How To Do Door To Door Sales For Pest Control: Lenny Gray

Apr 23, 2025

When it comes to door-to-door sales, few people know the game better than Lenny Gray. As the founder of Door-to-Door Millionaire and the successful pest control company Rove Pest Control, Lenny has built a remarkable reputation in the pest control industry. Recently, I had the privilege of interviewing him on Pest Control Legends, and he generously shared insights that can dramatically boost your business growth.

/ / / / / / / /

Why Door-to-Door Sales?

Door-to-door sales are often misunderstood. While there are numerous ways to generate leads—like SEO, social media, or ads—door-to-door remains uniquely effective for route density. According to Lenny, route density directly impacts profitability. It reduces wasted time and resources (fuel, vehicle wear) and enhances productivity by minimizing travel between jobs.

Lenny emphasized door-to-door as a strategic growth lever rather than the only lead source. Ideally, it's integrated alongside digital and traditional marketing to optimize business performance.

The Cost Misconception

Many pest control owners shy away from door-to-door, citing high costs. Lenny clarified this common misconception:

In-house Teams vs. Outsourced: Hiring outsourced door-to-door teams from third-party companies can indeed be expensive. Instead, Lenny recommends developing your own sales team by recruiting and training reps internally. This significantly reduces costs.
Effective Training is Crucial: Proper training is essential. Without it, even the best salespeople will struggle, affecting retention and ultimately recruitment. Solid training leads to results, retention, and better recruitment—creating a virtuous cycle of success.

How Lenny Built Rove Pest Control

Lenny started Rove Pest Control with door-to-door sales at its core:

Year 1: Lenny himself knocked on doors six days a week while his partner serviced accounts. His method was consistent and rigorous, generating approximately $500,000 (equivalent to nearly $1 million today).
Growth Phase: The second year saw hiring additional reps, and by year three, they expanded dramatically, growing exponentially through strategic door-to-door teams.
Route Density: This approach created significant route density, making their operation extremely efficient and profitable.

Practical Steps for Starting Door-to-Door Sales

Start With Neighbors

Leverage existing customers first by knocking on the doors of their immediate neighbors. Mentioning specific customers (relevant name-dropping) greatly enhances your credibility and trustworthiness.

The Three-Door Rule

Lenny advises following the three-door rule: if no one answers three consecutive doors, move immediately to someone you can see outside. This ensures productivity, keeping sales reps consistently engaged.

Exclusive Offers

Every door-to-door rep should have an exclusive "Black Friday"-type offer. Key components of this offer are:

Limited availability
Limited timeframe
Clear discount

The key isn't the size of the discount but the enthusiasm and exclusivity with which the rep presents it.

Script and Approach

Lenny emphasizes a structured "sales flow" consisting of six clear steps:

Initial Approach: Brief, energetic introduction to spark conversation.
Qualifying: Quickly determine if the prospect is worth more time, considering factors like existing pest issues or current pest control providers.
Value Building: Clearly articulate the unique value tailored specifically to their needs.
Closing: Confidently ask for the sale.
Handling Concerns: Address and resolve common objections efficiently (price, existing service, etc.).
Solidifying the Sale: Reinforce customer confidence post-sale to ensure low cancellation rates.

Real-World Success: A1 Garage and Tommy Mello

Lenny’s expertise caught the attention of Tommy Mello, owner of A1 Garage Doors, a massive $300 million/year business. Together, they created an effective door-to-door strategy, significantly boosting A1’s revenue. Lenny's approach validated the potential of door-to-door in home services broadly, not just pest control.

Leveraging Lenny's Resources

Lenny offers several resources designed specifically for pest control business owners:

Books: Lenny’s recent pest control-specific books clearly lay out scripts, tactical advice, and proven door-to-door strategies.
Ask Lenny App: Provides instant answers to common door-to-door questions, saving time and improving rep effectiveness.
Webinars and Newsletter: Lenny regularly offers free webinars and shares weekly insights via his newsletter.

The Bottom Line

Door-to-door is a powerful growth strategy, especially for enhancing route density and maximizing profitability. Lenny Gray's proven methods can significantly streamline your approach, reduce costs, and supercharge your business growth.

P.S. Watch the full episode here: