We were discussing the use of surveys for successful lead generation. Wording your questions properly and putting them in a specific order is important.
Here are some hints on creating successful surveys (studies):
1.) Keep the survey/study to 10 – 14 questions which take less than 3 minutes to answer.
2.) The first question needs to be a “lead in question.” It should be a natural progression to what was said or written before. If possible, it is best if it is a “yes/no” question with the natural answer to be “yes.” The prospect should not have to think long or hard to answer it.
3.) The second, third and fourth questions should also be easy ones for the prospect to answer. They should in no way seem “nosy” or “sales-y.” If they require a “yes/no” answer, it is best if 90% of the time the answer is “yes.” Starting a survey/study off with a “no” is not good.
If these questions are not ”yes/no” questions, it is best to make them multiple-choice. This keeps the prospect from having to think too hard, but giving them choices will engage them. Getting them engaged early in the survey is key. Engagement happens when they feel “good” about answering the questions… so taking the “research” approach most often works best – with some general questions about the purpose of the study.
At least by the third or fourth question, you should begin to feel comfortable asking questions that directly relate to your need of finding out information that will help you determine whether or not this prospect is a good prospect for you.
4.) The next five - seven questions should relate directly to uncovering pains, determining if/how you might be able to help the prospect. But, they need to be worded in a way that you don’t seem like a salesperson. TRULY, you are trying to determine if how you can help.
5.) The final questions should help close in on level of interest… they might be:
- If there would be solution to ___________ – over the next two weeks – would you have 15 minutes to discuss this?
- Assuming there would be a system that would solve some or all of ________________, how much would it be worth to you? Could you budget… (Give multiple choice ranges of $ amounts for budget)
- Ok, I’ll will pass this information along to the research team. If they have a couple more quick questions or if someone sees there is a potential fit, in the next few days, would it be ok if they give you a quick jingle?
- Would you possibly be interested in taking 15 – 20 minutes to see a demo/webinar that shows how a system might benefit a _____________ such as yours?
These are some ideas… the important thing to remember is to be very careful not to come across as a salesperson. Think about how you would like to be surveyed if you were in the prospects shoes. The other important things is… get in the frame of mind that you truly are looking to help and to do that you are uncovering needs.
If you have any questions, please feel free to contact us!