Lesson 3: Talk to Real People

Welcome Back!

Over the last two lessons, you've identified the problem your business solves and started building a profile of your ideal customer.

Now it's time to test your assumptions.

One of the biggest advantages you have as an entrepreneur is the ability to talk directly to potential customers. You don't need expensive research firms or large surveys. Sometimes, the most valuable insight comes from a 15-minute conversation.

The challenge is knowing how to ask the right questions.

Lesson Overview

Imagine you've just developed a new business idea.

You're excited.

You believe it's exactly what people need.

So you ask someone:

"I have this great idea. Would you buy it?"

They smile and say,

"Yeah, I probably would."

You leave the conversation feeling encouraged.

But what have you actually learned?

Very little.

People are naturally kind. Most don't want to discourage someone who's excited about a new idea. They often answer based on what they think they might do, not what they actually do.

That's why experienced entrepreneurs ask different questions.

Instead of looking for compliments, they look for evidence.

Your goal isn't to prove your idea is good.

Your goal is to understand your customer's world.

Become a Detective

Imagine you're investigating a mystery.

You don't walk into the room already convinced you know the answer.

You ask questions.

You observe.

You listen.

You collect clues.

That's exactly how customer interviews should work.

You're not trying to sell your idea.

You're trying to discover:

• What frustrates people?
• How are they solving the problem today?
• What's working well?
• What's not working?
• What would make their lives easier?

When you approach conversations with genuine curiosity, people tend to share far more honest and useful feedback.

Ask About the Past, Not the Future

One of the best pieces of advice entrepreneurs receive is this:

Ask people what they've done, not what they think they might do.

For example, instead of asking:

"Would you hire a bookkeeping service?"

Ask:

"How do you currently manage your bookkeeping?"

Instead of:

"Would you use a meal prep service?"

Ask:

"Tell me about the last time you had to figure out dinner after a busy day."

Past behaviour is one of the best predictors of future behaviour.

The stories people tell you often reveal opportunities you never expected.

Listen More Than You Talk

A good customer interview shouldn't feel like a sales presentation.

It should feel like a conversation.

Aim to spend at least 80% of the time listening and only 20% talking.

When someone shares a frustration, resist the urge to immediately explain how your business solves it.

Instead, ask another question.

For example:

• "Can you tell me more about that?"
• "Why was that frustrating?"
• "How often does that happen?
• "What did you do next?"
• "How did that make you feel?"

The more you listen, the more you'll learn.

Who Should You Talk To?

Start with people who closely match the customer profile you created in Lesson 2.

These could include:

• Friends or family members who genuinely fit your target customer.
• Existing customers, if you've already started your business.
• People you meet at networking events.
• Members of local community groups.
• Connections through social media.
• Other entrepreneurs who serve a similar audience.

Remember, you're looking for honest feedback, not compliments.

Challenge Activity

Reach out to three people who closely match your ideal customer.

Ask if they'd be willing to spend 15 minutes talking about their experience.

During the conversation, avoid pitching your idea. Instead, focus on understanding their challenges.

Here are a few questions to get you started:

• Tell me about the last time you experienced this problem.
• How are you solving it today?
• What's the most frustrating part of that experience?
• What do you like about your current solution?
• If you could change one thing, what would it be?

Take notes as they speak.

Pay attention to the exact words they use. Those words can become incredibly valuable when you start writing marketing messages later.

Business Coach Tip

If someone says something interesting, don't move on too quickly.

Ask:

"Why?"

Then ask it again.

And sometimes, ask it a third time.

Each answer usually uncovers another layer of the problem.

The first answer explains what happened.

The second explains why it matters.

The third often reveals what's really driving their behaviour.

Key Takeaway

Your customers already have the answers, you just have to ask better questions and be willing to listen.

The best entrepreneurs aren't the ones who talk the most.

They're the ones who learn the most.

Continue Your Journey

In Lesson 4: Spy on Your Competition, you'll learn how to research other businesses, identify what's working, uncover gaps in the market, and find opportunities to stand out.

Remember, studying your competitors isn't about copying them.

It's about learning from them.

Need Help Along the Way?

Not sure what questions to ask or how to interpret the feedback you're receiving?

The Hamilton Business Centre can help. Our business advisors can review your customer interview findings, identify patterns, and help you turn those insights into practical next steps for your business.