Prospecting quiz
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1. What is a QUIZ?

The principle of the QUIZ, otherwise known as self-diagnosis, test, evaluation... depending on the circumstances in which it is used, is to offer your website visitor the opportunity to become more knowledgeable by answering a series of questions which, at the end of the form, will allow them to access useful information:

  • personal assessment of a given subject;
  • finding a solution to the problem that led them to your website;
  • discovering your position in a scale of values to be determined...

It's fun, simple and useful.

At the end of the questionnaire, the customer receives a useful piece of information by email or discovers it on the screen. This is a QUICK WIN - a quick win - which brings an immediate benefit that the customer didn't have to pay for.

You've heard of quizzes, and you've probably already used them in your personal and/or professional life.

Here are a few examples:

      • Evaluate your work/life balance.
      • Find out how much you need to save for a successful retirement.
      • Your IQ in 25 questions!
      • Rent or buy? Find out which option is best for you in 15 questions!

2. Quiz: what's in it for B2B?

When we talk about QUICK WIN, one of the main motivations for Internet users completing a quiz is to discover the result: this is a decisive factor in lead acquisition.

You offer your visitors the opportunity to gain know-how by giving them access to information that will enable them to move forward with the project for which your company could be a potential supplier.

And for free. Well, not quite...

To find out the answer to the quiz, your visitor will have to :

  • answer questions ;
  • share your contact details to receive your results or additional relevant information.

And that's what QUIZ is all about: enabling you to obtain relevant information and the contact details of highly interested prospects, thanks to a tool that enriches the prospect with useful information while enriching your CRM with a high value-added contact base.

It's a digital variation on the golden rule of Givers Gain ("Those who give, receive"): first I give added value, then I receive the same in return.

3. The implementation principle and process

Remember that visitors to your website are looking for a solution to a problem they're having, or to satisfy a desire they have.
You need to approach the creation of quiz questions with empathy, talking to them about their problem and/or desire, because that's what interests them and what leads them to take action.
Don't make the mistake of talking about your products and about yourself, when the prospect isn't yet interested in who you are, but rather in the solution that will satisfy his need.

Example: a company fleet dealer decides to enhance his website with a quiz, avoiding at all costs talking about his vehicles (this is the role of the company's sales staff) but focusing on the transport problem the prospect wishes to address.
The title of the quiz is "Discover the average monthly budget for your company fleet".

  • The alternative question
    Ask questions with pre-established answers.
    There are different formats for alternative questions: choice list with single answer, choice list with multiple answer, scaling, choice list with conditional display (answer options depend on questions asked beforehand).

Dealer example:
Do you want to equip vehicles for goods / people / both?
Which vehicle fleet size best suits your company? 1 to 5 vehicles / 5 to 10 vehicles / more than 10 vehicles

  • The closed question
    This is the question that necessarily leads to YES or NO (or MAYBE) answers.

Dealer example:
Do you already have a fleet of vehicles? YES/NO

The other question formats detract from the quiz concept, as they are more difficult to associate with scoring.

  • Level 1: Allow visitors to specify the problem they have
    You're selling a product or service.
    Start with the problem solved by your product and ask the questions that will enable the web surfer to share his problem with you.
    The aim at this stage is to implicitly make the surfer understand that his problem is important to you, and to give him the feeling that he's being heard because he's being questioned on a subject that's important to him.

Dealer example:
Your vehicle management is currently :
1: chaotic: manual processing and loss of information
2: time-consuming: it works, but takes up too much time
3: unprocessed: to be implemented, but we're procrastinating
4: to be optimized: I think we can do better

Conditional question on answer 4:
Which topic(s) would you like to improve?
1 : better financial ratio
2 : better vehicles at equivalent cost
3 : more service
4 : other
5 : don't know

  • Level 2: Refine your prospect's buying criteria
    Once you've identified the customer's problem, ask questions about the prospect's buying criteria.

Dealer example:
Ideally, when would you like to have your car fleet available?
1 : Within a month
2 : Between 1 and 3 months
3 : More than 3 months

  • Level 3: Ask arbitration questions
    You've reached the final questioning phase of the quiz, and you need to ask arbitration questions that categorize the prospect into segments useful to your company's sales force on the one hand, and generate a specific response at the end of the quiz on the other.

Dealer example:
Does your fleet have to be hybrid/electric?
1 : Yes - it's mandatory
2: Yes - why not?
3 : No - I don't want this type of fleet
4 : I don't know yet
Depending on the answer, the dealer knows whether to exclude his hybrid/electric range from the quiz answers, and the sales force can identify the opportunities to be offered at the end of the quiz.

  • Level 4: Create a scoring table for each type of question
    For each question, and especially for each answer, create a table and assign one or more points. In this way, you create a scoring rule that defines the quiz answer.

Dealer example:
10 questions asked
25 possible answers
The quiz scores each participant from 0 to 25.

  • Level 5: Create result scenarios
    Segment the quiz evaluations - i.e. the scores obtained - into groups, and for each group, decide :
    the answer to appear at the end of the quiz (or to be sent by email)
    which additional information to share with the prospect
    sales campaigns to be launched with the prospect by the sales force

Dealer example: a user has completed the QUIZ and scored 12/25, at the end of the quiz he sees the following message: "Your monthly budget to consider is between €10,000 and €12,000 per month."

  • Level 6: go further and manage customer relations post quiz
    By proposing a quiz, you position your company as an expert on the subject being addressed, and guide the surfer towards a solution by providing useful insights.

These are ideal conditions for gaining the trust needed to convert a prospect into a customer.

Once you've completed the quiz, don't delay in continuing the conversation with the user by :

  • sending useful messages associated with quiz answers;
  • by contacting him to move forward with your project, from information to conversion.

4. How can VTIGER help me with this project?

With Vtiger, you can :

  1. Host quizzes on landing pages created in the CRM - you don't have to host them on your website alone;
  2. Directly integrate all quiz participants into your contacts;
  3. Create deals based on Quiz results or certain collected answers;
  4. Send personalized email messages to quiz participants;
  5. Create tasks for sales force employees based on quiz entries;
  6. Get reports on the number of quizzes completed and the resulting interactions.

SUMMARY

  • The quiz is a highly qualitative lead capture tool geared towards customer relationship management;
  • Quizzes are the perfect complement to contact forms and natural and paid search engine optimization;
  • Creating a quiz with customer-oriented questions and answers is essential for successful B2B prospecting;
  • Don't sell with a quiz, help the web surfer manage his or her problem by providing a useful and unconditional insight;
  • Don't stop at quiz participation, create interactions and systematically follow up with participants by email and telephone to convert your prospects into customers;
  • Rely on Vtiger CRM to automate customer relationship management and provide useful reports.

Does the idea of a quiz appeal to you? OPEN CRM Solutions offers free coaching on the subject.

Sign up for one of our online sessions and activate your digital sales potential.

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