I found this great article on how you can avoid falling into that “Send me more info” trap on a sales call, published by the folks at Close.io.
If you’re doing any cold calling at all, this is one of the most common obstacles you’ll be confronted with once you actually reach someone. Pretty early on in the call, many people will ask you: “Can you send me some more information? I’ll review it and get back to you.”
New and insecure sales reps respond: “Of course! I’ll send it your way.” They send out the email, and that’s it. Maybe one or two timid follow ups, and they file the lead away.
So how do experienced and successful sales reps respond to “Please send me more information”?
Many sales reps don’t even see their prospect’s requests to receive some info materials as an obstacle.
The painless way of losing deals
To insecure sales reps, it doesn’t feel like it’s a lost opportunity. There’s still hope, right?
Maybe the prospect will review the info you sent him, find you’re selling exactly like what he needs, call you up, asking one or two clarifying questions, and a subtle nudge of your elegant salesmanship is all it takes to close the deal.
Think positive, young sales man!
What does “Please send me more information” really mean?
It means “I’m not interested, and I don’t want to give you my attention and time.”
It’s simply the most convenient way for the person on the other end of the line to get rid off you. They don’t want to be rude – you don’t want to be rejected. You both know it. Thus, the unspoken agreement is reached between the two of you.
Why you shouldn’t just send more information when they ask for it
You haven’t learned anything about this prospect yet. You haven’t qualified him. You don’t know what his wants and needs are, which problems he faces, whether he can afford your solution, etc.
Based on this lack of knowledge – what kind of information will you send them?
Just generic stuff about YOUR company.
What do you think will come out of that?
When you send info materials to a prospect, you want to be sure that it’s custom-tailored to the recipient, so that it actually hits the mark.
How should you respond when someone requests more information?
#1 – Use the power of yes
First of all, tell them: “Yes! Can I have your email?”
This is the jiu jitsu part. You use the momentum their request has to your advantage, and then redirect it the way you want it.
#2 – Get them invested
After they tell you their email address, speak these words:
“I want to make sure that I send you the most relevant piece of information. Can you tell me, _______ [easy to answer qualifying question, e.g. are you guys more interested in X or Y]?”
This is a tiny, little follow up question that most prospects will answer. And by this, you’ve shifted the momentum, because they lowered their guard.
They gave you a bit more information, invested a bit more time and energy into the conversation – and thus are more likely to stick around.
#3 – Ask more follow up questions
Elegantly engage them in a conversation by – sensitively – asking more follow up questions. The secret to success here is to fine-tune your antennas – but it’s really not rocket science. If you’re in a good state, and you genuinely care and listen, you can do this.
Some people will cut you off and tell you to just send you the information, and if they do – that’s fine. Thank them for their time, and get them the info they’ve asked for.
Many times you can really get them engaged into long sales conversations. I do this all the time when people ask me to send them more information because they’re “too busy to talk right now” – 20 minutes later, they’re still on the phone with me.
People actually often LIKE this – because rather than a high-pressure sales call with a sleazy telemarketer, they’re having a real conversation with a knowledgeable person showing interest in their opinions, problems and wishes. (I’m assuming you have subject matter expertise).
#4 – Take the next step
Usually you’ll still end the call by telling them that they’ll get more information. But now you’ve moved the sale ahead much further. You know more about them, they know more about you, you both determined that there’s some real potential for mutual value creation. You’ll be able to send them much more relevant information to them, and they’ll study it much more attentively.
I’ve had many sales calls where a prospect tried to get rid of me by asking for more information, and using the simple engagement strategy I shared with you here, I re-engaged and closed them on that same call. And if you practice this enough, you’ll see similar results.