Getting Past Send Information Objections

A prospect says she has a couple of vendors that she's very loyal to, but she said she would look at my information if I chose to send anything. What should I write or send to sway her over to choosing me as her new vendor?

Unfortunately your prospects response sounds like a blow off, it sounds like something more importantly weren't done before the contact. Here's why it sounds like you have a bigger marketing problem.

From my own business-to-business selling experience the prospect is telling you they don't have enough reasons to trust you. They cling to their existing provider and just want you out of their office. This is a positioning problem I used to face.

Hiring a copywriter is a good short cut to get on track with "what to write", but a single letter doesn't solve the problem in the mind of your prospect. Your marketing hasn't positioned you as someone they would benefit from talking with.

Start with having a conversation with your customers to find out why they do business with you, discover why prospects do business with someone else, then re-approach all your prospects with a two step offer.

That's not the only approach, however, I'm finishing off a report for my clients on the topic so it's the one top of mind.

The first step may invite them to a marketing seminar (or office productivity, or organizational strategies, ...) that in a hidden way shows them how to get more from your products. This kind of event (or special report, or video, ...) features the reasons why your customers choose certain products from you, as well as tips for improving what your prospects really buy.

In the process you'll discover some pains, desires, and other indicators to get you invited back. I say "invited back" because this prospect may not readily see you again, unless the pain is real and they have good reason. The first step gets their attention again, the second calls them to action for purchase.

It's not likely they will look at any of the information you send, that's just a polite way of saying "get out of my office." However, after you position yourself as someone of value, they will happily attend your presentation to learn more about how you can benefit them.

Invite yourself back for a specific reason. Dan Kennedy's Magnetic Marketing Kit has a few examples (section 6) you could adapt. A copywriter familiar with industrial markets can also help you get started this process in order to avoid this objection in the future.

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