After 9 years as an entrepreneur, Omar Eltakrori has learned a crucial truth: you don’t have a business if you don’t have leads. While most new entrepreneurs obsess over logos and websites, Omar has discovered that everything flows downstream from lead generation.
Recently, Omar had the privilege of speaking with Daniel Priestley, a business expert and serial entrepreneur who shared a game-changing strategy that’s generated millions in revenue: using assessments as a lead generation tool.
Don’t sell what you do – sell the assessment for what you do. This simple shift in approach has transformed his business and could do the same for yours.
Why Assessments Work So Powerfully
An assessment is a lead generation strategy where instead of selling your product or service directly, you offer a free evaluation to determine if someone needs what you offer. This approach works because it provides value upfront while qualifying potential clients.
Daniel shared how his first assessment generated 90,000 leads and $20 million in revenue. What makes this approach so effective is that you’re not just collecting names and emails – you’re gathering detailed information about each prospect’s situation, challenges, and needs.
The psychology behind this is brilliant. When someone takes your assessment, they’re already acknowledging they might have a problem you can solve. By the time you connect with them, the conversation isn’t about selling – it’s about addressing the specific issues revealed in their assessment.
Types of Assessments That Convert
Based on his conversation with Daniel, there are several assessment formats that work particularly well:
- Readiness Tests: “Are you ready to start a podcast?” or “Are you ready to scale your business?” These 10-15 question assessments quickly qualify leads.
- Type Assessments: “What type of entrepreneur are you?” or “What’s your content creation style?” People love discovering more about themselves.
- Diagnostic Assessments: These more comprehensive evaluations (20-50 questions) work best for bottom-of-funnel prospects who are closer to making a purchase decision.
The beauty of these assessments is their versatility. They work for coaches, consultants, service providers, and even some product-based businesses where customers need guidance on which option is right for them.
Creating Your Assessment Strategy
To implement this approach in your business, start by identifying what problem your ideal clients are trying to solve. Then, create an assessment that helps them determine if they have that problem and how severe it is.
For example, if you’re a real estate agent, you might create an assessment called “Are you ready to sell your home for maximum value?” The questions would help identify factors that might prevent them from getting top dollar for their property.
When designing your assessment, focus on questions that:
- Reveal pain points your service can address
- Help prospects self-identify their needs
- Provide you with information to personalize your follow-up
The follow-up is where the magic happens. Instead of a generic sales pitch, you can say, “Based on your assessment results, I noticed these three areas where you’re struggling. Here’s how we typically help clients overcome these specific challenges.”
Building a Business Around Assessments
What I find most compelling about this approach is how it can become the centerpiece of your marketing ecosystem. Your assessment can connect to your content, drive people to your presentations, and ultimately lead to sales conversations.
Daniel suggests creating what he calls a “pinball machine” where all your marketing assets feed into each other: “Someone takes the assessment, they end up watching the long-form piece of content. They watch the long-form content, they take the assessment. They take the assessment to download the tools. Eventually, by the time they get to you, they’re ready to go.”
This creates a self-reinforcing system that pre-qualifies prospects and builds trust before you ever speak with them.
Omar’s Personal Experience
Since implementing assessment-based lead generation in his own business, he has seen remarkable results. his signature presentation on “The Five Mistakes Entrepreneurs Make When Building Their Personal Brand” has generated over $125,000 in the last six months alone.
By adding an assessment component to this presentation, I’ve been able to capture more detailed information about his prospects and provide more personalized follow-up. This has significantly increased his conversion rates.
The assessment approach has also helped me focus on quality over quantity. Rather than chasing thousands of followers, I can concentrate on finding the right clients who are truly ready for his services.
Final Thoughts
In a world where attention is scarce and competition is fierce, assessments offer a refreshing alternative to traditional marketing. They provide genuine value, position you as an expert, and create a natural pathway to sales conversations.
As Daniel reminded me, this approach is based on the clinical method – where diagnosis precedes treatment. Just as a doctor wouldn’t prescribe medication without first understanding your symptoms, we shouldn’t try to sell solutions without first understanding our clients’ needs.
So if you’re struggling to generate leads or convert prospects into clients, consider creating an assessment. It might just be the million-dollar strategy your business needs.
Frequently Asked Questions
Q: What businesses can benefit from using assessments for lead generation?
Almost any service-based business can use assessments effectively. They work particularly well for coaches, consultants, agencies, real estate agents, financial advisors, and other professionals who solve complex problems. Even some product-based businesses can use assessments to help customers determine which solution is right for them.
Q: How many questions should my assessment include?
For top-of-funnel lead generation, aim for 10-15 questions that can be completed quickly. For more qualified prospects who are closer to making a buying decision, you can create more comprehensive assessments with 20-50 questions that provide deeper insights.
Q: How do I promote my assessment once I’ve created it?
You can promote your assessment through social media, email marketing, at the end of presentations or webinars, in your content, and even through direct messages. Daniel mentioned sending 150 personalized DMs daily as an effective strategy to get people to take your assessment.
Q: What should I do with the data collected from assessments?
Use the data to personalize your follow-up communications and sales conversations. The information helps you understand each prospect’s specific needs so you can tailor your approach. You can also analyze aggregate data to identify common patterns and refine your marketing messages.
Q: Do I need special software to create an assessment?
While you can create basic assessments using form builders or quiz tools, dedicated assessment platforms like Score App (which Daniel created) offer more features specifically designed for lead generation, including automated scoring, personalized results pages, and integration with your CRM or email marketing system.