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3 In Customer Discovery, Embrace The Silence. Reap the Benefits

Name: 3 In Customer Discovery, Embrace The Silence. Reap the Benefits
Uploaded: 2023-08-18T20:46:49+00:00
Duration: 34 s
Channel: Bob London
Description: In this segment, Bob London emphasizes the importance of allowing interviewees to clarify their own thoughts during customer discovery without the…

18 Aug 2023 · 1 min

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In this segment, Bob London emphasizes the importance of allowing interviewees to clarify their own thoughts during customer discovery without the interviewer influencing them. He advises interviewers to resist the urge to interject or reinterpret the interviewee’s statements, instead providing a service by letting the person think and speak freely. By embracing silence and allowing pauses—often 20‑30% of the answer emerges after a pause—interviewers position themselves as trusted advisors, helping customers surface what truly matters to them.

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I think it's important to be able to help the other person clarify their thoughts without you influencing it, without me jumping in to say, oh, did you really mean this or that? Let them clarify their thoughts and you'll be providing a service to them. You sort of end up in the pole position, right? Because you're the trusted advisor then helping them open up and clarify what's important to them. And that's why embracing the silence in these conversations is so important, because after there's a pause is often what I find at least 20 to 30% more of the answer comes after the pause. So it's important to let the quiet just sort sort of rest over the conversation and let the customer think and talk more.