Entrepreneurs are told to talk to customers, talk to customers. Talk to customers to know the pain they experience and to identify the problem. Talk to customers to get feedback on the solution and confirm a problem-solution fit. Soliciting feedback from potential customers is not a straight forward exercise. Good feedback is received when persons believe the outcome is possible and they have a material stake in the solution.
Persons must experience pain or discomfort which allows them to identify with the problem. The degree to which the pain is experienced differs from person to person. Persons may experience pain but the problem may seldom occur. Hence, the discomfort is short lived and really not worth the time and effort searching for a solution or investing in one.
Some may encounter the problem more frequently and thus experience a higher pain level. The displeasure causes these persons to search for a solution. They investigate options but may not have adopted any solution for several reasons. Potential reasons are a lack of understanding of how the solution works, no immediate help, or a high learning curve.
There are those who experience acute pain and have adopted a solution. However, the solution may not be ideal and leave them wanting something that fits like a hand in glove. They continue to search for something better.
Obviously, the persons who have searched for a solution are your target customers. Finding them is a challenge. However, getting their attention is a bigger challenge. These persons are likely to be risk averse. Most likely, they seek a solution from an established and trusted entity. They want something that works from a reputable supplier. Getting a foot in the door is difficult for startups.
In order to get their attention startups first have to develop credibility. This can be achieved in several ways. Partnerships with reputable firms can alleviate this concern. Another tactic is framing your value proposition in such a way that usage is low risk or risk free. In propositioning your customers you must address the key credibility concerns. Can you deliver? Are you reliable? Are you safe? For businesses these are major concerns since they have to trust your service or product in their business processes.
People don’t have the time for you. They are busy and have enough on their plate, especially, when the engagement may be a continuous dialogue or a series of activities over a period. They want something to implement now. This does not mean that you cannot get their attention. To get their attention it must be worth their while. There must be something material in it for them; if not immediately, then certainly at the end of the process. Otherwise, they can simply wait for the final solution.
There are several ways you can answer the question: What’s in it for me? Use rewards to solicit meaningful involvement. Recognition is a powerful motivation. Crowd funding sites reward contributors with mentions or credits for their involvement. Rewards can be tangible with significant upside. One site offers a small share of equity in the business for persons who aid in key tasks. Information is a valuable tool. For example, in return for participating in surveys a firm conducting the survey offers participant a free copy of the survey report. Another approach is to convince persons of new business opportunities which they can take advantage of.
However you talk to your customers, you must first connect with them so that you get priority. Needless to say you have to be creative. Otherwise, you are simply wasting your time.