Don't Rely on Marketing Brochures to Do Your Selling for You

Sending out a brochure does not overcome any objection. Rather it multiplies them. Sending out collateral material this early in the game accomplishes nothing more than creating another obstacle

that will limit your chance of selling. The irony is that the act of sending out material to a prospect actually creates an objection. The very thing that you are trying to avoid the most is what you've succeeded in creating.

Why should a prospect call you back when he has all of the information needed about your company and product? Why should the prospect put time aside to meet with you if he feels that he has all of the information on paper that you would share in person?

The hasty and untimely use of brochures and other marketing material can easily spoil even the best prospecting efforts.

Here are three scenarios that would fool you into thinking that sending out collateral information is a good idea when, in fact, it is not.

You get through your prospecting conversation and the next step is scheduling an in-person meeting. The prospect says, "Before we schedule a meeting, is there any information you can send me that I can review?" Don't allow yourself to fall into this trap! (You will see an example of how to respond to this request later on.)