also understand that not every area is truly conducive to door knocking.  However, as you navigate the waters of today's market in an effort to support yourself and your family, doesn't it make sense to make as many face-to-face introductions as you can?  By the time many people are ready to take action, they've already met someone face-to-face, so don't discount this oldest of methods.

What IS social media, really?  It's the doorknock and handshake from a distance wherein a person feels more protected from the dreaded sales pitch.

For the right modern marketing plan for you and your business, call me at 717-538-8940, email me or drop me a comment:)

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Rainer
120,219
Steve Ewing - Keller Williams Realty
Keller Williams - Stockton, CA

Mark - Normally when knocking on a door we expect to get something, information, from the person answering the door.  How about giving them something instead?  Neighborhood information like number of houses sold, sales price of those properties, number of days on market and the like.  Give them something of value about the neighborhood.  Thanks for the blog.

Jan 25, 2011 05:54 AM #1
Rainmaker
75,256
Mark Boyd
MarQeteer - Lancaster, PA

Steve, thank you for sharing your thoughts...which I think are right on the money.  Whether it's on a social network or a front doorstep, people are expecting some nugget of information that lets them know you know what you're doing...and that you have a heart:)  Thanks again for your insight!

Jan 25, 2011 06:27 AM #2
Rainmaker
335,293
Leslie Prest
Leslie Prest, Prest Realty, Sales and Rentals in Payson, AZ - Payson, AZ
Owner, Assoc. Broker, Prest Realty, Payson,

We used to door knock a lot when we started- worked great, and I actually liked it. We got to talk to all kinds of people. We don't do it now because we live in a very small town where we know so many people that we don't really need to anymore.

Jan 25, 2011 06:56 AM #3
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