Photo by Ste 71
Years ago, I worked on Mercedes Benz retail on a CRM project. The told me an interesting story. They were having real trouble converting people who answered "Yes" to the question "Are you considering buying a Mercedes in the near future?".
They commissioned some research and discovered that someone who said "No" to the question was in fact more likely to buy a new Merc.
It transpired that if you are think of spending a bundle on a car, you want to be left alone to make your own decision. So when requesting a brochure, a serious buyer will say "No" to the question, because they don't want to be hassled. However, those who simply wanted a shiny Mercedes brochure would answer "Yes", to give the appearance of a serious buyer.
They started following up people who said "no" and saw an immediate uplift in sales. Nice, huh?