Effective sales training should be structured to engage and build trust with existing and prospective clients, says Peter Ramsden.

Five of the big six energy firms have recently had their sales techniques investigated by industry regulator, Ofgem. Subsequently, according to reports, five of the six have since agreed to stop conducting door-to-door selling, or door-step-knocking as it's also known.

For many years it's been a feature of urban life. That knock on the door just as the dinner's being pulled from the oven, as everyone turns to each other wearing a blank expression. "You expecting anyone?"

No, you never are. Interestingly that's really where this outdated technique offers a back-handed return because it preys on people who make snap decisions under pressure when they least expect it. Successful sales is about engagement, intelligence and creative thinking. None of these apply to door-step knocking.

"The most effective and results-driven sales strategies are not impersonal. They look to develop a relationship of trust between the seller and the buyer."

All the while this kind of sales technique has been practiced, there has been a stigma attached to it. Not only is it intrusive, it's impersonal as well. And, when you consider today that there are so many other sales techniques that are more effective in building strong customer relationships, it is with little surprise that the streets are being pounded less and less by persistent sales staff.

Door-knocking as a source of new custom produces a certain level of results. Why else would companies invest money in the strategy? The results are generated from pressure tactics, with success being largely  dependent on the small but significant section of society that struggles to say 'no'. But it certainly isn't the most effective way that sales people could be spending their time. It is better that sales people focus their energies on selling to interested parties.

Today technological advances have made communication and engagement with prospects far easier. Think about how you can grow profile and trust in your organisation, your products and services with for example an intelligent social media campaign. In fact, in the click of a button you can usually get an idea of where your target market lies and how it is responding to you – no need to knock on any doors.

Build trust

Door knocking really doesn't take into account the fact that it is near enough impossible to build rapport and trust with a customer when you turn up uninvited onto their property. When you consider how essential trust building is in winning loyal customers, it should come as little surprise that this method is being phased out.

The most effective and results-driven sales strategies are not impersonal. They look to develop a relationship of trust between the seller and the buyer. We buy from people we trust, and in today's competitive markets it's vital to never lose sight of that.

Door-to-door sales as a technique, has a reputation of applying pressure on the customer to encourage them to make a purchase. Even if the deal is better than the current arrangement the customer has, it is common knowledge that no-one likes to buy under pressure – though some, particularly vulnerable people, will make that decision when confronted with it on their door step.

Today, this kind of uninvited pressure just doesn't form best practice in sales. The old pressure ways aren’t producing the results anymore, and, judging by the energy sector, are being phased out.

Effective sales training should not involve pressure techniques and should be structured to engage and build trust with existing and prospective clients that result in long term business relationships.

Does this sound like your sales approach?

Peter Ramsden is director at sales training company Paramount Learning.