Door-knocking VS. mailers

by JordanKissinger 10 replies
Please state your experience and then opinion on the following matter:

Despite many variables, I believe a general synopsis should be plausible from just a few details... A well dressed, somewhat well spoken sales man knocks on doors offering a pre thanksgiving "prep" promotion for house cleaning. He has a great attitude. The neighborhood isn't familiar with his company. The company is brand new. He works his way through upper-middle class neighborhoods without any references. People tend to find his demeanor as trustworthy and professional. He has a flyer that is clean and informative. The flyer offers a 25% discount. The rate is not mentioned in the flyer. The rate offered before the 25% discount is $30/hour for one time cleanup, and is reduced according to contract terms. He covers 500 houses, and speaks with 80 householders over the course of 5 days.

Alternative: Same flyer, sent to 5,000 homes via mail. All business would be taken by inbound phone calls, which the same sales man would use a script to set an appointment.
#main internet marketing discussion forum #doorknocking #mailers
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  • Profile picture of the author iidesu
    Lacking specific demographic information on that neighborhood, no definitive conclusion could be drawn in this case.
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    • Profile picture of the author JordanKissinger
      Originally Posted by iidesu View Post

      Lacking specific demographic information on that neighborhood, no definitive conclusion could be drawn in this case.
      Aren't you a psychic?
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  • Profile picture of the author JordanKissinger
    Let's simplify this: Does door-knocking yield more results than mass mailing?
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  • Profile picture of the author Daniel Wilson
    To be successful at door-knocking you'll need to have some pretty nasty marketing skills + you'll need to aim for the elderly people who are easier to convince.

    This is what I see all the time. Elder people getting screwed over by a greedy markerter.

    Well there might be honest people but I've heard such things so many times now.
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  • Profile picture of the author Alexa Smith
    Banned
    Originally Posted by JordanKissinger View Post

    Please state your experience
    That's really easy: I have none at all.

    Originally Posted by JordanKissinger View Post

    and then opinion on the following matter:
    In my opinion, knocking on doors, if it's legal and if the guy's professional and has a great attitude, as specified, will produce far more customers and income than distributing flyers and awaiting incoming phone-calls.

    Originally Posted by JordanKissinger View Post

    He covers 500 houses, and speaks with 80 householders over the course of 5 days.
    I'm slightly surprised he can't do better than that, in 5 days? :confused:

    But there you go: as mentioned above, I have no experience at all.
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    • Food for thought. At a best case 100% conversion ratio, the door knocker would land 500 sales but the mailed flyers would land 5,000 sales. So then, irregardless of conversion, mailing flyers would have 10x the potential.

      .
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      • Profile picture of the author tryinhere
        A lot what if's here for sure

        Originally Posted by JordanKissinger View Post

        Let's simplify this: Does door-knocking yield more results than mass mailing?
        Yes

        Originally Posted by Daniel Wilson View Post

        To be successful at door-knocking you'll need to have some pretty nasty marketing skills + you'll need to aim for the elderly people who are easier to convince.

        This is what I see all the time. Elder people getting screwed over by a greedy marketer.

        Well there might be honest people but I've heard such things so many times now.
        aim for older people / only a weak door tapper would even pitch an elderly person / people who pray on the elderly are not door tappers they are leaches and not in the same class, and yes there are more honest tappers than scum bags

        Originally Posted by Alexa Smith View Post

        In my opinion, knocking on doors, if it's legal and if the guy's professional and has a great attitude, as specified, will produce far more customers and income than distributing flayer's and awaiting incoming phone-calls.

        I'm slightly surprised he can't do better than that, in 5 days? :confused:

        .
        yes a tapper will convert far more than a flier, and yes they should be speaking with double to 3 times that many people, but demographics and times can affect this / regardless the contacts seem way to low.


        Originally Posted by Your Brand Ebooks View Post

        Food for thought. At a best case 100% conversion ratio, the door knocker would land 500 sales but the mailed flyer's would land 5,000 sales. So then, irregardless of conversion, mailing flyer's would have 10x the potential.

        .
        10 x the potential if your looking at numbers drawn on a table napkin living in Disney land and thats about it tapping the door will always produce more sales per say the return on fliers may be around 1% conversion, tapping may reach 5 - 10% or even more.

        What works well is combo, where you tap the door but for all homes that have no access or any one home have the tapper drop a flier for the homes they do not speak with, do that and you can further increase results for efforts.
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      • Profile picture of the author Joseph Robinson
        Originally Posted by iidesu View Post

        Lacking specific demographic information on that neighborhood, no definitive conclusion could be drawn in this case.
        For the hypothetical I think stating that they are all upper middle class (as he said) is sufficient enough to give an educated guess.


        Originally Posted by JordanKissinger View Post

        Let's simplify this: Does door-knocking yield more results than mass mailing?
        As long as the person who is doing the door knocking knows how to interact with people, then yes door knocking will yield far better results.

        Originally Posted by Your Brand Ebooks View Post

        Food for thought. At a best case 100% conversion ratio, the door knocker would land 500 sales but the mailed flyers would land 5,000 sales. So then, irregardless of conversion, mailing flyers would have 10x the potential.

        .
        If only something could actually pull in a 100% conversion rate. I see it from the other side: Most people get a piece of paper in the mail or taped to their door and toss it with a sideways glance. Not as easy to get rid of a determined door to door salesman. Of course, you may be right that sheer numbers make the flyers the better option. I guess I should go test this and see lol.
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  • Profile picture of the author Colin Palfrey
    I've sold stuff on the knocker before but I think you have picked a very bad product for it.

    If you knock on someone's door and then offer a service that gets you in their house, they will just see you as a stranger trying to get in their house. It sets up an instant "No, go away!" response. Old people may well trust you but that sets them up for the next bloke who will rob them.

    If you are selling something that involves going in their house then you need to do it by flier, or you'll just freak people out. Let them invite you in totally by their own choice after reading the flier. Anything else is trying to get people to do the exact opposite of what everyone tells them to do.

    If it isn't you but a team that goes in the house to do whatever it is, then you need to explain that in the pitch. I still think that for this specific niche you won't have much luck on the knocker. People are extremely suspicious and territorial about their houses, and for good reason.
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  • Profile picture of the author TheJustWarrior
    I liked what somebody said above about "it depends on your product"

    Ultimately finding leads and closing sales are two distinct objectives.

    In your case 30/hour is meaningless, you have an opportunity here to send out some cheerful friendly people that will meet and greet and take appointments, the purpose is to sell them on an appointment. (Good Caeser, go easy on any old people or undecided)

    Then you send your "closer" out to do a "personalized quote according to what they require cleaning"

    This quote appointment will begin with a breakdown of all their needs and a empathetic understanding of what they want. Followed by signing contracts

    The point is, you can NOT get inside someones house systematically on a cold knock on the door.

    I routinely say "shoo" to strangers dressed in nice clothes at my door, unless they have something im interested in and they tick all the boxes. Usually lame donations I succumb to. WWF have a good marketing arm.
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