Have you ever heard that one before? When you’re talking with a prospect, and you just know that what they need isn’t information – it’s an exit strategy from your conversation?
For me, when I’m not interested or if a service isn’t appropriate, I say so and I also say why. I sell for a living, and I always appreciate honesty, so I try my best to provide it when I’m in the customer’s seat. I have found that people like to know where they stand; polite honesty is what I seek and what I try to give.
Still, if you are running into this objection more than you’d like, you may be getting the brush off. Maybe it’s time to take a fresh look at your approach.
“Sell Your Cleverness and Purchase Bewilderment” – Rumi
So, is “more information” just another way of saying, “I’m not interested”? You have to trust your instincts. If it feels like a blow off, it probably is. My question would be: Where does their interest go away? Is there a point in your story or your value proposition that is a turning point (or turn off, I guess you could say)?
The obstacle probably appears before they ask for the information. There are a lot of choices for products and services, but there should be a strong reason to invest (if it’s the right prospect and the right product). But how do you know if it’s the right prospect and the right product? After all, it could be that everything’s right…except you.
If I were you – and I felt like I was getting a brush off from a good prospect – I would put a great big pile of truth on the table. When I’ve been in situations where I’m getting a lot of pushback, I’ve used a version of this speech and it always breaks the ice. It takes courage and sincerity to lay these cards on the table, but it has been very effective for me in the past.
If someone says, “Just send me some information”, try this response [with comments in brackets]:
“Yes, of course. [You can’t say “no”, because then you might look sneaky, evasive or even unprofessional!] But I’ve run into this request a few times before, and it seems to always end with no interest. Quite frankly, I’m starting to think that there’s something I’m leaving out. Maybe you need to know more before you can agree to a meeting, or maybe it’s just not a fit for you right now. Either way, that’s ok. [Always always make it OK to say no – unless you know how to squeeze people until money comes out 😉 ].
“But, would you help me to know if there’s one particular reason that you need additional information? Maybe [my product or service] is not a fit for you – but I’m interested in getting your opinion, so I don’t keep repeating a pattern that doesn’t seem to be productive. I’m sincerely interested in meeting with you, if for no other reason than to make my approach as professional and effective as possible. Would you be willing to give me 15 minutes of your time, and a little advice, so that I can understand what information is missing – and what you need – so that I can be more effective?” (Sell your cleverness and purchase bewilderment…and get ready for a fastball from your prospect. Summon your courage for what you hear in reply; it may not earn you commission, but you won’t get a sale until you find what’s missing.)
This approach changes the conversation: you are asking for advice, not for sponsorship. You must be sincere in this request (not a bait and switch, where you push them hard for $$), or it won’t work. And the prospect has to be willing to be really straight wtih you (not everyone is). It really does have to be OK for them to say no to the sale, because now you need info (not revenue, that comes after the learning). If an actual prospect can give you some advice, it would really help. With some clear feedback, you would know if “send me information” is sincere, or a smokescreen.
It’s also a good idea to call someone who did decide to buy in to your product or service, and ask them why. Then, use that information as a testimonial to explain to prospects what another customer saw as a key benefit. Step your prospects through that process – the one that ended with a sale – and explain how you would like to begin the same exploration with them.
The antidote for objections is always truth serum. Get the issue out on the table, and see if the prospect can help you to find what’s missing. Focus on the customer with a sincere curiosity, and it could give you just the clues you need to close that next opportunity.