3 Tips For Using Polls And Quizzes In Sales Relationship Building
Your prospect is a buyer at Microsoft, responsible for purchasing networking hardware and supplies. You aren’t absolutely sure what devices that buyer needs today, but your research narrows it down to three possibilities. You reach out with a friendly email, pass along some resources and ask the buyer to let you know which information is most relevant to their needs. This initial contact, you hope, sets off a series of interactions, resulting in sales relationship building.
The buyer skims through your content, starts to hit “reply” … and hesitates, just for a moment. A steady stream of other emails demands the buyer’s attention, slowly burying yours. You wait … and wait … and wait.
No matter how well you keep up your side of the conversation, if you fail to get a response, there’s no sales relationship building. Fortunately, collaborative tools help you to spark that initial back-and-forth. Encourage prospects to respond by providing quick polls and quizzes with easy, yes/no answers, “like” buttons and space for quick comments.
Now, imagine approaching that Microsoft buyer again, but with a streamlined, efficient means for providing feedback. Instead of having to hit “reply” and respond via email to the resources you sent, the buyer uses a few clicks of the mouse to tell you, “I’m currently interested in this, and not interested in that.”
Another way to encourage quick feedback is through a simple poll. Including a short poll as part of your sales team’s outreach process helps you get a little information from the prospects, without demanding much time or effort of them. The prospect answers your questions by clicking “yes” or “no.”
This efficient communication offers advantages for both the seller and the prospective buyer. It’s fast and easy to get your point across and move the conversation along. The risk, also, is low. If the prospect doesn’t respond, there’s no great loss to the sales team.
Keep these three practical tips in mind when using polls and quizzes for sales relationship building.
- Use polls and quizzes strategically: As with any sales communications, take a methodical approach when contacting a prospect with a quiz or poll. Ideally, these tools should be just one element (and perhaps a very early one) in your larger process for sales relationship building. Just like you wouldn’t overwhelm a prospect with phone calls, establish a sensible “frequency per prospect” when requesting this kind of real-time feedback. Depending on your industry and business needs, you might only use a poll once in the sales cycle; in a longer cycle, you might develop a short poll for each phase of your sales process.
- Keep it short: When asking for quick feedback, limit your quiz or poll to perhaps three or four questions. Present it to the prospect as something they’re able to knock out in five minutes or less. Sending an overly long list of questions creates a negative sense of obligation, and the perceived time commitment may prevent the prospect from even getting started. Remember, your goal is a quick touch point that supports ongoing sales relationship building. Don’t try to get every question you might have answered at once.
- Maintain the momentum: When encouraging prospects to send you real-time feedback, salespeople also need to prepare to hit this real-time response frequency. By responding quickly to feedback, your odds of success increase. The longer you wait to follow up on a lead, the more those odds tend to dramatically decrease.
The Tellwise Nutshell (TTN): Asking for feedback used to mean trying to get a prospect to reply to an email, and write back at some length. Using polls or quick feedback buttons is more effective because they make responding easier for the prospect. It’s advantageous to both the seller and the buyer to make feedback as fast and easy as possible.