Persistence Beats Resistance

How should you approach getting leads for the customer discovery/market research phase?

What should you do when you're just looking to learn more about your customers and market?

In less than 5 minutes today...

I will show you how I think about the customer discovery journey and my proven framework to accelerate your customer discovery process.

Let's go 🚀

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What is customer discovery?

Customer discovery is the process of identifying your Ideal Customer Profile and their pain points/needs so that you can tailor your product and go-to-market strategy to their needs.

Customer discovery is NOT about finding customers to buy your product, that is sales.

How long should it last?

Customer discovery is a lifelong journey :)

I recommend timeboxing it to 45-60 days for your initial customer discovery phase.

How many discovery calls do you need?

I recommend at least 100 unique customer discovery conversations. In-person>> video call >> phone.

How to get more discovery calls

1. Create your messaging, i.e., strategic narrative. Your strategic narrative is the story of transformation that your ICP will travel to go from where they are today (pain points) to their goal (problem solved).
2. Start posting educational content about the problem you're solving on social and drive sign-ups:
   1. Point your audience to a landing page to get your free guide (lead magnet).
   2. Make sure your content is targeted to your ICP and educates them about the problems they are trying to solve.
   3. Take your best post of the week and run it in your weekly email newsletter.
3. Take your best-performing content and run a pay-per-click (PPC) ad campaign to generate leads through your landing page.
   1. Keep a small budget. Don't blow up all your money :)
   2. Talk to your leads, and ask open-ended questions about their problems. Understand if your product/idea will address a top 3 problem for them, if not, find out what their top 3 problems are!
   3. Offer them all a trial for $0 in return for a survey/questionnaire and a discount on your service if they want to carry on using it.
4. Do cold outreach via Linkedin to people who are strictly within your ICP and try to foster genuine conversations about solving their problems. Selling too soon can push people away.
5. Record and summarize each discovery call in your CRM. Note down your top 3-5 insights. Collect the insights across all the conversations to find the common patterns.

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That's it for today. I'll see you again soon.

Cheers

Sawruv

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