Firstly, I’m talking about do you even care for your customers? wait, what were you thinking? Do you see your customers as more than a prospect that you can sell something?
[TL: DR Yes, change that thinking. Your customers are more than a prospect you can sell something.]
Instead, develop your hypothesis, then do some customer research work, run experiments, take those learnings and iterate.
Think about it, as you build your product you work really hard. Putting in hours of work, time, and effort. When you show it to your customer, your thinking “I know you will be amazed”. However, that may not be how the customer feels.
What you can expect in today’s issue
- Do you even care?
- 5 articles to read this week
⏳ This issue of Product Negotiations will take you five minutes or less to read.
Do you even care?
Customers can give you a potential wealth of information.
- Didn’t win an opportunity, ask them why
- Customers understand their buying process better than you
- Customers can share their experience with their networks
This issue is not about sales or referrals. In this issue, I’d like to focus on Customer Research.
Customer research has been around for a long time. If you don’t know your customers, how can you sell your product to them?
There has been a lot of discussion around this recently and very famously the late Steve Jobs once said: “because customers don’t know what they want until we’ve shown them.”
He went to also say “Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, “If I’d asked customers what they wanted, they would have told me, “A faster horse!” People don’t know what they want until you show it to them” [Source].
On the other hand, many professionals have built a career around helping other companies conduct customer research.
Should you do customer research? (Yes).
Having said that, use the insights gained as one of many data points.
As you make assumptions, the good news is that you have you can ask your customers to help validate your assumptions and close any knowledge gaps.
Below are five articles around customer research.
5 articles to read this week
1. Want to know how other companies are doing Customer research then read this. This is Exactly Why And How We Do Customer Research at Buffer.
2. Customer Research: A Guide To The Ultimate Startup Cheat Code. This article covers everything from what is customer research to how to do customer research.
3. Looking for more data and benchmarks? then check out Customer research. Benchmarks and common mistakes.
4. The modern consumer demands a brand that understands them on a personal level. Here are the steps to making sure your business and products do just that. Why and how to do customer research for digital products.
5. What to know to Define Your Target Market? A Guide to Audience Research.
There is absolutely no doubt that customer research is important. You will know what your customers want and how you can best serve their needs.
One more time: develop your hypothesis, then do some customer research work, run experiments, take those learnings and iterate.
Have any customer research stories, let me know on Twitter.
Until next week.