🎤 Customer Interview Checklist
15 questions to uncover your customer's real pain — Pain Points, JTBD, Voice of Customer
Source: Central Brain · CUBO-04 · 17hats, Sales Scripter · 64 files, 164K words · Verified: ✅
Golden rule: DON'T ask "Would you buy X?". People lie. Ask about the past: "What did you do last time...?" Past behavior predicts the future.
💰 Economic Pain (loses money)
1. How much money do you estimate you lose per month to this problem?Quantifying the pain = creating urgency
2. Were there hidden costs you didn't see at first?Hidden costs reveal the real pain
3. What was the moment you realized this was costing you money?Trigger: the event that started the search
⏰ Process Pain (loses time)
4. How many hours a week do you spend on this?Quantifying the time = creating urgency
5. What tools do you use today, and what frustrates you about each one?Alternatives: knowing what they use (and why it fails)
6. Where does the workflow get stuck?The friction point = your opportunity
👥 People Pain (loses talent/clients)
7. How many people have you lost to this problem?Quantifying the loss = creating urgency
8. What do people say when they leave?Voice of Customer: the exact words
📈 Growth Pain (loses opportunities)
9. What growth did you miss out on because of this problem?The gap between where you are and where you want to be
10. Which metric stalled?The metric that hurts them = your lever
🔧 JTBD (Jobs To Be Done)
11. What are you trying to accomplish when you use [type of tool]?The "job" they need done, not the product
12. What's the end result you're looking for?The outcome, not the features
13. What constraints do you have when choosing a solution?Budget, time, team, approval
🗣️ Voice of Customer
14. How would you describe this problem to a colleague?The exact words for your copy
15. What do you search on Google when you have this problem?Your customer's real keywords
💡 After the interview: 1. Transcribe. 2. Highlight verbatim phrases. 3. Classify by pain type. 4. Use those phrases in your copy. The best sales lines are written by your customers.
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