"The great dividing line between success and failure can be expressed in five words: 
'I did not have time.' " Robert J. Hastings

The Literature Request

Greetings!

I remember years ago, still in college, in one of my first sales jobs, how I often looked at the "Send me some information," request as a sign of interest.

After spending lots of the company's money on postage, printing, and administrative work packaging and shipping literature--resulting in many unreturned calls--I eventually wised up and realized what was happening. That request CAN be a sign of interest. Fine. Let's send them the material when it's warranted.

But, very often, the literature request is fine way to get rid of a salesperson who hasn't done a good enough job up to that point.

Think about it. Why does a prospect want to get rid of a salesperson?

Because the prospect doesn't see a need for what the salesperson is calling about. Which further is a result of there not being a need present, or, more often, the salesperson not generating interest, and uncovering a need, or helping the prospect realize a need. The literature brush off is an easy and effective way to get off the phone. OK then, two suggestions here.

1. Do a better job with the opening and questioning. Easier said than done. But we've covered these topics numerous times. See back issues at www.businessbyphone.com/backissues.htm. I'll focus more on the second point:

2. Determine if the literature request is valid, or a brush off. Ask more questions. Such as,

"I'll be happy to. What I send really depends on your situation. Tell me more about ..."

Or, "Should I interpret that as a sign of interest?"

Or, "Better yet, let's look at it together right now on our website ..." 
Their answers, and the manner in which they respond, will determine if they're worth spending time with.

For more of an in-depth look at this topic, see my article, "When to Send Literature, And When It's Just a Brush Off" at www.businessbyphone.com/articles.htm.

Go and have your best week ever!

Art

CONTACT INFORMATION and REPRINT PERMISSION
Contact: Art Sobczak
President, Business By Phone Inc.
Editor and Publisher, TELEPHONE SELLING REPORT newsletter
13254 Stevens St.
Omaha, NE 68137
(402)895-9399
Fax (402)896-3353
Or, e-mail to arts@businessbyphone.com