Awkward Reality #220

Customers’ willingness to be interviewed is driven by two conditions.


First, how interested are they in this topic? Second, how confident are they that this supplier can help them? The first condition puts a premium on your ability to find the right people in the right companies. The second requires you to demonstrate serious intent and—if possible—past successes in market-facing innovation.

More in article, Better B2B Customer Recruiting for Market Research