Internet and Coffee

I was talking with a friend of mine who shocked me by telling me that someone actually came to her door recently, trying to sell her magazines. I was in disbelief that door-to-door salesmen still existed and that they could think they could get any business with these old, outbound marketing techniques.

She went on to tell me how he had come to her door under the rouse of some pre-college program whereby he was competing for a scholarship, which he would win just by visiting enough people door-to-door.

She went along with it, although completely surprised and confused, until, of course, he whipped out his trusty catalog of all the magazines he was actually trying to sell.  She was, of course, shocked and appalled and immediately tried to get him off her doorstep as soon as possible. No, I don't want any magazines. No, I don't want this catalog of coupons either. No, no, no.

After my laughs subsided, and I got over my shock that door-to-door salesmen actually still exist, it got me thinking. There are so many things about this salesman's approach that are incredibly ineffective (and annoying). So here are my inbound marketing tips for this unfortunate merchant.

1. No more interruption marketing.

You're really going door to door, pulling people away from their dinner, or family, or tv? You really think you are important or interesting enough for them to want to talk to you instead of doing whatever they were doing when you rang their doorbell? They have not invited you into their home, and they certainly do not happen to enjoy being interrupted in the middle of their day (nor will they necessarily be home when you happen to stop by their house). Instead of spending your whole day interrupting people, and hoping they pay attention to you, try setting up a blog and writing interesting content, so that people want to hear what you have to say and come find you when they're interested in your products.

2. Get found by the prospects looking for you.

My friend is not interested in buying your magazines. Nor your coupon book. But I bet there are people who are interested. Why not connect with them? Instead of spending your time going door to door to every single person, spend your time setting up a website, a blog, an online presence, so that when people are looking for exactly what you sell, they find you. This is a much better use of your time and effort.

3. None of that bait-and-switch!

With a bait-and-switch, you introduce one offer (You're the 10,000th visitor! You win an iPod!) but, after the prospect buys into it (clicks on the ad), they're redirected to a completely different offer (What? I didn't want any Viagra). After switching stories on my friend, Mr. Salesman - from your college scholarship competition to your true mission, to sell magazines - my friend was not actually interested in buying your magazines. That is not the story that interested her. Just because she was interested in your scholarship program, that does NOT mean she's interested in your magazines. It does NOT mean she's going to buy your magazines.

With inbound marketing, you spend your time creating thoughtful content that is of interest to your audience. You get found by the people actually looking for what you sell, and you engage with your market so that they come to you when they're ready to buy. By leveraging inbound marketing techniques, Mr. Door-to-Door Salesman, you use your time and effort more effectively so instead of getting the door slammed in your face, you're engaging in conversations and generating more business.