When you think about a lead generation quiz, you might jump to the benefits it could have for your marketing team.
However, even though quiz marketing is centred around helping you generate and convert new leads, it benefits your sales team, too!
With ambitious targets to hit, making your sales team more productive and profitable will help your business grow and scale.
A quiz helps you to get to know your customers better. The more information you have on your prospects, the smoother your sales process can be – for both them and you.
Not only that, but a quiz can even help improve your internal team communication and training practices: transforming your business from disconnected departments to a well-oiled conversion machine.
Let’s find out how…
How quizzes streamline your sales funnel
A quiz allows you to:
Get insights on your customers
Let’s start with the best news: quizzes make your sales calls easier.
Using a quiz helps you understand what each of your prospects needs. After answering your questions, each person receives a report of their results that breaks down what they are doing well, where they are struggling, and advice to make things better.
And just as importantly, you receive this information too.
ScoreApp quizzes are completely customisable to your business. You can add as many questions as you want and then assign them to categories so that scores can automatically be broken down into different segments.
You can even see how long it took a prospect to answer each question!
Your sales team can then use this information to inform how they approach each person.
Quizzes also help pre-qualify your prospects.
There is nothing more frustrating for your sales team than jumping onto a call with a potential lead, only to find out they aren’t a good fit.
If this is happening on repeat it could stop your sales team from hitting their targets, which leads to frustration and a lot of lost time and money.
Quizzes reduce the risk of dead-end sales calls, as you can pre-qualify every lead with a few questions.
This could include questions around:
- Their budget
- Solutions they have tried in the past
- When they would want to get started
This way, your sales team will consistently speak to people who match your ideal client profile. When every call is with a high-quality lead, your conversion rates will improve.
Just make sure that your qualifying questions are only a small part of your quiz. Your goal is to build trust by providing as much value as possible, so people are automatically excited to fill it in.
Quizzes can work for any business in any industry. Alongside our ready-to-use templates, you can view how a wide range of ScoreApp clients use a quiz to generate leads for their business.
Here are a few examples:
- Finance: The Money Instincts Scorecard
- Marketing: The Sales & Marketing Excellence Scorecard
- Coaching: Rich Litvin’s 4Cs of Elite Coaching Scorecard
Start a conversation easier
Once you have gathered all this information, your sales team can use each person’s quiz results to break the ice with a personalised introduction.
Jumping straight into a sales conversation can feel awkward or forced sometimes – even for the professionals!
The information you gain from a quiz gives you a natural starting point for the conversation.
So much of the time, the initial message you receive from a salesperson is generic, trying to sell a service that might not be the right fit. They may not even reference you by name!
The data you collect in a quiz lets you do the opposite. You can reference your prospect’s answer to particular questions, and then offer specific guidance in the area they struggle with most.
For example: if you run a financial services company, your introductory email could look something like this:
“Hi Amanda,
I noticed you recently took our Business Financial Fitness Quiz. You scored 80% in the ‘Understanding Profit and Loss’ section, which is fantastic. However, your score for ‘Making Future Projections’ was quite low. I’d love to share some custom advice with you.
Would you be up for a quick call so I can recommend some strategies that’ll help you improve this area of your business?”
See how you’re immediately offering more value?
People will already be impressed by the value of their Scorecard. A tailored introduction only increases that trust.
Send individual sales enablement content
To give yourself the best chance of conversion, you need to make sure that every touchpoint a prospect has with your business is personal to what they need.
This is another way a quiz will help your sales team: they can use the results to send individual sales enablement content.
Sales enablement content is, in essence, resources that help your sales team to close more leads. It helps to bridge the gap between the initial touchpoint (in this case, your quiz and follow-up email) and the actual sales call.
When done right, sales enablement content is packed full of value. It will build trust, answer questions, and overcome objections as quickly as possible.
Sales enablement content will typically come after a conversation has started and could include:
- Case studies
- Comparison articles
- eBooks and whitepapers
- Product demos
For example: if you run a marketing agency, you could set up a lead generation quiz to evaluate a company’s overall marketing strategy.
If a prospect scores highly in social media marketing but gets a low mark in blog marketing, you could send them sales enablement content such as:
- A blog template they could use to write their posts
- A comparison article on why blog content performs better than another type of marketing
- A case study on the ROI one of your other clients got from blog marketing
Over time, the data you collect from a lead generation quiz will be essential to creating effective sales enablement content. The more you learn about your leads, the better you will create content that helps your sales team connect with them.
Long term, this results in higher conversion rates. You could also take things one step further and set up a follow-up quiz to find out how helpful your sales enablement content was, so you can make tweaks to improve it.
Set up automated and personalised marketing
The best place for sales enablement content is an automated customer journey.
One of the best ways to set this up is through email marketing sequences.
Email marketing platforms let you automate sending personalised emails to your audience: contacting the right people at the right time with the most relevant information to improve engagement rates.
Instead of sending a generic update or offer to everyone who completes your quiz, you can use your quiz data to segment your leads into different groups based on their challenges.
Research shows that emails with personalised subject lines are 26% more likely to be opened.
Plus segmenting your leads into relevant journeys can lead to a 760% increase in email revenue. With numbers like that, your sales team will smash your sales targets!
Automated marketing also helps you to sell on repeat. You can reach people with relevant offers at different stages of their journey, and you will have upselling and cross-selling opportunities too.
The impact this can have on a sales team is huge. Automated marketing takes a huge amount of time-intensive follow-up out of their hands, so there are no more communication bottlenecks or perfect-fit leads slipping through the cracks.
Extensive, time-consuming sales calls may even become a thing of the past! Instead, your sales team can speed up the sales cycle and focus solely on converting your perfect-fit clients. It will be a much easier job thanks to all of the value you continue to share.
ScoreApp can seamlessly integrate with some of the most popular email marketing platforms and CRMs including Mailchimp, Hubspot, and Keap – alongside over 3000 other tools through Zapier.
Quizzes support internal sales team improvement, too
Quizzes do much more than create a better, more personal experience for your prospects. They can also help improve the performance of your sales team.
Identify knowledge gaps
Quizzes help you to assess your knowledge of your product or service, and how well it serves your customers.
You may set up a quiz based on what you believe to be the biggest pain points or struggles of your audience.
However, when you start collecting real responses, it might become clear that your target client needs something a little different.
Identifying weaknesses in your knowledge helps you improve what you offer, ultimately giving your sales team better opportunities to close new customers.
Be more prepared for objections
You can also include questions in your quiz that let you know what customer’s objections are before they ever speak to a member of your team.
If you know what stumbling blocks could arise in advance, your sales team will be better prepared to handle them. This creates a more positive sales call for everyone involved.
With ScoreApp, you can see the data of your quiz respondents down to the most granular level – including people who didn’t complete all of the questions.
You can then use all of this information to create a sales playbook.
A sales playbook can be a great way to prepare your sales team for objections. This document can educate your sales team on everything you discover through your marketing activity, including:
- Company messaging
- Strengths and weaknesses compared to competitors
- The different segments your leads sit-in
- Pain points, desires, and objections
- How to address each in different scenarios
- Questions they should ask
This comprehensive guide can help your sales team tackle all kinds of challenging situations and steer a conversation in a positive direction, which will lead to higher conversion rates and more sales.
Make more sales with ScoreApp in your sales funnel
As you can see, including a quiz in your sales funnel is far more than a marketing tactic. The more you learn about your target customer – and the more you share these insights across your business – the more efficient, productive, and profitable your sales team will become!
ScoreApp makes it easy to add an interactive quiz to your sales funnel. Each of our ready-to-use templates can be easily customised, and our AI quiz builder means you can have yours ready to go in just 3 minutes.
Discover the impact a quiz can have on your sales team and try ScoreApp today for FREE.
