Several years ago, I did some change management consulting and needed to find a way to identify potential issues on the project team. I also wanted to measure organizational readiness and have metrics for the project steering committee. My educator wife suggested using an “exit ticket.”
Teachers use exit tickets to engage with students, having them answer a question on the way out the door. For my change management gig, I used a simple two-question online survey shared at the end of each virtual or in-person meeting. The exit ticket allowed people to raise issues or concerns without speaking up in front of a large group. It served as a pulse or temperature check on the meetings and project overall.
The same method can be used with client and prospect meetings. You don’t need a formal survey; simply ask a question at the end of the meeting: “What’s one thing we should have talked about today but didn’t?”
That single question accomplishes so many things. It allows the participants to share something important to them. It surfaces issues that may not have otherwise been visible and helps bring visibility to new opportunities. It demonstrates that you want to hear, not just be heard. If you really want to have an impact, go around the room and ask each person the question —not to put them on the spot but to genuinely make sure everyone has the opportunity to have their say.
Pro tip: If you ask the question of each person, don’t start with the most senior people or strongest personalities; otherwise, others are likely to repeat what they think the boss wants to hear.
Other questions or variations might include, “What most surprised you about what we discussed today?” and “What is one thing we can do to provide more value?”
Exit ticket questions don’t need to take a lot of time. If someone is getting long-winded, suggest scheduling a follow-up call to learn more about the topic they raised. If someone says “nothing,” take the win and move on.
Finally, remember that what you’re hearing is feedback, and all feedback is valuable, even if it’s not entirely relevant or accurate. If you want better integration between marketing and sales tactics in your organization, contact the R2R Marketing team today.
