This week as we kicked off an engagement with a new client, we went through the typical kick-off meeting where we discuss more about their solution and our process. We explain the high level concepts of the Customer Development process and how we fit in to this methodology with our process of identifying, contacting, and collaborating with potential clients of their solution. And just like clockwork, the standard question came out...”Why would these companies and the key decision makers within these companies want to help us?”

The answer to this question in many ways is simple. However, it is only once we have had the opportunity to explain it to the client does it truly appear to be simple. The following is how we approach answering this question, and hopefully it may be able to help you as part of your Customer Development process....

1. You are not selling anything! As we highlight in our book and what Steve Blank has laid out in his methodology, the point of this exercise is to truly understand the customer, their requirements, and their definition of value. The goal is not to “sell” something. This is a very important distinction that people have a hard time overcoming. If you approach a situation where you have a sincere desire to learn and understand, people will know and sense this. If however, you approach it as a sales exercise, no matter what words come out of your mouth...clients will see right through this and will not truly open up to give you the information that you are trying to uncover.

2. Do your homework. This is extremely important for the next item on this list, but as far as we are concerned it is a “business basic”. The bottom line here is that many of these people will be less likely to spend time with you trying to help you understand their needs and requirements when you have not taken the time to do some basic homework. Go to the company website to better understand what they do and how they make money. If they have annual reports available, take the time to read the most recent one so that you can understand the companies strategic goals and directions. Use tools like LinkedIn, Spoke, Hoovers, Facebook, or even Google to find out more about the company and the individual. Find out what are some of their issues...and their motivation...

3. Try to find their motivation. This is where you need to do your “homework”. Once you have identified the right person to contact, and before you pick up the phone, make sure you have put some thought towards why this person may be motivated to share some of their valuable time with you. Using the tools mentioned above, you can often get some insight into what motivates them. Often, motivators fall into one of the following categories:

• Recognition - People who are motivated by "Recognition" are interested in respect, admiration, notoriety and celebrity. They want to be recognized by people around them as someone important, credible, and someone to be associated with.

• Influence - People whose primary motivator is "Influence" find power, control, competition, independence, and order to be most important. These people are similar to recognition seekers in many ways; however it is more about what they feel the recognition will give them. They may view this power, or influence, as something they need to accomplish their goals.

• Internal - Some people are motivated by "Internal" factors like morals, duty, intellect, creativity, philanthropy, and honor. These people are less affected by what others say than they are about what they say about themselves. This inner voice is what will make them take action, if they believe in the cause.

• Profit - “Profit” motivated people strive for success with money, possessions, acquisitions, wealth, income and growth. Most often people who are in this category will be very upfront and direct about it, which makes it easier to understand and work with them.

4. Just Ask. Not sure how else to describe this other than the fact that people do want to help others. Yes, you are going to come across some people who could care less about you and your desire to learn. However, the world is still a good place, and there are still people out there that are willing to help you if you just ask. If your solution is appropriate and can have a tangible impact on them, their company, and their industry then do not be afraid to pick up the phone and just ask.

The power of the Customer Development methodology is that you can be building your potential customer base while you are developing products and services that clients truly need, and are willing to pay for. With a sincere desire to understand and learn, combined with doing a bit of homework ahead of time will allow you to get the most out of the CD process.

This is how we approach getting meetings with real-life potential clients for our customers. What are some of the things that you do in order to generate live discussions with potential clients as part of your Customer Development process?

Tags: motivation, customer development, homework, motivators