Once you have determined which of your customer’s needs is not being met, you can use that information to tailor vision questions for him. Let us go back to the chapter on impact questions for an example. In Chapter 6, the vice president of a chain of department stores lamented, “If we continue to lose money like this, I can’t imagine I would be able to keep my job for much longer. I don’t know what I would do if that happened.” It is obvious from this statement that the vice president needs to feel a sense of security that he is not currently experiencing. Now that you are aware of this fact, you can use it to create a vision question just for him.
Vision Questions for a Customer Seeking Security