The Wrong Way to Use Sales Literature
Here’s the truth: sales literature and price lists are for customers—not prospects.
Yes, they have a role in formal presentations. If you’ve delivered a solid pitch, answered questions, and the meeting doesn’t close, it’s reasonable to leave materials behind.
But most other uses of sales collateral are wasteful, careless, and counterproductive.
Why? Because prospects often ask for literature or pricing as a polite way to say, “I’m not interested.” Too many salespeople treat that request as progress when, in fact, it’s the end.
The Trade Show Trap
Trade shows are notorious for wasted literature. Hundreds of glossy brochures end up in trash bins before attendees leave the building. Worse, your pricing sheets often land in competitors’ hands.
Sales Secret: Never hand out literature at trade shows.
Instead, use this smarter approach:
- Engage prospects in real conversations about products and pricing.
- When asked for literature, explain that you send follow-up packages after the show.
- Collect their business card in exchange for materials.
- Within days, send a professional package directly to their office.
- Follow up with a phone call.
This way, literature becomes a tool for qualification—not clutter.
The Telephone Sales Trap
Prospects also request information on calls, usually as a polite exit line. Sending materials without commitment only wastes time and money.
A better response is:
“Certainly, I could send you details, but I know the product inside out—why don’t I answer your questions right now?”
From there:
- Ask clarifying questions to test their seriousness.
- Decide whether the request is authentic or just an avoidance.
- Only provide literature if it genuinely moves the conversation forward.
Why Literature and Pricing Are Powerful Tools
Think of sales literature and price lists like ammunition—you don’t give it away freely. Used at the wrong time, they empower your competitors or confirm disinterest. Used at the right time, they reinforce credibility and close deals.
The key is control:
- You decide when collateral is shared.
- You use it as leverage, not a giveaway.
- You tie it to a next step, not an escape hatch.
The Takeaway
Sales Secret #3 is simple: don’t waste time and money on literature.
Price lists and brochures don’t sell. Conversations do. Literature should only support a deal in motion—not replace selling effort.
Control your materials, and you control the sales process.