Customer interviews and candy in the lobby – Post 1

Last spring in LEAN Launchpad, my team and I worked to develop an app that would aid in planning trips around the world: PlanIt.  As we worked throughout the semester to develop the idea through ideation, business model canvases, and developing our MVP (most viable product).  One way we learned to pivot and improve our idea was through customer interviews.  During these customer interviews, we were instructed to ask the interviewee a series of questions that would lead to us pitching our idea of the app and asking if something like it would be a useful tool.  Throughout the semester, these interviews were useful in gathering feedback, confirming our assumptions, and pivoting our product MVP. Thus, customer interviews are a necessary tool that provide an opportunity where the salesperson is able to understand the customer’s pain points, goals, and preferences.

The principle of answering a question with a question was a primary tool used during these customer interviews. Instead of simply overwhelming the interviewee with information about the app, my team learned to ask probing questions that drew out valuable insights. For instance, instead of pitching pitching PlanIt and its features, we asked questions like, “What challenges do you face when planning trips?” or “What features would make your trip planning experience easier?” By asking these questions and actively listening to the customer’s responses, my team gained a deeper understanding of their target audience’s needs and priorities when planning a trip.

Additionally, the analogy of “Don’t spill your candy in the lobby” is a great analogy that relates to the importance of restraint of sharing information throughout the sales process. Just as we learned to keep our “candy” (i.e., our knowledge about PlanIt’s features and resources) in the box during customer interviews, sales professionals must resist the urge to overwhelm prospects with information prematurely. Instead, they should focus on building rapport, gathering information, and qualifying the customer before presenting their solution.

Ultimately, we unknowingly applied these sales concepts in this entrepreneurship class, and utilizing these tools allowed for our PlanIt team to pivot and refine our product concept based on customer feedback. This iterative approach not only improved the app’s value proposition but also strengthened our ability to communicate effectively with potential users and stakeholders.