The Fundamentals of Field Marketing: How to Lay the Foundation for a Million-Dollar Door-to-Door Sales and Marketing Strategy

By Jeff Scully

Struggling to gain traction with your door-to-door sales process? 

Then you're in the right place. The Fundamentals of Field Marketing is a sales manager's guide to prop

• Language: English
• Publisher: Springboard Publishing
• Release date: Sep 5, 2023
• ISBN: 9798985519044

Book preview

INTRODUCTION

In the winter of 2011, I found myself knocking on doors for a presidential campaign in the dead of winter in New Hampshire. It was freezing, snowing, and miserable. As much as I had admired the candidate I was working for, I thought to myself never again.

It was something I never planned to do. Nobody grows up thinking they’re going to run door-to-door field marketing teams for a living, and I was no different. But despite my reservations, it’s something that I found myself to be good at — really good at — both at the door myself and building field marketing departments.

I am often asked by business owners why they can’t get their field marketing teams off the ground or why they can’t grow past a handful of field marketers.

Are my scripts wrong?

Do I need to restructure our comp plan?

Will better technology help?

Am I working the reps too many (or too few) hours?

The list of questions goes on and on. While those things are important to have right, it’s not what is going to get your field marketing team where you want it to be. What will? The pages within this book will walk you through the answer.

I spent the better part of a decade building many successful canvas teams from scratch to well over $20M in annual revenue. Industries I have helped range from politics to home remodeling to solar — anything that can be sold at a homeowner’s door.

During this time, I discovered what makes field marketing teams successful — and it’s not at all what you’d assume. The perfect formula will definitely surprise you, and make your field marketing team better in the process.

In this book, you will find exactly what you need to do not just to have the need for a field marketing team within your company, but to have one that will scale far beyond what you ever thought your company could produce.

Done correctly, your field marketing department will deliver millions in revenue, strong appointments, significant growth in your headcount, a culture of strong work ethic and integrity, and so much more.

So let’s get started by laying the first brick in the foundation that will change your field marketing operations forever. Let’s start with your recruiting efforts.

1

RECRUITING IS SALES

I can’t find good field marketers.

Does this sound familiar? If so, you’re not alone. In the early stages of business development you are wearing multiple hats, so you want to hire a person who can produce immediately.

Unfortunately, finding such a person is few and far between…very far.

The most overlooked and arguably the most critical component of building successful field marketing has very little to do with the scripts, the comp plan(s), the titles of the various positions within the department, the product, and so on.

It is the ability of the company to recruit. If you can’t aggressively recruit, you will not have a successful field marketing team.

When speaking with various business owners who so often struggle to build field marketing teams, I am always told they can’t find reliable canvassers or good managers. Even though their comp plan is the best in the industry, they ask me to look at their scripts, their systems, their technology, etc. But the reality is none of