Survey Tips

3 Ways to Sell More Faster: Combine Surveys and Google Apps

Andrea Fryrear
7 min read

It’s no secret that knowledge and power, but this aphorism is particularly true for sales.

Knowing who to call and when, and exactly how your product can solve their problem are some of the most powerful pieces of data a sales team can possess. 

Simply having the data isn’t enough. You also have to distribute it to the right people at the right time.

Surveys and online forms can help you collect all the data you need, and integrating with a cloud-based solution like Google Sheets puts salespeople in a position to act on that data in near real time.

Implementing these four simple connections between surveys and Sheets will help you sell more and do it faster. So what are we waiting for? Let’s get started.


The Importance of Google for Sales

If your use of Google Apps is limited to opening your personal email via Gmail and sharing your holiday shopping lists with family members on Google Drive, it may surprise you to learn that huge enterprises use Google Apps for Work to power their teams.

Forrester completed a Total Economic Impact (TEI) study examining the value Google customers achieve by implementing Google Apps for Work.

The results were impressive:

  • 304% return on investment (ROI)
  • $8 million in collaboration efficiencies
  • $9 million in mobility benefits and legacy IT cost savings


The composite organization that Forrester used for this study was huge: 10,000 employees and $4 billion in annual revenue. If you’re curious about how much your particular team might save by getting started with Google, there’s an interactive model based on the TEI framework.

Now that we’ve seen that Google Sheets (and other apps) can create serious results for your team, let’s look at a few specific ideas that can help you generate more sales.

We’ll look at the general concepts first, and then we’ll walk you through a more technical how-to guide.


Option 1: Take the Stress Out of Trade Shows

Ever feel like you’re always the one setting up the booth?

Are you pretty sure you have a colleague that only works trade shows during happy hour?

If you start managing your trade show and conference workload using a survey and Google Sheets, you’ll have hard data to prove any discrepancies in workload (or just simplify managing the event).


Collect Staff Attendance Data

First you’ll need a simple survey to determine who is going and how long they’ll be staying. You can ask team members to include arrival and departure dates and times so you have a complete record.

Using survey logic, you can then ask people to choose times to work only on the days when they’ll be attending the trade show.

Let’s say I answer that I’ll be there Wednesday and Thursday but not Friday. Then survey logic will show me the schedule for Wednesday and Thursday only. No need to get any responses about my time at the booth on Friday since I won’t be there.

When you export all of this data into a Google spreadsheet, you can easily confirm that all staff members have committed to the appropriate amount of time, and that you have coverage for the full event hours. And, if needed, that Sheet can then be shared with the entire group so that everyone knows where they need to be and when.


Save and Continue for Up to Date Schedules

Oftentimes sales reps will use trade events and conferences to schedule face-to-face chats with existing customers or to answer prospects’ questions in person.

As these appointments take shape, your conference attendees may have to adjust their commitments to the booth.

Simply incorporate a Save and Continue option into your survey so that each team member can return and update their schedule as needed. And, by pushing their changes automatically into your Google Sheet, you can be sure that any gaps in coverage will become instantly obvious.


Option 2: Take Control of Lead Collection

I was once at an major marketing conference where the lead scanners looked like they had been beamed in from the early 1980s. It was very hard to have confidence that the data we collected with them was going to find its way onto a modern computer.

Fortunately, with a survey and Google Sheets combination, you don’t have to rely on antiquated hardware or intermittent wifi to collect leads.

To keep things simple for your prospects, set up a survey that consists of just one question with a handful of fields. Maybe name, email, and company name are all you need; don’t go overboard by asking too much or you’ll intimidate people visiting your booth.

Any number of team members can have this survey pulled up on a tablet during an event, which also means you don’t have to wait awkwardly while one person finishes using a single scanner.

For buildings with unreliable wifi, you can use offline data collection to snag leads with or without connectivity. Then, once the internet’s available again, you can push all your leads to a Google Sheet.

By updating your lead spreadsheet in real time using Google’s cloud-based system, you can provide your team back in the office with visibility into the leads you’re collecting. For those that are particularly hot or valuable, they can start qualifying and researching right away.

No need to wait for the conference’s end to start following up!


Option 3: Simplify the RFP Process

Working on an RFP can sometimes feel like the world’s most complicated detective work.

You need input from multiple people across multiple departments, and making requests via email often doesn’t do the trick.

But, if you provide each contributor with their own simple survey and then push all that data into a single Google spreadsheet, you make the whole process easier for both the sales team and the external contributors.

Using a File Upload question also allows respondents to share whole documents with you without the need to resort to email attachment tag.


How to Export Survey Data to Google Sheets

There are a handful of requirements and prerequisites to keep in mind before you can push survey data to a Google spreadsheet:

  • You’ll need to connect your Google account to your SurveyGizmo account.
  • The push action won’t create a new column in a spreadsheet; it only updates existing columns.
  • That said, you don’t have to update each and every column with each survey response. Some can remain blank.
  • Reporting values, not answer options, are passed to the spreadsheet.
  • It’s possible to have multiple Google Sheet actions pushing from the same survey.

Now, on to the fun part.

We recommend that you create your entire survey before setting up this integration. Once that’s done, add a new spreadsheet to your Google account and create names for each column into which you plan to pass survey data.

Then go back to your SurveyGizmo survey and add a Google Spreadsheet Action. Make sure you’ve noted the names of each of your columns; you’ll be creating a map of how your survey data should populate these fields.




(Check out this step by step walk through in our documentation for more details.)

This integration works in test mode, so you can make sure everything works before releasing it to the world.

Here’s how it should look, and how the data will report in your Google Sheet:





Surveys + Sheets = Easier Sales Process

Have you streamlined a sales process using survey data and a Google app? We’d love to hear about it! Share your story in the comments and you could be featured in a future case study!

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