Here are a few guidelines that will help you determine when it is appropriate to send out your collateral material.
1. The type of material you send to a prospect is generic. For example, if your material does nothing more than open up additional questions about your product or company that only you can answer, it should be okay to send it. Otherwise, it’s really a judgment call on your part. I would suggest keeping track of those prospects that you’ve sent collateral material and in turn, actually sold them something.
2. Some prospects don’t have a need now, but they may have a need in the future. If they plan on making a purchase at some point but refuse a meeting with you even after every attempt to schedule one, you can put them on your list of prospects to call back in the future. Your collateral material can then become a great tool to keep your name in front of them up until the point where they are ready to revisit your initial conversation, meet with you, or make a purchase.
3. The prospect needs certain information that is necessary to review prior to taking the next step, such as scheduling a meeting. These are just a few situations that would justify sending out additional material. Otherwise, keep your materials at bay. The use of collateral material can be justified and worthwhile in many instances. It can be a great complement to your selling efforts. However, in most industries and professions, collateral material is not meant to take the place of a well-trained, professional salesperson and his ability to provide the guidance, support and service that a prospect needs to ultimately make a buying decision. Once you develop and adhere to a prospecting and selling system that is aligned with your strengths, selling philosophy, product, and service, you will soon discover that the most effective collateral material you can send to a prospect is you.
If you bring material to networking functions, make sure that you pick up anything that is left. I’m amazed at how much money gets thrown in the trash at the end of a networking meeting! Leaving your material behind after a meeting ends will only get it distributed to the land fill!
I don’t know too many fishermen that throw lures in the lake just to make sure that the fish knew they were there and whose line to bite the next time they’re on the lake!
