Picture this scenario.
You’ve dialled a new contact, connected and started to say your pitch.
“Sounds interesting. Please just send me an email, I’ll look at it later”.
At this point you have two options.
1. Send them the email and never end up closing the deal.
2. Navigate the call to where you can have a chance of closing the deal.
What are you going to choose?
Of course number 2! But the hard part is knowing how to go about this.
For some reps, they cave under the the pressure and think being subservient to the prospect will get them closer to the deal. It in fact does the opposite.
How to respond to “send me an email” objection?
You need to get more buy-in from the prospect. The way to do this is by having a better conversation with them and learning about their needs and challenges. At that point, it makes sense to send over the information because you can tailor it to their situation.
Let’s look closer at how this works.
Why Does the Prospect Say This?
First, we need to understand what the prospect is really meaning when they tell you to send an email.
This is the prospect’s way of telling you that they are not interested. It simply is not a priority for them right now.
This is because they simply don’t care. But why would they? At this point they don’t know what you have to offer.
Understanding their perspective gives you the pathway to take control of the situation and end up moving the deal in a productive way.
This means NOT sending the email.
If you’ve called the prospect you’ve done due diligence to know that there’s a real challenge you can help them solve.
Or there’s a benefit you can provide to their business – they just don’t know it yet.
You also know that you can never close a deal by not following the sales process.
Up until this point the conversation would be something like:
“Hi there Tom, this is James from “XYZ”. How have you been lately”
“Good thanks. Sorry James, do you mind sending me some information. I am just too busy”
“Oh yes of course, I’ll send it right now”
There’s no discussion of substance here.
You don’t know anything more about their personal goals, challenges, or timelines.
This is why sending the email should be the last thing you do at this point.
Why Sending the Email Never Works
Some salespeople think sending the information is the way to develop the relationship, and eventually will end up in the deal closing.
This is categorically wrong.
For the deal to close you need to be in the position to influence, and this can almost never be done effectively via email.
Just like any sale you need to know their pains, challenges, goals and timelines.
Most tech and SaaS solutions are complex and can work in a variety of ways – how do you know which aspect of your solution the prospect will resonate most with?
When you just send information over, the problem is…
Because of this you don’t get any buy-in from the prospect. No urgency is created and this means next time you call to follow up they say:
“Yeah sorry I have been too busy to look at this. I’ll reach out to you when I’m ready to discuss it”.
At this point the deal is 99% lost.
Something else to note is that you may feel inclined to follow up another 2-3 more times.
This could take a matter of weeks.
Unfortunately this is just a waste of time, it could have been spent on closing genuine deals.
So, what approach should be taken?
Steps to Take When Told to Send Email
1. Agree With The Prospect
2. Ask Questions About Their Situation
3. Get Them Bought In and Schedule Next Step
When executed correctly this 4 step approach can turn the objection back onto the prospect.
It’s critical that when you use this strategy that you’re perceived as an expert, and you’re not just keeping the prospect hostage on the phone.
They need to be compliant, and there is a certain approach to take.
Though It won’t work on all prospects – it will give clarity on which prospects are genuine buyers, and which are not fit for looking at your solution right now.
Some prospects who said they had no time have ended up staying on the phone for lengthy conversations.
And this is how you know that “send me an email” was just a nice way of saying I don’t want to talk to you.
In that moment they didn’t think you were worth their time, but by taking this approach you can turn the conversation back onto them.
1. Agree With The Prospect
“Yes of course, I can definitely send through an email.
What is your best email address?”
It’s critical that you agree with the prospect at this point. Key reason being it disguises the remainder of the strategy, as it keeps their guard down.
2. Ask Questions About Their Situation
“Now “XYZ” solution can help solve many business challenges.
Would you say “X” or “Y” is more of a priority for you at “123 business” right now?
Before giving them a call you would have known 1 or 2 value propositions relevant to their business.
This is where you label them, positioning yourself as an authority.
The tonality used needs to be in the Emphasising Tone. Learn more about that here.
Here you will know if you can shift the conversation back to a place of value.
That is to say, depending on their response you’ll get a gauge on if it’s appropriate to ask 1 or 2 more questions.
The follow up questions need to be centred around increasing the pain around their current challenge. At the same time it’s key you come across as empathetic to maintain your position of influence.
“Okay, so how long have you been trying to fix “123” issue?”
“That must be taking up quite a bit of your time”
At this point the prospect has committed more time and energy to the call – they are more likely to hear you out.
Be aware that In some engagements you won’t get to the next step.
The prospect will cut you off and at that point you’ll have to give them the information. Then send an automated follow up.
In the instance you have a genuine buyer, this is what to do…
3. Get Them Bought In And Schedule
“Your situation sounds a lot like “Similar Business” who I worked with recently.
They’ve been able to achieve “123 goals” in a short time span”.
“Understand you’re busy right now, but if I could put together a similar strategy for you should we make time in a couple of days to run through it”
“In the interim I will send through the information”
*Book in follow up meeting*
Using a similar business gives credibility to you and your company. If the prospect recognises the business this strategy will work very well.
Giving them a time frame to resolve their issue creates urgency in committing to another call – so keep the timeframe short.
Learn more about the importance of using urgency here.
You’ll find that, when executed correctly, more often than not the prospect will have a 10-20 minute conversation with you.
Along the way they discover that you aren’t trying to sell them something not suited to their situation.
In fact, you’re an expert and you can help improve their business.
This is the reason they stay on the phone. And also the exact reason they originally told you to send the email. They just didn’t know you were someone worth their time.
These strategies will help spin the conversation back onto the prospect, making them recognise the value you’re trying to highlight for their business.
This is always better than sending the email and losing the deal!