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

Owen FullerDr. Scott Baird

Fit Marketing Case Study

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

Mail

EmailBlogs

TV

Digital images

Video

Surveys/polls

Infographics

Lists

Quizzes

And it’s something we hated while we were in school

Type to enter text

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.

Why are quizzes so irresistable?

Engaging, Nourishing, and…

All about ME!!!

“Stop telling me interesting and useful things about myself”

- Said no one, ever.

81% completion rate2:27 average time

5% lead conversion rate

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

What about the rest of us?

The worlds’ simplest quiz tool

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 big channel

• 0 likes, 6 comments• Taken 70,000+ times• Over 750x Social Lift

You don’t need a hot topic

• Wildest dream was that 1,000 people would take the quiz

• 70,000+ have taken it today

Case studies

Kettlebell Fever

490 impressions | 90 leads | 18.4% conversion rate

Case studies

Kissmetrics quiz

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.

PLAYS

METRICS COACHING

PROCESSGriffin Hill Technology

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.

Get an additional video and the slides at

http://griffinhill.com/qzzr

Cold Calling Gold: How to Use Quizzes to Capture

Qualified Leads

Presented by:

Owen Fuller, Chief Qwizard, QzzrDr. Scott Baird, Founder & Owner, Griffin Hill