Ever Consider Canvassing?
by admin on November 26, 2008
in Construction Marketing
If you’ve ever considered doing the door-to-door thing to try to drum up new business, read more and see if this gets your brain juices flowing (or perhaps tells you what you need to know to rule it out altogether.)
Check out Mark Buckshon’s in-depth article about the ins-and-outs of canvassing in construction.
Mark took a bullet for the proverbial Construction Marketing Team by flying to Columbus, OH to go on a canvassing training reconnaissance mission.
Here’s a little excerpt of what he found:
“I felt a little like an FBI surveillance agent today, sitting in the back seat of a car, camera in hand, as I observed canvassing consultant Joseph Needham show Rob Sangster, working on contract for Feazel Roofing, how to knock on doors.”
“So the trick is to drive through the neighbourhood, assess whether the roof is the ‘right’ (cheaper) type, and then knock on doors, to see if they would like a free inspection, and if anything is found wrong, to prepare a proposal for repairs that would be covered by the home owner’s insurance. (And if you agree to put a sign on the lawn, you can have a $250 credit towards your insurance deductible costs.)”
“Is this a magical formula for everyone? Obviously not — You need the systems, processes, and organization to handle the leads, (or the willingness to stomach the rejection and tension involved in canvassing yourself), and obviously this type of canvassing works rationally when there is a visible exterior problem or qualification for the service (it would be harder, if still possible) to canvass for interior renovation and maintenance work.)”
Going door-to-door (like cold calling) is the black sheep of sales and marketing tactics. But if you’re like me, the thought has at least crossed your mind once or twice as an idea for finding new work.
Buckshon gives us a much appreciated glimpse into what’s possible, how it works, what to expect, as well as drawbacks and benefits of implementing a canvassing campaign.
As for me, I’m going to continue with my current marketing strategy which is heavy on networking and online marketing. But I can see why some want to sip the Canvassing Kool-aide, especially if you’re a roofing, siding, gutter, window, or painting company. Or maybe a landscaper or lawn guy.
Construction Marketing Bottom Line: It looks like canvassing could be a viable option for some…if you’re willing and able to fully commit the time, money, and energy into a professional, well-thought-out campaign.
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