The Scariest Monster in B2B Research
(and the 5 magic words that make their fear disappear)
So you email an expert to ask for an interview… and you can almost see them flinching.
There’s nothing scarier to a busy executive than a bad interview.
They may well recall the last time they spoke with some junior reporter who:
didn’t understand their field
wasted half an hour asking obvious questions
published something that missed the main point entirely
To any subject matter expert (SME), that’s a horror show. They don’t have the time or patience to deal with that.
Even worse, some SMEs who work behind the scenes may never have been interviewed. Ever. So they’re usually petrified.
Both types just want you to leave them alone.
That’s why I always include five magic words in my request:
“I won’t waste your time.”
That phrase usually delivers instant relief. Instant credibility. Instant permission to proceed.
Those five words signal a few key truths:
You’ve done your homework
You respect their expertise
You’ll use their time wisely
Another line I often add:
“I’m not here for an exposé. I just want understand how you help your customers solve real problems.”
Cue the second sigh of relief.
Executives and SMEs want to be understood, quoted accurately, and treated like the brilliant people they are.
This Halloween, while others prepare for vampires and goblins, remember the monsters your SMEs are most afraid of:
🧟 A clueless interviewer
🪦 A wasted half-hour
👹 A story that makes them look foolish
A little empathy, plus those five magic words, can turn their terror into trust.
Try this script in your next outreach:
“I’d love 30 minutes to understand how you solve XYZ problem for your customers — and I won’t waste your time.”
Watch how fast doors open.
And before the interview, make sure to do your homework. Check the company website for basic facts. Review the expert’s LinkedIn profile. Read any relevant articles they’ve published.
Prepare your questions, and arrange them in some sort of logical order. Plan to proceed from an overview down to the details.
And don’t ask anything you can easily find somewhere else, like basic facts and dates from About the Company.
Happy interviewing — and happy Halloween. 🎃
P.S. If you found this tip helpful (and not too spooky)…
