Pitch Peel!
We are going to pick a pitch apart by showing you key concepts, ideas, suggestions, etc that you can use on the doors! Also adding some psychological/human nature things to be aware of and master over time after gathering enough experience on the doors and be able to use, and recognize certain patterns, expressions, tonality, and so forth.
Picture you're approaching a cave, and a Neanderthal happens to live there. Knowing that you don't speak the same language, have the same habits/customs, what are both of your reactions? How would you approach a "wild" creature? Obviously we'd approach it softly, showing we are no threat. Maybe we show up more firmly to establish dominance and set the tone f*** around and find out vibes? Whichever way you decide, remember this: How you act, is how they act. It comes down to: body language 55%, tonality 38%, words 7%. That's exactly how a customer acts, and thinks. So before you get addicted to memorizing words and thinking that is the solution (it is temporarily), I want to bring something to your "awareness".
Awareness:
Although memorizing a pitch is crucial. Don't be fooled, that's not why you memorize it. You don't memorize it to puke it all on someone's door step. You practice to feel comfortable in your own skin, for you to have quick responses to transfer confidence, to learn to speak it clearly, to find better terms, work on different solutions, etc. It serves many purposes that as you gather your arsenal, you will start to apply the "awareness" more and more. Why? Because you've master the rest. Now you have proper time and skill to start learning the psychology of sales, mastering body language & body language reading, you will learn how to change moods in entire rooms, get others involved and engaged, calm people down, and endless beautiful skills in this sales world we live in by simply how you act, speak, and transfer energy to your prospect.
As you go through these, look for a deeper "why" something was said, asked, or done. There will be guides along the way, but since there is so much creativity in sales, I'd love to get suggestions to add, skills, different thoughts? Hit contact or email me directly.
CREATIVITY
We're all creative. Use it. It's free, it's unlimited, it's a skill from the Gods.
Storytelling
Engage. People hate information, but they love connection, trust, story telling (specially about themselves)
information
When the customer gives you their personal information, that is a form of trust. It's also needed for you to keep the process smooth.
Communication
Establish form(s) of communication. Have the customer send a quick "hi" confirming the text. Get them used to texting/calling you. Find their most used communication method.
INTRODUCTION
Start breaking preoccupation by having a calm demeanor, establish a posture that you belong there, forward body language showing that you're there to do business as in get shit done, tone down (monotone) before you know who you're talking to - matching their energy later. In fewer words, "Break the Ice".
This is by far the simplest of them all. All you have to do is greet them and ask how they are doing. That's it. Just by asking them how they are doing your odds of having a WAY better door approach goes through the roof. Checkout this study below:
“The theory behind this tactic is that people who have just asserted that they are doing/feeling fine—even as a routine part of a sociable exchange—will consequently find it awkward to appear stingy in the context of their own admittedly favored circumstances. If all this sounds a bit far-fetched, consider the findings of consumer researcher Daniel Howard (1990), who put the theory to test. Residents of Dallas, Texas, were called on the phone and asked “if they would agree to allow a representative of the Hunger Relief Committee to come to their homes to sell them cookies, the proceeds from which would be used to supply meals for the needy. When tried alone, that request (labeled the standard solicitation approach) produced only 18 percent agreement. However, if the caller initially asked, “How are you feeling this evening?” and waited for a reply before proceeding with the standard approach, several noteworthy things happened. First, of the 120 individuals called, most (108) gave the customary favorable reply (“Good,” “Fine,” “Real well,” etc.). Second, 32 percent of the people who got the How-are-you-feeling-tonight question agreed to receive the cookie seller at their homes, nearly twice the success rate of the standard solicitation approach. Third, true to the consistency principle, almost everyone (89 percent) who agreed to such a visit did in fact make a cookie purchase when contacted at home.”
Influence Science and Practice
Cialdini, Robert B.
Step 1 - Variations
1. Hello, how are you?
2. Hello, how's it going?
3. Hey Mr. Mufasa, your neighbor asked me to stop by, how are you guys doing today?
As you can see, very simple. That's it. The task here is your posture, tone, and pace. That is how you start a regular conversation anyways; however, with a stranger we might feel a little anxious, intimidated, and what not. You need to be cool like other side of the pillow. Under all circumstances be indifferent. That's what you're mastering here, along with reading your customer's body language, interpreting tonality, mood, etc. Sales, the beautiful profession of the world!
Step 2 - Variations
1. I'm doing well as well, thanks for asking, is this the Mufasa residence?
2. I'm good, thanks. Can I speak to the homeowner please?
3. great, I'm looking for the Mufasas, do they still live here?
Possible Responses
Good – Green. Responded normally, like a real human being would. Good to proceed to next step.
Can I help you? – Yellow. This person might be in a rush, not in the mood to talk, etc. It’s ok to move forward, but make sure you either level with them soon, build more rapport/intrigue, or else you will lose it soon.
Rebuttal: You might be able to. Are you the homeowner? I’m looking for the Carsons. (You haven't asked for any help. You asked them a simple question that they refused to answer, showing you how you should proceed. Good, because now you know where they stand currently. Now it's your job to put them in ease by creating curiosity/intrigue. When you are indifferent to their reaction, showing that you're still confident and at peace, you transfer that to them. Asking them by name, builds even more intrigue from the customer more often than not. By doing these two, boldly and non threatening, you will have had another small in in your pitch.)
What do you want (Aggressive)? – Red. Level with them. Match intensity while being professional, but make sure you make clear that you belong there, and you’re not their ragdoll. Once you level, make sure you transition to lighten the mood and start your second chance.
Rebuttal: Actually man, I don’t want anything. We’re the guys doing the follow up for that self generation slip you got on your last PGE bill, but you seem rushed, is it a bad time? (This creates confusion/intrigue. Also NEM is such a vague term, and at this point, “intrigue” might get them in the yellow or even green to treat you like someone that belongs there. Body language is crucial. Literally act like it’s your job to be there vs acting nervous. If they ask “What’s NEM?”, you just created a small crack. Otherwise, they aren’t listening or care to continue. You can give them another strike, or just leave).
WHO & WHO?
Mike Jones, Mike Jones! If you don't know, it's ok, Youtube it. The who is a place where you qualify them, by making sure you're talking to the decision maker. In return they will want to know who they are talking to. Deliver. Second positive exchange and a small win towards a lead.
Keep in mind that as you go through your door approach, find ways to connect with your customer. In other words, jab at something other than work - especially if you spotted something they care about. As Derek Marlow says: "We've got to be humans together first."
Once you are 'humans together' the customer cares more about what you have to say and the odds of them listening is exponentially higher. That is exactly what you want, them to listen, like, and trust you.
WHO/WHAT?
What is simply establishing your purpose of being there. Transferring the sense you belong and can be trusted. You can achieve this by being present, knowing the neighbors, being seem in the area, getting site surveys, installs done, and so forth.
At this stage, you're still in the early stages of your pitch. Building momentum and getting the prospect comfortable with you.
After those things are in place and you establish intrigue/curiosity, you've achieved your goal to get them to LISTEN.
With that in place you've upped your odds significantly once again since solar is a product that sells itself. Most of the time we lose doors is because they aren't willing to listen.
Step 3 - Variations
Yes I am – Green. Bingo. Spill the beans.
Why do you need to know? – Yellow. They need more time with you. Maybe your tone was up, or not confident, and it caused them to hesitate. It just means you need to break the preoccupation some more. It’s actually good that they voiced out a concern, so don’t be discouraged. That means they are listening. Especially now.
Rebuttal: Oh my bad, it’s not that serious. I’m one of the guys doing the Self Generation follow up in your area, and we’re only allowed to do it with the homeowners. Are you Mr. Gonzalez? That’s who I have on my end. (Be assumptive. Show them that you belong there. By dropping the owner name, it gives you credibility that you were actually checking).
What do you want? (Or rude) –Red. If this is the second time, this is strike two. This is where you must level with them or leave.
Rebuttal: Alright man, I’ve been polite, and I’ve been trying to explain it to you. Do you want me to leave, or what do you want me to clarify so I can do my job really quick, and go to the next house? It’s a follow up of the Self Generation notice you've received with your PG&E bill. Do you remember what option you ended up choosing or if you read it at all? (This last one, is to create intrigue. Intrigue sparks interest, specially in people that act like caveman.)
Step 4 - Variations
1. Ok, so yeah, I don’t know if you’ve seen me here the last couple of days working with your neighbors, but I’m the guy doing the follow up on the Self Generation or Virtual Grid, which was a notice you’ve received from PG&E the last billing cycle. Do you recall reading it or remember seeing a blue slip?
2. Ok, for the next few weeks you will see a lot of movement here in your neighborhood for the virtual grid. I don't know if you were able to read that blue notice on your last PG&E bill, do you recall seeing it or reading about it online?
Purpose: You’re not asking for permission, validation, etc. You’re doing your job, that’s the idea. You belong there. It’s not so much what you say, but HOW you say it. Double questions are a great way to ask questions on the door, especially when you simplify it making it easy for them to answer & be curious what it was about.
Oh no I haven’t – Green. Prime for delivering the meat. Now they are listening & intrigued. The next portion of the pitch is what will make all your hard work up to this point pay off. So having their attention/focus is a must. Otherwise it’s like throwing pearls to the swine. They wont’ recognize the importance/value if they aren’t focused.
I don’t know what you’re talking about. What is this about? – Yellow. This means they weren’t paying much attention before, that’s alright. Do a quick recap, address a potential distraction (kids, dog, noise, etc), then ask the same question, but switch it up a bit. Example: “So that TOU slip that I was talking about, are you familiar with how you’re being billed now vs what it will be as it explained on that notice?”
Nah, no interested – Red. Two choices, smile and say “alright, bye”. That’s that. If you feel like you fight some more, use your judgement. My take is, do not waste your sales battery on a non-buyer.
That being said, if it’s a softer no – you can tell spouse isn’t there, they are a having an off day, etc – then mentioned, “hey I can tell this isn’t a good time, I will finish doing all the neighbors first, then I will save you guys for last and finish your follow up” (Finish with intrigue). If they really don’t want it, they will shut you down, if those concerns mentioned were in place, they will be ok with you coming back.
Lastly, you can just intrigue them and leave them curious. Example: “Alright man, it doesn’t affect me, just you. If you care, go to pge.com/nem. Have a good day.” Hail Mary, but 1/10 might snap into focus mode and give you a chance of selling where they might ask a question regarding the link, or when you re-knock they will treat you more like an authoritative figure since you were indifferent, confident, and they saw you doing work in the area. Hence, upping your odds of selling a really hard point of entry door that can be a lay down, since the vast majority of people never got through phase 1.
THE PROBLEM is the most crucial part of your pitch. It glues it all together. It connects to your belonging and purpose of being there. It keeps the momentum heavily on your side. It’s hard to stop you now. The problem has to be UNDERSTOOD and FELT. It has to have IMPACT. They won’t remember all that you said; however, after you made so much sense, and they felt it, they will give you the second visit, which is what you want. Also a good problem provides an amazing “pullback”. A pullback means nothing if they are not bought in to what you’re doing. So this step makes the next step super crucial/relevant/efficient, or it does nothing for you.
Step 4 - Pick an angle, and stick to it (Angle: Power Backup Need & Value)
Ok, it’s no big deal, most of your neighbors here hadn’t read it either, just heard something about it, I got it pulled up right here. (iPad, slip, phone) - [You made it easy, and engaged them by doing this].
So on the PGE website here, you can pull it up anytime, here is the nutshell version: (This gives you credibility, proves your point, gives you relevancy, and put them at ease that this is "simple". As you’re going through that page with them pick 3-4 points that they must remember that build your case towards the PROBLEM you're bringing to their attention).
Open the link so the rest makes sense. This is what I say as I go through the page:
PG&E due to the grid being so overwhelmed and old, imposed a plan to start investing in what they call virtual grid, which will be replacing most of the grid system due to the previous issues they had with fires/bankruptcy, which is the way you currently buy your power. So if you opt to joining the virtual grid, like the new construction homes that produce their own power, nothing much in your life would change, you'd still get an electrical bill at the end of the month like you do now, but because you're an early adopter, it began April 15th, you get power back up. Were you living in this house in 2015/16 when they started this? How long have you guys been in this house? (As you can tell, this doesn't explain much, but it's simple enough for the customer to understand and relate to familiar events, and attaching a cause/reason for what you're doing. Then you put their minds at ease that "nothing much" will change, which is exactly what they want to hear and it removes possible false ideas in their head from brewing and having them deliver you a pre-mature no. They are familiar and comfortable getting their bill at the end of the month, and you let them know that's how it will continue to be. Lastly, now you're pushing the comfortable boundary by asking how long they have been in that house. Once they answer, it's another small win. Also it opens the door to have a small conversation about the area, who they know, etc).
* You gave them a good spill, now let them talk. It builds the "I talk, you talk relationship". So if questions arise, they will feel open to ask you vs telling you not interested. Also makes it feel less pitchy and more conversational. Pay attention to their answers/objections and how it can benefit you in selling them. See objections/questions for how to cover some key points like a boss.
That's awesome you guys know so many people. A lot has changed since then, your neighbors were mentioned after that school was in, a lot more houses were built on that other side. Anyway, with this push for self generation, you don't have to do it obviously, it's your house. You keep paying a bill that is familiar to you, but would get the value of having power back up when the grid goes down, or a catastrophe happens. The other scenario is you stay the way you are, and pay the penalized rates for Time of Use that you're on, or it will be on by this summer. In a nutshell for 5 months they double the rate between 4-9 PM, that you would be helping avoid with the self generation option. Do you remember that yellow slip showing the rates for this summer? (When you acknowledge what they said, in their subconscious they take that as "he's with me, he's listening". Followed by a comment that solidifies you belonging to the area of some information that someone that lives there would know, that's unique, giving you more rapport. Then transition back into the pitch. Those two sentences hooked the customer to gain more interest in what you're doing. Once they are hooked, time to give them a PROBLEM. First I gave them a quick out "you don't have to do it obviously, it's your house", hence eliminating any previous buying pressure, and keeping moving as confidently assuming the sale. After giving them the pain of not doing what I'm offering, I intrigue them by something they should already know and received it previously. They missed. Oh, how lucky them! You can explain it! )
*At this “check point”, you want to show them a bill or something to gauge understanding. Don’t make it super long, literally show and move on quick. The point here is when you open your “images” they will see tons of pictures of bills. Save one that has the tier and one that has time of use (make it easy to find). Show that quickly and move on. You’re not selling now, you’re just quickly validating your claim and showing that you’ve been doing work getting bills; hence, making them comfortable to provide you with a bill later on. The seed has been planted.
So the reason why they are going to penalize the rate during that time, is because 44% of your NEW BILL is simply transmission and distribution, so that premium is simply to get the power here through the grid, not what you have consumed. (People fear the unknown (NEW BILL), if you say the bill now, they might not care. A future change, they do care. Also people don't like paying a high premium for a service although they need it and use it. This sets the tone and easy deliver of the solution, which is next, solving this problem. Then I close the website tab and transition to the solution.)
SOLUTION
The solution has to be very simple. Easy to do. The heavy pull was done right before. This needs to feel like a breeze, a no-brainer, a must do, a why not? If the problem was FELT & UNDERSTOOD, the odds of them giving you a shot of showing them the solution is very high (second visit). Also when you say solar, it will be in a positive light and they will be willing to hear the rest.
Step 6 - Wrapping up
That being said, the solution to get value on that "wasted" 44%, is to store the power like the new construction homes & assist the grid when they need. Have you noticed that all these homes come with solar panels installed on their roof? The only difference between their house and yours, is that they pay that towards being self sufficient from the grid, and existing homes get no value. So by opting to buy power like the new homes, you'd get your bill like you do now, no changes, but you'd have the power backup value added. Have you seen one of these homes, or what they bill look like? (Since you've attached the issue to the grid, when you bring up solar mentioning a third-party, it's less of a big deal, and you're letting them know it's solar after the problem and value were there. Upping your odds of sparking interest in the customer's mind. Then you quickly transition to a question to get their minds off of it for a quick seconds, allowing you to add more value by taking it away - pullback)
*Don’t be afraid of an objection coming up. Assuming you did a great job - pace, flow, tone, body language, being clear - it won’t even come up. If it does, that’s exactly what you want anyway. If most of your pitches you get questions rather than objections, that means you’re doing exceptionally well & your points were clearly understood.
Step 7 - Pullback & Transition
This is where you test their interest and how IMPACTFUL the problem you created is. This is a small, yet powerful piece that adds the salt to the pitch. The transition can be used in the same step as the pullback. Why? Because when you take it away, they will want to be part of the ones who made the cut if they see the value. Making it easier for you to move and them being ok with it.
Obviously everyone would rather spend that money going towards storing power vs just shipping costs while paying the same price more or less. Unfortunately we're only working with homes that can produce above 1,300 hours of sun & that I can actually benefit for the extra incentives they offer. To make this simple, let me check which tag is on your meter, in the meantime, please grab me a PG&E bill from any month so I can show you what I'm talking about on page 3. I will be right back. (So first you tell them what to think about the situation, then you take it away that if they don't meet the criteria, you can't do anything for them. People don't like getting left out especially after you've mentioned you've worked with a few neighbors. You throw a jab about "extra incentives" to spark even more intrigue - SGIP Incentive - then you proceed to make them feel at ease, you will make it simple, and literally move your body heading to the meter. As you're starting to move, make getting the bill about them. It's for them to know something about it. They care about what they want, so most likely they will grab one for you).