…I love this one! The worst part is many sales people actually send it, when often it’s nothing more than a polite blow off. I’ll give some perspective on this request that will help you get more control of what you spend your time on and help you identify who you should really send literature to.
First, let’s define what literature really is and then determine the best way to use it. Literature is a marketing tool, not a selling tool! Let me repeat, literature is a marketing tool not a selling tool! What I mean by that is literature should be used to maintain awareness (leave behind after the call) or as a way to make impact quickly on a large group of people to flush out prospects (mass mailing) and create selling opportunities.
Literature should not be used as a crutch in a selling situation when a prospect has shown “interest”. Pulling out a piece of literature on a sales call will focus the prospects attention on the “piece” rather than on their problems. A request for literature on the telephone will often have the sales person do nothing more than “lengthen the selling cycle” by sending it and...
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