new business module

74
BUSINESS SKILLS
Different competitors are likely to give different answers. Some
may not want to provide correct information; others may not
know the answers to the questions. Entrepreneurs should bear
in mind what they learned from previous interviews when
conducting an interview. Whenever a discrepancy arises, they
should ask for clarification without mentioning the source of
the contradictory information.
Cross-check information during an interview. If you ask
complex questions, you should reformulate the interviewee’s
answer and ask whether you understood correctly (e.g. “So
you’re saying that…”).
Be aware of the interview environment
Make sure you conduct the interviews in an environment in
which the interviewees feel free to talk. If you interview customers
in front of other people, they may feel shy about saying
things. Look for a place that is suitable for a private discussion.
If you interview a businessperson (competitor or supplier), make
sure the person has the time to talk to you and that you are not
obstructing the person’s business. Do not ask a businessperson
business-related questions in the presence of other people.
Be alert, flexible and spontaneous
Do not feel constrained by the questions you have prepared.
Sometimes interviews can take interesting turns and reveal
details you may not have thought of. Do not cut off an interviewee
who is providing interesting information because it is
not on the list of questions.
If you do not obtain the information by asking for it directly,
ask from another angle. For example, if your competitors
cannot tell you how high their sales are, ask how many customers
they serve per day, whether this is representative of
the whole year, and so on.