Ask is a tidbit based on a proposition that you should never have to guess what your customers or prospects are thinking. It discusses how entrepreneurs and marketers can get useful information from their buyers and non-buyers. This information can then be used to identify their problems and provide a solution. The Ask technique is meant to empower people and businesses to more precisely determine what is good for the customer and the seller.
The Ask technique asks intentionally designed questions to help you know your customers’ exact needs — and the specific language to use to communicate with them. Then, with that information, it tells you how to personalize your messages and products based on the answers you got. That is, it’s a way of knowing what your customer wants to purchase by guiding them through various questions and having a tailor-made solution for them so they are more likely to buy from you. This is done in an automated manner such that it does not require one-on-one conversations with every customer, thus saving time and leading to more specific solutions.
This summary will teach you how to transform uninspired customers into raving fans and repeat buyers. You will learn how to determine what your customers want and how you can always make profits from meeting their needs.
To make a profit in business, you must stop assuming you know what your customers need
Survey Funnel Strategy is the nuts-and-bolts, step-by-step blueprint used in applying the Ask technique in your online business. A Sales Funnel refers to the various steps you want prospective customers to take so that they can become actual customers of your online business.
Today, many businesses tend to use an online Sales Funnel where a prospect clicks on an online ad, which leads to a landing page where they’re asked to enter their name and email address in exchange for a free report or coupon. Afterward, the prospect is taken to a “one-size-fits-all” sales webpage, followed by a checkout page to enter their payment information. When the sale is completed, a “thank you” note confirms the order.
The survey funnel strategy functions differently and more effectively. The pillars of this strategy are four primary surveys:
- The “deep dive” survey
- The “micro-commitment bucket” survey
- The “do you hate me” survey
- The “pivot” survey
If you don’t know or assume you know what the customer wants, there might be a contradiction between how you’re positioning your product and what the market genuinely wants. You might even be offering the wrong products or services altogether, which leads to a loss of sales.
The deep dive survey helps you know the particular problem your market struggles with
One of the greatest mistakes many companies make is assuming they know everything about their prospective customers. But most of the time, these assumptions cost them extensively in loss of sales and revenue.
To discover the specific needs of your customers, you have to ask them a specific set of questions. If your company already has an existing email subscriber list, here is what you can do:
- Email your subscriber list, telling them to take your deep dive survey. Ensure your survey has a variety of questions in it, including at least one open-ended question.
- Use a tool like SurveyGizmo or Google Forms to set up the survey. Then, capture and download the data. Analyze your data to determine what “bucket” or category each response falls into, what the sub-buckets are, and what percentage of your market is made up of the various demographic elements that interest you.
After the survey, do not use a machine to analyze the responses. Instead, scrutinize it by hand so you can come up with categories that your prospects fit into.
The landing page is the first page prospects will see on your website when going through your survey funnel process. This page is basically about diagnosing your website visitor’s challenges and then prescribing a solution to that problem. We recommend using video landing pages because it outperforms text-only pages. This video is what will convince people to fill out your survey and enter your Sales Funnel.
Ask your customers a series of questions to determine which category they best fit into and how you can help them
In a micro-commitment bucket survey, your prospect will answer a series of multiple-choice questions, one question at a time, until they reach the final step in the survey — their name and email in exchange for the solution promised on your landing page video. When you’re creating a micro-commitment bucket survey, there are three categories of questions you should ask:
- Grease the wheels questions
This type of question is a straightforward, low-commitment question that someone can answer without thinking. The first question we like to ask our prospects is, “Are you a man or are you a woman?” because people can answer the question with virtually 100% accuracy without thinking. When you ask someone to take a step that’s too big and threatening online, it often leads to people leaving your website without opting in. However, by asking someone to first answer a simple multiple-choice question, they will be willing to provide more information about themselves as time goes on.
- Personalization questions
These are questions you ask intending to use the answers to “personalize” your marketing messaging. An example of this kind of question is asking about a person’s age. By asking various “personalization” questions, you can collect valuable information about your prospect to introduce better-matched products and services both immediately and in the future and customize your marketing language to fit them.
- Segmentation questions
These are the questions you’ll use to funnel people into different buckets. These questions should be created based on the problem your prospective customer is looking to solve. After your prospect has answered your Segmentation Question, you have two options: you can either send them to a product sales page or a name and email capture page. The latter will enable you to capture all the survey information in your email follow-up system so that you can be in touch with your prospect both instantly and in the future.
Offer a paid solution to your prospects based on what they’ve told you about their situation
When your prospects get to the same visit sale page, ensure the only thing they see is the video and the headline above it. Ensure the price, the add-to-cart button, and the sales copy are hidden. They only become visible at the point in the video where you introduce the paid solution you’re suggesting because you want your prospect’s attention and video content to be 100% focused on the personalized feedback you’re offering based on their survey results.
How to create the same visit sale page
- Page layout: let the focus be on message in your video, with little or no distractions.
- Exit lander: a text and graphical summary of the offer you’re making for those that won’t have the time to watch the complete video. Constructing the script: your script should include acknowledgment — thank your prospects for taking the survey. Identify and attach a “label” to your prospect’s situation. Provide your diagnosis and label it. Please explain what the diagnosis means and how it affects your prospect. Then, explain your recommended solution.
The goal of the “same visit sale” page aims to create a sale on a prospect’s initial visit to your website. However, this initial sale is not where most of your profit will come from. It’s possible to lose money on this initial visit to generate a customer. But once you have a customer, the major profit comes from what else you sell to that buyer both initially and over time.
Immediately after your prospect makes the initial purchase, you will present them with one or more “one-click upsell” opportunities, where they can add more products or services simply by clicking a button and without having to re-enter their payment information. These offers are presented after the initial sale is made not to jeopardize it. It’s important that these additional offers enhance the initial purchase in some way and don’t create negative reactions. Otherwise, you will create a bad taste in your new customer’s mouth.
Tips for writing effective emails to your perspective and actual customers
Since not all sales are made quickly, following up with buyers and non-buyers via email is essential for the Survey Funnel Strategy. Using an email in your survey funnel is beneficial because it gives you a constant feedback loop to help you optimize your marketing funnel by listening to and incorporating the continuous feedback you receive from your market.
The first thing the reader sees in an email is the subject line. Hence, please make the subject an incomplete thought to arouse the recipient’s curiosity to open their inbox and complete the thought. The body of your mail should be in short, punchy sentences. It should sound casual and conversational, like a message you would send to a friend. This writing style makes the recipient feel more comfortable reading the email immediately rather than mentally classifying it as an advertisement and ignoring it. Your emails should not read (or even look) like promotional messages. You should always “condition for the click,” meaning that every email needs to have a link that leads elsewhere. Whether it’s a link to more information or a purchase page doesn’t matter as much as always having something to click. We want to condition our readers to respond to us and click the links we send them, so we make that a part of every message.
We are currently bombarded with more marketing and advertising messages than ever before. And this can be a major distraction as we go about our day-to-day business. But, for some reason, marketers still seem to think that they can be more strategic by standing on their tippy-toes and screaming to get customers’ attention. However, there is a way to communicate with customers, so they feel like you’re talking to them and not at them, to get them to tell you what they want to buy readily, particularly what they want to buy from you. But to get an accurate answer to this question, you can ask directly. It takes a counterintuitive approach.
The Ask technique is one of the most effective ways to discover exactly what a person wants to buy and how to give it to them so that they fall in love with you and your company. The goal is that buyers are always satisfied because sellers always meet their needs. Sellers are then always profiting from meeting these needs. To generate and sell something that people will eventually buy, you need to extract raw material from the market to determine what the solution is — even when your customers can’t quite articulate it. This raw material can be extracted using the Ask technique to survey prospects to determine their wants and sell your product or service. The Ask technique is one of those rare opportunities to benefit merchants and consumers simultaneously — and in a profound way that can change the digital landscape forever.
The most important thing to do right away starts using the Ask technique. Take action immediately while this is on your mind. You have all you need to take the next step. Try this. Most marketers are tempted to add testimonials to the video on their same-visit sales page. But viewers tend to pause or leave the video as a result. This is what you can do; you can present the full written testimonial on the screen to demonstrate its authenticity and completeness, but only read one or two lines or a summary from that testimonial when delivering the actual sales message. Always be critical about getting your target market right. Whenever you have identified your target market, conduct a proper survey, asking whether this is the right solution or product for their problem. We would recommend using Survey Sparrow a survey platform that provides everything you need to solidify your target market understanding, from what question to ask, marketing analysis, market segmentation to concept testing.