"Send me more information about your product and I'll get back to you."

Everyone who works in sales has heard that request from a customer. And almost everyone is of the opinion that this is your case, so why bother. Instead, we tease and explain that the customer's request is a way to get rid of you. Keep your jack, many people think.

Someone may remember where this jack simile comes from. That's what the motorist said, who didn't dare go and ask for a loan of the jack he desperately needed, but concluded that the neighbor wouldn't lend it anyway. He threw a stone at the neighbor's window while telling him to keep his jack.

What if, instead of whining, you actually built a model that solves the problem?

We actively use e-mail marketing and a bookmaker who finds himself in the situation described above every day. During the last year, 240 times.

We built a template where he has access to a summary of our product. It is a combination of email and web page. The summary sums up the essentials and the website always opens the product up to the price information. He sends this summary to the customer in seconds, sometimes even during the call and to the very one who made that request.

Is sending additional information smart or not?

Here are the facts about the results:

• 95 of the % messages were delivered
• 43 % opened the message
• 23 of those who opened % clicked open the link and continued exploring the product on the web

The same thing calculated through costs:

• Sending each additional piece of information takes 15 minutes, and more if the material has to be worked on a bit.
• 240 x 15 minutes means 60 hours.
• We saved €2,400 in bookie costs.

Still a third point of view, i.e. income:

• In the 60 hours saved, he book us 60 new appointments.
• Of the meetings, 21 % lead to an agreement.
• At the average price, we get €9,450 worth of new business.

It was worth asking for more information and it was even more worthwhile to send it.

Is not it true?