How to Qualify Prospects With an Online Quiz

As a marketer, freelancer, or entrepreneur, it is crucial that you¬†qualify¬†prospects effectively. It allows you to uncover the wants and needs of your prospects and it’s the first step you must take in the sales and marketing process.

However, sometimes it can come across as an interview or even an interrogation. In addition, you might be dedicating a lot of time and resources to qualifying the old fashioned way on the phone or in person.

So if you want to generate more qualified leads, save time, and get more honest answers about what your prospects want, qualify prospects with an online quiz.

In this article we’ll walk through a quiz that Marie Forleo, an innovative digital marketer and entrepreneur, uses to qualify prospects online and drive them to her email list.

Her core business is selling online courses about entrepreneurship, so her quiz is carefully constructed to be to be a fun personality test for aspiring entrepreneurs.

They learn what kind of business would be best for them while Marie gains vital information that will help her market the right products and services to them to suit their needs.

Let’s take a look at how she qualifies leads with an online quiz:


First Things First: Driving People to the Quiz with an Ad


fb quiz to qualify prospects


This ad above, which appears on Facebook and Instagram, does a great job of getting attention right off the bat for Marie’s quiz thanks to its yellow color.

Bright colors aren’t necessary, but if they align with your brand, they’re a great way to draw your prospects’ eye when they’re browsing rapidly through their feed. After all, people have an attention span of less than 2 seconds in today’s world.

Maria’s market mostly consists of aspiring entrepreneurs, so naturally the question “What Type of Entrepreneur Are You?” is the perfect hook. Plus, it only takes 60 seconds to find out — what do they have to lose?

When creating the initial ad for your quiz, emulate Marie and make the call-to-action short and sweet.

The goal is to get them clicking through engaged with the quiz as quickly as possible so you can start learning more about them.

As far as the software to create the quiz itself, there are plenty of affordable options like Typeform for you to research and try.


Qualify Prospects Using These Four Questions


There are a million qualification questions you could ask a potential customer, subscriber, or fan.

But no matter what, you should ask and get answers to these four key qualifying questions if you truly want to understand your prospect on a deeper level:

  • What (what does your prospect really want? What need should you focus on solving?)
  • How (what are the specific ways in which your prospect wants their problem to be solved?)
  • Why (what is the deeper reason, the driving force, behind their needs and wants)
  • Where (where is, or where will, your prospect be located when solving their problem?)

As we go through Marie’s qualifying quiz step by step, we’ll see her ask each of these questions in a unique way.

So let’s jump into the fun stuff:


Quiz Question #1: The “What”


first qualification question on quiz

The first question on the quiz asks you to pick the phrase that “sounds the most like you.”


This takes care of the “what” of qualifying. We’re going to find out what their situation is and what they want, all in one fell swoop.

It has four options to choose from, ranging from someone who hasn’t started a business yet all the way to someone who has a consistent business already and wants to take it to the next level.

Obviously, Marie would direct her beginner “wantrepreneur” prospects to a different product or service than her advanced prospects who already run a business full time.

You can use this same question in your quiz while making the answers more relevant to your market.

For instance, if you sell cooking classes, you can qualify your prospects with the following:

Q: Which phrase sounds most like you?

A1: “I can’t cook at all, but I want to learn how”
A2: “I’ve started cooking, but I can’t get the recipes to turn out well consistently”
A3: “I’ve been cooking for a while, but I still can’t recreate certain challenging dishes from my favorite restaurants”
A4: “I cook all the time, but I’m ready to go to the next level and become a master chef”

Thus, if your prospect chose #1, you could offer them your introductory cooking class for absolute beginners.

If they chose option #4, you might provide them with information on your exclusive masterclass for advanced chefs.

And now that we know the what, we’re ready for the how.


Quiz Question #2: The “How”


second quiz question for qualifying prospects


Everyone loves to talk about their passions and what gets them in the zone. And question #2 plays right into that.

Marie lists five options here, all relating to different personality types.

In other words, this question is asking them how they see themselves running their business day to day.

In answering this question, the prospects are qualifying themselves.

For instance, if someone selects “teaching” then this could be a clue that they are, or want to be, a life coach or a yoga teacher.

If they select “creating,” then perhaps they are a graphic designer or want to start a creative agency.

Marie can put them into different marketing funnels for different courses depending on their answers here.

The question itself is universal and it can be tweaked, along with the answers, to relate to your specific business.

Let’s say you run a health supplement company, for instance.

You might provide a variety of products ranging from muscle-builders, to fat-loss shakes, to general wellness supplements like powdered vitamin packets.

Your answers might revolve around activities that relate to health and fitness, looking something like this:

Q: “I’m most in the zone when I’m…”

A1: “Lifting Weights”
A2: “Running / Cardio”
A3: “Doing Yoga”
A4: “Planning Meals”


Quiz Question #3: The “Why”


third question to qualify customer


Notice how this question gets much more specific and offers more potential answers.

If you start off the bat asking a question like this you might not get as many responses or they might not be as truthful. But Marie very smartly builds momentum first to warm the prospect up.

She did this with a basic, more factual kind of question regarding what stage of their business they were in. Then, the second question asked a slightly more specific question around the type of work they would like to do in their business.

Now, this question seems perfectly natural as part of the sequence. This is where the marketer finds out the “why.”

The quiz approaches this qualification step creatively, asking what the “most appealing thing about running a business” is. That’s how to qualify your prospects without making it seem like an interrogation.

It tells Marie what outcome her prospect really desires from their own successful business at the end of the day.

Thanks to the commitment and consistency principle, it’s also selling the prospect even more on the idea of having or improving their own business and tying a specific reason to it.

Let’s use a health and wellness company as an example again of how others might use this quiz question to suit their specific business:

Q: “The Most Appealing Thing About Improving My Health Is”

A1: “Fitting into my favorite old clothes”
A2: “Beating my personal records in the gym”
A3: “Improved Flexibility and Agility”
A4: “Having more energy throughout the day”


Quiz Question #4: The “Yes” or “No”


mario forleo quiz market sophistication


This question is an extension of the “what.” However, as you’ll notice, it’s the only question that is Yes or No.

Whereas the first “what” question revolved around more of the prospects’ actual circumstances and life situation with regards to entrepreneurship, this question uncovers how much thought they’ve given toward their passion with a simple Yes and No approach.

It also provides an “I don’t know” answer to give them an easy out, as no one wants to admit they’re not passionate about anything.

So what’s the relevance of this quiz question with regards to the qualification process?

For Marie Forleo, who offers advice and inspiration to aspiring business owners, this question about passion makes sense.

Depending on how someone answers, she might offer a course on finding their passion.

Or if they already do have a single, burning passion, she can ask them about it later on and tie her products into helping them fulfill it through being an entrepreneur.

If asking your prospects about their passion isn’t relevant to your business, you can create your own “what” question in a Yes or No format.

For instance, a real estate agent use the following question and answers to gauge how far along in the home buying process a client is:

Q: “Do you have a clear vision of your perfect dream home”?

A1: “Yes”
A2: “No”
A3: “Maybe? I’m not sure…”

Either way, the real estate agent wins.

If the prospect does have a vision of their dream home, they can dig deeper and find out what it is. If not, they can help their prospect envision it and build up their desire so that their buying temperature spikes.

Either way, the marketer who uses this extra “what” question can get valuable information on how far along their prospect is in the the sales and marketing cycle and what kind of help they need from you in order to get what they want.


Quiz Question #5: The “Where”


final quiz question for qualifying prospects


Question #5 is all about the “where.”

The quiz is now asking the prospect to choose the ideal workspace.

What aspiring business owner doesn’t want to think of their ideal workspace? Or doesn’t have fantasies about doing what they want, where they want, and how they want?

A prospect who wants to run a business while traveling the world with a laptop is different that someone who is looking to start their own brick and mortar retail store, and Marie knows this.

To use the real estate agent as an example again, their question might look like this:

Q: “Where is your ideal neighborhood?”

A1: “Downtown”
A2: “Beachfront”
A3: “Suburbs”
A4: “Rural / Countryside”

Thus, the fifth and final quiz question rounds out the qualification process. And now, of course, the prospect wants to view their exciting results!

Of course, being the savvy marketer that Marie is, she’s going to ask for their email address first before handing over the goodies.


The Final Ask: Getting Their Email Address

email capture page after online quiz


Ah, the classic email capture page.

An equal exchange of value can now take place.

If you’ve asked relevant questions so far in your quiz to keep your prospect interested and engaged, then they’ll want to see their results. Thus, your conversion rate on getting their emails should be pretty high.

Again, Marie is one of the best marketers in the game. Take a page from her book and don’t just say “give us your email to see your results.”

Instead, promise some other enticing benefits such as tips, guidance, or other incentives once they hand over their email. That way they are anticipating receiving cool stuff in their inbox (instead of spam) and your open rate will increase.

After all, you can qualify prospects all you want, but if they don’t read your emails, you aren’t likely to sell them anything.


Wrapping It Up


No matter what kind of business you have, you need to qualify your prospects.

In fact, you should be qualifying your current customers as well to continue learning more about their wants and needs so you can offer even more value and help them improve their lives.

Using a quiz as a qualifier helps you save time and money without the need to call them or meet them in person. It also helps you get honest answers due to being fun and low-pressure.

So if you’re wondering how to qualify your prospects to bring more leads into your business and take customers further along your funnel, consider incorporating a quiz like the one above.

Then, you can custom tailor your presentation to focus on their specific needs, add more value to your customers’ lives by creating new products and services based on their feedback, and optimize your marketing funnel to enjoy more fun and profit in your business.

And that’s something every business should want.