![]() ![]() Your first 30 days should be listening heavy. There’s a whole chapter on understanding your customers complete with explainer videos, interview demonstrations, and tips. The best framework I’ve seen comes from the Techstars Entrepreneur’s Toolkit. ![]() Here’s an example of an empathy interview in action. They allow interviewees to speak about what’s important to them, including the (often undiscussed) emotional aspects of challenges. Neither will allow you (a marketer who’s just along for the ride) to jump in and explore a pain point or challenge.Įmpathy interviews are structured conversations used to get to the root of a user problem. A customer service agent is trying to solve a specific problem. A rep’s goal is to sell a prospect on a product. The best thing you can do is to keep listening to customer calls.” Begin empathy interviews with current customersĬustomer calls are great assets, but you’re never part of the conversation. “The customers you talk to in month one will be different from those in a year. “Customer perception changes,” says Madhav Bhandari. “It's an invaluable feedback loop.”ĭon’t overload on calls in your first few weeks, though. “Being able to hear calls is incredible,” says John Schneider, CMO of Betterworks. Ask for access and listen to real prospects explain their pain points, challenges, and goals.Įven for veteran marketers, hearing the direct voice of the customer is a boon. If they use a tool like Gong, Outreach, or Marvin, they’ll have massive libraries of sales (and possibly onboarding) calls. Start by asking sales leaders if they have call recordings. Those conversations are invaluable audience research. Sales reps spend their days talking to prospects about their pain points, challenges, and objectives.
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