The Nitty Gritty of Setting Up Customer Discovery Meetings
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David Telleen-Lawton, UC Santa Barbara - Technology Management Program , @DTLinSB This talk will focus on the down and dirty details of setting up meetings for Customer Discovery. The mindset you need, combined with specific tactics on how to will be discussed. Having set hundreds of B2B and B2C discovery meetings over the years, Telleen-Lawton has employed every stall tactic and excuse to delay reaching out and setting these meetings. He’ll show you how to avoid them and get on the fast track to a bull’s-eye product and a sustainable business model…or the realization that time would be better spent on a different idea.
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The Nitty Gritty of Setting Up Customer Discovery Meetings
- 1. The Nitty, The Gritty of Setting Up Customer Discovery Meetings Prepared for Lean Startup Conference 2015 18 Nov 2015 David Telleen-Lawton Career Development Manager Technology Management Program UC Santa Barbara DTL@TMP.UCSB.edu
- 2. Problem to Solve “I still (after all these years) still find talking to customers the hardest. I always come up with reasons why I don't have to.” Eric Ries, 22 October 2015, Live Chat, The Leader’s Guide
- 3. FromWhenceInsight Flows MVP Focus on: 1. The problem solved 2. Facts first, then opinions 3. The cost of NOT solving the problem
- 4. Setting Up Meetings Proper mindset 1. Believe prospects are rational 2. Adopt a discovery sales approach 3. Be the puzzle master A few skills and techniques 1. Simple script 2. Start at the top 3. Batches of Meetings 4. Plan the work and work the plan
- 5. Leave this talk ready and energized to make 8 – 12 calls and set up 4 - 6 meetings 5
- 6. BS & MS Industrial Engineering (Stanford) P&G then 9 Startups since 1980 Learned My Craft at Frank H. Robinson & Co. • Market Validation (1987 – 1993) • F500 companies, startup companies • hardware, software, services • B2B, some B2C Later for Non-profits, Educational Institutions Why Me?
- 7. Setting Up Meetings Proper mindset 1. Believe prospects are rational 2. Adopt a discovery/diagnostic sales approach 3. Be the puzzle master A few skills and techniques 1. Simple script 2. Start at the top 3. Batches of Meetings 4. Plan the work and work the plan
- 8. 1. People are Rational You solve a problem I have, I’ll make time to talk to you. I will tell you what we need. We want your candid answers. If we DO solve an important problem for you, we’ll be back to ask for the order.
- 9. Implications of Rational IF: Their lack of interest doesn’t make sense? THEN: Wrong person, missing data, something hidden on one or both sides
- 10. Setting Up Meetings Proper mindset Believe prospects are rational 2. Adopt a discovery/diagnostic sales approach 3. Be the puzzle master A few skills and techniques 1. Simple script 2. Start at the top 3. Batches of Meetings 4. Plan the work and work the plan
- 11. 2. Adopt Sales Model “We’ve reversed the traditional process: design, build, sell. We sell, design, and build and that has saved us from innumerable problems.” -- C. Scott Holt, VP Marketing, Connor Peripherals (mid- 80’s)
- 12. Sales & Marketing Team Customer Development Phases Surprises Engineering Team Product Development Phases Idea 1st Customer Ship Brea k Even Fix the problems Integrated Product and Customer Development Your team hops into your time machine Frank H. Robinson & Co. 1995 Copyright – used by permission - Adapted Surprises
- 13. Setting Up Meetings Proper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational 3. Be the puzzle master A few skills and techniques 1. Simple script 2. Start at the top 3. Batches of Meetings 4. Plan the work and work the plan
- 14. 3. Puzzle Master It’s a puzzle… It’s a game… You’re curious… Figure it out…
- 15. Basic Skills
- 16. Setting Up Meetings Proper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master A few skills and techniques 1. Simple script 2. Start at the top 3. Batches of Meetings 4. Plan the work and work the plan
- 17. 1. Simple Script What THEY are thinking… Who are you and why are you calling ME? What do you want from me? What YOU need to do… Create interest: focus on problem/benefit (mtg) Sense of urgency (deadline for meeting)
- 18. Hello, Frank? My name is David Telleen-Lawton and I’m part of the founding team at Lastline in Santa Barbara. Simple Script
- 19. We are working to solve the problem that malware can sneak onto your network, onto your servers, and onto your computers …despite the best layered-defense. Our solution will help you sleep at night, knowing no malware is lurking on your network. Simple Script
- 20. We are in the early stages of product development -- we’re still developing the solution – I am calling YOU to find out who on your team is the right person to discuss whether an additional layer of malware defense would be beneficial for your network security. <pause to allow to answer> Simple Script
- 21. Simple Script Do you have your calendar close by? I have my team together next week on Thursday. We have a slot open at 10:30 in the morning or 3:30 in the afternoon. Do either of these work for you?
- 22. 1. Simple Script What THEY are thinking… Who are you and why are you calling ME? What do you want from me? What YOU need to do… Create interest: focus on problem/benefit (mtg) Sense of urgency (deadline for meeting)
- 23. Setting Up Meetings Proper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master A few skills and techniques Simple script 2. Start at the top 3. Batches of Meetings 4. Plan the work and work the plan
- 24. 2. Start at the Top CEO, VPs are often more available More open and candid Assistant helpful 95% of time Referral down (carries weight) vs. referral up
- 25. Setting Up Meetings Proper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master A few skills and techniques Simple script Start at the top 3. Batches of Meetings 4. Plan the work and work the plan
- 26. 3. Batches of Meetings Start with friendlies…Just in time priorities Meet their team with your team Meet, discuss, re-target, repeat
- 27. 3-5 < 30 Number of Interviews C L A R I T Y When Are You Done?
- 28. Setting Up Meetings Proper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master A few skills and techniques Simple script Start at the top Batches of Meetings 4. Plan the work and work the plan
- 29. 4. Make It a Priority Clear your calendar; Clear team’s calendar Keep track of your calls Limit the number of open threads (5-8)
- 30. Setting Up Meetings Proper mindset Adopt a discovery/diagnostic sales approach Believe prospects are rational Be the puzzle master A few skills and techniques Simple script Start at the top Batches of Meetings Plan the work and work the plan
- 31. Are you ready and energized to make 8 – 12 calls and set up 4 - 6 meetings? 31
- 32. David Telleen-Lawton Career Development Manager Technology Management Program UC Santa Barbara DTL@TMP.UCSB.edu
- 33. Calling Pattern TYPICAL ACCOUNT: Day One: Call a few times in AM and PM, then VM at end of day, accompanied with email msg. (Working two to ? Possibilities) Day Three: Try again directly, then send follow-up email message (forwarding original message) Day Five or Six: Try calling once more, email showing urgency.
- 34. Calling Pattern VERY IMPORTANT ACCOUNT: Day One: 4-6 times a day (if no gatekeeper), do not leave voice mail message, two or three days, figure out if on vacation. Day Two thru Six: same as Day One. Check whether vacationing, assistant Day 7: Leave voice mail message and send email message as with regular account
- 35. Simple Script <getting the DMT> I’m going to have our founding team…our CEO, our head of engineering, and our product manager with me. Who are the right people to have on your side?
- 36. <as needed> This is an opportunity for you to put your fingerprints on our design to help make sure it’s a bull’s-eye for your situation. Are you the right person to for me to contact? Simple Script
- 37. Simple Script <how long will this take?> Our slides take 20 to 25 minutes, but we find with discussion that our meetings last about an hour. <stop talking…you answered the question> Even though an hour is probably enough, can you reserve the conference room for two hours? That way if we’re in the middle of a good discussion, we do not have to give up the room.
- 38. Simple Script <tell me more or what did you have in mind> I was hoping that when I have my team together next Thursday, we could come to your offices and learn about your current network security, tell you about our new layer of defense, and together determine if we are building a bull’s-eye for you or what we need to change to address your unique network security needs.
- 39. Market Matrix
- 40. Market Matrix Too Expensive Fighting Malware Worried About What Can’t See Employees/Partner s Outside Firewall Meeting Regulatory Requirements Banks Under HIPAA Regulation Consumer Product Mfgr. Other CIO Solutions Chumash Casino Citrix Online California Svgs & Loan County Bank Cottage Hospital Pueblo Radiology Walking Company East Bank Wachovia
Hinweis der Redaktion
- Welcome! My name is David Telleen-Lawton…and if you are here to hear about The Nitty, the Gritty of Setting up Customer Discovery Meetings, then you are in the right place. When Eric and team invited me to share the most important elements of what has made me successful over the last three decades…yes three decades…well before Lean had been birthed…I was delighted. Thank you for honoring me with choosing this talk this morning.
- This talk is for those who have never set up Customer Discovery Meetings, for those who are stalled or stuck setting up meetings, and for those that are interested in improving their technique or confidence. I’m going to show you how I do it…what works for me…and I’m confident you will find much of what I say will work for you. 20 minutes allows me to hit the important points in a crisp, fast-paced, presentation…with 10 minutes of Q&A to follow. May I suggest you listen for several things that are very different than the conventional, book learning guidance. The difference of experience over the decades… Let’s get started.
- Before we go any further…Let’s not forget our doctrine…the founding principal. Why we want meetings. We all believe or are leaning about the magic of getting out of the building and meeting with prospective customers as early as possible in the product development cycle. This is the Gateway to Customer Discovery and creating your business model. It’s used for everything: not just features, but markets, distribution channels, marketing messages It works because you are climbing into a time machine with your co-pilots and visiting the future, the future a time when you DO have a product in order to understand what you need to deliver in order to HAVE a product others want.
- My talk has two main parts…I’m going to talk about the proper mindset…and then about a few skills and techniques that will increase your success…and in turn help that mindset. My talk today is designed to help you get more of the right meetings with less anxiety and less effort per meeting.
- www.ProductDevelopment.com 5.5
- Not good enough for me to just know what to do…I want to understand why it works so I know when it works. One went public, four were purchased (ACC, Cogent, Mindflash, Redspin), one is going in name only (VIMAtech), one can still make me rich (Lastline), and working with MTM can still make me famous
- My talk has two main parts…I’m going to talk about the proper mindset…and then about a few skills and techniques that will increase your success…and in turn help that mindset. My talk today is designed to help you with…how to get more of the right meetings with less anxiety and less effort per meeting. …and that’s where I’m going to start talking about Proper Mindset. Number one, adopt a sales approach. Unfortunately, sales often gets a bad rap…and do you know why that is? Well, it’s because there are a lot of bad apples that have found they can hide in poorly run sales organizations. Number 2: Know that in nearly 100% of the cases, the people you are talking to are rational and want you to solve their important problems. Number 3: Recognize this is not a test of your telephone and email skills…this is about detective work and solving simultaneous equations. It’s fun to learn how the world works and how people make decisions. Let’s look at each one of these in a bit more detail.
- Hemorrhaging cash because of malware Why want to be Beta
- Let’s talk about the Proper Mindset and start with believing prospects are rational.
- Scott Holt gave this quote back in the mid-1980s when he was part of the team that created what was the fastest growing company to $100 million of revenue of some such metric. Can you hear the foreshadowing to Lean? Scott Cook of Intuit was another leader in the 80’s that talked about sitting down with paying users.
- Here’s how Frank and I described the process to our prospective clients. I think the message is still strong and clear today. It’s the pushing through to getting a prospect to Notice a few things: * Surprises still happen Development is not slowed down, in fact it is accelerated if you are measuring when you can ship a product people will buy
- My talk has two main parts…I’m going to talk about the proper mindset…and then about a few skills and techniques that will increase your success…and in turn help that mindset. My talk today is designed to help you with…how to get more of the right meetings with less anxiety and less effort per meeting.
- Right Message, Right Target, Right Problem Sleuthing
- My talk has two main parts…I’m going to talk about the proper mindset…and then about a few skills and techniques that will increase your success…and in turn help that mindset. My talk today is designed to help you with…how to get more of the right meetings with less anxiety and less effort per meeting.
- I say script, because it’s written out and you will use it when you call…yes call, your target. Miraculously, it’s basically the same script as the voice mail message you leave and the followup email message you send…and it’s so simple it will roll off your toungue after using it a few times.
- Geography is important
- Notice we addressed all of these very succinctly.
- My talk has two main parts…I’m going to talk about the proper mindset…and then about a few skills and techniques that will increase your success…and in turn help that mindset. My talk today is designed to help you with…how to get more of the right meetings with less anxiety and less effort per meeting.
- My talk has two main parts…I’m going to talk about the proper mindset…and then about a few skills and techniques that will increase your success…and in turn help that mindset. My talk today is designed to help you with…how to get more of the right meetings with less anxiety and less effort per meeting.
- The real speed bump is not having meetings. Full dress rehearsal Just in Time
- Be more specific…commonality Unconscious bias Targeting Right church, wrong pew Right church, right pew Ripe fruit, lowest branches Talk Who else should I talk to? SHOW WAVES
- My talk has two main parts…I’m going to talk about the proper mindset…and then about a few skills and techniques that will increase your success…and in turn help that mindset. My talk today is designed to help you with…how to get more of the right meetings with less anxiety and less effort per meeting.
- Necessity is the mother of all invention Frustration is the mid-wife
- My talk has two main parts…I’m going to talk about the proper mindset…and then about a few skills and techniques that will increase your success…and in turn help that mindset. My talk today is designed to help you with…how to get more of the right meetings with less anxiety and less effort per meeting.
- www.ProductDevelopment.com 5.31
- Don’t settle for guess -- be commited to find out Work the process, easily distracted Focus on problem and people closest to the problem Even those with an online product need to engage in Customer Discovery meetings. Perhaps you have gotten “users” with social media, to really understand your business, you need to speak with these users directly. You cannot do this remote control.
- Be more specific about the examples
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