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12 Provocative Customer Re-Discovery Questions–and How to Ask Them

To be relevant in a noisy world, you have to hear what your audience is thinking. This playbook shows you how.
Your Customer Re-Disovery playbook includes the proven list of insight-provoking questions, tips on how and why to ask them and an overall project guide for your entire “customer listening” initiative.
That’s everything you need to rediscover your customers’ real issues (we call them Elevator Rants) and translate them into differentiators that are meaningful and valuable from the customer’s perspective.  So you can start getting customers for life at the price point you want.
This playbook is offered exclusively to CEOs, business owners, entrepreneurs and executives in marketing, product management, product marketing and sales.

What's in the playbook?

Gain fresh customer insights to differentiate your business, product or service.

In order to be more relevant in the marketplace, you need to learn what the market landscape looks like from the customer’s perspective. What’s important to them? What problems aren’t being properly addressed? What changes in your product, service or processes would make them a “customer for life”? The best way to answer these questions is to…ASK THE CUSTOMER!
The Customer Re-Discovery Playbook includes all of the questions, steps, tips and templates you need to uncover meaningful, tangible ways to differentiate your business that are valuable from the customer’s point of view.
``Magic`` questions

Proven to elicit deep insights from customers and prospects regarding their actual priorities and pain points, how they value products and services and how they make decisions.

Process

Step-by-step instructions on how to approach customers and prospects, “hear what they’re thinking” and find fresh insights.

How to ask

Guidelines and tips on conducting conversations with customers and prospects–including the best ways get them to open up–in order to reveal candid, useful insights.

FAQs

Answers to frequently asked questions we’ve received over the years–so you don’t have to take time out of your busy schedule to ask!

Why do you need the Customer Re-Discovery Playbook?

The ROI on listening includes:
Better engagement across all channels.
Increased campaign metrics.
Increased sales win rates.
Improved return on marketing investment.
Reduced marketing waste.

Does this “customer listening” approach really work?

  • “Bob is is relentless, in a positive way, about using a customer as the reference point (‘what would the customer think?’). This really rooted us with the audience and prevented us from sounding like we were talking to ourselves.”

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    Brent Schimke
    Chief Operating Officer, DataCubed
  • “In meeting with Bob for just an hour or so, I got precious new clarity on our go-to-market strategy and priorities—something I’d been wrestling with for two years (with multiple marketing resources).

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    Alison Whitmire
    President, Learning in Action Technologies
  • “He applies business savvy and experience to make marketing a good investment rather than simply a series of activities that may or may not have the desired result.”

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    Ric Fleisher
    COO, Upside Door; Co-Founder, Urgent.ly, EVP, Cougaar Software
  • “Great results came from our deep engagement using Bob’s ‘customer listening’ approach, because it got right to the heart of the true value of our product–from the customer perspective–beyond fuzzy platitudes.”

    Read the entire story here.

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    Peter Cresse
    Executive Vice President, CloverETL
  • “The feedback from every Partner, as well as my assessment of the effort, was outstanding and led to tangible results, including the partners’ satisfaction with their NAFCU partnership.”

    Read the entire story here.

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    David Frankil
    President, NAFCU Services Corp.
  • “Rather than focusing on tactics like SEO, email, print or events, Bob started by getting us to look at our motives. In other words, spending a dollar on traditional marketing meant not investing in, say product development, support, or an additional sales person.”

    Read the full story here.

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    John Kraft
    CEO, ServerVault (acquired by Carpathia)
  • “You rarely find this combination of strategy and creativity in one resource.”

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    David Trachtenberg
    Chief Solutions Officer, vRad (acquired by MEDNAX)
  • “We got actionable customer insights that led to powerful creative concepts.”

    Watch video.

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    Tien Wong
    Serial Entrepreneur & Investor
  • “The changes to our positioning and pitch made a huge and immediate difference.”

    Read the entire story..

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    Pat Friel
    Managing Partner, Lochlin Partners
  • “Bob synthesized our story so it clearly presents what we are about and makes our marketing more effective.”

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    Bryan Gernert
    CEO & Co-Founder, Resonate, Inc.
  • “The customer insights Bob uncovered were instrumental in our successful pivot that led to a $1.6M investment.”

    Read the entire story here.

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    Jay Chapel
    CEO & Co-Founder, ParkMyCloud
  • “Now our prospects’ eyebrows jump off their head and they say, ‘Why doesn’t my vendor do this?'”

    Watch the video here.

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    Heinan Landa
    CEO & Founder, Optimal Networks
  • “Bob did a fantastic job of translating the customers’ perspective into an effective vision and strategy.”

    (Read more)

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    Amy Bjarnason
    COO, CrossCountry Consulting
Sample questions that have triggered insights for our clients.
  • Q. What's our sweet spot? What are we great at--better than anyone else?
  • Q. What's on your next board of directors update slide?
  • Q. What would make you a customer for life?
  • Q. Hypothetically, what would you get fired for not getting done in the next 12 months?

GET YOUR COMPLIMENTARY PLAYBOOK NOW

Your Customer Re-Disovery playbook includes the proven list of insight-provoking questions, tips on how and why to ask them and an overall project guide for your entire “customer listening” initiative.
That’s everything you need to rediscover your customers’ real issues (we call them Elevator Rants) and translate them into differentiators that are meaningful and valuable from the customer’s perspective.  So you can start getting customers for life at the price point you want.
This playbook is offered exclusively to CEOs, business owners, entrepreneurs and executives in marketing, product management, product marketing and sales.

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