The traditional perception of surveys is that they're a vital tool for collecting data about your customers. They can be used to measure their attitudes about your company, products, and services. They can also be used to expose needs and desires that would otherwise be neglected. Besides the valuable data and the insight they provide into your clients' behaviors, surveys can actually boost sales.

Now, this is a slippery slope. Most people consider them to be a research tool. The problem is that hiding behind a facade of research in order to sell products and services is illegal (at least, in the U.S.). However, when designed properly, surveys can encourage sales as an ancillary effect. Today, I'll describe how they strengthen goodwill, communicate information, inspire favorable opinions, and improve your company's bottom line.

Strengthening Goodwill

When surveying your customers' level of satisfaction, an interesting psychological event takes place. Most people who have purchased your company's product are likely to be happy with it. By asking them to answer questions about your product and how they feel toward it, their brains look for ways to support their existing feelings. In effect, the questions strengthen the level of goodwill respondents feel to your business. This tends to reinforce the relationship which leads to future sales.

The Power Of Two-Way Communication

Even though conducting surveys is primarily done to gather data, information is always communicated the other way. For example, assume that your company produces a line of related products. A large portion of your client base does not own (or, even know about) all of them. While surveying their level of satisfaction with the products they do own, they're eventually going to learn about the others.

Keep in mind that the questions you're asking are reinforcing the relationship your customers already have with your company. In a way, they're subconsciously renewing their commitment to your business. Now, they're learning about other products that you sell. While you're not trying to promote your line of products with your questions, it's necessary to include them in order to gauge customer satisfaction about them. Don't be surprised if you see increased sales.

Formation Of Opinions

Believe it or not, most of your customers are mildly apathetic about your company. People aren't naturally inclined to have strong opinions unless they're encouraged to form them. Your surveys will be asking respondents to provide their opinions about your company, products, and level of service. Those who have never formed strong opinions about these things will do so (usually, in your favor).

Think about how Mac computers are placed in movies. They're often given to the protagonist. The reason Apple does this goes beyond mere branding. By giving them to the protagonist, Apple encourages the audience to form - or reinforce - a favorable opinion about the computers, driving increased sales. Your surveys do the same thing, in a subtle, yet potent way.

Retention, Attraction, And Sales

Even though your main objective is to gather useful data that provides insight into your customers' needs, behaviors, and attitudes, you'll find that your surveys will often have sales-related effects. They'll strengthen the goodwill your buyers already feel toward your company, improving retention. They'll encourage respondents to become proactive in telling others about your company, helping you attract new customers. And they can boost sales by disseminating information while helping people form favorable opinions.

The important thing to remember is that these surveys can improve your sales as a secondary effect. Their primary focus is still to peer into the hearts and minds of your customer base.