We spend a lot of money on marketing our business through TV, marketing campaigns, web-based, and the e-mail-based marketing.
It is true that these marketing strategies have very wide reach but the door-to-door sales has the highest ROI among the above-mentioned strategies. It is one of the oldest and result oriented techniques to get more clients in less time.
The door to door sales can be implemented in promoting solar in India. I will highlight the points which make this technique effective.
Lack of awareness
The Indians are less informed about solar technology, it’s immediate and future benefits. Moreover, internet access is low in the villages & the smaller cities, (which constitutes a major part of the Indian population), further diminishing the effectiveness of internet-based marketing. Till date, people prefer to talk in person and discuss the real problem face to face. If you, as a solar entrepreneur, directly go and meet people, explaining the financial and the environmental benefits of this technology, the chances are bright that you will come out with a conversion. I can only say that you can easily explore the Indian solar potential through door-to-door sales.
You know your client better
You get the chance to know him & his requirements better and you can take the vital information to provide him with the customised solution and can provide the quote instantly. There are chances that other members of the family might come when you are discussing business with a single person and they may also show interest in your proposal, further increasing your chances of conversion.
(This kind of situation is hardly possible in other marketing techniques)
You get the chance to showcase your product which anyone can see it, touch it and can even see the live operation. You get the chance to know the body language of the customer which you cannot see over the phone or other traditional marketing campaigns.
Very little time to cry
In the door to door sales, you get the real-time response as compared to other marketing campaigns. When people say no, they will most likely to give the genuine reason for it as it is very difficult to tell a lie and avoid a person on the face.
(In other marketing methods it generally takes weeks to read the mind of the customer and still, after this, you may not get the appropriate answer or a simple no without explanation)
If you can convince him that your solar solution is a real problem solver, which actually it is, he might change his mind and may end up buying solar from you. This saves your time which is otherwise not possible in e-mail marketing and through the telephonic conversation.
Trust builds easily when you are meeting someone in person, talking and exchanging views. You know the real business is not only the sales, but it is a platform to get to know the people of similar taste and vision as you are having and sharing a life-long relationship. A regular meeting can make you a trustworthy person and people will identify you like the brand.
You advertise on TV, marketing campaigns, web-based marketing, and e-mail-based marketing but still, you are not sure about the returns and the target audience. One of the best things about the door to door sales is that you can limit and control your expenses and can target your customers well. If visiting a client by car is expensive then you have the choice to visit by motorbike. You can sometimes prefer public places like schools, colleges, hospitals over individual residential houses as the chances of conversion is more in the former case. You can speak, show the live demonstration, get the email addresses, telephone numbers, and the customer’s feedback in the single visit.
A referral generator
Once you get success in one solar installation you will start getting the numerous leads from that locality only, provided you did your job well. In due course of time, you will get the hold of that region and any newcomer will find it very difficult to enter in that area. Keep showing your physical presence through a live demonstration of the solar products and explaining the feasibility and the benefits of the solar. You can also collect the e-mail addresses and the telephone numbers of the people and keep educating them.
The ending note
In all the marketing techniques except the door-to-door sales, you cannot respond to the client’s queries on a real-time basis. Despite its numerous benefits, the door-to-door sales are declining and taking over by comfort-based marketing techniques. Generally, we tend to avoid door-to-door sales because it is tiring and we fear rejection on the face. There are many people who can go solar if they are made aware of the technical details and the financial benefits and this can be done very effectively through door-to-door sales. It is up to you how quickly you can do this and can tap the Indian solar potential. Target those areas which you feel that solar can be more effective like areas where the Grid supply is not consistent. Go to the school or the colleges, hospitals, petrol pumps, and other many public places where the solar installation can benefit the large public.
The door-to-door sales (when you are selling locally) is more effective and time saving than looking for the numbers in the Yellow pages and talking over the phone to the receptionist to get the appointment.