FOCUS Con: Mastering customer interviews
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Transcript of FOCUS Con: Mastering customer interviews
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FOCUSCon
WELCOME TO…
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MASTERINGCUSTOMERINTERVIEWS
@Justin_Wilcox
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1. First of it’s kind2. Built for you3. An MVP4. Feedback please
Digital Conference
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1. Video2. Exercises3. Report Bug4. Questions vs Chat
Tour
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MASTERINGCUSTOMERINTERVIEWS
@Justin_Wilcox
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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
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INTERVIEWSGETSALES
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My Background
18 months
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Discovered
Lean Startup
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ThingsWeStart
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Success
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FOCUS Framework
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Startup Accelerators
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Curriculum
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Fortune 1000
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?’s
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STARTAT THEend
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WHYINTERVIEWCUSTOMERS?
SALES
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BUILDINGPRODUCTSIS
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BUILDINGPRODUCTSIS
EASY
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SELLINGPRODUCTSIS
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SELLINGPRODUCTSIS
HARD
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1. Website copy2. Marketing channel3. Marketing message4. Competitive advantage
Interviews Make Selling Easier
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SAMPLE APP:
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SAMPLE APP:PANDORAFOR
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SAMPLE APP:PANDORAFOR
EXERCISE
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PROBLEM:EXERCISEIS
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PROBLEM:EXERCISEIS
BORING
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INTERVIEWSAREN’TABOUT
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INTERVIEWSAREN’TABOUT
YES / NO
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INTERVIEWSAREABOUT
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INTERVIEWSAREABOUT
MARKETING
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INTERVIEWSAREABOUT
STRATEGY
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INTERVIEWSAREABOUT
COMPETITION
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INTERVIEWSAREABOUT
SALES
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?’s
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WHOTOINTERVIEW
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FOCUS 1.4
Adoption
Behavior
Curve
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Diffusion of Innovations
EarlyAdopters
EarlyMajority
LateMajority Laggards
Victory
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Exercisers
“Exercise is boring”
Victory
Start
“I don’t have an app that gives me new workouts”
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“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
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HELP / FEEDBACK?
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WHO AREEARLY ADOPTERS?
Seeking a SolutionKnow they Have ItHave the problem
Customers who…
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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
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SAVE IT
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TAKEAWAYS
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FEEDBACK
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?’s
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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
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NETWORKINGroulette
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1 MINleft
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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
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ASKINGFOR INTERVIEWS
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3 Rules of Cold Contacts
1. Email2. LinkedIn3. Twitter4. Facebook
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3 Rules of Cold Contacts
1. Personal
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3 Rules of Cold Emails
1. Personal
2. Short – 5 sentences
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5 Sentence Cold Email
1. About them2. About both of you3. What you’re doing4. What you’re offering5. The ask
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3 Rules of Cold Emails
1. Personal
2. Short – 5 sentences
3. Valuable
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140 Characters
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REDDIT DEMO
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ASK FOR MORE INTERVIEWS
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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
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ASKINGFOR INTERVIEWS
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?’s
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What toAsk
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DEMOInterview?
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Rule #1
Don’t talk about your idea
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Rule #2
Never ask about the future- “Would you use...”- “How much would you pay?”
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WHATNOTTOASK
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1. Don’t sell during interview2. Listen3. Their Answers = Sales Strategy
Interviewing Secret
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1. Website copy2. Marketing channel3. Marketing message4. Competitive advantage
Interviews Make Selling Easier
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What toAsk?
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FOCUS 1.8
CUSTOMER
INTERVIEW
TEMPLATE
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Partner 8 minutes each “...hardest part about being a founder ?”
PRACTICE
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TAKEAWAYS
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YOUR NEXT STEP
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FEEDBACK
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?’s
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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
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FOCUS Framework
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SO
F
C C
FU
U OHow to find
Product-Market Fit
FOCUS
Framework
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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
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1. Lifetime video access2. Electronic copy of FOCUS ($99)3. Mentoring
Upgrade to Silver
Everything: $99
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1. Lifetime video access2. Electronic copy of FOCUS3. Mentoring4. Print or Video version of FOCUS ($499)
Upgrade to Gold
Everything: $299
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1. Feedback survey2. Recording links3. Mentoring
What’s Next
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MASTERINGCUSTOMERINTERVIEWS
@Justin_Wilcox
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FOCUSCon
THANKS YOU!