Southwestern

Never sell at the door: the only goal is to get inside

Shaan's uncle learned at Southwestern that nobody ever buys a book at the door, so 'door sampling' fails. The entire objective of the doorstep is to get inside the home, after which close rates jump dramatically.

“nobody ever buys a book at the door. And I thought, that's actually like a very applicable thing for almost every kind of sale is you're— because you're afraid of getting rejected, you rush, you rush to try to just sample it, give them the value so you don't annoy them. But the reality is that that's not how a product like this would ever be bought. Nobody's ever going to buy this at the door itself. So he goes, you want to get into the home.”

Steal thisDon't pitch to close on first contact; design the first step purely to earn the next conversation.