How can we best help you?

1.

How high a priority is solving (...specific area) for you right now?
2.

How do you currently handle (...this area)?
3.

Do you have a clearly defined goal or problem (...in this area) that you want to solve?
4.

When do you realistically plan to decide about cooperation?
5.

What is your role in the decision?
6.

Do you have a budget set aside for this area?
7.

Which next step suits you best right now?

This is a sample questionnaire, answers are not saved. You will find the template ready in your Quanda account in the Questionnaire library.

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How to build a lead score (lead scoring) from the answers

Lead scoring means rating contacts by how close they are to buying. A lead score is the sum of points for the answers in the survey. Quanda recommends starting with a simple scoring with a maximum of 18 points, shown in the table below. Then adjust the weights to what best predicts a deal in your industry.

Question Answer Points
1. Priority of the area Critical, we are dealing with it now 3
High, we want to deal with it soon 2
Medium, we plan to do it later 1
Low, we are just looking around for now 0
2. Current solution We have a solution that does not suit us 3
We do not handle it, have no solution 2
We have a solution but want to improve it 2
We are satisfied, just looking for inspiration 0
3. Clear goal or problem Yes, very precisely 2
Yes, roughly 1
Not yet 0
4. Decision date Immediately, within 1 month 3
1 to 3 months 2
3 to 6 months 1
We do not know, later 0
5. Role in the decision I decide on my own 3
I am one of the decision makers 2
I prepare the background materials 1
I am just gathering information for now 0
6. Budget set aside Yes 2
Partly, we are planning it 1
No 0
7. Next step I want to discuss the options for cooperation, no strings attached 2
I want more information, a demo first 1
Nothing yet, I am just getting to know you 0

According to Quanda's recommendation, a contact with 13 or more points is a hot lead, one with 7 to 12 points a warm lead and one with 6 or fewer points a cold lead. After the first quarter compare the scores with the deals you actually closed and move the thresholds.

How to send the survey to new contacts from Quanda

Send the qualification survey while the interest is fresh. A contact who downloaded your resource yesterday answers more willingly than one who did so a month ago.

  1. Create a new survey in Quanda, enter the seven questions of the template and replace the brackets in the questions with your area. The help article Creating and setting up an online survey describes the procedure.
  2. Choose the recipients: contacts who have newly shown interest, for example downloaded a resource, registered for a webinar or sent an enquiry.
  3. In the Distribution step switch the survey status to Ready to use and choose Distribute by e-mail, so the answers are saved to the contact.
  4. Create a short campaign that explains why you ask and that it takes two minutes, and put the survey link into a button.
  5. In the survey automations set the Send notification action, so the salesperson learns about every new answer right away.

How to evaluate the answers from the qualification survey

A qualification survey is not evaluated by an average but contact by contact. The result is a sorted list of people the salesperson should call first.

  1. Open Analysis of answers in the survey. For each question you see how many people answered and how many skipped it.
  2. Use the advanced filter to select contacts who want to discuss cooperation and will decide within three months. Those are the hot leads.
  3. In the Completed surveys section assign these respondents a label, for example Hot lead, so the salesperson finds them among the contacts too.
  4. Download the answers with the CSV export, score them in a spreadsheet and sort the contacts by total points.
  5. Download the results as a PDF in the Final report or e-mail them to the sales team from there.

How to work with leads by score

A score only makes sense when each group is followed by a different process. Split the contacts into three groups and decide in advance who gets in touch and by when.

  • Hot lead (13 or more points): the salesperson gets in touch within one working day and builds on the goal and the date the contact stated.
  • Warm lead (7 to 12 points): send what they asked for in the last question, a demo or more detailed information, and follow up in a month.
  • Cold lead (6 or fewer points): no phone call. Add them to the regular newsletter and send the survey again in six months.
  • High score without authority: someone who prepares the background materials needs material for their manager. Send a summary of the benefits and offer a joint meeting.
  • Authority and budget without a goal: the contact knows they want to change something but not what. A consultation helps here, not a price quote.

Always take the answers into the first call. A contact who is asked again about what they already filled in loses trust before the conversation starts.

Frequently asked questions

Lead qualification means sorting new business contacts by how close they are to buying. The goal is for the salesperson to call people with a need, a budget, authority and a near deadline first, while the others receive content by e-mail.

Right after the first sign of interest: a downloaded resource, a webinar registration or an enquiry. The sooner you know which stage the contact is in, the better you can serve them. After a few weeks they may not even remember their interest.

Seven questions, each with a single answer to pick. There is nothing to type, it takes about two minutes and works well on a phone.

A place for your area, for example e-mail automation or fleet management. You fill it in once when building the survey and the questions then talk about your product, not in general.

You assign points to every answer and add them up, which is called lead scoring. The recommended scoring and the thresholds for hot, warm and cold leads are above in the section How to build a lead score (lead scoring) from the answers. Quanda does not add the points itself, you do the sum in a spreadsheet from the CSV export.

BANT stands for four qualification criteria: Budget, Authority, Need and Timeline. The method originated at IBM as an aid for salespeople to quickly assess an opportunity. The survey covers all four: budget in question 6, authority in question 5, need in questions 1 to 3 and timeline in question 4.

An MQL (Marketing Qualified Lead) is a contact who has shown interest and is suited to further nurturing by marketing. An SQL (Sales Qualified Lead) is a contact ready for a conversation with a salesperson. The score from the survey draws the line between them: Quanda recommends treating a hot lead with 13 or more points as an SQL and handing it over to sales, a warm lead with 7 to 12 points as an MQL for further emails and a cold lead as just a subscriber for now.

No, as long as the accompanying e-mail explains that you ask so that you do not send them offers they do not want. The last question lets the contact say they are just getting to know you, and you respect that.

In the survey automations you set the Send notification action and the salesperson gets an e-mail with every completed survey. The setup is described in the help article Automation in a survey.

Yes, the template is a starting point. In Quanda you rewrite the texts and answer options, for example the decision dates to match the length of your sales cycle. Question types are described in the help article Building a survey, question types.

Yes. The Upsell survey for existing customers finds out who to offer an extension of cooperation and when. The Customer retention survey shows who is at risk of leaving.

Related

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Upsell survey for existing customers

An upsell survey is a short questionnaire that a company sends to satisfied existing customers to find out to whom, when and in which direction to offer an extended cooperation. The ready-made template of eight questions measures the importance of the area, how well needs are covered, further goals, willingness to invest, the preferred form of cooperation, motivation and timing. The last question collects consent to prepare a specific proposal.

View questionnaire

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