Friday, September 12, 2014

Direct Marketing Technique: Door-To-Door Selling

What is door-to-door selling?
Door-to-door selling is an important direct marketing tool in which a salesperson walks from the door of one house to the door of another in an attempt to sell, on the spot, a product or service to the general public. The target group is willing to switch to that product or service after research. It is used in the comfort of the potential consumer’s environment where he or she is in control.

Why is it used?
In recent times, this form of direct selling has become more and more important because it is personalized, and this aids in breaking through the clutter of competing brands. A salesperson in the flesh is more likely to be able to build a relationship with the customer than someone over the phone. 
Who is the target group of door-to-door selling?
This largely depends on the product or service. For example, if this technique is being used to sell a home security system, then people who are home owners and are very security conscious should be focused on. Similarly, for beauty products, individuals who are self-conscious and want to appear better looking among their social circle should be segmented as the target group.

How is it used?
After making a list of which area to go and how many houses to visit, the sales representative, with the actual products with him/her knocks on doors, and attempts to sell the merchandise. In case of intangible services, the sales force team would encourage the filling of membership forms.
It is often used by companies who have a much selected consumer base. Research has proven that if is effective in selling brands that are not mass marketed, since they need loyal, long time consumers to survive and contribute to the life time equity.

Tips for effective door-to-door selling:
  • Companies enforcing this method of marketing should make sure that their sales force team is competent, and is able to answer all the questions that the consumer is asking. They should also be convincing enough for the customer to make an actual purchase.
  • The sales force team should always hand out brochures and leaflets at the end of their visit, so that the potential customers can refer to this material, should they wish to make a purchase in the future. Such material also helps in brand recall.
  • Door-to-door selling can be an expensive marketing tool, since it not only utilized human resources, effort and time, but also costs such as that of reaching the customer. Therefore, it should be made sure prior to contacting the customer, that he or she is not distracted by any other activities and has the sale rep’s full attention.

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