Welcome back to Business Unfiltered with Mercer and Jeff Sauer today's topic is: The No Buy Survey
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Understanding No Buy Surveys: Mercer and Jeff introduce the concept of no buy surveys—a tool to gather insights from customers who showed interest but didn’t make a purchase. This method helps businesses understand buyer objections and adjust strategies accordingly.
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Key Benefits of No Buy Surveys: Mercer explains how asking simple questions, like why someone didn’t buy, provides valuable feedback directly from the market. He shares successful examples, noting that businesses often guess customer needs when they should be asking.
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Tactical Implementation: Jeff emphasizes the importance of conducting surveys after a customer sees the full offer, as it provides insight on pricing, format, and timing. Both agree this feedback can inform product improvements and strategy adjustments.
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Structured No Buy Surveys: Mercer introduces structured surveys—a sequence of guided questions designed to rekindle interest in the product or service. He shares examples of how these surveys have helped add 10% to revenue by building value and reopening sales opportunities.
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Personalized Approaches: Personalization is key to making the survey engaging, with Mercer suggesting tailored questions and even offering free trials to non-buyers. These touchpoints help potential customers see value, leading to conversions.
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Sales Skills in Marketing: Mercer highlights how no buy surveys employ fundamental sales skills, comparing it to techniques like the Columbo close, where the last question reveals critical objections. Both agree that blending sales skills with marketing strategies can significantly boost customer engagement.
