SURVEY MARKETING
Sometimes, it pays to just ask

 

As marketers, we spend a lot of time wondering what our customers and prospects are thinking and how they will respond to our planned promotions. 

• Which product feature or benefit is most important to my audience? 
• How will our service improve the way they are currently operating? 
• What product or service are they currently using and are they willing to change?
• How frustrated are they with their current product or system?
• How price sensitive are my customers or prospects?
• How does their buying process work?
• How satisfied are my customers with our service?
• What areas need improvement?
• Do our customers have any unknown frustrations with our product or service?

One very simple way to get these answers is with a marketing survey. 

We create both direct mail and on-line surveys for three purposes:

• Lead Generation (to rented lists)
• Lead Qualification (to previously developed leads)
• Customer Satisfaction (to existing customers)

 

Lead Generation
One of the more successful techniques for generating sales leads is through a lead generation direct mail survey.    Instead of a more traditional mailing which focuses on a particular product/service or offer, we use the mailer exclusively to ask questions.   

And unlike conventional market research surveys, lead generation surveys are NOT anonymous.  They are pre-addressed and the responses are directly attributable to the respondent … so they become leads, not just numbers.

This package typically includes a 2-page survey with about10-15 questions along with a cover letter, outer envelope and reply envelope.

We can help you create this package – developing the questions, writing all the supporting copy, designing all elements and managing the entire production process.   Much like any direct mail program, we can also help you with list research/acquisition, printing, mailing and response analysis. 

 

Lead Qualification
Lead Qualification is a key part of the sales process that is routinely, but informally, done by sales reps during follow-up sales calls.  But sales reps are not always able to get through to everyone and they don’t always ask all the critical questions. 

By adding a Lead Qualification survey to the sales process – using mail, email or a dedicated phone call – we can improve the percentage of leads that get qualified. 

Our Lead Qualification surveys collect the usual BANT information (budget, authority, need, timing), but can also be adapted to your unique sales needs.

 

Customer Satisfaction
Many companies talk about doing a Customer Satisfaction survey but seldom get around to it.  Those who do may collect information and even read it, but seldom act it. 

One of the problems is that these surveys are often anonymous so that respondents feel free to express their opinions.  While this approach makes senses on one level, we think it’s much better to know how specific customers feel about the our product or service. 

We want to know what they like and what they don’t like – so we can be pro-active and respond directly to their complaints or concerns … and hopefully avoid a departure by that customer.

Too many customers leave without any understanding as to why.  Sometimes it’s just a change in direction or priorities.  But sometimes it’s because of a specific problem that was never addressed.

With a Customer Satisfaction survey, you will have market research data but, more importantly, you will be solving problems and preventing customer losses.

 

Let’s talk

As a first step, we’d like to hear about your business and what challenges you’re facing when it comes to marketing.  Call us and let’s get acquainted.  There’s no cost or obligation involved.  Call 508-473-8643.  If you happen to be located in southern New England, we can probably meet face to face.  We are located in Milford, MA – centrally located between Boston, Worcester and Providence.