Once you have customers on the phone, what should you say? It is important to understand that at this stage of the process you are not selling anything or even showing anything. However, the objective is to validate a pain that customers are willing to pay to solve. To do this, we have found it works best to structure your conversation around three key questions:
These questions will help you avoid selling and focus on listening. At the same time, these questions aren't just open-ended questions where you ask your customers to innovate for you. Instead, these questions establish confidence in the customers' minds that you understand their pain, help you see what you may not have been seeing, and then initiate the conversation where customers can validate your "big idea." Finally, as you conduct your interviews, be careful not to change your hypotheses too quickly. If you reformulate your hypotheses between every call, the feedback will be difficult if not impossible to process. Instead, test your hypotheses with a small sample of customers (three to six), reformulate, and then test again.
We encourage you to download the following interview guide, which will help you with customer conversations as you go through the Nail It Then Scale It process.
(See Nail It Then Scale It, pgs. 75-76)