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He said… I just started my own consulting business and while researching, thinking and creating my sales strategy I came across your blog post of 25,000 email campaigns. Really good stuff my man!

So far, the cornerstone of my sales strategy has been an extensive questionnaire that I send to a potential customer during the sales process. The assessment provides a complete picture of the company and asks compelling questions that reveal in which areas the company is doing well and in which areas the company can immediately improve and optimize. The questionnaire components include the owner's background, the company's background, past sales, customer base, and every traditional and online marketing pillar there is (SEO, PPC, email, social, affiliates, strategic partners, customer referrals, analytics, video, mobile marketing, competitive intelligence, etc.)

Do you have such a process where a customer fills out a questionnaire about their business? Why or why not. If you had an effective assessment that helped the customer gain clarity about their business and see your value in helping them grow, what would you bring to your email sales process?

I said…I'm very happy to hear that you found value in the 25,000 email campaign post.

Regarding your question about questionnaires/assessment forms… yes, I use them. I think they are very important.

If at all possible, I recommend asking the prospect to complete the form before the free consultation.

Here's the easiest way I can do that: Have your follow-up series explain the benefits, with each message leading to a questionnaire.

Sample flow:

Run an advertisement — consult the registration page for free — 1st major benefit of your service (link to questionnaire) — 2nd major benefit of your service (link to questionnaire) — 3rd major benefit of your service (link to questionnaire) — 4th major benefit of your service (link to questionnaire) — 5th major benefit of your service (link to questionnaire)

Each follow-up can be a video, blog post, or just a well-explained email. Most importantly, focus on the benefit (what they get) rather than your service (what you do).

And that started a GREAT conversation. Be sure to check it out.

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