Most sales reps consider the old “Send me your information” line as a stall or perhaps a substitute for “I’m really not interested”.
I know many of you will push back for various reasons.
Here are a few of them with my thoughts.
“Why should I go through the effort when I don’t even know they’re serious? If they can’t spend the time to talk with me, why should I spend the time sending the information?”
First of all, what time? Do you have to personally sit at the designer’s table to create something to send then travel cross country to the nearest printing press? For the most part, we’re talking about popping something in an envelope with a handwritten note or sending something as an attachment. I know, we’re talking hours and hours to do that but . . .
“Why should I go through that when I don’t even know they’re serious?”
I feel I need to remind you that you called them. That doesn’t mean that you have to pucker up and become one with both their Gluteus and their Maximus, but I do believe it means that THEY have the right to wonder if you’re serious and if your company is legit. Perhaps the “send me some information” test gives them an opportunity to step back and assess YOU. I know, radical stuff here!
Maybe it’s a quick way of eliminating the people who never do what they say they’re going to do and or follow up. People (especially sales people) always do what they say they’re going to do, right?
I like to think about it that way for one simple reason . . .Most sales people will either flat out refuse to send the information or conveniently forget and set a reminder to call back some time in the future.
We need to understand a few things about those on the receiving end of our phone call.
Unless they were sitting around, playing with the dinger on their cash register, with nothing to do, we’re interrupting them while they were trying to do something else. In doing that, we now have someone talking with us who was focused on another task. They are assessing us inside of 30 seconds maximum with a first tier assessment happening somewhere within the first 10 seconds. Unless they immediately see the value in spending additional time with you, they will default to a flat out “No” or some “auto eject” to get you off their phone as quickly as possible.
In some ways it’s a safety mechanism to allow them to step back so they don’t make a rash decision. In other ways they are simply protecting their most valuable commodity; their time!
So what’s an aspiring sales rock star to do?
1) Tape your end of your phone calls to get a good read on what you might be saying that’s causing your objections. Sometimes we focus too much on cute comebacks that we fail to see that the objection/stall is actually a symptom of a much bigger challenge.
2) Use the landscape to your advantage. When someone asks you to send information, instead of pushing back, say the following “I’d be happy to do that (name) and just so I send information that’s most meaningful to you, let me ask you (insert 2-3 kick ass questions here). Now you’re getting answers instead of a blow off, you are engaging in a discussion instead of a pitch and then at the end of it, you can always circle back with a “(name) Why don’t we just get together anyway, I have some ideas along those lines that isn’t included in our standard company info.” My experience has been that it’s harder for them to say no after they just spent some time going through 2-3 questions. It’s also a means for you to assess how serious they are in a much more thorough way than basing on a simple request for you to send your information.
3) Get Creative: If the answer is still “Send me some information” and you feel they are worth a few minutes of your time, go to YouTube and record a quick 1-2 minute video where you talk them through a few bulleted items. Call them by name, make it personal and lose all that corporate crap marketing tells you to include. Pretend you are sitting at the kitchen table with them having a cup of coffee and simply speak to them. You can mark the video as private so only the recipients of the link can see it.
Pop Quiz: How many of those videos do you think they’ve received. Gold star and smiley face on your paper if you said “Nada” (which is Spanish for zilch)
I’ll leave you with a silly thought . . .
Lot’s of people claim to be different and are quick to mention that they out service their competitors. I have a shocker for you . . . Everyone says that but;
Not too many people are willing to demonstrate that on the front end.
Just for the record . . .
We don’t have to like sending information but flat out refusing or “yessing” only to blow it off is a missed opportunity.
Perhaps it’s time for different question . . .
In what ways can we leverage “send me some information”
Ask this question of yourself, ask your co workers, ask it in a LinkedIn discussion and Sales Managers . . . ask this question in your next sales meeting.
Your turn . . .
In what ways can you leverage “send me some information”?
Please share your thoughts!
FYI . . .
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