This is probably the age old question for any IT sales people that are marketing for new clients. There are probably very dedicated people on both sides of this issue who believe they are correct about whether you should send information to every suspect that makes a request. On the side of the sales people that believe you should send information to every potential contact you make, there is always one amazing sale they can relate to support their view. Other IT services providers might take the view that sending out information to everyone that request it would be a complete waste of time and money from their marketing budget. I once had a couple of agents that were card carrying Kool Aid drinkers of the view that if you send out information to everyone that requested it you could find gold at the end of that rainbow. Here is how I used some Andy Griffith style techniques to get at the truth!
This happened about a year ago when two of my telemarketing agents were pestering me to set them up to send out a lot of information to everyone that requested it. These two were convinced that they could call once and find a contact that requested information and then simply make a follow up call and easily secure an appointment for one of our managed services provider clients. After arguing with them and trying to convince them that this would be a waste of time, I finally decided to give them enough rope to hang themselves. I set them up with their own email accounts with the correct domains and we got approved information from our computer business clients to emails. Then I told them to try their best and prove to me that this way they will get more IT sales leads.
After about a month had passed I called this pair into my office to ascertain the results of thier massive send information marketing campaign. Did the majority of the information recipients convert into a prospect that agreed to setting up a technology sales meeting? Well judging by their long faces, I already had my answer but these two started complaining about how these people were wasting their time. They told me that most of the prospects said they never got the information and the rest simply were not interested. Many of the contacts they were never able to get on the phone again. I then asked if they had gotten appointments from all their IT lead generation efforts and neither of them had.
The reality is that the request for information is mostly an objection designed as a roadblock to thwart the salesman’s efforts. This objection should be overcome and rebutted while you have this contact on the phone the first time. The reason is that they most likely they will never get the information or never look at it and you probably won’t get a second chance to speak with them again. Therefore you should strike when the iron is hot and try your best to get this appointment the first time and only when you have exhausted every rebuttal should you ever even consider taking time to email or mail over introductory materials.
John Black is the Marketing Director at MSP Telemarketing and has over 10 years experience marketing for IT providers and VAR marketing to help them get more IT leads that turn into IT sales.