In the last 4 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, and this video I'll provide some tips on what you need to be doing during your interview.
It's important to understand that the more you listen and the less you talk, the more insights you’ll gain. Look for “threads” to pull. These are often moments in the conversation when a buyer is super passionate about a particular topic or brings up an area that you haven’t explored.
And the secret is to pull on threads to reveal buyer insights. Here are some tips:
- You want to let the buyer talk. Never interrupt the buyer
- Work them up! Buyers are often passionate about their experience; this is the area where you will gain insights.
- Ask open-ended questions to keep the buyer talking.
- Ask only one question at a time ... a string of questions will confuse the buyer or detract from your ability to gain deep insights.
- Be a little annoying, repeat questions; “I want to go back to .... Can you tell me more about that?”
- Never assume you know the answer; probe on anything that relates to the five insights, even if you have already heard the answer from other buyers.
That last point is very important. You are the subject matter expert and you are probably anticipating a lot of their answers, but never assume you know the answer.
In the next video, I'll go over a framework from which you can probe for answers.