1) Describe who are you planning to interview and why. Remember that you want to interview not random people but those who satisfy market definition that you developed in the previous exercise.
Since I am currently in business I thought why not interview my current clients? I am interviewing:
Michelle: She is a busy mom with 2 kids, a husband who travels, and she works shift work as a nurse. Michelle and I have been friends for over 13 years and my client for over 4 years. She lives in Seattle, WA.
Joanne: She is also a busy mom, but works more of a regular 9-5 schedule. She has a new baby and is trying to get back into shape. She was referred to me by a mutual friend. She lives in Columbus, OH.
Carol: She is an attorney at a biotech start-up. She lives and works in NYC. I still don't know how Carol found my program, but she has been with me for almost 2 years now and I know we share a love of dogs.
2) List specific questions that you are going to ask in relation to every step in the buyer behavior process such as list of questions for need recognition stage, list of questions for information search, list of questions of evaluation of alternatives and so on. Check this blog on how to interview customers. It is a very good guide on how to formulate your questions and what questions to avoid.
Need recognition:
When did you start looking for a fitness program/how long before you purchased did you start looking?
What made you start looking for a fitness program? What are the most difficult parts of health and fitness for you?
Information Search:
How did you find SKF? Where else did you look or what else did you try and/or consider before deciding on SKF?
Evaluation of Alternative:
What were some of the features you liked about the other option(s) during your search for a fitness program?
What did you like about SKF better?
Purchase:
What finally prompted you to purchase your first 12 weeks with SKF?
About how long had you been thinking about joining before you purchased?
What was holding you back from purchasing sooner?
Post Evaluation:
Which things surprised you about SKF? Example: you didn't realize how much you would actually use a private FB group with other members, etc.
What would you like to see changed in SKF?
Stephanie,
ReplyDeleteI like the fact that you chose to interview your current customers. Who knows your product better than those currently using it? It's also great because you are obviously doing something right when they've stuck around for so long, but they could also possibly help you focus on whatever "weak" factors they feel needs addressing. We do similar interviews at work, where we ask each client after each project questions about quality to general staff in order to understand what we need to address and correct for the next project.
Hi Stephanie, I like the idea of interviewing current customer, that definitely gives you an idea of what aspect of your offering the client likes the most and probably you can emphasis as your strong points. I also think an effort should be added to trace the potential customers who do enquire but eventually not join your place, they will give crucial information on what is missing. Good Luck.
ReplyDeleteWow, great idea! Ask your own clients what they think and how you can make your product/service better. You could also ask them about other problems and keep an idea out for words that are often used.
ReplyDeleteStephanie,
ReplyDeleteI like your problem/solution however how are you going to be different from the countless others out there who are doing the same or similar. This issue is not unknown among people and trainers. It is difficult to get to the gym and I think the main issue besides the gym is accountability. I have access to an exercise plan/app but its doesn't keep me to it. That's my personal experience. I would ask questions about that help you figure out what you can do to have them use your services over someone else. Is it fun, simple, interactive, supportive and provide accountability? Are there incentives? Could you partner up with their employers to have a reward or recognition? I find your current questions to be a good secondary level interview. A few more interviews after you acquire more customers will be need to really modify your service to be attractive.