Of everyone who has engaged with us so far, who is ready to buy the moment we're able to sell — and have I asked them?
Price only means something in the context of value someone else defines — not the number you were hoping to hear. This guide runs four different conversations for four audiences who each experience your solution differently, then tracks what you actually learned across all of them.
Final check. You ran a first pass of this guide in Customer & KOL Engagement. Run it again now, closer to launch and with more conversations behind you. Paste your first-pass tracker in Step 3 so the walkthrough can show you what moved and what held before you commit to a number.
Ground rules for every interview
Never state a number first — not a range, not "around $X," not even as a joke. The moment you anchor, their answer becomes about you, not their real budget reality.
Ask about value before you ask about price. Let them describe the impact in their own words before the conversation turns to cost.
Use their comparisons, not yours — ask what they'd measure this against, rather than suggesting a category.
Sit with silence after an open question. The real answer is often the one that comes after the pause, not the first thing they say.
Capture their exact words on value and price, not your paraphrase — write it down as a quote.
STEP 1
Interview scripts by audience
Each audience gets a different weighting and order — not the same questions read four times. Add product-specific probes where you need them.
Clinical End Users
Physicians, surgeons, proceduralists who would use it directly
Patient impact first▼
"We're not here to sell you anything today — we want your honest read on value, not just usability."
Current state
Walk me through how you currently handle this. What's the hardest part?
Patient impact — the core of this conversation
Thinking about your last few relevant cases, what would have been different for the patient if this had been available?
If this became a normal part of your practice, what would you expect to change for outcomes or the patient experience?
What would you need to see to trust this enough to use it on your own patients, regularly?
Value & price — build to this, don't open with it
If this delivered the impact you just described, how would you think about what that's worth — to a patient, to your practice, to the department?
What else in your world competes for that same value? What would you compare this to?
What would make the cost of this an easy decision for you, versus something you'd have to fight for?
Close
What haven't I asked that I should have?
Customize with Claude
Support Staff
Nurses and technicians who operationalize it day to day
Workflow & safety first▼
"This is about your real experience running it day to day — not a sales pitch, and not a test of you."
Workflow & safety — the core of this conversation
Walk me through what a typical case or shift looks like today around this part of the process.
Where do you see the most risk or room for error in that current process?
What would this change about your setup, prep, or cleanup time?
What would make this harder for you, not just easier — be honest, not diplomatic.
Patient impact
How would this change what you're watching for with the patient during and after?
Value & price — framed around time and effort, not just dollars
If this saved the time or risk you described, what would that be worth to your department — in time, staffing, or budget terms?
Who in your facility would actually decide whether to pay for something like this, and what would they need to hear from you?
Close
What haven't I asked that I should have?
Customize with Claude
Administration
Procurement, value analysis committee, budget owners
Price & value first▼
"You think about this differently than clinicians do — that's expected, and it's exactly the perspective we need."
Value & price — open with this, it's where they live
How does your facility currently evaluate whether a new device or technology is worth adopting?
What budget or cost category would something like this compete against?
If this delivered the clinical or workflow impact your team described, how would your committee think about what it's worth?
What's a comparable product or service you've priced recently, and how did that conversation go?
What would make this an easy yes in a value analysis committee meeting — and what would stall it?
Clinical & operational grounding
What outcomes or operational data would you need documented to support a purchase like this?
Close
What haven't I asked that your committee would ask?
Customize with Claude
Clinical Leadership
Nurse managers, directors — bridge clinical and operational concerns
Balanced across all▼
"You sit at the intersection of all of this — clinical, staffing, and budget — so I'd like your view across the whole picture."
Workflow & staffing
How does this fit into how you currently staff and manage this part of the unit?
Patient impact & safety
What would you expect this to change for patient outcomes or satisfaction on your unit?
Where do you see risk today that this could reduce — or introduce?
Value & price
How would you and your team build the case for this internally? What's it worth to solve this the way you described?
Who else needs to be convinced, and what would they each need to hear?
Close
What haven't I asked that I should have?
Customize with Claude
STEP 2
Interview tracker
Log each session right after it happens. Watch the coverage tiles below — a pricing conclusion built on five conversations with one audience type isn't validated, it's a guess with better notes.
0
End Users
0
Support Staff
0
Administration
0
Clinical Leadership
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STEP 3
Bring it together
Pricing shouldn't be decided from interviews alone. Paste in what your feedback sessions and competitor research already told you, then copy a guided prompt that walks you through a price hypothesis one step at a time, in Claude or your own AI tool.
1 · Customer feedback
Paste your feedback sessions or feedback summary
From the Feedback Session Script & Capture Form: “Copy sessions for the Price Validation guide.” Or paste the consolidated summary your AI tool wrote from them.
2 · Competitive landscape
Paste competitor pricing and reimbursement
From the Competitor Analysis Guide: “Copy competitor pricing.” Or paste your own notes on what alternatives cost and how they're paid for.
Optional · First pass
Paste your first-pass tracker
From the first-pass guide in Customer & KOL Engagement: “Copy full tracker.”
3 · Your walkthrough
Copy the pricing walkthrough prompt
Includes everything pasted above plus every interview in your tracker. Paste it into Claude (a paid plan is recommended for anything confidential) and answer its questions one at a time.