Secret to B2B Lead Generation: Authentically Surveying Prospects

Posted by Helen Steidinger on Sat, Dec 03, 2011 @ 11:12 AM

Once you have a good list of potential prospects, it is critical to learn as much as possible about them so that you can help them.

tele-marketing-resized-600[1]Think about it… If you know what their pains, problems, concerns, and issues are in the area of your expertise… how easy would it be to put together a plan to show them the value of your product or service.

The quickest and best way to get this information is to launch a B2B lead generation tele-marketing research campaign.  If you sell a product or service that can be sold nationally or regional, that is all the better.

Develop a survey that fits your target market and will provide valuable information… not only to you but also to your target audience.

In developing the survey questions, your first few questions should be a very easy-answer (preferably a “yes”).  It should be something non-threatening, almost a “no-brainer,” and it should allow you to establish a good rapport with the prospect.

Next, ask some questions that will help you “segment” the prospect into areas so that you know which level/tier of your product/service that might best fit them.

Next, outline 3 – 4 benefits/solutions that your product/service provides and zero in on the specific “pains” it solves.

Then, ask a question for each pain, maybe have them rate their pain on a scale of 1 – 5.  If possible create questions that are easily understood and use the “jargon” of your target audience.

Finally, the last question should ask their level of interest in a solution to some or all of these pains.  Wording is critical here…

In my next few posts, I plan to delve into ways to get the survey to your prospects, the wording of the survey questions, and the script.  Ultimately, though, you want to have 14 or less questions in the survey.  It should only take 1 to 2 1/2 minutes if possible, unless you have a way for them to interact visually.

Being authentic and genuinely interested in helping them find solutions to their problems is very key.  Surveying them can help accomplish this!

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