How Can a Salesman "Sweep the Floor" More Efficiently?
“Sweeping the floor†is a common approach used by community-based salespeople, but it’s often seen as one of the least effective methods for growing a business. This technique involves knocking on every door in a neighborhood, trying to introduce products and collect contact information. However, this method can be time-consuming and inefficient, especially if not done strategically.
What's the Problem? And How Can It Be Solved?
(The Current Situation)
1. Recruitment of Salespeople
Many building material companies post job ads looking for salespeople, usually offering a base salary plus commission. They often require experience, but sometimes these positions are short-term or poorly structured. This leads to high turnover and low-quality hires.
2. Training and Onboarding
New salespeople typically receive only basic training—introduction to the company culture, product details, and pricing. After just a few days, they’re sent into the field with little guidance, which can lead to confusion and poor performance.
3. Working Methods
The typical process involves going door-to-door, meeting homeowners, and trying to pitch products. If the owner isn’t home, the salesman might check the apartment type or renovation progress. If no one answers, they move on. This approach lacks focus and personalization.
4. Collaboration and Follow-Up
Salespeople often work in teams, exchanging phone numbers and making follow-up calls. But without proper coordination, these efforts may not yield much success.
5. Results and Performance
Many salespeople struggle to meet targets. Some go a month without securing any sales, earning only a small base salary. This leads to frustration and lack of motivation, especially when managers don’t provide support or feedback.
6. The Cycle Continues
As soon as one batch of salespeople fails, the company recruits again, repeating the same ineffective process.
(Root Causes Analysis)
After talking to both salespeople and customers, it becomes clear that most are still operating like “huntersâ€â€”relying on luck rather than strategy. They knock doors randomly, hoping to hit a sale, but without a plan, they often return empty-handed.
1. Poor Hiring Practices
Many salespeople aren’t suited for the job. A successful salesman needs persistence, communication skills, and knowledge. Unfortunately, many leave quickly if they don’t see results, leading to constant turnover.
2. Lack of Product Knowledge
Some salespeople have limited understanding of their products and the construction industry. When they meet customers, they often ask vague questions like, “Have you installed XX yet?†Without proper knowledge, they fail to build trust or close deals.
3. Incomplete Information Gathering
Salespeople often just knock on doors without collecting meaningful data. They miss out on key details like the owner’s budget, renovation plans, or why they might prefer other brands. This makes it hard to tailor strategies effectively.
4. Poor Follow-Up
Phone numbers collected from owners, designers, or contractors are often not used properly. Without consistent follow-up, potential leads are lost, reducing the chances of conversion.
5. Lack of Communication and Learning
While salespeople report back daily, there’s rarely a structured way to share insights or learn from mistakes. Most rely on trial and error, which slows down improvement.
6. Declining Motivation
Initially, salespeople are excited about exploring the market. But without encouragement or clear goals, their motivation drops. Low performance leads to more frustration, creating a cycle of underperformance.
In summary, the “sweep the floor†method is outdated and inefficient. To improve, companies need better hiring, training, data collection, and team collaboration. Only then can salespeople become more effective and achieve real growth.
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