Part 5 of 8 Hiding

Hiding

Nobody ever built a great career just by sending out a whack of collateral after every first contact and then waiting for the deals to come rolling in. That’s a good thing, too. If collateral alone could close every sale, we sales people would be out of a job.

Yet so many sales people still hide behind the material they send out, thinking they’re making progress with a prospect when they really haven’t got a clue what he or she actually needs. Surely you’ve used the “just send me some of your information” ruse to get off the phone with a few telemarketers. So why do you keep falling for this trap yourself?

Never send information without doing a qualification first. Okay, okay – if you have a simple product and a sales cycle you can measure in days instead of weeks or months, sending information may be the right thing to do. If so, do yourself a favor and send as many testimonials as you can that might be relevant to your prospect.

These testimonials are the proof your clients need to trust you. No one or nothing sells better than another customer saying that they’re happy they did business with you.