When you send sales literature in the post your job is only just starting not ending. Make sure you know how to develop this to make the sale. 

All too frequently sales people spend an inordinate amount of time posting out literature to prospective clients and customers. Generally it is because they do not know how to deal with the sales objection "put something in the post". See my recent article here to find out the best ways to deal with that. Even when the other person is really interested in receiving your information, do not kid yourself they will be sat eagerly waiting for it to drop through the door the next day.

The trouble is, life and business have a habit of taking over and getting in the way. Between speaking to you on the phone a hundred things could sabotage your chances of your information being read. The other persons PA could have resigned, the company could have just won/lost a big contract, there could have been a whole stack of inter company reports land on their desk - you get the idea!

So what should you do?

Firstly, ensure that they really wanted the information in the first place by asking a few questions around the relevance to them and their business. Once you have done this you can then put a yellow/orange post it note on the cover of the literature which reads something like:

"Jane, based on our discussion, I think you should jump right into pages 3, 6 and 9. They should show you the way that other have solved the challenge you are facing"

Never, ever, ever ring up to ask "I'm just checking you have received the information!". This is a horrible waste of your time and more importantly the time of your prospective client. It is as bad as opening with "Jane, I'm desperate for the commission - you buying yet!"

So what can you do to follow up?

Here is one that I have used successfully. Send something in the literature that you have not discussed and that is highly relevant to them. It could be a free report,some technical information or some case studies. This gives you a reason to call back like this:

"Hi Jane, I just wanted to make sure I explained why I added the extra information in because I thought it was relevant in this area......... If you have 30 secs  I can point it out. Why don't you grab it and I will walk you through it"

This is natural and serves to continue the relationship. The other side benefit is that it gets your information from inside the pile of other information on your prospects desk and in their hands. When you finish your conversation it will end up back on the pile - but at the top.

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