Continued Q&A from our January 2013 Webinar

In response to the many questions we had on canvassing from our recent home improvement webinar, we have called on our resident expert on that topic, David Alan Yoho, who is the featured presenter in the vastly popular recorded series “Leads, Leads, Leads”.

 

Q: What are some of the things that companies that have successful/profitable canvassing teams do differently than those companies that are or have been unsuccessful/unprofitable with canvassing crews?

A: The list is long since there are more ways to fail at canvassing than there are to succeed.  The good news is that when performed correctly, it’s a great way to develop leads consistently at lower cost than most sources.

Successful companies control the herd. They transport them to and from the canvass.  If you allow canvassers to transport themselves, you risk multiple problems (legal and ethical among them).  The company has scouted and chosen the routes, the quantity of properties and have set rules about what canvassers can and cannot do in the neighborhood.  They do not allow canvassers to fill the schedule with poorly set appointments.

Successful companies find and keep strong leaders. This includes the Team Leader, who transports, coaches and guides the team.  They are the first line of ensuring that production and behavior are positive.  They set the tone for performance; they are excellent canvassers.  They demonstrate as much or more than they observe.  Companies have bench strength in place so they cannot be held hostage by poor performers or people with poor attitudes.

Successful companies recruit daily. Since the average canvasser is single, doesn’t own a home and is engaged in this difficult selling assignment, their ongoing employment is tenuous.  However, you need to keep low performers from dragging down performance and morale.  You need to pare from the bottom up.  You cannot be misled by the false belief that the scant few leads developed by the worst performers are somehow profitable.

Q: How do companies measure the outcome or degree of success in canvass programs?

A: Successful companies have profitability measurements.  Their key measurement is demos, or at the least, issued appointments (assuming the full demo rate on issued appointments is 80% or better – – well-run operations enjoy demo rates as high as 90-92%).  They forecast, budget, compensate and measure by the paid man-hour.  This is simpler and easier to track, and any high school educated canvass department employee can understand it.

Successful companies compensate based on the cost of the lead which enables them to pay more to their best people (and keep them), paying less to lower producing, more costly canvassers.  Compensation is the prescription for working under emotionally draining conditions including tough weather.

Q: How do these companies train or utilize ongoing training with canvassers?

A: Successful companies train with non-negotiable methods and language for selling and setting appointments.  They train daily using a variety of methods; they coach every rep, every week, whether they need it or not.

Successful companies are also exceptionally well organized.  They know when and where to canvass.  They have prepared their canvassers with all kinds of intelligence about the neighborhoods so that their canvassers are positioned as experts.

Finally, successful companies are professional.  They dictate dress, grooming and behavior without compromise.  They ensure their canvassers handle complaints, unhappy homeowners and law enforcement with prepared professionalism and decorum no matter the situation.

We appreciate the participation of everyone from the January webinar, and stay tuned for more information on our next home improvement webinar which is scheduled for March 21st.

We are grateful to have Dave Yoho Associates work with our entire team. I firmly believe the improved performance of our event marketing team is directly tied to your coaching over the last couple of years.

Scott Barr, Steward
Southwest Exteriors

We’ve used the consulting services of Dave Yoho Associates for several years now. Much of our success can be attributed to following their systematic teachings and practices.

Michael Hoy, President
Great Day Improvements

One of the primary takeaways from your most recent visit to our company was that the words, promises, and tone of our call center reps need to speak directly to the prospect’s needs, followed by a professional, systematic sales presentation which builds immediate rapport and trust.

Dave Cerrone, President
Fitch Construction

Dave Yoho Associates produced amazing results for us! Every percentage point of improvement in our lead issue rate translated to an additional $500,000 in business.

Brian Leader, Founder
Improveit! Home Remodeling

When it comes to consulting advice for the home improvement industry, Dave Yoho Associates has no equal. We have worked with them for over 15 years and we are ecstatic about the results!

Daniel Green, Sr. Vice President
Solarshield

Dave Yoho Associates are the leaders in business consulting and sales training for the industry. We utilized their services to grow from a small business to averaging over $10 million annually.

Wendy Patterson, Co-Owner
Patterson Homes & Construction

Your consultant introduced many thought-provoking, exciting concepts that were implemented and drove our net profit. We look forward to a long and prosperous relationship with Dave Yoho Associates!

Mark Watson, Owner
Exterior Medics

Immediately after your training, I ran my first solo appointment and got the order for $16,088! I beat out a reputable local remodeling company whose bid was $4000 less and was referred to by the customer as a slightly ‘better’ product.

Sara Zarndt-Brickey, Operations
Re-Bath of Illinois

We have been working a long time to reach a “million-dollar month”, and this September we finally accomplished our goal! The Dave Yoho Associates model and training tools are without a doubt the keys to our success.

Chuck Cometti, General Manager
RbA of Central New York

I’ve had the privilege of using Dave Yoho Associates consulting services for the last three years. It’s by far the best single business decision I’ve made. Their structure, training, and business coaching are second to none.

Michael James, CEO
Classic Exteriors

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