This episode is all about finding what customers actually want. When customers don't even know, better questions are needed...

Plot line: Our CEO (and main character of our journey), Sarah, has taken on our previous advice and now wants to dive in deeper to their customers' needs. But where do they start? Who do they ask? And what questions will give answers worth actioning?

Who should listen?

• CEOs or GMs of mid-sized companies
• Small business owners
• Sales professionals who work in small or medium businesses
• Marketing professionals who work in small or medium sized businesses
  and
• The generally curious.

Some of the specifics this episode will cover include:

• How to optimise specific questions to get deeper insights

• How to get inside the customers' mind - what do they really mean? What do they really want?

• Why first answers are never enough - and why you need to unpack each answer to find the gold!

• The value of open questions vs closed questions

• Why value is subjective, and how pricing is a quantitative version of value.

This episode was co-hosted by Jack Ferguson and Alex Urquhart

Find Jack on LinkedIn here: Jack Ferguson | LinkedIn

Find Alex on LinkedIn here: Alex Urquhart | LinkedIn

Find The Push on LinkedIn here: The Push: Overview | LinkedIn

Visit Jack’s personal website here: Jack Ferguson — Brand Strategist

Visit Alex’s website here: Home | Market Science (market-science.co)