The Brochure Brush-Off
Problem: We often hear from our clients that when they finally get past the gatekeeper, the prospect requests literature prior to committing to see them…and after the literature has been sent, they can’t get the prospect back on the phone.
Everyone who is selling anything has been through this experience many times. Salespeople typically have tons of literature from the marketing department to mail to prospects that request information. The problem is that 99% of the literature that is sent out becomes just “litter.” A bigger problem is that the salesperson is under the illusion that the prospect is really interested and will agree to see them at some point. The reality is that they were relegated to the trash heap with the proven “Send me a brochure brush-off.”
Analysis: Most salespeople think anything other than a “no” keeps them in the game. They mistakenly look at a “no” as a failure on their part. Many salespeople actually believe their prospects need to see literature prior to an appointment.
Solution: Track your sales history. How many sales were made when the first step in the process was to send a brochure? If your experience is similar to people we talk to, the number is painfully low. The only people who benefit from the sending of literature are your printer, the postal service and your competitor as it will probably end up with them or with the trash hauler.
You are in total control of whether or not to agree to send literature. You should not send literature unless you understand what the prospect wants to know and exactly what is going to happen after the prospect has received it. The only way to know for sure is to ask questions until you hear the answers you need to hear. If you have been able to keep the prospect speaking long enough to find these things out, you should be able to get an appointment to see him. But, if you can’t, and you absolutely must send information, send only the information that relates to the prospect’s pain – nothing else. Too much information may get you disqualified or cause the prospect to procrastinate about reading it. Then set a strong meeting agreement for your next step. Ask how long they will need to read it. Agree on a date and time to call them to see whether it makes sense to meet or close the file.
Unless you have a good understanding of your prospects’ pain and a firm commitment from the prospect to do something once they have the literature, don’t waste your time or the company’s money.
