How to speak CustDev - Emerge Education
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Transcript of How to speak CustDev - Emerge Education
How To Speak CustDevA Founder Centric Module
One day...
www.foundercentric.com
One day...A customer wakes up, turns on their
computer, logs in to their email using a new program they use and love.
Their free trial is over. The site asks them to pay. They say no.
Why?
Image by wstryderImage by wstryder
Image by wstryderImage by wstryder
2 stages of learning
Learn Confirm
2 stages of learning
Observe Experiment
2 stages of learning
Collect Analyse
Does anyone care at all?
Do we understand
them?
Does anyone care at all?
Do we understand
them?
Will anyone pay for it?
Are we building the right product?
Jared Spool
“The best designers carefully move from exploration to refinement, making sure they spend enough time exploring before locking themselves into a design approach.”
Question
How much of what you believe about your customers is wrong?
Cust Dev Compass
aka. How To Be Wrongaka. How To Bring Yourself The Bad News
Sooner
EXERCISE
Always Know Your Big 3.
Tweetable TextHow do authors pre-build their customer list?How do authors test copy and learn about their readers?How do authors prioritise their time when writing?
LeancampWhat awareness channels can we partner with?What do people learn at Leancamp that they apply?What do famous thought-leaders get out of conferences?
Establishing Credibility
Credibility Setup
“I’m researching how teachers deal with...”
Lying bastards.
Everyone will tell you what you want to hear, especially if you want to hear it.
Your Mom
Dear son,You are the best and your idea is awesome. You should do it - I will buy one.
Getting actionable
facts.
Pricing, tricks, advisors, politics,
introductionsOnly available in pre-product conversations!
Rule Of Thumb
Talk about their life, not your idea.
Softball Questions
Get them comfortable talking.
Softball Questions
How’s it going with... ?
Job Obstacle Goal Current Solution
Signals
Decision Trigger
Interest Trigger
Person Excited: ): | : ( #
?
Remiss Upset Measurement
Recording The Right
Stuff.Their words - not yours!
One phrase per card.Pair up. One interviewer, one notetaker.
Anchor Questions
To explore a signal.
Anchor Question
Interesting. Tell me more about that.
Anchor Question
Can you help me understand... ?
Rule Of Thumb
Direct the conversation to specific, past events, not general, current or future.
Deflection Questions
To bring the conversation back to actionable information.
Question
I’d love to tell you more, but it’ll help if I can understand you better first. What where you saying about... ?
Past, Facts, Specifics
The Mom Test
Question Arsenal
Softball, Anchor, Deflection
Good or bad questions?
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Would you buy a product which solved this problem?
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Would you buy a product which solved this problem?
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How do you currently deal with this problem?
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How do you currently deal with this problem?
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How have you dealt with this problem?
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When does this problem pop up?
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When does this problem pop up?
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When’s the last time that happened?
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What makes this time-consuming or go off-track?
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What makes this time-consuming or go off-track?
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Has this ever been more time-consuming than normal or gone off-track?
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Please show me how you...
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Please show me how you...
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Please tell me how you ...
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Please tell me how you ...
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Talk me through the last time you had this problem.
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Talk me through the last time you had this problem.
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What did you try to do about it?
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What did you try to do about it?
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How much would you pay for this?
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How much would you pay for this?
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How much money does this problem cost you?
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How much money does this problem cost you?
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How much money has this problem cost you?
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What’s your budget?
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What’s your budget?
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Can I ask why?
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Can I ask why?
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What would need to happen before you could really start using it?
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What would need to happen before you could really start using it?
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Ever had any problems or delays getting something like this going?
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Who else should I talk to?
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Who else should I talk to?
Compliments Are Not Signals.
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Sounds great. I love it!
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Sounds great. I love it!
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Brilliant -- let me know when it launches!
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Brilliant -- let me know when it launches!
Compliment?Stalling tactic?
They don’t care. :(
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There are a couple people I can intro you to, when you’re ready.
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There are a couple people I can intro you to, when you’re ready.
Partial commitment?
Validate by going for full commitment.
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I would definitely buy that!
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❞Your Mom
I would definitely buy that!DANGER!
Rule Of Thumb
Advancement to the next step is a signal you are ready to Confirm.
Advancement
Permission to contact againClear next meetingIntroductionsCommitment to run a trial Pre-purchase
Facts Commitment
2 stages of learning
Collect Analyse
2 stages of learning
Learn Confirm
Thx!Salim Virani @saintsal