This is the person to start with. This might not be the person ultimately interviewed,
or whose name appears in the content, but they will at least know who to
approach in their organization. Once you??™ve identified the candidate, it??™s a simple process
of setting up a time to meet in person, speak over the phone, or arrange an online interview.
At this point, you should get a clear answer on whether the client is willing to go on record
about your product or service. Try not to waste time with indecisive or overly demanding
contacts; they are usually far more trouble than they are worth, and will not make the
process any easier as it progresses.
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Conduct the interview
After contacting the customer, set up a mutually convenient time to conduct the interview.
This might be later that afternoon or a month down the road. You are, unfortunately,
at the whim of the client??™s schedule and in all likelihood not at the top of their priority list.
Conducting a live interview is always better than conducting one via e-mail. E-mail typically
produces short, formulaic answers, and it can take a person longer to type those stunted
responses than to simply talk to you on the phone and give you the story in their own
words.
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