SlideShare a Scribd company logo
FOCUS
Con
WELCOME TO…
MASTERING
CUSTOMER
INTERVIEWS
@Justin_Wilcox
1. First of it’s kind
2. Built for you
3. An MVP
4. Feedback please
Digital Conference
1. Video
2. Exercises
3. Report Bug
4. Questions vs Chat
Tour
MASTERING
CUSTOMER
INTERVIEWS
@Justin_Wilcox
9:10 - Interviews get Sales
9:30 - Who to Interview
10:20 - Networking Roulette
10:35 - How to Interview
11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda
INTERVIEWS
GET
SALES
My Background
18 months
FOCUS Con: Mastering customer interviews
Discovered
Lean Startup
ThingsWeStart
Success
FOCUS Con: Mastering customer interviews
FOCUS Framework
Startup Accelerators
Curriculum
Fortune 1000
?’s
START
AT
THE
end
WHY
INTERVIEW
CUSTOMERS?
SALES
BUILDING
PRODUCTS
IS
BUILDING
PRODUCTS
IS
EASY
SELLING
PRODUCTS
IS
SELLING
PRODUCTS
IS
HARD
1. Website copy
2. Marketing channel
3. Marketing message
4. Competitive advantage
Interviews Make Selling Easier
SAMPLE APP:
SAMPLE APP:
PANDORA
FOR
SAMPLE APP:
PANDORA
FOR
EXERCISE
PROBLEM:
EXERCISE
IS
PROBLEM:
EXERCISE
IS
BORING
INTERVIEWS
AREN’T
ABOUT
INTERVIEWS
AREN’T
ABOUT
YES / NO
INTERVIEWS
ARE
ABOUT
INTERVIEWS
ARE
ABOUT
MARKETING
INTERVIEWS
ARE
ABOUT
STRATEGY
INTERVIEWS
ARE
ABOUT
COMPETITION
INTERVIEWS
ARE
ABOUT
SALES
?’s
WHO
TO
INTERVIEW
FOCUS 1.4
Adoption
Behavior
Curve
Diffusion of Innovations
Early
Adopters
Early
Majority
Late
Majority
Laggards
Victory
Exercisers
“Exercise is boring”
Victory
Start
“I don’t have an app that gives me new workouts”
“Exercise is boring”
Goes to Pole Dancing classes
Goes to CrossFit
Watches YouTube exer. videos
Uses “Zombies, Run” app
Uses “7 min. workout” app
Takes Cardio Hip Hop classes
Tweets about new Pole Dancing class
Comments on a CrossFit blog
Gives feedback on “Zombies, Run” app
Yelp review on Cardio Hip Hop classes
Joins exercise Meetup Group
HELP / FEEDBACK?
WHO ARE
EARLY ADOPTERS?
Seeking a Solution
Know they Have It
Have the problem
Customers who…
WHERE ARE YOURS?
Externally
Observable
Behavior
Tweets about new Pole Dancing class
Comments on a CrossFit blog
Gives feedback on “Zombies, Run” app
Yelp review on Cardio Hip Hop classes
Joins exercise Meetup Group
SAVE IT
TAKEAWAYS
FEEDBACK
?’s
9:10 - Interviews get Sales
9:30 - Who to Interview
10:20 - Networking Roulette
10:35 - How to Interview
11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda
NETWORKING
roulette
1 MIN
left
9:10 - Interviews get Sales
9:30 - Who to Interview
10:20 - Networking Roulette
10:35 - How to Interview
11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda
ASKING
FOR INTERVIEWS
3 Rules of Cold Contacts
1. Email
2. LinkedIn
3. Twitter
4. Facebook
3 Rules of Cold Contacts
1. Personal
FOCUS Con: Mastering customer interviews
3 Rules of Cold Emails
1. Personal
2. Short – 5 sentences
5 Sentence Cold Email
1. About them
2. About both of you
3. What you’re doing
4. What you’re offering
5. The ask
FOCUS Con: Mastering customer interviews
3 Rules of Cold Emails
1. Personal
2. Short – 5 sentences
3. Valuable
FOCUS Con: Mastering customer interviews
140 Characters
REDDIT DEMO
ASK FOR MORE INTERVIEWS
Lean Startup Founders “How do I do Lean Startup?”
Lean Startup LinkedIn Group
LSM Facebook group members
Blog readers 8/198/128/7
8/10 8/15 8/22
9/78/298/24
ASKING
FOR INTERVIEWS
?’s
What
to
Ask
DEMO
Interview?
Rule #1
Don’t talk about
your idea
Rule #2
Never ask about the
future
- “Would you use...”
- “How much would you pay?”
WHAT
NOT
TO
ASK
1. Don’t sell during interview
2. Listen
3. Their Answers = Sales Strategy
Interviewing Secret
1. Website copy
2. Marketing channel
3. Marketing message
4. Competitive advantage
Interviews Make Selling Easier
What
to
Ask?
FOCUS 1.8
CUSTOMER
INTERVIEW
TEMPLATE
FOCUS Con: Mastering customer interviews
 Partner
 8 minutes each
 “...hardest part about being a founder ?”
PRACTICE
TAKEAWAYS
YOUR NEXT STEP
FEEDBACK
?’s
9:10 - Interviews get Sales
9:30 - Who to Interview
10:20 - Networking Roulette
10:35 - How to Interview
11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda
FOCUS Con: Mastering customer interviews
FOCUS Framework
S
O
F
C C
F
U
U O
How to find
Product-Market Fit
FOCUS
Framework
How to find
Product-Market Fit
FOCUS
Framework
S
O
F
C C
F
U
U O
1. Concrete steps
1 2
3 4
56 ...
2. Orders the steps 3. Exercises & tools for
each step
1. Lifetime video access
2. Electronic copy of FOCUS ($99)
3. Mentoring
Upgrade to Silver
Everything: $99
1. Lifetime video access
2. Electronic copy of FOCUS
3. Mentoring
4. Print or Video version of FOCUS ($499)
Upgrade to Gold
Everything: $299
1. Feedback survey
2. Recording links
3. Mentoring
What’s Next
MASTERING
CUSTOMER
INTERVIEWS
@Justin_Wilcox
FOCUS
Con
THANKS YOU!

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