What makes our prospect assessment worth completing?

An assessment should return something personally useful in exchange for a prospect's time and information, rather than simply collect contact details. The value might be expert advice, industry benchmarking information or a personalised answer to a business challenge.

Choose the format according to the answer the prospect needs. A calculator takes business information and generates an answer, often numerical. An assessor uses targeted questions to produce a report. A configurator lets someone personalise a product or service around their needs. The practical starting point is the benefit the prospect receives: define that benefit before deciding what information to request. Personalised guidance gives the interaction value whether or not the prospect becomes a customer.

Keep the questions focused on helping prospects understand what a solution could mean for their business. Dematic's Micro-Fulfillment configurator was designed for customers who already understood the general concept but needed top-line specifics to assess its relevance to their operations.

The digital experience was designed to be straightforward, helpful and easy to navigate. Its landing page, headlined "Less is more," moved customers through a brief set of questions, with the aim of reducing bounce and maximising form completion. The configurator was intended to give Dematic's e-commerce, supply chain and other customers a deeper understanding of the solution, while giving Dematic customer information to support prospective leads and sales discussions. The practical lesson is to focus the interaction on the gap between general understanding and business-specific relevance.