One technique I’ve used to reach decision makers is a targeted survey. The survey is comprised of only ten questions and the reward for completing the survey varies depending on revenue potential and size of the organization.
The goal is simple…
- you want a response and obtain contact information from the targeted person
- you want to send a follow-up message on how your product / solution alleviates problems addressed in the survey
- you want to enter into deeper dialog and hopefully close a sale
Here’s just one example… and I have many
An auto titling company I was working with wanted to reach the executive suite of national auto lenders. I targeted ten institutions, but knew making a connection would be difficult as the titling company was small and unknown.
I designed a very focused survey and to be sure it was read the "subject line" and "opening paragraph" let recipient know they had a 1 in 10 chance to win a 64G iPhone 4S… there was only going to be 10 surveys sent to national lenders and each reply would be entered into a random drawing for the iPhone.
The survey received a 50% response rate and the auto titling company entered into high-level discussions with two national lenders.