Send me some literature!
Ever hear that one? Know how many times that turns into a sale, or even an appointment? I don't know about you, but when someone asks for literature, or brochures, I know its time to ask the real question.
The fact that most people do not read sales information they get in the mail, or e-mail, should be enough to let you know where the opportunity might be heading. Most of the time it turns into a chase for a meeting, that turns into a chase for the decision, that turns into a "no" or a "you give up" scenario.
Either way, first learn what is behind the "send me some literature" request and you will get enough information to decide if its an opportunity worth working.
When you contact prospects and request an appointment, it’s easy for them to ask for literature first, before committing to the appointment.
Many salespeople believe that sending literature will pave the way to the appointment and eventually a sale. However, the practice may actually create roadblocks rather than eliminate them.
Why? If you send the literature, when you call back to schedule the appointment, it’s now even easier for prospects to put you off.
They tell you that they didn’t have a chance to look at the literature yet, but they’ll call you just as soon as they do - if your product or service is something in which they are interested.
If a prospect requests literature, you can suggest that it might make sense to first meet and discuss relevant issues and concerns, after which you will supply whatever literature is appropriate.
While literature does have a place in the selling process, creating roadblocks is not one of them.
Jeremy Rawitz
Sales Strategy Corp.
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