Why is it that so many, otherwise kind and intelligent, people try to be sales predators?

Last night a guy came to our community knocking on doors trying to sell his garage locks. He had my wife listening to his script for several minutes about how homes had been broken into and how many houses on the estate he had fitted his locks for already. In the end I interrupted him to tell him we don’t buy from the door. Ever. He looked insulted, made a culturally offensive remark, then said “you are guessing, I know” before leaving.

To be honest I was a little intimidated, he had that body builder physique and was getting visibly irritated that I was interrupting his flow with questioning and wasn’t giving him free run at his pitch.

His whole approach was confrontational, fear mongering, and intended to pressure us into buying his product. Little did he realize that our garage is full of junk and never locked. Of course we would have told him so had he actually asked any questions. He didn’t even ask if we were the owners of the home.

Does that sound familiar? What were his mistakes?

• Interruption - He chose a time in the evening when most people would be home from work, watching TV or eating. IE. prime interruption opportunity. This alone is not a deal breaker but on the other hand launching into an obvious pitch sets you down a losing path.
• Sales speech - His entire gambit was to talk us into buying. You can’t bludgeon your victim over the head with your “facts” and expect them to be persuaded.
• All Features - Not one of his points made any sense to us, it was all about how strong and secure his locks were and looked.
• No Empathy - Had he taken some time to ask some questions we might have been inclined to listen more
• Zero Trust - Selling door to door damaged his credibility, being aggressive more so.

How might he have turned us from skeptics to customers?

Rather than going straight in for the kill, he should have tried to understand the needs and concerns of his prospects. His first approach should have been to give something, provide or offer, in return for permission to call back. That changes the scenario from aggressive salesperson and victim into “here is something you might find useful, sorry for the interruption”.

My approach would have been to arrive with a leaflet highlighting the recent break-ins of the specific area, some tips on general home security awareness, preferably backed up by quotes from the Police, and end with call to action that involved a free consultation and quote. In addition some form of “recommend a friend” deal or bonus to get neighbors to recruit each other.

Bait, nibble, reel in.

As it is, his predatory approach just caused my fight or flight response to kick in. Sale lost.

Posted in Sales & Marketing