Bait Pieces: Sales Lit and More
Sales blog LandingTheDeal has a great bit, by way of Robert Bly, about properly using "bait pieces" like sales literature to get in the door with a prospect. Here's an excerpt:
Now, I understand the philosophy some sales trainers teach that sending any kind of literature is a waste of time. They tell you to say to the prospect, "I could send you a brochure, but that won't really explain our service. It would be much better for me to show you in person."Why do they want you to say that? Because your chances of closing the sale increase when you can get in front of the prospect.
But if the prospect replies, "I want the brochure (or booklet, CD, white paper, or whatever you offered) first, and then I'll decide whether I am interested" - for goodness sake, give him what he is asking for! Don't argue with him.
I'm afraid paraphrasing really won't do it any justice, so I'm going to send you here to check it out for yourself. Go! :)
Comments
Great point, who knows how many insurance leads or bank account leads, etc. we lose off of not answering the question the customer has first!
Posted by: Evan | June 29, 2006 05:51 AM
When I was in sales, I hated to tell people no when they asked for literature. Because most of them genuinely wanted to check out the service and have me follow up with them in a few days. But, per my manager, we weren't allowed.
Eventually, my manager got fired and that branch of the company closed altogether. I blame it on bad sales karma. :)
Posted by: Megan Mahan | June 29, 2006 04:22 PM
The information packet that we have available to send out to agents is a huge help. Some people truly want to know a little about a product or service before they are ready to be "sold". I've also found that those are some of the longer lasting customers because they have a much better understanding of the service.
Posted by: Laura Gates | June 29, 2006 04:28 PM
As a consumer, I'll decide to NOT pursue a company if they deny me literature before trying to close me in person. An educated consumer is a loyal customer.
Evan, do you work with bank account leads àla Lending Tree?
Posted by: Peter | June 29, 2006 07:16 PM