Adam Sand describes "value extraction": deep interviews that make customers feel understood and build trust. His team has done about 140 of these interviews over a few years. Four roofers cried on one call.
We do this process called value extraction. We do a really deep interview who you are, what your company's about. We had four roofers cry on that call. Really deep. But the whole idea is that we want to make the customer fall in love with you. We want the customer to feel understood by you. Not that they understand you, but that they feel understood by you. That's a really big distinction that we came across in this process of doing it. For a few years now, we've built like 140 of them.
