31 Sales Survey Questions: Types, Examples & Best Practices

Post-Purchase Satisfaction Surveys

Why & When to Use

The moment a customer clicks “buy” or after their first experience with your product is a golden opportunity. Customer satisfaction after purchase tells you what your buyers love, what’s confusing them, and where you might be dropping the ball in onboarding. These surveys should hit inboxes within 24–48 hours of purchase or immediately after the user’s first product interaction.

Here’s when they pack maximum impact:

• When you want first-impression feedback on onboarding.
• If you need to measure the smoothness of your checkout or signup process.
• To identify gaps before they drive new users away.
• For early signals of buyer’s remorse.
• When you crave soundbites for testimonials—straight from happy customers.

Collecting this feedback fast arms your sales and support teams with the knowledge to save shaky starts, foster loyalty, and spark glowing reviews.

5 Sample Questions

1. How satisfied are you with the checkout experience?

2. Did you find it easy to get started with the product?

3. Were your expectations met after your first use?

4. What’s one thing that would have improved your initial experience?

5. How likely are you to recommend us based on your first impression?

When you use these survey questions for sales teams, you get honest, actionable snapshots and can course-correct before small pain points turn into big regrets.

Initiating post-purchase surveys with open-ended positive questions can increase customer spending by 8.25% over the following year. (kellercenter.hankamer.baylor.edu)

Lost Deal (Churn) Surveys

Why & When to Use

It’s never fun to lose a deal or wave goodbye to a customer, but win-loss analysis is pure gold for smart sales teams. Lost deal surveys shine brightest when a lead selects “no” on a final proposal or a customer unsubscribes or cancels. This is your best shot to discover the root causes behind closed-lost opportunities, silent churn, or second thoughts.

Deploy these surveys immediately after the loss trigger. Use them to:

• Reveal competitor strengths and why your offer fell short.
• Learn what would have kept the door open.
• Discover pricing, product, or experience gaps.
• Eliminate future objections.
• Identify whether prospects might return with the right nudge.

Bold businesses face hard truths. Every closed-lost survey response is a road sign pointing to what you must improve—or double down on—to reduce churn and win the next round.

5 Sample Questions

1. What was the primary reason you chose an alternative?

2. Was there anything missing from our product or offer?

3. How did our pricing compare to your expectations?

4. What could we have done differently to win your business?

5. Would you consider us again in the future? Why or why not?

End every lost deal with a friendly farewell that invites honesty, and you’ll transform rejection into rocket fuel for sales improvement.

Lead Qualification Surveys

Why & When to Use

No one wants to waste precious sales time chasing dead ends. Lead qualification surveys are the shortcut your team needs, especially when embedded in gated content downloads or chatbot flows that automate sales routing. With the right questions, you’ll qualify sales leads and score prospects, so reps only connect with those ready to buy.

Deploy these surveys when you want to:

• Gather essential firmographic data like company size or role.
• Measure business challenges and urgency.
• Align leads with fit criteria (B2B, budget, authority, need, timeline—aka BANT).
• Segment audiences for tailored follow-up.
• Pass high-value leads directly to your A-team.

They take the guesswork out of prioritization, letting you build a robust lead scoring survey that keeps pipelines flowing with high-quality opportunities.

5 Sample Questions

1. How many users will need access to the product in the first year?

2. What’s your estimated timeline for implementation?

3. What’s the main goal you want to achieve with this solution?

4. Does your team currently have a budget allocated for this project?

5. Who will be the primary user or champion of this solution?

With these BANT survey questions, every form fill or chatbot ping becomes a way to rapidly qualify (or disqualify) leads, saving everyone time and delivering better service.

Sales professionals who demonstrate active listening during lead qualification achieve 68% higher information accuracy than those focusing solely on standardized questions. (callin.io)

Upsell/Cross-Sell Opportunity Surveys

Why & When to Use

Ah, the sweet spot: a customer is thriving and satisfied, and you spot the perfect moment to add value. Upsell survey questions help you surface interest in premium features, additional seats, or complementary offerings. The best time? After major milestones—like reaching 80% feature adoption—or mid-contract, when the relationship is warm but still growing.

Unlock their potential by:

• Surfacing wish-list items and new needs.
• Spotting champions hungry for extra functionality.
• Sizing up readiness for bigger investments.
• Suggesting the right upgrades at the right time.
• Seeding new revenue without sounding pushy.

Account expansion questions keep selling proactive and customer-centric, turning good clients into raving fans (with bigger contracts).

5 Sample Questions

1. Which additional features would add the most value for your team?

2. Are there any challenges we could help you solve with more advanced options?

3. How satisfied are you with your current plan or product bundle?

4. Would training or onboarding for new features interest your team?

5. What would prompt you to consider an upgrade or add-on?

Use these cross-sell feedback questions to uncover fresh growth opportunities, all while keeping delight at the center of every expansion conversation.

Net Promoter Score (NPS) for Sales Touchpoints

Why & When to Use

Want to know if your sales process really dazzles? NPS in sales targets the unsung hero of word-of-mouth marketing: loyalty born from great sales experiences. Don’t just use NPS post-purchase—fire off these surveys after a sales demo, quote delivery, or contract signature to truly measure sales experience.

The magic happens when you:

• Pinpoint promoters early in the buyer journey.
• Detect friction in your sales process.
• Benchmark reps or channels for quality.
• Solicit “breakthrough” improvement ideas.
• Build an audience of referral-ready cheerleaders.

The classic NPS question is just the start. Pepper in open-ended follow-ups to discover what moves your audience from “meh” to “wow.”

5 Sample Questions

1. On a scale of 0 to 10, how likely are you to recommend our sales process to a colleague?

2. What part of the sales experience impressed you the most?

3. Where did you encounter the most friction or confusion?

4. What could we improve before your next interaction?

5. If you could change just one thing about your recent sales touchpoint, what would it be?

With these promoter feedback prompts, you create non-stop loops of improvement, giving your sales team superpowers rooted in real customer voices.

Best Practices: Dos and Don’ts for Sales Surveys

Dos

Smart survey design can make or break your results. To create a world-class sales survey, always:

• Keep surveys short—less is always more.
• Personalize with CRM data to make questions relevant.
• Time them strategically to align with specific buyer stages.
• A/B test question order to uncover what engages best.
• Close the feedback loop with fast, thoughtful follow-up.

These best practices help you increase survey response rate and build trust.

Don’ts

On the flip side, avoid these pitfalls at all costs:

• Don’t use jargon or internal lingo that could confuse respondents.
• Don’t overload with open-ended items—brevity keeps answers sharp.
• Never ignore mobile optimization, as buyers are always on the go.
• Don’t send surveys without segmenting your audience.
• Never delay follow-up actions; act on feedback in real time.

Following these sales survey best practices ensures you capture honest answers without annoying or fatiguing your prospects and customers.

Conclusion & Next Steps for Implementing Sales Surveys

Sales survey questions are the engine that powers smarter, sharper, more human sales. Choose the survey type that solves your biggest sales bottleneck and launch with confidence. Start small, track improvements, and watch as loyal customers—and better results—roll in.

To kick things off, follow this launch checklist:

• Pick one survey type aligned to your target KPI.
• Customize your questions using the examples above.
• Choose your delivery channel (email, pop-up, or chatbot).
• Set up reminders to review feedback and take action.
• Share wins and learnings across your team.

Ready to transform your pipeline? Download our free survey template or book a consultation to see how the right questions can accelerate your sales today. Don’t forget to share this article with your network!