How to Get Clients to Talk About Their Problems
"Many think it's hard to talk about problems without pitching. The truth? People love to talk about themselves. Learn how to master problem-interviews."
One of the most frequent questions about client interviews is: 'How do I get them to open up if I'm not allowed to pitch my solution yet?' Here are the 3 steps.
1. Define Your Audience
Target prospects who recently switched solutions or are actively looking. They are already aware of their needs and more willing to discuss their journey.
2. Seeds, Nets, and Spears
Plant seeds (referrals), use nets (inbound), but start with spears (outbound). Outbound gives you the fastest learning opportunities during the MVP phase.
3. Provide Value, Don't Ask for Favors
Even in an interview, you must provide value. Use 'indirect value' like promising a research report, or 'direct value' by helping them describe their own problems better than they can.
Expert Positioning: If you can describe your customer's problem better than they can themselves, they will automatically see you as the expert.
Conclusion
Quality over quantity. You don't need hundreds of people; 10-20 well-executed interviews will give you more insight than any marketing survey.
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