Building an Ethical Sales System for the Trades – Lenny Gray

Door-to-door sales expert Lenny Gray shares his proven six-step sales system for home service businesses that works for even shy reps and maintains ethical standards. He breaks down why most sales teams fail before they start and how owners can build systems that produce consistent results without sacrificing margins or reputation.

• Most businesses fail at door-to-door by outsourcing to third parties or focusing on hiring before creating training systems
• Door-to-door sales should be viewed as a math equation - with consistent conversion rates if you follow a system
• The "three R's" approach: Results lead to Retention which enables Recruitment
• Developing an integrity-based sales approach is crucial for maintaining company reputation and customer retention
• Good door-to-door reps typically share traits like competitiveness, mental toughness, and commitment
• Training should include at least 8-12 hours before a rep knocks their first door
• Compensation models vary by industry but typically range around 50% for first-year contracts if managed in-house
• The six-step sales flow includes: initial approach, qualification, value building, closing, objection handling, and solidifying
• Getting ahead of common objections before customers voice them helps maintain control of the conversation
• For first-time programs, start small with 3-4 reps rather than attempting to scale too quickly

Visit LennyGray.com or D2DMillionaire.com to learn more about Lenny's books, training programs, and free consultation opportunities.

🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.

🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit

Tyler Martin, a fractional CFO for home services and the trades

📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting

Episode Transcript

Speaker 1 (00:01):
It doesn't have to be door-to-door, but I think when
you foundationally, if you canget in front of these common
objections like I said, indoor-to-door there's like seven
of them but if you can get infront of it before it is
vocalized by the customer, Ithink it keeps you in position
of control.

Speaker 2 (00:18):
Welcome to Profit and Grit with Tyler, where
blue-collar owners and insidersspill the real story behind
their hustle, buildingbusinesses that thrive through
sweat and smarts.
We'll dig into their journeys,from scaling chaos to growing
the bottom line, with lessonsand grit that pay off big.
Here's your host, the bluecollar CFO, tyler Martin.

Speaker 3 (00:41):
Most home service business owners hate sales or at
very least, they hate hiringfor it.
But what if you could build asales team that actually
performs and doesn't drain yourtime or tank your reputation?
My guest today is Lenny Gray, adoor-to-door sales expert who's
trained thousands of reps andbuilt multi-state pest control

(01:04):
companies using a repeatableethical sales system.
In this episode, lenny breaksdown why most sales teams fail
before they even start, hissix-step sales flow that even
shy reps can follow, and how tostructure pay so your margins

(01:25):
don't disappear.
Whether you're hiring yourfirst rep or you're trying to
scale a sales team that sticks,this one's packed with stuff you
can actually use.
Let's get into it with Lenny.
Hey, lenny, welcome to theProfiting Grit Show.
How are you doing?

Speaker 1 (01:42):
I'm doing fantastic.
Thanks, Tyler.

Speaker 3 (01:45):
Thanks for being here .
I'm so excited to talk with you.
Let's first talk about what youdo for a living.
That's where I'd love to start.

Speaker 1 (01:50):
Yeah, so I own several pest control companies
kind of throughout the nationand then I also do a lot of
sales training and salesconsulting for companies not
just interested in door-to-doorthat's certainly my background
is in door-to-door sales butjust helping companies get
better in all aspects of saleswithin their organization.

Speaker 3 (02:11):
Very cool.
And then I'd love to have alittle tip about you, a personal
tip.
Is there anything that you canshare, maybe even that people
might not commonly know aboutyou?

Speaker 1 (02:20):
I mean there's a few little things, so I'm an only
child.
So if there's any other weirdonly children out there, I guess
I mean we don't know what wedon't know.
That's what everybody asked meis like, how was it being an
only child?
I don't know.
I wasn't having brothers andsisters, it's just kind of what
you know, let's see.
So also, I never missed a dayof school in my life.
So from kindergarten throughcollege I never missed a day of

(02:41):
class.
I never missed a day of school.
So I had 100% attendance in myentire school career, which is
kind of insane.
And probably a more recent one.
My wife and I we've beenmarried going on 28 years.
We have four adult slashteenage children and we had a
surprise baby three years ago,so almost four years ago now.

(03:01):
So we're starting raising achild all over again.
So those are kind of threeinteresting facts about me.

Speaker 3 (03:08):
Wow, that's pretty cool.
I still can't get over nevermissing one day of school.
Like talk about having aperfect record, yeah no, it's
real.

Speaker 1 (03:17):
I was on the local television news twice, Once
after I got perfect attendancethrough high school, and then
after college they had me onagain and kind of did a feature
on me.

Speaker 3 (03:28):
So yeah, kind of crazy but that is, that is very
cool.
Okay, so I want to start.
I believe you started yourcareer as a summer sales rep at
Orkin and then you've gone tobuilding a multi-state pest
control company.
So kind of take me through that.
I want to start there, talk alittle bit about the Orkin
experience and then at whatpoint do you kind of realize,
man, there's more to this thanjust being a summer sales rep.

Speaker 1 (03:51):
Yeah, my high school buddy that I played football
with, he actually tried to talkme into doing summer sales.
And I mean I was from Utah.
We didn't have a lot growing up, so the thought of pest control
number one like even needing it, was always kind of curious to
me.
Maybe there's not a lot of bugsin Utah, maybe comparatively
speaking to other states.
But then, second, I didn't knowpeople would actually pay for

(04:13):
that kind of a service.
Even if we had bugs, weprobably couldn't have afforded
to pay for it.
So I didn't really believe himthat I could go make 20, 30
grand in a summer or whatever.
And so but I trusted him and Isaid hey, if you go out and it
is real and it's, it's legit,it's ethical, why don't you let
me know?
And then maybe I'll consider itthe next summer?
And so sure enough, he you knowhe he did well and called me up

(04:35):
and said I'm going to beleading a team in Birmingham,
alabama, next year, so you needto come out with me and be one
of my team members.
So I got married that previoussummer.
So my wife and I we packed upour Nissan Altima and drove
across country to Birmingham andended up being the top rookie
of the year for Orkin PestControl our first year and made
about $50,000, which to me wasunheard of in the late 90s,

(05:01):
considering the amount of timethat I put into doing it.
I mean, it was about fourmonths, it was a solid four
months of knocking and then,yeah, so I did that for a few
years and then met somebody whoactually knew how to kill bugs
and run a pest control operationand I thought, man, that's the
perfect combination for me andhim to team up and do our own

(05:22):
thing.
So we started our own pestcontrol companies in 2003.

Speaker 3 (05:26):
Wow.
So I don't want to gloss overthis.
Door-to-door sales is justoutright scary and you just make
it sound like it's oh, no bigdeal.
I just went and did it.
I made $50,000.
Take me through that.
Was it scary at first, or doyou get over that?
Or is it always scary?
Is your adrenaline alwayspumped up, or how is that?

Speaker 1 (05:45):
Yeah, no, that's a great question.
It's always scary and honestly,it's not something that
everybody can do.
So if some people are listeningto this like I'm just gonna
turn this episode off because Inever do door to door Like it's
worth the listen just becauseyou don't have to love door to
door or even know how to dodoor-to-door to kind of
implement some strategies.
I'm sure we'll get into andjust kind of talk through that,

(06:07):
even if it's not door-to-door.
Maybe your program has CSRs,call center people, maybe they
go business-to-business the samerules apply.
I feel like if you can dodoor-to-door, you can sell
anything, because it truly is.
I think I write about this inone of my books, but it's the
armpit of all sales.
Like you literally walk up to adoor.
Somebody may have never thoughtabout buying what you're

(06:29):
selling.
They didn't invite you, theydon't know you.
Like you have all these strikesagainst you, and so I really do
believe if you can do door todoor, you can do anything.

Speaker 3 (06:38):
So, taking that one step further, 10 years ago,
door-door sales, in my humbleopinion, is a lot different than
today.
Like we're, very you know,we're scared of everything.
We don't know.
Is the person knocking on thedoor going to you know?
Are they scouting out our houseand to rob it for the future?
Are they?
Is this legit?
Is it going to be someoneoverly aggressive that isn't

(06:59):
going to take no for an answer?
So I would.
Is it even harder?
I mean, is there still door todoor as a viable way to make
make a living, or what's yourthoughts around that in terms of
the changing of it?

Speaker 1 (07:10):
Yeah, no, it's.
It's insane, Having been in theindustry now almost three
decades, right, I started in1998.
It's a big change.
At first I felt like when I wasfirst doing door to door, there
was a lot more skepticism.
Because, you know, because thethought of somebody knocking on
your door and selling you,especially a pest control
service and I've consulted nowfor over 30 home service

(07:30):
verticals, so I've put togetherprograms for you name it We've
done it.
So the same type of thing,though, where there was this
little hesitation maybe 20, 25years ago, because it was like I
don't really buy anything frompeople door to door.
But as door to door has gainedin popularity and more and more
home service companies andindustries are doing this, I

(07:52):
really feel like it's less aboutpeople having hesitation to buy
something from somebodyknocking on their door because
they've done that.
Now it's more or less trying tofigure out which company is the
best, which company is makingthe best offer?
Which company do I trust?
Do they have the best Googlereviews?
Do they have some kind of ahistory in my area, or are they

(08:14):
servicing some of my neighbors?
Is there legitimacy to whattheir company is offering?

Speaker 3 (08:19):
Yeah, so I think what I'm hearing is you actually
feel like it's matured, if youwill, in terms of there's
actually more opportunity from adoor to door?
Is that?
I don't want to put words inyour mouth Is that how you view
it?

Speaker 1 (08:30):
Oh, absolutely yeah.
Like I said before, it was hey,we need to think about this or,
you know, we'll do someresearch.
No-transcript.

(08:50):
I really feel like door-to-doorhas picked up a lot of steam.
It's something that a lot ofpeople I bet.
If you interviewed homeowners,I bet more than half the people
out there owning a home probablybought something from somebody
knocking on their door, and so Ijust think there's more
familiarity with it, whichwasn't the case when I first
started.

Speaker 3 (09:07):
Got it.
What made you?
At what point did you realizeyou were a great door-to-door
sales rep?
Was that when you made the$50,000 and did you know
instantly you were going to begood at it?
Or is it something that kind ofevolved?

Speaker 1 (09:19):
Yeah, that's a great question.
So my mindset was going in nothaving really much.
I mean, I did a two-yearmission, so I knocked doors for
two years selling religion,which, if you want to think pest
control is hard, try Jesusright.
But I did this mission and Idon't know how.
You don't really measure ifyou're good or not, you're just.
You know, you're trying tospread the good word and you're

(09:40):
just talking to people.
But when I went out to actuallysell something, I felt like I
could outwork anybody, I was incontrol of that, I could knock
more doors, I could talk to morepeople, I could work longer
hours, and so I really wasdedicated to that.
Like I feel like with anything,when you first start something,

(10:02):
there's just some trepidationas far as just the learning
curve right, like I don't knowwhat to say or how to react to
this and the other.
And the company I worked forgave me a 10-page training
manual that I memorized in aweek.
It wasn't much context for meto really go, other than I just
got to learn by cutting my teethand going out and knocking a
bunch of doors.
So after my first month Idecided I was in a little town
called Homewood Alabama and Idid really well there.
But I was about done with thatarea and there was a city right

(10:26):
next to Homewood and it was kindof more of a rich, wealthier
type of city.
Houses were bigger.
And I just decided one night Iwas like to close my day.
I was like I'm going to go knockover here I think it was called
Mountain Home and I'm going togo knock in this city and these
big houses and I was like I'lljust see if I'm, if I'm really
any good at this.
And so I knock on this door anda lady answers and kind of go

(10:49):
through a little bit of a pitchwith her and she says, yeah, let
me grab my husband, and thiswas the kind of neighborhood it
was.
It was she said, but when myhusband comes, you have to refer
to him as doctor because he'searned that title.
And I was like, wow, this isnot Homewood Alabama anymore,
but OK, I'll refer to him asdoctor.
And I ended up selling thedoctor and his wife that night
and I kind of was walking backto my car and that to me, tyler

(11:13):
is when I went I'm actuallyreally good at this.
Like this is the first timeI've kind of stepped outside of
Homewood and it doesn't matter.
I just kind of felt like atthat point I could sell anybody
anywhere.

Speaker 3 (11:22):
Wow.
So you're not bringing it up,but I'm just wondering.
A lot of times people that aredoing door-to-door sales, they
just get fired up about thatsale, so cause you get so many
no's and then you finally getthat sale and that's.
They're looking for thatadrenaline rush every time that
happens.
Is that what kept you going, oris it just?

(11:42):
Was it just the money overallof man I can make $50,000 or
whatever the number is you werethinking?
I mean, what was the drive foryou that really kind of pushed
you to?
You know, because once again,knocking on doors to me seems
it's pretty tough.

Speaker 1 (11:55):
Yeah, yeah.
No, it's very tough and wedon't sugarcoat it Like it is
one of the more difficult thingsthat you can do.
But again, I do really believethat if somebody can learn how
to do door-to-door, any othertype of sales job they have is
going to be easy For me.
The first thing I did is I hada goal and I wrote it down.
It was a number of sales Iwanted to make my first year and
I had a goal to sell 442accounts.

(12:16):
That was the goal and 42 camebecause that was my favorite
number.
And the 400 number came becauseI knew I'd make around that
$50,000 mark.
That was kind of my goal.
So I had written that down.
In fact, the company I workedfor they had a do or die goal
training and we'd go in and wehad to write it down.
We gave the piece of paper withour do or die goal to our
manager and it was kind of a bigdeal and I just remember the

(12:39):
manager.
I handed him my paper and hekind of looked at it and he's
like, is this your first year?
And I was like, yeah, this ismy first year.
And he's like you know,nobody's done that before, sold
this many in their first year inour company and I was like,
okay so, and I said, well,here's how.
And he says, well, how are yougoing to do this?
I said, well, here's how I'mgoing to do it.
And I kind of threw him off alittle bit, but he was like,

(13:19):
well, good luck.

Speaker 3 (13:19):
You know, he kind of that was kind of my motivation,
probably more than down.
You didn't even, I doubt youreally knew like how many doors
do I have to knock before a saleconverts?
You probably, you know, fellinto that.
Did those numbers actually workout?
Did you have a reasonableestimate of you know how many
hours you had to work to howmany it would convert into a
sale type thing?

Speaker 1 (13:40):
No, I had no idea to begin with but, like you said,
as I got some experience andsome repetition, I kind of had
an idea of what it would be, andthat actually made it easier
for me when I had a formula.
To me, door-to-door is a mathequation.
At this point, I know how manypeople I need to talk to per
hour, per day, per week, andthat's what kind of revenue will
be generated by it.

(14:01):
So I actually did a littlebetter.
You know which was great?
I sold I think it was 474accounts is what it ended up
being.
So I did a little better thanmy goal.
But yeah, just with anything inlife, if you have a goal and
you write it down and you havesome accountability partners,
you tell people about your goal.
I just think you're you're morelikely to achieve it anyway,
and that was a big help to me.

Speaker 3 (14:21):
Yeah, and to your point, in my other podcast I've
had, I think, about 210 showsnow and of those business owners
that I've interviewed, many Idon't remember a number off the
top of my head, but let's say10% have probably done
door-to-door sales and most ofthem have gone on to be wildly
successful because, like theycan, almost, they almost get
this edge to them that they canwrite their own ticket once

(14:44):
they've done door-to-door sales.
Yes, it is a crazy skill.
If you can do it, it does setyou up for a lot of success.

Speaker 1 (14:51):
Yeah, I have reps that have come and worked for my
company and they're nowprofessionals, whether they're
in their own companies.
We have an SEO company a guythat's been super successful
that started with us.
We have doctors and lawyersthat will credit their
door-to-door experience andlearning how to communicate with
people to helping them to takecare of their clients better,
whether in the medical field orthe law profession.

(15:13):
It is amazing you do have this,especially in today's world
where there's less and lessverbal communication.
It gets to the point now, if Ifeel a certain way, tyler, I
don't even have to explain how Ifeel.
I can just send you an emoji,right, I don't even have to
express myself.
So in door-to-door, youactually are learning such a
valuable skill of face-to-faceinteraction and communication

(15:36):
with people that I think in someways is a lost art and it just
separates people.
I've referred people orrecommended people if they
needed letters of recommendation, or maybe they're interviewing
for a job and they're doing anapplication and, most things
being equal, if somebody hassome kind of significant
door-to-door experience versus acandidate who doesn't even as

(15:57):
an employer or employers that Inetwork with, you're picking he
or she who have donedoor-to-door right.
You're him or her that havedone door-to-door, you're him or
her that have done door to door.
You're picking the personthat's done the really hard
thing.
So I think door to door is forsome people, you know, it's a
great living and people aredoing it for decades, like me.
But for other people it's anice springboard, I guess, to

(16:19):
other opportunities.

Speaker 3 (16:20):
Yeah, for sure.
Okay, I want to dig intosomething here.

Speaker 1 (16:45):
no-transcript is they try to hire a company out of
Utah to do it for them.
That's the biggest mistakebecause it's going to cost them
an arm and a leg and they're notgoing to have a relationship
with the people.
They're being hired by somebodyelse, which really makes the
account quality suffer, right?

(17:06):
So you have kind of the threestrikes.
It's going to cost you a lot,you're not going to have a
relationship with the sales teammembers, which is huge, and
then the quality of youraccounts is going to be poor or
less than average.
And so that's the first thing.
The second thing is and I'll goback to my experience when we

(17:40):
started our own pest controlcompany, my partner and I it was
I was selling and he wasspraying, it was just two of us
and we wanted to prove it in ourmarket 2003, which the
equivalent today is closing inon a million dollars, which
again that's pretty impressivefor one person to do that in
four and a half five months.
So we knew everything there wasto know before we brought in
reps, that next year we broughtin a handful of reps the next
year and then like 30 or 40 theyear after that, and it just

(18:02):
kept getting bigger and betterreps the next year and then like
30 or 40 the year after thatand it just kept getting bigger
and better.
But I just think, if you'reputting together a door-to-door
program, kind of have somebodywhether it's you as the business
owner or maybe it's somebody inyour organization have them be
all in on putting it togetherthe right way, not trying to do
it too fast, too much, too quick.
It's just do it in a reasonableway.

(18:23):
Higher, three or four reps tostart with, put a program
together and a compensationmodel together that makes a lot
of sense, that keeps the marginswhere you need them to be.
You don't have to spend an armand a leg or go into debt.
You shouldn't with with anytype of sales program, for that
matter.

Speaker 3 (18:37):
So kind of take me through that.
Like, how do you so?
I'm San Jose, California.
I want to build my sales team.
I've got, let's say, pestcontrol to make it easy.
I'm running a business.
I say, okay, I want to build a.
You're suggesting don'toutsource it first.
Don't, don't call up a companythat's another state and
outsource it.
So what am I going to do?
I'm going to bring in someperson locally that.

(19:00):
Am I going to train them?
Or do I put them through atraining program?
How do I spot, like, what aresome one or two key trades that
you're looking for?
That would be the right profilefor a person in this role.

Speaker 1 (19:11):
Yeah, great, great thoughts to unpack there.
First and foremost, I look atit and I go.
Most business owners that Iconsult with kind of have a
backwards way of thinking.
What I mean by that is whatthey're trying to do first is
they're trying to put all theirresources and time and effort
into recruiting and hiring, butthey don't have a system of

(19:31):
training or a processes oftraining, and so they get these
people in finally.
You know, I finally got allthese people hired and they're
anxious to go knock doors.
We don't know what's going tohappen, so we're just going to
let them go at it and see whatcomes of it.
Normally, what comes of it isyou get a lot of people quitting
because door to door is superhard, right, like we've talked
about.
So if you don't have the rightsales training program in place,

(19:53):
then you're setting up yourprogram for failure or right up
front.
So to me, I like the idea of Iteach business owners, my
clients, I have the material forthem and I teach them how to do
that.
I teach them how to recruit andhire as well, but let's have
the sales training in placefirst, that way, when we do
start bringing people in, thatthey can have success early.

(20:14):
I call it the three R's.
It's like if you get somebodyin, if they get results early,
they're going to be retained andif they're retained they're
actually going to help yourecruit because they're going to
bring in their like-mindedbuddies that are going to come
in and want to do it as well.
So I do feel like a lot oftimes people do have it
backwards where they need to,before they go crazy on

(20:34):
recruiting and networking andthat to try to get the people in
, let's have the sales trainingdialed in to make sure they're
successful.

Speaker 3 (20:40):
Yeah, that makes a lot of sense.
So if you do get that person in, you're not burning.
You're not either burning themout or burning the process out
without even knowing if they'regood or not, because people that
don't have results or don'thave a clear path, they usually
bail after a while, Absolutely.

Speaker 1 (20:55):
No, they will.
So and there's things you canlook for right, like I feel like
the business owners I consultwith it's let's use your own
network.
We don't have to go out and doa bunch of online ads and you
know all these resources andspend money on it.
Let's just look at your network.
Do you have late teens to late20s?
Do you have that demographic?

(21:16):
Are people in school, incollege or even some high school
?
You know some mature highschool kids?
Do you have people that arecompetitive?
Do they play sports?
Do they have some kind ofbackground, whether it's in even
theater?
We've had people that are intheater and getting a position.
You've got to be competitive ifyou want to get the role in a
certain play or whatnot.

(21:37):
So, as long as people arecompetitive and I just look at
it like this, I really dumb this.
Try to dumb this down as muchas I can, tyler, but I say, if
someone's willing to knock doorsand I don't think that's a huge
percent of the population right, most people aren't willing to
do it Like no way I wouldn't doit.
If you just find people who arewilling to do it, like, my
process is make them able LikeI've got a system and a process

(21:57):
that have been proven.
Almost like I said, if they'rejust willing, we can get people
up to speed and start havingsuccess on the doors, as long as
they're willing to go out anddo it.

Speaker 3 (22:08):
So I heard you say like one trait might be
competitive.
So that's obviously a goodtrait.
Willing is obviously, you couldargue, is one trait.
But is there something else?
Because the thing I think aboutis trust, like when I think
like what gets me once in everygreat while I buy something from
someone knocking on the door,and it's usually something

(22:28):
they've done.
That doesn't come off, becausea lot of times you know, people
knock on the door and they'regood with people and they can
speak very easily, but I getthis little bit of vibe that
they're trying too hard and thenmy trust factor drops way down
and I'm like you know what?
You're just saying what I wantto hear to get me to buy
something.
But occasionally I'll getsomeone and it's just, they just
really win me over.

(22:48):
They're like you know, I justconnect.
So what is it like?
Do you look for some element oftrust in terms of that other
trait, or is that something thatcan be developed?

Speaker 1 (22:57):
Yeah, that's huge.
I mean, that's the reason thatI write books.
I mean I've written books aboutdoor-to-door sales and I've
been doing it for a long time.
To me it's got to be anintegrity-based system and
program Because if it's not andI have a unique perspective as
well I started out as just adoor-to-door sales rep.
Well, for the last 20-plusyears I've not just been in

(23:21):
door-to-door sales but I'veowned a pest control company and
I'm bringing in these reps andthere has to be that trust
developed and theintegrity-based program and
process that reps are using togo out and make sales.
If you really want your businessto thrive and you want to
retain these accounts long-term.
That's one of the biggestknocks on door-to-door is they

(23:42):
have horrible retention and it'strue If the company and the
business owners don't have theright kind of training program
in place.
That is integrity based,because you can ruin your
reputation so quickly nowadayswith just neighborhood groups
and text groups and differentplaces that people congregate in

(24:02):
neighborhoods, cities, statesthat you have to be really
careful to you.
You do want to set it up theright way and I'd add to that,
besides the trust factor, thingslike commitment.
You need somebody that'scommitted to go do it.
You know, even if it's thecommitment's a month or two
months, they're going to gettheir face smashed in a little
bit.
You know that's going to happenin this to start.

(24:23):
But once they get over thelearning curve and they start to
rep this out and really startto put into play what they're
learning day to day, door todoor, it does rep's favor.
The better they get, the longerthey endure.
And then, of course, I thinkanother huge skill is just

(24:52):
mental toughness.
It's hard to be told no overand over.
I mean most things you selldoor to door.
Your conversion is going to beunder 3%, just speaking in
spanning of many differentindustries and many different
verticals in home service.
But for every 97 no's there arethree yeses there.
Maybe there's one or two yesesin those 100.

(25:13):
So you have to have thatattitude where, no matter what
happened to me before, I canlearn from it, but I'm not gonna
carry that weight to the nextdoor.
You just kind of have to brushit off and move on.

Speaker 3 (25:22):
Yeah, and honestly I think that's where most of us we
just honestly can't handle thatLike the.
You know it's it's a hundredslams or 97 slams of the door to
your face or you know,sometimes people can even be
probably more rude than that andyou've got to have that thick
skin.
And when I talk with peoplethat are successful, it's the
three.
They're living for that threelike they're fired up when they

(25:43):
get the three.
You almost have to be crazy alittle bit to some degree.

Speaker 1 (25:47):
Yeah, I would say that, I would say there's
probably an element of craziness, or or you know.
Like I said, just a shortmemory.
I mean, I've had people sayeverything under the sun you can
imagine to me and and you justdon't take it personal.
You realize you are encroachingon somebody else's property and
they might be having the worstday of their lives and you just
take it with a grain of salt andyou move on to the next door.

(26:10):
If you take things personal,this is going to be a horrible,
horrible spot for you to be into try to do door to door.

Speaker 3 (26:19):
Now it's time for one of my favorite parts of this
episode, and that's ourmarketing that scales tip.
In this episode, Lenny shares ahard truth.
Home service business ownersoften rush into hiring reps
without a repeatable salessystem.
Then they blame the processwhen those reps fail.
But here's the other side.
No matter how many leads youdeliver with Google Ads, PPC or

(26:43):
SEO none of it matters if yoursales process is shaky, Before
you optimize your ad spend ordouble down on leads, build your
sales onboarding, Write yourpitch scripts, Map your
objection handling, Train repsbefore you hire them.
A great marketing campaignwon't fix a broken door-to-door

(27:04):
flow.
Build the system first, thenlet your marketing amplify
proven momentum.
This tip is brought to you byService Scalers, the marketing
agency helping home servicebusinesses generate high-quality
leads through reliable PPC, SEOand local search authority.
Be sure to tell them Tyler sentyou and they will roll out the

(27:29):
red carpet for you.

Speaker 1 (27:32):
Thanks.
If you take things personal,this is going to be a horrible,
horrible spot for you to be into try to do door-to-door.

Speaker 3 (27:38):
So take me through that first week of what an
onboarding process would looklike, just some.
You know it doesn't have to bereal detailed, but I'd love to
know what should a first week oftraining look like and
onboarding for a new rep looklike?

Speaker 1 (27:53):
I like the idea of doing a lot of pre-season or,
you know, pre-knocking trainingand there's companies that do it
differently depending on maybethey're a summer sales program
and they're hiring people inNovember and December, so it's
like they kind of have totrickle out the training for
several months to keep peopleinterested and, you know, before

(28:14):
they actually start knocking.
But regardless, even if you'rehiring people today and you'd
like them to start tomorrow, Ilike the idea we call like a
super Saturday training idea.
We call it like a superSaturday training and I like the
idea of at least it's a day ortwo where you're actually in a
training environment with peoplethat have done it, that know
the system, that know theprogram and that you're
role-playing a lot, you're doinga lot of practice.
I always tell people like youknow, if you're, if you're

(28:36):
sensitive to four letter words,role and play are not going to
be your, your favorite words.
You know if, if you don't likethat idea of practicing, you
just have to, because one of theworst mistakes you can make on
the doors is acting surprised orcaught off guard.
If somebody says something toyou, you kind of have to just
roll with it and have responsesfor common objections and those
types of things.
So I think that super Saturdaytraining I mean our reps

(28:59):
probably put in about 8 to 12hours before they knock a single
door eight to 12 hours beforethey knock a single door and I
think if they have the righttraining program set up and they
can just adhere to thatpractice, rep it out.
I think within a couple of daysmost people, if they're trained
properly, can go out and startto see success pretty early on.

Speaker 3 (29:16):
Let's say a rep is successful, moderately
successful.
What's the typical?
How long should they besticking with you, because this
is an obviously a long-termcareer?
And so what?
What is it a year, or what'sthat timeframe where you go?
Yeah, that's a good.
That's a good run of what I'mtrying to achieve with a typical
rep.

Speaker 1 (29:34):
It's interesting Nowadays reps that are really
good at this are are making acareer of it.
So it doesn't have a timelineon it to where it's like, yeah,
once you're 30 years old or onceyou're whatever, you know you
should move on to something else.
Like, people love the idea ofgoing out and working really
hard for four months and doingwhatever they want for the other

(29:55):
eight, and so you find peoplemaking a career.
That's more and more common,where it's not just strange,
only children like me that havebeen in this for almost three
decades.
But and I don't knock doorsjust for my own company I'm more
training and setting things up.
I still shadow my reps.
I mean that's an important partof training as well.
I'm going out this week with ahandful of my reps and I'll
watch them and give themfeedback and be there for them.

(30:18):
I mean that's an important partof it.
But I don't know.
I don't think there's really,you know.
So I would say more on the otherside of things, tyler, where
it's like people could do itforever if they get really good
at it, but on the other side ofit you at least want to do it
for, I'd say, six to eight weeks.
If you're going to do it, don'tgive up.
We always say you need to talkto 600 people on the doors

(30:38):
before we can start to decide ifyou're going to be good at this
or not.
So if you're talking to 50people a day, you know six days
a week, that's a couple of weeksat least that you're putting in
that time and effort to getover the learning curve.
And then maybe that next threeto four weeks you're actually
putting in the time so you cankind of decide okay, this, I can
actually make this much money,or this much effort's going to

(30:58):
equate to this much, you know,this much gain for me over time.
So I feel like somebody shouldat least put six weeks into it
if they're going to do it, andthen after that maybe at that
point you can decide hey, isthis something I want to do
long-term, or maybe it's just aone and done thing?
It's, it could be all over theboard.

Speaker 3 (31:14):
But do you kind of have like an average where, even
if it's a decent wrap, wherethey kind of burn out?
You know, maybe it's eightmonths, 12 months, three years?
I realize there's going to besome that maybe they make it as
a career.
But I'm sure a lot of peopleuse this as a stepping stone,
whether consciously orunconsciously, and decide you
know, okay, I've been doing thisfor 18 months, I'm making good,

(31:36):
good money, now I want to moveinto this or move into that.
I mean, is there a certaintimeline where you know, if the
home services person came to youan owner and said, hey, you
know, I typically lose peopleafter 16 months, would you say
to them, oh, you got a problem.
Or you'd say, well, that'sactually a pretty good run.
That's about what I normallysee.

Speaker 1 (31:58):
Yeah, it does depend on if you are doing it
seasonally or if you're doing ityear-round.
There's companies that will dodoor-to-door programs year-round
.
I programs year round.
Certainly, if you're doing ayear round, there is going to be
the burnout a lot quicker.
Maybe the expectations arelower, where maybe instead of 50
people a day, you're talking to25 or 30, just so you have that
longevity built in to where youdon't burn out too quickly.
So, but it's like any job, right, At some point you get used to

(32:20):
being in that cubicle andwriting emails all day or doing
whatever you do all day, ormaybe you're more on the
creative side and you're likeyou kind of just kind of settle
in to to the position,regardless of of what it is that
you do.
So I would say, though, if it'sa year round program, you're
yeah, you're not going to havethe longevity that you're going
to have if it's summer, becausethen it's summer sales and and

(32:41):
you're making like a lot of guysthat are really good at this,
guys and gals that do this morecareer oriented, I mean they'll
they'll make six figures in fourmonths you know four or five
months.

Speaker 3 (32:50):
And in fairness in fairness, lenny, I'm probably
not thinking across the UnitedStates.
I'm in Northern California, sothe weather's pretty much good
year round, so you do get prettymuch door to door sales year
round.
I'm not sure if a typicalbusiness commits to it year
round, but I do get them allyear.
I wonder.
So what do you normally see?
Do you see normally is abusiness saying, hey, I'm just

(33:13):
going to do it during the summer, and what does that look like?
Do they have to start overevery summer?
Then I'm assuming with theirstaff if they're bringing people
in for four or five months andthen saying, okay, well, I've
done my seasonal door-to-door, Iwon't bring it back until next
year.
What does that look like?

Speaker 1 (33:26):
Yeah, normally it looks.
I mean, a successful program isgonna retain reps for future
years, right, and I think as asales rep that's important as
well.
If you do well enough and maybeyou're in between school
semesters or you're on summerbreak or maybe you're in between
jobs and you're like well, hey,I you know, and you're right,
industry specific, if I'm inSouthern Cal or Northern Cal, I

(33:48):
could probably do, you know,whatever door to door most of
the year.
If I'm in Minnesota, I'mprobably not going to be
knocking selling pest controlwhen there's four feet of snow
in my front yard, right, thatdoesn't, that doesn't make a lot
of sense.
But I think reps that come backin additional years do
themselves a favor, because thelearning curve it's like riding
a bike, as they say, right, youdon't just start over from zero
again.
It's like no, it takes you afew doors, maybe a couple of

(34:09):
days, to really kind of get yourrhythm back and then you're off
and going.
You've learned this skill and Ialways kind of teach that.
It's like why would youterminate a skill that is so
valuable that most people don'thave to earn money?
Why would you kill that afterone summer and again, scenarios
are different.
If I have somebody that's goingto law school and they're set
up and they've got their careerin place, then yeah, do it one

(34:31):
summer and make a little bit ofmoney to pay off some schooling
and get out and be done.
But if it's a good option, itdoesn't have to go away
necessarily.
Got it.

Speaker 3 (34:39):
Okay, I want to dig into your six-step sales flow.
I tried to rename it to fiveand you very kindly set me
straight on making sure I gotall six steps.
Can we talk about that?
What is that?
Why is it important?

Speaker 1 (34:53):
Yeah, I'm a very systems-oriented guy.
I don't feel like I was born tobe some great sales guy and I
just could talk to anybody.
You see some of these peopleand they have a joke for
everything and they can comeback and they're just super
sharp and you're like, oh man,like I, I'm not that guy, I'm a
normal guy.
But what I did, over thesehundreds of thousands of doors

(35:15):
that I've knocked and rejectionsall over the place, I developed
a system that I feel like, ifsomebody is willing to just kind
of learn it and adopt it, thateven somebody who has no
business because we've had thisin my company plenty of times,
somebody has no business makingmoney selling anything door to
door they actually can start todo it.
It's because they're followingthis proven system that they're

(35:36):
not just guessing or they don'thave to be just super creative
or impulsive or you know, theycan improv with anybody.
It's like, no, you just followthis system.
So just kind of in short, Ibreak it down in my books and
different webinars and that thatI do, but just in short.
So the six steps, or the firstthing is your initial approach.
Obviously, when somebodyanswers the door, what are those
first 20 to 30 seconds soundlike I've got a five-step

(35:58):
process that's proven to getattention right away to really
just help to facilitate aconversation.
That's all you're trying to doin the initial approach.
You're not trying to sellanything, you're just starting a
conversation.
The next thing I'm gonnadetermine is step two is who
qualifies for my time.
Kind of reverse engineered,every sale I've ever made,
there's five things.
At least one of them happenevery time I make a sale, if not

(36:19):
multiple ones.
And if somebody actuallyqualifies on one of those five
things, then it's worthcontinuing the conversation Once
somebody's qualified.
Step three is value building.
So I'm going to build value inmy service that I'm offering.
I'm going to customize it totheir specific needs and
situation.
That's going to make my valuebuild better.
I'm going to be concise with myvalue build.
Once I value build, I'm goingto close.

(36:41):
Right, I'm going to ask for thesale.
We got to do that.
That's obvious.
Typically, what happens when Iclose is the prospect will bring
up objections, concerns thatthey have right.
Oh, my wife's not here, can youleave me a car?
They'll have things.
So we go through the seven mostcommon objections that somebody
is going to hear if they'reknocking doors and we have a
solution for all of those, areally high probability of

(37:01):
success solution to overcome anyof those objections.
After we overcome a concern, wetypically go back to a closed
right.
That's kind of a cyclical.
Those, those steps four andfive we close, we overcome a
concern, we close again.
We overcome another concern, weclose again.
And then the sixth step issolidifying the sale.
When somebody does agree, wewant to make sure we get paid
for what we sell.
We sell solid accounts that aregoing to help the company out,

(37:22):
they're going to help us out.
So I have a 13 step solidifyingthe sale process.
That that makes sure the salesthat you sell do stick and that
you're paid for them.
They bring in good business forthe company.

Speaker 3 (37:32):
So one of those steps you talked about objections and
being ready for them how do youmake it sound?
How do you train or coach salesreps so it doesn't sound
robotic?
Because so many times when yougive someone something you sound
like the sales rep comes backto you and it just kind of
sounds like it's the candleresponse and they're just kind
of glossing over it.
How do you get around that?

(37:52):
So there's a better connection.

Speaker 1 (37:54):
Yeah, I think there's a couple techniques that we try
to train to help reps.
And this could be for somebodyanswering phones in your
business.
You know that is going businessto business.
It doesn't matter, it doesn'thave to be door to door.
But I think when youfoundationally, if you can get
in front of these, these commonobjections like I said, in door
to door there's like seven ofthem but if you can get in front
of it before it is vocalized bythe customer, I think it keeps

(38:16):
you in position of control.
It's a.
It's very different if I say,oh, wow, that's a great concern
and I go after it, versus saying, yeah, like I mentioned earlier
, you know this, this and this.
So I think, foundationallynumber one, we try to get in
front of concerns, so we addressthings that might become a
concern.
We address them right away.
That's huge.
The second thing is is even justsomething simple like giving

(38:37):
positive reinforcement to aconcern.
So if somebody says, hey, canyou leave me a business card,
you know most reps will say, ifthey don't carry business card
most door-to-door reps don'tthey might say, oh, I don't have
any cards on me.
This isn't really a call-indiscount.
Why negatively reinforce aconcern, right, so I might
address that by saying somethinglike oh, of course, I can leave
you my contact information.
Let me tell you, though, whywe're trying to get people set

(38:59):
up today to make sure they takeadvantage of whatever discount
or deal or whatever promotionthat we're running at that point
.
So I want to be agreeable withpeople, I want to positively
reinforce concerns right off,but, most importantly, if I can
get in front of a concern early,that's even a better way to
keep control of the conversation.

Speaker 3 (39:14):
How do you train people to hook people, like
right up front?
Because I know, you know, justusing myself as a consumer
people knock on the door.
How are they?
You know?
What are you training them sothey hook you?
So you don't you know, causeyou're always thinking, when you
answer the door, I'm alreadyhaving dinner, I'm in the middle
of a phone call, I'm you know.
There's a list of about fivethings that just get rotated for
reasons why you can't talk tosomeone.

Speaker 1 (39:36):
Yeah, the key to that is understanding what the goal
is of those first 20 to 25seconds or 20 to 30 seconds.
I actually one of the chaptersin my first book, door-to-door
Millionaire I talk about itbeing 45 seconds.
Well, this was back in 2012,when people had longer attention
spans.
We know that people haveshorter attention spans now, so
if I can rewrite that chapter,it'd be called 20 to 30 seconds.

(39:56):
Right, we've knocked off partof that.
But really this five-stepapproach is designed to start a
conversation with somebody,because I feel like the ultimate
compliment door-to-door salesreps get is when you sell
somebody and they say, boy, I'msure glad you weren't one of
those door-to-door salespeople.
It's like that's perfect.
That's what I want to hear theultimate compliment in

(40:17):
door-to-door.
I don't want to come across as astereotypical door-to-door
salesperson who is loud, who ispushy, who seems to just want to
dominate the conversation.
Like my five-step initialapproach is very casual and
again, the idea is to justifywhy I'm on the doorstep, to let
somebody know we're running somekind of a promotion to get in
front of maybe a common concernthat I typically hear in that

(40:39):
specific neighborhood, and thenjust ask them a conversational
question you know how long haveyou guys lived in the area?
You know, are you guys from outof state, are you guys locals
here and where'd you move from?
I like we're just starting alittle bit of a conversation so
I can determine again if thatperson gets to step two, which
is if they qualify for my time.
So that's again, it's verycasual.
It's a very different way totalk to people.

(41:00):
It sounds different to peoplethat are used to people just
trying to sell them right outthe gate and this, that and the
other.
It's not anything to do withthat.

Speaker 3 (41:08):
Using your methodology, what would you say
are the best home services,obviously, pest control being
one.
What are the best services thatyou think fit for like
door-to-door sales, and whatmaybe home services would maybe
not fit great for door-to-doorsales?

Speaker 1 (41:26):
If I just use.
So.
I offer a free call to peoplethat go to my website like
business owners that are like Iwant to just kind of see if
door-to-door makes sense for mycompany.
I offer a free call.
I'll talk to a business ownerfor 15 minutes and kind of tell
them.
I'll give you an idea of maybethe last three or four calls
that I've had.
One of those was definitely a noto me and again, I'm not saying

(41:46):
that I'm the all-knowing, but Iknow enough to go.
You know, a guy came to me andsaid what if we knocked on doors
and started selling rock chiprepair and window replacement?
And I was like, well, how doyou know people that they have
garages?
Number one, they're going to bein the garage.
You can't really tell, you know, from the parking or from the
sidewalk if.
If the car needs that like thatjust seems like not something

(42:08):
that would would generate a lotof of yeses, right, like less
than 3%.
It's like how in the world areyou going to know if somebody
needs their you know, windowwindshield replaced or a rock
chip repaired?
So that was kind of a no.
Obviously, things like roofingare proven to do it.
Pest control solar alarms.
Those are kind of long-termones.
I had a company that does roofrejuvenation in the last little

(42:30):
while.
That I thought was a great idea.
We actually put a pilot programtogether for this business to
kind of get some statistics andsome expectations as far as what
that might look like.
I thought that was a great idea.
We've done gutters I'm tryingto think of the last one I did
somebody that does powerspraying and window washing.
That's got a lot of potentialas well In an HVAC.

(42:54):
I've consulted with several HVACcompanies plumbers,
electricians, you name it.
I mean there's a lot more yesesthan there are nos.
Holiday lighting, you know,christmas lights, that kind of
thing.
A lot of people are going doorto door Shoot.
I had somebody knock on my doora year or so ago and they were
just centers, right, theyweren't trying to close the deal
, but they were talking about anoutdoor pergola, right, putting

(43:16):
together like a pergola.
And lo and behold, my wife andI had been talking about getting
a pergola in our backyard.
So what did we do?
Sure, we'll have the guy comeover and give us an estimate
right.
A month later we've got thisnice pergola in our backyard and
it's like if people are selling.
You know outdoor pergolas, doorto door.
I can imagine that there's alot of things that can generate

(43:37):
business.

Speaker 3 (43:37):
You know one that I think you'd probably make a
killing.
I think the fees would beenough where it would make sense
.
This is going to sound weird,but pooping, scooping or pooper
scooper type stuff, I mean thatwould be.
It's an easy sale relativelyspeaking, and I just don't know,
does the price point of theproducts have to be at a certain
level where it kind of makessense for return on the spend?

Speaker 1 (44:00):
Yep, now there's a lot of companies door-to-door
poop scoopers, just so you knowthat's a thing that is real and
that is definitely happening.
So the interesting thing aboutthis is a great question and
something to dive into aboutyour ACV, your average contract
value, because your program willbe set up differently depending
on what that average contractvalue is Like.

(44:20):
If it's anything under about athousand dollars, well there's
an interesting dynamic happeningbetween contract value and
closing ratio because you haveto kind of look at and say can I
compete with the companies thatare that are, you know, having
pest control and alarms, thoseguys in solar sales guys?
Can I compete with them?
Or if I can't, I can still findother ways to do this.

(44:42):
I've got a garage door companythat we do door-to-door
marketing for we don't sellanything, but the guys can make
a decent amount of money.
They can close 42% of thepeople just to get a sticker in
the garage, just so that we knowthat sticker is gonna pay off
later.
So door-to-door sales doesn'tjust have to be sales.
Door-to-door can be marketingas well.
But I do have to look at thatbecause a higher ticket,

(45:04):
something like solar, like Idon't want the same guys closing
deals, as I want setting upappointments right, so they have
a setter-closer model forreally high ticket HVAC is
another one.
Roofing is another one.
Most people that go out toknock on the doors are just
setting appointments for thepeople that know how to close,
and so that's a kind of a softerway to get into door-to-door is
to have a bunch of setters, soto speak, to go out and set

(45:26):
appointments for people in yourbusiness.
You might be thinking, well, mybusiness is super complicated,
we've got all these pricingstructures and all these
different options.
Well, yeah, you don't want totry to teach door-to-door guys
that in 12 hours they'reprobably not going to know, but
maybe they're settingappointments for your closers to
come in later.
That's another way to utilizedoor-to-door.

Speaker 3 (45:42):
Right.
So going back to that $1,000,could you explain that a little
bit, so like just using, I don'tknow pest control?
$100 a quarter, we'll say, or Idon't know what they charge
nowadays $150 a quarter they'recharging.
Do you mean a thousand dollarsover the course of a year or do
you mean in that one sale?

Speaker 1 (45:58):
It can be both.
It depends on if it's arecurring service or if it is
like a one-time, like, like ifsomebody's, you know, replacing
their gutters.
We're probably not going to havesome kind of recurring service
on top of that, right, but.
But yeah, if somebody's gettingtheir house cleaned or their
windows washed, hopefully we canget them, or their lawn cut or
fertilized or whatever,hopefully we can get that up on
some kind of recurring.
So what we look at that as iswe look at what's the ACV, but

(46:21):
in that timetable, what are wewilling to pay the reps?
Do we want to pay reps intoperpetuity or do we want to pay
them just for the first year?
Maybe they're just signing aone-year agreement or a two-year
agreement.
We just pay reps at a certaintime.
So that's a fun for businessowners is we can look at a lot
of different ways to compensatereps, to either make them
comparable to what others aremaking in other industries, or

(46:41):
we can kind of do our own thingand look for just a different
demographic of rep, depending onwhat the industry is and how
much money is realistic to bemade.

Speaker 3 (46:50):
Is there some general rule of thumb of what that cost
relative to your service shouldbe as a percentage?

Speaker 1 (46:58):
It does vary from industry to industry, I will say
that.
But here's a general rule ofthumb.
I think if you go out and hirewe'll just use Pest as an
example If you go out and hire amarketing team to do your
door-to-door program and yourreps are selling a one-year
service agreement, you're goingto pay a hundred percent.
This is going to soundridiculous and yes, everybody
heard me right.
Let's say my contract is athousand dollars.

(47:19):
I'm going to pay a thousanddollars for the first year of
that person's under an agreement.
It's ridiculous.
I mean, that's, that's kind ofwhat the this is number one why
you don't sub this out while youlearn how to do it in-house.
Cause I think if you learn todo it in-house, you can be
around that 50%, at least forthe first year if you're signing
some kind of an agreement ordoing some kind of a recurring
service and then after that, ifyou do a good service, if you're

(47:41):
vetting the accounts right,then it's all yours after that.
If you set it up that way, ifit's a one-time service, again,
I think you just have to besuper sensitive to what the
closing ratio is and what yourmargins are.
You do not want to go in thered to utilize a door-to-door
program, especially if you don'thave a recurring service.
I mean, these are these areobvious things for for business

(48:03):
owners to know.
But but I've seen a lot ofpeople make make those mistakes
to try and either sub it out oror they're overpaying for their
sales team.

Speaker 3 (48:11):
Sure, okay.
Okay, before we wrap up, I havea couple more questions.
I want to get a little bit of atidbit you got to.
Let's say we've got a homeservice business.
They're doing about one to $5million a year.
They're thinking about addingoutside sales.
What would you say to them,like, what are some barriers
that you're seeing, somechallenges that they're having?
What are some groundwork thatthey want to lay to be able to
do that?

Speaker 1 (48:32):
I like the idea of in that one to five range one to 5
million Because you've got somemargin to play with.
Right, like you can put someresources into getting a good
program run up for training reps.
Right, a good sales trainingprogram.
You can put some resources intorecruiting and, whether that

(48:52):
looks like signing bonuses orpaid training, you can do some
things to make your offerattractive.
So I really like that.
I think the biggest mistakes arenumber one they don't have
anybody in the organization thatwants to run it or that wants
to be over it, and again youjust lose a connection with it.
That way I don't think thatworks very well.
Or number two is they try to gotoo fast, and what I mean by

(49:17):
that is like, okay, we're goingto do door to door, we want to
hire 40 people and they're goingto start, you know, next April.
It's like, no, don't do that.
That'd be one of the worstmistakes.
You could make it.
Door to door, there should belike TV reality series on door
to door people and door to doorteams.
Like it's, it's a cluster andit's crazy and it's insane.
It's great, they bring in lotsof revenue, but they're high

(49:38):
maintenance and there's just allthese pros and cons you have to
weigh.
So I'm like just make itdigestible, hire a handful of
people year one, learn whatworks, what doesn't, how you
want to dial in the program andthen just to continue to scale
from there.

Speaker 3 (49:52):
Awesome, that's great .
Okay, I want to spend a littletime talking about your services
, your two websites.
There's more than two websites,but two that I'll talk about
right now, and the rest I'll putin the show notes.
There's LennyGraycom.
Gray is G-R-A-Ycom.
That's your main website, andthen you have D2DMillionairecom,
so D2D stands for door to doorand it's a two Millionairecom.

(50:17):
Tell us a little bit about whatyou do.
I want to talk about your booksfirst.
Maybe share about your books.
I'm sure they're all on Amazon.
I think you have another newbook coming out, in fact, and so
let's go through that first.
What books do you have outthere?

Speaker 1 (50:28):
Yeah, so I've got four books out right now.
We've got or I would say I'mcombining my two newest books
into one book, so there'll beoptions for people to buy them
separately or just buy the onewith both of them.
But my first book, door-to-doorMillionaire Secrets of Making
the Sale that's kind of whatstarted all of this.
I wrote more Door-to-DoorMillionaire Next Level Training

(50:50):
kind of, for more advanced salesskills for experienced
door-to-door reps.
That one was released in 2021.
And then, yeah, my two newbooks are just for the pest
control industry.
So it's door-to-door pestcontrol sales.
Basically, it's teaching peopleexactly what to do, what to say
, all the scripts, all thetechniques I've used in under
three hours.
It's kind of learning the wholegame in under three hours, and

(51:13):
so that's kind of the newestbooks that are specific to the
pest control industry.
I also have an app out.
It's free.
It's called Ask Lenny.
It's really designed toalleviate team leads and
business owners from having toanswer the same questions from
their reps over and over again.
So I put the app together.
It's great.
It's got hundreds of downloads.
It just released not too longago.
I've had a lot of good feedbackon it.

(51:35):
I do a free webinar forbusiness owners every month.
I do a free webinar for salesreps every month.
I try to put out as much freeas I can, tyler, because I don't
think there's a whole lot oftransparency in the door-to-door
industry.
So I feel like the more I putout, the more real it is and,
again, most importantly to me,the more integrity backed it is.
I'm putting out stuff that Isay on the doors, that I do

(52:03):
specifically, that have helpedme build my own company.
It certainly will do the samefor for you know, your listeners
that are also interested inadopting some kind of door to
door strategy.

Speaker 3 (52:06):
Very cool.
And then from there, if peoplewant more engagement from you,
is it like a coaching service oris it a course or what's the
next step?
That, if you know, if peoplewanted to go down the funnel in
terms of learning more about you.

Speaker 1 (52:18):
Yeah, I do personal private coaching.
I do coaching sessions.
I have clients that willpurchase my online training
material.
So it's all kind of plug andplay for them.
They don't have to plan a salestraining meeting ever again.
It's just, it's all done foryou.
Those clients have a monthlywebinar with me where we have
Q&A sessions.
So there's yeah, there's a lotof ways, and to me the best

(52:40):
thing, like I alluded to earlier, is if you're interested, or
kind of door-to-door, you'rethinking, oh, this might work,
might not.
Like you, go to lennygraycom.
I got a button that says freeconsultation.
You book a 15-minute call withme.
We kind of chat about what youridea is, budget, what it looks
like, and then we can go fromthere.
We can have a plan or we canhave no plan.
I'd rather talk to somebody for15 minutes and have them tell

(53:01):
me this is not a good idea foryou and we go our separate ways.
Nothing's lost by either partyversus trying to go all in on
something and spend a lot ofmoney on something you don't
need to or doesn't have a lot oftraction.

Speaker 3 (53:13):
Awesome.
Hey, Lenny, you're a blast totalk to.
A lot of great information yougave us.
Can't thank you enough forbeing on the show.

Speaker 1 (53:20):
Yeah, thanks, tyler, appreciate it.

Speaker 3 (53:22):
Thank you, man.
That was a fun conversationwith Lenny, very educational.
My takeaway from talking withhim was building a sales team
isn't just about finding closers.
Building a sales team isn'tjust about finding closers, it's
about creating a system andthat word system comes up.
A lot people can succeed in thebusiness owners who burn out

(53:45):
reps or they blame bad hires.
Usually skip the part.
Lenny hammered home Trainingfirst, hiring second.
I also like how he framed salesas math.
Now, no surprises there.
Know your numbers, know yourpay structure, keep the system
simple and you don't need to bea natural born talker to win.

(54:07):
If you've been putting offbuilding a sales team because
you don't know where to start oryou've had your fingers burned,
rewind this one, listen to itagain and also visit Lenny's
website.
I'll put it in the show notes.
And if you want help buildingthe financial side of that
system, well, that's exactlywhat I do every day.
Head on over to cfomadeeasycomthat's cfomadeeasycom and book a

(54:35):
no-pressure, free intro meetingand let's chat as always.
Thanks for listening to Profitand Grit.