Customer Interviews will generate a wealth of actionable information, including new revenue
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opportunities. Yet this approach, which traditionally pays for itself with a handsome dividend (one of my most recent client interviews revealed a 6 figure engagement), is probably one of the most under-utilized strategies. Customers love to share feedback, and to provide their points of view and perspectives. It’s not uncommon to hear “I love that you’re doing this!” Equally as important, interviews also provide insights respective to a company’s core value proposition and the sales decision making process. I’ve used this approach for several years, and it’s never failed me or my clients. The value of a 30 minute call will generate 4 amazing insights every company can capitalize on:
What triggered the decision to find a solution?
This question takes a customer back in time, long before there was any consideration that a purchase might be made. Every purchase has an event or a problem that needs to be solved. Although we “think” we understand the “pain points” our products or services solve, I’ve found it interesting that often the customer and the company aren’t necessarily in alignment. Being out of alignment in this situation doesn’t necessarily have a negative impact, but it can be perceived as an opportunity which can be used to more effectively navigate the sales process in future deals. The historical perspective provides valuable insight regarding how problems are addressed, discussed, and ultimately resolved; providing excellent insight into the pre-sales process.
How did they find the resources to fit their needs?
The answer to this question provides invaluable insight as to how the customer sought out the companies they want to meet and talk to: What resources did they use? Was there any other criterion to determine the final list? This information will tell you if you’re leveraging all of the communication channels necessary to capture new leads. Does your company really need to be on every social media portal? Or possibly there’s just one or two that emerge the winners.
Why did they buy from your company?
This feedback is the core to understanding your value proposition or other key messaging, which could be instrumental in closing future deals, or supporting your advertising/sales collateral. Most companies are surprised by what they learn, and frequently there are reasons that go beyond the originating assumptions. Sometimes it’s a sales person, while other times it’s the benefit (s) of the products or services offered. But rest assured, there’s always something very distinctive which deserves to be called out and leveraged as unique competitive positioning.
What are the top 3-5 priorities for this year? Is there a place for your company to support a solution?
This question is a great way to determine topics for future whitepapers, blogs or articles. However, if the exploratory discussion is well planned, the information often turns into a “Golden Ring”, as the key learnings frequently reveal new revenue opportunities or product menu extensions which have established demand.
Customer interviews unearth immense and critically valuable information. However, there are guidelines that should be followed in order to optimize their time, as well as ensure the data is genuinely useful and actionable:
1. Hire a 3rd party resource that is well spoken, and has a keen sense of how to move and shift a discussion as key insights are revealed. If a representative of the company is part of the dialogue, customers tend to be more guarded, and thereby compromise the next point.
2. Conduct the interviews as non-partisan as possible, and encourage an open and honest dialogue.
3. Record the interview (be sure to disclose this to the interviewee) in order to spend more time actively listening vs. taking notes. This affords you the opportunity to play-back and share the conversation with others who may hear something unique which you may have missed.
4. Ask the interviewee for permission to quote them, and if there are any special parameters that need to be adhered to, in order to meet policy standards.
We all love our customers, now you have several new reasons to love them even more!
Want to know more, drop me a line and let’s chat [email protected] or let’s connect www.linkedin.com/in/jcfeeley/
About amptopia.com
[ibimage==25150==Small==https://www.amptopia.com==self==ibimage_align-right]Our mission at amptopia is to support marketing’s effort to generate the greatest amount of revenue impact, with the least amount of expense, without sacrificing innovation. Our flagship product, (m)suites, is a marketing and revenue management platform-simplifying the way you plan, connect actionable data, and control the outcomes of your marketing efforts. You plan the campaign, (m)suites will do the calculating and the tracking. Learn more at www.amptopia.com
