E-mail or Web-based surveys and polls can be highly effective tools for introducing your existing customers or sales leads to a product or solution. To compel people to take part in your survey or poll, offer a free, small gift like a $5 gift card, or the chance to win a quality, high-end gift. You may even offer people more chances to win a high-end gift for every colleague that they refer to your survey or poll.
Surveys and polls can help you pinpoint the areas in which your customers and sales leads truly need assistance as well as the level of need or desire they have for your product or solution. They help you qualify and score leads. More importantly, they give your sales team members and/or telemarketers valid reasons to follow up with customers and leads and set new sales appointments.
It is much easier to set sales appointments when you already know the challenges the lead is facing and that the lead has already expressed a certain level of interest in what it is you have to offer. There’s a big difference between calling up a lead and saying, “I’d like to introduce you to our new product,” and saying, “I noticed that you recently filled out our survey and cited the lack of useful data you’ve been getting from your current telecommunications provider as a problem.” The first opener is obviously leading to a pitch. The second opener identifies the lead’s problem and presents the lead with an opportunity to voice his or her concerns.
Saying something like, “I noticed that you recently filled out our survey and cited the lack of useful data you’ve been getting from your current telecommunications provider as a problem,” and giving the lead to opportunity to voice challenges and concerns, can open the door to a truly meaningful conversation. It can also give you a casual opportunity to sympathize genuinely with the lead—and set the appointment. A good follow-up statement to your opener may be, “It’s been a horrible problem for a lot of our customers, which is why we’ve developed ABC Solution. I can set up an appointment to discuss how to help you get useful data on Thursday or Friday this week. Which day works better for you?”
The biggest mistake companies make after they spend time and resources on creating and conducting surveys and polls is not using the responses they receive to drive sales. Analyzing survey and poll responses in order to obtain relevant market information is only valuable when the market information gained is applied. Use your analyses to generate new sales strategies and scripts and to set new appointments, and you’ll put yourself in the position to get an impressive return on your investment in survey and poll conducting.