The most insightful interview question is often “what else?”

Most B2B suppliers work too hard during interviews: Would you like this?… How about this?… Would this help? Better to probe a customer problem or desire to full comprehension, and then simply ask “What else?” This allows them to lead you to whatever they think is important. This is a customer-led interview. You should try it.

More in e-book, Reinventing VOC for B2B (page 11).

Dan Adams

Founder & President of The AIM Institute

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