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Door-to-Door Cable TV Sales Reps: 3 Mistakes to Avoid!

I sat down to dinner with my family when the doorbell rang. I opened the door and greeted the stranger on my porch. “Yes?” I asked.

“Hello, I’m with the cable company and we have a great offer for only ninety-five dollars a month, you can get 120 TV channels, high-speed Internet, and local and long-distance telephone service,” said the young man at my door in a prayer. long. He offered a half smile and added, “How are you today?” Hey? I thought. “No thanks.” I said and closed the door.

Like most of you, I have come across salespeople at my door many times. Most sell magazines to “earn money for college,” but others sell Fuller Brushes (I’m not that old, he used to sell brushes to my mom), one sells an all-purpose “miracle cleaner” (the only shiny stain on the door). my brass toe cap attests to the effectiveness of the product), and another sale vacuum cleaner (no kidding).

Although the Fuller Brush man disappeared from our porches many years ago, door-to-door salespeople are here to stay, and not just for magazines, miracle cleaners, or vacuums. The cable television industry has used direct sales for decades as part of its marketing mix. As the houses were built and the cable plant was extended and the apartments were connected, sales people were sent door to door to carry out the sales. The representatives reached out to those who had not yet ordered by phone and offered them something special to sign up for. A free install or a movie channel for a month used to be all it took to make a sale (I know this because I was a door-to-door sales rep for Viacom Cable about 20 years ago). Sales reps didn’t have to know a lot to be successful, so cable operators didn’t spend a lot of money on training, sales were made, and everyone was happy.

The time has changed. Much. Now the market is fiercely competitive with satellite companies and phone companies fighting traditional cable operators for subscribers. Mailboxes are regularly filled with advertisements, and direct mail rates have plummeted as a result. A direct mail response rate of 2 percent used to be the minimum expectation; now 1.5 per cent is considered exceptional. Cable operators now need quality door-to-door sales people who can actually sell more than ever, because a good door-to-door salesperson can do things that no amount of advertising or direct mail can. A good salesperson can build a relationship, actively discover needs, and then guide a person in making a purchasing decision.

Sales training can be expensive, so unfortunately habits of the past have been carried over into the present and few cable operators train their employees to be successful. Having trainers on staff and paying for mileage, meals and accommodation for sales reps to meet takes a lot of money, so many operators continue to do what they have always done; What is your hat size? Here’s a clipboard. Now do it! Selling door-to-door cable isn’t rocket science, but there is a world of difference between someone poorly trained and someone who has been taught a clear and effective process to follow. Here are three common mistakes untrained sales reps regularly make at the door that quickly end the conversation and the door.

1. Too much information delivered too quickly. An unsolicited flurry of information is just annoying and doesn’t give the potential customer a reason to want to hear more … Bye.

2. Volunteering at a price. The price of anything is an inconvenience to your purchase, so why the heck offer the potential customer a reason not to buy what you have? Again … Goodbye.

3. Not being sincere. A stranger on the porch asking, “How are you today?” it doesn’t make sense because the prospect instinctively knows that the stranger asking the question doesn’t care. Insincere questions simply waste time and identify the sales rep as a skilled salesperson who will say anything to make a sale. So, goodbye. Times are tough and competition for subscribers is fierce. A direct sales rep who avoids making these mistakes will start more conversations at the door and make more sales. Guaranteed.

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