How to interview customers for positioning
Interview recent customers who bought fast and love the product. Ask what they used before, what made them look, what else they considered, why they chose you and what they would miss. Ask about past behavior, not opinions or future plans. The answers give you your real alternatives, unique attributes and value.
Who to talk to
Dunford starts positioning with the customers who love your product, because they show what you deliver at your best. Add a lost deal or two to hear what the buyer chose instead.
Questions to ask
What were you using before?
Names the real competitive alternative.
What made you start looking?
Shows the trigger and the pain.
What else did you consider?
Fills in the shortlist.
Why did you choose us?
Points to unique attributes.
What would you lose if we disappeared?
Points to value.
How would you describe us to a colleague?
Gives you their words for category and value.
Keep the answers honest
Rob Fitzpatrick’s The Mom Test sums up the rules: talk about their life rather than your idea, ask about specifics in the past rather than opinions about the future, and listen more than you talk.
From answers to positioning
| What you hear | Positioning input |
|---|---|
| What they used before | Competitive alternatives |
| Why they switched | Unique attributes |
| What they would lose | Value |
| Who else on their team cares | Best-fit customer traits |
| The words they use for you | Market category |
FAQs
How many interviews do I need?
Keep going until the answers start to repeat. Stop when new calls stop changing your list of alternatives and value.
Should I record them?
Yes, with permission. Exact customer words are the raw material for messaging.
Should the founder run them?
The founder learns the most, but customers can be polite to the person who sold them. A neutral interviewer often hears more candid answers.