Marketing Tactics That Actually Work in Door-to-Door Sales

Marketing isn’t just something that happens on a computer screen. For field sales teams, it’s in the handshake, the yard sign, and even the way a rep dresses at the door.

That’s the message from Ben Nettesheim, Chief Marketing Officer at SalesRabbit, who has spent nearly a decade bridging the gap between marketing and field sales. His experience—both as a marketer and as someone who’s personally knocked doors—offers a fresh perspective for reps, managers, and owners who want to build trust and close more deals.

“Field sales is one of the few places where marketing literally knocks on the door.”

This article breaks down Nettesheim’s advice into actionable steps you can apply right now to strengthen your team’s presence, improve recruiting, and win more customers.

Watch the Conversation

The full interview is right here:

Step 1: Prepare Before You Knock

Most sales teams focus on what happens once a rep is standing at the door. Nettesheim believes the battle for trust is won—or lost—long before that moment.

“A lot of times, reps or teams will go out and just start hitting doors without the preparation ahead of time. That’s where marketing can have a big influence.”

Actionable steps:

• Research neighborhoods in advance. Use data tools (like CRM history or mapping platforms) to know who lives there, what recent work has been done, and which homes are most likely to need your solution
• Rehearse objection handling. Set aside time for role-play in weekly team meetings. Rotate who plays the “homeowner” so reps hear different perspectives
• Dress the part. Match your industry’s standard—clean polos with logos for solar or roofing, workwear for pest control. If you look like you belong, prospects feel at ease

Think of preparation as pre-marketing: every detail signals professionalism before you say a word. If you can nail this part of marketing, it will amplify everything else you do.

Step 2: Treat Reps as the Brand

Field reps aren’t just salespeople—they’re walking, talking extensions of the company’s brand.

“Even if you’re doing marketing ahead of time, a lot of times the first actual person they meet is the rep. So how they present themselves reflects the entire company.”

Actionable steps:

• Personalize with names and referrals. Start conversations with “Your neighbor Sarah recommended I stop by” rather than “We’re in the neighborhood.”
• Sell benefits, not features. Don’t lead with “this solar panel has X capacity.” Instead, frame it as “you’ll save $120 per month on utilities.”
• Tell stories. Share a customer example: “One family down the street had the same problem—they are now so relieved that we fixed it.”

A rep’s presence should reduce skepticism and reinforce the brand story—not feel like a cold interruption. Thinking about reps as marketing can make all the difference toward success.

Step 3: Build Local Familiarity Before Reps Arrive

Too many companies make the mistake of leaving brand awareness to chance. According to Nettesheim, building local recognition beforehand makes door-to-door interactions warmer and faster.

“Anything that helps people become familiar with your brand before your sales reps have to present it goes a long way.”

Underutilized tactics and how to apply them:

1. Local SEO: Create a Google Business Profile and publish content tied to neighborhood searches (“roofing in [city],” “pest control near [local suburb]”). Even a handful of localized blog posts can help
2. Community signage: Sponsor banners at schools, sports fields, or community events. Residents will recognize your logo when reps show up
3. Branded leave-behinds: Train reps to leave postcards or door hangers even if no one answers. A well-designed leave-behind becomes another trust-building touchpoint

Remember the “seven touchpoints” rule: prospects often need multiple brand interactions before they convert. Each tactic above counts toward that total. The more tactics, the more conversions.

Step 4: Stretch Your Budget Wisely

Marketing dollars are always tight, especially for smaller teams. Nettesheim was asked how he’d spend $1,000 in a month. His answer: go local and go multi-channel.

Actionable $1,000 plan for a roofing team:

1. $400 – Hyper-local digital ads. Use Facebook or Google to target a tight radius around neighborhoods you’re canvassing that week
2. $300 – Direct mail. Services like Lob or Posty allow you to send postcards to the same addresses reps will visit
3. $200 – Community sponsorship. A banner at a high school game or a booth at a local event
4. $100 – Print leave-behinds. Professionally printed door hangers or flyers reps can drop

“Let them know you’re going to have reps in the area and that you’re happy to assist. By the time they open the door, you’re already familiar.”

A limited budget works hardest when it reinforces rep activity instead of replacing it.

Step 5: Recruit Like a Marketer

Finding and keeping good reps is one of the hardest challenges in field sales. Nettesheim reframes it as a marketing problem.

“If you don’t have to recruit as much, that’s preferred—help your reps succeed and they’ll stay. But if you are recruiting, you’ve got to present your brand in a way that’s desirable.”

Actionable steps for recruiting:

• Retention first. Gamify performance with contests and leaderboards. A culture of recognition reduces turnover
• Meet recruits where they are. Universities, trade schools, and online communities are the hunting grounds. Don’t expect them to come to you
• Create content for Gen Z:
  • Short-form video on TikTok/Instagram showcasing team culture
  • YouTube tutorials on how to succeed in door-to-door
  • Day-in-the-life clips that are authentic, not overproduced

Avoid the common mistake of overhyping with “six-figure summer” promises. Instead, sell the whole lifestyle: hard work, skill development, and the potential rewards.

Step 6: Shift the Pitch From Features to Story

If there’s one thing Nettesheim insists teams stop doing, it’s this:

“Everyone should stop selling features. You’ve got to build a story and create emotion around it.”

Actionable steps:

• Rewrite your pitch in “story” format. Instead of listing product details, frame them through customer experiences
• Train reps to connect emotionally. Ask prospects about frustrations or goals, then anchor the solution to their story
• Use testimonials and case studies. Record short customer videos and make them available on tablets or phones for quick sharing at the door

Stories create an emotional connection that technical details never will.

Step 7: Protect the Human Advantage

AI is reshaping every part of sales and marketing. But Nettesheim predicts that in field sales, human connection is the long-term advantage.

“In a world where there’s so much AI, people are going to start craving the one-on-one interactions.”

For reps, this means leaning harder into:

• Empathy. Listen actively at the door. Let homeowners vent before pitching
• Personal expertise. Be prepared with specific advice about their problem, not just generic product talk
• Trust-building behaviors. Eye contact, clean presentation, and genuine care signal what AI never can

The future of field sales is high-tech preparation paired with high-touch interaction.

Quick Wins Checklist

If you only take five things from Nettesheim’s perspective, make them these:

1. Run neighborhood prep before you canvass. Don’t let reps hit doors blind
2. Train reps as brand ambassadors. Uniforms, storytelling, and professionalism count
3. Invest in local awareness. SEO, signage, and leave-behinds compound trust
4. Treat recruiting as marketing. Use authentic video content and culture to attract Gen Z
5. Double down on what AI can’t replace. Build trust through real one-on-one connection

Turn Every Knock Into Marketing

Ben Nettesheim’s perspective flips the script: marketing isn’t a department—it’s the foundation of field sales. From the way a rep introduces themselves to the postcard left on the porch, every touchpoint is marketing.

For reps, managers, and owners, the opportunity is clear: stop thinking of marketing as something separate from sales. Instead, use it to strengthen every interaction, recruit stronger teams, and build brands that homeowners trust at the door.

Want to see how this works in practice? Check out SalesRabbit to explore tools that help reps and managers put these tactics into action.