Improving Sales Through Interviews

Hi, there!

I hope all is well with you!

Today, I’d love to talk about the value in speaking with your target customer.

Over the past few weeks, I’ve invested time doing customer interviews—I decided to make this a priority after some of my sales calls weren’t landing, and it probably sounds obvious, but even just one interview can completely shift how you approach talking to potential customers.

Some of the insights I gained from my very first call have helped me adjust my messaging, and I’ve already started to see positive changes from this small shift and more responses from my cold outreach.

Whether you’re just starting to build your brand or maybe realize you need to pivot, my hope is that this can be a good reminder of how valuable interviewing existing or potential customers can be! Taking the time to listen, and not guess or assume customer problems, has been so helpful and will continue to be a priority of mine.

Below are some of the questions I ask during interviews. They are based on my offering, but I hope they provide a useful starting point.

I like to start interviews with more general questions and then tailor the rest of the conversation based on where we start:

1. Tell me about your business and your overarching vision and goals.

2. What do you want your brand to be known for?

3. What’s getting in the way of where you are now and where you want to be?

4. What are your biggest pain points?

5. What's your timeline for addressing these challenges?

(Based on their answers, I’ll go deeper in a certain direction. Below are some examples of what I’d ask.)

1. What are you currently doing to build your brand awareness?

2. Do you feel your efforts have been productive and effective?

3. If not, what specific results are you hoping to achieve from building brand awareness?

4. Is rethinking your brand strategy and overall design something you’d invest in?

5. What is this service worth to you? Generally speaking, how much would you invest at the moment?

If interviewing your customers is something you’re considering and you’d like someone to run questions by, please reach out! I’d love to help.

Have a great rest of your week!

All the best,

Natalie

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