The Five Top Questions to Include in a Post-Event Survey

Post-event surveys are a crucial element to your meetings and events sales process. Often not valued they are, however incredibly beneficial. Not only a measurable resource they should be designed to create the next opportunity.
Here are our five most important questions you should include in your post-event survey.

1. How likely is it that you would recommend this service/product to a friend or colleague?
This ultimately offers the intel and creates the opportunity to seek if a referral is the next step. Prospects are 4 times more likely to convert when referred by a friend.

2. How did you hear about {insert company name}?
Understanding what sales and marketing strategies are generating leads is crucial to meeting your annual sales budget. Identify these referral sources, track and review on an annual basis. Ensure you report on the ROI when reviewing your sales strategy.

3. Please provide details of a colleague or industry friend who you believe would benefit from {your services}?
Yes - we are directly asking for a sales lead. Why not? It is a voluntary question. And if they choose to provide a contact, use that mutual connection to open the sales conversation.
​
4. May the comments provided be used through {insert company name} marketing channels?
Ensure your survey includes a leading question, allowing space for comments and feedback.
By asking to utilise comments through your business marketing channels, if the source is highly regarded these comments will benefit your credibility within meetings and events industry.
​
5. Do you hold any other events?
Any answer here is automatically a new warm lead. Record it, action and follow up. 

These five questions can provide you with new warm leads, invaluable feedback and targeted sales and marketing strategies. Do not underestimate the power of a post-event survey!