A research survey is one of the most effective tools to build and sustain a sales pipeline. The Reason: A research survey gives a sales professional the opportunity to review the results with an interested prospect. In other words, a research survey generates “warm leads”.
What makes a research survey such an effective sales tool is that it taps into business professionals’ need for information. More specifically, it taps into business professionals’ need to know how their organization compares to their peers and competitors.
By tapping into this need for information, a research survey provides sales teams the opportunity to create a tool that qualifies prospects and provides survey participants value. The key to success is making certain the research survey provides mutual benefit to all parties AND is built around a product or service your organization sells.
Most business professionals know when they fill out a research survey, they will likely be contacted by a sales professional, which is a good thing because a completed survey is a measure of need and separates suspects from prospects.
Again for this to work, the key is designing a research survey around a product or service your organization sells, while making certain the topic is tantalizing enough for someone to want to complete the survey.
So, how does one go about designing a research survey?
Step 1: The process begins by recognizing a research survey is not a research study. A research survey is nothing more than a list of polling questions. A research survey does not need to be validated or certified by a third party like a research study. Anyone can create a research survey. You don’t need a PhD.
Step 2: Although you don’t need a PhD, you do need a good topic. You need to find a topic that is interesting, touches on a pain and a need for information, and relates to a core product or service you sell. This is the most difficult step in the process but one that can be overcome. We have never worked with a client that couldn’t come up with a good topic.
Step 3: The next step is to develop a survey questionnaire that supports the benefits and value of a product or service your organization sells. We aren’t saying you should “rig” the results. What we are saying is you need to include the questions that demonstrate the value and need for your products and services. You want to think in terms of pains. What are the pains your product or service is designed to overcome? Make certain to ask these types of questions.
Step 4: Once the survey questionnaire is ready to go, it is time to distribute the questionnaire to possible prospects. There are a number of ways this can be done. You can use email, newsletters, and social media channels. One of the most effective channels is LinkedIn. Also, don’t forget to include your current customers and previous customers. A research survey is an excellent way to engage customers.
Step 5: After generating the results, a white paper is created. A typical white paper is 5 to 6 pages long and summarizes the key findings from the survey. The white paper also creates sales collateral, which can be used to share with current and potential customers.
Step 6: Once the white paper is approved, the next step in the process is to distribute the white paper to the research participants and any potential prospects. This again can be done with email, newsletters, or social media. Don’t forget, someone who downloads the white paper is also a likely candidate and possible lead.
Step 7: The last step in the process is to follow up with anyone who completed the survey or downloaded the white paper to review the results and address any questions. What makes research surveys so effective is a sales professional has a reason to contact a prospect and have a “warm” conversation that creates the opportunity to asses the prospects need and decision making ability.
Research surveys are an excellent prospecting tool. However, they are only effective if the leads are followed up on.