In the last 5 videos, we went over why buying insight helps you reach your ideal client, the 5 types of insights that serve as the foundation of how you'll reach your ideal client, who we need to talk to figure these insights out, how you can set up interviews with your past clients to get the insight you need, some tips on what you need to be doing during your interview, and in today's video we'll be using a framework from which you can use to gain insights from your buyers.
When you're opening the conversation, start with the first question:
“Take me back to the day when you first decided to look for a (category) solution. Tell me what happened – what made this search a priority for you?”
Then listen to the answer, and then probe.
You want to be gathering information for the following steps in their journey:
- The trigger that caused them to search for a solution.
- What they did first to understand their options.
- How they assessed those options they considered.
- What they negotiated their way to narrowing down their options.
- How did they decide which was best in the end.
Throughout your questioning, it's okay to be redundant and bring them back to a specific step to pull the thread a little more. You'll need to guide them and it may even help to say that you want to understand the "micro-steps" they took to reach a conclusion.
In the final video, we'll discuss what to do with the information you just gathered.