In our previous article, ‘How to follow up with leads after they take your quiz’  we explained the importance of having a process in place for following up on quiz leads and what that might look like. We also shared our own tried and tested strategies for nurturing quiz leads that we have seen success with time and again, as have our clients.

In this article we’re going to explore some alternatives steps you can take after a client or prospect takes your bespoke quiz. We understand that there is never a one size fits all approach in business, so we want to help you put together nuanced follow up strategies that are relevant to each person who engages with your quiz.

Getting to know you

When determining the best next steps after someone has taken your quiz, it often comes down to how well you know them, if you know them at all.

If you work in a service-based company, your relationship with your prospects and clients is much more than transactional. These are people that have likely come into your world through a mutual friend or acquaintance and who you hope to work with for a long time.

Think about the people who have been part of your personal life for many years. These relationships took a lot of time and effort to build. All the best relationships do. It should be no different with your professional ones. 

Your bespoke quiz provides you with the quality research data you need to work out what the quiz taker’s pain points are, their level of formality, and how they prefer to communicate. It enables you to speak their language and show that you understand their needs. This knowledge means you can develop a strategy that makes a strong impression and forms an emotional connection.

Alternative next step strategies

Here’s our pick of communication methods to choose from when following up with a quiz lead.

Call them

We’ve said it before and we’ll say it again, this strategy has proven to have the biggest increase in conversions.

In today’s phone call adverse world where the DM is king, picking up the phone and actually speaking to someone can feel pretty daunting, especially if you haven’t spoken to them in person before. It can also feel a little pushy. But remember, this isn’t cold calling, this person has already had a great experience with you by taking your quiz. More often than not, people will be delighted to receive your call and talk about their results.

 

WhatsApp them

If phone calls are just way too generation X for you, WhatsApp is a hugely engaging tool. With more than two billion users across 180 countries, there’s a good chance your prospect will be on it.

WhatsApp is a great way to support the customer journey if you can get the messaging right. And with WhatsApp’s immediacy and fluidity, you only need to send a quick prompt such as ‘how did you find the quiz?’ to get a chat going.

It’s a trusted tool that helps you connect in a direct and natural way. Furthermore, most CRMs can track all WhatsApp interactions, which provides useful insights to improve your sales and marketing.

Email them

If calling or using WhatsApp doesn’t feel like the right fit for you, there’s always the good old email to fall back on. This is suitable for leads who prefer a more formal way of interacting with businesses they are just getting to know.

The aim is to write an email that your client or prospect will not only want to open, but they’ll want to respond to as well. Start with a short but enticing subject line. It should ignite their curiosity and be personalised. If you can include a promotional offer, you’re more likely to grab their attention. Here are some example subject lines:

• Ideas for (something that the quiz showed as a priority for them)
• Question about your quiz results
• Thoughts about your quiz results
• Have you considered (thought or recommendation related to quiz outcome)
• …or if they came to you via a referral
• (Referee name) recommended I get in touch 

Start your email with something more impactful than ‘Hi – my name is…’ Instead try ‘I noticed you scored (quiz result) in the quiz’ or ‘Congratulations on completing the quiz’.

The body of your email shouldn’t be generic information about your business. Instead, ask a question that aligns with what their quiz score has told you about their challenges and goals. Here are some examples:

• How would you like to improve your quiz results?
• Is (topic of the quiz) a priority for you right now?
• Do you have any questions about your quiz results?
• Do you have any support with (what you offer)?

Finally, you must include a call to action in your closing. This gives your email a strong, definitive ending and it gives the recipient a clear way to take the next step with you. Here are some examples:

• Do you have time next week to discuss?
• Let me know how you would like to proceed?
• Do you have any more questions?
• If you’re not interested, do I have permission to close your file?

Add them to an automated nurture sequence

After completing the quiz, your client or prospect automatically receives their results in an email with their PDF report attached. This email includes an option to engage with you and take the next step.

Generally, about 10% of quiz takers will take up this call to action. The remaining 90% may need a few extra nudges before they get there. We recommend creating a nurture sequence of three further emails that look something like this:

Email one – Educate

The purpose of this email is to educate the lead while offering them more value and building trust and rapport.

Subject line:    Personalized Tips Inspired by Your Quiz Scores

Body:              Hi (name)

Email two – Social Proof

The purpose of this email is to start letting the recipient know a little about you, while building up trust and rapport by including a case study or testimonial.

Subject line:    How Your Quiz Results Can Change Your Life

Body:               Hi (name)

Email three – Nine Word Email

The purpose of this email is to get the recipient to either engage with you for a potential YES or give you a solid NO so that you know not to pursue them further.

Subject line:   (Client or prospect’s first name)

Body:              Hi (name)

Best practices

Here are some best practices to keep in mind whichever follow up strategy you choose. By applying the following you will give yourself the best chance of building longstanding, meaningful business relationships with everyone who takes your quiz.

• Treat them like partners, you’re the expert but they can still have their own inputs and experiences that can shape how you will work together. The benefits of this approach go both ways; when the client or prospect feels actively involved, they build a sense of accountability for themselves. At the same time, you gain important insights from them that help you meet their needs even more

• Be proactive with your outreach. If you have said you will be in touch to arrange a sales call or a demo, make sure you follow through and in a timely fashion. Nobody likes waiting for an appointment

• Set clear outcomes. This manages expectations and avoids the classic trap most entrepreneurs fall into of over-promising and under-delivering. Be realistic about what they can expect from you and be open about any limitations you foresee. This is the best route to satisfied clients who will sing your praises, especially when you knock it out the ballpark and exceed those expectations

Communication is key

It all boils down to communication, how you communicate and more importantly what you communicate. If you take the time to listen to your clients’ or prospects’ needs, treat them with respect and honesty, and reach out to them in a timely proactive way, you’ll form strong business relationships that stand the test of time.

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