Big Forms Are A Pain To Fill Out And Easy To Put Off.
Big forms, think taxes. It is much easier to put off a big task until you have enough time to complete the task, than it is to just get started. When someone decides to provide information, you don’t want them to put-it-off until later. You want them to provide information and continue through your marketing and sales processes.
Asking For Too Much Too Soon Can Be A Deterrent.
Yes, we want to know all about our new prospects, but they hardly know us. It’s like when we meet a new person that’s an “interrogator”. They start with 150 questions and we are thinking, “wait a minute, I’m not ready to share that much.”
Asking For A Little At A The Time Feels Less Intrusive.
Like a conversation, asking for a little information at a time, as the relationship evolves, is much more natural.
Also, Collecting Just What’s Needed Helps You Decide What To Request Next.
Just like in a natural conversation, answers to previous questions determine what to ask next. There is no need to ask for their favorite running shoe if they're not a runner.