AIM Archives - Tag: interview

Future B2B companies will have a good laugh at our expense.

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We now chuckle at how sales people used to rely on ABC (Always Be Closing) and manufacturers relied on end-of-line inspectors (vs. statistical quality control). But those will pale compared to the way today’s B2B companies test markets: by launching fully-developed products at their customers. When they could have learned customer needs first with some simple interviews. Funny stuff.

More in article, The Inputs to Innovation for B2B

It won’t be a great customer interview if you only talk to their summer intern.

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You want to get the right B2B interviewees in the room, but setting up great interviews can be tough. Interviewees may think… “I’m too busy… I don’t want to discuss confidential information… I can’t be bothered by a boring survey… I’ll bet they just want to sell me something.” Knowing how to overcome objections is as important a competitive edge as the interviewing skills themselves.

More in article, 9 Best Practices for Recruiting Customers

A great customer interview is all about the customer. You should be fascinated by their world.

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Imagine a fellow on a date that talks about himself for an hour. His only questions are, “What’s your income? What’s your educational level?” Then he closes with, “Will you marry me?” Does this sound like an old-fashioned “qualify-and-then-close” sales call? As in a good date, you should be genuinely interested by your customer and their needs.

Learn more about B2B innovation at theaiminstitute.com 

Will B2B-optimized customer interviews impact your company’s organic growth?

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We asked this question of new-product teams that had conducted a total of 875 B2B-optimized customer interviews. 96% said these interviews would have a moderate, significant or great impact on their company’s organic growth rate. Only 4% said the impact would be “slight.” About the same amount also felt such interviews would positively impact their company’s culture.

More in white paper, Guessing at Customer Needs (page 10).

Never sell or solve on customer interviews.

149 Never sell or solve on customer interviews

Send commercial-technical teams on interviews… but don’t let them sell or solve. If you sell during voice-of-customer sessions, customers know you’re not really interested in them. If you solve, you’re jeopardizing your intellectual property. In either case, you’re wasting precious time better used to understand customer needs.

More in e-book, Reinventing VOC for B2B (page 24).

Skip quantitative interviews if you’ve got extra R&D resources to squander.

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After qualitative interviews, seek customer ratings on key outcomes: “How important is abrasion resistance on a 1-10 scale? And how satisfied are you today with abrasion resistance on a 1-10 scale?” This lets you converge with confidence on only those outcomes customers care about… those with Market Satisfaction Gaps over 30% (important and unsatisfied).

More in white paper, Catch the Innovation Wave (page 11).

Got a new product hypothesis? Give it the “silent treatment” during customer interviews.

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I love it when our clients have cool technology and clever ideas. But don’t mention these to customers during VOC interviews. From the customer’s perspective, the interview should look exactly the same whether or not you’ve got a great hypothesis. Give your hypothesis the silent treatment for now. Simply listen to the customer.

More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth).