DUMOHome › Guides · Updated · By Kevin Lim, founder of DUMO Innovations
"Send me the brochure first": how to reply so it isn't a polite goodbye
What they meanOften a polite brush-off, or they don't yet see why it matters to them, or they need something to forward to the boss.
Ask first"Can, I send you now 🙂 We have a few packages, so I don't flood you with everything: is this for your new outlet or to replace the current system?"
Then send"I'll send it now. Can I call you Thursday 10 minutes, after you've had a look? Then I can answer whatever your boss asks."
Why sending the PDF and waiting goes nowhere
You've just introduced yourself on WhatsApp, or the customer called the shop. Two lines in, they say:
The most common reply:
Then nothing. Two blue ticks, no reply. A week later you send "Hi boss, did you get a chance to look?" and get ignored again. You did what they asked, but you handed them the easiest way to end the conversation without saying no.
What the customer wants when he asks for the brochure
- A polite brush-off. They're busy or not interested, and asking for a brochure is easier than saying no.
- They don't see why it matters to them yet. You haven't asked about their situation, so they can't tell if you're worth five minutes.
- They're not the decision maker. They need something to forward to the boss or a partner.
- They're collecting quotes. Three suppliers, one spreadsheet, cheapest line wins.
- They really want to read first. Some customers are careful. That's fine, as long as you know when they'll decide.
You can't tell which one from a single line. One question tells you.
Send the brochure, but not alone
✅ Say yes, then ask one question
You agreed straight away, so it doesn't feel like a fight. The question lets you send the one page that fits, and their answer tells you whether this is real.
✅ Send something short and specific, not the whole PDF
A busy owner reads three lines. They don't read 12 pages. Putting a number in front of them also gets a real reaction, even if the reaction is "so expensive ah".
✅ Book the next step before you leave
A time you both agreed means your follow-up is expected, not chasing. If they won't give you any time at all, you've learned something too.
The 3-line message to send with the brochure
Fill in the brackets from what the customer told you. Keep it to three lines.
Includes: [the 2–3 things they asked about]
Can I call you [day] for 10 minutes, after you've had a look?
Attach the full brochure underneath, for the boss. The three lines are what the customer will actually read.
Follow-ups that bring something new
| They say | Send this |
|---|---|
| Day 2, no reply | A photo of a real job you did: "This is a 2-outlet shop we set up last month, same package."Something they can picture, not "did you read it?" |
| Day 5, still quiet | A price for their exact quantity: "For your 15 staff it comes to RM450/month all-in."A number gets a reaction, even "so expensive ah". |
| "Boss still checking" | "Can I send your boss 3 lines directly, or join a 10-minute call with both of you?"Get closer to the person who decides. |
| Day 10, nothing | "I'll close this on my side first. If you need it later, just WhatsApp me."Makes "no" easy, and often gets an honest answer. |
Practise these replies on an AI customer that pushes back. Free trial →
Three brochure mistakes
- Sending the brochure and nothing else. Without a question or a next step, the PDF gives them an easy reason to stop replying.
- Following up with "did you read it?" Most didn't, and now they feel caught out. Follow up with something new: a price for their quantity, a photo of a similar job, or an answer to their question.
- Pitching everything in one long message. Ten features, three packages and your company history before they've told you anything. Wait until you know what they need.
What research says about questions and demos
No study looks at customers who ask for a brochure. The nearest ones below are hints, not proof.
- Send the brochure with a question. Researchers found that people who ask more follow-up questions are liked more (Karen Huang and colleagues, 2017, Journal of Personality and Social Psychology, doi:10.1037/pspi0000097). More in the "let me think" guide.
- A demonstration lowers the risk a customer feels. Heiman, McWilliams and Zilberman describe demonstrations and money-back guarantees as tools businesses use to reduce the risk consumers feel when buying. Demonstrations cost the seller less but give the buyer less information than a guarantee. A short demo or a photo of a similar job does more than a PDF to make the customer feel safe. The paper is a theoretical framework with market examples, not a test of WhatsApp sales chats. Amir Heiman, Bruce P. McWilliams and David Zilberman, 2001, Marketing Management Journal. doi:10.63963/001c.150795
- Practising brush-offs before it's real helps. A study of 18 B2B salesmen found structured practice helps newer salesmen build expertise (Daniel P. Köhler and Andreas Rausch, 2022, Vocations and Learning, doi:10.1007/s12186-022-09301-y). See how to set up practice for a team.
Practise it before a real customer
DUMO SALES is an AI sales coach for Malaysian teams. Your salesmen practise brush-offs like "send me the brochure first" on their phone, with an AI customer built from your own products and prices. It goes quiet if you just dump information, and opens up if you ask the right question. After each session, DUMO SALES analyses the conversation, scores it across 8 dimensions and coaches you on the line that decided the deal. Managers get a data-driven view of who needs coaching and which objections the team keeps losing on.
FAQ
Should I send the brochure when a customer asks for it?
Yes, but don't send it alone. Ask one question first so you can send the part that matters to them, and agree a time to talk about it. A brochure with no next step is usually the end of the conversation.
How do I follow up after sending the brochure without being pushy?
Follow up on the time you both agreed, and bring something new: an answer to their question, a price for their quantity, or a photo of a similar job. Avoid "did you read the brochure?", which only puts them on the spot.
What if the customer really just wants the information?
Some do, especially when they are collecting quotes for a boss. Send it quickly, keep it to one page or a few lines, and ask who else will look at it and when they plan to decide. Then you know when to follow up.