Building Triage Forms

It sounds counter-intuitive but, sometimes, adding ADDITIONAL steps to a funnel improves the conversion rate. That’s one of the reasons why we often inject a TRIAGE DIAGNOSTIC into a funnel before giving a prospect the opportunity to book a call. This helps build anticipation and pre-qualify.

Building a Triage form requires a logical flow of questions where you'll take the lead to a series of questions that helps you and them better understand their journey through your world. We've listed the ingredients of a highly effective diagnostic form below.

In this guide, we will break down each ingredient and show you examples of forms from us and our existing clients who are leveraging this powerful method.

1. NO BRAINER QUESTION

A person who looks at the question should know the answer right away. Some of the best questions are:

• Which of the following best reflects your circumstances?
• What TYPE of business do you have?
• What is your ROLE in the business?

Example from Client:

Louise Davis' 'No Brainer' Question.

B2BDash's 'No Brainer' Question.

2. GAIN QUESTION

This question highlights their need. It's best to present the potential client with a future picture or outcome. The best questions would be:

• Which of these goals is most important to you
• Why do you want [PRODUCT/SERVICE/OUTCOME]?

Examples from Clients:

Louise Davis' Gain Question on her Form

B2BDash's Gain Question

3. PAIN QUESTION

This helps you identify the challenges of your client or potential headaches. Here are the best examples:

• Which of the following factors is most likely to slow you down?
• What is the main barrier holding you back?

Examples from Clients:

John Weichard's Pain Question

From Louise Davis' Pain Question

4. GOLDILOCKS

These are the parameters of an Ideal Client. You can start asking questions to help you determine if the client is an ideal one.

Here, we will share questions based on 2 main criterias:

SIZE AND AGE QUESTIONS

• What is the AGE of your business? In what year did you sell your first product/service?
• How many FTE staff do you have right now?

Example from Dash:

Goldilocks Question from B2BDash

BUDGET QUESTIONS

• How much is a quality client worth in the first month?
• Do you have autonomy to make purchasing decisions? 

Examples from Dash:

Budget Question from B2BDash

5. RED FLAGS

These are outside parameters that may affect how the client qualifies, Think about the bad clients

Here are a few examples:

DECISION MAKER

• Do you have the autonomy to make purchasing decisions?
• What best reflects your circumstances right now?

Red Flag Question from B2BDash

6. DEAL BREAKERS

These questions help you decide if a client is a good fit or not.

Examples:

• Too big? Too small?
• Wrong industry?
• No budget?

B2BDash's Deal breaker question

B2BDash's Deal breaker question

7. CONTACT DETAILS

This is where you ask for the client's Full Name, Email, Mobile.

Examples from Clients:

Louise Davis' Contact Details question

Digital Phenix's Contact Details Question

If you're feeling overwhelmed with the questions, take your time in formulating them. A good practice would be to take a scratch pad and list down the questions and start picking those that fit your diagnostic form.

A diagnostic can only be effective if you have the right questions that help you categorise your leads to avoid wasting time with those that do not qualify and focus on leads that can go the distance.

To learn more about diagnostic forms, you can check out courses in The Recipe in B2BSchool.

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