Should you use "Zappers" to collect lead information?

There are pros and cons and this question requires careful consider ... NO!

Zappers are cold and impersonal, are often used by the unscrupulous to input spurious 'leads', and cannot be anywhere near as flexible as human beings when it comes to modifying questions and noting the nuances of reaction.

So, how should you capture the information you need?

Use a simple form, a pen and a stapler. (The stapler is used to attach the visitor's business card to the form to save time and fatigue - visitors fatigue quickly, especially when asked to write out all that information from their card.)

Ideally, the pen is wielded by the visitor. This involves the visitor and begins the process of ownership. The more you can get the visitor to handle something associated with your proposition, the more likely they are to become attached to you and your products or services. (Almost literally!)

Having ticked boxes relating to their interest(s), visitors are less likely to deny that interest - which can happen all too easily with electronically generated information; either as a result of over-ambitious sales techniques or simple input errors.

The actions involved in completing the form also encourage a more intimate transaction which will further 'warm' the visitor to you and your products. The completion process also lends itself to more in depth information gathering.

There is a downside. All that information you collect now has to be entered into your CRM system. This is a small price to pay for the benefits outlined above - which will be manifest in your results..