CONTEXT
Here, we gather context, psychological traits, past experiences, and the trigger that led to the decision-making process.
Where do you live? What are your hobbies? What do you do for work? (Understanding the context and allowing the person to open up with simple questions.) How did you decide to lose weight? (Trigger) Have you always had excess weight? How have you dealt with it? If not, what happened, and what events led to it? (Experience)
WANT
We find out the clear and specific result they desire.
What would you like to achieve? ("Lose weight")
WHY
We uncover the deeper needs behind this desire.
We ask questions like "Why do you want to lose weight?" and "Why do you want to look better?" until we reach the person’s fundamental need and emotions.
SOLUTION
What solution did the person find for this problem, and what issues arose with that solution?
How have you tried to lose weight before? What results did you achieve? What didn’t work? Why didn’t it work? What did you not like? What would you like to change in the solution?
THIS IS WHERE THE SO-CALLED "PROBLEM INTERVIEW" BEGINS
This isn’t an interview that will cause you problems, but rather an interview where we identify problems and their solutions. :)
Question 1
Tell me, how do you usually address this problem (in detail)? How much does it cost? Are you satisfied with the results? If not, why?
Question 2
Have you ever successfully lost weight? What happened afterward? How often did this happen?
Question 3
In response to this question, we should list the problems the person faces and address each problem separately with questions 4-10. For example, questions 4-10 will not be about losing weight but rather about issues like setbacks.
What difficulties do you typically encounter when addressing this problem?
Question 4
We ask this question because it’s easier to remember a story than a fact, helping us better recall what the respondent says.
Please tell me about a typical instance when you faced this problem.
Question 5
We ask this question to ensure the problem is relevant and frequent.
How often does this happen? When was the last time you faced this problem?
Question 6
We gather context.
In what situations do you usually face this problem?
Question 7
We keep asking this question until we get an emotional reaction or hear the same answer twice. This is the person’s true concern.
What bothers you the most about this problem?
Question 8
What emotions do you feel when facing this problem?
Question 9
We need an assessment report from the respondent so we can later prioritize the pain/problem.
Rate the intensity of the emotion on a scale from 1-10, where 10 is the highest possible emotion.
Question 10
Here we address the fact that sometimes a problem triggers emotions, but those emotions don’t lead to action. If the person didn’t do anything to solve the problem, it might not be a very significant issue.
Have you tried to solve this problem?
THIS IS WHERE THE SOLUTION INTERVIEW BEGINS - WHERE WE OFFER A SOLUTION TO THE PROBLEM
Verbalize the Client’s Needs
So, you want to lose weight to feel confident by eliminating setbacks and anxiety about food. Is that correct?
Describe Our Product
It’s best to use decomposition. Here, the emphasis will be placed depending on the client’s specific answers (what they want, what they expect).
Imagine we offer you personal coaching where I, as your personal trainer, create a program tailored to you and your goal. As a result, you will no longer have setbacks because we won’t be banning anything. Moreover, the anxiety about food will go away because, despite the lack of bans, you will see results—excess water will be gone within the first week, and after another week, you will have much more energy and strength as your body adjusts to the properly distributed load. You will start to lose weight and like what you see in the mirror, and I will be with you all the time to monitor this process, support you, and track your condition, mood, and routine. We will gradually and gently solve your problem and guarantee results. Thanks to our psychological approach, you will feel more confident every day.
Then We Ask Questions
Does the product meet your needs? Why or why not? What are its strengths? What are its weaknesses? How does it compare to competitors or the solutions you have used before to achieve your goal?
Price and Value
Does the price match the value?
Price and Budget
It’s important to differentiate these two questions because matching value doesn’t always mean matching the budget and vice versa.
Does the price fit your budget?
If Yes (fits the budget)
This is a great point that allows us to sell without feeling awkward because we are analyzing the product and its value!
Are you ready to buy right now?
If Yes (ready to buy)
We proceed with the sale. :)
If No (not ready to buy)
Here, the person reveals their true objections—we either address them during the interview or record them for future interviews or content to address them later.
Why aren’t you ready?
If No (doesn’t fit the budget)
What budget would you be willing to allocate per month? Look, to achieve your result, we need three months of work, but we can offer payment in installments over six months (or 10 months, depending on the budget), so you can achieve the result at a comfortable cost for you.