Putting barriers between you and a prospective customer or client

It always amazes me that companies will put barriers between them and a prospect. One of the most common is forcing them to provide contact information before allowing them to download a brochure (even if you call it a white paper). If you really believe that a prospect will think more highly of you after they have read it, why create a disincentive? You should want to get it into as many hands as possible. Prospects want to buy! They would not be looking otherwise. So it is important to streamline the process by stripping out the obstacles in the way. Allow the prospect to buy by putting them in control of the process.