Not the Target: What People Don't Say
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This document provides questions for a customer interview to understand the customer's needs, purchasing decision process, experience using the product, and opportunities for improvement or expansion. The questions ask about the customer's role and decision making process, the problem being solved, criteria for purchase, implementation experience, product usage, recommendations, desired changes, and additional potential use cases within the company.
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Not the Target: What People Don't Say
- 7. You are not the target customer What people are not saying is as important than what they do say What people say and what people do often doesn’t line up
- 9. #1 Tell me about yourself. What is your role in the organization? How long have you been there? Did you make the purchase decision? Who did?
- 10. #2 What problem are you solving? How big is this issue? What does it cost in terms of time, people and opportunity?
- 11. #3 How or where did you first learn about the company? What other companies or solutions did you consider in the process?
- 12. #4 What was your success criteria for purchasing? How did you establish the criteria? Did the product meet it?
- 13. #5 What was your experience using the product? How long did it take to implement? Time, people, resources? How was the company to work with? How quickly did they respond?
- 14. #6 What is the MOST important feature of the product? Who is currently using the product and how can you get more people to use it?
- 15. #7 What would happen if we took the product away tomorrow? What would you do instead?
- 16. #8 Have you recommended the product to anyone else/other companies? Who?
- 17. #9 If you had a magic wand, what is one thing you would change or add to the product?
- 18. #10 If you could, would you invest your annual bonus in the company?
- 19. Bonus Question Are there other use cases in your company that this product could address? What is preventing this from happening?
- 20. You are not the target customer What people are not saying is as important than what they do say What people say and what people do often doesn’t line up
Editor's Notes
- 1-10 is different story than 10-100, who your customers truly are.
- As a VC, had 3 companies go through public listings/IPOs. And helped orchestrate 11 acquisitions. Before that, had training at P&G, ran marketing at Nextcard, and and ran my own marketing agency. Benefit of pattern recognition and understanding the critical questions that help you TRULY understand customers, their pains, needs, and in most cases what they AREN’T telling you that you can use to help your company grow. What I learned at P&G – launching products in new markets. Wrote playbook. . .adapted the playbook to SV and that’s what i’m sharing with you today.
- Doximity
- Sentinel One
- Figure Eight (Apple) – gives you leverage later.
- Key for acquisition later
- Key for acquisition later
- Key for acquisition later
- Key for acquisition later
- Key for acquisition later
- Key for acquisition later