Don't Rely on Marketing Brochures to Do Your Selling for You

How many times do you follow up with a prospect you've sent collateral material to, only to find that they haven't gotten around to reviewing it? And if they did review what you sent them, how many times have you heard, "Thanks for the information. I've gotten everything I need from you at this point. If we have an interest, we will contact you in the future." It's no wonder the prospect responded this way. If they've gotten all of the information they need, then what do they need you for?

Many salespeople look at a request for more information as a good sign. However, these are the same salespeople who have a mighty long list of prospects to call back and check on to see if they have "received the information that was sent." I see it all the time. Salespeople and business owners have a tendency to put off their marketing and selling activities because they "aren't ready." Their Web site "isn't ready yet." Their brochures "aren't ready yet." Their business cards "aren't ready yet." I've never known a brochure to sell my services for me.