Posted: March 29, 2013
“Just send me some information”
Hear this all the time? Then change your approachBy Liz Wendling
One of the biggest sales objections heard around the world is “Can you send me some information?” It pops up early and often.
What do you do now? Should you reach for the stamp and lick the envelope, or save your saliva?
If your response to send me some information is “Sure, what’s your address?”, you’re done. You lost control and most likely the business. Most of the time potential customers are blowing you off and but can’t or won’t tell you no. If you’re consistently being met with “Send me some information,” that’s a red flag that your initial approach is weak, ineffective and not customer-focused. You’re getting that response because every word out of your mouth prior to that objection was off track. When you use flawed opening value statements, you give your power away and lose the opportunity.
The reason why is not obvious because salespeople have never been trained in a proper, more efficient way. They think they need to be more persistent, consistent and enthusiastic. They keep trying a strategy does not work.
The quickest and most effective way to get rid of a salesperson is to pull out the most popular and over used one-liner; "Send me some information." It’s been working for decades. It works because as soon people use it, you disappear. It’s like a magic trick and it works every time. If you don’t probe farther and ask a few qualifying questions, then prepare yourself and suit up to play the sales chasing game. It's a game where salespeople waste endless amounts of time and energy on people who had no interest in the first place.
Here’s what usually happens in a version of the sales chasing game. You take the bait and eagerly send out information about your company, wait a few days, make several attempts to get them on the phone, leave a few messages, maybe even send a few emails, and right after you catch your breath from the chase, you attempt to leave one more voice mail and hope that you connect. You can never win at this exhausting game.
There are many ways to uncover if someone is trying to blow you off and get rid of you. Your approach is everything. If you continue using the same tactic and keep hearing the same answer, I encourage you to stop and take a good look at why. We all know that continuing to repeat the same actions but expecting different results is insanity. When you change your approach, you change your results.
Every business is different, and every business should have a customized approach. One version is try to uncover what’s behind the objection and ask questions and dig a little deeper. When you dig, you get answers. When you ask, you get clarity. When you get clarity, you can decide if there’s a reason to move forward or not.
Keep in mind there are dozens of way to handle this scenario. Try something like this, "I’d be happy to send some information however the services we offer are targeted to our clients' specific needs, so it’s difficult to get that in a brochure. Brochures can't answer the questions to your specific and unique needs. Is there something specific you would like to see or help me understand exactly what information would be useful to you?" That is just one of many.
If they can't describe their area of interest, it means you haven't identified their problems or issues or they simply aren't interested. If they can give you specifics and the interest is there, then by all means lick and envelope and send the information. If they can’t elaborate on why you should send information and you sense a blow off, save your saliva and move on. Either way, you have a better idea of where you stand. A quick rejection is better than playing the chasing game. Celebrate the speedy rejection and move on to a real opportunity.
It’s up to you to find out who is genuinely interested from those who are interested in getting rid of you.
Liz Wendling is the president of Insight Business Consultants, a nationally recognized business consultant, sales expert and emotional intelligence coach. Liz is driven by her passion for business and generating results for her clients. Liz understands the challenges that business owners are facing building a business and selling their professional services in today's market.
Liz shows clients how to tap into and use their innate strength, power and confidence to develop highly successful businesses. She teaches them to create effective, dynamic and fluid client conversations that turn interested prospects into invested clients who keep coming back.
Check out Liz's latest book, Everyone Sells Something! http://goo.gl/1prAlm