How do you encourage a customer to buy a product or service for the first time?

What You Need to Know
Experienced Example
Growth Marketing Example

The interviewer is looking to see if you have any knowledge or experience in creating user tutorials or an onboarding flow. Many products and services are complex and require some hand-holding or training in order to get the customer to the point where they will purchase it and then continue to use it. Mention if you have any experience using tools like Loom or Appcues to produce personalized onboarding flows, surveys, or recorded product tours.

"At my last job, our service provided many nuanced benefits to our customers. The issue was making sure they understood that these features were available to them and how to use them. Our sales and account management teams worked hard to demo our service, but I also suggested that our marketing team put together a recorded video tour of the service as well. We created it using Loom and then put it on our website, in addition to promoting it in emails and other communications. Not only did this video tour help us close more deals because new clients understood better what the service offered, but it also helped us retain existing customers because it ensured that they were taking full advantage of all we had to offer."

"It really depends on the product or service being offered that would dictate how you would engage with your audience. But, generally speaking, I would say I have a pretty good track record with my conversion rates. Part of anticipating trends is in understanding the consumer climate. I am really good at identifying pain points and customer needs and building trust."

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How to Answer: How do you encourage a customer to buy a product or service for the first time?

Advice and answer examples written specifically for a Growth Marketing job interview.

8. How do you encourage a customer to buy a product or service for the first time?

What You Need to Know

The interviewer is looking to see if you have any knowledge or experience in creating user tutorials or an onboarding flow. Many products and services are complex and require some hand-holding or training in order to get the customer to the point where they will purchase it and then continue to use it. Mention if you have any experience using tools like Loom or Appcues to produce personalized onboarding flows, surveys, or recorded product tours.

Written by Marcie Wilmot on November 4th, 2020

Experienced Example

"At my last job, our service provided many nuanced benefits to our customers. The issue was making sure they understood that these features were available to them and how to use them. Our sales and account management teams worked hard to demo our service, but I also suggested that our marketing team put together a recorded video tour of the service as well. We created it using Loom and then put it on our website, in addition to promoting it in emails and other communications. Not only did this video tour help us close more deals because new clients understood better what the service offered, but it also helped us retain existing customers because it ensured that they were taking full advantage of all we had to offer."

Written by Marcie Wilmot on November 4th, 2020

Growth Marketing Example

"It really depends on the product or service being offered that would dictate how you would engage with your audience. But, generally speaking, I would say I have a pretty good track record with my conversion rates. Part of anticipating trends is in understanding the consumer climate. I am really good at identifying pain points and customer needs and building trust."

Written by Kevin Downey on March 22nd, 2023

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