📂 Ask these questions to learn why customers chose you

​

​

​

Today's newsletter is proudly supported by Sales.co πŸŽ‰

Sales and marketing are two sides of the same coin. And there's no better way to generate results tomorrow than through email outreach. I couldn't be more excited to partner with Sales.co to help more startups do cold email well. They handle everything from idea generation to a/b testing. All you have to do is show up for the sales call. Founded by two software engineers, their approach is data-driven and scalable, and they only care about bringing you qualified leads. Make sure to mention "Corey" or "Swipe Files."

​

The following is a document we use internally at Conversion Factory when conducting customer research interviews.

These questions align with the jobs-to-be-done "switch interview" style of interview where the goal is to learn why customers chose your product over alternatives.

You can't ask this question directly, because most customers haven't thought thoroughly enough about it to give you a cohesive and truthful answer.

Instead, you have to piece it together through a series of questions that reverse-engineers the decision.

Setting the context

  • How would you describe your role, what are your responsibilities?
  • Who’s in your team, who do you work with?
  • What do you hope to achieve in the next six months?
  • What are your biggest challenges at your work today? Can you rank these problems?

Finding the first thought

  • You spoke of a problem. Can you describe it in detail?
  • When did you first realize you [needed something to solve your problem]?
  • When did it become a priority to solve? Why did it become a priority?
  • What else were you working on when you started working on solving this problem?

Building the consideration set

  • Tell me about how you looked for a product to solve your problem.
  • What kind of solutions did you try? Or not try? Why or why not?
  • What types of workarounds did you try?
  • Where did these solutions fall short? What’s frustrated you?
  • What appealed to you about other solutions?

Be curious about buying dynamics

  • Did you ask anyone else about what they thought about the purchase you were about to make?
  • What was the conversation like when you talked about purchasing the product with your coworker or boss?
  • Before you purchased did you imagine what using the product would be like? What did you imagine?
  • Did you have any anxiety about the purchase? Did you hear something about the product that made you nervous? What was it? Why did it make you nervous?

Analysis after the decision

  • What made you decide on the final solution?
  • How was the onboarding process? How did it feel?
  • What’s it been like using the product?
  • Did you get what you wanted to get out of the product?

β€”Corey

p.s. ready to take your marketing skills to the next level? Invest in a Swipe Files membership to get 4 courses on SaaS Marketing.

​

Swipe Files does not have sponsors. We have partners.

We partner with trusted top-tier service providers. In fact, I reached out to them β€” each one has been carefully selected and vetted so I have 100% confidence in recommending them to you. Doing business with them supports this newsletter. 😊

See how these services can help you grow and mention "Swipe Files" or "Corey" for special treatment:

  • ​Conversion Factory β€” My product marketing agency on a subscription to help you turn traffic into revenue.
  • ​ReactSquad β€” The only developer matchmaking service for SaaS startups focused on vetted engineers who focus on React & Node.js.
  • ​xFusion β€” Get trained, reliable, and affordable customer support reps ready to go for your business.
  • ​Sales.co β€” Cold email from idea generation to A/B testing, all you have to do is show up for the sales call.
  • ​Videodeck β€” Done-for-you video production with an expert team at an affordable price.
  • ​Dofollow β€” My go-to service for sourcing high-quality backlinks in ethical ways to help you rank higher in Google.
  • ​Embarque β€” Level up your content and SEO at an affordable price, from keyword research to content production to promotion.
  • ​MarketerHire β€” Get matched with a top-tier freelance marketer within 48 hours.
​

​

0 of 5
You're just 5 referrals away from unlocking 50% Off
Next Reward
50% Off
Share with 5 friends and become a Swipe Files member for just $249 (normally $499) or get 50% off your next year if you're already a member.
Unlocked Rewards
50% Off
Free Year
Free for Life

​

​

​

Older messages

📂 The SaaS go-to-market checklist

Thursday, June 6, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by xFusion 🎉 ​ A few years ago I referred one of my consulting clients, SavvyCal, to xFusion to get help with customer support. And after seeing

📂 Are you sending these automated emails?

Monday, June 3, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by ReactSquad 🎉 I decided to partner with ReactSquad after experiencing first-hand how hard it was to hire a reliable engineer without paying Silicon

📂 Reverse engineer a budget from a revenue goal, or a revenue goal from a budget

Monday, June 3, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by Videodeck 🎉 One of the most common questions I've gotten in the last year is: "How do we get started with video marketing?" So I

📂 Everything you need to know about analytics tools

Monday, June 3, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by Conversion Factory 🎉 I started Conversion Factory to help startups go from a nice-to-have to a must-have. We're the only product marketing

📂 VAs for founders

Monday, June 3, 2024

​ ​ ​ ​ Hey friends, I'm excited to finally announce that I've partnered with A Team Overseas as an official partner of the Swipe Files newsletter. I've gotten to know their founder, Kevin

You Might Also Like

Shrimpy, Hit Cancel, Write Your Story 🍤

Tuesday, June 18, 2024

And the urge to cancel when overwhelmed View this email in your browser The Stories of Our Lives Framed By AI Ever thought about getting your life story published? Of course you have. But writing down

the most expensive email of my life

Tuesday, June 18, 2024

Read time: 1 min, 03 sec I will never forget that Friday. I was visiting NYC and riding in the back seat of an Uber. I was smiling, taking in all the sights and sounds, and just thinking "man,

💵 Did I say it’s just a dollar?

Tuesday, June 18, 2024

I did, didn't I? Hey , Seriously…it's mind-blowing! Yesterday, I offered my entire Start & Scale program for $1. The response has been insane. So many lives will be transformed. But you

23 podcasts that will help you sell your business

Tuesday, June 18, 2024

Plus, what's happening in the market right now ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

BSSA #100 - Finding $1M SaaS Ideas (and Shopify Apps)

Tuesday, June 18, 2024

June 18, 2024 | Read Online fb tw in email Here we are. Newsletter number #100 🚀 What a journey. For those who've been reading it since the beginning: Thank you 🙏 And for the new people who joined

🗞 What's New: Easy PR strategies for startups

Tuesday, June 18, 2024

Also: Boost visibility and sales! ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

The Growth Newsletter #189

Tuesday, June 18, 2024

How to write marketing emails that convert ‌ ‌ ‌ Demand Curve Read on demandcurve.com The Growth Newsletter #189 How to write marketing emails that convert Often, people buy like this: They see your ad

🗞 What's New: Easy PR strategies for startups

Tuesday, June 18, 2024

Also: Boost visibility and sales! ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

When and how to run a billboard campaign

Tuesday, June 18, 2024

Is $20K for a spot on Highway 101 worth it? ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Adaptation tech might save your morning brew

Tuesday, June 18, 2024

Plus: NATO Innovation Fund's investments; THIS raises £20m Series C View in browser Sponsor Card - Flagship-24 Good morning there, I've recently returned from the Lausanne-based conference