Naked Sales by Ashley Welch & Justin Jones

Author:Ashley Welch & Justin Jones [Welch, Ashley & Jones, Justin]
Language: eng
Format: epub
ISBN: 9781619617575
Publisher: Lioncrest Publishing
Published: 2017-10-15T04:00:00+00:00

Intro

The beginning of a deep-dive interview is important. We want to build rapport, orient the interviewee to the outcomes we’re interested in, give them a sense of how the conversation will play out, and enroll them to participate fully with us. And we want to do this so well that it will be easy for them to share something amazing that we didn’t know!

Everyone has their own style of rapport building. The amount of time we spend building rapport in the interview often depends on how well we know the interviewee. In addition to the typical name-role-tenure professional jabber, we like to include something personal about ourselves—that we have kids, where we live, what we did last weekend. We typically start by introducing ourselves as a courtesy, because we’re usually the ones asking for the call, and in doing so, we model how we’d like them to respond.

Second, we typically shift to the context and purpose of the call, and we phrase this in terms of what we hope to learn and why we think that’s important: “I’d like to ask you some questions about how you process customer loans because I know your customers care about how quickly they get an answer.”

Next, we try to set expectations in terms of how the conversation will flow. We let them know we’re going to ask them to give us very specific examples so that we can see the world through their eyes. It’s important to do this because people aren’t used to thinking in terms of specific examples. They’re going to want to generalize with you, and you’re not going to let them. Providing this heads-up won’t stop them from generalizing, but it does give you permission to press them to be more specific later on. You may say something like, “I don’t want to assume that I understand your loan process, so I’m going to ask you to share some specific examples—while protecting any sensitive customer information—so that I really do understand how it works. Is that all right?”

Finally, give the interviewee a sense of control in the conversation. If you want them to participate fully, it has to be a conversation they co-own with you. This could be as simple as asking what questions they have before you begin, or asking if there was anything else they were hoping to get from the discussion.

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