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!