Literature informs, but people sell.

Traditionally, trained sales people bombard prospects with literature and information that most people never read and is usually thrown away. People will buy a $50,000 automobile and never read the owner’s manual. You think your prospect is going to read a 5-page color brochure cover to cover?

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Companies spend an enormous amount of energy and money to craft impressive literature they hope will distinguish them from the competition.

But have you ever done a side-by-side comparison of your literature and your closest competitor’s? Most people tell me the features and benefits are nearly identical, and the glossy card stock doesn’t look any different either.

And how often does the prospect ask for literature just to get rid of you? Think of how many brochures and marketing pieces you have sent to prospects over the past 6 months. Did any of them become customers? Did any of them make a buying decision based on the quality of the literature?

“Send me literature” is an objection, a way to get rid of a salesperson. It’s a trap salespeople allow themselves fall into in the hope they have a live prospect. They spend their time and their company’s money sending out marketing materials that don’t lead to any sales.

So how do you get past the “Send me literature” objection? Plant your feet, stand your ground, don’t wimp. Recognize that giving in and sending literature is nearly certain to be the wrong move for you.

Instead, say something like, “I’d love to send you some literature, but I’m not sure which piece to send you. How about I ask you a few questions, and we can figure out together if any of our literature is going to be helpful for you.”

Remember, you’ll close more deals if you engage prospects in a discussion of their problems than you EVER will filling their mailbox with literature.