The Challenge:
We’ve all been there - you’re eager to impress a prospect, so you unload your pitch deck, product sheets, case studies, and videos in the very first meeting. You leave thinking, “I nailed it.” But the follow-up never comes. Why?
Because when you spill all your “candy” upfront, the prospect believes they already have everything they need to make a decision... without you.
Why Oversharing Hurts You
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No reason to meet again. Once they have the materials, the urgency to continue the conversation evaporates.
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Loss of control. Prospects interpret your content on their own—without you to clarify or frame it.
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Commoditization. By leading with collateral, you make yourself indistinguishable from competitors with similar handouts.
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Wasted time. Every packet, link, or deck you send without context takes you away from actual selling conversations.
What Works in 2025
Today’s buyers crave clarity, not clutter. They’re flooded with content and don’t have time to sift through 50 pages. Instead:
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Guide the conversation. Start by asking questions that uncover what’s really important to them.
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Be selective. Share only the insights, case studies, or data points that connect directly to the need they expressed.
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Use collateral as support. Send materials after the conversation, not before, and only to reinforce specific points.
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Position yourself as the filter. Your role is to make decision-making easier, not harder.
The Takeaway:
Prospects don’t buy sales literature, they buy solutions to their problems! The more you share without context, the more you risk losing influence over the process. Keep the candy in the bag until the right moment!
Good Selling, Great Leading! – The MCG Team
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