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.
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.
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.