The short answer
Usually a polite exit, occasionally a real policy. Ask what they would want the information to tell them. If it is an exit, give one line on what waiting costs them and ask again. If they genuinely need something in writing, send one specific thing and book the follow-up call in the same breath.
The example exchanges on this page use a seller offering a monthly service to the owner of a small business. Swap in your own offer; the structure holds.
What they actually say
The words change; the objection doesn’t. All of these belong on this page:
- “Just send me an email.”
- “Have you got a brochure?”
- “Put something in writing and I’ll look at it.”
- “Send me your prices.”
- “Drop me some info and I’ll get back to you.”
- “Email’s best for me.”
What it usually means
“Send me some information” is a request for a document that rarely gets read. The question is what it is standing in for.
A polite exit
The fastest way off the phone that does not feel rude. They have no intention of reading it.
How to tell: Said early, before they know what you actually do.
A genuine policy
Some businesses never agree anything on a cold call, or need everything in writing for their records. That is legitimate.
How to tell: They state a rule: “We don’t agree anything over the phone. Put it in writing.”
Busy now, interested later
They want to hear more but cannot talk now.
How to tell: They ask what the document will include, or give you their email address easily and specifically.
Something to show someone else
A partner or a boss needs to see it.
How to tell: “So I can show my partner.”
Shopping around
They want your prices to compare.
How to tell: “Just send me your prices.”
Prevent it earlier in the call
The best answer to this objection is usually given before it is raised.
Open honestly
An opener that admits it is a cold call and asks for thirty seconds earns more time than a disguised one. People who feel tricked reach for the fastest exit.
Make the first minute about them
A specific, relevant question about their business beats any description of yours.
Never offer information yourself
“I can send you some information” hands the buyer the exit. If they need something, let them ask.
The core move
Whatever style you sell in, the skeleton is the same.
Acknowledge it
“Happy to.” Refusing makes you look like you have something to hide.
Ask what it should tell them
“So I send the right thing, what would you want it to show you?” Their answer tells you which of the five you are dealing with.
If it is an exit, one line on waiting
Connect it to something they said: “You mentioned evenings are when you miss calls. That’s this week too.” Then ask again, once.
If it is genuine, send one specific thing
Not a brochure. A short note that answers the question they just gave you.
Book the follow-up in the same breath
“I’ll send it this afternoon. Can we talk Thursday at ten once you’ve read it?” No time means no follow-up.
Accept a second no
If they decline again, it stands. Send nothing unasked.
How each style handles it
The selling styles in Coach agree on the skeleton and disagree on almost everything else: tone, pace, and how hard to push. Here is the same objection through four of them.
Direct Close
Direct Close does not accept “send me info” as a brush-off. One line on what waiting costs, a re-close, and a second no stands. The one exception is a real written-material policy: then a short, approved one-pager is the right move, on their request only, with a review call booked at the same moment.
Example
BuyerJust send me something over email.
SellerI can. Before I do, you said you miss most calls while you’re on jobs. That’s happening this week too. Shall we sort it now instead?
BuyerNo, honestly, I don’t agree anything from cold calls. It has to be in writing.
SellerThat’s a good rule. I’ll send a one-page summary today. Can we look at it together on Thursday at ten?
Why it works. It tests whether the request is an exit, and respects it immediately when it is a genuine rule.
Where it breaks. Pushing past a genuine policy destroys trust. The second answer tells you which it is.
Permission & Disqualify
Permission & Disqualify never argues with a brush-off. It offers multiple choice instead, including an honest exit, so the buyer can say what they mean without awkwardness.
Example
BuyerSend me some info and I’ll have a look.
SellerI can. Can I ask honestly: is that a polite way of saying no, or would you actually read it?
BuyerHa. Probably a polite no, if I’m honest.
SellerAppreciate that. Is it that it’s not relevant, or just not now?
Why it works. Buyers respect being asked directly. Many answer honestly, and an honest no is worth more than a fake maybe.
Where it breaks. Tone matters. Asked with a smile, it is disarming; asked flatly, it can sound like a challenge.
Answer-Led Questioning
Answer-Led Questioning goes after what the request means to the buyer. Every question is chosen for the specific answer it needs to produce: here, what the information would have to show.
Example
BuyerCan you just email me something?
SellerSure. What would it need to show you for it to be worth reading?
BuyerWhether it would actually get me more jobs.
SellerMore jobs. How many are you getting from enquiries right now?
Why it works. The buyer’s answer becomes the next question, in their own words. The call carries on, and it is about them.
Where it breaks. If the buyer genuinely has to go, let them go and book the time.
Ethical / Consultative
The consultative style takes the request at face value when it is genuine, sends something useful and specific, and agrees when to talk. It never uses the document as an excuse to chase.
Example
BuyerI’d rather read something first.
SellerThat’s sensible. What should it cover so it’s actually useful to you?
BuyerWhat it costs and what I’d need to do on my side.
SellerI’ll put exactly that on one page today. Shall we speak on Friday once you’ve had a look?
Why it works. The buyer gets what they asked for, not a sales pack, and a clear point to continue.
Where it breaks. Without the booked time, it becomes one more unread email.
Mistakes to avoid
Sending the standard brochure
It answers questions they did not ask and ignores the one they did.
Offering to send information yourself
It is the easiest exit you can hand a buyer.
“Just checking you got my email”
A follow-up with no reason. It adds nothing, and it signals you have nothing else to say.
Refusing to send anything
It looks evasive, especially to a buyer with a genuine policy.
Sending without a booked time
The document arrives, gets skimmed, and the conversation never resumes.
Arguing with the request
“Information won’t really help you.” You are telling the buyer what they need, which is the fastest way to lose them.
When to stop
If they decline twice, or tell you plainly it is not relevant, thank them and end. Do not send anything they did not ask for, and do not add them to anything.
Practise it with Selly
Reading about an objection and answering one out loud are different skills. Three short reps:
Rep 1: what should it show?
Choose Answer-Led Questioning. When the buyer asks for information, ask what it would need to show them, and build your next question from their exact words.
Rep 2: the honest question
Choose Permission & Disqualify. Ask, warmly, whether the request is a polite no. Practise the tone until it sounds curious, not accusing.
Rep 3: the genuine policy
Choose Direct Close. When the buyer states a real rule about written material, agree immediately and book a time in the same sentence.
What Selly scores: In Direct Close, ending a call with “I’ll send you some information” scores near zero on the close. In every style, a claim you cannot back up, in the call or in what you promise to send, fails the call.
Questions
Should I ever send information?
Yes, when the buyer genuinely needs it, for a policy, a partner or their records. Send one short, specific thing, and always with a booked time to discuss it.
What should I send?
A single page that answers the question they gave you: what it costs, what they get, what they need to do. Not your full sales deck.
What if they insist?
Send it. Insisting twice is a clear answer. Ask for a time to follow up; if they will not give one, you have your answer.
How do I follow up after sending?
At the time you agreed, with a reason: “You wanted to know what you’d need to do on your side. Did the page answer that?”