Many suppliers ask “low-lumen” questions that neither illuminate nor engage customers. They may be biased, close-ended or too complex. Beware requesting sensitive information, or asking, “What would you pay for this?” When you ask for problems, don’t try to “help” with examples. Instead, let the customer choose the next topic to discuss.
Read more in article, Lean Startup: A Great Approach Requiring “B2B Pre-Work” (Originally published in B2B Organic Growth.) Lean Startup wisely recommends testing assumptions and learning from customers at the first opportunity. For most B2B suppliers, this “first opportunity” to learn comes before a prototype is created – through early voice-of-customer interviews that mine the insight and foresight of highly-knowledgeable customers.