Find Out What Customers and Prospects Really Want!
When they were a couple of months away from purchasing a new car, we sent them a certificate for $200 along with advance notice about upcoming incentives and sales. The $200 was a discount just for them, on top of any other incentives available to the rest of the world.
We told them to make their best deal and then whip out the $200 certificate. They loved that! It put us on their side.
Nearly half of the women who received the certificates sent thank-you notes, and many of them bought Fords!
By the way, the first newsletter gave them the results of the survey, and they liked that, too.
Surveys Truly Can Be Relationship-building Devices
I often hear that surveys are over-used, old-fashioned, transparent or gimmicky, and that people are too busy to fill them out. I don't think any of that's true of a good survey. (It's true about boring, product-oriented surveys that can be almost impossible to answer.)
Interesting surveys, surveys about "me," can get a great response. And they can uncover valuable information—and even start building relationships.
I learned from my experience with Ford of Canada that people like to be asked their opinions. And, if you ask in the right way and follow up quickly and relevantly, you're well on the road to a genuine dialogue, a relationship with people who are likely to spend money with you.
Of course, if you follow up with a mailer that doesn't refer to the survey or to their answers, you'll miss an opportunity. Think about the relationship, use the knowledge you gain to approach them in a way that meets their needs and expectations.
Thank them for their comments. Instead of the auto-reply e-mail message, "Thank for participating in our survey … ," try a more personal response, such as "Thanks for your comments about WHATEVER. I am working on trying to … ." It's more work, but this small gesture can have a big impact.