This document summarizes a webinar presented by Julie Thomas on using anxiety questions to mitigate risk and engage prospects. The webinar objectives were to define anxiety questions, discuss how to create them, and identify opportunities to use them during the sales cycle. Specifically, anxiety questions can be used to uncover additional problems, disrupt a prospect's view of solutions, and create urgency. Attendees were encouraged to follow an anxiety question with a positive response to maintain engagement and focus on the customer's needs.

1. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Mitigate Risk by Asking
Anxiety Questions
Presented by Julie Thomas
President & CEO
March 21, 2019
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disclose its contents or to manufacture, use, or sell anything it may describe. Reproduction, disclosure, or use without specific written authorization of
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© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Poll
Howmany ofyou
areusing anxiety
questions today?

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Suspect?

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Feel you’re running around in circles?

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• What is an anxiety question?
• How to create good anxiety questions
• Three key opportunities to use an anxiety question
• Five specific tactics to improve prospect engagement
throughout the sales cycle
Objectives for today

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People buy from people.People buy from people.
People need a reason
to change.
People need a reason
to change.
The product is in the mind
of the buyer.
The product is in the mind
of the buyer.
People make emotional buying
decisions for logical reasons.
People make emotional buying
decisions for logical reasons.
The correct use of power
is key.
The correct use of power
is key.
You can’t sell to someone who
can’t buy.
You can’t sell to someone who
can’t buy.
Fundamental Principles

8. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Questions lead to solutions.

9. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Ask better questions
• Ask for advice – not favors
• Be specific
• Be interested in others’ success
• Respect that time and expertise is valuable
• Be a person
• Find ways to be helpful
• Practice your ask
“How to get anything you want by
asking better questions”
Emma Johnson Forbes.com @JohnsonEmma

10. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®

11. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
anx·i·e·ty
/aNG’zīədē/ noun
a feeling of worry, nervousness, or unease,
typically about an imminent event or
something with an uncertain outcome.

12. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Aimed at getting prospect to
momentarily experience
consequence or implication of
inaction.

13. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Anxiety
questions are
designed to:
• Break the prospect’s
current thought
process
• Thought provoking
• Reshape perspective
or point of view
• Open an unexpected
dialogue
• Shift the prospect’s
thinking purposefully
and productively

14. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Anxiety?
Consequence…
Negative outcome…
Unpleasant implication…
Fear, uncertainty and doubt…

15. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Anxiety Questions
• May be only way some prospects will
respond to you, and be open to a
conversation
• Aimed at getting prospect to momentarily
experience consequences of not having or
considering your product or service
• Should create an emotional impact or an
emotional response with the buyer:
• Tune into their motivation, their WII-FM!

16. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
“What will happen if you are unable to
achieve your revenue target this year?”

17. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
First:
• What is the negative consequence of not taking action
Then:
• Create lead-in that relates to that consequence
• What is the risk..
• If this doesn’t go as planned, then what?
• Reference previous experience or research
Follow a positive response with:
“We’ve got some experience in this area, can we talk about how you’re
dealing with this now?”
Creating anxiety questions

18. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Is it
provocative?
Does it get
them to think
about the
future?
Does it risk
rapport?
1 2 3
© 2017 ValueSelling Associates, Inc. All rights reserved.
Anxiety questions test points

19. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Anxiety
questions
should be:
• Not confrontational, but instead educational
or instructional
• Provocative/challenging
• Knowledge / expertise-based
• Respectful

20. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
When to use
an anxiety
question

21. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Business Issue
Problem Solution
Value Power Plan
Differentiated
VisionMatch™
confirm confirm
Value Buying Process™

22. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
When to use an
anxiety question
To discussBusiness
Issuesand
Problems
Business Issue
Problem Solution
VisionMatch

23. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
When to use an
anxiety question
To disruptthe
client’svisionof
theSolution
Business Issue
Problem Solution
VisionMatch

24. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
When to use an
anxiety question
To createurgency
whereno
urgencyseems
to exist
Value

25. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
An excellent
anxiety
question
“Do you want to spend the rest of your
life selling sugared water or do you
want a chance to change the world?”
Steve Jobs to John Sculley (Pepsi Executive). 1983

26. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Maintaining Engagement

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© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Five tactics to
maintain
engagement
• Prepare
• Focus on customer / prospect needs,
wants, and process
• Listen actively
• Never leave without the next meeting
• Create a timeline, beginning with the
first meeting

28. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
• Anxiety questions
• Get prospects to momentarily experience the consequences
of not having your product/service
• Follow an anxiety question with a positive response
• “Can we discuss some options for dealing with this issue…?”
• Use anxiety questions to
• Uncover additional problems
• Disrupt prospect’s view of the solution (competion)
• Create urgency
• Resynchronize Buying and Selling process
Summary

29. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Questions?

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Go to valueselling.com > resources > webinars
to download today’s slides
At the end of today’s webinar

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31
ABM for Sales: Double Your Deal Size
April 16, 2019 | 10:00 AM Pacific
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32
Win more business faster without
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May 29 & 30| San Diego
ValueSelling Framework Public Course

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Thank you!
• Keep it simple. Drive Results.
Julie Thomas
+1 858 759 7954
julie.thomas@valueselling.com
in/julieathomas ValueSellingAssociates
Thank you!