Get to know your customer first. Then keep getting to know your customer.
Whether it's your first time, or 10th, starting out with a new idea is scary and vulnerable and statistically likely to fail. But there is one thing you can do that will make a huge difference to your chances of success. This works whether you are starting a new business from scratch or launching a new line or product in your existing business. Before you press ahead at full speed you need to get to know your customer.
Let me explain what I mean by that. Thousands of products are created each year based on what someone ‘thinks’ is a good idea. And while numerous factors contribute to whether that product or service succeeds, most of those factors become irrelevant if your product or service does not address a problem your customer actually wants addressed.
Two Questions to Ask Yourself
When you have an idea for a product or service the first thing you need to ask yourself is “what problem does this solve?”
The second question you need to ask is “who needs this problem solved?”
The person you identify as needing this problem solved is your future customer. Before you do anything else you need to get out there and get to know them.
The 4 ‘don’ts’ of getting to know your customer
1. Don't assume your idea solves a problem
Working as a consultant I have many a time come across an idea in need of a problem. Working in the tech space there is no shortage of clever solution oriented people with the ability to build incredible things.
But just because you can build it does not mean you should.
Often these incredible technical solutions don’t solve actual problems. They’re clever and interesting applications of technology but no real customer problem has been identified. Just because you have a solution you can’t assume there is a problem that matches it.
2. Don't assume your customer has a problem
So you’ve thought about your solution and you’ve identified the problem you think it solves. Never assume your customer has this problem or wants this problem solved.
The only way to get to know your customer is to listen to their story. You must do this in a way which allows you to hear the customers real pain points regardless of what you believe these to be.
3. Don't present your solution
Never start by showing your customer your solution.
We humans tend to be an agreeable bunch and most of us don’t like to shut down an excited new business owner. Presenting your solution might be a great way
of getting some personal validation but it isn’t getting you any closer to your dreams of market domination.
4. Don't survey your customer
For the reasons above, surveys are not the place to start. I know they seem easy, and less intimidating (who doesn’t prefer sending an online link to sitting face to face with someone?) but surveys do not allow your customer to tell their story. And it is in that story that the real problems emerge.
So, what to do instead?
The 4 Golden Rules of Getting to Know Your Customer
1. Set up an in-person (or video link) interview
Where possible you want to be able to speak to your potential customer face to face so you can watch their body language and facial expressions as well as hear their answers.
2. Set goals not questions
If you approach your interview with a set of questions to rattle off, you will get answers to those specific questions but you will not know whether the issues raised are a priority for your potential customer.
Rather than a list of questions, set goals for the interview. For example your goal might be to understand your potential customers views on a topic, what they struggle with when undertaking a particular task, and what’s important to them when undertaking that task.
3. Allow your customers to tell their story
During the interview ask open-ended questions which allow the customer to tell you their story. For example if your goal is to understand what parents find most difficult in teaching their child to read you might begin with an open ended question like: “Tell me about the last time you sat with your child to help them with their reading.” Allow them to speak in as much detail as they wish. Ask follow up questions to gain an understanding of the areas you identified as goals for the interview.
4. Be flexible
Allow your customers' story to guide your interview. Take note of factors you may not have considered and ask follow up questions to understand the issues. If the problem you have identified is not being brought up in the interviews consider what other problems are raised: what are you hearing are the main issues for your customer?
Getting to Know Your Customer
These initial interviews you conduct with your potential customers will be a gold field of insight and inspiration - and if used correctly will help you refine your offering to a product or service that really meets your customer’s need.
But the learning shouldn’t end there.
The businesses that continue to grow after launch are those that keep the customer front of mind. The key is to build in processes in your business which enable you and your team to constantly hear directly from your customers, continue to grow in your understanding of who your customer is, what they care about and how you can solve their problem.
What processes can you build into your business to ensure you are hearing your customers voice?
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