FOCUS Con: Mastering customer interviews

FOCUSCon

WELCOME TO…

MASTERINGCUSTOMERINTERVIEWS

@Justin_Wilcox

1. First of it’s kind2. Built for you3. An MVP4. Feedback please

Digital Conference

1. Video2. Exercises3. Report Bug4. Questions vs Chat

Tour


@Justin_Wilcox

9:10 - Interviews get Sales9:30 - Who to Interview

10:20 - Networking Roulette10:35 - How to Interview11:20 - Interviewing Practice

12:00 - Mentoring (Silver & Gold)

Agenda

INTERVIEWSGETSALES

My Background

18 months

Discovered

Lean Startup

ThingsWeStart

Success

FOCUS Framework

Startup Accelerators

Curriculum

Fortune 1000

?’s

STARTAT THEend

WHYINTERVIEWCUSTOMERS?

SALES

BUILDINGPRODUCTSIS

BUILDINGPRODUCTSIS

EASY

SELLINGPRODUCTSIS

SELLINGPRODUCTSIS

HARD

1. Website copy2. Marketing channel3. Marketing message4. Competitive advantage

Interviews Make Selling Easier

SAMPLE APP:

SAMPLE APP:PANDORAFOR

SAMPLE APP:PANDORAFOR

EXERCISE

PROBLEM:EXERCISEIS

PROBLEM:EXERCISEIS

BORING

INTERVIEWSAREN’TABOUT

INTERVIEWSAREN’TABOUT

YES / NO

INTERVIEWSAREABOUT

INTERVIEWSAREABOUT

MARKETING

INTERVIEWSAREABOUT

STRATEGY

INTERVIEWSAREABOUT

COMPETITION

INTERVIEWSAREABOUT

SALES

?’s

WHOTOINTERVIEW

FOCUS 1.4

Adoption

Behavior

Curve

Diffusion of Innovations

EarlyAdopters

EarlyMajority

LateMajority Laggards

Victory

Exercisers

“Exercise is boring”

Victory

Start

“I don’t have an app that gives me new workouts”

“Exercise is boring”

Goes to Pole Dancing classes

Goes to CrossFit

Watches YouTube exer. videos

Uses “Zombies, Run” app

Uses “7 min. workout” app

Takes Cardio Hip Hop classes

Tweets about new Pole Dancing class

Comments on a CrossFit blog

Gives feedback on “Zombies, Run” app

Yelp review on Cardio Hip Hop classes

Joins exercise Meetup Group

HELP / FEEDBACK?

WHO AREEARLY ADOPTERS?

Seeking a SolutionKnow they Have ItHave the problem

Customers who…

WHERE ARE YOURS?Externally Observable Behavior

Tweets about new Pole Dancing class

Comments on a CrossFit blog

Gives feedback on “Zombies, Run” app

Yelp review on Cardio Hip Hop classes

Joins exercise Meetup Group

SAVE IT

TAKEAWAYS

FEEDBACK

?’s




Agenda

NETWORKINGroulette

1 MINleft




Agenda

ASKINGFOR INTERVIEWS

3 Rules of Cold Contacts

1. Email2. LinkedIn3. Twitter4. Facebook

3 Rules of Cold Contacts

1. Personal

3 Rules of Cold Emails

1. Personal

2. Short – 5 sentences

5 Sentence Cold Email

1. About them2. About both of you3. What you’re doing4. What you’re offering5. The ask

3 Rules of Cold Emails

1. Personal

2. Short – 5 sentences

3. Valuable

140 Characters

REDDIT DEMO

ASK FOR MORE INTERVIEWS

Lean Startup Founders “How do I do Lean Startup?”

Lean Startup LinkedIn Group

LSM Facebook group members

Blog readers 8/198/128/7

8/10 8/15 8/22

9/78/298/24

ASKINGFOR INTERVIEWS

?’s

What toAsk

DEMOInterview?

Rule #1

Don’t talk about your idea

Rule #2

Never ask about the future- “Would you use...”- “How much would you pay?”

WHATNOTTOASK

1. Don’t sell during interview2. Listen3. Their Answers = Sales Strategy

Interviewing Secret

1. Website copy2. Marketing channel3. Marketing message4. Competitive advantage

Interviews Make Selling Easier

What toAsk?

FOCUS 1.8

CUSTOMER

INTERVIEW

TEMPLATE

Partner 8 minutes each “...hardest part about being a founder ?”

PRACTICE

TAKEAWAYS

YOUR NEXT STEP

FEEDBACK

?’s




Agenda

FOCUS Framework

SO

F

C C

FU

U OHow to find

Product-Market Fit

FOCUS

Framework

How to find

Product-Market Fit

FOCUS

Framework

SO

F

C C

FU

U O

1. Concrete steps

1 23 456 ...

2. Orders the steps 3. Exercises & tools for each step

1. Lifetime video access2. Electronic copy of FOCUS ($99)3. Mentoring

Upgrade to Silver

Everything: $99

1. Lifetime video access2. Electronic copy of FOCUS3. Mentoring4. Print or Video version of FOCUS ($499)

Upgrade to Gold

Everything: $299

1. Feedback survey2. Recording links3. Mentoring

What’s Next


@Justin_Wilcox

FOCUSCon

THANKS YOU!

Business

FOCUS Con: Mastering customer interviews