How to Qualify Before You Send Information

In response to last week’s article on ?Just send some information,? someone wrote and asked this: ?Sometimes it takes five to seven ?touches? before someone will buy, and sending information begins that process. How do I strike a balance or know when to just cut bait and not send anything?"

I understand it’s important to build relationships and that sending information is part of a process, but that doesn’t mean you shouldn’t disqualify those who are just looking for an easy way to get you off the phone, or who are trying to blow you off.

What you must do is ask questions, like:

?I’d be happy to, what other kind of information, companies, or solutions are you looking at now?"

This tells you how many other people they have given this line to (and how many brochures they?ve collected and who your competition is), and then:

?And what do you like so far?"

This tells you about their decision process and chances are any objections or stalls they mention will be the same you’ll get when you call back as well!

?What has kept you from moving ahead with that?"

Again, this will reveal their objections (as well as some of their buying motives perhaps). They may also come right out and say why they aren’t buying anything right now (and this would obviously apply to your information or product as well!)

I’m sure you can think of some of your own questions, but the point is that before you just send your information, you’ve got to do your job and qualify!

Just Send Some Information

Of all the brush-offs, ?Just send some information? is one of the most common and deceiving of all. ?But they didn’t say no,? 80% of sales reps will say. ?Maybe after they see my information, they’ll become interested," they think.

Yeah, right. And maybe I’ll buy the winning lottery ticket today.

If your information did the selling for you, they wouldn?t need you! All they would have to do is send out information and then deposit checks, but it doesn’t work like that does it? So what to do?

Call your prospect out on this obvious attempt to blow you off! Try saying this:

?I would be happy to. Let’s say you like what you see, what would happen next?"

Or even stronger:

?I’ll be happy to. If you like what you see, will you be ready to buy at that point?"

In other words, use a trial close, and then listen and think before responding. And any answer that is not a ?yes? is a red flag, and that means you’ve got some disqualifying to do.

Just remember — the Top 20% would rather get a no now rather than take the time to mail out literature and then spend days and weeks chasing unqualified leads. And this should be your attitude, too. So use the above scripts, listen to their response, and act accordingly. Whatever you do, don’t ?just send out some information!?