Surveys are great tools to use in the right situation.
Surveys are, in fact, a great tool to use if you are looking to generate leads for your business, or if you are offering a wide range of products and/or services for sale.
The purpose of the survey is simply to ask your prospect what he/she wants, what he/she is interested in – and then sell him/her what he/she just told you he/she wants.
This is just exactly like what politicians do.
Politicians would intelligently seek – both in formal or informal ways – to know what voters were thinking, what was on their minds, what they wanted.
They’d then craft their message exactly according to what they found out people actually wanted.
This is a kind of master marketer and salesman approach.
This approach is scientific.
When they perceive what it is people really wanted, they’d then craft their message accordingly.
We can do the same thing in all our marketing and sales work.
We can conduct surveys both to find qualified prospects, and also to help us zero in more accurately on what our existing customers want.
Another great feature of surveys is that people like filling them out.
People love an opportunity to give their opinions about things.
Yet, you can also offer a reward to those who fill out and submit your survey – perhaps a free special report or guide on a subject you know is of interest to your reader.
A well-crafted letter and survey to the good set of audience should be able to get a 15 percent or even a 20 percent response rate.
The answers you get back from your surveys should then be organized and entered into a database.
Let’s say you are selling a variety of health products.
The African Development Bank believes: “Africa’s pharmaceutical industry is the fastest growing in the world”.
It is generally reckoned that the pharmaceutical market will be worth $40-$60 billion a year by 2020.
Another table also shows Nigeria as spending about $21 billion a year on health care, which represents a 3.7% health care spending as a percentage of the GDP in 2014.
So the virtue of this field is that everyone is interested in their health.
Everyone has concerns about health, the quality of health care, the cost of health care, and government policy on health care.
And most people will be interested in completing a survey on their health care if they believe their participation in the survey might lead to better health, lower health care costs, and a longer or healthier life.
Senior citizens are especially concerned about health care, so you might start by targeting your letter to the over-60 audience.
Here’s how you might begin your letter, the goal being to persuade your reader to complete and submit your survey:
National Research Survey on Africa’s Health Care Needs and Concerns – Using Nigeria as a Case Study
Dear Mrs. Wright,
You have been specially selected to participate in this National Research Survey on Africa’s Health Care Needs and Concerns (Nigeria as a Case Study).
The results of this survey will be submitted in a report to the National Assembly and the Federal Government of Nigeria through the Office of the Honourable Minister for Health.
I am hoping you will take just a few minutes of your time to complete this important research poll.
Your participation will help ensure that your voice is counted and heard as the Federal Government of Nigeria and the National Assembly prepare to reform medical care and change how health care is delivered in Nigeria (before moving to duplicate same in the whole of Africa).
The results of this survey report will also be submitted to Nigeria’s leading pharmaceutical companies and medical research institutions.
In addition, all participants in this survey will receive a free copy of the final survey report.
Your individual answers will be held in confidence. Only the overall results will be made public.
We have selected 109,000 citizens from across Nigeria to participate in this poll, representing every senatorial district (1,000 participants per senatorial district).
Because this survey is so large, you can be sure the National Assembly and the Federal Government will study the results carefully.
And it will have a major impact on the medical care and health care debate in the National Assembly over the coming months, when crucial decisions on medical care and the delivery of health care will be made.
So I hope you will make a special point of completing and submitting your survey for processing today.
The survey letter starts this way because you must give your reader some compelling reasons to take the time and efforts to fill out and submit the survey.
The incentive in this case is the promise of having an impact on the health care and medical care reform debate taking place in the National Assembly.
The incentive is having one’s voice heard and counted by the powerful – important decision-makers whose decisions will have a major impact on all our lives.
People vote in elections because they want their voice, their opinion, to count.
People will fill out a survey like this for the same reason.
The letter will continue to develop these points.
The survey questions then become very important.
The survey should begin with a series of public policy issue questions concerning medical care and health care delivery in Nigeria, with questions along the line of:
- Do you think medical care should be changed to be a program only for those who can’t afford health insurance?
- Are you in favour of more government control over health care, or less?
- Do you believe government should guarantee health care for all Nigerians?
- How do you rate the overall quality of health care in Nigeria (and Africa by extension)?
- Are you for or against the President’s proposal to…?
- Would you like to see the National Assembly make all your medical and health care expenses tax-deductible?
After you complete the policy questions, you start to move into more personal questions thus:
- What is your age range?
- What is your income range?
- Approximately how much do you spend on medical treatment each year?
- How much do you spend on prescription drugs each year?
- How much do you spend on vitamins each year?
- How much do you spend on supplements each year?
- How much do you spend on orthodox medicines each year?
- How much do you spend on herbs each year?
- Which description drugs do you use most?
- Do you now have health insurance?
- How concerned are you about the quality of your current health insurance coverage?
- What is your weight?
- What is your height?
- Do you belong to a gym or health club?
- How much exercise do you do a week?
- What kinds of regular exercise do you focus on?
- How do you rate your overall health?
And there are all kinds of other related questions you might ask, depending on the information you need.
Can you see how the answers to such questions could be very helpful to a marketer of health products?
Your survey should be an impressive, very official-looking document, about a four-page booklet at a minimum would be good.
Your survey should look like it might have been produced by a government agency – perhaps the Census Bureau, the National Bureau of Statistics, the National Populations Commission, or an academic or medical research institution.
And, as you promised in your letter, you will deliver an impressive report to the National Assembly and the Federal Government of Nigeria via the Office of the Health Minister on the results of the survey, which truly can have an impact on the policy debate.
You do everything you say you will do with the survey, including delivering a copy of the final report to all who participated.
You now have an enormous number of great leads for your health-related products.
The value of these leads will then be determined by your “conversion rate” – that is, what percentage of leads become customers.
It then becomes a mathematical equation how much you can spend to acquire a lead.
Of course, your “conversion rate” will be affected dramatically, up or down, by the quality of your survey questions, the products or services you are selling, and the skill of your conversion campaign.
The quicker you follow up with your conversion program, the more productive your leads.
I’m a huge fan of the survey as a great marketing tool.
I hope you’d learned greatly from this post. Let me have your opinions to it in the comments section below.