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2 Stop Trying To Get The Answers You Want. Instead, Find The Truth

Name: 2 Stop Trying To Get The Answers You Want. Instead, Find The Truth
Uploaded: 2023-08-18T20:46:04+00:00
Duration: 37 s
Channel: Bob London
Description: Bob London argues that customer discovery means finding what customers actually need, not steering them toward answers you want. Sales has an agenda to…

18 Aug 2023 · 1 min

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Bob London argues that customer discovery means finding what customers actually need, not steering them toward answers you want. Sales has an agenda to match products to pain points. Discovery is different: create comfort so customers reveal what truly matters, then align your value proposition to reality.

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When we talk about customer discovery, we are not talking about an exercise in trying to get the answers we want. That is not what we're doing. We're trying to get the truth. And there are some parts of companies' customer-facing operation, like in sales, where there is an agenda. It's very clearly a commercial objective of trying to align what you are selling with what their problems and pain points are. And there's nothing wrong with that. That's fine. This is a little different. This is getting them to open up about what's most important to them so we can then properly and accurately align the value of what we do along with that. This is not an effort to manipulate. This is an effort to get them to feel comfortable opening up about their truth.