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He said... I am just starting my own consultant business and in researching, thinking about, and crafting my sales strategy I came across your 25k email campaign blog post. Really good stuff my man!

Until now, the cornerstone piece of my sales strategy is a comprehensive questionnaire that I send out to a potential client during the sales process. The assessment is a complete look at the business and asks probative questions that uncover in which areas is the business doing well and in which areas can the business improve and optimize right away. The sections of the questionnaire include the background of the owner, the background of the business, the past sales, the client base, and every traditional and online marketing pillar out there (SEO, PPC, email, social, affiliates, strategic partners, customer referrals, analytics, video, mobile marketing, competitive intelligence etc.)

Do you have a process like this where a client fills out a questionnaire about their business? Why or why not. If you did have an effective assessment that helped the client gain clarity on their business and see your value to help them grow, where would you put in in your e-mail sales process?

I said...I'm really glad to hear you found value in the 25k email campaign post.

In regards to your question about questionnaire/assessment forms...yes I use them. I think they are very important.

If at all possible, I suggest you ask the prospect to complete the form before the free consultation.

Here is the simplest way I know how to do it: Have your follow-up sequence explain the benefits with each message leading to a questionnaire.

Sample flow:

Run ad -- free consult registration page -- 1st big benefit of your service (link to questionnaire) -- 2nd big benefit of your service (link to questionnaire) -- 3rd big benefit of your service (link to questionnaire) -- 4th big benefit of your service (link to questionnaire) -- 5th big benefit of your service (link to questionnaire)

Each follow-up can be a video, blog post, or just a well-explained email. The important part is to focus on the benefit (what they get) instead of your service (what you do).

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


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