Here's Why You Should Interview A Customer Today

By Matthew Parker

The following article was originally published by Printing Impressions. To read more of their content, subscribe to their newsletter, Today on PIWorld.

When did you last interview a customer?
I try and interview a customer every month. The information I get from spending 30 minutes with one of my existing clients is invaluable. Remember, this conversation is not about sales. It is all about finding out about your customer. This is information that you can use to win new clients that are similar to your existing customers.

Here are some of the things that you should be asking your customers

What challenges are they facing in their job?
What challenges are the company facing?
What drove them to use the services that you offer?
What do they particularly like about the service or products that you offer?
What might have put them off using you?
Are there any other products or services that they would like you to offer?

By the way, that last question is especially powerful. Often your customers may show that they are unaware of some of the services and products that you already offer. Or they may be putting themselves in a position where you have an easy upsell.

Here's a handy tip when you interview your customer
Record the interview (but make sure you have their permission first). It is very difficult to listen to a customer, take notes and make sure you have got everything that they are saying. Listening to the interview several times will prove to be extremely useful.

P.S. Find out more ideas on how to increase sales with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them.” You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively.

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Matthew Parker Author's page

Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.

Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."

Here's Why You Should Interview a Customer Today