How to become an Market Expert€¦ · Questions and Tips for your interview Your workshop...
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How to become a Market Expert by asking the right questions Ulrike Laubner-Kelleher Head of Global Training ProProduktmanagement GmbH
Transcript of How to become an Market Expert€¦ · Questions and Tips for your interview Your workshop...
How to become a Market Expert by asking the right questions
Ulrike Laubner-KelleherHead of Global Training ProProduktmanagement GmbH
How to become a Market Expert by asking the right questions
❑ The breathtaking impact of customer interviews
❑ Benefits for your organization!
❑ How do you start?
❑Why you will love interviews.
❑ Your free interview resources
❑ The interview template
❑ Questions and Tips for your interview
❑ Your workshop results.ree interview sources.
The breathtaking impact of customer interview on product management tasks
With the right set of interview questions you receive
❑ 100% market driven business plan, product & marketing strategies
❑ Striking clarity on customers pains and needs
❑ Answers to create the market segment & potential
❑ Crystal-clear understanding of requirements
❑ In-depth knowledge about customer, market & competition
❑ Value perception of your product & company
❑ Do-it-right-the-first-time development
❑ Faster time-to-market
Customers love to talk about…
Name
Country, region, city
Position
Phone
Experience
Type of customer
User or Buyer
Ready to pay for solution
Information/Buying channels
What is the Problem ?
Situation when problem arises ?
What is the drawback of the problem ?
How often does it occur ?
When does it happen ?
How much loss of time or money does the problem
cost (estimation) ?
persona, market potential, market
segmentation, marketing strategy
communication, payment terms,
distribution channels
user persona, market problem, values,
customer language, operational
understanding, obstacles/laws, requirements,
stories, pricing
themselves their Problem
that impacts
Customers share information on…
Competitors, products in the market,
innovations, strategic analysis, swot,
competition analysis, pricing,
marketing strategies
your competence perceived from customers
swot, marketing strategies, positioning
competition your solution
that impacts
What do they like on our idea/solution?
What do they not like?Is there another solution in place ?
Is another solution evaluated ?
What is the price ?
How is the satisfaction with the solution ?
What is the benefit for the user ?
What is the perception of the cost for this solution
to develop it ?
Now
YOU
become the
MARKET EXPERT
You and your company profit from
Deep market knowledge
Less discussions, emails, meetings
Easier communication between departments
50% faster development
30% more profit
20% more customer satisfaction
How do you start?
1. Find a task that needs customer feedback NOW
2. Say NO to task that you like but are not substantial for your PM work
3. Say NO to meetings in which you cannot contribute
4. Block time in your calendar for customer interview tasks (prepare, conduct, after work)
5. Prepare your interview questions (see free resources at the end)
6. Find 6-10 customers (existing, evaluation and potential) – ask marketing/sales or your network
7. Make appointments and inform customers about your goal, the procedure and time needed
8. Take a paper, positive energy, a listening attitude and nice small gift with you to the interview
Why you will love interviews.
YES,
You need to prepare the interview set
You need to go out and do something new
You will sometimes forget questions or lose the thread, because the stories are so exciting
You can always follow up
AND,
You do it systematically and store it smart → you will always have the right data
You can trust your information 100% → you asked real customers
You will have fun the more you do it → customer’ stories and experiences are the best source ever for
You become a powerful resource within your company → you know customers, competitors, rules…
They are the fastest & reliable (and the cheapest) way to become
THE MARKET EXPERT
Your free interview sources.
Free Textbook
with interview sources, questions and best practice tips for preparations
Free License JIRA Add-on Product Management Dashboard™
to save all interview data and keep them uptodate and accessible for all
& many more benefits. Check out the video.
Free curated articles for Interviews from “Powerful communication for product managers” – just sent
me your email or LinkedIn details and you get them right away.
Free interview preparation sheet (next page) and tips
Questions and Tips for your Interview
Your workshop results
My problems with customer interviews are:
Your workshop results
Which questions are important to find
answers (data) for product strategies,
business plans, roadmaps?
Your workshop results
Which questions are important to ask
customers to support finding the right
requirements?
Your workshop results
What set of questions is useful to get answers
= data for your marketing and sales collateral
Stay in Touch
Ulrike Laubner-Kelleher
Passionate PM, Trainer, Author, Speaker
Email: [email protected]
LinkedIn: https://www.linkedin.com/in/ulrike-laubner-kelleher-26456028/
Phone: +1 716 800 7312
