Cold Calling Gold: How to Use Quizzes to Capture
Qualified Leads
Presented by:
Owen Fuller, Chief Qwizard, QzzrDr. Scott Baird, Founder & Owner, Griffin Hill
This presentation will be available
on the Qzzr blog
&
a recording of this webinar will be sent to all registrants
Tens of thousands of quizzes being taken millions of times
World’s best publishers, brands and agencies
There is a renaissance happening
Hieroglyphics Paper Billboards
EmailBlogs
TV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes
Wait, what about surveys?
Under the hood of a quiz is a survey… that people actually want to take… and share with hundreds of their
friends.
The road is being paved by mega-publishers
Number one article on NY Times in 2013 was a quiz
Eight of the top ten most shared articles in the last eight months were quizzes
(BuzzSumo, April 2014)
Nine of the top ten most shared stories on Facebook in January, 2015 were quizzes
Three jobs companieshire a quiz to do:
1. Drive social traffic2. Collect qualified leads3. Present targeted calls-
to-action and offers
You don’t need a hot topic
• Wildest dream was that 1,000 people would take the quiz
• 70,000+ have taken it today
What businesses are most excited about
Turning this Into this
Words & Question Order• Words influence thought
• WORD CHOICE
•Speed Estimates in Auto Accidents
• SPREADING ACTIVATION—word cues
•“______ INK”
• QUESTION ORDER
•Japanese vs. American Business
Benefit Play• Purpose:
• Transition focus to the suspect
• Make an offer of something desirable and compelling
• Tell them why customers care
• Inspire the suspect to meet
• Principles:
• Suspects are self interested
• Features-Advantages-Benefits- Proofs
Self Actualization - Profit
Esteem - Prestige
Belonging - Pleasure
Safety - Preservation
Physiological (Deficit Needs) – Pain Relief
Maslow’s Hierarchy of Needs
5 P’s of the Benefit Play
Note: Benefit should match management level.
Needs Audit
Solution presentation
Adapted SolutionClosing
InteractionsFulfillment &
Follow Up
SIX STEPS
Case Open
The “six steps” of the sales process
– Provide milestones and direction– Set the expectation for the Close– Provide a structure for Plays and Metrics
Rapport
Positioning
Benefit
Proof
SNE
Reframe
Opportunity Queries
Problem Queries
Effects
Consequences
SNE
Reframe
Transition in terms of
Benefit
Proposal
Service Levels & Pricing
Call to Action Close
SNE
Reframe
Call to Action Close
SNE
Reframe
Give Somethin
g
Get a commitm
ent
Call to Action Close
SNE
Reframe
Fulfill Promis
es
Collect Proofs
Harvest
Referrals
SNE
Griffin Hill Integrity Sales System
Case OpenPurposes: • Turn suspects into prospects• Qualify a suspect for interest• Set an appointment/Permission “Move the chains”
Case Open: 5 Basic Plays• Rapport – • Positioning – • Benefit – • Proof – • Schedule the Next Event/Permission –
Who I am…What I
do…Why Clients like you care…Evidence/Proof of why you should
care…
Call to action.