We’ve all heard the objection, “Send me an email!”. Sometimes it’s a legitimate request to learn more about something that piqued their interest, but most of the time prospects use this as a way to get off the phone.

You can read our previous post for a few tactics on how to overcome this common objection. However, whether you’re a BDR or a full time closer, there will come a point where you will need to send content over for them to review. We know that a follow-up call after an email is key, but what I can’t stress enough is how important handling that follow up call is to get them to move to the next step in your sales process.

Far too often I hear reps lead this follow-up call with something like, “Did you get a chance to read the info I sent over?” This is an incredibly inefficient and a dead-end way to try to move them forward, whether that be a discovery call, product demo, or proposal review. Since you’re catching them off guard, more often than not their response will be, “No, I haven’t,” and the conversation flatlines.

What’s worse, is that a lot of reps, specifically those that are newer to the role, try to revive this dying conversation by telling the prospect they’ll follow up again in a few days or even next week.

Why is this bad?

Some might think this is a considerate approach allowing the prospect to have more time. In actuality, you’ve lost them and created an endless cycle of running into the same situation over and over and that’s only if they even pick up the phone next time you call.

Here’s a better approach:

What types of questions do you have around the information I sent over?

Be confident in your delivery, remind them of what you discussed and lead with the expectation that they’ve read through everything you sent. Leading with a question like this opens the conversation into something of value to them.  Ideally, you’ll want to get something penciled in to walk through the information and discuss their specific needs or pain points. However, that’s not always the case. If they haven’t had a chance to look at the content you’ve sent over, try something like, “Rather than catching you off guard again, let’s get something on the calendar to get all of your questions answered. How about a few minutes at (time/date)?”.  This is a good way to transition the discussion into something positive.

Sales is all about process and setting yourself up for success for future discussions with your prospects. Don’t get me wrong, there is some selling and experience involved, but for the most part it’s the process that makes the sale. Having a rock-solid process will increase your probability of converting.