Secrets of Making the Sale by Lenny Gray is one of the best door to door sales books you can get your hands on.
It’s one thing to read a book written by someone who reads and studies theories on how to become successful at door to door sales. It’s another thing to pick up a book written by someone who actually grew a successful company solely based on door-to-door marketing.
The Broke Investor read this book back in March the weekend before the unexpected Nationwide shutdown occurred. Being that The Broke Investor himself does door to door sales, it was a perfect read at the time. However, due to door to door sales people even in the “essential” workers categories getting arrested in Pennsylvania that were performing in-person sales, I decided not to write the book review.
Since then, Counties/States are finally letting off the pedal and reopening the nation. I figured now would be a good time to review Door-To-Door Millionaire by Lenny Gray in order to arm salespeople with the skills required to get a yes at the door.
Door To Door Sales
If you ever done door to door marketing, you know it is not a walk in the park. It can be very challenging and frustrating if you don’t know how to approach the potential prospect at the door.
Especially in this day and age where the percentage of retail sales online compared to total retail sales is growing, people are getting more and more offended when someone knocks on their door.
Door-To-Door Millionaire shows you how to differentiate yourself from the typical door to door salesperson.
What It Takes To Be Great
In chapter 5, Lenny Gray goes over what it takes to be a great salesperson. Simply put, you need to look at:
1.) What You Say: Are you a messenger or sales rep?
2.) How You Say It: Volume, speed, pitch vocabulary.
3.) What You Don’t Say: Body position, eye contact, facial expressions.
Lenny Gray goes over the 3 types of sales rep:
- Questioning: Ask questions to get the sale.
- Sales Prostitute: Do anything to get the sale.
- Yes Ma’am, No Ma’am: Agree with anything to get the sale.
With questioning there are 3 basic types of questions: yes/no, find-out, and assumptive.
Lenny Gray suggests that yes/no questions rarely get the salesperson the favorable outcome of a sale. Instead, try using either the find-out questions which are more open ended questions or better yet, assumptive questions.
If you use assumptive questions, you are able to lead the prospect into making a decision you want them to make.
Now, before we go any further, I want to be clear that this should not be confused with manipulation. To me, manipulation involves being deceptive to get what you want. It’s something a phantom would do.
Instead, if you are truly offering something that can benefit your customer, sometimes you need to lead them to a decision that will benefit them in the long run. Some people will not act unless instructed to do so.
An example of an assumptive question that I use when doing door to door sales is: “This will only take a few minutes to go over, shoes on or off?”
When I first learned this assumptive question I was very skeptical until I actually applied it and it worked.
45 Seconds or Less
I’ve heard about the 45 seconds or less rule in door to door sales and phone sales. I definitely think this is one of the unwritten laws in sales. You have less than one minute to prove what you are selling can bring value to your potential customer.
Lenny Gray points to 4 things you must explain/do within those precious 45 seconds:
- Who are you?
- Why are you there?
- What are you offering?
- Closing question.
This is very straightforward and to the point. Which is what you need to do if you want to avoid being labeled as a typical salesperson.
You need to introduce yourself and the company you represent, explain what the heck you are doing at their door, explain your offering, and ask a closing question.
The first 3 steps should be done with ease, I believe it’s the last step that determines the successful from the non-successful. Luckily, Lenny Gray provides 3 different ways to close:
- Soft Close: Designed to take action
- Hard Close: Quickly determine interest
- Conversational Close: Most effective
Qualifying Door To Door Sales Prospects
Qualifying your prospect will absolutely help you avoid any wasted time. Regardless of what any MLM “boss” says, not everyone is a prospect. In fact, if you believe that, you will go no where, 100% of the time. You’ll just be having conversations with people that will never buy.
Lenny Gray’s approach is that your prospect has to qualify for more of your time. VERY POWERFUL! He goes on to give 4 qualifiers:
- Potential customer asks, “How much is it?”
- If the potential customer asks questions about your product or service.
- The potential customer already owns the product or uses the service you are selling.
- If you observe a need for the product or service you are selling.
Take it from someone who personally has wasted valuable time with “tire kickers”. At one appointment, I went inside an older ladies home and since her daughters were in the living room, she decided to invite me into her bedroom.
Wait Just A Second
I gave her my normal presentation and overcame a few objections, however, my wifi was acting up a bit. She decided that she was going to take a shower while I was getting it to work. As soon as she closed the door to her master bathroom, I mentioned the application was completed and just needed her autograph.
She informed me that she would be right out. 25 minutes later she comes out with a robe and a towel wrapped around her hair. She reviewed the application and mentioned, “Why don’t we pick this up some other time.”
She had no intention in buying and her finances indicated she really didn’t have any wiggle room to buy a plan that made sense. However, at the time, I was acting like a sales prostitute and sat on her bed waiting for her to get out of the shower just to tell me, maybe.
This is definitely not an exhaustive review of Door To Door Millionaire by any means. However, as mentioned, it’s better to hear it from the horses mouth which is why I recommend to get a copy. You can also check out Lenny Gray’s website.
One last takeaway I would like to leave that Lenny Gray gives is the Black Friday effect. Every year we have the infamous Black Friday specials. The reason sales skyrocket and have surpassed the $1 billion dollar mark in sales in one day is because of 3 components: limited supply, limited time, and a discount.
So, if you are in sales, try applying some of these strategies to your efforts. You might end up becoming a top producer in your field.
Keep growing, keep investing.