When to Send Collateral Material

By Keith Rosen

Consider Type of Material, Prospect's Need
Here are a few guidelines that will help you determine when it is appropriate to send out collateral material:

The type of material you send to a prospect is generic. For example, if your material does nothing more than open up additional questions about your product or company that only you can answer, it should be OK to send it. Otherwise, it's really a judgment call on your part. I would suggest keeping track of those prospects to whom you've sent collateral material and in turn, actually sold them something.

The prospect doesn't have a need now but may have a need in the future. If they plan on making a purchase at some point, but refuse a meeting with you even after every attempt to schedule one, you can put them on your list of prospects to call back in the future. Your collateral material can then become a great tool to keep your name in front of them up to point when they are ready to revisit your initial conversation, meet with you, or make a purchase.