What's your experience with getting participants to speak to you for win/loss interviews?
1 Answer
Giant Stride Marketing Group President • January 24
I have found that customers are more willing to share their experiences in win-loss interviews than you might think. The keys are to:
- Make it clear that you're not going to sell them. Make sure that the outreach doesn't sound like another outbound email.
- Position yourself as neutrally as possible. The purpose is to help improve the product, more than improving marketing or sales. (That information will come anyway if you ask the right questions.)
- Respect their time. Ask for 20-30 minutes (depending on the nature of the sale and your audience) and stick to it. Be prepared with the right questions and background information from your CRM.
- Have a few open-ended questions ready. I have gotten some surprising answers in win-loss interviews.
882 Views
Related Ask Me Anything Sessions
Tesing
Sharebird Marketing Associate, Surabhi Jayal on Market Research
Testing feed
Top Product Marketing Mentors
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions
Stephen Baloglu
Adobe Director of Product Marketing
Related Questions
What's the best outcome you've gotten through buyer or customer research? Was it really worth all the effort / money?How do you set up a customer advisory board?How do you figure out how to segment your market?How do you establish research as a product marketing function when there is a UX research team already owning most research initiatives?Can you share a dashboard of KPIs for a PMM organization in a startup?How do you define roles and responsibilities around product research between product management and product marketing?