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Script Level 3

Client Interview Script

A word-for-word script for client research calls. Use this when interviewing potential or existing clients to uncover real pain points, validate your positioning, and understand buying behaviour. Each section has a copy button so you can drop it into your notes app before the call.

Pre-Call Setup

Fill in the client details below. The script will update automatically with their name, role, and industry so you can print or copy a personalised version before the call.

1

Opening

30 seconds
You
Hi [Name], thanks so much for taking the time to chat with me today. I really appreciate it.
You
Just to set expectations: this is not a sales call. I am doing research to better understand the challenges that [their role/industry] professionals face, so I can build better solutions. There are no right or wrong answers, and everything you share stays confidential.
You
This should take about 20 to 25 minutes. Does that still work for you?
Them
[Confirms]
You
Great. Let's dive in.
Tip: Smile when you say the opening, even on a phone call. It changes the tone of your voice and sets a relaxed atmosphere.
2

Discovery Questions

10 minutes

These questions help you understand their world before digging into specific problems. Ask them conversationally. Let the person talk.

1.Can you tell me a little about your role and what you are responsible for day to day?
2.What does your company do, and who are your main customers?
3.What are the biggest goals or priorities for your team this quarter?
4.What is the single biggest challenge standing between you and those goals?
5.How long has that challenge been a problem? (Follow up: What triggered it?)
6.What have you already tried to solve it?
7.What worked about those attempts, and what did not?
8.If you could wave a magic wand and fix one thing about [relevant area], what would it be?
9.How do you currently find and evaluate service providers or agencies for [your service area]?
10.What would make you switch from your current provider to a new one?
Tip: After each answer, pause for 2 to 3 seconds before asking the next question. The person will often fill the silence with the most honest, unscripted insight.
3

Pain Deep-Dive

8 minutes

Pick the biggest challenge they mentioned and go deeper. These follow-up questions help you understand the real cost and emotional weight of the problem.

You
You mentioned [their biggest challenge]. I would love to understand that better. Can you walk me through what that looks like on a typical day or week?
Them
[Describes the problem in detail]
You
And when that happens, what does it actually cost you? I mean in terms of time, money, or opportunities you are missing out on?
Them
[Quantifies the cost]
You
How does that affect you personally? Like, does it keep you up at night, or create friction with your team or leadership?
Them
[Shares emotional impact]
You
If you solved this completely in the next 90 days, what would that mean for your business? What changes?
You
On a scale of 1 to 10, how urgent is solving this right now?
Tip: Listen for emotion, not just facts. When someone's voice changes, or they say "honestly" or "the truth is," they are about to share something real. Note those moments.
4

Budget and Timeline Questions

5 minutes

Even though this is a research call, understanding how they think about investment and timing helps you price your services and build realistic offers.

You
When it comes to solving something like this, do you typically handle it in-house, or do you bring in outside help?
Them
[Answers]
You
Have you set aside a budget for this kind of work, or is that something that would need to be approved?
You
What would a realistic timeline look like for you? Are you looking to start immediately, or is this more of a next-quarter priority?
You
Who else would be involved in a decision like this? (Decision-maker mapping)
You
What would the ideal outcome look like if you hired someone to help with this? What would success mean to you?
Tip: Never apologise for asking about money. Ask it the same way you ask about their challenges: with genuine curiosity. If they hesitate, say "I am asking because I want to make sure any solution I build is priced in a way that makes sense for people in your position."
5

Closing

2 minutes
You
This has been incredibly helpful. Thank you for being so open about your experience.
You
Before we wrap up, is there anything I did not ask that you think I should know? Anything else about [their challenge area] that is important to you?
Them
[Final thoughts]
You
I am taking everything I learn from conversations like this and building something that I think could genuinely help. Would it be OK if I shared it with you when it is ready? No pressure at all.
Them
[Usually yes]
You
Brilliant. Thanks again, [Name]. I will be in touch. Have a great day.
Tip: Send a brief thank-you message within 2 hours. Something like: "Really enjoyed our conversation today. Your insight about [specific thing they said] was eye-opening. Thanks for the generosity with your time."
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