Introduction
Effective hearing is essential to accurately understand customer needs and make optimal proposals. The hearing sheet plays an important role as a tool for making the hearing proceed smoothly and efficiently.
In this guide, we will explain in detail how to create an effective hearing sheet by dividing it into the following seven steps. We’ll also introduce frameworks, templates, and specific example questions to help you through each step.
Clarify the purpose of the hearing
Type of purpose
- Identification of issues: Gather the information necessary to clarify the issues faced by customers and propose solutions.
- Understand needs: Unearth latent customer needs and collect information that will lead to new proposals.
- Relationship building: Gather information to build trust with customers and aim for long-term partnerships.
Points to clarify your purpose
- SMART goal setting: Set goals that are specific, measurable, achievable, relevant, and time-bound.
- Clarification of expected results: Visualize a concrete image of what kind of results you want to achieve through the interview.
- Gather information in advance: Understand the customer’s industry, company size, business content, challenges, etc. in advance.
Clarify customer target
Target type
- Job title: decision maker, person in charge, person of influence, etc.
- Age group: 20s, 30s, 40s, etc.
- Gender: male, female, etc.
- Industry: manufacturing, service, IT, etc.
- Company size: SMEs, large companies, etc.
Points to clarify your target
- Persona setting: Assuming a specific customer image, setting name, age, position, challenges, needs, etc.
- Understand the commonalities: Understand the commonalities (issues, needs, values, etc.) of your target customers.
- Segmentation: If there are multiple target groups, create a hearing sheet tailored to each.
Organize hearing items
Utilization of 5W1H
- Who: Who will be interviewed (position, name, etc.)?
- What: What will you be hearing about (issues, needs, solutions, etc.)?
- When: When will the hearing be held (date, time, etc.)?
- Where: Where will the hearing be held (location, online, etc.)?
- Why: Why are you conducting the hearing (purpose, goals, etc.)?
- How: How will the hearing be conducted (question format, method, etc.)?
Type of question
- Closed Questions: Questions that can be answered with a yes or no.
- Open-ended questions: Open-ended questions.
- Multiple choice question: A question where you choose an answer from a set of options.
- Scale questions: Questions that are evaluated on a scale of 1 to 5.
Example question
- Issue identification : What issues are you currently facing?
- Understand your needs : What do you want to achieve in the future?
- Solution proposal : How do you think our products/services can help you?
Consider question order
introduction
- Ice-breaker: Relieve tension and create a relaxed atmosphere through small talk.
- Explain the purpose and outline of the hearing.
Main story
- Start by asking questions to understand the customer’s situation.
- Ask questions that dig into specific issues and needs.
- Ask questions to suggest solutions.
Conclusion
- Confirm the contents of the hearing.
- Explain the next step.
Utilize frameworks
Representative framework
- 5W1H : Helps organize question items.
- SPIN : Helps you dig into issues and propose solutions.
- PEST : Useful for analyzing the environment surrounding customers.
- SWOT : Useful for analyzing customer strengths, weaknesses, opportunities, and threats.
How to choose a framework
- Select the appropriate framework according to the purpose and target of the hearing.
- It is also effective to use multiple frameworks in combination.
Utilize templates
Template type
- Purpose-specific: Templates tailored to your purpose, such as identifying issues, understanding needs, and building relationships.
- By industry: Templates tailored to industries such as manufacturing, service, IT, etc.
- By company size: Templates tailored to company size, such as small to medium-sized companies and large companies.
How to use templates
- Create an original interview sheet based on the question items and order.
- Add questions tailored to your product or service.
- Tailor your questions to the customer.
Attention to design
Design points
- Use fonts and layouts that are easy to see and read.
- Create designs that match customer attributes and preferences.
- Use logos, illustrations, etc. to appeal visually.
test in advance
Purpose of the test
- Verify that the questions are easy to understand and can be answered within an appropriate amount of time.
- Adjust the content and order of questions while observing customer reactions.
Utilize the hearing sheet
Key points during the hearing
- Listen carefully to what the customer has to say and take notes.
- Speak in a way that clearly conveys the intent of the question.
- Pay attention to the customer’s facial expressions and tone of voice.
Follow-up after hearing
- Summarize the contents of the hearing and share it with customers.
- Make proposals that reflect customer opinions and requests.
- Schedule the next hearing.
Improve the hearing sheet
Points for improvement
- Review the content of the hearing and improve the content and order of questions.
- Reflect customer feedback.
- Review the hearing sheet regularly and make improvements.
Framework template example
5W1H
- Who: Title, name, department, etc.
- What: Issues, needs, requests, etc.
- When: When the issue occurred, the deadline by which you want to resolve it, etc.
- Where: Where the issue is occurring, how far it is affected, etc.
- Why: The cause and background of the issue, etc.
- How: methods, means, etc. for solving a problem.
SPIN
- Situation : Questions to understand the current situation.
- Problem : Questions to dig deeper into the issue.
- Implication : Questions asking about the impact of leaving the issue unattended.
- Need-payoff : Questions that emphasize the benefits of a solution.
PEST
- Political : Questions regarding politics, economics, and social situations.
- Economic : Questions regarding economic conditions.
- Social : Questions regarding the social situation.
- Technological : Questions regarding technological trends.
SWOT
- Strengths : Questions about customer strengths.
- Weaknesses : Questions about customer weaknesses.
- Opportunities : Questions about opportunities for customers.
- Threats : Questions about threats to customers.
template example
- For identifying issues
- full name:
- post:
- Affiliated department:
- Issues we are facing:
- When the issue occurred:
- Where the issue is occurring:
- Cause of issue:
- Deadline for solving the problem:
- Methods to solve the problem:
- For understanding needs
- full name:
- post:
- Affiliated department:
- What I would like to achieve in the future:
- Specific details:
- Reasons for wanting to achieve this:
- Goal achievement indicators:
- Goals I want to achieve:
- Quantitative goals:
- Qualitative goals:
- When you want to achieve it:
- shortest:
- Longest:
- Challenges to achieve:
- Specific details:
- solution:
- How do you think our products/services can help you? :
- Specific features:
- Expected effect:
- For relationship building
- full name:
- post:
- Affiliated department:
- Hobbies and special skills:
- Favorite food and drink:
- Recent happenings:
- Values towards work:
- Relationship with our company:
- current situation:
- How we would like to develop in the future:
- What we expect from our company:
- Specific details:
others
- A hearing sheet is an important tool for smooth communication with customers and for making effective proposals.
- Use the steps, framework, and templates above as a reference to create a hearing sheet that suits your purpose.
- It is important to regularly review and improve the hearing sheet.
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