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Using A Survey To Sell Your Service

by chaotic squid
11 replies
Hey everyone,

Was wondering if anyone has ran a customer survey with the purpose of demonstrating/proving that your service would benefit the business your targeting?

Essentially, I would create a short survey. Go to the local business I'm targeting and get permission to pass out surveys outside to customers. The survey would then ask customers if they believe the service would benefit them (as customers) and help improve the business.

I would survey about 30-40 people and analyze the data. If the data proves to be favorable with a high percentage of customer liking the new service I can put that together and use it as a way to sell the business owner on the service based on data directly from their own customers.

Was wondering if anyone has any experience doing something like this and if this could work? Any issues or things I should be aware of before doing something like this?

Would appreciate any help and input, thanks!
#sell #service #survey
  • Profile picture of the author marciayudkin
    Just wondering why the service is so hard to sell directly.

    Seems like you need to find out what's keeping the business owners from jumping to hire you without the customer survey. I'm guessing they have other concerns and objections, too.

    Marcia Yudkin
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    • Profile picture of the author chaotic squid
      Originally Posted by marciayudkin View Post

      Just wondering why the service is so hard to sell directly.

      Seems like you need to find out what's keeping the business owners from jumping to hire you without the customer survey. I'm guessing they have other concerns and objections, too.

      Marcia Yudkin
      Maybe they're not sure if their customers would value the service. Could have an issue with price. A lot of business owners get stuck in their own way of thinking but by providing data to back up your claims you can get them to believe or see beyond their own reasoning.

      Not to mention, it helps show them that I'm wiling to go out of my way to better prove the effectiveness of the service.
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      • Profile picture of the author professorrosado
        For the same reasons, you will find resistance to your plan. However, there is no reason you can't do the survey yourself to their market / customers and then approach them with the already done survey which you can offer to them as part of your retainer as a consultant.

        Using the facts you found with your survey, you can then entice them by specifically referring to (but not disclosing) the revelations showing that they are losing money, not satisfying their customers completely / adequately, or that customers are expressing a low level of fidelity or know of people that rather go elsewhere (similar to political polling), and educating them on what you can bring to the table that will address these issues.

        Surveys like these have performed greatly in the insurance and other financial product/services industries.

        Now for the zinger! If they have competitors, then in your offer you can indicate (politely) that if they choose not to use this valuable information, you will be free to offer it to their competitors. Which of course, you can and should!
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  • Profile picture of the author helisell
    We once did a survey like this for a major motor manufacturer.

    We were offering sales training so the questions were geared
    towards the 'customer visit' experience.

    It was a post visit survey (after they left the dealerships)
    and it was a game changer for us. The data opened up a lot
    of opportunities.

    Do what the prof said above. Go for it.
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  • Profile picture of the author MaxwellB
    It's not a bad idea but a major issue is people buy based on emotion and shop based on logic.

    You might be able to get someone interested with data and logic but people buy because of a compelling emotional reason that has nothing to do with data and numbers.

    Also what is the service? Is the service surveys themselves? Also consumers wants/needs are not the same as business owners, so if you showed a business owner the data again, not enough emotion, their desires and what drives them is nothing like the priorities of the consumer.

    At the end of the day we're all selling something, there's no short cuts. There are ways to get in front of more people and more interested prospects but there is no shortcut rather than just say "hey look this is the problem I solve for you, this is how I do it, do you want it?"
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    • Profile picture of the author helisell
      Originally Posted by MaxwellB View Post

      . There are ways to get in front of more people and more interested prospects but there is no shortcut rather than just say "hey look this is the problem I solve for you, this is how I do it, do you want it?"
      It was the data that shows them that they actually have a problem that can be solved.

      Until we did the surveys [and presented the data], motor dealers always said that their problem was 'footfall'.

      The data we presented showed them that footfall was the least of their problems, it was what happened to the customers when they entered the premises that was the problem.

      In this instance it was very easy to get the emotion going....'so can you see Mr Dealership Owner....if we can show you how to get 25% more sales with the same footfall you have now, can you see how much money you'll save on advertising and how much you'll make from the extra sales....They sat up and took notice then ;0)

      In my experience actual survey results are a great way to highlight a problem which you can then offer to solve.
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      • Profile picture of the author ewenmack
        Yep, the raw data and facts used to trigger the gut emotion.

        Lowes just announced they are opining up in sleepy town.

        Independent hardware store owner feels sick.

        You ask which are the two biggest competitors to a alpha male budiness owner and he'll tell them then blurt out all the nasty things about them.

        Now he is hot and ready to do some form of marketing to beat them.

        That's his pre existing motivation.

        Harness it.

        Best,
        Ewen
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        • Profile picture of the author gjabiz
          Originally Posted by ewenmack View Post


          pre existing motivation.

          Harness it.

          Best,
          Ewen
          Thanks Ewen,

          Triggered a chain of thought which led to an Ah-Ha moment.

          I believe it will remove need for persuasion. And it ain't: "more business/more customers", which 99% offer or try to sell.

          Great stuff. THANKS

          gjabiz
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  • Profile picture of the author chaotic squid
    Great, thanks everyone for the feedback. I'll have to figure out what my next moves will be.
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  • Profile picture of the author fred104
    Actually, this is really a good start of doing such. Well, I used to have or conduct survey to people before I am going to start my business because i want to make sure that in the future majority agree on what I am doing and how it works.
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  • Profile picture of the author FemaleAddadotcom
    it would work but only if it is not the sole point of your selling strategy.
    a survey could very well back your usp, it also shows the inclination of other consumers towards your product.. so it will work very well as an aid.

    you can carry out the survey yourselves.. and make video of it if possible.. also do not ask too many question. 3-4 ques would be enough for making your point.. and getting the desired value.. also getting other opinions right there and then will help you refine your sale strategy
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