“The only leave behind you need is your goodwill.”

One of my clients was talking about their cold calling process.  Part of the process was to leave behind a brochure to pass on to the decision maker if they were not in or available.  After a bit of a discussion, the client asked me, “what do you think we should leave behind?”

My answer.  “Nothing”

1. Brochures are not a substitute for conversation.  Brochures do not engage a disinterested party in a productive discussion.  Also, they are not a substitute for an effective introductory informational exchange with a cold, unknown prospect.  If you want to leave a brochure behind after the conversation takes place that is your choice — though I do not recommend it.

2. Brochures are expensive, unproductive sales tools.  As expenditures go, nothing is more over-rated as a sales tool than a brochure. Leaving a brochure at the reception desk is like throwing it in the garbage can.  If your sales professional was paying for each brochure he handed out, he would never simply leave one at the front desk.

3. Brochures tag your sales people as “peddlers”: Nothing says “salesperson” more than a dumped brochure.  In this climate, business owners do not have time, interest, or patience for salespeople who simply want to sell something.  Leaving a brochure behind screams “salesperson!”  The brochure leave behind kills any hope of presenting yourself as anything other than a peddler.

You want to make an impression when you make a cold call?  You want to give them something to remember you by when you visit again?  Make a connection with the receptionist.  Turn that person at the front desk into a fan of you.  Make them smile.  Make them sense your ability to connect and build trust.  Let them see you at your professional best.  When you leave behind nothing but your goodwill you will have made the impression that will increase the potential for you to get in front of the decision maker next time.

The only leave behind you need when cold calling is your goodwill.  Leave the brochure behind in the trunk of your car.