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What this script is
Your best positioning is already in your customers’ heads. The fastest way to improve SaaS positioning is to interview the people who adopted quickly, got value fast, and stayed.
This script gives you a repeatable structure to run 30 to 45 minute interviews, ask the right questions, and extract usable positioning inputs: Why Now triggers, alternatives, decision criteria, proof, and the words customers naturally use.
What you will get from these interviews
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Customer Language: The phrases you can use on your homepage and in outbound
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Why Now Clarity: The buying moment that created urgency
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Alternatives: What they used before and why it stopped working
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Decision Drivers: What mattered most when choosing
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Proof Inputs: Outcomes, metrics, and moments that build trust
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Objections: What almost stopped them from buying, and what resolved it
What is inside the PDF
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Purpose: Why to run these interviews and what to capture
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Before the Interview: Customer selection criteria and setup checklist
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Interview Structure: Opening, permission to record, and question flow
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Prompts: Questions that uncover triggers, alternatives, and decision logic
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Notes Format: A clean way to capture quotes and proof for reuse
How to use it
Step 1: Select 10 or more best-fit customers.
Step 2: Schedule 30 to 45 minutes and ask permission to record.
Step 3: Follow the script and capture exact phrases.
Step 4: Pull out three things: Why Now, alternative story, and proof.
Step 5: Use the quotes directly in your SaaS positioning and proof blocks.
Who this is for
Founders, Heads of Marketing, and early GTM teams in B2B SaaS who want positioning grounded in real buyer language, not internal assumptions.