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How to Use Surveys for Sales


You may think that market research initiatives are reserved only for use by the marketing department or product development team. However, surveys are an effective way to gather information about current and potential customers’ needs. They also serve as a tool to engage and gather important customer data that you can use to formulate sales strategies.


A survey is a creative way for your company to generate more sales leads. At the end of the survey, capitalize on the opportunity by asking your respondents if they would like to receive additional information about a product/service or redirect them to a special landing page on your website. It’s important to use the survey to capture as much contact information as you can in order to gently guide prospects into your sales funnel.


In a study by Rice University Professor Dr. Paul Dholakia and Dr. Vicki Morwitz, they found that the simple act of asking customers how a company was performing resulted in a 50% increase in customer retention. Your work is not done once the sale closes, it’s important to take advantage of the opportunities provided by new and existing customers as it costs much less to create an additional sale with them versus a brand new prospect.

According to Parature, poor customer experiences result in an estimated $83 Billion loss by US enterprises each year. By automating the evaluation of your sales activities, performance and effectiveness, much of this loss can be mitigated.

8 Survey Development Tips from SurveyMonkey:

  1. Have a clear goal in mind before you ask questions. What information are you trying to collect?
  2. Be considerate of your users’ time. Don’t ask them to spend 30 minutes taking a survey. Determine a few critical data points for your business.
  3. Establish flow. Help your users recall their experience by ordering questions so that they follow the flow of their initial experience.
  4. Ask good questions. Good questions are relevant, clear, brief and specific.
  5. Use the appropriate question type. Limit your use of open ended questions as they take a lot of time to complete and are often skipped.
  6. Test your survey. Before deploying it to customers send it to friends or family members and ask for honest feedback and for any potential ambiguity with questions and formats.
  7. Provide a small incentive. Get better participation by offering a small coupon or other incentive for completing the survey.
  8. Survey regularly. Surveys are simply a snapshot in time. To get real value from them it’s important to survey your database regularly to see if changes you made to previous feedback is working.

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