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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.
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