"Knocked to DEATH?" Sales Strategies to Get Past the Door When Competition is Stiff

Hey, are you struggling to break into that neighborhood because the neighborhood's been knocked to death? Or worse yet, homeowners won't even come to the door or you get a door slammed in your face. You're the hundredth roofer I've talked to. Well, if that's you, this is the video you'll want to see because I'm going to teach you a few simple strategies that you can use to stand above when markets are too competitive, they're saturated, or they've been quote, unquote, knocked to death. Now, thank you to you guys because this week alone I received about five to seven emails and I only printed out three of them here that are asking me, Adam, what do I do? When can you do a video when neighborhoods have been saturated with other roofers that are door knocking? Yes, Logan, I can. This is it. Here's another one. How would you approach a saturated market From Clay and then David emails. He says, I'm in a neighborhood that's been knocked really hard. They walk at the door and they can hear him saying it's another effing roofer. And they say they've talked to every guy in the state, but I'm not seeing any signs in the neighborhood. What do I do? So this video answers those questions. Let's jump right in. For those of you that are new, my name is Adam the roof strategist and I help salespeople like you and sales teams reach peak performance. Have fun doing it and smash your income goals. And to do that, you need strategies that work. So let's jump right in. When you are dealing with door knocking that is no longer effective, you need to find ways to circumvent the door. And I'm going to show you that right now. Now, remember this. Hold this in the back of your mind as you learn these strategies. Traditionally, when we're doing door to door sales, we show up at that door, we knock. It's on our terms. We can overcome objections. Our goals do that inspection on the sp and or set an appointment if they can't do it on the spot. Right. But if people won't answer the door, what do you need? First, you need to get in front of people and to get people to what, hear you? If they're not hearing you at the door, you're not going to make sales. So how do you get past that door and into their house to consume your information and electively give you a call? That is the code to crack. Put it on their terms and I'll tell you Using strategies like this will allow you to generate leads that in my opinion are much higher, higher close rates than even doors that you knock. Because when you knock on a door and you have that inspection, that's still on your terms. Some people might have felt guilty or they just wanted to hear you out, or they weren't sure yet. But when someone picks up that phone and asks you to come, consumer research has shown that 70% of the buying decision is already made before they call you. So when you get these leads coming to you or getting permission to show up, and that buying decision is way down the process towards a yes already. So how do we do it? The first thing that I like to use is direct mail. You hear me talk about this all the time and it's because it works. And Tanner emailed me. This email came in literally this morning and I printed it out to read to you because he's using this strategy. He says, adam, after the email of the letter, working for the one house, which by the way, he sent 52 letters. After I sent him, Tanner emailed me, I put together a personal video reply and I walked him through what to do. He sent the letters out, sold one house, and he says, I sold three more in the following day. I seriously can't thank you enough. Alright. And then he goes on because now he's thinking of starting his own thing at some point. So why am I sharing this message with you? I'm sharing this message because this stuff works. So let's talk about direct mail. Direct mail are letters sent in the snail mail, in an envelope sent to the homeowner's house. And first things first, you have to get them to read the letter. So let's cover the things that you need to do to do that. One, make it mysterious, pique their curiosity. That's why we hand address, hand stamp. So you can see I have crappy handwriting, which is great. So I'll start with my return address. I don't put my name on there. I don't put the company name, I just put the address. Why? Who's this letter from? They're curious. We want to get them to open it. Second on the name. Right here we're going to put dear homeowner and their address or dear neighbor. If you have access to a little bit of funds and you don't mind a minor investment, then what you can do, and I'm pulling up this app right now, is you can use programs available. Spotio is one, for example, that will allow you to click on a map and to pull up the homeowner data so you can address it personally. Now, if you don't have that, there are hunting apps. This one specifically is called Onx. Alright, Onx Hunting and I just bought this subscription. Allows you to see data of private property. Well, fancy enough. When I zoom into a property and let's say that's the house I want to hit right there, Boom, click it and bingo, I have homeowner name and address right there. And again, 30 bucks for the year. There's another app called Hunt Stand, that one you can check out. I tried their free demo, it worked great, but I did not purchase that one yet. Very similar format. You can also search the county and state that you're working in along with the words parcel, P A R, C E L. Search. Okay, so the county. So Harris County, Texas. Parcel search. Type in the property address and it will show you the owner's name and the owner's tax address. Got it. Alright, so you can personalize those letters. Use blue ink, handwrite, stamp it, pique that curiosity. Remember decision tree one? Open or trash? We want to get them to open it. That's the equivalent of the homeowner walking down and opening the front door when you show up. So you got to get them to open the envelope. Then we got to move on to getting them to read this because they need to hear your pitch before they're going to reach out. So how do you do that? You format the letter beautifully. And when I say beautifully, beautiful is simple. Simple is beautiful. Okay, so this is a letter, by the way. This is one that's in the battle pack along with all of these, which I'll show you here. But ultimately, and there's a link in the description, you can put one of these together on your own. And I've had multiple people do it. So you're going to learn those strategies right here. Number one, do not do anything fancy other than plain text. Why? Because if someone looks and scans this and they see a giant logo for a roofing company, what are they going to do? Another roofing company again. And then they're just going to throw it out. So you got to get them to read the letter. They don't need to know who you are. In fact, that's going to work against you. They don't care about the company. All they care about is themselves. Right. So make this letter about them, this letter that I use, and you can swipe this title for all I care. It says, want to kick that roofer off your doorstep? That's the opening line, when someone sees that, they're probably going to say, yeah, I do. What does this guy have to say or gal have to say? And then I go into the letter. By the way, this is a really playful letter. It says knock, knock, but there's no one at the door because I respect your privacy and your time. Then it continues. Okay, so with this letter, you're going to capture their attention, talk about the problems they're having having with roofers at the door, how you can solve the problems they're having and I can keep roofers from showing up again. This is what they want. So again, on plain paper, just like this, you're going to hand sign. By the way, in my letters, you just plug in what's in yellow hand sign in blue ink at the bottom, fold it up, pop it in an envelope, alright? Then bingo, pop that in the mail. Usually you'll see a 1 to 5% response rate. So yeah, you got to send a few of these 1 to 5%. So every hundred letters you send 1 to 5 calls is an average that I've seen. Yes, I've seen way higher. But generally speaking, 1 to 5% is a good amount to target. All right. Then when the homeowner calls, you can set your appointment. So that is one simple strategy to circumnavigate the door. If you are interested in other direct mail letters, I have my under the radar sales letter. I have a specific sales letter for wind damage. There's one for discontinued shingles, specific one for denied or underpaid claims. If you're working those fringe areas. If you're working marginal storms or old storms, I've got a letter for that. I also have a letter if you have stopped at the door. It says, sorry I missed you and it opens up. This is one of the more popular letters and I'm hearing good callbacks on this one as well. And along with a letter targeted specifically to 3 tab. So why am I sharing these with you? Because you have the ability to get these in your hand in one of two ways. You can grab them and save yourself four the work. There's a link in the description here for the battle pack. 0% 06 months financing. Thank you PayPal. So anyone can get started right away or you can take this knowledge and create your own knowing. I need to meet my homeowner where they are. I need to get past the door, get them to open the information, imagining just them opening the door. And you get them to read and then to call me and you can format that letter. Check out the playlist at the end of this video to show you how to do that on your own. There's a video I did on the five elements successful direct mail and it'll show you how to do that. Alright, so that's one method you saw from Tanner. This thing works. Now what do you do if that letter doesn't work? You send a follow up letter in the mail. Okay. Why? Because leaving it up to chance on one touch doesn't work. When was the last time you looked at something online? I just ordered a new cooler, one of those fancy ones that keeps your eyes cold for like three weeks and I looked at one and I see ads online and then I saw it and I saw it. I saw it again because I didn't buy it yet. It was like three days later I finally got one. Why? Because enough impressions and seeing it reminded me of that need to take action. But if I just did one ad because someone was being cheap and didn't want to put all the ads in front of me, I wouldn't have bought the thing. And it was a few hundred bucks for a stupid cooler. Well, hopefully not so stupid. It's going to keep my ice and my stuff cold while camping for days at a time. But my point is this. You need those multiple impressions for people to take action and to contact you. So if they don't respond to that first letter to don't be afraid. By the way, to use creative strategies. I have heard and talk with people especially in Covid times who are using painter's tape, that blue tape to tape these letters at the door. Fold them up so it keeps things curious. Feel free to write blue ink pops on the outside like little note for you something to get them to open it right. Tape it to the door. That would be another way to use this letter. The wanting to kick the roofers off your doorstep letter. Don't be afraid. Remember not everyone's going to read the letter. It might go straight to the trash. So tape it at their door and send it in the mail and then send a follow up. And I didn't bring that one with me but I do have a specific follow up letter as well saying did you get my letter? Then strategy number two, cold call. If you are able to get the homeowners data using any public records, there's paid resources as well. One of which is Cole information which is very popular among roofers by the way. Be mindful when you do purchase lists from either list source Infousa Cole information any of these outside agencies, make sure that it's up to date on the do not call list because you don't want to get flagged for doing anything illegal or invasive to people's information or privacy rather. So when you do cold call, follow the slap canvassing formula, the slap pitch that I teach. Okay? Now there are also call scripts available in the battle pack if you're interested. There's that the slap formula I teach on this channel, totally free. I will teach you to use S say hi. Break the ice. L let them know why you are calling and make it very familiar as if you're a friendly neighbor stopping by. Okay. Then a ask an open ended question that's going to require them to think a little bit so you can start a conversation and then p present to their answer. So example, you call them up and this works great for commercial by the way as well. You call them up, you say, hey, is this because you know, you know the homeowner's name? Hey, is this Peggy? Oh, hey Peggy. My name's Adam. I'm just calling. I sent you a letter in the mail the other day. Came from Adam Bensman. It was in a white envelope, hand addressed, hand stamped. I just wanted to ask if you had any questions about it. See how I said that? Say hi. Break the ice. Hey Peggy, it's Adam. I'm calling because that's the l letting him know why I'm calling. I sent you a letter in the mail the other day a ask an open ended question. Do you have any questions about it? You'll notice I didn't say, did you read it yet? Did you read my letter? Did you want me to come by? No, no, that's a close ended meaning it's a yes or a no. It would be too easy for them to kick you off the step. Do you have any questions about that letter I sent? Chances are they won't even remember. They don't know who you are. That's okay. Say, hey, I sent you a letter about kicking the roofers off your doorstep and then now you can go in, right? So or they've read it and say, you know what I did. I'm waiting for all these out of town roofers to go away, whatever it is. Now you can p present to their answer. So you want to layer on these multiple touches. Okay? Direct mail. Tape a letter at the door and send a follow up letter. And work cold calling if you can. Okay, so there are some strategies for you. Now I want to give you a couple more ones. Referrals are golden. Right now you need to start working those referrals every single time that you're with a customer and you provide value. Ask who else they know that you might be able to help. Remember to blade your stance. I have a whole playlist by the way, called Referral Madness. You're welcome to check that out for more on referrals. Blade your stance. Ask blade your stance, meaning this is combative, right? But if I say, hey, who do you know that I might be able to help the way I helped you? And I turn like this and you can see over my shoulder, you can see my pad of paper and I just wait. So get those referrals. Alright, strategy number what are we on? 3. Working your installs. Ask your homeowners for the names of their neighbors so you can go knock doors as a courtesy notice. Say, hey, I just want to go knock on their door. Let them know that we'll be doing the install. That way if any debris comes in the yard, they're calling me, not you. Make it about the homeowner and the neighbor to be a hero. Okay then. The last thing and arguably the most important strategy is using my insurance agent referral program. Now I don't want to dive into that in this video because I have an entire series. I think there's two or three videos I've done on that in the past and there's some playlists on realtors and insurance agents as well. But I'll give you the high level right now. When you sign up a new customer, ask the homeowner for the insurance agents name, email and phone and reach out to them to introduce yourself for serving a mutual customer and that you can help them out by forwarding pictures and keeping them up to date on the project. So you make the agent look like a hero. You help them out. You're not paying them off. There's no referral fees. This is just about developing those relationships. So quick recap to sum this up. For helping you get past the door when it's knocked to death or you're the hundredth through for there, use direct mail strategies like this one. Okay. The tired rivers at the door. Hand, address, hand stamp. Make it mysterious. Follow the formatting. Just plain paper. You can type out your company name but no logos. All right. Blue ink. Write crooked. Have bad handwriting. Pique their curiosity to open the thing. Number two, multiple touches. Letter on the door. Mail, follow up mail. Okay. Cold call to follow up and work those referrals installs. Ask neighbors. Excuse me, homeowners for the names of their neighbors and work with your insurance agents of all of your customers. If you have a backlog of 20, 30, 40, 50 hundreds of customers, start there, reach back out to those agents to kickstart those relationships. By the way, there is a cold outreach script available in the Battle pack along with everything that you need. Pre done copy paste ready to go for the insurance program in the Battle pack as well along with all those letters I showed you a whole bunch of customer emails, the referral program and a whole bunch more. You can click that link, check out testimonials on there and get instant access. By the way, if you are interested in that, I am releasing a program on September 10th and if you're watching this after it is now available called your complete sales strategy which takes concepts just like this and gives you simple checklist to follow to put all the these marketing pieces together from the Battle Pack into a turnkey plan that's ready to rock and roll. Literally a complete sales strategy. In fact, your complete sales strategy. There's a link below to jump on that wait list and grab a discount. Thank you for joining me in this video. Our time does not need to end. Click the links in the description to check out everything that I mentioned and if you are new here you will see a link to download my pitch like a Pro Roofing Sales Training Video Library Completely free. Update this weekly so you can see all the videos that are done organized by category. It's great for training new teams and great for new people, seasoned people alike, company owners, you name it. Click the links at the end of this video to watch the playlist that I recommended and get lost in the beauty of direct mail, networking with insurance agents and a whole bunch more. I'll see you in the next one.