April 25, 2022
A bright-eyed young woman wearing a baseball cap walked up our driveway. We met her on our way out, thinking she was a new neighbor, and said hello. She carried a tablet-type computer. She said she was offering AT&T’s internet service provided by superfast fiber optic lines. I nodded impatiently and said we’re leaving to run an errand. She said she’d stop by later.
I thought door-to-door was for survey takers, political campaign workers, and occasionally guys selling firewood or yard-care services. High-school kids raising money for a club or team go door-to-door. Many years ago we bought a set of encyclopedias from a young guy who came knocking. They’ve long since gone to recycling.
Some of us remember a bygone era when door-to-door was more acceptable. Suburban and rural residents, and in midday that usually meant women, were more willing to listen to product pitches from strangers. Well-dressed women sold beauty products door-to-door. Men in loud suits sold, or tried to sell vacuum cleaners, life insurance, and medical products, including patent medicines of dubious quality. Fast forward a few decades: schoolkids sold magazine subscriptions. Boy Scouts sold grass seed and fertilizer, Girl Scouts sold cookies, usually in pairs or with a parent. We haven’t had any Scouts come knocking recently.
These days most homeowners don’t welcome door-to-door salespeople. We’re sensitive, maybe hypersensitive, to the risk of shady characters casing the neighborhood. Some people don’t even answer ringing doorbells or knocks. You now can feed your paranoia by buying technology gimmicks to surveil your front yard and allow you to see who’s loitering outside. Some devices can snap photos, upload them to the internet, and call the police.
I’m not much for sales pitches. I’ll open the door, but quickly send strangers with clipboards on their way. We’re skeptical consumers in general; we’ve never bitten on invitations to free dinners with investment-advice firms or offers of weekend stays at retirement communities. The overly friendly invitations that come in the mail are easy to recognize. At restaurants, I’ll almost never order the special if the server pushes it too enthusiastically.
The AT&T girl was a few doors away when we got back. We had not said “no” earlier. She approached again. In a grumpier mood I would have brushed by her into the house. But we lingered. Our internet seemed OK to me, although sometimes it ran slowly. Sandy mentioned we’re on the cheap introductory rate plan. “That’ll go up by $30.00 when the introductory rate expires,” the girl said. “That’s why it’s called an introductory rate.” I couldn’t argue with her. And I had not paid much attention. Researching internet services is an acquired, not a natural skill.
I know one thing about participation in the age of digital technology: the rates the customer service people quote never quite capture everything that later appears on the bill. You sign up, then you discover the costs: federal, and usually state and local taxes, then fees for maintenance, equipment rental, and insurance, and the surcharges for this or that. Who tries to figure it out? We look blankly at the bill, grumble a bit, and pay it.
We invited her in. We sat, she introduced herself—Serena. She asked for my cellphone, opened the internet, and typed “speed test.” She stared at the phone, then looked at us. “Very slow,” she said. “That’s because you’re sharing a segment of the network with your neighbors.” That is, it turns out, the 200 megabits per second speed we thought we were getting, whatever that means, is the speed of a wider network, not our personal internet connection. We don’t have a personal internet connection. It’s more like the “party” telephone line my Aunt Irene, who long ago actually worked for the phone company, shared with her neighbors.
I didn’t know about the party internet connection.

We listened to her pitch. She was quick and sharp, with ready technical answers to my unfocused questions, which usually had to do with cost. She said her service would be higher, but less than the rate the current provider would stick us with very shortly. And AT&T is no fly-by-night operation. Decades ago my dad, a tech guy, worked for New York Bell, one of AT&T’s ancestors.
Serena saw she was making an impression with us and relaxed a bit. So did we. She stayed more than an hour, in the end we signed up to make the change. She fired off a flurry of emails and text messages locking in the sale. It was late afternoon. I was tired of the internet hookup talk, but the story seemed larger.
I wondered: is door-to-door coming back? Why was a huge tech company deploying salespeople to pound the pavement ringing and knocking, getting far more “Nos!” than “Yeses?” She said the company is trying a new strategy: reaching out to potential customers directly, face-to-face instead of relying on time-worn mass-market advertising, like TV and internet pitches. Knocking on doors seemed an odd throwback to another time. It worked with us. It turned out that Serena also had landed our next-door neighbors, on both sides.
She told us she lived in a small town 50 miles away and had just finished high school. Her route to her sales territory was a traffic-choked commuter highway, meaning a solid two hours each way. She lived with her mom, siblings, and a cat. She said she and her sister planned to move into the city soon. Meanwhile, AT&T was an opportunity, salary plus commissions. And there wasn’t much to do in her hometown. I thought, well, she isn’t pounding a cash register.
Business in this midsized city is booming, you see “now hiring” signs everywhere. Fast-food joints, grocery stores, and auto-body shops are looking for people. But so are the “career” industries: machine shops, auto-parts manufacturing, electronics components, engineering support. What are bright young people in small towns in Middle America doing? I’ve met enough to know: they’re leaving, heading for cities, looking for opportunity to move on, to make a mark.
The data tell us that unemployment is down, wages are up. Still, some things aren’t getting better. Rural and small-town America, especially the places stuck in the mountains, away from the coasts and the interstates, are hurting, as they have for decades. No one has answers for them. Some people want more than retail, more out of life. Maybe AT&T is on to something. Serena probably won’t make a career of door-to-door. But right now, it’s working.



