Canvassing - A Piece of the Marketing Puzzle

Canvassing may well be one of the better marketing methods for companies large and small in this decade. Yet, modern canvassing has almost no relationship to the canvassing programs initiated 2 decades ago or perhaps even 3 years ago. Today, it requires that you think about the kind of people you will hire, how they will be supervised and by whom, those specific territories in which to canvass and when. Add to that a system of goals and quotas plus a compensation system that is both motivating, yet structured for control.

Canvassing crews need to be supervised by someone with specific skills for hiring, training and supervising. The crew has a responsibility to fulfill goals (number of leads) and the supervisor has to be a hands-on person who sees that the goals of the crew are met, including personal lead development to meet quotas if necessary. Our research indicates that the people who work best in the canvasser role are college students who fit a designated behavior profile, those who will work 18 to 20 hours a week, yet under a thousand hours per year. Our studies show that the best hours are between 3:30 and 7:30 PM daily and for those that work Saturday, 10:00 AM to 4:00 PM.

When all components of a good canvassing program are met, the average canvasser develops 10 leads per week, with the goal of an 80% confirmation rate, a 70% sit rate, a minimum 33% closing rate, a 70% retention rate which in turn produces volume sufficient to compensate for the total cost of a supervisor and high enough earnings to attract the best people for canvassing.

Executed properly, the program will support canvassers who earn $400 to $450 for a 20 hour week, a supervisor who can earn $45,000 plus annually and the cost of a van for transport.

When all the latter factors are in place, the fully loaded marketing costs of the canvassing program will be 10% or less. Obviously, situations such as pre-canvass marketing (door hangers) or brand recognition through various forms of advertising strengthen the canvass program.