• What's new in the 3.2 version of the guide

[3 minutes] Introductions, establishing rules and boundaries for the interview

[10 minutes] Qualifying block

This is where you ask Qualifying questions which allow you to learn the respondent's psychological characteristics and past experience to refine the job descriptions

[30 minutes] Studying the jobs graph

• Guide for JTBD-interview IF {job hypothesis} is frequency-based That is, if a person gets a result every time they complete a job. For example, fulfilling monthly plans, paying salaries, or growing marketing efficiency
• Guide to a JTBD interview IF {job hypothesis} is one of sequential jobs That is, if doing high-level jobs is similar to completing a project. For example, developing a mobile application, competing for a tender, or training a team for a project.

[15 minutes] Questions to clarify roles in the deal, budget and recommenders

• Questions on how a purchase decision is made

  These are questions to find out who the decision maker is, how the decision marker makes the decision, what the approval cycle is for the purchase

  • Whose personal goal or client-side problem is it to get a solution for the %job hypothesis% bought?

  • Who makes the final purchase decision?

  • Who else must approve the purchase? In what order?

• About the budget:

  For a sale to happen, it is critical to understand the budget, how spending from the budget occurs, under what conditions. This block of questions allows you to learn that. You will be surprised how often you will be told about the budget.

  • How much do you have allocated for %job hypothesis%? Why this much?

  • How is the decision to spend money from the budget for %job hypothesis% usually made?

  • What budget is available and under what conditions?

  • "what budget line will you pay from?" is the most common question from salespeople. 90% of the time.
    • It’s okay to ask about money! It's not a bad thing, it's not shameful, it's not indecent.
      • there's always a conversion
    • it doesn't always need to be asked in the first three minutes, it’s okay once you’ve established a connection.

• Recommenders

  • and are there any people who have done %job hypothesis% and they usually recommend it?

  • Who internally or externally do you typically go to with questions or requests for contractor/product recommendations when someone does %job hypothesis%?

[optional] Studying our job hypotheses

Job hypotheses

IF you have gained a comprehensive knowledge of which jobs are found in different segments AND you have time left after the "Explore the jobs graph" block, you can find out if the respondent has the hypotheses of the jobs you want to explore and you can dig deeper right away. If there is no job, you skip it.

• Job hypothesis #1

• Job hypothesis #2

• Job Study Template
• Job Study Template

[optional] Solution interview

If you already have an offer-you can take the last 15 minutes to take a decision interview. This will allow you to understand how much your current offer and objection handling is working for a particular responder and his/her jobs.

Job description templates

• A detailed job description template

• A detailed job description template

• A detailed job description template

• A brief job description template

• A brief job description template

• A brief job description template

• A brief job description template

• A brief job description template