Post-Demo Prospect Feedback Survey Template
A 6-question survey sent within hours of a demo that surfaces real objections and stall risk before the deal goes quiet — short enough that buyers actually finish it.
What's inside
- Send-timing rule (2–24 hour window) and why it matters
- Two ready-to-use subject lines plus full email body copy
- The 6 survey questions verbatim, in send order
- The one open-text question that does most of the diagnostic work
- Scoring guide for the 0–10 question (Promoter/Passive/Detractor bands)
- Internal routing rules — who gets alerted on which answers
- A "silence is data too" rule for non-responders
- Manager weekly rollup template
Sent 2–24 hours after every demo. It exists to catch the objection the prospect didn't say out loud on the call — the one that quietly kills the deal three weeks later with no reply to your follow-up email.
Send Rule
- Send within 2 hours if the demo ended with any hesitation, vague next step, or "let me check internally."
- Send by end of next business day at the latest, always — even after a demo that felt great. Great-feeling demos stall too.
- Never send before your own internal debrief — you want their answer, uncoloured by your recap email.
Email Copy
Subject line options (use whichever fits the tone of the account):
- "60 seconds on today's demo?"
- "Quick, honest read on today"
Body:
Hi [First name], Thanks for the time today. I'd rather hear the honest version of how that landed than guess — this takes under a minute and shapes exactly what I send you next. [Survey link] No pressure either way — even "this isn't a fit right now" is a useful answer. [Your name]
The 6 Questions (send in this order)
1. Overall, how well did today's demo address what you came in wanting to see? (1 = Not at all — 5 = Completely)
2. Which part, if any, felt like it wasn't relevant to your actual situation? (Open text — highest-signal question on the survey; surfaces mismatches the rep didn't catch live.)
3. What's the single biggest question or doubt you're left with after today? (Open text — this is where real objections surface. Buyers will type things here they won't say on a call.)
4. How likely are you to recommend moving forward with an evaluation, based on today? (0–10 scale — standard NPS-style framing, scored below)
5. Besides you, who else would want to see this before a decision gets made? (Open text — surfaces hidden stakeholders, the real economic buyer, and decision-process gaps.)
6. What would need to be true in the next 2 weeks for this to move forward? (Open text — this is the buyer defining their own next step; use their words verbatim in your follow-up.)
Scoring the 0–10 Question (Q4)
| Score | Band | Internal action |
|---|---|---|
| 9–10 | Promoter | Fast-track next step within 24 hrs; ask for the intro to Q5's stakeholder immediately |
| 7–8 | Passive | Deal is real but not urgent — revisit the Why-Change-Now worksheet; don't assume it's moving on its own |
| 0–6 | Detractor | Do not send a generic "just checking in" — reply addressing Q2/Q3 directly, or loop in your manager before the next touch |
Routing Rule
- Any open-text answer to Q2 or Q3 that mentions a competitor by name → flag to manager same day.
- Any Q4 score of 6 or below → flag to manager same day, do not let it sit in a personal follow-up queue.
- Any new name in Q5 not already in the CRM → add as a contact and update decision-process notes before the next call.
Non-Response Rule
If there's no response within 3 business days, that is itself data — treat it the same as a Detractor score for follow-up purposes, not as "they're just busy." Silence after a demo they attended voluntarily is a stall signal, not a scheduling issue.
Manager Weekly Rollup Template
| Rep | # Demos | Avg Q4 score | # Detractors | Common Q2/Q3 theme this week |
|---|---|---|---|---|
Use the "common theme" column, not the average score, to drive the weekly coaching conversation — a 7.2 average hides the one demo that's about to go dark.
How to use it
Send this exact 6-question survey within 2–24 hours of every demo via email or a simple form tool, then route any Detractor score or competitor mention straight to the manager the same day rather than letting it wait in a personal inbox.