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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 15, 2017

How You Can Use Surveys to Attract Qualified Leads

How You Can Use Surveys to Attract Qualified Leads

I almost stopped reading this Strategy + Business article about PwC’s Strategy Profiler, thinking “this is one of those surveys—nothing new here.” And then I saw it … the big lesson for the rest of us.

Yes, everyone does a survey or uses an interactive tool nowadays. But look past the system and take a 30,000-foot view. This article does two things that drive potential clients to reach out:

• It breaks down a big topic (strategy) into bite-size pieces. Not only does it allow for self-diagnosis, but it also shows a lot of nuance. And check out the label for the best of the best: supercompetitors. Who doesn’t want to be that? Key message here: Even if you know which category you’re in, there’s still work to do—work that you need an outsider (people like us) for.


Listen: 2 ways to tell folks they need help without sounding self-serving


• It plants seeds to show urgency. This survey goes one step beyond by comparing scores. The “here’s how you measure against your peers” information is a great way to say, “You’re running behind the pack in these areas.” No one likes being behind. Now there’s a specific challenge to resolve.

Let’s take a page from their playbook. There’s no law saying you can’t educate and attract leads at the same time. Ask yourself: How do I help folks understand their situation better? And once they know their situation, do your best buyers know how you can help?


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.