Interviewing Customers...the Right Way with Justin Wilcox
| Ask these questions: | Listen for: |
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What's the biggest challenge you're facing as a founder?
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Anything to dig into.
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When was the last time you tried to solve that problem?
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Have they tried to solve it in the last 3 months (B2C) or last 12 months (B2B)?
If not, start over asking about a different challenge.
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Can you tell me about the last time that problem happened?
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Opportunities to clarify - this is your chance to ask "dumb" questions.
Phrases and jargon you can turn into marketing copy.
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Why is it a problem for you?
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The real problem they're trying to solve.
Emotions you can evoke in your marketing copy.
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Are you looking for alternative solutions? If yes, why?
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No? They're not early adopters yet. Start again.
Yes? This is how to differentiate your solution from the competition.
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| Your Interview Script (repeat 2-3 times): | Listen for: |
|---|---|
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What's the biggest challenge you're facing as a CUSTOMER ROLE?
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Anything to dig into.
|
|
When was the last time you tried to solve that problem?
|
Have they tried to solve it in the last 3 months (B2C) or last 12 months (B2B)?
If not, start over asking about a different challenge.
|
|
Can you tell me about the last time that problem happened?
|
Opportunities to clarify - this is your chance to ask "dumb" questions.
Phrases and jargon you can turn into marketing copy.
|
|
Why is it a problem for you?
|
The real problem they're trying to solve.
Emotions you can evoke in your marketing copy.
|
|
Are you looking for alternative solutions? If yes, why?
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No? They're not early adopters yet. Start again.
Yes? This is how to differentiate your solution from the competition.
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No mention of the problem you hoped?
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What's the biggest challenge you're facing as a CUSTOMER ROLE with respect to PROBLEM CONTEXT?
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Note: Pay extra close attention to how recently they've looked for a solution.
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Bonus Questions
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How did you find out about the solution you're trying now?
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Your marketing channels.
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I'm actually exploring a solution to the
[Insert their Problem] problem. Can I contact you
if we find a viable solution?
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Contact information, in case you end up solving their problem.
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Do you know 1 or 2 other people who are struggling with
[Insert their Problem] problem I could talk to?
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More customer interviews.
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How much money are you spending to try and solve this problem now?
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A potential anchor price.
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How often do you encounter this problem?
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How often they might use your solution.
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Plus: Get free Customer Discovery Ninja coupon codes.
