A survey is like a compass. In business terms, it plots a route for a company in the direction it’s most likely to succeed.

Developing a client survey lets you understand how clients rely your products and services. It also channels your decisions as to what will be offered in the future.

Many firms prepare surveys with the help of outside consultants, but this isn’t always the best option because of budget constraints. If you’re ready to go this alone, here are five points to help you develop a survey.
 
1. Chart the course. What information will you collect? Your survey questions depend on the company strategy, industry and/or economic changes, decrease in market share, Web site development or re-launch plans, and a host of other reasons.

Decide what critical information is required from your clients. Then prepare uncomplicated questions that focus on goals.

2. Plan your objective. Prepare no more than 12 questions which can be distributed by mail or on a Web site page.

Clients will review the survey and immediately decide if they’ll participate. If it reminds them of a college entrance exam, the response rate will drop considerably. Also, inform clients how long the survey will take to complete (5 minutes, etc.).

After each question, list the three to five most-relevant answers, one under the other, with a check box placed to the left of each response. Make the last entry a blank line for a written response when preceding answers are irrelevant. Indicate if one answer is appropriate or if more than one response is permitted (example: “check one” vs. “check all that apply”).
 

3. Set sail for home. End the survey with questions that compile basic statistics such as company type (industry), company size (number of employees), and responder’s position (CEO, CFO, etc.). You’ll use this information for future efforts to design a marketing campaign to reach similar companies who need what you sell.
 
4. Stay on time. Give a deadline date to heighten the sense of urgency. Just as you would write, “I’ll contact you on Tuesday,” in a marketing letter, tell clients when the survey is to be returned. If there's no deadline, results will drifting into port years later.

5. Reveal the treasure. Offer an incentive in the survey’s introductory text to increase the response rate. If pens and calculators don’t move you to action, they won't motivate responders, so consider alternatives.

Distribute prepaid rental movie coupons, gift cards to local coffee bars, or enter their name into a drawing. Remember to request each client’s name and address within the statistics’ section to distribute the rewards.

Software products exist in the marketplace to calculate the responses and help you decide what marketing strategies are working and which are to be revamped or discarded.

Query your clients every year. Their revealing information will aid you to develop new ideas which become your ultimate road map, steering your company safely into clear waters for higher sales.

©2005 Shirley George Frazier. All rights reserved.