How CMOs turn Skepticism into Strategy—no filters, no scripts, just raw insights.
During a recent peer-to-peer meeting among the Fractional CMOs at yorCMO, one CMO raised a critical challenge: their client was hesitant to conduct buyer interviews, questioning whether the insights would be worth the effort. This sparked a discussion among the group about the common fears, uncertainties, and doubts (FUDs) surrounding buyer interviews.
Buyer interviews are a powerful way to uncover customer needs, yet many companies hesitate to conduct them due to common concerns. Let’s break down these fears, uncertainties, and doubts—and why they shouldn’t stand in the way.
1. “Our Audience Won’t Talk to Us”
Client Uncertainty:
“Professionals are too busy—they won’t spend 30 minutes on the phone.”
Why It’s Understandable (But Misguided):
Busy professionals do guard their time—but they’ll engage if the ask is framed as mutually beneficial, not extractive.
CMO Counter:
CMO Rich Taylor’s Repositioning Hack:
“Don’t call it a ‘marketing interview.’ Say, ‘We need to understand how to support you.’”
CMO Ken Acer’s Tax Accountant Case Study:
“We reframed interviews as ‘advice sessions,’ and suddenly, busy tax professionals were happy to engage for 30+ minutes.”
Value Unlocked:
Interviews reveal unspoken pain points (e.g., tech frustrations, scheduling needs) that emails or internal assumptions miss.
2. “We Already Know Everything About Them”
Client doubt:
“We have ambassadors and a database—we don’t need outsider insights.”
Why It’s Dangerous:
Internal teams often suffer from confirmation bias, missing blind spots that third-party interviews expose.
CMO Counter:
CMO Brandie Rezac’s Warning:
“They have 2,000 untouched leads waiting to be explored, trusting their strong understanding of health professionals..”
CMO Joseph Frost’s Litmus Test:
“Ask: Would you prefer a CMO who makes data-driven decisions or one who relies on assumptions?”
Value Unlocked:
External interviews uncover hidden motivators (e.g., desire for mentorship, flexible workflows) that ambassadors might overlook.
3. “What If We Uncover Problems We Can’t Fix?”
Underlying Client Fear:
“Why dig up issues we’re not ready to address yet?”
Why It’s Risky:
Unresolved pain points fester into retention crises.
CMO Counter:
CMO Stacy Kamigaki’s Testimonial Hack:
“Turn insights into recruitment tools. ‘Your input could help others like you’ is irresistible.”
CMO Ken Acer’s Money-Back Guarantee:
“Guarantee a refund if interviews don’t succeed—though they always do.”
Value Unlocked:
Proactive problem-solving builds trust and loyalty with talent—before competitors poach them.
Why Buyer Interviews Are a Strategic Advantage
Beyond addressing these concerns, buyer interviews fuel better decision-making by providing a direct line to the customer’s voice. Key benefits include:
- Improved Messaging & Advertising: Align marketing efforts with buyer expectations.
- Shorter Sales Cycles: Address key decision criteria to accelerate the buying process.
- Target the Decision Makers: Identify and engage with the right prospects.
- Generate Better Leads: Equip teams with real buyer insights for a unified strategy.
- Separate you from Competitors: Leverage insights to stand out in the marketplace.
When you truly understand your buyers, you fast-track growth, profits, and long-term success.
Get Real Insights for Smarter Strategies
Buyer interviews aren’t just a research exercise—it’s about getting real, honest feedback that helps shape better strategies. When you face tough questions and listen openly, you uncover insights that spark real growth.
Learn more about yorCMO Buyer Interviews.
Want to start putting your customers first?
Our Fractional CMOs can help you turn buyer conversations into clear strategies that break through assumptions, align your team, and deliver results.
Because your business doesn’t just need data—it needs the courage to hear it.
