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CPR is Sales-Lifeline at Door

Oct 3rd 2010 at 11:00 AM

 Door-to-Door Sales Whisperer Says: 

    “CPR is Sales-Lifeline at Door”

By Bill Hamnet Wall,    


    Imagine that you hear a faint knock on the door, and you recognize a neighbor’s six year old girl outside holding a note and a plate of cookies. Her mother dressed in black stands near the curb staring downward. It is widely publicized that the girl’s father was a POW whose corpse and personal effects recently arrived in this country.

     “I buried my father this morning.” she murmurs as she hands you the yellowed crinkled scrap of paper. It reads: “To my little girl, remember your Daddy loves you. Be good to your mother and your neighbors. Make me proud, Daddy.” Then she hands you warm cookies, retrieves her father’s note, and walks away.
Ok, what does this have to do with selling? Without knowing it, the little girl calmed her neighbor by not appearing to be a threat. She piqued the neighbor’s interest by allowing her to read the relevant words from her deceased father. She reassured the neighbor by handing her cookies, and not staying too long. This is precisely the proper sequence of events that improves efficiency in door-to-door lead generation. Namely, Calm the prospect. Pique their interest, and Reassure them. I call this my “CPR Method”, a tool for any outside Sales Whisperer.

     Just as the numbers are irrelevant in a combination lock unless they are used in SEQUENCE, so the vital issue in sales fundamentals is the order in which they are performed. For instance, if you don’t calm the prospect first and just proceed with the features of your product, they will not HEAR the benefits until they feel safe in your presence. If do not reassure them that the process will not be onerous, they won’t care what the benefits are.

     If you reassure them before you give them the benefits, they will be confused about the relevance of your soothing words. When speaking at small District Office meetings at Farmers Insurance and American Family Insurance to a group of new agents, I let a few them stand up and show off their current techniques at door-to-door prospecting. It became obvious to me why they were turning off prospects with their approach. It’s not that their words were inappropriate or their demeanor offensive, but either the sequence of their words were wrong or they left some out completely. It reminded me of a cell phone conversation in which every third word is garbled. It doesn’t matter how polished or friendly a conversation is if only 2/3 of it is comprehended.



                 A Little Wisdom from 25 years in the Field



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