Avoid These Common Mistakes When Talking to Customers: A Guide for Product Managers

Let’s discuss something we all have to do as product managers but often struggle with: talking to customers.

Over the years, I’ve seen even so many PMs (including myself) make mistakes in this area.

Drawing from the wisdom of “Lean Customer Development,” “The Mom Test,” “Just Enough Research,” and “Talking to Humans,” here are some of the most common pitfalls and how to avoid them.

Mistake #1: Asking Leading Questions

As Rob Fitzpatrick points out in “The Mom Test,” it’s easy to ask questions that subtly guide customers towards the answers we want to hear.

We all want validation for our ideas, but leading questions can result in false positives and misguided development efforts.

Instead, aim for open-ended, unbiased questions that allow customers to share their honest thoughts and experiences.

Mistake #2: Treating Customer Conversations like Sales Pitches

When we’re passionate about our products, it’s tempting to turn customer interviews into sales pitches.

However, as emphasized in “Lean Customer Development” by Cindy Alvarez, the goal is not to sell, but to learn.

Keep the conversation focused on the customer, their problems, and their needs, not on promoting your product.

Mistake #3: Not Talking to Enough Customers

Erika Hall in “Just Enough Research” reminds us that a handful of customer conversations aren’t enough to draw reliable conclusions.

Make sure you’re talking to a diverse range of customers to avoid being misled by outliers or niche perspectives.

Mistake #4: Ignoring the Power of Observations

Giff Constable’s “Talking to Humans” emphasizes the value of observation. We often over-rely on what customers say and forget to observe what they do.

Pay attention to their actions and the context of use. They can reveal more about customer needs and behaviors than their words alone.

Mistake #5: Overlooking Non-Users

It’s easy to focus all our attention on current users and forget about non-users. However, understanding why people aren’t using your product can offer crucial insights into barriers to adoption or unmet needs in your market.

In Conclusion

Remember, talking to customers is an art that requires practice, patience, and a genuine curiosity about people’s experiences. Avoiding these common mistakes will help you uncover more reliable and actionable insights, ultimately leading to better products.

As product managers, we are the advocates for our customers. It’s our job to understand them deeply, champion their needs, and translate their experiences into products they’ll love and buy.

I hope these tips help you improve your customer conversations and avoid some common pitfalls.

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