How modern marketers measure advertising effectiveness is one of the most searched topics in digital marketing today. Most agree results are crucial; however, there doesn’t seem to be one right answer when it comes to determining advertiser measures of success.
As you’re building a relationship with a new business prospect or an existing customer, it’s important to have open and upfront conversations about how the advertiser measures success.
When and What Questions to Ask for Customized Results
Results are essential in determining future advertising strategy, where to put more money, and how to expand on successful messaging. To truly understand the impact of a campaign, advertisers need to be able to dig into results at a customized level.
Your questions will differ based on your prospect or client and where you are in the sales process. Below is a list of 11 impactful questions to ask throughout the sales process.
4 Questions to Ask During Needs Analysis
Start your inquiries about how success is measured early in the process. Do your research on your prospect and their competitors and find the trends that are impacting their industry. Once you identify with them and their needs, ask these open-ended questions to get the conversation flowing.
- How would you describe the ultimate measure of success here?
- You could even provide a few examples.
- What return on investment are you looking for?
- Be prepared, they might ask what is an attainable ROI?
- Given our conversation about the consumer journey, what are some ways we can measure engagement along the purchase path?
- Offer a few of your thoughts!
- What would be an early indicator of success?
- While this is personal for them, you can always offer other indicators of success.
Prepare yourself by asking better needs analysis questions!
5 Questions to Build the Solution
Asking effective probing questions is critical when building a new relationship or kindling an existing one. With the right questions, you can uncover the prospects needs and wants, as well as their budget and decision-making process. However, the conversation must continue, and you have to build the solution based on the information you obtained through the needs analysis questions.
- How will you know if this plan is working?
- You need to know how to present a recap to them with results they want to see.
- How has your advertising been performing lately? Tell me about the response you get in a typical week.
- They should have some form of answer to this question. If not, ask what a realistic response would look like.
- What is it you want your potential customer to do?
- Based on your research of the industry, offer suggestions on how your offerings fit into the solution.
- What do your customers typically do now?
- Suggest ideas, thoughts, or solutions.
- Do you expect a broad response from people who may or may not be qualified to buy? Or a lighter response from more qualified consumers?
2 Questions for Final Recommendations
Asking the right questions at the right time during the sales process is critical in determining measures of success. Remember, the right questions are essential, but the way you talk to prospects has a huge impact on your delivery.
You want to carry your dialogue into the final recommendations stage of the selling process with the right attitude. Through delightful communication and confidence, ask your prospects these final two questions.
- If we were to go forward with this plan, what do you think the results would be?
- Be prepared for them to turn the question around on you. They may ask what you think the results would be.
- How much interest do you think you will get through the various channels (website traffic, social media, PPC, CTR, phone calls)?
- Again, prepare for them to ask you the same question.
Having One Measure of Success is as Bad as Having None
From sales metrics such as sales key performance indicators (KPIs) that are important for measuring company-wise performance to activity sales metrics that show what salespeople are doing on a daily basis – never settle for just one measure of success!
It’s important to dig deeper until you have at least 2-4 ways to measure success. This will help create a better solution and increase the chances of receiving credit for success.
For example, if a Ford dealer told you they needed to sell 20 more F-150s a month, you could probe further and add additional measurements like:
- More traffic at the dealership
- More F&I forms filled out
- More time spent on certain inventory web pages
- More visitors engaging in chats on the website
Don’t be afraid to ask about success measures—your renewal depends on it!
If you need an extra hand in creating great, engaging questions that lead to success and renewal, download our guide, The Art of Asking Questions.
