new business module

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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.
INITIAL MARKET ASSESSMENT 75 Be alert to the possibility that the discussion may drift off topic and try to bring the interviewee back to the topic of interest. This will require some tact, however, so as not to give the impression that you do not care about what the interviewee is telling you. Observe Questions are not the only way to obtain information. Observation can take an entrepreneur a long way and is a very good way to verify oral information. If a competitor claims to serve 100 customers per day but you have seen none enter the shop all day, you have reason to doubt the competitor’s enthusiastic statement.
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BUSINESS SKILLS TRAINING COURSE FOR
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BUSINESS SKILLS TRAINING COURSE FOR
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4 BUSINESS SKILLS MODULE 5: ESTIMAT
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6 BUSINESS SKILLS It is important t
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8 BUSINESS SKILLS They make the cou
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Monluck Sidara/ICRC
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12 BUSINESS SKILLS Module 1 starts
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14 BUSINESS SKILLS (d) Trading busi
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16 BUSINESS SKILLS The main duty of
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18 BUSINESS SKILLS must be able to
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20 BUSINESS SKILLS Typically, small
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22 BUSINESS SKILLS 2.2 From busines
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Page 63 and 64: MARKETING PRODUCTS 61 Marketing mix
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126 BUSINESS SKILLS Zelimkhan Mesto
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128 BUSINESS SKILLS Module 8 presen
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130 BUSINESS SKILLS LIST OF REFEREN
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132 BUSINESS SKILLS Organization wi
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